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VolunteerMatch Solutions BPN Webinar: The CR Opportunity with Cone Communications
 

VolunteerMatch Solutions BPN Webinar: The CR Opportunity with Cone Communications

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November 2011 Best Practice Network Webinar series, presented by VolunteerMatch ...

November 2011 Best Practice Network Webinar series, presented by VolunteerMatch

Session Description:
The CR Opportunity: Companies as Social Partners

Welcome to the world of responsible business. The unequivocal takeaway from the 2011 Cone/Echo CR Opportunity Study, which surveyed 10,000 people in 10 countries, is that consumers globally believe companies have an explicit responsibility to help change the world.

In this session, Cone profiles the expectations and actions of consumers across the world and examine how companies and NGOs can tap this passion for business and social opportunity. Insights Supervisor Sarah Kerkian discusses key insights from the study including how companies can become social partners by engaging consumers through philanthropy and volunteerism.

About Our Guest Speaker:
Sarah Kerkian is the Insights Supervisor of Research and Insights at Cone Communications. Sarah's work bridges the Cause Branding, Corporate Responsibility and Research and Insights disciplines, and her expertise includes research strategy and execution, trend monitoring and analysis, writing and presentation development. Sarah has executed more than 10 industry-leading research studies in her time at Cone, including the first-ever consumer cause behavioral research and the brand-new global CR study.

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    VolunteerMatch Solutions BPN Webinar: The CR Opportunity with Cone Communications VolunteerMatch Solutions BPN Webinar: The CR Opportunity with Cone Communications Presentation Transcript

    • The CR Opportunity: Companies as Social Partners November 16, 2011 Guest Speaker: Sarah Kerkian Insights Supervisor Cone Communications Moderator: Casey Brennan Marketing Manager VolunteerMatchConfidential and Proprietary 1
    • To Ask Questions Type questions into the box on the right side of the your screen Submit via Twitter to @VM_Solutions using “#BPNCone” We will pose questions at the end of the presentationConfidential and Proprietary 2
    • Cone Communications We strive to help brands build trusted relationships with key stakeholders Five Core Disciplines Industry-Leading Research World-Class Clients• Cause BrandingSM• Corporate Responsibility• Nonprofit Marketing• Brand Marketing• Crisis Prevention & Management Confidential and Proprietary 4
    • Method Online Study June 2011 10,024 Adults 5,009 Women, 5,015 Men 10 Countries 10 Experts ± 1% Margin of Error 95% Level of Confidence Confidential and Proprietary 5
    • Why It’s Important The Report • Frames opportunities for business • 94% of consumers in the world’s largest countries want to see more companies support worthy issues • Companies are essential because they have resources governments and NGOs do not • But, it’s not a “one-size-fits-all” world • Differentiation and customization in a global market are a must Confidential and Proprietary 6
    • Compliance Alone is Not Enough93% Expect companies to go beyond compliance to operate responsibly94% Expect companies to analyze how their practices affect society and evolve them to make the impact as positive as possible Confidential and Proprietary 7
    • Consumers Demand Change The Opportunity • 81% of consumers expect companies to do more than make money or support their local communities • U.S.: 27% believe the role of business is to advocate for change • China: 56% believe the role of business is to advocate for change • Brazil: 51% believe the role of business is for companies to change the way they operate Confidential and Proprietary 8
    • Consumers Demand Change The Opportunity • 81% of consumers expect companies to do more than make money or support their local communities • U.S.: 27% believe the role of business is to advocate for change • China: 56% believe the role of business is to advocate for change • Brazil: 51% believe the role of business is for companies to change the way they operate Confidential and Proprietary 9
    • Location Matters The Opportunity • Citizens globally may agree on what companies should address, but are divided when it comes to where • Largest countries want local impact: U.S. (47%), Russia (51%), China (49%) • Japan (49%) sole country to want national impact • Key emerging countries want global impact: India (41%), Brazil (46%) Confidential and Proprietary 10
    • Location Matters The Opportunity • Citizens globally may agree on what companies should address, but are divided when it comes to where • Largest countries want local impact: U.S. (47%), Russia (51%), China (49%) • Japan (49%) sole country to want national impact • Key emerging countries want global impact: India (41%), Brazil (46%) Confidential and Proprietary 11
    • Focus on Material Issues The Opportunity • Addressing a full range of issues is the cost of doing business and what consumers expect • Economic development (34%) is the issue that takes precedence for consumers • U.S.: 43% cited economic development, more than any other country • China: 38% said environment was priority • Brazil: 20% emphasized education, a close second to economic development (26%) • No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales Confidential and Proprietary 12
    • Focus on Material Issues The Opportunity • Addressing a full range of issues is the cost of doing business and what consumers expect • Economic development (34%) is the issue that takes precedence for consumers • U.S.: 43% cited economic development, more than any other country • China: 38% said environment was priority • Brazil: 20% emphasized education, a close second to economic development (26%) • No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales Confidential and Proprietary 13
    • Focus on Material Issues The Opportunity • Addressing a full range of issues is the cost of doing business and what consumers expect • Economic development (34%) is the issue that takes precedence for consumers • U.S.: 43% cited economic development, more than any other country • China: 38% said environment was priority • Brazil: 20% emphasized education, a close second to economic development (26%) • No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales Confidential and Proprietary 14
    • Focus on Material Issues The Opportunity • Addressing a full range of issues is the cost of doing business and what consumers expect • Economic development (34%) is the issue that takes precedence for consumers • U.S.: 43% cited economic development, more than any other country • China: 38% said environment was priority • Brazil: 24% emphasized education, a close second to economic development (26%) • No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales Confidential and Proprietary 15
    • Starbucks “Create Jobs for USA” Confidential and Proprietary 16
    • Apply Business Assets The Opportunity • Consumers expect companies to use their entire portfolio • Changing the way companies operate (31%) is the one global priority • U.S.: Cited making donations more than any other country (11% vs. 7%) • Japan: 29% want companies to develop new products and services that address needs • India: 21% want companies to raise awareness for issues Confidential and Proprietary 17
    • Apply Business Assets The Opportunity • Consumers expect companies to use their entire portfolio • Changing the way companies operate (31%) is the one global priority • U.S.: Cited making donations more than any other country (11% vs. 7%) • Japan: 29% want companies to develop new products and services that address needs • India: 21% want companies to raise awareness for issues Confidential and Proprietary 18
    • Apply Business Assets The Opportunity • Consumers expect companies to use their entire portfolio • Changing the way companies operate (31%) is the one global priority • U.S.: Cited making donations more than any other country (11% vs. 7%) • Japan: 29% want companies to develop new products and services that address needs • India: 21% want companies to raise awareness for issues Confidential and Proprietary 19
    • Changing the Way They Do Business Confidential and Proprietary 20
    • Consumers Will Reward and Punish The Opportunity • Consumers are purchasing products with cause/environmental benefits and would do more • Companies can be a conduit to enhanced volunteering and donations • But beware, consumers will use their voices and punish a company if it acts irresponsibly Confidential and Proprietary 21
    • Consumers Will Reward and Punish The Opportunity • Consumers are purchasing products with cause/environmental benefits, and would do more • Companies can be a conduit to enhanced volunteering and donations • But beware, consumers will use their voices and punish a company if it acts irresponsibly Confidential and Proprietary 22
    • Consumers Will Reward and Punish The Opportunity • Consumers are purchasing products with cause/environmental benefits, and would do more • Companies can be a conduit to enhanced volunteering and donations • But beware, consumers will use their voices and punish a company if it acts irresponsibly Confidential and Proprietary 23
    • Consumers Expect Two-Way Dialogue The Opportunity • 93% want to know what companies are doing, and they want to be heard (91%) • 89% of consumers believe companies share only the positive, while withholding the negative • 71% are confused by the CR messages • On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers • 88% say it’s ok if a company is not perfect, as long as it is honest Confidential and Proprietary 24
    • Consumers Expect Two-Way Dialogue The Opportunity • 93% want to know what companies are doing, and they want to be heard (91%) • 89% of consumers believe companies share only the positive, while withholding the negative • 71% are confused by the CR messages • On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers • 88% say it’s ok if a company is not perfect, as long as it is honest Confidential and Proprietary 25
    • Consumers Expect Two-Way Dialogue The Opportunity • 93% want to know what companies are doing, and they want to be heard (91%) • 89% of consumers believe companies share only the positive, while withholding the negative • 71% are confused by the CR messages • On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers • 88% say it’s ok if a company is not perfect, as long as it is honest Confidential and Proprietary 26
    • Consumers Expect Two-Way Dialogue The Opportunity • 93% want to know what companies are doing, and they want to be heard (91%) • 89% of consumers believe companies share only the positive, while withholding the negative • 71% are confused by the CR messages • On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers • 88% say it’s ok if a company is not perfect, as long as it is honest Confidential and Proprietary 27
    • Consumers Expect Two-Way Dialogue The Opportunity • 93% want to know what companies are doing, and they want to be heard (91%) • 89% of consumers believe companies share only the positive, while withholding the negative • 71% are confused by the CR messages • On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers • 88% say it’s ok if a company is not perfect, as long as it is honest Confidential and Proprietary 28
    • Coca-Cola “Arctic Home” Confidential and Proprietary 29
    • Companies are Making an Impact The Opportunity • 93% of consumers believe companies have made at least some positive impact on the world • 68% say a company’s efforts have improved the quality of their own or other people’s lives • 59% credit companies with helping to educate them on important issues • 56% said they were inspired to support something new Confidential and Proprietary 30 30
    • Companies are Making an Impact The Opportunity • 93% of consumers believe companies have made at least some positive impact on the world • 68% say a company’s efforts have improved the quality of their own or other people’s lives • 59% credit companies with helping to educate them on important issues • 56% said they were inspired to support something new Confidential and Proprietary 31 31
    • Companies are Making an Impact The Opportunity • 93% of consumers believe companies have made at least some positive impact on the world • 68% say a company’s efforts have improved the quality of their own or other people’s lives • 59% credit companies with helping to educate them on important issues • 56% said they were inspired to support something new Confidential and Proprietary 32 32
    • Companies are Making an Impact The Opportunity • 93% of consumers believe companies have made at least some positive impact on the world • 68% say a company’s efforts have improved the quality of their own or other people’s lives • 59% credit companies with helping to educate them on important issues • 56% said they were inspired to support something new Confidential and Proprietary 33 33
    • Pampers “1 Pack = 1 Vaccine” Confidential and Proprietary 34 34
    • Country Insights Confidential and Proprietary 35
    • Country Customization The Insights • Each market requires unique programs to enhance consumer engagement and ensure effectiveness • Roles and perceptions of stakeholders (e.g., NGOs, business, government, media) are different from country to country • Philanthropy and volunteerism are not the cultural norm, but consumers show a willingness to join corporate efforts • Business has the opportunity to differentiate and lead change in developing nations • Consumers can be advocates if companies use frank and honest communication Confidential and Proprietary 36
    • Thank you! Sarah Kerkian Cone Communications Insights Supervisor SKerkian@coneinc.com 617-939-8389 @sarahkerkian Available Materials: • Full Report • Press Release • Fact Sheet • Video www.coneinc.com/globalCRstudy @ConeLLC #coneresearchConfidential and Proprietary 37
    • Stay Informed Blog: www.VolunteeringIsCSR.org Twitter: @VM_SolutionsConfidential and Proprietary 38
    • December BPN Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers Guest Speaker: Megan Strand Director of Communications Cause Marketing Forum Tuesday December 13, 2011 10-11 a.m. PT (1-2 p.m. ET)Confidential and Proprietary 39