Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers

(3BL Media / theCSRfeed)  Los Angeles, CA - November 3, 2011 - For the first time, business and nonprofit executives trying to harness Facebook’s enormous audience to power cause marketing campaigns have an in-depth guide to what’s working and what’s not.   It’s a new whitepaper entitled, “Cause Marketing on Facebook:  Truths, Tips and Trends from Pioneers”, and released at the Cause Track of BlogWorld Expo by Cause Marketing Forum, Inc., the leading source of information on building commercial company/cause alliances.   The report brings together tips, trends and must-know Facebook facts gathered from corporate, nonprofit and agency professionals well-versed in the medium.  A November 15 webinar will present an overview of the report’s findings as well as an opportunity to hear from two of the report’s contributors:  Margaret Morey-Reuner of Timberland and Carie Lewis of The Humane Society of the United States.   The white paper is available as a download on www.causemarketingforum.com/facebookwhitepaper for $99.  The Executive Summary is available for free.  As a bonus, purchasers receive free access to the November 15 webinar led by the report’s author, Cause Marketing Forum Communications Director Megan Strand, or to a recording of the session.   Highlights of the full report include: ·       The History of Cause Marketing on Facebook ·       4 Frequently Used Campaign Types ·       The Role of Games, Branded Activities and Apps ·       Top Lessons Learned from Cause Marketers in Online Voting Campaigns ·       8 Parameters to Discuss and Document with Your Partner ·       Pitfalls and Success Strategies ·       4 “Must Have” Expectations ·       10 Pro Tips to Create Deeper Engagement   Featured Quotes from the Report:   On Cause Marketing and Facebook: “When you want people to know about the good you’re doing in the world, Facebook is a prime mobilization platform. People want their friends to see them doing something good - those types of activities are very palatable in this medium because it's a place users expect to be engaged in this way. Does your cause campaign have to be on Facebook? Not necessarily but we think you’d be crazy not to be there.” Marc Blinder, vice president of European operations for Context Optional   On Simplicity: “A common mistake we see in cause campaigns is going too big on complicated applications too quickly without knowing your constituents. Simplicity is key on Facebook, so you definitely want to be sure you’re sticking to that principle. This isn’t a zero- to-sixty game. It’s much more important to ramp up slowly and truly understand who your constituents are and what’s important to them and then build applications around that constituent.” Charles Porch, Facebook consumer marketing division   On Engaging Beyond a “Like” “We like to give our constituents the opportunity to do something beyond a ‘Like’. In our ‘Treasuring Everyday Joy’ campaign supported by Johnson and Johnson, we asked participants to commit to treasure the everyday moments they experience with the children in their lives by taking an online pledge. For every commitment made, Johnson and Johnson then donated $1 to March of Dimes.” Chad Royal-Pascoe, vice president of national strategic alliances, March of Dimes   On Showing Impact “It's important to us to make sure there's a mechanism for users to understand the impact of their online actions in real life. What difference are you making? How and where will this virtual tree you’ve just planted have an impact on a specific farmer in Nepal?”  Margaret Morey-Reuner, senior manager of values marketing, Timberland   Accessing the Report and Webinar

Cause Marketing Forum members receive this whitepaper and webinar at no charge as a benefit of membership.  For non-members, the Executive Summary is available for download at no charge.  The full whitepaper and accompanying November 15 webinar is available for purchase for $99. 

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