lethal generosity
TRANSCRIPT
Lethal Generosity: Unleashing Corporate Superpowers for Good
just take my hand let's fly away on Flickr - Photo Sharing! http://ow.ly/1ygyz
1. What is lethal generosity?2. Connecting Your Corporate Brand to Lethal Generosity3. Unleashing Corporate Super Hero Powers for Good4. Lethal Generosity Tactics5. Exercise: Strategy Brainstorm6. Research Design: Questions, Hypothesis, Methods
Beth Kanter, CEO Zoetica @kanterKami Huyse, President Zoetica @kamichat
Agenda
Flickr Phot by Eva Blue http://ow.ly/1zwba
Lethal Generosity:Generosity attached
to a branding strategy,
Twitterville, p. 110-11
Molson Canada is proud to play its part to help people make responsible choices!
is when a corporation advances social change resulting in a competitive difference that contributes to business results.
Lethal Generosity…
Social media tactics are aligned with the fundamental mission of the business, the internal interests of its employees or mitigate against negative impact to society.
Social Media Best Practices
Lethal Generosity; How and Where To Start?
Mission
StakeholdersProblem
Lethal Generosity is a hybrid between cause marketing and Corporate Social Responsibility
Cause Related Marketing
Tide – “Feeding America” partnership– 150 influencers– Tide T-Shirt Sale $20 (donate portion of proceeds)– Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson
and general derision
Product Donations, Awareness Raising, and Sponsored Events
A Comment = 100 pounds of protein
Sponsored Day of Service with Social Media Team
Lethal Generosity Best Practices
Mission
StakeholdersProblem
Share Pair: How might your company or client use lethal generosity?
Mission
StakeholdersProblem
Unleashing Corporate Super Hero Powers for
Good
• Comic-Con 2009 - Friday on Flickr - Photo Sharing! http://ow.ly/1yc1q
Superhero Corporate Culture
Authentic
Nimble
ResponsiveMatrixed
Value Centric
From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv
Breaking Silos with Networked Teams
Credit: David Armano, Micro Sociology of Networks, as hacked by Beth Kanter
Excercise:Does your company work like a matrix?
Somewhere in between?
VER
YN
OT
AT A
LL
Tactic Definition Example
Donations Donates money, employee time or product
Haagen-Daaz Honey Bee Campaign
Sponsorship and Awareness
Sponsors a public event or campaign that highlights a cause or issue
Greenopolis
Contest/Challenge Directly involves stakeholders in social change project or program
Pepsi, Chase, Target
Lethal Generosity Tactics
The Honeybee Campaign: Donations and Issue Education
Issue Awareness and EducationDonation to Research
Contests
Mobilize
Beth Kanter - Charities Cry Foul on Chase FB haritable Giving Campaign http://ow.ly/1B3Tj
Copyright 2010 © all rights reserved
Kami Watson Huyse, APRPresident and COO
@kamichat
Phone: (713) 568-5750E-mail: [email protected]: Communication Overtones,
www.kamihuyse.com
Beth KanterChief Executive Officer
@kanter
Phone: (650) 823-9401E-mail: [email protected]
Blog: www.bethkanter.comWeb site: www.zoeticamedia.com