NonProfit Social Media
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Geoff Livingston co-founded Zoetica to focus on cause-related work, and released an award-winning book on new media Now is Gone in 2007.
Bob Gilbreath, chief marketing strategist at Bridge Worldwide and author of “ Marketing with Meaning, ” spoke concisely and actionably — two of SmartBrief on Social Media readers’ favorite attributes! — at yesterday’s IAB Social Media Marketplace session “Social Media, World Events and the New Face of Cause Marketing.” He led with stats that got the attention of the 300-plus brand representatives in the room: 71% of consumers are giving as much or more now as they were before the economic downturn. 87% of consumers would switch brands based on association with a good cause. 50% of consumers would pay more for products from brands that support causes. As a preface to a fascinating discussion with BlogHer founder Jory Des Jardins and Quincy Jones Productions (think “We Are the World” ) Vice President Adam Fell, Gilbreath offered this excellent, short list of cause marketing do’s: Create a cause linked to your brand purpose .
When is a meal more than a meal?