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Communicating social business
The document discusses the importance of creating an effective communication strategy for social businesses, emphasizing the need for a solid customer value proposition and layers of communication. It outlines advertising rules to enhance product visibility and positive brand perception while addressing the rise of 'prosumers' who influence market trends and demand ethical consumption. Additionally, it offers insights on maximizing profits through purpose-driven actions, including local engagement, partnerships, and transparency.
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Communicating social business
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- 2. it always starts witha good product
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- 4. traditional business is all aboutthe customer
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- 10. you need 2 layersof communication
- 11. Which layers wouldneed your company ? How would you communicate them ?
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- 20. 6 degrees ofmarketing
- 23. 6 degrees ofmarketing
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- 80. BREF duo by Henkel
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- 89. how to createa world class communication strategy
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- 97. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 98. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 99. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 100. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 101. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 102. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 103. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 104. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 105. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 106. Rules of advertising: 1.Alwayslocalize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
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- 109. Why? Avoid the curse of knowledge Definea narrow key audience Aim for a clear change in behaviour Appeal to all three types of human mind How to think like a strategist?
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- 111. who do we wantas clients ?
- 112. who do we sacrificeas clients ?
- 114. what is ourindustry ?
- 115. who is our competitor outsideof the industry ?
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- 118. WHAT CHANGE DO WE WANTIN THE WORLD?
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- 123. “you have takenover the job of creating desire and have transformed people into constantly moving happiness machines, machines which have become the key to economic progress”
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- 135. which not onlylead to huge personal debts
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- 139. our “happiness is foundedon terrible injustice
- 140. In Asia, Chinaand India, hypercomsuption just has begone
- 141. carbon foot print downsizing ecotourism ethical consumption fair trade food miles sustainable social business
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- 143. c fringe movementsfringe movementssuch as whole food stores become part of the mainstream
- 144. The “ greatrecession” giving people the opportunity and added reason to stop and think, to consider there life and life style choices.
- 145. “ohhh noo, what havei done “
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- 147. ➢The roughly 15–20%of leading-edge consumers who are influencing trends and shaping markets around the globe ➢Key characteristics: * Embrace innovation * Constantly seek out information and new experiences * Enthusiastic adopters of new media and technologies * “Human media” who transport attitudes and ideas * Marketing savvy and demanding of brand partners * Highly influential and sought-after for opinions and recommendations WhoareProsumers?
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- 149. Opportunities for Businessesand Brands 9 insights on how to do it right Maximizing profits through purpose
- 150. 1. Go Local 2.Find the Right Partners 3. Make It Easy to Do Good 4. Empower 5. Help Bridge the Gap 6. Be honest /BeTransparent
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- 152. McDonald’s Australia sponsorscommunity cleanups
- 153. Reckitt Benckiser’s Harpic is building and repairing toilet facilitiesin parts of India that are most in need
- 155. 2. Find theRight Partners
- 156. 3. Make ItEasy to Do Good
- 157. The “buy one,give one” model helps us feel good about our purchases
- 158. Making charitable givingautomatic
- 159. Volkswagen’s “Blue Mobility”in-car app helps drivers track and reduce their fuel use
- 161. 4. Empower In the“Mad Men” era, marketing was all about making people feel inadequate in order to get them to buy things. Now, companies are reaping profits and building relationships by helping people feel better about themselves and their impact on the world.
- 164. 5. Help Bridgethe Gap
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- 166. 6. Be honest/Be Transparent "We’reenteringtheageofdamage,wheresocialmediahas empoweredpeopletoholdbusinessesaccountable.As corporationshavegrowninsizeandpower,peopleare expectingmorefromthem.Theywantbigbusinessin general—andtheirbrandpartnersinparticular—toplaya roleindrivingpositivechangeandtoworktowardthe greatergoodratherthanactingsolelyonthebasisoftheir ownagendas.Consumersarerewardingthosebusinesses thattaketheleadandpunishingthosethatdon’t.” —David Jones, global CEO of Havas
- 167. “It is importantto me that companies operate transparently, letting consumers and others know what they’re doing”
- 168. Imagecredit:jetalone@flickr.com Patagonia’s Footprint Chroniclesinvites consumers into the company’s inner workings, detailing what they’re doing right— and what they need to improve
- 169. Honest by xxx Belgian fashioncompany operates under a “100% transparency policy,” disclosing everything from product sourcing to price markups Honest by
- 170. On Procter &Gamble’s relationship with USAID: “It’s like getting a Good Housekeeping Seal of Approval.They bring a lot of legitimacy to our initiatives, particularly when we are entering new markets.” On Procter & Gamble’s relationship with USAID: Forming smart partnerships can speed progress and stakeholder buy-in
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