3 Juicy Cause Marketing Social Media Tactics

CAUSE MARKETING TODAY

August 2012

Greetings!

For most of the country, it's been a hot, hot summer. If your cause marketing is parched for some social media juice, consider these best practice tips:

1) Pinterest Needs Integration, Too. Yes, Pinterest boasts

over 20 million users but that doesn't mean it works well as a solo platform. Elizabeth Arden's #PinItToGiveIt uses a variety of channels to drive traffic including a front-and-center horizontal image on their Facebook landing page. Want to hear more about this campaign? Check out this Cause Talk Radio podcast with Christina Bennett of Elizabeth Arden to learn how it's progressing.

2) Facebook Likes Repeat Visitors. Gone are the days where a one-off 'Like for a $1 Donation' campaign cuts the social media mustard. Now Facebook power brands strive for repeat visits to their cause pages. 'Give with Target', brings people back again and again with a weekly chance to earn $25 gift cards for selected public schools. Check out the spike in CMF Corporate Member Target's coveted 'People Talking About' Facebook metric in the graph below, a week and a half into the 6-week campaign.

3) Gamify to Engage. Marketers of all stripes are gamifying their campaigns because people are spending increasing amounts of time playing online - an average of 9.5 hours weekly on social games versus an average of 7 hours weekly on email. Last month we learned about the psychology behind gaming and the many ways cause marketers are putting game tactics to use. As a recent example, CMF Member Boys and Girls Clubs of America has partnered with Disney to create the Tools for Back-to-School Supply Drive, an online pop-quiz style game where every correct answer results in a donation of school supplies.

What other ways are you using social media to fuel your cause marketing? Drop us a line and share your insights or challenges!

Until next time,

David Hessekiel

President

Cause Marketing Forum

P.S. We've got some great webinars coming up - be sure to check out Cause Marketing for Small Business and Integrating Employee and Consumer Cause Initiatives.

AUGUST WEBINAR:
Cause Marketing for Small Business

August 21, 2012 1:30pm - 2:30pm ET
Cost: $99 or FREE to Members

Back in the late eighties, one of the bold steps taken by the founders of Barefoot Cellars was to invest in "worthy cause marketing" using the funds conventional wine marketers would have invested in advertising. Developing multifaceted relationships with causes important to Barefoot's retail customers and consumers was one of the company's key success factors. Now a business consultant and author of the upcoming book "The Barefoot Spirit," Michael Houlihan will share strategies and tactics that small businesses and their nonprofit partners can employ to do well by doing good. Join us for what promises to be a spirited presentation.

SEPTEMBER WEBINAR: Integrating Employee and Consumer Cause Initiatives

September 19, 2012 1:30pm - 2:30pm ET
Cost: $99 or FREE to Members

Employee engagement is often overlooked in the design of cause marketing campaigns, but the secret to consumer success often involves enlisting employees as front line cause ambassadors. How to juggle all those moving parts? In this interactive, one-hour session, experts from Macy's, VolunteerMatch and Prometheus Real Estate Group will show you the way.

MARKETING TO MILLENNIALS?
Share. Like. Buy. Conference

A bigger generation than Baby Boomers, Millennials (age 16-34) sometimes mystify their Boomer parents, bosses and marketers. As Millennials enter college and start careers and families, this dynamic generation is having a huge impact on American culture, politics, media, retailing and technology. CMF President David Hessekiel will be interviewing Felicia Hill on the Virgin ReGeneration cause marketing effort at the Share. Like Buy. Conference in New York City October 11-12.

If you'd like to learn more about marketing to millennials, do check it out. PLUS - our readers can save 20% on registration by using the promotional code CMF4SLB12 .