CauseMarketingTrends_Strategy for Good Summit 2013
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Transcript of CauseMarketingTrends_Strategy for Good Summit 2013
Digital Strategy for Good: Cause Marketing Trends 2013
Kate Olsen Network for Good Twitter: @Kate4Good Blog: CompaniesForGood.org Get the Guide: NetworkForGood.org/causemarketing
Why this stuff matters right now
@Kate4Good | www.CompaniesforGood.org
Companies
Consumers @Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Companies
Consumers
THE SEISMIC SHIFT Fragmentation Filtering PFKATA are in control
@Kate4Good | www.CompaniesforGood.org
We are being ignored.
@Kate4Good | www.CompaniesforGood.org
Photo: LifeHacker
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
The Triple Value Proposition* *BBMG
@Kate4Good | www.CompaniesforGood.org
Practical: What is in it for me?
@Kate4Good | www.CompaniesforGood.org
Tribal: What is in it for my circle?
@Kate4Good | www.CompaniesforGood.org
Social: What is in it for we?
@Kate4Good | www.CompaniesforGood.org
Warmth + Competence for Brands
@Kate4Good | www.CompaniesforGood.org
“CSR is dead, long live CSR!” Social good + marketing
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
How do you do it? Check the 4 basics first.
@Kate4Good | www.CompaniesforGood.org
1. Suitability
@Kate4Good | www.CompaniesforGood.org
2. Authenticity
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
3. Transparency
4. Selling Point
@Kate4Good | www.CompaniesforGood.org
5 Cause Marketing Trends
1. Crowdsourced Philanthropy 2. (Digital) Action Campaigns 3. Issue Awareness Campaigns 4. Cause Affinity Platforms 5. Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
Crowdsourced Philanthropy
@Kate4Good | www.CompaniesforGood.org
(Digital) Action Campaigns
@Kate4Good | www.CompaniesforGood.org
Issue Awareness Campaigns
@Kate4Good | www.CompaniesforGood.org
Cause Affinity Platforms
@Kate4Good | www.CompaniesforGood.org
Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
How to make the most of the trends
@Kate4Good | www.CompaniesforGood.org
Set goals • WHO do you want to reach? • WHAT do you want them to do? • HOW will you measure success?
@Kate4Good | www.CompaniesforGood.org
Inspire action
• Easy • Urgent • Incentives • Participatory
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Communicate Impact
• Share results • Tell the story
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Say ‘thank you’
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Kate Olsen
@Kate4Good | @Companies4Good
www.networkforgood.org/partner
www.CompaniesforGood.org