causemarketingtrends_strategy for good summit 2013
TRANSCRIPT
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Digital Strategy for Good: Cause Marketing Trends 2013
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Kate Olsen Network for Good Twitter: @Kate4Good Blog: CompaniesForGood.org Get the Guide: NetworkForGood.org/causemarketing
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Why this stuff matters right now
@Kate4Good | www.CompaniesforGood.org
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Companies
Consumers @Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
Companies
Consumers
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THE SEISMIC SHIFT Fragmentation Filtering PFKATA are in control
@Kate4Good | www.CompaniesforGood.org
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We are being ignored.
@Kate4Good | www.CompaniesforGood.org
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Photo: LifeHacker
@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
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The Triple Value Proposition* *BBMG
@Kate4Good | www.CompaniesforGood.org
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Practical: What is in it for me?
@Kate4Good | www.CompaniesforGood.org
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Tribal: What is in it for my circle?
@Kate4Good | www.CompaniesforGood.org
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Social: What is in it for we?
@Kate4Good | www.CompaniesforGood.org
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Warmth + Competence for Brands
@Kate4Good | www.CompaniesforGood.org
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“CSR is dead, long live CSR!” Social good + marketing
@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
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How do you do it? Check the 4 basics first.
@Kate4Good | www.CompaniesforGood.org
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1. Suitability
@Kate4Good | www.CompaniesforGood.org
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2. Authenticity
@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
3. Transparency
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4. Selling Point
@Kate4Good | www.CompaniesforGood.org
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5 Cause Marketing Trends
1. Crowdsourced Philanthropy 2. (Digital) Action Campaigns 3. Issue Awareness Campaigns 4. Cause Affinity Platforms 5. Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
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Crowdsourced Philanthropy
@Kate4Good | www.CompaniesforGood.org
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(Digital) Action Campaigns
@Kate4Good | www.CompaniesforGood.org
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Issue Awareness Campaigns
@Kate4Good | www.CompaniesforGood.org
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Cause Affinity Platforms
@Kate4Good | www.CompaniesforGood.org
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Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
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How to make the most of the trends
@Kate4Good | www.CompaniesforGood.org
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Set goals • WHO do you want to reach? • WHAT do you want them to do? • HOW will you measure success?
@Kate4Good | www.CompaniesforGood.org
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Inspire action
• Easy • Urgent • Incentives • Participatory
@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
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Communicate Impact
• Share results • Tell the story
@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
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Say ‘thank you’
@Kate4Good | www.CompaniesforGood.org
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@Kate4Good | www.CompaniesforGood.org
Kate Olsen
@Kate4Good | @Companies4Good
www.networkforgood.org/partner
www.CompaniesforGood.org