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


Companies

Consumers

THE SEISMIC SHIFT Fragmentation Filtering PFKATA are in control


We are being ignored.


Photo: LifeHacker


The Triple Value Proposition* *BBMG


Practical: What is in it for me?


Tribal: What is in it for my circle?


Social: What is in it for we?


Warmth + Competence for Brands


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


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


1. Suitability


2. Authenticity



3. Transparency

4. Selling Point


5 Cause Marketing Trends

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


Crowdsourced Philanthropy


(Digital) Action Campaigns


Issue Awareness Campaigns


Cause Affinity Platforms


Social Enterprise Spinoffs


How to make the most of the trends


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


Inspire action

• Easy • Urgent • Incentives • Participatory


Communicate Impact

• Share results • Tell the story


Say ‘thank you’



Kate Olsen

@Kate4Good | @Companies4Good

[email protected]

www.networkforgood.org/partner

www.CompaniesforGood.org

causemarketingtrends_strategy for good summit 2013

Documents