Social Media for CSR & Ethical Branding


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Essential social media tips for CSR and ethical branding & a look at who is and isn't digital savvy.

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Social Media for CSR & Ethical Branding

  1. 1. Digital Workshop:<br />Ethical Branding<br />24th May 2010<br />
  2. 2. CorporateSocialResponsibility<br />
  3. 3. CorporateSocialResponsibility<br />Three words defining contemporary brands & market strategies<br />
  4. 4. Ethical brands & sub-brands are increasingly sprouting & corporate organisations are realigning identities with ethical values & practice<br />
  5. 5.
  6. 6. Why?<br />
  7. 7. The global consumer market for ethically produced, traded products and services in 2008 was an approx US$ 300 billion. This is set to quadruple by 2012.<br />In the UK, The Co-operative Bank reports household spending in this area is growing 3 times the rate of growth in overall household expenditure. <br />
  8. 8. Source: The Cone 2010 Shared Responsibility Study <><br />Consumers are pushing past social issue awareness towards the want to be actively involved in corporate activity.<br />This demands:<br /><ul><li> increased transparency
  9. 9. Increased visibility of ethical practice & spending
  10. 10. Increased fluency of communication</li></li></ul><li>How Can Social Media Help?<br />
  11. 11. “Ideas that spread through groups of people are far more powerful than ideas delivered at an individual”<br /> Seth Godin (Author of Emarketing)<br />
  12. 12. Harness the Power of Digital Conversation<br />
  13. 13. Drive awareness through increased transparency & visibility of corporate activity<br />Encourage UGC & maintain open two-way dialogue between consumer & brand. <br />Build Consumer Trust<br />Drive online Traffic<br /><ul><li> Filter message to more trusted/valued opinion leaders
  14. 14. drive brand awareness
  15. 15. Build online community
  16. 16. Offer alternative/easy points of purchase.
  17. 17. Build & retain brand advocacy through engagement & eCRM.
  18. 18. Gain valuable consumer insight</li></ul>You<br />
  19. 19. Increases reach<br />Decreases time<br />Drive awareness through increased transparency & visibility of corporate activity<br />Encourage UGC and increase dialogue between consumer & brand. <br />Build Consumer Trust<br />Drive online Traffic<br /><ul><li> Filter message to more trusted/valued opinion leaders to drive brand awareness
  20. 20. Build online community
  21. 21. Offer alternative/easy point of purchase.
  22. 22. Build & retain brand advocacy through engagement & eCRM.
  23. 23. Gain valuable consumer insight</li></ul>You<br />
  24. 24. 5 Social Media Success Tips<br />
  25. 25. 1. First Listen, then talk<br />Listen & acknowledge what consumers are saying<br />Focus on building respect & gaining trust before attempting to sell<br />
  26. 26. 2. Ensure content is relevant & engagingKnow your target audience; appeal to their needs & interests.Encourage users to generate & upload their own content.<br />
  27. 27. 3. ConsistencySuccess requires consistent effort.Don’t lure consumers under false pretences & fail to meet their expectations. Deliver what you promise!<br />
  28. 28. 4. Be HonestDeceit will be detrimental, the truth will ultimately prevail. Honesty will build confidence & again respect. <br />
  29. 29. 5.Normal Conversation Rules Apply!!Listen, be respectful & add Value<br />
  30. 30. Who is & isn’t Digital Savvy<br />
  31. 31. TOMS<br />TOMS recently celebrated it’s 4th birthday by encouraging people to make their own One for One pledge. People added their photos and the stories of the pledges to the TOMS wall. The video shows some of the small acts of kindness done.<br />427, 298<br />318, 138 fans<br />
  32. 32. Facebook is a dominate platform for TOM’S who use it to:<br /> - engage regularly with their 315,000 + fans actively <br /> uploading comments and content. <br /> - visually convey the brands ethical activity & increasing <br /> its transparency<br /> - direct links to purchase to drive sales <br />Twitter is also a regular broadcast linking other content on TOMs external sites.<br />
  33. 33. Tropicana<br />Tropicana Juicy rewards is a project run in association with Cool Earth aiming to protect & preserve the Amazon rainforests of Peru.<br />By purchasing Tropicana products, juicy points are redeemable online for personal rewards.<br />Consumer are encouraged to donate a portion of their Juicy Rewards to the associated cause and every 3pts donated is matched with 100msq of saved rainforest.<br />2,400 followers<br />87,000 fans<br />Easily identifiable links guide users to relevant info- ensuring ethical stance is immediately communicated. <br />
  34. 34. Tropicana use blogs & SM to communicate to both broader mass audiences & more targeted groups i.e. the eco hearted or the health conscience woman. They have linked sites effectively increasing web traffic & search presence.<br />
  35. 35. Divine Chocolate<br />Although in its infancy, Divine Chocolate is a good example of a cohesive digital strategy that supports offline activity. All digital content from Blog to Facebook is linked with consistent branding throughout.<br />For example, the brand promotes their legitimate efforts to empower the Ghana’s women via the Divine You Tube channel & supports this across other SM sites & their homepage. This increases the brands transparency & connects with consumers emotionally to build trust & respect.<br />
  36. 36. Marks & Spencer<br />The M&S micro-site for ‘Plan A Project’ offers engaging, interactive content to absorb consumers. Plan A is an initiative launched in 2007 that sets out 100 commitments to achieve in 5 yrs with aim to become the world's most sustainable major retailer by 2015<br />However, M&S miss the opportunity to drive awareness & retain advocacy through social media, grossly neglecting to promote Plan A to their 120,000 +Facebook fans. Conjunctively, links to the page a poorly positioned on the homepage & easily missed.<br />121, 113 + fans<br />
  37. 37. Patagonia <br />“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”<br />Patagonia's Mission Statement<br />Patagonia balance their ethical pursuits with content of interest. They broadcast a variety of eco content on their social media sites & blog, as well as offering engaging outdoor & extreme video content on You Tube and Facebook<br />11,300+ fans<br />41,000+ fans<br />
  38. 38. Remember<br />Ga<br />Listen, learn & know your target audience<br />Provide an honest response & content that is relevant & engaging<br />Deliver on what you promise<br />Social Media is a two dialogue demanding consistency & effort<br />Drive brand awareness<br />Retain brand advocacy<br />Encourage open<br /> dialogue & UGC<br /> respond to consumer feedback<br />Increase visibility<br />& transparency<br /> of corporate<br /> activities<br />
  39. 39. Liz Ryan:<br />