We First’s @simonmainwaring on Cause Marketing
JANUARY 21, 2013
I first met Simon Mainwaring in Boston in September, 2010 when we shared a keynote on best cause marketing practices (thank you, Katya ). Ever since then, I have admired Simon’s unwavering commitment to change the world through cause marketing. GL: What’s the best example of environmental cause marketing that you’ve seen since the book came out?
The Good, the Bad and the Ugly of Online Cause Marketing
FEBRUARY 21, 2011
The Good, The Bad and The Ugly of Cause Marketing. The above presentation was delivered to the Cause Marketing Forum last Tuesday, February 14. It focused on lessons learned integrating social media into cause marketing campaigns, and how the influx of conversations requires a new level of authenticity from causes and nonprofits. Conclusion.
Social Good Is In, Negativity Is Out
JANUARY 30, 2012
We are terribly underusing the power of positive storytelling in our campaigns and community building tactics. This was the first region-wide social good, online giving campaign that raised more than $2 million for more than 1,000 area nonprofits. But what’s most impressive about the campaign is nearly 18,000 people gave to a cause they cared about within a 24-hour period.
CSR: A Feel-Good Investment or Digital Strategy?
FEBRUARY 11, 2015
As CSR continues to evolve, grow, and downright become a strategic business investment , it’s imperative digital groups understand how to integrate these initiatives into their content marketing strategies. AT&T: It Can Wait® — Responsible use of technology campaign. Consider adding small elements of CSR work into your digital campaigns. Merck & Co.,
The KONY Video: What Worked and What Didn’t Work
MARCH 21, 2012
Most social media awareness campaigns are only looking for “likes” as a call-to-action. Unclear cause. I suggest having a targeted website, not Invisible Children.com, as well as a separate Facebook page for the cause. Posting a video on your Facebook wall and hanging up a poster doesn’t mean you contributed to the cause. It’s been dissected by the media. million.
Questions & Answers on Cause Marketing via Social Media
NOVEMBER 10, 2010
Two weeks ago Network for Good ‘s Kate Olsen and I hosted a U-Stream chat to field questions and answer on our eGuide about Cause Marketing via Social Media. The company gets the responsibility and marketing points, Komen better serves its mission, and non KFC customers may be more inclined to visit a KFC fast food restaurant. It would have been a bad ad campaign.
Could #BuyMyBarina Be The Best Used Car Ad Ever?
Convince & Convert
JULY 17, 2014
It’s rare to find a used car ad with a slick video, website, and dedicated social media campaign. With the help of his colleagues from Chimney in Sydney, Australia, Johns launched a tongue-in-cheek campaign to “Buy My Barina” on July 13th. Then again, if asked, owner David Johns might argue that there aren’t many used cars as special as his beloved 1999 Holden Barina.
Coalition Marketing for the Common Good
AUGUST 17, 2011
Just as individual web site owners use affiliate marketing, small and large companies and nonprofits are engaging in teams — coalition marketing — to reach common stakeholder groups. Modern Internet tools have made coalition marketing incredibly simple. Also consider how Zoetica and RAD Campaign co-market the Nonprofit 2.0 Cause CSR Marketing 2.0
Free eGuide on Cause Marketing via Social Media
OCTOBER 4, 2010
Zoetica teamed with Network for Good to co-author Cause Marketing through Social Media, a free eGuide ( you can download it here ). Frame the Campaign. There are many types of corporate-sponsored social good campaigns of all types. Companies deploy matching grant contests that ask participants to rally the most donations for their favorite causes.
Cause Marketing Not At Best, But Still Effective
JUNE 7, 2010
Results from our Network for Good/Zoetica cause marketing best practices survey yielded some interesting results. One hundred thirteen respondents from our general nonprofit and marketing communities on Twitter answered basic questions about the state of cause marketing in the United States. Respondents felt strongly about directions that cause marketing could go.
Take the Network for Good Cause Marketing Survey
APRIL 8, 2010
As CMO of Zoetica , I am proud to announce that we’ve partnered with Network for Good to create a best practice eGuide for corporate social good campaigns. Please take our two minute survey and inform companies on cause marketing best practice. We want to hear from you about your experience with recent cause marketing efforts and opinions about how they can be improved.
Return Cause Marketing to the Heart of Your Strategy
MAY 18, 2010
So many organizations feel like they need bring causes into their marketing, and similarly, need to add social media to the mix. It’s a bit of a checklist game, and thus the quick drive to add a contest with online voting or simply create a cause purchasing campaign with a popular charity like Komen or a safe one like autism. Lasica ).
Dancing with the Devil: Cause Marketing for Nonprofits
APRIL 22, 2010
I’ve read the many posts on the Komen/KFC cause marketing partnership , most of them bashing KFC for cause washing. The logic is that eating fried chicken causes weight gain, a pre-condition of breast cancer. Yet when causes choose a brand partner that hurts their mission, they rarely take ownership of their poor strategic management.
Viral Video Campaign: It Gets Better
OCTOBER 28, 2010
If you have not heard of this video campaign targeting gay youths, you must not go online often. Just four weeks ago, after the horrible news of tragic teenage suicides (due to being bullied to the point where they thought ending their lives was the easier decision), Dan Savage , a homosexual sex columnist, started the viral campaign with messages of how it does get better, also pointing viewers to the Trevor Project , a toll-free telephone line for gay youths at risk. It is obvious that this powerful campaign is helping. Is there something we can do to reach these kids?
How Organic Valley Plans to Save the Bros
Convince & Convert
MARCH 12, 2015
He’s also the star of Organic Valley’s new campaign, Save The Bros. What makes this campaign so interesting is how unexpected it is, even for a company that believes , “If a company is going to make a difference in today’s world, it’s going to have to think differently.” Image via BigStockPhoto.com. Have you ever met a bro? Yes, you read that correctly: Organic Valley and The Bros.
Breast Cancer Mystery Messages
OCTOBER 14, 2010
But to repeat the campaign not even 12 months later, you have to ask, what is this doing? Similar to my last post a few weeks ago on the I Love Boobies campaign , asking women to put sayings such as “I like it on the floor” gives sexual meaning to anyone not in the loop on the mystery message. How many of you made the status post?
4 Steps Nonprofits Can Take to Establish a Lasting Business Partnership
NOVEMBER 9, 2012
———————– Cause marketing relationships between nonprofit organizations (NPOs) and for-profit businesses (FPBs) have produced mutually beneficial synergies time and time again. study cites that 80 percent of Americans are willing to switch brands–of equal quality and nature–if a brand supports a good cause. Be creative. Potluck
Content Marketing Isn’t Always About Content Creation
SEPTEMBER 15, 2014
——————– Given the number of public relations firms with their feet in social media and digital marketing, one would think more organizations could demonstrate content creation restraint. Content creation continues to be the focus of most digital marketing and public relations campaigns and it’s starting to backfire. Concepts.
Marketing Doubleshot Podcast – Ep.6 – Brands Mixing with Social Causes & The Optimized Personal Digital Brand
The New Strategist
APRIL 23, 2015
In this episode, Jonathan Barrick and Josh Muirhead discuss some of the latest news in social cause marketing, including Dove’s latest and greatest campaign, along with the dangers of not being prepared for what comes with social cause marketing. Links and resources mentioned in this episode: Dove’s ‘Choose Beautiful’ campaign -> www.youtube.com/watch?v=7DdM-4siaQw. Chipotle’s social marketing -> www.youtube.com/watch?v=lUtnas5ScSE. Sensei Marketing -> senseimarketing.com. v=7DdM-4siaQw.
PR Executive in Residence at the University of Oregon
MAY 11, 2015
I was blown away at the types of things they’re being taught—not just communications and journalism, but advertising, marketing, analytics, design, website creation, and more. I don’t know who ended up winning that national competition, but it must have been a crazy good team because what I saw was better than 99.99999 percent of any real-world campaign. By Gini Dietrich.
I Love Boobies
SEPTEMBER 23, 2010
Have you heard about the “I love boobies bracelet campaign? They’ve taken this campaign into their own hands. To me, that sounds like every marketer’s dream. Tags: Cause Marketing Marketing breast cancer cancer bracelets generational marketing i love boobies keep a breast foundation And they’ve had great success.
What you can learn from Mister Splashy Pants
Buzz Marketing for Technology
JANUARY 12, 2010
Ok so what does a humpback whale have to do with marketing? Check out this campaign from Greenpeace for the answer. Advertising guru Russell Davies praised Greenpeace’s handling of the campaign as “one of the defining moments in New Media marketing. Tags: Buzz Marketing Cause Marketing Crowdsourcing PR Social Media Tweet This!
H&R Block Declares a Hipster Tax Crisis
Convince & Convert
APRIL 10, 2014
Leading into the 2014 tax season, the company launched a satirical campaign with a cause-marketing element that pokes fun at Hipsters who are, “struggling to file taxes in non-ironic ways.” Created with the goal of showing the more fun side of H&R Block, the campaign is targeted at raising awareness with millennials. I couldn’t resist trying it out.
Customer Experience Trumps Content Marketing
JANUARY 22, 2013
More and more voices state that content marketing overhype has jumped the shark. As a primary strategy content marketing is overhyped. Instead, brands should focus on customer experience marketing. That doesn’t necessarily mean content marketing should serve as every company’s primary outreach strategy. What will marketers do next once the fad grows weary?
Who Cares More, Coke or Pepsi?
APRIL 2, 2011
Much has been said about Pepsi’s falling market share and its social media driven Refresh cause marketing effort. Extremists have dubbed Pepsi Refresh as the iconic symbol of failure for social media as a marketing mechanism. Meanwhile primary competitor Coca Cola continues to widen the gap with its marketing and quieter CSR initiatives.
ALS #IceBucketChallenge - You Could Be Next
AUGUST 16, 2014
and, in the spirit of the cause, I also donated money to ALS. There has also been a lot of online discourse about the merits of this campaign, and questioning the brand association between ALS and dunking a bucket of ice water over your head. Mine is simple: this has gone incredibly viral and it has raised over $7 million for a worthy cause. cause marketing.
PR Executive in Residence at the University of Oregon
MAY 11, 2015
I was blown away at the types of things they’re being taught—not just communications and journalism, but advertising, marketing, analytics, design, website creation, and more. I don’t know who ended up winning that national competition, but it must have been a crazy good team because what I saw was better than 99.99999 percent of any real-world campaign. Go Ducks!
Honda Creatively Leverages Social Media to Help Save Drive-In Movie Theaters
Convince & Convert
AUGUST 22, 2013
It’s one thing to market your product or service, but using your power and resources to drive action and awareness for a worthy cause is downright inspiring. In an incredibly creative cause marketing meets social media advocacy campaign, Honda is working to bring people together in support of saving drive-in theaters across the country.
What Could Your Cause Do with a Full Page USA Today Ad?
APRIL 15, 2010
From a marketing standpoint, the contest — based on responses to date — has generated a lackluster amount of response. Nor do they care what type of cause (health, environment, etc.) We will work with you to create a strong call to action so your cause can measure the impact of the advertisement, whether it be donations, awareness or advocacy. will win the effort.
Can We Change the World?
JUNE 12, 2011
Mainwaring advocates for a sea change in capitalist culture towards mandated ethical corporate social responsibility and cause marketing. He advocates for change with We First , and leads by example with his marketing consultancy of the same name. The mandates from We First are reminiscent of the Obama campaign’s promises to sweep Washington, DC into the 2.0
38 Ideas For Your Pinterest Strategy
Diva Marketing Blog
JULY 26, 2012
If you get those right it's a marketing two step along the way to making the cash register ring. Example: Elizabeth Arden's PinItToGiveIt Cause Marketing used social media (Facebook, Twitter, bloggers) and traditional media (PR/Events-BlogHer). Use Pinterest to support campaigns and programs runnng in other media. Neither of which am I. Build and nuture relationships.
Big Dreams and SMART Goals
AUGUST 28, 2012
They’re also the things that drive business marketers nuts. In Welcome to the Fifth Estate we talk about SMART goals (chapter authored by Kami Huyse ), and in Marketing in the Round we add the ER (evaluate and reevaluate) to discuss SMARTER goals (brought to the conversation by co-author Gini Dietrich ). Attending sports marketing conferences over the next year is another.
What’s Next for Social Media and Events?
SEPTEMBER 9, 2011
What if a popular television show features the cause you fight for as a storyline? Ashton Kutcher donated $1 per MySpace friend way back in 2006 , and since then many other companies, causes, and cause marketing campaigns have used a similar tactic with Twitter followers and Facebook likes. This is a guest post by Ehren Foss, who co-founded HelpAttack!
Weekly Roundup: Rethinking Color
OCTOBER 24, 2010
So, for this week’s weekly roundup, I thought it would be interesting to share some of the most thought-provoking posts I’ve come across over time (they’re not all new) on how non-profit organizations and cause marketing have been rethinking color. The cause marketing genius of the pink ribbon , from Cause Marketing. effect marketing.
Everything you might want to know about QR Codes.
NOVEMBER 15, 2010
For marketing. Tips for using QR codes in marketing (Mobile Commerce Daily). For causes. QR Codes -> The Next Big Thing for Cause Marketing? Using QR Codes in a Political Campaign (Hive Talkin’). Tags: Implementation mobile QR Codes social media marketing Wondering what a QR (Quick Response) code is? Are U.S. The Buzz Bin). For Events.
Why Your Business Needs to Be a FLOP
Convince & Convert
JUNE 6, 2014
I had the pleasure of interviewing David Newman, a fantastic marketing consultant, coach, and author of Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition. The book is all about taking a tactical approach to marketing and offers actionable ideas that you can implement today. They say, “Well, I’m not a marketer.
Program Design – Matching Grants vs. Voting Platforms
MAY 23, 2010
It should be noted that nonprofits see the increasing tax corporate funded contests have created on both the causes and their networks. This creates a programatic challenge for cause marketing design ( image by jblyberg ). A simple vote-a-thon for a purse is unlikely to create more than a marketing splash , and could invoke serious criticism. Voting Contests.
Hope for Better Conversations
SEPTEMBER 10, 2010
Why is it when it comes to social media (and marketing & PR) we only hear self-patting back echos? Marketing 3.0 : Given that some marketers don’t even get Marketing 1.0 (‘cause you know, anyone can be a marketer), it’s with hesitation this one is even mentioned. Marketing 3.0 If you are focused on social media, you’re at Marketing 2.0.
Hawaii Business: How the Social Media Workshop Can Help You
Bare Feet Studios
OCTOBER 15, 2008
It encompasses other buzzwords and concepts you may have heard, from social networks like FaceBook , LinkedIn , and MySpace , to conversational marketing, web 2.0, We have far more to gain by sharing knowledge and collaborating on social media campaigns than we do by staying isolated in our own competitive worlds. We have several speakers who focus on non-profits and cause marketing.
Convince and Convert Blog: Social Media Strategy and Social Media.
Convince & Convert
JULY 6, 2010
She leads the agency’s social media group, and has more than 20 years experience in consumer, technology, B2B and social media marketing. As the world continues to watch the devastation caused by the BP oil spill, it shines the light much brighter on the impact that major companies have on society while increasing consumer concerns about business practices. Take a look at the company’s philanthropic endeavors and cause-related initiatives, especially in the area of Corporate Social Responsibility (CSR). The most efficient way to do this today is online. Don’t be Shy.