11/05/07 Photo by: Swell Dame, flickr

1. Spreading the essentials around our office, throughout the web and across the world Social Marketing To Go 11/05/07 Photo by: Swell Dame, flickr Katya AndresenConversations on Social Marketing

2. Phnom Penh, December 1996 Rich Garella, Flickr

4. Jim Daniel, Flickr

5. H. Neu, Flickr

6. Denver, October 2001

7. GM got it. The do-gooders didn’t.

8. The essentials are good but unknown

9. 1. Knowing mission statements aren’t enough

10. 2. Looking at the world from the point of view of our audience rather than our own

11. 3. Learning information is not enough.

12. We need a new delivery area

13. Where “social marketing” thinking belongs • Where it already is (outreach + program) • Media relations • Training the trainer • Fundraising • Online, in Web 2.0

14. What I put in the “to go” box • A message • Why me? • What for? • Why now? • Who says? • THEN…Make it EASY TO ACT

15. Why me?

16. Why me: speak to THEIR values CONNECT TO: • To their existing values • To their existing feelings • To their existing desires

17. Rest/sleep Convenience Comfort Health and well-being Time Safety Security Predictability Control Pleasure Fun Excitement/thrills Love Sexual fulfillment Friendship Emotional support Participation Self-improvement Beauty/physical appeal Pride of ownership Independence Privacy Conformity Achievement Style Social status Admiration Approval Attention Profit Savings Power Hope Happiness What Are Their Values?

18. The Cold Hard Truth about Values • They may change, but we can’t change them • So don’t bother trying • Identify and appeal to what’s already there • Group audiences (for example, donors) by their values in order to get the best chance of connecting (“segmenting”)

19. What are the values of… Teenage girls?

21. What are the values of… The fundraisers in this room?

24. What are the values of… Potential CARE donors?

29. What for?

30. What for? • What’s in it FOR THEM personally? • What good will come about BECAUSE OF THEM?

31. It’s not about our organization. It’s about what we do for our audience.

32. What’s in it for them? A reward that is: • Immediate • Personal (not collective) • Reflective of audience values • Better than competing benefits (messages) • Credible • Not necessarily highly relevant to our cause

33. What’s the impact? • What will happen if they give? • What good will result because they acted?

34. Donors • What for… supporting an entrepreneur half a world away?

35. What for… through the donor’s eyes

36. Moms • What for… leading a girl scout troop?

38. Ukrainian Twentysomethings • What for… voting?

39. The Faraway Future vs. Instant Gratification

41. What for? Kyle Paxman canceled her wedding six weeks before it was to take place, but decided to turn the planned party into a fund-raising event for charity, reports The New York Times. Ms. Paxman invited her guests to write checks to CARE, the international aid group, and to the Vermont Children’s Aid Society. She selected CARE after seeing an ad for the charity that showed women striding across a desert, and four of them saying to the camera, “I am powerful.” The idea of supporting strong women, she says, was particularly appealing to her, she says, as she was declaring her independence from the man she planned to marry.

42. Why now?

43. Why now? • It’s an emergency • There’s a deadline • Something important is at stake • This is new and different

44. Thanks to J. Colie, Mercy Corps Crisis in Lebanon Help Us Respond $69,614 6/25/2006

45. Helping Youth Solve Unemployment $1,115 2/1/2006

46. Contests are good! “We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.” -Kristy, Bubel-Aiken Foundation

47. Special is good! Kisluvkis, flickr

50. blank Who Says?