Cause Marketing

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Guerilla Campaigns II: Wetwiring

Aharon HorwitzPresenTense Group

Wiener Educational Center, UJA Federation New York

Cause Marketing

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Case study on wetwiring:

Rimon is a Jewish learning program that has been operating in Philadelphia for twenty years and has an appreciative alumni community. In the recent financial crisis it lost support from some of its major donors. The Dev team came to the realization that it needed to beef up its grassroots revenue streams. The senior management theoretically agrees.

Cause Marketing

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Ready List:

• The story: what’s the quest and who are the heroes?

• The community: do you understand what they want and need to be invested in Rimon?

• The tools: Do you have a command of the tools and the basic interaction points?

Cause Marketing

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Pilot Project: Teacher Without Border

• True to the essence of the organization• Answers a community need (or at least a serious

want)• Easy points of participation• Both online and offline interaction opportunities• Leverages hub connection to create network

connections• Free from time and space

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How can you build internal buy in?

• Map organization and establish buy in plan– Learn from CRM implementations

• Pilot project: Limited risk• Involve key players• Quick demonstration of success through fast to

market project (CEO Blog, etc.)• Magic show: people love to see themselves and

their organization on the web

Cause Marketing

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Remember:

Principles

Build network by giving and gathering--emails, friends, lists•Be Transparent and Authentic•Ignore fences in building alliancesBroadcast your mission constantly: wherever possible use pictures and video•Build opportunities for involvement and leveraging networks

•Viral Parties•Engage through competition

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Building PresenceSocial Media Presence •Facebook Fan Page•Rimon Twitter Account  •SessionTwitter Hash Tag that is used regularly •Email Delivery before, during, and after the class•Live streaming of the class•YouTube posting of the class•Viral Party Methodology to enable comments in to the class•Organization Website Promotion •Stream and email blast for excitement—USE VIRAL PARTY Method•Standalone Website •Online source sheet •Seesmic •Conference Call •Real World Groups with source sheets and dedicated Twitterer or blogger•Facebook Status campaign

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Use Event to Catalyze Community•Conduct class broadcast online, with video recording and quick to youtube, pictures uploaded with EyeFi, email blast to encourage write ins, same with Transmedia•Task Five “sofrim” in the classroom who will document class through Twitter and other platforms•Assign one person to monitor Twitter/web submitted questions and insure they are raised in question and answer session•-Propel class and provide material for circles in different time zones by sending out video and text through email, Rimon’s web site, Facebook, Seesmic teasers, and on youtube•Produce spreadsheet noting presence throughout the web to whatever extent possible. Track presence through searches, alerts, and checking for the class tag on Twitter and other sites. •Generate publicity around feedback by discussing the class’ spread on Rimon’s channels and staff Facebook profiles.•Follow up with real world leaders and identify other potential leaders

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Follow Up•Become customer-centric

•Failed implementations of CRMs•Successful implementation of CRMs

•Run an intelligence operation•Collect•Segment•Manage•Test and Encourage•Make it easy to get involved

Cause Marketing

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“In an era of convergence, consumers become hunters and gatherers pulling together information from multiple sources to form a new synthesis.”

- projectnml.org/node/151

The Thrill of the Hunt

•The thrill of discovery leads individuals to search out queries

•The vastness of data and possible experience leads to a semi-conscious search for structure and direction

•Focusing the hunt is the key to value creation

Cause Marketing

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Case Study

Haman’s Song Case Study: Seeding Model

Cause Marketing

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Most Importantly:

Listen to Your Community