Download - Cause Marketing - CrossLink Meetup Overview
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Cause Marketing for Social Brands CrossLink, 6/7/11 Michael Fasciano, Digital Strategist Twitter: @Fasciano
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Purpose
• First off, WELCOME to CrossLink!
• This presentation aims to provide a brief OVERVIEW on trends, examples, and best practices for cause marketing.
• The END GOAL is to provide insights that spark GROUP DISCUSSION. So please think about questions and comments that you’d like to raise during the Q&A!
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Cause Marketing Agenda
• The opportunity
• Strategic considerations
• Best in class examples
• Partners who can help
• Group discussion
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THE OPPORTUNITY
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What is Cause Marketing?! Hrmmmm....
• A literal definition might look something like one of the following:
“Cause Marketing is a relationship that bridges commerce and cause in ways that benefits both parties.”
– Alden Keene
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Less literally, it’s TURNING HEADS because it’s INHERENTLY SOCIAL
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Practically speaking, it’s simply CO-BRANDING
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A NEW FLAVOR that incorporates consumer participation
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SOCIAL BRANDS have new marketing needs
Cause marketing programs offer:
• Positive PERCEPTION and REPUTATION
• Loyal, engaged COMMUNITIES
• CONTENT for broader distribution and sharing
• An on-going brand story to PUBLISH and SHARE
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Causes are becoming a big part of the marketing toolkit
Cause-related sponsorship SPENDING is up to $1.7 BILLION and GROWING 5% per year (IEG, Spnsorship Report,” 1/4/11)
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Consumers are increasingly responsive to causes
Cause association impacts purchase decisions
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STRATEGIC CONSIDERATIONS
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Key planning challenge: Managing a diverse group of stakeholders and participants
BRANDS:
Seeking to support positive brand perception
Developing owned and earned media communications drive community, content and sharing
CAUSES:
Recruiting support in the form of advocacy and volunteerism
Courting financial donations to exist sustainably
CONSUMERS:
More conscious than ever about the impact of purchase decisions
Looking to participate in programs that they can believe in and share with friends
Want to feel good about spending money
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Best in-class examples
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Complete the action to benefit a cause
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Nestle’s Charity Partner: Dress For Success
Engagement: Send a note of encouragement and Coffee-Mate will donate $2 to Dress for Success
Dress for Success is a non-profit organization that provides interview suits, confidence boosts, and career development to low-income women around the world.
Join the conversation to support the cause
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Cause-based content program sparks branded advocacy
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MTV’s Charity Partner: Opportunitas Aequa
Engagement: First, watch a video and answer a question about the MTV show The Buried Life (shown below).
After completing that portion, MTV let people know how they can help children in war-affected Uganda.
Fan benchmarks trigger cause donations
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Community helps SELECT the cause
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Community helps DEVELOP the cause
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Starbucks: Even small donations can drive scaled response
Project Goal: Use social promoAons to aBract more in-‐store drink purchases.
Approach: Use paid “social ads” on Facebook to invite purchases of Starbucks drinks on World AIDS Day. Facebook event ads invite users to visit Starbucks on World AIDS day, during which each drink purchased will trigger a 5 cent donaAon to the Global Fund for fighAng AIDS in Africa
Outcome: – Almost 200k users stated that they planned to purchase a drink in Starbucks to support the Global Fund
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The product is inspired by the cause
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The business is based on social impact
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Best practices
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• Keep it simple
• Incent social actions
• Offer multiple ‘ways in’ for participation, across a spectrum of behaviors
• Maintain frequent updates as the story unfolds
• Spark ‘network effect’ to drive organic exposure
• Account for platform-based challenges
• Target the right audience
• Leverage existing audiences
• Social media is not FREE media
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Partners who can help
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Media Partners
Custom Development
Mobile Apps
Find Green
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Innovators entering the cause space
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• NEXT MEETUP: ‘Innovating Change: Cause-Minded Startups’
• WHEN: Thursday, June 16 @ 7pm
• WHAT: Panel discussion with leading cause entrepreneurs will be led by Nick Chirls, co-founder of Two-Seed
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Thank You
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‘Los Medicos’ Screening
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Group Discussion
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Appendix
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Common cause marketing relationships between the stakeholders
• Research and planning help determine how to minimize friction among program stakeholders
• For different products and communications, one profile may be more appropriate or acceptable than another
• (ie. Water vs. Chocolate vs. banking vs. childrens products)
• Most cause marketing must account for the consumer’s interests first and foremost
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Buy the product so you can support a cause!
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Brand identity is reinforced around cause and community
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Macy’s Charity Partner: Make-‐A-‐Wish
Engagement: Tell everyone in your social networks what is at the top of your holiday Wish List.
Macy’s also encouraged everyone to bring a leBer to Santa into any of their stores, and they would donate $1 for each leBer received.
Drive foot traffic to stores via events
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