Social Good


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A presentation outlining the idea behind the premise that its OK to make a profit from doing good socially and charity contributions.

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Social Good

  1. 1. Social Media, Social Good & Social Business ali bullock – Global digital marketing manager, Cathay Pacific Airways & co-founder, animalsinphotos
  2. 2. Agenda:1. What is social business2. SHOCK! Its OK to make money from Social Good3. 3 Myths of social media4. Social media changes everything
  3. 3. What is social business?
  4. 4. Business model + Corporate culture +desired value = Social media engagement
  5. 5. Social media engagement = Successful business objectives
  6. 6. Whisper, “Its OK for companies to use social good to make money.”
  7. 7. Social Business Objectives:1. Make a profit2. Improve and maintain your brand image3. Communicate positively what you do to society4. Engage with customers5. Remain relevant in the market6. Engage your employees7. Contribute in a positive way to the community and environment
  8. 8. Corporate culture vs.Social Media = Failure
  9. 9. Corporate culture +Social Media = Success Enable and trust youremployees as they are your brand
  10. 10. 3 Myths of Social Media
  11. 11. Myth #1: Social media is a fad, new, going away, not important to business
  12. 12. Anyone from Australia??
  13. 13. … Remember this?
  14. 14. Qantas follows up with a social media promotion #qantasluxuary
  15. 15. Qantas sounded unfazed, however, coming back with ajoke: “At this rate our #QantasLuxury competition is goingto take years to judge.”
  16. 16. Now here’s a paradox….Even in a business which is fully engaged socially – aparticular “campaign” e.g. #QantasLuxury, might still fail.That’s because people are people and mistakes are madeand lessons are learnt and campaigns are just campaigns –they are tactics within a solid framework.
  17. 17. Your framework is your people, it’s the the seniormanagement’ beliefs and support, right the way through toyour customers.And you are still going to have successes and failures
  18. 18. Myth #2: Social media will replacetraditional advertising & branding
  19. 19. The difference for brand communications and marketing is the arrival of socialmedia, of Word Of Mouth.- Success travels equally as quickly as failure but the difference is that failuretakes on new forms- If you have built on your brand, on your employees on your customerengagement and will you are willing to be open and honest the brand willsurvive.-The brand is resilient because of this engagement.- Now, Alan Joyce believes Qantas is a resilient brand,And that belief is nowbeing tested on an international stage, through the lens of social media
  20. 20. Business model + Corporate culture + desired value = Social media success(But your success is directly related on the platforms and beliefs that exist within the organisation.)
  21. 21. Myth #3: Big business can ignore social media
  22. 22. Lets talk Orangutans. And Nestle.
  23. 23. Greenpeace released a videohighlighting the plight ofOrangutans in Borneo who areloosing their homeland to Nestléand loggers for Palm Oil.Nestlés lawyers removed thevideo form Youtube on brandreputation grounds andGreenpeace simply re-posted.The argument moved onto theirfacebook and other social mediaplatforms where customers andfans forced a corporate changein direction.
  24. 24. Nestle used lawyers andGreenpeace used social media.We are talking about an organizationworth billions taking on aninternational charity…Would anyone like to guess whatcame next (other than a lesson 101in marketing for Nestle.)
  25. 25. I haven’t eaten a Kit Kat since then. Anyone fancy one now?
  26. 26. My favorite part, Orangutans are but 0.2% different in DNA to us.Without social media – How many people would have seen the Greenpeace campaign?
  27. 27. Nestle finally rescinded and committed to stopbuying palm oil from un-stainable rainforests.
  28. 28. On a crowded supermarket shelf, to little, way to late.
  29. 29. If an organisation operates in an environment without asocial business strategy, one in which it has fragmentedengagement with employees and customers, one which relies more opinions than evidence and measurement, then campaigns risk generating a life of their own Commonly then described as “a PR disaster”.
  30. 30. Social media is no silver bullet to a crisis.But it is now a mainstream channel and should sit across your brand, marketing, PR, customer service and corporate comms strategies
  31. 31. Social Media changes everything…
  32. 32. From regime change….
  33. 33. To a lone lady looking for her husband I saw this old woman sitting by herself yesterday at the corner of buendia and roxas blvd yesterday. Surprised to see a bond paper pinned in front and back of her dress with a picture of a missing old man, I asked her about it and she said it is her husband who has been missing for two weeks 63,000 Likes and shares. The person was found.
  34. 34. To the petition to end the shark fin trade. Through pressure from WWF in Hong Kong and people through social media – These hotels have set up an alternative shark free banquet menu … Nice to notice that both the Peninsula and Swire Hotels are shark fin free
  35. 35. Social media forced Nestle to change.
  36. 36. And found a home for 4 dogs.
  37. 37. Social media is the future power behind brands and the lens of transparencythat itbrings is one all organizations will work under.
  38. 38. * “I’m dressed like a f***king rabbit. And you want to put this on the internet. And that’s your idea of good???!!!”Finally, Social media isgood for everyone.*