social+marketing campaigns's tag archives

Measuring Social News Filtering’s Effect on Your Digital Presence

Posted by Jay Krall in September 30th 2009

In 1971, the American scholar Herbert Simon wrote that “a wealth of information creates a poverty of attention.” Not surprisingly in the age of information overload, we have become dependent on circles of friends, family and colleagues to help us decide what’s worth reading and watching. The Facebook status updates, tweets and blog posts of people whose opinions we trust to determine which content warrants our precious time, and this “social news filtering,” has huge implications for communications professionals. As these content-filtering clans strengthen and grow more intimate, landing a mention for your client on a popular news site or blog may no longer serve as the definition of success for public relations professionals on the Web. Increasingly, savvy clients and bosses are asking that you prove not just that people saw the mention, but that they recommended it to others.

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under: 2009 International Conference: Delivering Value, Corporate Communications and Public Relations, Professional Development and Training, Seminars, Social Media
Tags: buiding social media communities, buzz+building, measurement, social media measurement, social media metrics, social+marketing campaigns

Breakout: Social and Cause Marketing: Creating Value, Building Relationships

Posted by Kami Watson Huyse in October 22nd 2007

Cause marketing is hot, but it certainly isn’t new.

As early as 1891, Rockefeller hired someone to handle his philanthropic affairs. Cause marketing provides mutual benefit to non-profit associations and corporate partners by aligning their interests for good.

Kristian Darigan, vice president and futurist for the non-profit cause division of Cone, explained that Cause marketing is getting harder because doing good has become an expectation rather than a differentiator. In order to reap the greatest rewards, companies much be linked much tighter into the cause than in the past.

Continuum of Engagement

Cause Marketing: Singular campaign
Cause Branding: Using the companies philanthropy to deliver better results
Corporate Responsibility: Integrated into the social DNA, in addition to causes they support, all the equity

View image

The Benefits for Companies

In the US, 87% say when price and quality are equal, they are likely to switch from one brand to another associated with a cause, 2007 Cone Cause Evolution Study
Globally, 60%chose NOT to buy a brand because the company was seen as a bad corporate citizen, Wirthlin Worldwide, Corporate Citizenship Balancing Act, 2002
In the US, 77% say a company’s commitment to a social issue is important when they decide where to work, , 2007 Cone Cause Evolution Study
Globally, employees were ranked as the stakeholder group that creates the greatest pressures or incentives for their company’s citizenship activities, World Economic Forum
In the US, 92% say they have a more positive image of a product or company when it supports a cause, 2007 Cone Cause Evolution Study
Globally, 61% of opinion elites say they have recommended a company to others in response to positive news about a company’s citizenship, APCO Worldwide Global CSR Study

The Benefits for Non-Profits

In the US, 76 percent of people reported that they had a more positive image of the non-profit
In the US, 70 percent are more likely to donate money to the charity

Kristian made an interesting point, that was also made by Mia Farrow yesterday in the general session, that many global companies have a bigger reach than the United Nations.

A new trend is for the non-profit to initiate cause marketing campaigns. Cone usually represents clients such as Yoplait, Starbucks, Western Union and other corporate players, but decided to expand its practice when it chose to represent the American Heart Association in its cause marketing campaign.

Links to the PDFs of the Presentation

See case studies below the fold

tags: Cause+Marketing

This is a preview of Breakout: Social and Cause Marketing: Creating Value, Building Relationships. Read the full post

Continue reading " Breakout: Social and Cause Marketing: Creating Value, Building Relationships "

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under: 2007 International Conference: PR Evolution, Case Studies, Corporate Communications and Public Relations, PRSA Conferences, PRSA International Conference, Relationship & Reputation Management, Social Responsibility & Cause Marketing, Strategic Planning, Techniques & Tactics
Tags: cause+marketing, social+marketing campaigns

social+marketing campaigns's tag archives

Measuring Social News Filtering’s Effect on Your Digital Presence

Breakout: Social and Cause Marketing: Creating Value, Building Relationships

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