Download - Social Media for Cause Marketers - CMF 2009 Workshop

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Page 1: Social Media for Cause Marketers - CMF 2009 Workshop

Social Media for Cause Marketers

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A little about me

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It is wonderful to create.Akira Kurosawa

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A little about you

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What can you expect today?

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Framework

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Exploration

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Application

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Letʼs get started

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The Interconnected AGE

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billion1

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billion1.5

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billion3.3

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Easy-to-use tools

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Are you prepared for this reality?

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The SOCIAL MEDIA Primer

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Technology is only as good as the peopleit connects

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Static content >> Dynamic flow

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Push out >> Pull in

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Destination >> Presence

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Five Main ToolsBlogs

YouTubeFlickr

FacebookTwitter

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Four Key Tactics - be real- stand out - involve- interact

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Blogs

http://beth.typepad.com/beths_blog/

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create conversations

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Flickr

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share images

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33 million users3 billion images

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YouTube

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share videos

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1 billion videosviewed per day

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Facebook

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stay sociallyconnected

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200 millionregistered users

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3 billion minutesspent per day

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Fan Pages

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Fan Pages (cont.)

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Events

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Causes

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Twitter

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real-time sharing

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7 million daily visitors

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3 million 35-49 years old

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Four Key Tactics - be real- stand out - involve- interact

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Bring these toyour online presence

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Questions?

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CAUSE MARKETINGRevisited

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How are you bringing a voice?

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How are you empowering others?

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Philanthropy

Here’s an oversized check for that problem

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Gotta break down the barriers and silos

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Best Practicesbe realbe passionatebe realisticbe creativebe connected

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Be Real> showcase the cause> opportunism never goes unpunished> transparency and accountability

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Be Passionate> really care about the cause> long-term commitment> endure the criticism & skeptics

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Be Realistic> not about “going viral”> not everyone cares> but someone does> and they know others

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Be Creative> stay away from “got milk?”> use the power of story> how can you stand out?

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Be Connected> use social media to expand> make it easy for me to share> seek out ideas and leadership

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Best Practicesbe realbe passionatebe realisticbe creativebe connected

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activityresults

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define success

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awarenessconnections

influencetransactions

engagement

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ask the right questions

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primary objectives?

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secondary objectives?

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leading indicators?

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match the metrics

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views/visitscommentssubmittalsretweetsmembers

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learn listen adapt

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no one has the corner on the market of good ideas

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Questions?

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CASE STUDIES LESSONS LEARNED

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Quaker Oats

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1. Download Quaker mascot2. Print it out3. Take photo with Quaker mascot4. Become Quaker Facebook Fan5. Upload photo 6. Copy link7. Comment on a blog with link

20 minutes

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Kraft

http://www.sharealittlecomfort.com

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5/19 5/27

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P&G Tide

http://www.Tide.com/LoadsofHope

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Pedigree

http://www.pedigree.com/03Adoption/default.aspx

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Pledge to End Hunger

http://www.pledgetoendhunger.com

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opportunity:SXSWi ʼ09

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primary objective:raise awareness

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secondary objective:raise funds

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key leaders:2 co-chairs with 50+ champions

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compelling story:1 of 6 kids hungry1 click feeds 140 kids

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strategy: > main hub > sm outposts > easy call-to-action

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easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause

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generating traffic: > HungerPledge champs > email sends > press releases

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Act I: Launch

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Email Sends: > Kimball - 13k > Kompolt - 27k > MediaSauce - 4k > Share Our Strength - 30k > Second Helpings - 3k > Capital Area Food Bank - 3k

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First 48 hours: > 4,617 visits > 1,116 pledges > $2,781 donated

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First Week: > 8,635 visits > 2,176 pledges > $4,619 donated

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Act II: SXSWi ʼ09

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12for12k.org:$13k+ on 3/12

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Highlights: > Offline-to-Online > High-value convos > Podium mentions > Low-tech promos

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Second Week: > 7,628 visits > 2,030 pledges > $17,370 donated

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Act III: Charity Smackdown

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Third Week: > 1,649 visits > 493 pledges > $1,520 donated

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So did we win?

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Three Weeks: > 4,699 pledges > 17,912 visits > $23,509 donated

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Top 10 Sources 2% of total

57% of traffic

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Top 10 Sources HungerPledge Champions - 1750*

Kimball Enewsletter - 1699Brogan Twitter - 1207*Mashable Twitter - 976

SXSW Twitterstream - 716MediaSauce Staff - 651

Twitter Direct - 59011Moms of Wal-Mart - 543

HungerPledge Twitter - 499MediaSauce Enewsletter - 414

[Direct - 3106]

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Lessons Learned: > Non-Flash mobile version > Respect the email > Better Use of Facebook > Only So Many New Goals

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The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place

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Questions?

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YOUR TURN BRING IT ALL TOGETHER

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LET’S STAY CONNECTED

> @scottyhendo > [email protected] > 317.218.0488 > blog.mediasauce.com