15c Kate Olsen Slides
Digital Strategy for Good: Cause Marketing Trends 2013
Kate Olsen Director of Partnerships Network for Good Twitter: @Kate4Good Blog: CompaniesForGood.org
Get the Guide: NetworkForGood.org/causemarketing
Why this stuff matters right now
@Kate4Good | www.CompaniesforGood.org
Companies
Consumers @Kate4Good | www.CompaniesforGood.org
Companies
Consumers @Kate4Good | www.CompaniesforGood.org
THE SEISMIC SHIFT Fragmentation Filtering PFKATA are in control
@Kate4Good | www.CompaniesforGood.org
We are being ignored.
@Kate4Good | www.CompaniesforGood.org
Photo: LifeHacker
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
The Triple Value Proposition*
*BBMG
@Kate4Good | www.CompaniesforGood.org
Practical: What is in it for me?
@Kate4Good | www.CompaniesforGood.org
Tribal: What is in it for my circle?
@Kate4Good | www.CompaniesforGood.org
Social: What is in it for we?
@Kate4Good | www.CompaniesforGood.org
Warmth + Competence for Brands
@Kate4Good | www.CompaniesforGood.org
“CSR is dead, long live CSR!”
Social good + marketing
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
How do you do it? Check the 4 basics first.
@Kate4Good | www.CompaniesforGood.org
1. Suitability
@Kate4Good | www.CompaniesforGood.org
2. Authenticity
@Kate4Good | www.CompaniesforGood.org
3. Transparency
@Kate4Good | www.CompaniesforGood.org
4. Selling Point
@Kate4Good | www.CompaniesforGood.org
5 Cause Marketing Trends 1. 2. 3. 4. 5.
Crowdsourced Philanthropy (Digital) Action Campaigns Issue Awareness Campaigns Cause Affinity Platforms Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
Crowdsourced Philanthropy
@Kate4Good | www.CompaniesforGood.org
(Digital) Action Campaigns
@Kate4Good | www.CompaniesforGood.org
Issue Awareness Campaigns
@Kate4Good | www.CompaniesforGood.org
Cause Affinity Platforms
@Kate4Good | www.CompaniesforGood.org
Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
How to make the most of the trends
@Kate4Good | www.CompaniesforGood.org
Set goals • • •
WHO do you want to reach? WHAT do you want them to do? HOW will you measure success?
@Kate4Good | www.CompaniesforGood.org
Inspire action • • • •
Easy Urgent Incentives Participatory
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Communicate Impact • •
Share results Tell the story
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Say ‘thank you’
@Kate4Good | www.CompaniesforGood.org
Kate Olsen @Kate4Good | @Companies4Good [email protected]
www.networkforgood.org/partner www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Kate Olsen Director of Partnerships Network for Good Twitter: @Kate4Good Blog: CompaniesForGood.org
Get the Guide: NetworkForGood.org/causemarketing
Why this stuff matters right now
@Kate4Good | www.CompaniesforGood.org
Companies
Consumers @Kate4Good | www.CompaniesforGood.org
Companies
Consumers @Kate4Good | www.CompaniesforGood.org
THE SEISMIC SHIFT Fragmentation Filtering PFKATA are in control
@Kate4Good | www.CompaniesforGood.org
We are being ignored.
@Kate4Good | www.CompaniesforGood.org
Photo: LifeHacker
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
The Triple Value Proposition*
*BBMG
@Kate4Good | www.CompaniesforGood.org
Practical: What is in it for me?
@Kate4Good | www.CompaniesforGood.org
Tribal: What is in it for my circle?
@Kate4Good | www.CompaniesforGood.org
Social: What is in it for we?
@Kate4Good | www.CompaniesforGood.org
Warmth + Competence for Brands
@Kate4Good | www.CompaniesforGood.org
“CSR is dead, long live CSR!”
Social good + marketing
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
How do you do it? Check the 4 basics first.
@Kate4Good | www.CompaniesforGood.org
1. Suitability
@Kate4Good | www.CompaniesforGood.org
2. Authenticity
@Kate4Good | www.CompaniesforGood.org
3. Transparency
@Kate4Good | www.CompaniesforGood.org
4. Selling Point
@Kate4Good | www.CompaniesforGood.org
5 Cause Marketing Trends 1. 2. 3. 4. 5.
Crowdsourced Philanthropy (Digital) Action Campaigns Issue Awareness Campaigns Cause Affinity Platforms Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
Crowdsourced Philanthropy
@Kate4Good | www.CompaniesforGood.org
(Digital) Action Campaigns
@Kate4Good | www.CompaniesforGood.org
Issue Awareness Campaigns
@Kate4Good | www.CompaniesforGood.org
Cause Affinity Platforms
@Kate4Good | www.CompaniesforGood.org
Social Enterprise Spinoffs
@Kate4Good | www.CompaniesforGood.org
How to make the most of the trends
@Kate4Good | www.CompaniesforGood.org
Set goals • • •
WHO do you want to reach? WHAT do you want them to do? HOW will you measure success?
@Kate4Good | www.CompaniesforGood.org
Inspire action • • • •
Easy Urgent Incentives Participatory
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Communicate Impact • •
Share results Tell the story
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
Say ‘thank you’
@Kate4Good | www.CompaniesforGood.org
Kate Olsen @Kate4Good | @Companies4Good [email protected]
www.networkforgood.org/partner www.CompaniesforGood.org
@Kate4Good | www.CompaniesforGood.org
