CSR and Sustainability communications: lessons from the Obama campaign

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A look at the Obama for America campaign and a selection of key takeways you can use to ramp up your CSR and Sustainability communications

A look at the Obama for America campaign and a selection of key takeways you can use to ramp up your CSR and Sustainability communications

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  • 1. Learning lessons from the Obama campaign: How to ramp up your CSR & Sustainability communications 
Sustainability
Conversations
Blog
‐‐
July
2009

  • 2. 2008
 “If
there
were
ever
a
groundbreaking,
forward‐ looking
push
to
challenge
communications
 conventions,
this
was
it.”
 Eleftheria
Parpis,
AdWeek

  • 3. OBAMA’S
CAMPAIGN
SUCCESSFULLY
BROKE
 THROUGH


  • 4. HE
MASTERED
THE
USE
OF
360°
COMMUNICATIONS
 AND
THE
‘C
WORD(S)’
OF
CITIZEN
ENGAGEMENT
&
 BRAND
CONVERSATION

  • 5. HOW
DID
HE
GET
THERE?

 HOW
TO
APPLY
THESE
BEST
PRACTICES
TO
YOUR
CSR
&
 SUSTAINABILITY
CAMPAIGNS?

  • 6. 1
 OBAMA
SYMBOLIZED
CHANGE
 A
CHANGE
IN
TURBULENT
ECONOMC
TIMES

  • 7. HE
SHARED
HIS
SOLUTIONS
FOR
A
RENEWED
 AMERICA
 HE
REPRESENTED
A
MUCH
NEEDED
LEADERSHIP

  • 8. WHAT
DOES
IT
MEAN
TO
YOUR
CSR
&
 SUSTAINABILITY
CAMPAIGNS
 •  Consumers 
 or 
 employees 
 are 
 under
 extreme
pressure
and
are
looking
for
help
 through
this
crisis
 •  Companies
&
brands
need
to
demonstrate
 leadership 
 on 
 issues 
 that 
 matters 
 to 
 their
 key 
 audiences 
 & 
 that 
 are 
 tied 
 to 
 a 
 social
 purpose 
 (i.e. 
 climate 
 change, 
 access 
 to
 health, 
 etc.) 
 in 
 order 
 to 
 show 
 they 
 can
 contribute
to
a
better
world
 Create
a
vision
and
take
on
tough
issues,
in
a
 forthright,
authentic
way

  • 9. 2
 








 OBAMA
EMPOWERED
HIS
AUDIENCE
TO
ACT
 FOR
THE
GREATER
GOOD
 “We
know
the
battle
ahead
will
be
long,
 but
always
remember
that
no
 matter
what
obstacles
stand
in
our
way,
 nothing
can
withstand
the
 power
of
millions
of
voices
calling
for
 change.”
 Barack
Obama's
“YES
WE
CAN”
speech
in
New
Hampshire
 ASKING
EVERYBODY
TO
WORK
TOGETHER
TO
ACHIEVE
 COMMON
GOALS

  • 10. WHAT
DOES
IT
MEAN
TO
YOUR
CSR
&
 SUSTAINABILITY
CAMPAIGNS
 •  Companies
and
brands
need
to
CONNECT
 &
PARTNER
with
their
key
audiences
to
 effect
positive
change
together
and
make
 a
difference
 •  Empowering
your
audience
for
a
greater
 good 
 is 
 your 
 new 
 currency 
 to 
 retain 
 &
 motivate
your
employees,
increase
loyalty
 of
your
consumers,
etc.

  • 11. 3
 







OBAMA
PIONEERED
THE
EFFECTIVE
USE
OF

 SOCIAL

MEDIA
 TO
CREATE
A
MOVEMENT
SPARKING
MEANINGFUL
 PARTICIPATION
FROM
CITIZENS

  • 12. HE
LEVERAGED
ALL
MARKETING
COMMUNICATIONS
 TOOLS
 CHANNELING
BOTH
ONLINE
AND
OFFLINE
 ENTHOUSIASM
INTO
SPECIFIC
ACTIVITIES
TO
FURTHER
 THE
CAMPAIGN’S
GOALS

  • 13. WHAT
DOES
IT
MEAN
TO
YOUR
CSR
&
 SUSTAINABILITY
CAMPAIGNS
 •  Instead 
 of 
 
 communicating 
 a
 message, 
 it 
 is 
 about 
 genuinely
 engaging
in
two‐way
dialogues
with
 your
multiple
stakeholders
 •  Give
more
power,
not
less,
to
your
 target 
 audience 
 so 
 they 
 feel
 ownership, 
 so 
 they 
 become
 advocates
 •  Every
company
is
a
media
company:
 you 
 can 
 now 
 create 
 your 
 own
 content
and
start
the
conversation

  • 14. 4
 









A
VERY
PERSONAL
CAMPAIGN:
DIRECT
 CONNEXION
BETWEEN
OBAMA
&
HIS
SUPPORTERS
 BY
ALWAYS
ADDING
A
PERSONAL
TOUCH
TO
HIS
 COMMUNICATIONS

  • 15. WHAT
DOES
IT
MEAN
TO
YOUR
CSR
&
 SUSTAINABILITY
CAMPAIGNS
 •  U n d e r s t a n d 
 y o u r 
 t a r g e t
 audiences’
needs

first
 •  Identify 
 your 
 key 
 stakeholders’
 expectations
first
and
talk
to
them
 in
a
way
that
matters
to
them


  • 16. GET
ON
BOARD
NOW!

  • 17. TODAY
IS
A
“TRUST
RECESSION”
 “Whoever
thought
that
‘trust’
was
 fluffy,
whoever
thought
it
 inconsequential,
and
whoever
 thought
trust
had
long
been
 superseded
by
risk
models
–
today’s
 trust
recession
is
your
answer”
 BUSINESSES
NEED
TO
RESTAURE

 CONFIDENCE
&
LEADERSHIP

  • 18. CSR
IS
A
POWERFUL
WAY
TO
REBUILD
THE

 ‘SOCIAL
CONTRACT’
 BETWEEN
YOUR
STAKEHODLERS
AND
YOUR
 ORGANIZATION

  • 19. IT
IS
ABOUT
INSPIRING
YOUR
KEY
AUDIENCES
 AND
LETTING
THEM
TAKE
OWNERSHIP
OF
POSITIVE
 CHANGE


  • 20. AROUND
A
POWERFUL
CAUSE
 THAT
YOU
WILL
CHAMPION
&
ADVOCATE

  • 21. ULTIMATELY
ENHANCING
YOUR
CORPORATE
&
 BRAND
EQUITY
 TO
LEAD
&
STAND
OUT
IN
A
CROWDED
MARKET

  • 22. TIME
IS
NOW!

  • 23. A
presentation
by:
 Ms.
Perrine
Bouhana
 Sustainability
/
CSR
Evangelist
 If
you
are
interested,
let’s
start
the
conversation.
Please
feel
free
to:
 Contact
me
on
Twitter:
twitter.com/perrineB
 Or
on
my
personal
blog:
www.sustainabilityconversations.com