Licensing Social Causes Via Internet Ad Delivery

Social Causes and Internet Ad Delivery. Click for a Cuase. Clicks and Logos.

Tommy Hilfiger has said that shirts with logos sell 10 to 1 over shirts without logos. Like logo deprived pullovers, text based ads are on the internet have now become stale and boring.

Google and Yahoo could strongly increase the number of clicks to advertisers by offering the opportunity for businesses to demonstrate social concern and responsibility by licensing social logos for that identify cause based marketing campaigns.

Internet Delivery:  A Dynamic Response to Social Needs

      Nearly every day there is some crisis facing humanity that necessitates a response.   Today it is shortages of rice.  Yesterday it was starvation in Africa, malaria in Bangladesh, a Florida hurricane, a plane crash in Pakistan, another bombing in Palestine or Isreal.  Some disasters are so gripping and relevant, like 9/11, Katrina, or the Tsunami in Thailand in 2004, the whole world seems to seize up and go into a paralysis. 

     People want to help, but oftentimes don’t know how.  Help can never get there fast enough.   Social signifiers distributed via internet ad platforms such as Google’s Adword and AdSense programs could create a system of social advertising that could dynamically respond to social needs.

     Text based ads are on the internet have now become stale and boring.  Google and Yahoo could strongly increase the number of clicks to advertisers by offering the opportunity for businesses to demonstrate social concern and responsibility.  For its part, Google could improve its own brand by taking it a step further than “Don’t be Evil.”

     Social logos distributed via the internet would ad interesting visual information and within a small space convey a large amount of information.  Advertiser could pick a cause that aligns with their brand or chose a cause that is meaningful to the owners of the business or its employees.  Because consumers will likely click on those ads that have signifiers, more business is likely to result for those that pay to license the signs.   As important, internet distribution offers not only a large, recurring revenue source, but also the rapid adoption and comprehension of social or cause based trademarked signs.  Additionally, the icons and brand symbols of charitable organazations and foundations may also be distributed via the same licensing and internet ad delivery system.  

     This system could become dynamic if Google were to create a cause of the day program, based on the most critical need in the world for the day.  For instance, today it might be to provide food for charities and tomorrow it might be aid to hurricane or tornado victims.  Either way, the social signs selected for the day could be user generated responses based on surveys provided, linked to news reports published on the Google website.
 

World Social Brand Market: 30 Second Google Project Demonstration: Click for a Cause

Google's Cause of the Day:  Myanmar

 "YANGON, Myanmar (AP) — Almost 4,000 people were killed and nearly 3,000 others are unaccounted for after a devastating cyclone in Myanmar, a state radio station said Monday.

Foreign Minister Nyan Win told foreign diplomats at a briefing that the death toll could reach 10,000, according to diplomats who spoke on condition of anonymity because the meeting was held behind closed doors.

Tropical Cyclone Nargis hit the Southeast Asian country, also known as Burma, early Saturday with winds of up to 120 mph, leaving hundreds of thousands of people homeless."

  

    Social Logos for Ecommerce

     A similar system for e commerce sites could be adopted. Business sellers for Ebay, for instance, could be offered the option of adding social icons to there advertisements.  Buyers using Pay Pal or partner credit card companies could route a portion of the purchase to its appropriate destination.
 
    Sure, Google and Ebay could create there own signs or go direct charitable organizations. There are certainly organizations like the Red Cross and the United Way that are recognizable.   But in the end this would lead version of the Tower of Babel for social signs and causes.  It would help to have for uniform source, language, and platform.  
      
    There is need for a uniform directory of signs and system of monetization:
 
             A Cause Based Brand or World Social Brand Market

    

Additional Resources

Social Brands - Google Knol


Start Up Business with Similar Concept
 

Everywun.com - Click on a Badge to Support a Cause    

 


 


 


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James Pruett
James Pruett
Consumer Sociologist, Social Business Advocate
Houston, TX
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