BETHESDA, Oct. 5 - Network for Good and Zoetica today released a new eGuide to help corporations improve their online social good campaigns. Cause Marketing Through Social Media: 5 Steps to Successful Online Campaigns identifies the key questions companies should ask before initiating a cause marketing campaign and outlines the five steps to success. Recent online social good case studies like the Yahoo “You In?” kindness campaign and the Tyson Foods Hunger Relief program, in addition to general cause marketing examples, provide recommendations for best practices and lessons learned to inform social media cause campaigns.
“With the popularity of online cause marketing programs like the Pepsi Refresh Project and Chase Community Giving, we thought it was important to give companies insights into how campaigns can truly partner with nonprofits and cause advocates to achieve greater social impact,” remarks co-author Kate Olsen of Network for Good.
As thought leaders and corporate cause marketing partners, Network for Good and Zoetica have been involved in corporate-sponsored social good campaigns of all types: from matching grant contests that ask participants to rally the most donations for their favorite causes; to crowdsourced voting contests that reward the most popular charities with corporate grants; to campaigns that ask people to pledge volunteer time, acts of kindness or donation dollars to achieve a common goal.
“Online and social media platforms empower companies to engage their customers and inspire action in the real world,” notes co-author Geoff Livingston of Zoetica. “Collaboration between companies and causes can create both return on investment and tangible social good. When cause marketing matches the authentic culture of a company, brand value increases through socially responsible behavior, a demonstrable benefit for the bottom line and employee morale.”
Cause marketing campaigns are top of mind for many companies this time of year - whether they seek to reward customers or employees with the gift of charity this holiday via a charity gift card like The Good Card® or start planning a new program for 2011. The authors understand the challenges and rewards of online social good campaigns for holiday and beyond. They offer this eGuide to ensure that corporate forays into online cause marketing thoughtfully achieve both marketing goals (a positive impact on the bottom line) and social good goals (real help for the community). All companies that seek to avoid the controversies that arise from misguided campaign planning and execution that can severely undermine brands in the public eye are invited to read this eGudie.