CSR and Sustainability communications: lessons from the Obama campaign

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

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

OBAMA’S CAMPAIGN SUCCESSFULLY BROKE  THROUGH  

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

HOW DID HE GET THERE?   HOW TO APPLY THESE BEST PRACTICES TO YOUR CSR &  SUSTAINABILITY CAMPAIGNS? 

1  OBAMA SYMBOLIZED CHANGE  A CHANGE IN TURBULENT ECONOMC TIMES 

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

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 

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 

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. 

3          OBAMA PIONEERED THE EFFECTIVE USE OF   SOCIAL  MEDIA  TO CREATE A MOVEMENT SPARKING MEANINGFUL  PARTICIPATION FROM CITIZENS 

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

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 

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

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  

GET ON BOARD NOW! 

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 

CSR IS A POWERFUL WAY TO REBUILD THE   ‘SOCIAL CONTRACT’  BETWEEN YOUR STAKEHODLERS AND YOUR  ORGANIZATION 

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

AROUND A POWERFUL CAUSE  THAT YOU WILL CHAMPION & ADVOCATE 

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

TIME IS NOW! 

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 

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CSR and Sustainability communications: lessons from the Obama campaign

by Perrine Bouhana on Jul 13, 2009

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CSR and Sustainability communications: lessons from the Obama campaign — Presentation Transcript