"Social Media, World Events and the New Face of Cause Marketing." Presented at the IAB Social Media event on April 5, 2010. Short series of slides to introduce a new concept in cause marketing by Bob Gilbreath

1. Social Media, World Events and the New Face of Cause Marketing Social Media: IAB Marketplace April 5, 2010 #IABSM

2. Bob Gilbreath Chief Marketing Strategist Bridge Worldwide

3. Marketing that people choose to engage with Marketing that itself improves people’s lives

5. But all too often the effort is half-hearted

7. Here’s what the best brand builders are doing…

8. 1. Create a cause, linked to your brand purpose

10. 2. Your investment must be meaningful

11. 100% of $14 lipstick goes to HIV/AIDS Research

12. 3. Invest for the long haul

13. Raised over $20 million since 1998

14. 4. Make it something your employees get involved with

16. But when cause is in your core, there’s no time for months of preparation…

17. Tide Reacts to Hurricane Katrina Highest scoring TV advertising in history

18. Haagen-Dazs Reacts to Honeybee Disease Total brand sales up 16%

20. And brand equity changes at the speed of social media

21. But is this something new? An opportunity? A responsibility? Or exploitative?

22. Let’s see what our panel has to say…

23. Adam Fell Vice President Quincy Jones Productions

24. Jory Des Jardins Co-Founder, President BlogHer