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

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Easy-to-use tools

Are you prepared for this reality?

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

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

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

Lessons Learned: 1. Leadership Matters 2. Sound the Bugle 3. Free Philanthropy Works 4. Embrace the Swarms 5. Live Interactions Amplify 6. Use the Right Tools

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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Success

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: 1. Leadership Matters 2. Sound the Bugle 3. Free Philanthropy Works 4. Embrace the Swarms 5. Live Interactions Amplify 6. Use the Right Tools

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

Questions?

Letʼs stay connected: > @scottyhendo > scott.henderson@mediasauce.com > 317.218.0488 > rallythecause.com