Post on 29-Nov-2014
description
transcript
Social Media for Cause Marketers
A little about me
It is wonderful to create.Akira Kurosawa
A little about you
What can you expect today?
Framework
Exploration
Application
Letʼs get started
The Interconnected AGE
billion1
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Easy-to-use tools
Are you prepared for this reality?
The SOCIAL MEDIA Primer
Technology is only as good as the peopleit connects
Static content >> Dynamic flow
Push out >> Pull in
Destination >> Presence
Five Main ToolsBlogs
YouTubeFlickr
FacebookTwitter
Four Key Tactics - be real- stand out - involve- interact
Blogs
http://beth.typepad.com/beths_blog/
create conversations
Flickr
share images
33 million users3 billion images
YouTube
share videos
1 billion videosviewed per day
stay sociallyconnected
200 millionregistered users
3 billion minutesspent per day
Fan Pages
Fan Pages (cont.)
Events
Causes
real-time sharing
7 million daily visitors
3 million 35-49 years old
Four Key Tactics - be real- stand out - involve- interact
Bring these toyour online presence
Questions?
CAUSE MARKETINGRevisited
How are you bringing a voice?
How are you empowering others?
Philanthropy
Here’s an oversized check for that problem
Gotta break down the barriers and silos
Best Practicesbe realbe passionatebe realisticbe creativebe connected
Be Real> showcase the cause> opportunism never goes unpunished> transparency and accountability
Be Passionate> really care about the cause> long-term commitment> endure the criticism & skeptics
Be Realistic> not about “going viral”> not everyone cares> but someone does> and they know others
Be Creative> stay away from “got milk?”> use the power of story> how can you stand out?
Be Connected> use social media to expand> make it easy for me to share> seek out ideas and leadership
Best Practicesbe realbe passionatebe realisticbe creativebe connected
activityresults
define success
awarenessconnections
influencetransactions
engagement
ask the right questions
primary objectives?
secondary objectives?
leading indicators?
match the metrics
views/visitscommentssubmittalsretweetsmembers
learn listen adapt
no one has the corner on the market of good ideas
Questions?
CASE STUDIES LESSONS LEARNED
Quaker Oats
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
Kraft
http://www.sharealittlecomfort.com
5/19 5/27
P&G Tide
http://www.Tide.com/LoadsofHope
Pedigree
http://www.pedigree.com/03Adoption/default.aspx
Pledge to End Hunger
http://www.pledgetoendhunger.com
opportunity:SXSWi ʼ09
primary objective:raise awareness
secondary objective:raise funds
key leaders:2 co-chairs with 50+ champions
compelling story:1 of 6 kids hungry1 click feeds 140 kids
strategy: > main hub > sm outposts > easy call-to-action
easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
generating traffic: > HungerPledge champs > email sends > press releases
Act I: Launch
Email Sends: > Kimball - 13k > Kompolt - 27k > MediaSauce - 4k > Share Our Strength - 30k > Second Helpings - 3k > Capital Area Food Bank - 3k
First 48 hours: > 4,617 visits > 1,116 pledges > $2,781 donated
First Week: > 8,635 visits > 2,176 pledges > $4,619 donated
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Act II: SXSWi ʼ09
12for12k.org:$13k+ on 3/12
Highlights: > Offline-to-Online > High-value convos > Podium mentions > Low-tech promos
Second Week: > 7,628 visits > 2,030 pledges > $17,370 donated
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Act III: Charity Smackdown
Third Week: > 1,649 visits > 493 pledges > $1,520 donated
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So did we win?
Three Weeks: > 4,699 pledges > 17,912 visits > $23,509 donated
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Top 10 Sources 2% of total
57% of traffic
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]
Lessons Learned: > Non-Flash mobile version > Respect the email > Better Use of Facebook > Only So Many New Goals
The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place
Questions?
YOUR TURN BRING IT ALL TOGETHER
LET’S STAY CONNECTED
> @scottyhendo > scott.henderson@mediasauce.com > 317.218.0488 > blog.mediasauce.com