Nicolas Rouillon
“A concept whereby companies integrate social and environmental concerns in theirbusiness operations and in their interact...
Executives: 60% say social media has a positive impact on the quality   of their communications with consumers 72% use s...
A CSR campaign based on social media enables to reach a lot of peopleHäagen-Dazs used Twitter to promote aCSR campaign to ...
Chase Contest• They agreed to give money to the charities through a vote by   social media• 100 charities share their big ...
Employees can be involved :Nike created “We Portal”:- All 30,000 employees are connected- Talk about CSR issues that matte...
• People are involved, they share, comment,  post, like, treated as citizens• People feel that they can help just by  liki...
Choose a cause which is linked to the business : Authenticity, the company helps with tools it masters Customers and emp...
The benefits of a corporate social responsibility campaign
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The benefits of a corporate social responsibility campaign

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This presentation tries to show that CSR using social media enables companies to increase their brand awareness, reputation and create communities that create an advantage for the brand.

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The benefits of a corporate social responsibility campaign

  1. 1. Nicolas Rouillon
  2. 2. “A concept whereby companies integrate social and environmental concerns in theirbusiness operations and in their interaction with their stakeholders on a voluntarybasis."Traditional CSR CSR through Social media Gives a different and good All these advantages plus : image not considered as  Brand awareness measurable direct marketing (comments, posts…) Increase brand awareness  Positive impact is conveyed of the company through internet users Public Relations (positive  Citizens subscribe to the cause press coverage)
  3. 3. Executives: 60% say social media has a positive impact on the quality of their communications with consumers 72% use social media in this way 71% say social media is an important communication channel to raise awareness of CSR programs Because 38% it enables to reach broad and diverse audience 29% Connect directly with consumers (part of the project) + low cost
  4. 4. A CSR campaign based on social media enables to reach a lot of peopleHäagen-Dazs used Twitter to promote aCSR campaign to save the bees: Idea: Give 1$ for each tweet which included #HelpHoneyBees They used for this the organization Twitcause through @TwitCause (590,664 followers) Twitcause tweets are conveyed by influencers like Alyssa Milano to promote its campaign Results: 643,748 tweets in one week
  5. 5. Chase Contest• They agreed to give money to the charities through a vote by social media• 100 charities share their big idea for changing the world and get votes.• The winner gets $1 million and fivefinalists will receive $100,000.Chase reputation• Increase its reputation(almost 3,000,000 fans on facebook)• Good image company• Not perceived as direct promotion
  6. 6. Employees can be involved :Nike created “We Portal”:- All 30,000 employees are connected- Talk about CSR issues that matter for them- Involved by giving time, lending their voice, giving skills, or giving money.Yahoo employees and users were asked their status about good actions they have done 300,00 status update and storiesConcrete actions:• Tyson agreed to donate 100 pounds of chicken to a Food bank in Texas for every comment posted on its blog. 658 comments / 2 hours Loaded up two trucks filled with chicken
  7. 7. • People are involved, they share, comment, post, like, treated as citizens• People feel that they can help just by liking, commenting• Ready to help a company and amplify its voice Seventh Generation CSR campaigns create a community:  Very active on social media especially for their CSR campaigns  Eg: “Million baby crawl” a CSR campaign to increase the public awareness about toxic products in homes  Campaigns use :  They communicate about the campaign, lots of comments… This community is reused:  They ask people about their tastes  What could they use in their next products
  8. 8. Choose a cause which is linked to the business : Authenticity, the company helps with tools it masters Customers and employees subscribe to the projectCSR through social media is a good way to increase: Brand awareness Reputation of the brandCreate a group of committed citizens who: Promote the brand Exchange and give their opinions on the brand

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