Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

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This is the presentation that was delivered by MediaSauce on February 19th at the Indianapolis Marion County Public Library in the Clowes Auditorium. It covers Cause Marketing as a whole and the integration of digital and social media with it. The focus of this presentation is demonstrating practices and case studies of how businesses and non-profits worked together to change the world. The presentation also showcases how both can increase awareness about their products as well as cause.

Transcript of Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

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Why Should youCARE?

•Theworldisamess,butit’sworthsaving•Peopleexpectmorefromyou•Doingsomethingwillhelpyougrow

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Our promise !YOU

•Newperspectiveonoldproblems•Teachyouhowtheworldischanging•Clearpathhowyoucangrowfromit

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We are confronted with the fierce urgency

of NOW.

Martin Luther King Jr.

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You only find out who is swimming naked

when the tide goes out.Warren Buffett

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And "“YOU”

individual•business•non-profit

We mean:

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So much !DISCUSS

Butfortoday,let’sfocusonwhatgroupscando.

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Acta,NONVERBA

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SOCIALLY.#nancially.

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Are you bringingAVOICEtosolutions?

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OTHERStohelptheeffort?

Are you empowering

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Go$a break downTHEOLDBARRIERS

andsilos.

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Big words hurt my brain

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Let’s break %isDOWN

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What can a &oupDO?

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Philanthropy

Here’s an oversized check for that problem

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SocialRESPONSIBILITY

We’lldoourworkanduseourresourcesinaway

thathelpssolvethatproblem.

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Cause Marke'ngLet’srallytogethertosolvetheproblem.

(Everyonepitchin!)

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AdvocacyISIMPORTANT

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Au(n'c)yISIMPORTANT

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*at soundsAWFULLYFAMILIAR

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AUTHENTICADVOCACYToday’s Big Idea:

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Part 1: SOCIALMEDIAPRIMER

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Let’s start w+THISTECHNOLOGYSTUFF

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TechnologyISTHEANSWER

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TechnologyISNOTTHEANSWER

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TechnologyISTHEPLATFORMFORCREATINGTHEANSWERS

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TechnologyHELPSCONNECTUSALL

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STILL NO FLYING CARS

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So now what?

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Everyone has a voice

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Rule ! live ": STORYMATTERS

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,amples •Armano&Daniela

•MaraTriangle

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http://darmano.typepad.com/logic_emotion/2009/01/pleas-help-us-help-daniellas-family.html

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http://darmano.typepad.com/daniela/

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http://www.maratriangle.org/

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Part 2: CAUSEMARKETINGPRIMER

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Market SecretsREVEALED

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*ere are noSECRETS

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Just Do *is•Createagreatcustomerexperience•Offerafantasticproduct•Addvaluetopeople’slives•Helpthemtalkaboutit(andyou)

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Social Media =SCALABLECONVERSATION

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Media Usage•Facebookhasmorethan175millionactiveusers.

-Theyspendmorethan3billionminutesthereeachday

•OnebillionvideosarewatchedonYouTubeeachday.

•Flickrboasts33millionusersandmorethan3billionimages.

•TwitterisTheMatrixandit’srapidlyexpanding.

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STORYMATTERSRule ! live ":

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Cause Marke'ngWHATISIT?

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“ His!ry” - Cause Marke'ng• 1983:AmericanExpress/StatueofLiberty

• 1984:RonaldMcDonaldHouse

• 1990:KomenRacefortheCure

• 1994:MACVivaGlam

• 1997:TargetTakeChargeofEducation

• 2004:DoveCampaignforRealBeauty

• 2006:Product(RED)

http://www.coneinc.com/research/archive.php

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2008 Cone Cause Study• 89%saycollaborationisnecessarytosolvepressingsocialand

environmentalissues.

•79%arelikelytoswitchbrandsbasedoncauseinvolvement

•comparedto66%in1993.

•88%of18-24-year-olds/Millennials

http://www.coneinc.com/research/archive.php

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Collab.a'on“LOOKATWHATWEDID!”

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Win-Win-Win

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Busine/ + Non-Pr-)s

arecollaboratingtodevelopdeeperrelationshipsandcreatelastingchange.

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RememberTHESE?

•Philanthropy•SocialResponsibility•CauseMarketing

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Busine/ Representa'ves, PLUGYOUREARS.

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Non-Pr-)eers, PLUGYOUREARS.

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But what is )?REALLY.

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Since When. . .DID“DOGOOD”

NOTEQUAL“DOWELL”?

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Crea'ngAUTHENTICADVOCACY

AFrameworkforCause-RelatedMarketing

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*ese aren’t newCONCEPTS

•Charityevents(walks,-thons,dinners)•Bulletinboardsandcollectionjars

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We just have new wa0 !DOINGTHEM

•Twestival•ChipIn• FacebookCauses

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Best Prac'ces•BeReal•BePassionate•BeRealistic•BeTransparent•BeConnected

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Be Real•Authenticity=Trust•Findlike-mindedpartners•Opportunismnevergoesunpunished

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Be Pa/ionate•Long-termcommitment•Endurecriticismandskepticism

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Be Realis'c•Notabout“goingviral”•Noteveryonecaresaboutyou•Butsomeonedoes•andtheyknowotherslikethem

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Be Transparent•Whatdoyougetoutofthis?•Whathaveyoualreadydone?•Whatdoyouplantodointhefuture?

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Be Connected•Usesocialmediatoexpandandexplode•Seekideas&leadershipfromothers

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Best Prac'ces•BeReal•BePassionate•BeRealistic•BeTransparent•BeConnected

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,ponen'al ,pansionAWARENESS

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Crea'ng EngagementCOMMUNITY

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Case Studies•KeepIndianapolisBeautiful•Starbucks• TheNatureConservancy•ShareOurStrength

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My Tree & MeKEEPINDIANAPOLISBEAUTIFUL

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Sta's)cs•1,750treesnamedandregistered• 4,938uniquevisitors• 73,053pageviews• 04:41averagelengthpersession

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http://www.v2v.net/starbucks

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http://www.starbucks.com/sharedplanet/

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LauchingMarch5,2009-http://www.PledgeToEndHunger.com

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LauchingMarch5,2009-http://www.PledgeToEndHunger.com

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A clear pa%

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5 %in1 you can do now1.Decidetobealeader2.Buildasoapbox3.Shareyourstory4.Cultivateacommunity5.Showtheresults

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•createanintegratedoutreachstrategy•matchtechnologiestoyourgoals•buildandengageyouraudience•drivesourfull-servicecreativesolutions

Dig)al Blueprint

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ThankYouforAttending!@mitchmaxson

@scottyhendo

http://www.mediasauce.comhttp://blog.mediasauce.com

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