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Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Why Should you
                     CARE?
•
The
world
is
a
mess,
but
it’s
worth
saving
•
People
expect
more
from
you
•
Doing
something
will
help
you
grow
Our promise
                      YOU
•
New
perspective
on
old
problems
•
Teach
you
how
the
world
is
changing
•
Clear
path
how
you
can
grow
from
it
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
We are confronted
with the fierce urgency
       of NOW.
   Martin Luther King Jr.
You only find out who
  is swimming naked
when the tide goes out.
       Warren Buffett
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
And
     “YOU”
    We mean:
individual
•
business
•
non-profit
So much
     DISCUSS
But
for
today,
let’s
focus
on
what
groups
can
do.
Acta,
NON
VERBA
nancially.
SOCIALLY.
Are you bringing
     A
VOICE
     to
solutions?
Are you empowering
       OTHERS
     to
help
the
effort?
Go a break down
THE
OLD
BARRIERS
     and
silos.
Big words hurt my brain
Let’s break is
    DOWN
What can a oup
     DO?
Philanthropy

  Here’s an oversized
check for that problem
Social
RESPONSIBILITY
    We’ll
do
our
work
and
  use
our
resources
in
a
way
that
helps
solve
that
problem.
Cause Marke ng
Let’s
rally
together
to
solve
the
problem.
              (Everyone
pitch
in!)
Advocacy
IS
IMPORTANT
Au n c y
IS
IMPORTANT
at sounds
AWFULLY
FAMILIAR
Today’s Big Idea:
AUTHENTIC

ADVOCACY
Part 1:
SOCIAL
MEDIA
PRIMER
Let’s start w
  THIS
TECHNOLOGY
STUFF
Technology
  IS
THE
ANSWER
Technology
 IS
NOT
THE
ANSWER
Technology
 IS
THE
PLATFORM
FOR
CREATING
THE
ANSWERS
Technology
HELPS
CONNECT
US
ALL
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
STILL NO FLYING CARS
So now what?
Everyone has a voice
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Rule live :
 STORY
MATTERS
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
amples
•
Armano
&
Daniela
  •
Mara
Triangle
         

http://darmano.typepad.com/logic_emotion/2009/01/pleas-help-us-help-daniellas-family.html
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
http://darmano.typepad.com/daniela/
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
http://www.maratriangle.org/
Part 2:
CAUSE
MARKETING
PRIMER
Market Secrets
   REVEALED
ere are no
SECRETS
Just Do is
•
Create
a
great
customer
experience
•
Offer
a
fantastic
product
•
Add
value
to
people’s
lives
•
Help
them
talk
about
it
(and
you)
Social Media =
SCALABLE
CONVERSATION
Media Usage
•
Facebook
has
more
than
175
million
active
users.

 -
They
spend
more
than
3
billion
minutes
there
each
day
•
One
billion
videos
are
watched
on
YouTube
each
day.
•
Flickr
boasts
33
million
users
and
more
than
3
billion
images.
•
Twitter
is
The
Matrix
and
it’s
rapidly
expanding.
Rule live :
STORY
MATTERS
Cause Marke ng
   WHAT
IS
IT?
“ His ry” Cause Marke ng
•   1983:
American
Express/Statue
of
Liberty
•   1984:
Ronald
McDonald
House
•   1990:
Komen
Race
for
the
Cure
•   1994:
MAC
Viva
Glam
•   1997:
Target
Take
Charge
of
Education

•   2004:
Dove
Campaign
for
Real
Beauty
•   2006:
Product
(RED)

                       http://www.coneinc.com/research/archive.php
2008 Cone Cause Study
• 89%
say
collaboration
is
necessary
to
solve
pressing
social
and









    environmental
issues.
•
79%
are
likely
to
switch
brands
based
on
cause
involvement

   •
compared
to
66%
in
1993.


   •
88%
of
18-24-year-olds/Millennials




                      http://www.coneinc.com/research/archive.php
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Collab a on
“LOOK
AT
WHAT
WE
DID!”
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Win-Win-Win
Busine + Non-Pr s
  are
collaborating
to
develop
deeper

relationships
and
create
lasting
change.
Remember
 THESE?
    •
Philanthropy
    •
Social
Responsibility
    •
Cause
Marketing
Busine Representa ves,
     PLUG
YOUR
EARS.
Non-Pr eers,
 PLUG
YOUR
EARS.
But what is ?
   REALLY.
Since When. . .
   DID
“DO
GOOD”
NOT
EQUAL
“DO
WELL”?
Crea ng
   AUTHENTIC
ADVOCACY
A
Framework
for
Cause-Related
Marketing
ese aren’t new
                 CONCEPTS
•
Charity
events
(walks,
-thons,
dinners)
•
Bulletin
boards
and
collection
jars
We just have new wa
        DOING
THEM
•
Twestival
•
ChipIn
• Facebook
Causes
Best Prac ces
•
Be
Real
•
Be
Passionate
•
Be
Realistic
•
Be
Transparent
•
Be
Connected
Be Real
•
Authenticity
=
Trust
•
Find
like-minded
partners
•
Opportunism
never
goes
unpunished
Be Pa ionate
•
Long-term
commitment
•
Endure
criticism
and
skepticism
Be Realis c
•
Not
about
“going
viral”
•
Not
everyone
cares
about
you
•
But
someone
does
•
and
they
know
others
like
them
Be Transparent
•
What
do
you
get
out
of
this?
•
What
have
you
already
done?
•
What
do
you
plan
to
do
in
the
future?
Be Connected
•
Use
social
media
to
expand
and
explode
•
Seek
ideas
&
leadership
from
others
Best Prac ces
•
Be
Real
•
Be
Passionate
•
Be
Realistic
•
Be
Transparent
•
Be
Connected
ponen al pansion
   AWARENESS
Crea ng Engagement
    COMMUNITY
Case Studies
•
Keep
Indianapolis
Beautiful
•
Starbucks
• The
Nature
Conservancy
•
Share
Our
Strength
My Tree & Me
KEEP
INDIANAPOLIS
BEAUTIFUL
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Sta s cs
•
1,750
trees
named
and
registered
• 4,938
unique
visitors
• 73,053
pageviews
• 04:41
average
length
per
session
http://www.v2v.net/starbucks
http://www.starbucks.com/sharedplanet/
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Lauching
March
5,
2009
-
http://www.PledgeToEndHunger.com
Lauching
March
5,
2009
-
http://www.PledgeToEndHunger.com
A clear pa
5 in you can do now
1.
Decide
to
be
a
leader
2.
Build
a
soapbox
3.
Share
your
story
4.
Cultivate
a
community
5.
Show
the
results
Dig al Blueprint
•
create
an
integrated
outreach
strategy
•
match
technologies
to
your
goals
•
build
and
engage
your
audience
•
drives
our
full-service
creative
solutions
Thank
You
for
Attending!
 @mitchmaxson



 @scottyhendo

           http://www.mediasauce.com
           http://blog.mediasauce.com
Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

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