Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

Why Should youCARE?

•Theworldisamess,butit’sworthsaving•Peopleexpectmorefromyou•Doingsomethingwillhelpyougrow

Our promise !YOU

•Newperspectiveonoldproblems•Teachyouhowtheworldischanging•Clearpathhowyoucangrowfromit

We are confronted with the fierce urgency

of NOW.

Martin Luther King Jr.

You only find out who is swimming naked

when the tide goes out.Warren Buffett

And "“YOU”

individual•business•non-profit

We mean:

So much !DISCUSS

Butfortoday,let’sfocusonwhatgroupscando.

Acta,NONVERBA

SOCIALLY.#nancially.

Are you bringingAVOICEtosolutions?

OTHERStohelptheeffort?

Are you empowering

Go$a break downTHEOLDBARRIERS

andsilos.

Big words hurt my brain

Let’s break %isDOWN

What can a &oupDO?

Philanthropy

Here’s an oversized check for that problem

SocialRESPONSIBILITY

We’lldoourworkanduseourresourcesinaway

thathelpssolvethatproblem.

Cause Marke'ngLet’srallytogethertosolvetheproblem.

(Everyonepitchin!)

AdvocacyISIMPORTANT

Au(n'c)yISIMPORTANT

*at soundsAWFULLYFAMILIAR

AUTHENTICADVOCACYToday’s Big Idea:

Part 1: SOCIALMEDIAPRIMER

Let’s start w+THISTECHNOLOGYSTUFF

TechnologyISTHEANSWER

TechnologyISNOTTHEANSWER

TechnologyISTHEPLATFORMFORCREATINGTHEANSWERS

TechnologyHELPSCONNECTUSALL

STILL NO FLYING CARS

So now what?

Everyone has a voice

Rule ! live ": STORYMATTERS

,amples •Armano&Daniela

•MaraTriangle

http://darmano.typepad.com/logic_emotion/2009/01/pleas-help-us-help-daniellas-family.html

http://darmano.typepad.com/daniela/

http://www.maratriangle.org/

Part 2: CAUSEMARKETINGPRIMER

Market SecretsREVEALED

*ere are noSECRETS

Just Do *is•Createagreatcustomerexperience•Offerafantasticproduct•Addvaluetopeople’slives•Helpthemtalkaboutit(andyou)

Social Media =SCALABLECONVERSATION

Media Usage•Facebookhasmorethan175millionactiveusers.

-Theyspendmorethan3billionminutesthereeachday

•OnebillionvideosarewatchedonYouTubeeachday.

•Flickrboasts33millionusersandmorethan3billionimages.

•TwitterisTheMatrixandit’srapidlyexpanding.

STORYMATTERSRule ! live ":

Cause Marke'ngWHATISIT?

“ His!ry” - Cause Marke'ng• 1983:AmericanExpress/StatueofLiberty

• 1984:RonaldMcDonaldHouse

• 1990:KomenRacefortheCure

• 1994:MACVivaGlam

• 1997:TargetTakeChargeofEducation

• 2004:DoveCampaignforRealBeauty

• 2006:Product(RED)

http://www.coneinc.com/research/archive.php

2008 Cone Cause Study• 89%saycollaborationisnecessarytosolvepressingsocialand

environmentalissues.

•79%arelikelytoswitchbrandsbasedoncauseinvolvement

•comparedto66%in1993.

•88%of18-24-year-olds/Millennials

http://www.coneinc.com/research/archive.php

Collab.a'on“LOOKATWHATWEDID!”

Win-Win-Win

Busine/ + Non-Pr-)s

arecollaboratingtodevelopdeeperrelationshipsandcreatelastingchange.

RememberTHESE?

•Philanthropy•SocialResponsibility•CauseMarketing

Busine/ Representa'ves, PLUGYOUREARS.

Non-Pr-)eers, PLUGYOUREARS.

But what is )?REALLY.

Since When. . .DID“DOGOOD”

NOTEQUAL“DOWELL”?

Crea'ngAUTHENTICADVOCACY

AFrameworkforCause-RelatedMarketing

*ese aren’t newCONCEPTS

•Charityevents(walks,-thons,dinners)•Bulletinboardsandcollectionjars

We just have new wa0 !DOINGTHEM

•Twestival•ChipIn• FacebookCauses

Best Prac'ces•BeReal•BePassionate•BeRealistic•BeTransparent•BeConnected

Be Real•Authenticity=Trust•Findlike-mindedpartners•Opportunismnevergoesunpunished

Be Pa/ionate•Long-termcommitment•Endurecriticismandskepticism

Be Realis'c•Notabout“goingviral”•Noteveryonecaresaboutyou•Butsomeonedoes•andtheyknowotherslikethem

Be Transparent•Whatdoyougetoutofthis?•Whathaveyoualreadydone?•Whatdoyouplantodointhefuture?

Be Connected•Usesocialmediatoexpandandexplode•Seekideas&leadershipfromothers

Best Prac'ces•BeReal•BePassionate•BeRealistic•BeTransparent•BeConnected

,ponen'al ,pansionAWARENESS

Crea'ng EngagementCOMMUNITY

Case Studies•KeepIndianapolisBeautiful•Starbucks• TheNatureConservancy•ShareOurStrength

My Tree & MeKEEPINDIANAPOLISBEAUTIFUL

Sta's)cs•1,750treesnamedandregistered• 4,938uniquevisitors• 73,053pageviews• 04:41averagelengthpersession

http://www.v2v.net/starbucks

http://www.starbucks.com/sharedplanet/

LauchingMarch5,2009-http://www.PledgeToEndHunger.com

LauchingMarch5,2009-http://www.PledgeToEndHunger.com

A clear pa%

5 %in1 you can do now1.Decidetobealeader2.Buildasoapbox3.Shareyourstory4.Cultivateacommunity5.Showtheresults

•createanintegratedoutreachstrategy•matchtechnologiestoyourgoals•buildandengageyouraudience•drivesourfull-servicecreativesolutions

Dig)al Blueprint

ThankYouforAttending!@mitchmaxson

@scottyhendo

http://www.mediasauce.comhttp://blog.mediasauce.com