Partners - JB Media Group: Digital Marketing for Positive ... · Changing the world through...

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Partners

jbmediagroupllc.com // ©2018 JB Media Group LLC

Ethical Marketing Social Impact


jbmediagroupllc.com // ©2018 JB Media Group LLCjbmediagroupllc.com // ©2018 JB Media Group LLC

Justin Belleme

Founder & Director of Strategy

JB Media Group

Joshua Maddox

Marketing

+Acumen

Danielle Sutton

Content Animator

+Acumen

Today’s Presenters

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+Acumen


The Key Principles Ethical Marketing

1. Be Honest in all Communications

2. Avoid Impact Washing

3. Practice Cultural Sensitivity

4. Follow Permission-Based Email Marketing Practices

5. Use Digital Advertising Best Practices

6. Optimize Content Using White Hat SEO


GOAL: All your marketing must add value!


Examples of dishonest tactics:● False Advertising: Exaggerating

value and benefits● Using fake or edited reviews or

testimonials● Inflating analytics when

negotiating partnerships

The most trusted brand is also themost profitable.

- Seth Godin

Honesty Marketing

absolute honesty

HONESTY PLEDGE

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SOCAP is the world’s leading conference on activating the power of

capital markets to drive positive social and environmental impact – convening

the marketplace at the intersection of money and meaning. The conference

brings together impact investors, social entrepreneurs, philanthropists, business

leaders and other innovators from across the world in a unique cross-sector

approach to catalyze collaboration for change.

Now in its 11th year, SOCAP attracts over 3000 people annually

to accelerate the flow of capital for good. Join us next year,

October 22-25, 2019 on the waterfront in San Francisco!

socialcapitalmarkets.net

SOCAP

http://socialcapitalmarkets.net/socap17/


Impact Washing

When businesses...

● Exaggerate impact by inflating numbers, cherry-picking data, or focusing on stories that aren’t representative of overall outcomes;

● Communicate false promises or make unrealistic claims about expected results; ● Share stories or create impact initiatives that aren’t rooted in an authentic

mission or intention for good–purely for the marketing benefits;● Use a social impact initiative to distract from negative social or environmental

problems caused by their core processes, products, or services.


● It is absolutely critical that your organization does NOT appropriate, victimize, alienate, stereotype, or misrepresent your customers or community.

● Related topics:○ The savior complex○ Dignity vs focusing on the problem○ #SeePeople

Cultural Sensitivity

https://acumen.org/seepeople/


The Keys to SuccessfulEmail Are:● Relationship, Frequency,

and Permission or...

● Value, Timing, and Trust

Permission-Based Email Marketing

Permission marketing is anticipated,

personal and relevant.

- Seth Godin


Keys Successful Email Marketing

● Create value within your free content

● Build additional value from “gated” content

○ Gated content requires users to provide email or other info to gain access

● Implement GDPR compliant opt-ins within your email

capture process on your website

● Maintain the trust of your list by continuing to offer value

and only emailing about topics/items listed in your opt-in

The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union (EU).

The GDPR passed in 2016 and officially went into effect in May of 2018.

What is GDPR?


GDPR Compliance? What is Required?

● Data: Users can ask to see what data any business has about them. They can also ask for the data to be deleted/removed.

● Email and Data Use Consent: Users must actively opt in to each type of email and data driven targeting. Pre-checked opt-in fields and opt-in text within terms of service or promotion rules are no longer allowed.

● Breach Notification: Any data breach that exposes users’ data must be reported within 72 hours.


GDPR Example in Action


Email No-Nos

● Using purchased email lists● Gathering email lists manually and emailing people without

their consent (spamming)● Misleading subject lines● Misleading FROM or TO fields● Not offering an easy way to unsubscribe● More details:

blogs.constantcontact.com/email-marketing-ethics/

https://blogs.constantcontact.com/email-marketing-ethics/

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Changing the world through inspiringearly–stage corporate philanthropy.

Pledge 1% is an easy way to leverage a portion of your future success to support nonprofits in your community. It’s a small commitment today that can make a huge impact tomorrow.

pledge1percent.org

Pledge 1%

https://pledge1percent.org/

http://consciouscompanymedia.com/


Digital Advertising:

● Tracking users with cookies without their consent

● False advertising

● Advertorial advertising that looks like unbiased editorial content

● Pop-ups, pop-unders, modal windows, etc

● Data privacy and transparency


Culturally Insensitive Advertising


Dishonest Advertising


GDPR and Digital Ad Targeting

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StartingBloc is a Fellowship of the leaders the future needs. StartingBloc convenes, supports, and grows leaders from high-potential to high-impact. As a result of StartingBloc,

Fellows report growth in their professional networks, greater clarity of purpose, and transitioning into leadership positions. Over the past 14 years, StartingBloc programs have impacted

over 2,500 change leaders in 56 countries.

startingbloc.org

StartingBloc

http://startingbloc.org


Avoid Black Hat SEO● Link building

● Buying links, link farms, unethical link schemes

● Automating link building

● Content

● Hidden text or links

● Automating content generation

● Stealing content, duplicate content, plagiarism

● Keyword stuffing and over optimization

● Misdirection

● Cloaking, doorway pages


Search Engine Optimization Best Practices

● SEO changes quickly – stay up to date on best practices● Link building

○ Create valuable content worthy of links, 10x content ○ Use PR & aligned partnerships to build links

● Content

○ Create unique content that adds value

● Redirection

○ Use 301 redirects to help people find what they are looking for

and use 404 pages effectively

https://backlinko.com/seo-this-year

https://sparktoro.com/blog/resources/10x-content-by-rand-fishkin/


Examples of 10x Content: Bloomberg

This and 119 other examples from Rand Fishkin on SparkToro

https://www.bloomberg.com/graphics/2015-pace-of-social-change/

https://www.bloomberg.com/graphics/2015-pace-of-social-change/

https://sparktoro.com/blog/resources/10x-content-by-rand-fishkin/


Thank you!Questions?

Justin [email protected]

Founder & Director of StrategyJB Media Group

Joshua [email protected]

Marketing+Acumen

Danielle [email protected]

Content Animator+Acumen

mailto:[email protected]



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