Susan McPherson
CEO, McPherson Strategies, @susanmcp1
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ADVERTISING AND SOCIAL GOOD презентация
Содержание
- 1. ADVERTISING AND SOCIAL GOOD
- 2. How it used to be CSR today
- 3. How it used to be
- 4. Big checks For many companies, corporate responsibility
- 5. A PR response Many companies saw
- 6. An organizational silo The CSR or social
- 7. An afterthought CSR wasn’t something on the
- 8. 2 CSR today
- 9. Today, “social good” has gone from
- 10. Social media With social media came an increased demand for transparency and authenticity from companies.
- 11. Consumer demand More than ever, customers choose
- 12. Attracting talent Millennials want jobs with purpose.
- 13. Cultural evolution Between the local food movement
- 14. These factors have transformed the relationship between businesses and social good.
- 15. CEOs speaking out proactively on human rights
- 16. 3 A perfect marriage
- 17. Girl Rising
- 18. We Can Be Heroes
- 19. #Sportsmatter
- 20. The Girl Effect
- 21. 4 A recipe for disaster
- 22. Diageo’s water bottles
- 23. Starbucks’ conversation starter
- 24. KFC Pink Bucket
- 25. 5 Do’s and Don’ts
- 26. Oversimplifying complex issues Skimping on research
- 27. Authenticity Tell stories Understanding the why
How it used to be CSR today A perfect marriage A recipe for disaster The do’s and don’t’s
Слайд 1ADVERTISING AND SOCIAL GOOD
A perfect marriage or a recipe for disaster?
Слайд 4Big checks
For many companies, corporate responsibility was synonymous with traditional philanthropy.
Write a big check to a community organization, and poof!, you’ve done your due diligence.
Слайд 5A PR response
Many companies saw corporate responsibility as something reactive.
Protesters gathering outside your office? Time to make a statement.
Слайд 6An organizational silo
The CSR or social good department (if there was
even a department) operated on its own, separate from the rest of the company.
Слайд 7An afterthought
CSR wasn’t something on the agenda for the C-suite, unless
it had to be for reputation reasons.
Слайд 9
Today, “social good” has gone from being an extracurricular activity to
a core aspect of business strategy. Increasingly, we’re seeing CSR baked within an organization and the responsibility team integrated with all other departments, including marketing.
So, why did this happen?
So, why did this happen?
My, how things have changed.
Слайд 10Social media
With social media came an increased demand for transparency and
authenticity from companies.
Слайд 11Consumer demand
More than ever, customers choose to buy from companies with
purpose. The business case for CSR is clear.
55 percent of global online consumers will pay more for products from companies that are committed to social and environmental impact (Nielsen).
Слайд 12Attracting talent
Millennials want jobs with purpose. To attract the best, companies
need to be serious about their commitment to social good. (insert stat images)
Слайд 13Cultural evolution
Between the local food movement and exploding support for the
LGBTQ community, our culture has grown increasingly conscious and responsible.
Слайд 15CEOs speaking out proactively on human rights issues.
Inbound content focused on
the social issues that touch a company’s business.
Customer and employee engagement campaigns around social issues and volunteerism.
Commercials focused on the company’s commitment to responsibility.
Social media engagement around social advocacy.
An increase in social good-focused storytelling for brands across industries.
Customer and employee engagement campaigns around social issues and volunteerism.
Commercials focused on the company’s commitment to responsibility.
Social media engagement around social advocacy.
An increase in social good-focused storytelling for brands across industries.
Today, we’re seeing deep integration between marketing and CSR.
Слайд 26
Oversimplifying complex issues
Skimping on research
PR as primary goal
Not vetting partners
One-off thinking
Staying
silent
Failing to measure
Failing to measure
The don’ts
Слайд 27Authenticity
Tell stories
Understanding the why
Supplement stories with data
Engage employees and customers
Thoughtful
partnerships
Connection to business
Sharing success
Connection to business
Sharing success
The do’s
