Scott Henderson, cause marketing director at MediaSauce, conducted a half-day workshop entitled "Social Media for Cause Marketers" at the Cause Marketing Forum 2009 on May 27 in Chicago, Illinois. This deck is what Scott presented and represents the majority of the slides. The entire deck (including those from the four workshop sponsors) can be found via www.causemarketingforum.com

2. A little about me

5. It is wonderful to create.
Akira Kurosawa

8. A little about you

9. What can you
expect today?

10. Framework

11. Exploration

12. Application

13. Letʼs get started

14. The
Interconnected AGE

16. 1 billion

17. 1.5billion

18. 3.3billion

19. Easy-to-use
tools

26. Are you
prepared for
this reality?

27. The
SOCIAL MEDIA Primer

28. Technology is
only as good
as the people
it connects

29. Static content >>
Dynamic flow

31. Push out >>
Pull in

33. Destination >>
Presence

35. Five Main Tools
Blogs
YouTube
Flickr
Facebook
Twitter

36. Four Key Tactics
- be real
- stand out
- involve
- interact

37. Blogs
http://beth.typepad.com/
beths_blog/

38. create
conversations

40. Flickr

41. share images

42. 33 million users
3 billion images

44. YouTube

45. share videos

46. 1 billion videos
viewed per day

48. Facebook

49. stay socially
connected

50. 200 million
registered users

51. 3 billion minutes
spent per day

52. Fan Pages

53. Fan Pages (cont.)

54. Events

55. Causes

56. Twitter

58. real-time
sharing

59. 7 million
daily visitors

60. 3 million
35-49 years old

63. Four Key Tactics
- be real
- stand out
- involve
- interact

64. Bring these to
your online
presence

66. Questions?

67. CAUSE
MARKETING
Revisited

69. How are you
bringing a voice?

70. How are you
empowering
others?

71. Philanthropy
Here’s an oversized
check for that problem

73. Gotta break
down the
barriers and silos

79. Best Practices
be real
be passionate
be realistic
be creative
be connected

80. Be Real
> showcase the cause
> opportunism never goes unpunished
> transparency and accountability

81. Be Passionate
> really care about the cause
> long-term commitment
> endure the criticism & skeptics

82. Be Realistic
> not about “going viral”
> not everyone cares
> but someone does
> and they know others

83. Be Creative
> stay away from “got milk?”
> use the power of story
> how can you stand out?

84. Be Connected
> use social media to expand
> make it easy for me to share
> seek out ideas and leadership

85. Best Practices
be real
be passionate
be realistic
be creative
be connected

86. activity
results

88. define success

89. awareness
connections
influence
transactions
engagement

90. ask the right
questions

91. primary
objectives?

92. secondary
objectives?

93. leading
indicators?

94. match the
metrics

95. views/visits
comments
submittals
retweets
members

96. learn listen adapt

97. no one has the
corner on the
market of
good ideas

98. Questions?

99. CASE
STUDIES LESSONS LEARNED

100. Quaker Oats

101. 1. Download Quaker mascot
2. Print it out
3. Take photo with Quaker mascot
4. Become Quaker Facebook Fan
5. Upload photo
6. Copy link
7. Comment on a blog with link
20 minutes

102. Kraft
http://www.sharealittlecomfort.com

105. 5/19 5/27

106. P&G Tide
http://www.Tide.com/LoadsofHope

110. Pedigree
http://www.pedigree.com/
03Adoption/default.aspx

115. Pledge to End
Hunger
http://www.pledgetoendhunger.com

116. opportunity:
SXSWi ʼ09

117. primary
objective:
raise awareness

118. secondary
objective:
raise funds

119. key leaders:
2 co-chairs with
50+ champions

120. compelling
story:
1 of 6 kids hungry
1 click feeds 140 kids

121. strategy:
> main hub
> sm outposts
> easy call-to-action

123. easy to share:
> widget
> avatar
> badges
> Twitter acct & hashtag
> Facebook cause

126. generating
traffic:
> HungerPledge champs
> email sends
> press releases

127. Act I:
Launch

129. Email Sends:
> Kimball - 13k
> Kompolt - 27k
> MediaSauce - 4k
> Share Our Strength - 30k
> Second Helpings - 3k
> Capital Area Food Bank - 3k

130. First 48 hours:
> 4,617 visits
> 1,116 pledges
> $2,781 donated

131. First Week:
> 8,635 visits
> 2,176 pledges
> $4,619 donated

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133. Act II:
SXSWi ʼ09

134. 12for12k.org:
$13k+ on 3/12

135. Highlights:
> Offline-to-Online
> High-value convos
> Podium mentions
> Low-tech promos

137. Second Week:
> 7,628 visits
> 2,030 pledges
> $17,370 donated

138. #'
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139. Act III:
Charity
Smackdown

142. Third Week:
> 1,649 visits
> 493 pledges
> $1,520 donated

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144. So did we win?

145. Three Weeks:
> 4,699 pledges
> 17,912 visits
> $23,509 donated

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Top 10 Sources
2% of total
57% of traffic

149. Top 10 Sources
HungerPledge Champions - 1750*
Kimball Enewsletter - 1699
Brogan Twitter - 1207*
Mashable Twitter - 976
SXSW Twitterstream - 716
MediaSauce Staff - 651
Twitter Direct - 590
11Moms of Wal-Mart - 543
HungerPledge Twitter - 499
MediaSauce Enewsletter - 414
[Direct - 3106]

151. Lessons Learned:
> Non-Flash mobile version
> Respect the email
> Better Use of Facebook
> Only So Many New Goals

152. The Story:
> Michele Helsel
> Email and Phone
> 24, 157, 344
> Missouri in 2nd Place

153. Questions?

154. YOUR TURN
BRING IT ALL TOGETHER

155. LET’S STAY
CONNECTED
> @scottyhendo
> scott.henderson@mediasauce.com
> 317.218.0488
> blog.mediasauce.com