VolunteerMatch Solutions BPN Webinar: Cause Marketing on Facebook with Cause Marketing Forum
-
Upload
volunteermatch -
Category
Technology
-
view
1.015 -
download
0
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
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
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
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
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
PROS: High Potential for Originality Customizeable Level of Nonprofit Receptivity CONS: More Complex/Costly to Implement FB Privacy Permissions
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
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
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