…From Boring to Big Bang How Causes Can Get Interesting And Get Attention From News and Newsfeeds Strategy For Good, Twin Cities #S4GMPLS December 10, 2011

Hi. I'm Aki Spicer.

Director of Digital Strategy Veteran Planning Director @nexus of consumer culture and technology Blogger, Author, User Adjunct Professor, University of Minnesota Co-Founding "Officer of Good" for Planning For Good Forging a “post-digital” approach Ushering advertising into the age of participation

Everybody wants to know the secret…

{Interestingness}

A dark art best left to experts?

Don’t Apologize For Your Message. Instead, Let’s Wring More Interestingness Out Of Your Message.

So… How can my cause marketing get more interesting?

Start by understanding the motivations of People Press

People Press

People Press

{STORIES WORTH TELLING}

Newsfeed News

Newsfeed News

{STORIES WORTH TELLING}

The harsh truth (from a friend who cares)… Your Press Release is often not a story (worth telling). Yet.

10 #Winning Approaches to Get Interesting …and Get Attention From News and Newsfeeds

Lets look at some highly effective cause marketers, and what you can learn from them.

1. A great master of marketing Interestingness: William Castle, knew well how to Inject a Bit of Theater into his announcements

2. Tate Modern Dumbs It Down by making fine art relatable to pop culture and current times

3. Childrens’ Defense Fund Shocks/Mocks the System by running a 10YO for President

4. Minnesota Planetarium Society Challenges Age-Old Assumptions with a provocative new world view

5. “I Love Boobies” gets Refreshingly Honest to engage youth targets with a serious issue

6. Livestrong and #iranelection, and Starbuck’s Jobs for USA Make Participation Easy

7. PETA Borrows Equity from buzzworthy celeb hijinks to get their own message passed along

8. Susan G. Komen and (Red) recognizes and Lends Equity to brands

9. Special Olympics and MS Make People Co-Marketers into their otherwise serious agendas

10. Movember introduces “man cancer” into the conversation by generously Lending Interestingness to Its Participants

1.  Inject A Bit Of Theater 2.  Dumb It Down

3.  Shock/Mock The System 4.  Challenge Age-Old Assumptions

5.  Get Refreshingly Honest 6.  Make Participation Easy

7.  Borrow Equity 8.  Lend Equity (to brands)

9.  Make People Co-Marketers 10. Lend Interestingness to Your Participants

10 #Winning Approaches to Get Interesting

…and Get Attention From News and Newsfeeds

Appendix

Bookmarks

http://bytes.fallonhotdish.com http://knowyourmeme.com/memes/episodes http://buzzfeed.com http://www.todaysbigthing.com/ http://www.rocketboom.com http://knowyourmeme.com/ http://boingboing.net/ http://current.com/shows/infomania/viral-video-film-school/ http://tosh.comedycentral.com/

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