ThinkingBeyondTheDonationBox
START
CauseMarketingis...
...nothelpinganyone
...makingthingsworse
...amarketingterm
...>ishwrapper
...astalltactic
...aCYAmaneuver
...apoorinvestment
TechnologyChangesEverything
RealLifeChangesEverything
TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof9line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.
InformationmovesFASTER.PeoplearemorecloselyCONNECTED.WeallhaveDIFFERENTOPTIONSandBETTERCHOICES.OurEXPECTATIONSAREHIGHER.TheconnectionswemaketotheissuesandeventsthatshapeourworldarebeingTRANSFORMED‐‐rapidlyandconstantly.
Everythingmustchange.
Shift&Reset
Howorganizationsoperate,organize,andcommunicatemustbeREIMAGINED.ThepassionandinterestofindividualsmustbeREFOCUSEDandREDIRECTED.ThewaysthatwemeasuresuccessmustbeREASSESSED.ThewayswepromotebigideasandcreatebettersolutionsmustbeREENVISIONED.
MoreCause.LessMarketing.
Marketingaspartofthemission
Servingthecausevs.Solvingthecause
[5Cases]
[5Tools]
[BigFinish]
Thefutureofcausemarketingisabout...
...cooperatition
...expirationdates
...doingless(notmore)
...adaptivescale
...guidedcrowdsourcing
...countingdown
...REALimpact
Consideryourselfchallenged
Ask Me Anything
ThinkingBeyondTheDonationBox
THEEND
EXTRAS
[TheBasics]
Brandisaboutexperience
Marketingislikedating...andmarriage
TrustmeI’ma
marketer
Technologyisjustthefacilitator
Socialmediachangeseverything...andnothing
[little‘m’]
Timely,relevant,compellinginformation
Experiencespeoplewillremember(fondly)andtalk
about.
Stuffthatpeoplewilluse...andvalue.
[Tactical]
Thereisno‘rightway’toblog
Thereisno‘rightway’toblog
Morewatching/listening=moreremembering
Gamesareformorethanplaying
Mobilephonesarealwayson,alwaysactive
Thereisno‘rightway’toblog
EverythingissocialFindabilityismoreimportantthanlocation
Stuffisimportant
Listeningandhearingaredifferent
[Ops]
KnowYourAudience
DemographicPsychographicSocialgraphicBehavioral
OrderofOperations
GoalsStrategies
TacticsResources
1)CreatingaudiencePro>iles
2)Developingacontentplan
3)Monitoring
4)Experimentingw/outreach
5)Buildingsystems
Gettingstarted
1)Positioning
2)RealTime
3)Value
4)Transparency
Thinklikeanoperative
[Reminder]
Change is hard: You are asking people to shift their
behavior. It cannot be forced.
Audiences need help and support: You need to teach people how to have
an impact.
Organizations must be patient and committed: You have to invest -- time, money, energy, and focus
-- to be successful.
Try. Fail. Learn: There are no right answers. Nobody
knows exactly how this stuff works.
emailme:[email protected]
callme:617.417.9436
followme:twitter.com/brianreich
friendme:facebook.com/brianreich
readme:MediaRules!Shift&Reset(Spring2011)
ThinkingAboutMedia.comFastCompanyExpert!
downloadme:slideshare.net/brianreich
linktome:linkedin.com/in/brianreich
BrianReichmanagingdirector,littlemmedia