beyond cause marketing 2011: presentation slides

8/4/2019 Beyond Cause Marketing 2011: Presentation Slides

1/30

September16,2011

Cambridge,MA


2/30


3/30

#BeyondCM#FutureM

@CauseShift@ScottyHendo


4/30

4

Presentedby:


5/30

Causemarketingisntgettingthejobdone.Forallthemoneyandattentionthatisraised,notenoughisbeing

donetoaddressthemajorchallengesfacingsociety

today.Toomanyorganizationsareservingcauses,not

solvingthem.

Itstimetoshiftourthinkingandapproach.Weare

bringingtogetheradiversegroupofleaderstocreatea

newframeworkforhowmarketers,companies,non-

pro@itgroups,andgovernmentcanbetterengageand

encouragethepublictosolvesocialissues.

Whyarewehere?


6/30

Moneyisoff

thetableThisisnotaboutfundraising


7/30

7

Weneedtogetpeopletalkingandthinkingandgeneratingnewideas.Wemustlookathowcompanies,

nonpro@its,governments,media,individuals,etc.canwork

togetherincompletelynewanddifferentwaystoengage

communities(andviceversa)inaddressingseriousissuesinmeaningful,measurableways.

Itstimetogobig,orgohome.

Changingthecoloroftheribbonisntenough.

FocusonOneThingyoucandonow

Thejourneyofa1,000milesstartswithonestep.

Howdowegetthere?


8/30

BEYONDcausemarketing


9/30

WhatistheOneThingorganizationsneedto:

STOPdoing?

FOCUSondoingmore?


10/30

ConversationGauntlet


11/30

BrianReich(@BrianReich)isauthorofShift+Resetand

SVP-GlobalEditoratEdelman,theleadingindependent

globalPR@irm.

Havingconceivedandlaunchmultipledigitalcampaigns,Brianthinksmost

organizationsarefocusedonthewrongthings.Despitehisskepticism,heis

optimisticabouttheworldsfuture.

Readmoreathttp://www.edelman.comandhttp://www.shiftandreset.com
http://www.edelman.com/http://www.shiftandreset.com/http://www.shiftandreset.com/http://www.shiftandreset.com/http://www.edelman.com/http://www.edelman.com/


12/30

RobbieVitrano(@robbievitrano)isco-founderandbrand

architectofNakedPizza,thefoodcompanycommittedto

disruptingthefastfood/pizzaindustrybybringinghealthier

pizzatopeoplearoundtheworld.AsthefounderofTrumpetGroup,Robbiehasbeeninstrumentalintherevivaland

rebuildingofbelovedNewOrleans.Heunderstandstheneedtobalanceprivateand

publicgainwhileencouragingcompetitorstocollaborate.

Readmoreathttp://www.nakedpizza.biz
http://www.nakedpizza.biz/http://www.nakedpizza.biz/http://www.nakedpizza.biz/http://www.nakedpizza.biz/


13/30

KyleKlatt(@KyleKGroupon)ismanagerofdevelopment

fortheG-Team,Grouponsphilanthropicarmthatusesthe

powerofcollectiveactiontoaddresslocalcommunityissues

Kylespassionforvolunteerismisntarecentphenomenon.Hisphilanthropic

pursuitsbeganatage13asavolunteercampcounselorandcontinuetodayforthe

HumanRightsCampaignandvariousHIV/AIDSorganizations.

Readmoreathttp://www.groupon.com/g-team
http://www.groupon.com/g-teamhttp://www.groupon.com/g-teamhttp://www.groupon.com/g-teamhttp://www.groupon.com/g-team


14/30

AdamArcher(@GamesThatGive)isco-founderofGames

ThatGiveandgeneralmanagerofVitrue,anonline

platformthathelpsbrands,marketersandagenciesmaximizetheirsocialcommunityengagement.

Readmoreathttp://www.gamesthatgive.netandhttp://www.vitrue.com
http://www.gamesthatgive.net/http://www.gamesthatgive.net/http://www.gamesthatgive.net/


15/30

BeccaColbaugh(@Becca_Colbaugh)isvicepresidentat

JESSE3,acreativeagencyspecializinginvisualstorytelling.

Withanextensivebackgroundincausecampaigns,Beccahelpsmakesurethetrainsrunontime.PriortoJESS3,shewasdirectorofmediafortheInstitutefor

EconomicEmpowermentofWomenandaseniorproducerforTheMcLaughlin

Group.

Readmoreathttp://www.JESS3.com
http://www.jess3.com/http://www.jess3.com/http://www.jess3.com/


16/30

StevenHoward(@stmhoward)isanadvancedanalytics

expert,specializinginusingdatatodriveconsumerbehavior.

Asthepracticeleaderofateamofdataexpertsacrossthecountry,Stevenhelps

clientsdeveloppredictivemodelsofconsumerandbusinesscustomerbehaviorand

engagement.


17/30

CalebBarlow(@calebbarlow)isdirectorofUniied

Communications&CollaborationforIBM,theglobal

solutionscompany.

AsataskforcememberoftheUnitedNations7BillionActionsinitiative,Caleb

organizedtheUNHackDayaspartofthecompanys100thAnniversary

Celebration.thatincludedexpertsfromNGOsandothercompanies.

Learnmoreathttp://www.blogtalkradio.com/uni@iedcommunicationsand

http://www.7billionactions.org
http://www.7billionactions.org/http://www.blogtalkradio.com/unifiedcommunicationshttp://www.7billionactions.org/http://www.7billionactions.org/http://www.blogtalkradio.com/unifiedcommunicationshttp://www.blogtalkradio.com/unifiedcommunications


18/30

18

BreakoutTeamSession


19/30

19

OneThing:VisualStorytelling

Stateyourpurposein8wordsorless

andusethat1statementfor7days

Measure/re9lectonresponsestothestatement

Iterateasneededtomeetyour

engagementobjective


20/30

20

OneThing:Hackathon

De9ineyourobjectives

Engagedevelopersinawaythattaps

theirpassions Givethemaccesstokeyorganizational

leaders

Getoutofthewayandletthemdevelop


21/30

21

OneThing:Mobile/LBS

Understandthesearetools

Toolsareonlyasgoodas

organizationspassion Letthepassion9lowthroughthetools


22/30

22

OneThing:Transmedia

(Multi-channelStories)Understandyourcausesunique

relevance

UnderstandyourtargetaudienceDriveyourstorytoenableprecise,

effectiveactions


23/30

23

OneThing:

Public/PrivateAlliances Establishasocialcontract

Convenecompetitorstogivethemthe

spacetocollaborateDe9inemeasurablegoals

Takeanagileapproach


24/30

24

OneThing:Gaming

Understandyourgoals

Alignwithanappropriatepartner

DeliverameaningfulexperienceMeasureimpact

Startexperimenting,dontwait


25/30

25

Whatsmissingfromtodaysconversation?


26/30

26

ContinuetheConversation

http://on.b.me/BeyondCMGroup

http://www.sandboxsessions.com
http://www.sandboxsessions.com/http://www.sandboxsessions.com/http://on.fb.me/BeyondCMGrouphttp://on.fb.me/BeyondCMGroup


27/30

27

FinalThoughts


28/30

28

Free30-DayTrial

Sendemailtorcaldwell@gabacus.comUseBeyondCM-StevenHowardinthesubjectline
mailto:[email protected]:[email protected]


29/30

29

Abigthankstooursponsors:


30/30

30

Thankyou!

http://www.causeshift.com
http://www.causeshift.com/http://www.causeshift.com/

beyond cause marketing 2011: presentation slides

Documents