VolunteerMatch Solutions BPN Webinar: Cause Marketing on Facebook with Cause Marketing Forum

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1 Confidential and Proprietary Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers December 13, 2011 Guest Speaker: Megan Strand Director of Communications Cause Marketing Forum Moderator: Casey Brennan Marketing Manager VolunteerMatch

Transcript of VolunteerMatch Solutions BPN Webinar: Cause Marketing on Facebook with Cause Marketing Forum

1 Confidential and Proprietary

Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers

December 13, 2011

Guest Speaker:

Megan Strand

Director of Communications

Cause Marketing Forum

Moderator:

Casey Brennan

Marketing Manager

VolunteerMatch

To Ask Questions

2 Confidential and Proprietary

Type questions into the box on the

right side of the your screen

Submit via Twitter to @VM_Solutions

using “#BPNFacebook”

We will pose questions at the end of

the presentation

Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers

Helping businesses and nonprofits succeed together with practical information, connections and recognition.

• Membership • Annual Conference (May 30-31, 2012) • Halo Awards • Monthly Webinars • Website Full of Cause Marketing Information:

www.CauseMarketingForum.com • Free Cause Update Service w/ New Campaigns & Trends

www.CauseUpdate.com

The Whitepaper

• The first in-depth industry look at cause marketing on Facebook

• Interviewed over 25 practitioners from agency, nonprofit and corporate settings

• Reviewed over 100 individual Facebook cause marketing campaigns

What We’ll Discuss Today:

Why Cause Works on Facebook Pros/Cons of Different Types of Campaigns What to Expect When Undertaking These Campaigns Top Success Strategies for Reach and Engagement

POLL: What is the Status of Your

Organization’s Facebook Page?

Answer On Your GoToWebinar Dashboard

• We Don’t Have One • We Have a Page Set Up But Rarely, If Ever, Post on It • We Have a Page and Post Regularly But It’s Not Strategic • We Have a Very Active Facebook Community

Why Facebook?

Why Cause Works on

Facebook

Human-to-human, People Helping People

Why Cause Works on

Facebook

People want their friends to see them doing something good

Why Cause Works on

Facebook

Causes have more meaning when shared from a friend or acquaintance

Why Cause Works on

Facebook

A reason to talk about an otherwise un-sexy product/launch

POLL: On Facebook, I Have:

Answer On Your GoToWebinar Dashboard

• Noticed When Others Post About Cause-Related Issues • Clicked a Link or Liked a Page in Support of a Cause • Never Seen Anyone Post Anything Pertaining to a Cause • No Idea What You’re Talking About Because I Don’t Have a Personal Facebook Page

Like for Donation/Like-Baiting

Types of Campaigns

Like for Donation/Like-Baiting

PROS: Simple to Implement Familiar/Straight-Forward Level of Nonprofit Receptivity CONS: A Dime a Dozen/Unoriginal Like Fatigue Facebook Iterations

Simple Action for Donation

Types of Campaigns

Simple Action for Donation

PROS: Simple to Implement Shareable More Likely to Appear in Newsfeed Potential for Originality CONS: Limited Implementations Contests Have to Be 3rd Party Apps

Interactive Action for Donation: Custom

Apps

Types of Campaigns

Interactive Action for Donation: Fundraising

Types of Campaigns

Interactive Action for Donation: Branded Activities

Types of Campaigns

Interactive Action for Donation: Games

Types of Campaigns

Interactive Action for Donation: Games

Types of Campaigns

Interactive Action for Donation

PROS: High Potential for Originality Customizeable Level of Nonprofit Receptivity CONS: More Complex/Costly to Implement FB Privacy Permissions

Voting Campaigns

Types of Campaigns

Voting Campaigns

PROS: High Potential for Originality Shareability CONS: Complex/Costly to Implement Nonprofit Perception/Resource Challenge

POLL: Of The Types of Campaigns

Just Presented, I Find This Type Most

Interesting for My Organization

Answer On Your GoToWebinar Dashboard

• Like for Donation • Simple Action for Donation • Interactive Action for Donation • Voting Campaigns

Expect: Rapid Speed of Change

2000: At the urging of employees in Asia, Timberland commits to plant one million trees in China by 2010.

2008: Timberland experiments w/ Facebook to engage consumers in additional tree-planting efforts.

1 Virtual Tree = 1 real tree in Mongolia. Goal = 30,000 users and 30,000 trees planted. Result = 175,000 users + campaign paused

Expect: Rapid Speed of Change

2010: Timberland launches a new iteration of ‘Virtual Forest’ with a new

virtual-to-actual tree planting ratio.

…And promptly changed it back to the original 1-to-1 ratio upon user outrage.

Expect: To Experiment

Specialized Bicycles used Facebook to test resonance of a new, company wide cause focus

Over the six weeks of the campaign, Specialized gained approx. 10,000 fans (30% of their fan base) and gave away 39 bikes.

Expect: To Experiment

Aviva USA launched their Facebook page with a ‘test and learn’

voting campaign.

Campbell’s ‘Stamp Out Hunger’

enjoys post-campaign postings sharing reports from

individual communities.

Expect: To Relinquish Control

Choose Your Partners Carefully

Expect: To Invest Effort in Working

w/ Partners

Develop Common Knowledge

Expect: To Invest Effort in Working

w/ Partners

Establish Shared, Measurable Objectives

Expect: To Invest Effort in Working

w/ Partners

Discuss and Document Campaign Logistics

Expect: To Invest Effort in Working

w/ Partners

Utilize Communication Tools

Expect: To Invest Effort in Working

w/ Partners

POLL: One Expectation I Did NOT

Already Have Was:

Answer On Your GoToWebinar Dashboard

• Rapid Speed of Change • Experimentation • Relinquish Control • Invest Effort In Working With Partners

Facebook Ads

Success Strategy: Multiple

Channel Support

Corporate Websites and Microsites

Success Strategy: Multiple

Channel Support

Traditional Media

Success Strategy: Multiple

Channel Support

Other Social Media Channels

Success Strategy: Multiple

Channel Support

Simple Actions

Success Strategy:

Pro Tips for Deeper Engagement

Creative Actions

Success Strategy:

Pro Tips for Deeper Engagement

Incentives and Premiums

Success Strategy:

Pro Tips for Deeper Engagement

Impact

Success Strategy:

Pro Tips for Deeper Engagement

POLL: Of These Engagement

Strategies, I Find This Type Most

Interesting for My Campaigns

Answer On Your GoToWebinar Dashboard

• Multi-Channel Support • Simple Actions • Creative Actions • Incentives/Premiums • Impact

Current Example:

Kohl’s Love to Give Happy to Save

Current Example:

Kohl’s Love to Give Happy to Save

Q & A

Submit your questions in the box

on the right of your screen

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