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How Your Business Can Increase Its

Social Impact Using New Media

Presented to the Cause Marketing Forum

on February 15, 2011

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About Geoff

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Social Media As a Duel Edged Sword?

Affiliating with causes

has never been easier

$

Citizens can not only

participate, but they

can provide feedback

Requires a deeper levelof authenticity in CSR

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Image by Guitarwarlord

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Pepsi Refresh:

The Good, The Bad and The Ugly

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The Good

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The Ugly

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Dos and Donts from Pepsi Refresh

Do: Empower people to act on behalf of the cause onyour own site

Do: Integrate traditional PR and marketing into onlineinfluencer programs

Do: Use Facebook and Twitter as primaryinbound/outbound channels

Do: Address criticism head on

Do: Acknowledge wrongs, change and evolve

Dont: Over focus on the company promo. Dont: Fail to clearly state the cause. In this case, no

specific causes, so theory of change?

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Summary Points

Civic media is the greatopportunity to embracecustomer voices

It can also turn on us To avoid worst case

scenarios, causemarketing campaignsneed better engineering

Authenticity mapping tocorp. culture, ethos

Have a theory of change

Use the tools to connectdots for stakeholders

Have your own site, use

Facebook Twitter for InAND Outbound

Empower stakeholders toparticipate, embrace andown your story

Be prepared for the ugly,and evolve (two waydialogue)

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Exercise: How Can Your Organizations

Map Sales and Impact?

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The Current State ofAuthenticity

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Infusing Authenticity to Reflect Culture

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Authenticity Example: Haagen-Dazs

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Dos and Donts from Make a Bee

Do: Have your own site to drive traffic to fromTwitter, Facebook, traditional comms

Do: Use SM to empower people to participateas individuals: Make and send a bee

Do: Explain your companys interest in thecause

Dont: Forget to integrate Twitter andFacebook into your site, so outbound sharingcan happen

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The Importance of

Tying Back to Culture

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Ripples of Kindness

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Dos and Donts

from Ripples of Kindness

Do: Use influencers to seed the campaign ideas(400 people, $100)

Do: Give people a way to sound off, participate

Do: Explain your purpose (Could have tied betterto the mission)

Do: Integrate Facebook and Twitter outboundpromo, even if you are Yahoo!

Dont: Forget to integrate traditional comms! Itworks better if you do.

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DonorsChoose Crate & Barrel

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Dos and Donts

from Ripples of Kindness

Do: Use cause marketing to strengthen your

most important relationships

Do: Tie the cause to the product (educatedbuyers)

Do: Integrate on and offline experiences

D

o: Empower stakeholders to participateusing social tools

Do: Report results

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Exercise: Can You Empower

Stakeholders to Help Make Change?

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Tools Are Great, But You Need Strategy

21(c) Zoetica, LLC. http://zoeticamedia.com

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Strategies Achieve Goals

22(c) Zoetica, LLC. http://zoeticamedia.com

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Strategy 1: Participation w/ People

23(c) Zoetica, LLC. http://zoeticamedia.com

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Strategy 2: Use Content to Serve

24(c) Zoetica, LLC. http://zoeticamedia.com

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Strategy 3: Engage Influencers

25(c) Zoetica, LLC. http://zoeticamedia.com

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Strategy 4: Empowerment

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Measure and Adapt

27(c) Zoetica, LLC. http://zoeticamedia.com

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ROI and Outcomes

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Prepare for Fluid Movement

Over Time

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Exercise: What Strategy Will Deliver

the Right Results?

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Questions?

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