Social Media for Cause Marketers - CMF 2009 Workshop

download Social Media for Cause Marketers - CMF 2009 Workshop

of 155

  • date post

    29-Nov-2014
  • Category

    Business

  • view

    3.488
  • download

    2

Embed Size (px)

description

Scott Henderson, cause marketing director at MediaSauce, conducted a half-day workshop entitled "Social Media for Cause Marketers" at the Cause Marketing Forum 2009 on May 27 in Chicago, Illinois. This deck is what Scott presented and represents the majority of the slides. The entire deck (including those from the four workshop sponsors) can be found via www.causemarketingforum.com

Transcript of Social Media for Cause Marketers - CMF 2009 Workshop

  • 1. A little about me

2. It is wonderful to create. Akira Kurosawa 3. A little about you 4. What can you expect today? 5. Framework 6. Exploration 7. Application 8. Lets get started 9. The Interconnected AGE 10. 1 billion 11. 1.5billion 12. 3.3billion 13. Easy-to-use tools 14. Are you prepared for this reality? 15. The SOCIAL MEDIA Primer 16. Technology is only as good as the people it connects 17. Static content >>Dynamic ow 18. Push out >>Pull in 19. Destination >>Presence 20. Five Main ToolsBlogsYouTubeFlickrFacebook Twitter 21. Four Key Tactics- be real- stand out- involve- interact 22. Blogshttp://beth.typepad.com/beths_blog/ 23. create conversations 24. Flickr 25. share images 26. 33 million users 3 billion images 27. YouTube 28. share videos 29. 1 billion videos viewed per day 30. Facebook 31. stay socially connected 32. 200 million registered users 33. 3 billion minutes spent per day 34. Fan Pages 35. Fan Pages (cont.) 36. Events 37. Causes 38. Twitter 39. real-time sharing 40. 7 million daily visitors 41. 3 million 35-49 years old 42. Four Key Tactics- be real- stand out- involve- interact 43. Bring these to your online presence 44. Questions? 45. CAUSE MARKETINGRevisited 46. How are you bringing a voice? 47. How are you empowering others? 48. PhilanthropyHeres an oversized check for that problem 49. Gotta break down the barriers and silos 50. Best Practices be real be passionate be realistic be creative be connected 51. Be Real > showcase the cause > opportunism never goes unpunished > transparency and accountability 52. Be Passionate > really care about the cause > long-term commitment > endure the criticism & skeptics 53. Be Realistic > not about going viral > not everyone cares > but someone does > and they know others 54. Be Creative > stay away from got milk? > use the power of story > how can you stand out? 55. Be Connected > use social media to expand > make it easy for me to share > seek out ideas and leadership 56. Best Practices be real be passionate be realistic be creative be connected 57. activityresults 58. dene success 59. awarenessconnections inuence transactions engagement 60. ask the right questions 61. primary objectives? 62. secondary objectives? 63. leading indicators? 64. match the metrics 65. views/visitscommentssubmittals retweetsmembers 66. learn listen adapt 67. no one has the corner on the market of good ideas 68. Questions? 69. CASE STUDIES LESSONS LEARNED 70. Quaker Oats 71. 1. Download Quaker mascot 2. Print it out 3. Take photo with Quaker mascot 4. Become Quaker Facebook Fan 5. Upload photo 6. Copy link 7. Comment on a blog with link20 minutes 72. Krafthttp://www.sharealittlecomfort.com 73. 5/19 5/27 74. P&G Tidehttp://www.Tide.com/LoadsofHope 75. Pedigreehttp://www.pedigree.com/03Adoption/default.aspx 76. Pledge to End Hungerhttp://www.pledgetoendhunger.com 77. opportunity: SXSWi 09 78. primary objective: raise awareness 79. secondary objective: raise funds 80. key leaders: 2 co-chairs with 50+ champions 81. compelling story: 1 of 6 kids hungry 1 click feeds 140 kids 82. strategy: > main hub > sm outposts > easy call-to-action 83. easy to share:> widget> avatar> badges> Twitter acct & hashtag> Facebook cause 84. generating trafc:> HungerPledge champs> email sends> press releases 85. Act I: Launch 86. Email Sends: > Kimball - 13k > Kompolt - 27k > MediaSauce - 4k > Share Our Strength - 30k > Second Helpings - 3k > Capital Area Food Bank - 3k 87. First 48 hours:> 4,617 visits> 1,116 pledges> $2,781 donated 88. First Week:> 8,635 visits> 2,176 pledges> $4,619 donated 89. #'!quot; #!!quot; $!!!quot;$#!!quot;%!!!quot;%#!!quot;&!!!quot;( )*+' quot;( )*,' quot;( )* $$ quot; '( ) $& *quot; '( )* $# quot; '( )* $+ quot;'- .* $, quot; '( ) %$ *quot; '( )* %& quot; '( )* %# quot; '( )*quot; /01)2quot;345415quot;/01)2quot;6278975quot; 90. Act II: SXSWi 09 91. 12for12k.org: $13k+ on 3/12 92. Highlights: > Ofine-to-Online > High-value convos > Podium mentions > Low-tech promos 93. Second Week:> 7,628 visits> 2,030 pledges> $17,370 donated 94. #' ( !quot;#!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot;)*+' quot;()*,' quot;()* $$ quot; '()* $& quot; '()* $# quot; '()* $+ quot; '()* $, quot; '() %$ *quot; '() %& *quot; '()* %# quot; '()* quot;-./)0quot;1232/3quot; -./)0quot;4056753quot; 95. Act III: Charity Smackdown 96. Third Week:> 1,649 visits> 493 pledges> $1,520 donated 97. #' ( !quot;#!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot;)*+' quot;()*,' quot;()* $$ quot; '()* $& quot; '()* $# quot; '()* $+ quot; '()* $, quot; '() %$ *quot; '() %& *quot; '()* %# quot; '()* quot;-./)0quot;1232/3quot; -./)0quot;4056753quot; 98. So did we win? 99. Three Weeks:> 4,699 pledges> 17,912 visits> $23,509 donated 100. #!!!!quot; '&!!!quot; '%!!!quot; '$!!!quot; '#!!!quot;,-.-/.quot; '!!!!quot;01)23).quot;&!!!quot;4quot;5-6)7quot;%!!!quot;$!!!quot;#!!!quot; !quot;())*quot;'quot; ())*quot;#quot; ())*quot;+quot; 101. !!!quot; #$%quot; )*+,quot;-.,/0,1quot; &'($quot; 23.456,,7quot;-.,/0,1quot; 89:7,quot;-.,/0,1quot; 102. !quot;#quot;$#% !!quot; &!!!quot; %#!!quot; %!!!quot; $#!!quot;,-.-/.quot; $!!!quot;#!!quot;!quot; $quot;%'quot;'(quot;(!quot;)"$&)quot;$+#quot; %!+quot; %&$quot;%((quot;&*)quot;'$#quot; '&+quot; '*$quot; $$*quot;$*%quot;%#'quot;&!!quot; &%" &'*quot;&)%quot;'+'quot; Top 10 Sources 2% of total57% of trafc 103. Top 10 SourcesHungerPledge Champions - 1750* Kimball Enewsletter - 1699 Brogan Twitter - 1207* Mashable Twitter - 976 SXSW Twitterstream - 716 MediaSauce Staff - 651Twitter Direct - 590 11Moms of Wal-Mart - 543HungerPledge Twitter - 499 MediaSauce Enewsletter - 414[Direct - 3106] 104. Lessons Learned: > Non-Flash mobile version > Respect the email > Better Use of Facebook > Only So Many New Goals 105. The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place 106. Questions? 107. YOUR TURN BRING IT ALL TOGETHER 108. LETS STAY CONNECTED > @scottyhendo > scott.henderson@mediasauce.com > 317.218.0488 > blog.mediasauce.com