pib initial pitch slideshare jul9
DESCRIPTION
This was the initial pitch to Second Cup for coming on board as a provincial sponsor for Pay It Backward Day.TRANSCRIPT
The Social Network for Do Gooders!
Pay It Backward Presentation – May 2009
Afshin Mousavian | Co-Founder
RELATIONSHIPS
Trust Communication Collaboration Ownership
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How are they built?
What do consumers care about?
How should we communicate with them?
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QUESTION
FACTS:
Conscious shopping is now a life style.
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Social networks are a part of our everyday life.
WHAT IF…
We did social good through social media?
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GOOD SOCIAL NETWORKING
DailyChallenge.org uses social media to
connect conscious consumers, responsible brands and worthy causes, and empowers them to create greater change.
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Pay It Backward Day
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3rd Highest Trend on Twitter!
(worldwide)
THE RESULT:
ESTIMATED MEDIA VALUATION
Media Reach: 450,000 +
Media Reach Value: $150,000 +
Donations Raised in 4 Hours: $1,500 +
Cost to SickKids Foundation: $0
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OUR RECORD BREAKERAlive today because of SickKids
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“The event was joyful, bringing out the best in Torontonians.”
Erica Ehm – Yummy Mummy Club
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“I have been involved in hundreds of charity events and none were more fun than this one.”
Michael Landsberg – TSN
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“We had more customers in 4 hours than we have ever had before”
“Companies can drive A LOT of new business by demonstrating leadership in their communities.”
Benny Banipal – Store Owner
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WHAT CAN WE DO NOW?
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LETS GO BIGGER…
PAY IT BACKWARD DAY
Marketing + Social Media + Cause
Initiative!
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Ontario wide Pay It Backward Day:
• A 1-day event in Ont. Second Cup locations
• + other national sponsors
• Inspire 5000 acts of kindness
• Goal to raise $15,000 in donations
• Amazing prizes for participants
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PIBDAY PROVIDES SOLUTION
• Promoted through social media• A cause based event• Managed fully by DailyChallenge.org• Involving brands as sponsors• Turnkey operation for franchisees
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CUSTOMER’S EXPERIENCE
1. “would you like to pay it backward?”
2. $5 donated by sponsors per act of kindness
3. Donations go to Sick Kids Foundation
4. Customer is given a card to register online
5. There will be a draw for winners post event
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FRANCHISEE’S EXPERIENCE
1. Put up 3 posters in store
2. Basic training of staff to ask:“Would you like to pay it backward?”
3. Hand out the prize registration card
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SOCIAL MEDIA STRATEGY
• PIBDAY page and Daily Challenge profile• Facebook Fan, Group and Event page• Twitter promotion of the event & updates• YouTube channel with pre and post videos• Blog syndication pre and post event• Logo on cards• Traditional media coverage
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SOCIAL MEDIA EXPOSURE
WHY GET INVOLVED?
• Leadership
• Exposure
• Evangelists
• Cost effective
• Sustainable
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SO…
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ARE WE DEVELOPING RELATIONSHIPS?
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NO…
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WE ARE DEVELOPINGLONGTERM
RELATIONSHIPS:)
QUESTIONS
How does this event effect:
1. Your brand value?
2. Existing consumers?
3. Attract new consumers?
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