cause marketing

Cause Marketing: Making the Most of your Marketing Dollars

Trillions of dollars are spent each year on all aspects of brand and product promotion, the vast majority of which generates little in positive social benefit.

Many would argue why should it, as the purpose of these expenditures is only to sell as many products to as many people as possible. However the emergence of Corporate Social Responsibility in all major business organizations is leading to a rethink and refocus of all expenditures and actions of the organization to maximize the firm’s positive social impact.

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Selling the benefits of charity

Everything we do, we do because somehow it benefits us.

We go to work for the satisfaction (I hope) and because we get paid. We smile at a stranger because it feels good to be nice (and perhaps we’ll get a smile in return). We pick up litter when no one is looking because telling ourselves a story about being a good person is worth the effort.

Some people have figured out that charity is an incredible bargain. For the time and money it costs, the benefits exceed what could be attained in almost any other way. A bargain compared to chocolate, or an amusement park visit or buying a shiny new car you probably don’t need.

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6 Lessons From @RedCross Social Media Crisis

A social media crisis can occur very innocently and quickly, as when a social media community manager “mistweets”, sending a message intended for one Twitter account to another.  The consequences can be humorous or disastrous:  much depends on how the “crisis” is handled.

Such a mistweet occurred with the official Red Cross Twitter account. A message was sent to the account’s more than a quarter of a million followers touting the discovery of “more beer” and boasting:  “…when we drink we do it right.  #gettingslizzerd”

A nightmare?  For most, perhaps, but for the Red Cross, expert at handling a crisis, through candor, quickness, and humor, they turned it into a positive.

6 Lessons from the Red Cross Mistweet

1.  When a crisis occurs, address it quickly.
2.  Respond to the crisis in the same forum where it occurred, as well as putting to work other available social media networks.
3.  Be honest about the mistake.
4.  Apologize for the mistake.
5.  Don’t panic.
6.  Use the moment to humanize your brand.

The Red Cross tells the story best in their blog.

Glen Gilmore

Photo credit:  JasonWatkins, Flickr

@ChrisBrogan to ROCK #MMchat November 22nd!


We’re very pleased to relate to all of you #MMchat tweeps out there that @ChrisBrogan will be our SPECIAL guest on #MMchat on Monday November 22nd at 8:00pm eastern!!


The topic for our chat with Chris is one that continues to grow in both importance and impact and that is The Role of Major Influencers in Cause Marketing. We look forward to Chris’s insights and examples in this regard based on his previous experiences in cause marketing programs.

Hope you’re all as excited as I am to have @ChrisBrogan join us and will all make the time to be with us on November 22nd, for it truly is all of you who make #MarketerMonday Chat matter!

Remember #MMchat makes Mondays MARVELOUS!!

Cheers

Jeff Ashcroft

@TheSocialCMO