kellstadt event presentation

ThinkingBeyondTheDonationBox

START

CauseMarketingis...

...nothelpinganyone

...makingthingsworse

...amarketingterm

...>ishwrapper

...astalltactic

...aCYAmaneuver

...apoorinvestment

TechnologyChangesEverything

RealLifeChangesEverything

TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof9line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.

InformationmovesFASTER.PeoplearemorecloselyCONNECTED.WeallhaveDIFFERENTOPTIONSandBETTERCHOICES.OurEXPECTATIONSAREHIGHER.TheconnectionswemaketotheissuesandeventsthatshapeourworldarebeingTRANSFORMED‐‐rapidlyandconstantly.

Everythingmustchange.

Shift&Reset

Howorganizationsoperate,organize,andcommunicatemustbeRE­IMAGINED.ThepassionandinterestofindividualsmustbeRE­FOCUSEDandRE­DIRECTED.ThewaysthatwemeasuresuccessmustbeRE­ASSESSED.ThewayswepromotebigideasandcreatebettersolutionsmustbeRE­ENVISIONED.

MoreCause.LessMarketing.

Marketingaspartofthemission

Servingthecausevs.Solvingthecause

[5Cases]

[5Tools]

[BigFinish]

Thefutureofcausemarketingisabout...

...co­opera­tition

...expirationdates

...doingless(notmore)

...adaptivescale

...guidedcrowdsourcing

...countingdown

...REALimpact

Consideryourselfchallenged

Ask Me Anything

ThinkingBeyondTheDonationBox

THEEND

EXTRAS

[TheBasics]

Brandisaboutexperience

Marketingislikedating...andmarriage

TrustmeI’ma

marketer

Technologyisjustthefacilitator

Socialmediachangeseverything...andnothing

[little‘m’]

Timely,relevant,compellinginformation

Experiencespeoplewillremember(fondly)andtalk

about.

Stuffthatpeoplewilluse...andvalue.

[Tactical]

Thereisno‘rightway’toblog

Thereisno‘rightway’toblog

Morewatching/listening=moreremembering

Gamesareformorethanplaying

Mobilephonesarealwayson,alwaysactive

Thereisno‘rightway’toblog

EverythingissocialFindabilityismoreimportantthanlocation

Stuffisimportant

Listeningandhearingaredifferent

[Ops]

KnowYourAudience

DemographicPsychographicSocial­graphicBehavioral

OrderofOperations

GoalsStrategies

TacticsResources

1)CreatingaudiencePro>iles

2)Developingacontentplan

3)Monitoring

4)Experimentingw/outreach

5)Buildingsystems

Gettingstarted

1)Positioning

2)RealTime

3)Value

4)Transparency

Thinklikeanoperative

[Reminder]

Change is hard: You are asking people to shift their

behavior. It cannot be forced.

Audiences need help and support: You need to teach people how to have

an impact.

Organizations must be patient and committed: You have to invest -- time, money, energy, and focus

-- to be successful.

Try. Fail. Learn: There are no right answers. Nobody

knows exactly how this stuff works.

emailme:brian@littlemmedia.com

callme:617.417.9436

followme:twitter.com/brianreich

friendme:facebook.com/brianreich

readme:MediaRules!Shift&Reset(Spring2011)

ThinkingAboutMedia.comFastCompanyExpert!

downloadme:slideshare.net/brianreich

linktome:linkedin.com/in/brianreich

BrianReichmanagingdirector,littlemmedia