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CSR EVOLVES
1
#8
SIMON KEMP • we are social• AUGUST 2013
CIVIC ENGAGEMENT
TO BECOME
2
TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS
TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE
3
CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,
NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE
4
VS
RETHINKING THE CONCEPT OF BRAND VALUE
5
Activities focused
solely on maximising
short-term profits
Activities designed to
...
INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS
SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM
6
VS
TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE,
MAKING IT A CORE PART OF THEIR OVERALL OFFERING
7
THE RETURN OF THE GOOD SAMARITAN
Corporate philanthropy is not new, but its
popularity faded in the age of mass marketing....
TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES
AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY
9
148
FIND OUT MORE AT
WEARESOCIAL.SG
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOC...
WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG
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Social Brands: CSR Evolves To Become Civic Marketing

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In this eighth and final installment of our Social Brands & The Future Of Marketing series, we look at how marketers can use activities that give back to their communities to build enduring value for their brands and for society. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet us via @wearesocialsg, or email us at sayhello@wearesocial.sg

Published in: Business, News & Politics
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  • Dear sir/madam
    Thanks so much for reading my mail i hope we will do business together i am into gold business we are looking for a buyer who will buy from us Direct from the Village we have up to 25kg now ready to sell to any buyer who is interested to buy from us, we will like to do long term business with the buyer.Thanks hope to hear from you.
    William.
    williamsoforismith@yahoo.com
    +233 200 143320
       Reply 
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Transcript of "Social Brands: CSR Evolves To Become Civic Marketing"

  1. 1. CSR EVOLVES 1 #8 SIMON KEMP • we are social• AUGUST 2013 CIVIC ENGAGEMENT TO BECOME
  2. 2. 2
  3. 3. TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE 3
  4. 4. CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT, NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE 4 VS
  5. 5. RETHINKING THE CONCEPT OF BRAND VALUE 5 Activities focused solely on maximising short-term profits Activities designed to maximise returns for employees and partners SHAREHOLDER STAKEHOLDER Activities designed to contribute to the greater good of all SOCIETAL VSVS VSVS
  6. 6. INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM 6 VS
  7. 7. TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT A CORE PART OF THEIR OVERALL OFFERING 7
  8. 8. THE RETURN OF THE GOOD SAMARITAN Corporate philanthropy is not new, but its popularity faded in the age of mass marketing. However, as society becomes less tolerant of corporate greed, civic-minded brands will return to the fore as marketers rediscover the enduring value of doing ‘good business’. 8 DIGGING DEEPER
  9. 9. TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY 9
  10. 10. 148 FIND OUT MORE AT WEARESOCIAL.SG
  11. 11. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  12. 12. WE ARE SOCIAL @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG
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