Our last article was about how companies are building traffic by creating hashtag Twitter accounts, and driving traffic to them by offering discounted products. I feel this doesn’t work and builds no value. We left off with…be known for something.
Well, this is supported by a new Environmental Leader article that puts forth research that 83% of consumer want to buy from companies adapting causes that improve the quality of life. This information was uncovered in the Cone Cause Evolution Study just released.
As Channel Signal gets deeper into measuring the social media efforts of its customers we are becoming more aware of what works and what doesn’t. And what works is creating social media events and programs that improve lives. What doesn’t is when companies use social media as a distribution channel to sell product.
Let’s go back to the tired old theme of social media being like a cocktail party. Well, it isn’t. Unless you want to attend a cocktail party with 10 million people, and your 100 friends are scattered throughout the mass of humanity. And you are relieved when you see someone you know because you can have a conversation: local politics, friends, and upcoming events.
However, if your company is known for something, a cause close to the hearts of many, now you have strangers coming up to you and wanting to talk about the popular initiative. Now, the cocktail party is less intimidating and much more welcoming. Now, there is a common thread of conversation that you helped create.
All reports indicate that successful cause-marketing in social media starts and ends with getting the employees on board. They, in turn, reach out to their respective networks and the viral power starts to generate momentum. However, the corporate cause and effort must be real. Here is one the the experts, Simon Isaacs who leads the cause-marketing division for ignition Inc and works with major corporate clients like Coca Cola and nonprofit brands like United Nations Foundation. He talks about what not to do in an interview with Rachael Chong, a respected blogger.
Issacs:
“Here are five things consumers need to watch out for:
- Fluffy Language: Words like eco-friendly or “good for you”, which fail to provide any specific meaning to a claim
- Silly Pictures: Suggestive pictures to promote an unjustifiable green image, like flowers in exhaust pipes
- Unproven or Irrelevant Claims: Unproven sustainability claims or playing up one green or cause-related achievement of a company’s operations, while other areas are lacking
- Fake friends: Made-up third party endorsements and labels
- Just downright not credible: Promoting the social or environmental benefits of “harmful” products like cigarettes
An authentic and effective cause-marketing campaign is a win-win for the brand and the cause/nonprofit partner. To answer your first question, “winning” for the brand does not necessarily always mean direct sales. It can also be about corporate reputation, brand love or employee engagement, but it does need to connect back to the business.”
Companies who take up a cause, bring it online, give money, and devote content and people to it, do build their businesses…and in the long run that means selling more product to a growing base of loyal customers.
Next time, we address how adopting a cause creates internal momentum for a company.
Channel Signal has been bombarded lately with noise. Now, part of our job is to filter noise and there is much to filter: worthless posts like “Just on my way to work. What a beautiful day. Wearing my brand sandals.” or “50% discount here on all brand product. Buy. Buy. Buy.”
