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Demystifying Corporate Responsibility
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Demystifying Corporate Responsibility


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Keynote presented at the 2012 San Diego AMA Cause Marketing Conference on March 21.

Keynote presented at the 2012 San Diego AMA Cause Marketing Conference on March 21.

Published in: Business, Economy & Finance

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  • Add mind-boggling names of CSR BOTTOM LINE. Social Good is Everywhere Before I begin, let’s level the landscape and agree for this session what CSR is and what its not. Xxxx
  • Within that we’re going to focus on the following three tenets that make up “Good Business”
  • There are hundreds of ways to engage with employees, from surveys to contests to performance appraisals. All are helpful and in many cases required for any successful company, but I want to focus on an act of engagement that will help tap into, and release, what I term “discretionary energy”
  • At more than 140 project sites across five continents, Discovery volunteers will contribute their time and energy by building community gardens, working with animals, serving veterans and refurbishing local schools and community facilities.
  • sk: survey monkey, poll, online chats, encourage idea sharing-  empower employees (and yes, that goes back to employee engagement tenet)- 
  • Remember the 6500 tweets in the past 6 hours, well this is what I’m talking about.
  • 1989 – 500,000 NONPROFITSToday there are over 2,000,000 NONPROFITS
  • Hyperlink to video?
  •    Employee engagement. Transparency and an open public (two-way) dialogue, &Causemarketing programs and partnerships-       Start small, but do start-       You all have employees, partners, customers, and passions-       Poll your employees. Find out what they are passionate about and start there. 
  • Transcript

    • 1. Demystifying Corporate Social ResponsibilityHow organizations can participate in the “New Norm” Susan McPherson Senior Vice President FENTON @susanmcp1fenton| Capabilities Overview
    • 2. Corporate Responsibility: The New Normfenton| Capabilities Overview
    • 3. Three Key Trends Employee engagement Transparency and open engagement Cause marketingfenton| Capabilities Overview
    • 4. Employee Engagementfenton| Capabilities Overview
    • 5. Employee Engagement Model Employees Career Increased understand developmen productivity their role in t success Trust in Enhancedleadership org performance Culture of Employee Financial & Engagement Engagement OperationalTwo-Way Returns Greaterfeedback financial success Shared Retention of Volunteering decision- valued making employees fenton| Capabilities Overview
    • 6. Volunteer Engagementfenton| Capabilities Overview
    • 7. DISCOVERY CHANNEL’S DAY OF IMPACTfenton| Capabilities Overview
    • 8. Transparency and Open Engagementfenton| Capabilities Overview
    • 9. Open Engagement Best Practices• Be Real – authentic/trust• Be Passionate – long-term commitment• Be Realistic• Be Transparent• Be (and stay) Connected fenton| Capabilities Overview
    • 10. How We Connect Today: Key Principles Use multiple Use a variety of content types to content channels promote your cause campaign Create an Create a clear effective two- call to action way dialoguefenton| Capabilities Overview
    • 11. Cause Marketing Corporate Benefits Charitable Consumer Benefits Benefitsfenton| Capabilities Overview
    • 12. Cause Marketing History 1983 1984 1990 1994 1997 2004 2006fenton| Capabilities Overview
    • 13. Benefits to your organization • Increase awareness • Differentiation • Improvement PR and reputation • Increase in sales and market share • Strengthen customer retention • Help target and reach new markets • Increase volunteer opportunities • Boost morale and employee engagement • Increase ROI • Employee recruitment and retentionfenton| Capabilities Overview
    • 14. Cause Marketing Examplesfenton| Capabilities Overview
    • 15. Case StudyWarner Bros.: We Can Be Heroesfenton| Capabilities Overview
    • 16. A Few Final Thoughts • CSR is umbrella that encompasses each of these pillars and more • Find out what your employees are passionate about & start there • Start small and grow incrementally • Securing partnerships is easier than you thinkfenton| Capabilities Overview
    • 17. Resources Media Organizations Influencersfenton| Capabilities Overview
    • 18. Thank you