lethal generosity

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: kami@zoeticamedia.comBlog: Communication Overtones,

www.kamihuyse.com

Beth KanterChief Executive Officer

@kanter

Phone: (650) 823-9401E-mail: beth@zoeticamedia.com

Blog: www.bethkanter.comWeb site: www.zoeticamedia.com