cause marketing forum 2011
DESCRIPTION
Seema Bhende and Suzanne Zurn's presentation from the 2011 Cause Marketing Forum.TRANSCRIPT
CAUSE ATTENTION
SEEMA BHENDE @seemabhende
SUZANNE ZURN @suzzurn
June 2, 2011
USING SOCIAL MEDIA TO IDENTIFY, INFLUENCE AND ENGAGE
HOW DID THEY DO THAT?
HOW CAN I GET THOSE RESULTS?
KEY PRINCIPLES
1. IDENTIFY
2. INFLUENCE 3. ENGAGE 4. MEASURE
5. ???
TO DRIVE INFLUENCE & ENGAGEMENT
WALK IN YOUR AUDIENCES’ SHOES
IDENTIFY
“You never really know a man until you stand in his shoes and walk around in them.” -Harper Lee
KNOWLEDGE IS POWER• Research the cause marketplace, trends and influentials
• Identify target audience
• Understand where your audience is online and its communication preferences
IDEN
TIF
Y
CREATE A CIRCLE OF INFLUENCE
INFLUENCE
INFLUENCE IS CURRENCY
INFL
UEN
CE
JEFF SCHWARTZCEO, TimberlandExecutive Spokesperson
TWITTER PARTYMom it Forward#gno
INTERNALLY EXTERNALLYALIGN campaigns across the organization
UNDERSTAND who your influencers are to amplify your efforts
PUT ON YOUR LISTENING CAP
ENGAGE
DON’T JUST TALK – LISTEN!
EN
GA
GE
KEY PRINCIPLES TO ENGAGING AUDIENCES VIA SOCIAL MEDIA
Use a variety of content channels: Blogs, Twitter, Facebook, News Stream, Website, Mobile, Worth of Mouth
Use multiple content types to promote your cause campaign: Text, Video/Animation. Photos/Graphics, Infographics, Interactive, Paid Advertising
Create a clear call to action: Easy to get involved, Mobile, Shareable, Memorable, Merge online and offline activities
Create an effective two-way dialogue: Talk, Listen, Encourage Interaction, Share, Embrace and plan for criticism, Course correct as needed
EN
GA
GE
EN
GA
GE
EN
GA
GE
EN
GA
GE
CONTENT IS KING BUT METRICS MAKE HIM POWERFUL
MEASURE
MEASUREMENT IS PROOF
MEA
SU
RE MONITORING SOCIAL MEDIA
IMPACT IS CRITICAL TO SHOW SUCCESS
• Monitor at each stage
• Listen and adapt campaign
• Get input from influencers
MEA
SU
RE
???
BUILD A SOLID FOUNDATION
CONSTRUCT
FORTIFY YOUR COMMUNICATIONS ARCHITECTURE
CO
NS
TR
UC
T THE CENTRAL NERVOUS SYSTEM OF YOUR DIGITAL STRATEGY
BUSINESS PROBLEM/OPPORTUNITY
AUDIENCE DISCOVERY
STRATEGY
PRODUCEEXECUTE
MEASURE
CO
NS
TR
UC
T CENTER OF EXCELLENCE MODEL
CAUSE ATTENTION
RECAP KEY PRINCIPLES
1. IDENTIFY
2. INFLUENCE 3. ENGAGE 4. MEASURE
5. CONSTRUCT
SEEMA BHENDESenior Director, WE Social Innovation Practice,
Seattle, WA
Phone: +1 425 638 7079
Email: [email protected]
Twitter: @seemabhende
SUZANNE ZURNVice President, WE Studio D,
Washington, DC
Phone: +1 202 261 7807
Email: [email protected]
Twitter: @suzzurn
THANK YOU