More than any other generation, Millenials seek to have relationship with "purpose" -- this presentation explores cause-marketing, social innovation, and corporate social responsibility.
Global Consumer Trends and Sustainability MERCURYcsc
Sustainable Travel International's (STI) recent webinar on how global consumer trends are impacting sustainability offers an inside looks at what it means for organizations and businesses committed to sustainable travel. The 30-minute webinar was presented by Maclaren Latta, VP of Consumer Insights at MercuryCSC, and attended by members of STI’s Sustainable Destination Leadership Network and its Sustainable Travel Leadership Network.
How Holland Bloorview Kids Rehabilitation Hospital’s Dear Everybody campaign became national movement using social media
Prepared by Jasbinder Kaur Sidhu
signmesh snapshot - the best of sustainabilitysignmesh
Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation.
Global Consumer Trends and Sustainability MERCURYcsc
Sustainable Travel International's (STI) recent webinar on how global consumer trends are impacting sustainability offers an inside looks at what it means for organizations and businesses committed to sustainable travel. The 30-minute webinar was presented by Maclaren Latta, VP of Consumer Insights at MercuryCSC, and attended by members of STI’s Sustainable Destination Leadership Network and its Sustainable Travel Leadership Network.
How Holland Bloorview Kids Rehabilitation Hospital’s Dear Everybody campaign became national movement using social media
Prepared by Jasbinder Kaur Sidhu
signmesh snapshot - the best of sustainabilitysignmesh
Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation.
GMG 2011 Garden Trends Report updated release September 10, 2010Garden Media Group
Garden Media Group's 2011 Garden Trends Report, Suzi McCoy released the top garden and outdoor living trends at the 2010 GWA Annual Symposium in Dallas, TX September 10, 2010.
One Day To Deliver! Best Practices for Maximizing Giving Day PotentialCorporate Insight
Giving Days are 24-hour online fundraisers that raise money for a nonprofit or higher education institution. By using digital tools and social media networks, these single-day donation drives can help recruit new donors, re-connect existing donors to their university and build a sense of community and excitement around donating to an alma mater.
Higher education institutions seem to have woken up to the potential success of one-day fundraisers in 2012, when Columbia University raised $6.9 million in a 24-hour period. This was followed up in 2013, when Columbia raised $7.8 million from over 9,700 gifts.
In this deck, we offer recommendations
that any higher education institution can
implement to help run its most engaging
and successful Giving Day yet.
Communication proposal about preserving public facilities. The issue of this proposal is about bus stop. With many people neglect bus stop, this campaign is inviting people to care and using bus stop, as the starting point to preserved action
Globální studie Havas Worldwide: Lidé kupují více od odpovědných firemMarketingSalesMedia
Studie agentury Havas probíhá v České republice a dalších třiceti zemích světa. Tentokrát se zaměřila na tzv. názorové vůdce, neboli "prosumery", kteří jsou mj. ochotní utratit víc za produkty, které jsou šetrné k přírodě či společnosti. Studie ukazuje, že nyní většina lidí začíná takto uvažovat a jednat.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
GMG 2011 Garden Trends Report updated release September 10, 2010Garden Media Group
Garden Media Group's 2011 Garden Trends Report, Suzi McCoy released the top garden and outdoor living trends at the 2010 GWA Annual Symposium in Dallas, TX September 10, 2010.
One Day To Deliver! Best Practices for Maximizing Giving Day PotentialCorporate Insight
Giving Days are 24-hour online fundraisers that raise money for a nonprofit or higher education institution. By using digital tools and social media networks, these single-day donation drives can help recruit new donors, re-connect existing donors to their university and build a sense of community and excitement around donating to an alma mater.
Higher education institutions seem to have woken up to the potential success of one-day fundraisers in 2012, when Columbia University raised $6.9 million in a 24-hour period. This was followed up in 2013, when Columbia raised $7.8 million from over 9,700 gifts.
In this deck, we offer recommendations
that any higher education institution can
implement to help run its most engaging
and successful Giving Day yet.
Communication proposal about preserving public facilities. The issue of this proposal is about bus stop. With many people neglect bus stop, this campaign is inviting people to care and using bus stop, as the starting point to preserved action
Globální studie Havas Worldwide: Lidé kupují více od odpovědných firemMarketingSalesMedia
Studie agentury Havas probíhá v České republice a dalších třiceti zemích světa. Tentokrát se zaměřila na tzv. názorové vůdce, neboli "prosumery", kteří jsou mj. ochotní utratit víc za produkty, které jsou šetrné k přírodě či společnosti. Studie ukazuje, že nyní většina lidí začíná takto uvažovat a jednat.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
Come join us at the NTC Promendade as teh Challenged Athletes, Make a Wish Foundation and California Center for Sustainable Energy compete for the coveted Ad 2 Public Service Campaign.
After they present, we will have Christine Guardia, cause cultivator at KooDooZ, to speak on Cause Marketing.
Christine became involved in cause marketing campaigns while pursuing her MBA in Public & Nonprofit Management and Marketing at Boston University.
Penjelasan secara singkat tentang program jabar smart school yang dicanangkan oleh dinas pendidikan jawa barat dan diikuti oleh sma dan smk yang berada di jawa barat
Social Media for Good and Profit - Cause Marketing Case StudySiteLab Interactive
SiteLab presents a cause marketing campaign case study for client Sunkist Growers, the leading international supplier of fresh fruit, and the oldest operating citrus cooperative in America, owned by thousands of citrus growers across California and Arizona. Learn how they used social media to propel their brand and do social good by partnering with retailers across the country to encourage families to raise money for charities close to their hearts.
How to find and communicate your social purpose using PRDora Nikols
Dora Nikols PR & social purpose specialist from Social Mission shows how companies can find their social purpose and promote it in a meaningful way using her Stand For Something Framework.
Today this is important as 89% of consumers would switch brands to one that supports a good cause .
Similar to Virtual Virtues - How Social Media, Social Innovation & Social Responsibility work together (20)
How to find and communicate your social purpose using PR
Virtual Virtues - How Social Media, Social Innovation & Social Responsibility work together
1. Virtual Virtues
How Social Media,
Social Responsibility and
Cause Marketing work together
Presenter: Lee Fox
5 Benefits of CSR
1. Cost effective way for an organization to improve
competitive position
2. Boosting social conditions, including education,
leads to improved locations for company
operations & potential creation of customers and
skilled workers
3. Investors are drawn to socially responsible
companies.
4. Individual professionals who perform charitable
volunteer work are recognized and receive
personal benefits for their efforts.
5. Protecting the environment leads to more
productive use of resources
2. 77% Environment
77% Economic Development
80% Health
70% Education
Significant Areas of Impact
What CSR isn’t… and is…
4. Ethos Water Case Study
DATA POINT PRO CON
1-in-6 people drink
unsafe water world-wide
$16B-bottled water
business world-wide
Global water shortages
coupled with abject
poverty
2001: Ethos Water launched
by Peter Thum / Jonathan
Greenblat (joined later)
United Nations
decreed Int’l H2O day
on 03/22 (‘92)
No real awareness
to Clean Water
Issue
2005: Ethos Water sold to
Starbucks
$0.05- donated to
clean-water cause
for every bottle
sold
$8M purchase price
“Every Bottle Makes A
Difference”
$10M donated to
clean water cause
Starbucks has $495M
of annual profits
2006: Pepsi joins partnership
and redesigns bottle
Larger distribution Pepsi has over $32B in
annual revenues.
Purposeful Products
5. Case Study Haagen-Dazs
• 25%+ of U.S. honey bee population has
disappeared.
• Honey bees help create ingredients that go into
more than 40% of Haagen-Dazs ice cream flavors.
• Raising awareness of the honey bee issue gives HG
a new purpose.
• web site & new flavor “Vanilla Honey Bee” created.
• Donate money in support of the honey bee and
sustainable pollination research programs at UC
Davis ($100k) & Penn State ($150k)
…branded or innovated…
Consumers are buying it
6. Shopping w/ ACTIVISM
would switchwould switch
wouldn’t investwouldn’t invest
would refuse to workwould refuse to work
might sell their investmentmight sell their investment
would boycottwould boycott
would be less loyal at workwould be less loyal at work
Importance of “PURPOSE”
Indifferents: (40%)
Least motivated by social
concerns – they prioritize by
price, quality, convenience and
products.
Enlighteneds: (10%)
Most driven by their values when
making purchasing decisions, going
out of their way to reward
companies who align with their
social goals.
Apsirationals: (20%)
More likely to balance their ideals
with convenience, switching
between social concerns &
convenience.
Practicals: (30%)
Looking for convenience,
prioritizing based on price,
quality, convenience and where
product is manufactured.
8. CSR: don’t have it?
brand-jacking = cause-jacking
• Artist used a Louis Vuitton
purse in an anti-genocide
campaign to make the point
that the media cares more for
celebrities than they do for
genocide in Darfur
• LV sent Plesner a cease and
desist letter and filed a
lawsuit, claiming damages of
over $20,000 a day
http://www.facebook.com/group.php?gid=12685622005&ref=mf
Cause Branding
Roadmap
1. Set goals
2. Focus
3. Build internal capacity
4. Create a team
5. Find ambassadors of the cause
6. Choose partners carefully
7. Leverage all assets
8. Add sizzle
9. Communicate & Innovate
10. Go local
9. Case Studies
Companies using
social media
for social good
Lexus Eco Challenge
• Partnered with Scholastic:
– Nationwide program that empowers middle &
high school students to make a positive
impact on the environment
– Rewards them with more than $1M in
scholarships & grants.
– 2007 was the first year – it involved more than
3,500 students from Maine to Hawaii
http://www.scholastic.com/lexus/
10. P&G – Pampers & Unicef
• One Pack = One Vaccine:
– Funded more than $25M life-saving tetanus
vaccines which were distributed throughout Africa
and Asia
– Originally launched in 2006 in the UK
– Expanded in 2007 to other W. European
countries
– Debuted in the U.S. & Canada in 2008
– The goal of the North American campaign was to
provide at least 27M more vaccines, which would
bring the total global donations to more than
50M.
CDC in Whyville
(Online Youth Property)
11. Soft & Beautiful Just for Me!
• National self-esteem program launched by
children’s hair care brand
• In addition to traditional promotion
methods (speakers, media, etc.):
– Created a VIP website for girls:
http://www.jfmvipclub.com
– Using a blog to reach moms:
http://www.sunflower-mom.blogspot.com
SIGGART Design Contest
• Launched www.mySIGG.com for users to
post their water bottle designs online and
visitors can vote for their favorite design
• Advertised on an eco design blog, created
online press releases and targeted social
bookmarking sites
• Attracted more than 12,000 visits from
about 8,000 people that on average spent
17 minutes on the site
12. Advanta’s IdeaBlob
• Entrepreneurs and small
business owners submit business
ideas on www.ideablob.com
• Based on votes from the online
community, one idea every
month wins $10,000
• Metrics include:
–15% of these businesses are nonprofits
–26% of ideas contribute to “social good”
–45% of finalists are socially conscious
–66% of winners are socially conscious
– Approaching 100,000 users
Why are Social Media Tools
advantageous?