Digital For Good

Hi everyone

After a bit of a break we're back.

Given the troubled times in Thailand here of late, perhaps it's a time for some good news digital stories.

The great thing is brands are starting to create lots of these online. During the recent recession, many brands turned to CSR to help build brand metrics, and digital was ideally placed.

Seizing the power of tools like social networking, engaging web sites, streaming tools and mobile platforms has enables companies to create major programs to help with humanitarian efforts, environmental concerns and community engagement programs.

What I've done today is listed the 3 main criteria when establishing these programs for brands to consider, along with some wonderful examples of what is possible.

1. Identify Right Issues for Community & Brand:

• The key is of course to choose a cause that means something to people, and people feel that they can take a part in and actually make a difference. It's not always easy, but a great example of this was done by Leo Burnett in Australia for Earth Hour. Get behind saving the world and the environment by switching off your lights for 1 hour. Here is the latest 2010 campaign
• The issue must also be right fit for the brand. But this does not mean the campaign should be about sales, in fact linking these campaigns to sales is in many ways against the point. The idea is to align the brand with real change and get people involved in understanding your brand values, not sales values. The campaign by Tide called Loads of Hope, is a wonderful example of a brand getting involved in the right movement for them.

2. Create an Engaging Movement:

• The next step is to create a campaign where people can engage with you across all the digital touch points - both in a emotional (understand the need) and practical (how do I contribute) way. One of the keys to getting the story out has been the use of social media to drive both awareness and engagement with the idea. A great example of this is the Target Bullseye Campaign, where people could vote on Facebook for a cause they wanted and Target would donate.
• Another way of engaging is for a brand to build an always on digital platform devoted specifically to the cause, and to use all channels to drive awareness and participation. Pepsi has done this with the Pepsi Refresh Campaign, as a way of driving community engagement in ideas that matter to their customers. Check out Refresh Everything 2010

3. Make it Real

• The key to these movements is their action or effect is often not just confined to online. people want to see their action have effect in the real world. That is the point after all. Most of the campaigns run by brands make a big effort to link the online participation with offline effects.
• A great example is the The Dulux Let's Colour Campaign. It takes the idea of revitalizing community through online suggestions, they actually goes and makes it happen. Real change in the real world. After all, isn't that what it's all about?

Cheers, Rob