causemarketingtrends_strategy for good summit 2013

Digital Strategy for Good: Cause Marketing Trends 2013

Kate Olsen Network for Good Twitter: @Kate4Good Blog: CompaniesForGood.org Get the Guide: NetworkForGood.org/causemarketing

Why this stuff matters right now

@Kate4Good | www.CompaniesforGood.org

Companies

Consumers @Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

Companies

Consumers

THE SEISMIC SHIFT Fragmentation Filtering PFKATA are in control

@Kate4Good | www.CompaniesforGood.org

We are being ignored.

@Kate4Good | www.CompaniesforGood.org

Photo: LifeHacker

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

The Triple Value Proposition* *BBMG

@Kate4Good | www.CompaniesforGood.org

Practical: What is in it for me?

@Kate4Good | www.CompaniesforGood.org

Tribal: What is in it for my circle?

@Kate4Good | www.CompaniesforGood.org

Social: What is in it for we?

@Kate4Good | www.CompaniesforGood.org

Warmth + Competence for Brands

@Kate4Good | www.CompaniesforGood.org

“CSR is dead, long live CSR!” Social good + marketing

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

How do you do it? Check the 4 basics first.

@Kate4Good | www.CompaniesforGood.org

1. Suitability

@Kate4Good | www.CompaniesforGood.org

2. Authenticity

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

3. Transparency

4. Selling Point

@Kate4Good | www.CompaniesforGood.org

5 Cause Marketing Trends

1. Crowdsourced Philanthropy 2. (Digital) Action Campaigns 3. Issue Awareness Campaigns 4. Cause Affinity Platforms 5. Social Enterprise Spinoffs

@Kate4Good | www.CompaniesforGood.org

Crowdsourced Philanthropy

@Kate4Good | www.CompaniesforGood.org

(Digital) Action Campaigns

@Kate4Good | www.CompaniesforGood.org

Issue Awareness Campaigns

@Kate4Good | www.CompaniesforGood.org

Cause Affinity Platforms

@Kate4Good | www.CompaniesforGood.org

Social Enterprise Spinoffs

@Kate4Good | www.CompaniesforGood.org

How to make the most of the trends

@Kate4Good | www.CompaniesforGood.org

Set goals • WHO do you want to reach? • WHAT do you want them to do? • HOW will you measure success?

@Kate4Good | www.CompaniesforGood.org

Inspire action

• Easy • Urgent • Incentives • Participatory

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

Communicate Impact

• Share results • Tell the story

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

Say ‘thank you’

@Kate4Good | www.CompaniesforGood.org

@Kate4Good | www.CompaniesforGood.org

Kate Olsen

@Kate4Good | @Companies4Good

kate.olsen@networkforgood.org

www.networkforgood.org/partner

www.CompaniesforGood.org