The document discusses social media use for businesses. It is a summary of a meeting between Kinship Digital, a social media consultancy, and CEOs. The meeting covered why Australians are addicted to social media, the consequences for businesses and executives, and a strategic view of social media internally and externally. Case studies were also reviewed that deliver a return on investment from social media use.
Social Media Is Dead: Long Live Common Sense.David Armano
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
This document outlines a literature review and proposed research study on value creation practices in brand communities. It begins with an introduction to brand communities and a review of key literature on various practices that create value within brand communities, including social networking, impression management, community engagement, and brand use. The researcher then proposes to study the value creation practices within several Indonesian brand communities and how these practices benefit the brand, community, and members. The proposed method is to analyze online community data through netnography. The findings could provide insights on how brand owners can influence value creation practices.
From Campaigns to Community: Building Sustained Community EngagementDell Social Media
This document discusses building sustained community engagement through social media. It begins by discussing how trade was originally based on dialogue and relationships, but the Industrial Revolution ushered in an age of mass production, markets, and communication. Social media has grown enormously in the past decade. The document outlines Dell's journey with social media and how it can be useful across the customer lifecycle. It discusses the importance of building internal communities among employees and providing training. Finally, it provides guidance on planning for community engagement by articulating goals, researching customer needs, and prioritizing opportunities.
The document discusses how businesses need to adapt to the changing social media landscape. It notes that information is increasingly being created by individuals and the digital universe is doubling every two years. It states that in this new environment, customers can be advocates for or against brands, and employees are company ambassadors. The challenges for businesses include unclear social media objectives and measurement, underperforming initiatives, misaligned skills, lack of coordination, and closed cultures. It argues that brands must become social, connected and agile by planning for social business initiatives both internally and externally. Adapting to the new landscape is important because customers and expectations have evolved, anyone can be an activist, crisis management happens in real time, marketing is social, and ideas
The document discusses how businesses must adapt to the changing social media landscape. It notes that in today's world, customers can be advocates or critics and that information is no longer controlled by companies. It also highlights challenges companies face with unclear social media objectives, underperforming initiatives, and lack of coordination across departments. The document argues that businesses need to become more social, connected and agile by planning for social business initiatives both internally and externally. This will help companies address issues like real-time crisis management, social marketing, and embracing greater responsibility.
The document discusses social media use for businesses. It is a summary of a meeting between Kinship Digital, a social media consultancy, and CEOs. The meeting covered why Australians are addicted to social media, the consequences for businesses and executives, and a strategic view of social media internally and externally. Case studies were also reviewed that deliver a return on investment from social media use.
Social Media Is Dead: Long Live Common Sense.David Armano
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
This document outlines a literature review and proposed research study on value creation practices in brand communities. It begins with an introduction to brand communities and a review of key literature on various practices that create value within brand communities, including social networking, impression management, community engagement, and brand use. The researcher then proposes to study the value creation practices within several Indonesian brand communities and how these practices benefit the brand, community, and members. The proposed method is to analyze online community data through netnography. The findings could provide insights on how brand owners can influence value creation practices.
From Campaigns to Community: Building Sustained Community EngagementDell Social Media
This document discusses building sustained community engagement through social media. It begins by discussing how trade was originally based on dialogue and relationships, but the Industrial Revolution ushered in an age of mass production, markets, and communication. Social media has grown enormously in the past decade. The document outlines Dell's journey with social media and how it can be useful across the customer lifecycle. It discusses the importance of building internal communities among employees and providing training. Finally, it provides guidance on planning for community engagement by articulating goals, researching customer needs, and prioritizing opportunities.
The document discusses how businesses need to adapt to the changing social media landscape. It notes that information is increasingly being created by individuals and the digital universe is doubling every two years. It states that in this new environment, customers can be advocates for or against brands, and employees are company ambassadors. The challenges for businesses include unclear social media objectives and measurement, underperforming initiatives, misaligned skills, lack of coordination, and closed cultures. It argues that brands must become social, connected and agile by planning for social business initiatives both internally and externally. Adapting to the new landscape is important because customers and expectations have evolved, anyone can be an activist, crisis management happens in real time, marketing is social, and ideas
The document discusses how businesses must adapt to the changing social media landscape. It notes that in today's world, customers can be advocates or critics and that information is no longer controlled by companies. It also highlights challenges companies face with unclear social media objectives, underperforming initiatives, and lack of coordination across departments. The document argues that businesses need to become more social, connected and agile by planning for social business initiatives both internally and externally. This will help companies address issues like real-time crisis management, social marketing, and embracing greater responsibility.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
The document discusses how to build an advocate army by fostering brand advocacy both internally and externally. It defines advocates as customers who talk favorably about a brand and influence others through organic conversations. While individual advocate reach is small, the aggregate reach of many advocates can significantly impact a business. The document provides tips on identifying, managing, and amplifying advocates using appropriate technology platforms and content to engage both employee and customer advocates.
The document discusses social media analysis of the Rugby World Cup Twitter account @RugbyWorldCup. It provides statistics on the account's followers, most influential followers, social media footprint, country distribution of followers, and analysis of its YouTube channel. The presentation also discusses iGo2 Group, a social business solutions company, and how it can help organizations leverage social media through strategies, intelligence, and community building.
The Socially Integrated Enterprise: Organisations or Communities? The new Col...OpenKnowledge srl
The document discusses how organizations are transforming into socially integrated enterprises by embracing social media and online collaboration. It suggests that organizations must cultivate trusted relationships through social networks in order to drive innovation, marketing, and workforce effectiveness. A socially integrated enterprise engages employees and customers through transparent and nimble social interactions in order to deepen relationships and generate new ideas faster.
Landor Associates predicts trends in shopping behavior, packaging, and social media for 2011. For shopping behavior, consumers will seek authentic brand stories, real value over premium prices, and origins/traceability of products. Packaging will become more sustainable and incorporate new technologies. In social media, brands will need to provide curated, meaningful content to earn a place in users' streams, and location-based services will tailor offers to users' locations.
The document discusses how brands must evolve in the age of social media. It emphasizes that brands need to develop authentic and credible connections with consumers by understanding their expectations and having two-way conversations. Successful brands will employ principles like education, identifying their audience, providing communication tools, research, and listening. Brands also need to connect with consumers emotionally by delivering on the experiences and values that their brand represents.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
A Collection Of Community Management AdviceMarketwired
A curated collection of answers to several community management questions answered by actual community managers.
Brought to you by Marketwire and TheCommunityManager.com
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
1. The document discusses an MSc experiment on the effect of co-creation on consumers' brand and product perceptions.
2. The experiment found that co-creation had a positive effect on consumers' perceptions of brand personality, brand qualities, and brand relationship, even for consumers who did not participate directly. It also improved product evaluation and purchase intentions.
3. Adding extra evidence of co-creation did not further enhance these effects. The established brand Honig generally scored higher than the unknown brand Samo.
Kalypso Social Media And Product InnovationAmy Kenly
The document summarizes research from Kalypso on how companies are using social media for product innovation. The research found that over half of surveyed companies use social media for innovation in some way. Early adopters are seeing benefits like more new product ideas, faster development times, and lower costs. While use is still emerging, 90% of companies plan to increase their use of social media for innovation in the next year as the trend grows.
The Converged Media Imperative - DMA/IBM WebinarRebecca Lieb
The document discusses converged media, which combines paid, owned, and earned media channels to consistently reach customers across their journey. It provides examples of how brands like Tesco, Glidden Paint, P&G, and Brisk Tea have successfully used various paid, owned and earned media channels together in a coordinated way to increase awareness, engagement, and sales. The key to converged media is using different channels that work together to tell a consistent brand story.
How Connected is your Cause? - Fundraising through Fans, Followers & Friends.Dell Social Media
Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.
Community conference 2011 - Dell, Bill JohnstonSeismonaut
This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include:
1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support.
2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations.
3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts.
4) For Dell, social media affects all business units and stages of the buying process, not
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Social media is changing constantly, empowering consumers with travel tools that influence their destination, accommodation and activity decisions. Platforms like Facebook and Pinterest are bringing the experiences of other consumers to the forefront, while mobile and location-based technologies are enabling travelers to make more spontaneous, well-informed plans with minimal hassle.
Join us for an overview of the latest trends in social media, a conversation about opportunities for marketers, and a deep dive into social media’s relevancy to the travel industry.
2012 OTA Conference - Social Media BootcampJessica Folger
The document provides an overview of a social media bootcamp presented by OTA. It introduces several speakers from OTA who discuss their backgrounds and roles in developing social media strategies. It then outlines the topics that will be covered in the bootcamp, including how social trends are impacting travel, analyzing competitors' social media presence, integrating social and mobile platforms, developing a social media strategy focused on creating value for consumers, and key metrics for measuring social media performance.
This document provides an overview and key findings from a study of 92 major brands' online communities across 15 industries. Some of the main insights include:
- Many brands are experimenting with new community and social media strategies as these areas mature. However, few integrate their online communities fully with social media.
- Content customization and other best practices around member experience are still not widely adopted.
- Community management and leadership remains an area needing improvement, as unanswered posts and stale content hurt communities.
- While social media has value, an "all Facebook" approach alone is incomplete; online communities remain important for developing customer relationships.
The importance of Social Media on Corporate ReputationDilara Adaylar
The document summarizes a master's thesis defense on the importance of social media on corporate reputation. It includes an introduction, objectives and methodology, structure of the thesis, concepts of corporate reputation and social media, the importance of social media on corporate reputation, and conclusions. The thesis analyzed how social media positively and negatively impacts corporate reputation through a conceptual study and survey of 553 young Turkish consumers on their social media behaviors and opinions of corporate social media activities. The conclusions found that social media is an effective tool for companies to communicate with consumers and influence large groups but also poses risks like cyberattacks that companies must manage carefully.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
The document discusses how to build an advocate army by fostering brand advocacy both internally and externally. It defines advocates as customers who talk favorably about a brand and influence others through organic conversations. While individual advocate reach is small, the aggregate reach of many advocates can significantly impact a business. The document provides tips on identifying, managing, and amplifying advocates using appropriate technology platforms and content to engage both employee and customer advocates.
The document discusses social media analysis of the Rugby World Cup Twitter account @RugbyWorldCup. It provides statistics on the account's followers, most influential followers, social media footprint, country distribution of followers, and analysis of its YouTube channel. The presentation also discusses iGo2 Group, a social business solutions company, and how it can help organizations leverage social media through strategies, intelligence, and community building.
The Socially Integrated Enterprise: Organisations or Communities? The new Col...OpenKnowledge srl
The document discusses how organizations are transforming into socially integrated enterprises by embracing social media and online collaboration. It suggests that organizations must cultivate trusted relationships through social networks in order to drive innovation, marketing, and workforce effectiveness. A socially integrated enterprise engages employees and customers through transparent and nimble social interactions in order to deepen relationships and generate new ideas faster.
Landor Associates predicts trends in shopping behavior, packaging, and social media for 2011. For shopping behavior, consumers will seek authentic brand stories, real value over premium prices, and origins/traceability of products. Packaging will become more sustainable and incorporate new technologies. In social media, brands will need to provide curated, meaningful content to earn a place in users' streams, and location-based services will tailor offers to users' locations.
The document discusses how brands must evolve in the age of social media. It emphasizes that brands need to develop authentic and credible connections with consumers by understanding their expectations and having two-way conversations. Successful brands will employ principles like education, identifying their audience, providing communication tools, research, and listening. Brands also need to connect with consumers emotionally by delivering on the experiences and values that their brand represents.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
A Collection Of Community Management AdviceMarketwired
A curated collection of answers to several community management questions answered by actual community managers.
Brought to you by Marketwire and TheCommunityManager.com
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
1. The document discusses an MSc experiment on the effect of co-creation on consumers' brand and product perceptions.
2. The experiment found that co-creation had a positive effect on consumers' perceptions of brand personality, brand qualities, and brand relationship, even for consumers who did not participate directly. It also improved product evaluation and purchase intentions.
3. Adding extra evidence of co-creation did not further enhance these effects. The established brand Honig generally scored higher than the unknown brand Samo.
Kalypso Social Media And Product InnovationAmy Kenly
The document summarizes research from Kalypso on how companies are using social media for product innovation. The research found that over half of surveyed companies use social media for innovation in some way. Early adopters are seeing benefits like more new product ideas, faster development times, and lower costs. While use is still emerging, 90% of companies plan to increase their use of social media for innovation in the next year as the trend grows.
The Converged Media Imperative - DMA/IBM WebinarRebecca Lieb
The document discusses converged media, which combines paid, owned, and earned media channels to consistently reach customers across their journey. It provides examples of how brands like Tesco, Glidden Paint, P&G, and Brisk Tea have successfully used various paid, owned and earned media channels together in a coordinated way to increase awareness, engagement, and sales. The key to converged media is using different channels that work together to tell a consistent brand story.
How Connected is your Cause? - Fundraising through Fans, Followers & Friends.Dell Social Media
Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.
Community conference 2011 - Dell, Bill JohnstonSeismonaut
This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include:
1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support.
2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations.
3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts.
4) For Dell, social media affects all business units and stages of the buying process, not
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Social media is changing constantly, empowering consumers with travel tools that influence their destination, accommodation and activity decisions. Platforms like Facebook and Pinterest are bringing the experiences of other consumers to the forefront, while mobile and location-based technologies are enabling travelers to make more spontaneous, well-informed plans with minimal hassle.
Join us for an overview of the latest trends in social media, a conversation about opportunities for marketers, and a deep dive into social media’s relevancy to the travel industry.
2012 OTA Conference - Social Media BootcampJessica Folger
The document provides an overview of a social media bootcamp presented by OTA. It introduces several speakers from OTA who discuss their backgrounds and roles in developing social media strategies. It then outlines the topics that will be covered in the bootcamp, including how social trends are impacting travel, analyzing competitors' social media presence, integrating social and mobile platforms, developing a social media strategy focused on creating value for consumers, and key metrics for measuring social media performance.
This document provides an overview and key findings from a study of 92 major brands' online communities across 15 industries. Some of the main insights include:
- Many brands are experimenting with new community and social media strategies as these areas mature. However, few integrate their online communities fully with social media.
- Content customization and other best practices around member experience are still not widely adopted.
- Community management and leadership remains an area needing improvement, as unanswered posts and stale content hurt communities.
- While social media has value, an "all Facebook" approach alone is incomplete; online communities remain important for developing customer relationships.
The importance of Social Media on Corporate ReputationDilara Adaylar
The document summarizes a master's thesis defense on the importance of social media on corporate reputation. It includes an introduction, objectives and methodology, structure of the thesis, concepts of corporate reputation and social media, the importance of social media on corporate reputation, and conclusions. The thesis analyzed how social media positively and negatively impacts corporate reputation through a conceptual study and survey of 553 young Turkish consumers on their social media behaviors and opinions of corporate social media activities. The conclusions found that social media is an effective tool for companies to communicate with consumers and influence large groups but also poses risks like cyberattacks that companies must manage carefully.
Presentation of research paper investigating the relationship between viral corporate campaigns that address social/political issues and online identity.
Building Communities Before You Need ThemSteve Radick
This document provides guidance on building brand communities before they are needed. It emphasizes that communities are built through genuine engagement and shared values rather than marketing tactics. The key steps outlined are to identify goals and audiences, define your brand's personality, appoint a community manager, educate stakeholders, add value through conversation on issues, join other communities, take interactions offline, advance industry conversations, go above and beyond, measure outcomes not just outputs, adapt based on feedback, and maintain humility. The overall message is that successful communities are earned through patience and membership in the community, not bought through promotional tactics.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Political, economic, social, and technological changes are creating an uncertain landscape for brands. To succeed, brands must (1) provide trusted tools and services that empower customers, (2) engage customers through social networks and mobile platforms, and (3) demonstrate that they care about environmental and social issues.
This document discusses social media and provides a social media action plan. It defines social media as "open conversations that encourage participation and connect people." It explains that social media matters because consumer recommendations are highly credible, conversations influence offline behavior, and brands' reputations are impacted. The social media action plan involves listening to conversations, engaging with audiences, and influencing discussions. It provides examples and guidelines for each step of the plan.
The document discusses how social business planning can help organizations transition to a more connected and collaborative business model to address changes in the modern information landscape. It outlines challenges such as unclear social media objectives and lack of coordination across departments. Becoming a social business can help with customer engagement, crisis management, marketing, and embracing societal responsibility. Social business planning is defined as the blueprint to transform an organization internally and externally through social media integration.
The document discusses how social business planning can help organizations transition to a more connected way of doing business. It outlines challenges such as unclear social media objectives and lack of coordination across departments. Becoming a social business can help with customer engagement, crisis management, marketing, and embracing corporate responsibility. Social business planning is defined as the blueprint to transform an organization internally and externally through social media integration. The planning should look beyond business silos and marketing to connect departments across the organization.
The document discusses how social business planning can help organizations transition to a more connected way of doing business. It outlines challenges such as unclear social media objectives and lack of coordination across departments. Becoming a social business can help with customer engagement, crisis management, marketing, and embracing corporate responsibility. Social business planning is defined as the blueprint to transform an organization internally and externally through social media integration. The planning should look beyond business silos and marketing to connect departments across the organization.
The document discusses how businesses must adapt to the changing social media landscape. It notes that in today's world, where information is created and shared by individuals, participation is more important than broadcasting. It outlines challenges companies face with unclear social media objectives and metrics. It argues that brands must become more social, connected and agile by planning for social business initiatives both internally and externally. This involves social/digital strategies and programs across engagement, content and collaboration. The goal is for companies to move beyond linear processes and create dynamic, networked businesses.
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
Diversity 2.0 - The Diversity and Inclusion Social Media RevolutionDavid Thompson
With the inexorable growth of social media technologies, the global lexicon across cultures, generations, and professional industries has changed—permanently. In this webinar, Tanya Odom and David Thompson described core elements of social media, and how diversity and inclusion (d&i) practitioners can use these tools to complement their d&I activities. This was presented at a Linkage, Inc. webinar, March 16th 2012
Similar to David Langley TNO @ masterclass beyond loyalty (20)
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David Langley TNO @ masterclass beyond loyalty
1. This image
cannot
currently be
display ed.
Beyond Loyalty
Enhancing online brand-related interaction
David Langley @DavidLangleyNL
iMMovator Cross Media Network Masterclass
25 September 2012, Hilversum
2. 1
Agenda
14.30 David Langley (TNO)
Critical factors for influencing online brand experience
15.30 Mark Woerde (Lemz)
Successful prosocial brands
16.00 Break
16.10 Group exercise: Your cases
17.20 Wrap-up and follow-up
17.30 Borrel
3.
4. 3
Vision
For the first time in history there is connection between a mass of
people who may have similar values and opinions.
It’s easy to express an opinion
Watch a short film, play a game, like
It’s easy to bundle opinions
Attacking: aimed at changing organisations
Proactive: firms connect to the groundswell
The basis for a rich form of two-way communication
This is changing the nature of firm-consumer interaction
Major new opportunity for firms: consumers as ambassadors
8. Online slacktivism
Over 100.000 Dutch people joined in online
As from this year all chocolate letters will be fair trade
9. 8
ProSociality
People are ProSocial when they are open, friendly and help others
Firms are ProSocial when they contribute to society through their
brand values
Marketing beyond Corporate Social Responsibility (CSR)
Pro-active: empower and engage online slacktivists
14. 13
Social media has grown rapidly – today nearly 4 in 5 active Internet
users visit social networks and blogs
53 percent of active adult social networkers follow a brand (compared
to 32 percent who follow a celebrity)
Across a snapshot of 10 major global markets, social networks and
blogs reach over three-quarters of active Internet users
[Nielsen 2011]
18. 17
What firms think about firms that give back to
society
76% of executives believe that corporate social responsibility
contributes positively to long-term shareholder value
55% of executives agree that sustainability helps their companies
build a strong reputation (McKinsey, 2010).
19. 18
Bhattacharya & Sen, Journal of Marketing 2003, and Currás-Pérez et
al, Journal of Business Ethics 2009:
Loyalty is strongest for firms which help consumers to satisfy
self-definitional needs
Identity similarity
Identity distinctiveness
Identity prestige
Identity knowledge
Identity coherence
Identity trustworthiness
Identity attractiveness
26. 25
4. Enabling
Since 2000, 25 countries have eliminated Maternal and Neonatal Tetanus (MNT)
MNT remains a major public health problem in 34 countries
30. 29
Sen & Bhattacharya Journal of Marketing Research 2001:
Consumer-company congruence is not just product-related but also
determined by the CSR performance
“Research a variety of CSR initiatives and select those that enjoy
the highest and most widespread support among the company’s key
consumer segments.”
Consumers are more sensitive to negative information
Low-CSR support consumers sensitive to CSR-CA trade-off
31. 30
Torelli et al Journal of Consumer Research 2012
Evaluations of self-enhancement brands (Rolex, BMW) are reduced
by CSR-related terms (Welfare, recyclable, volunteer).
Different for openness or conservation brands (Apple, hand-made
toys)
Torelli et al Journal of Marketing 2012
Achieving consumer-company congruence across cultures is a
major challenge
Some values are related and enhance each other whereas some
values are incompatible with each other
33. 32
Bigne et al European Journal of Marketing 2012
For brand-cause alliances, there is a difference between functional
fit (product attributes and cause objective) and image fit (e.g. Pepsi
Refresh Everything)
Image fit between brand and cause is used as a cue to evaluate
altruistic brand motivations and brand credibility
35. 34
Langley & van den Broek, Internet Politics and Policy 2010
Presenting evidence
of goals and
achievements to 0.310
potential participants
Scale of participation R2 0.435
Sharing personal
experiences with 0.503 -0.319
potential participants
0.530 Degree of behavioral R2 0.365
Sharing personal change
experiences
between participants
-0.062
Reducing effort
required to act
36. 35
Kim & Labroo Journal of Consumer Research 2011
Non-instrumental effort enhances perceived quality
Holds for customers focused on “incentive” value (getting the best
product)
37. 36
Langley, Aarts & Bijmolt working paper
Campaign characteristics
Impact on cause
Social Media drivers • Presenting evidence
• Stimulus to share
• Social activity
Impact
Content drivers
• Brand image
• ProSocial level of • Overall
campaign
• Social
• Congruence brand • Positional
(product) and cause • Environmental
- Purchase intention
Consumer motives
• Social benefits Participation
• Individual benefits - Intention to share
• Shared identity - Intention to participate
38. 37
The brands used in this research
Taken from Interbrand’s Top 100 Global Brands
39. 38
Social consumers value brands with empowering
campaigns
Interaction: Empowerment & Social self-image
Low Social Self-Image
High Social Self-Image
No Empowerment With Empowerment
Explanation: The brands with a ProSocial campaign that is
‘empowering’ have a stronger overall brand image for
consumers that have a high social self-image and a weaker
brand image for consumers with a low social self-image.
45. 44
26-9-2012 8:43
Your cases
1. Nicole Bakker, Hogeschool voor de Kunsten Utrecht: Interactie met studiekiezers
via sociale media op gang brengen. Hoe bereik je ze en hoe verbind je ze?
2. Jasper Brugman, Centrum Media & Gezondheid: Internet film/serie voor jongeren
(Sound Bytes). Hoe bereik je de jongeren en hoe breng je een discussie op
gang?
3. Gerard Kroon, Promomix: Dierenproducten rechtstreeds aan de consument
vermarkten. Maar hoe?
4. Vicky Kuyck, Media Academie: Kwaliteitenenquete gratis aanbieden, 'weet wat je
in huis hebt‘. Hoe matcht het met de waarden en behoeften van de deelnemers?
5. Oscar Langerak, VideoWerkt: Platform voor ICT onderwijs. Hoe beverdert dit
imago, zichtbaarheid en cohesie?
6. Julien Scholte, Eisma Businessmedia: Online zichtbaarheid van een tijdschrift
voor jongeren verhogen. Welke toegevoegde waarde kan sociale media bieden?
7. Monique van der Woude, Challenge: Crowdfunding voor een videoproject. Hoe
bereik je de massa en hoe krijg je ze zover om daadwerkelijk geld over te maken?
46. 45
Group discussions: your cases
5 minutes pitch
25 minutes discussion:
What are the social/societal values of the brand?
Who is the target group and what are their values? Is there a
match?
What is an appropriate prosocial level (responsible, contributing,
enabling, empowering)?
Two main solutions to problem?
Two main challenges which still need solving?
Short presentations: 5 minutes per group
48. 47
Main take-aways
Social media are not just another channel
Two-way communication
Consumers can contribute
Being prosocial may strengthen brands’ relationship with consumers
When it works, consumers become ambassadors
Not suitable for all brands
There are different forms of prosociality: from reporting to empowering
Developing a strategy for enhancing online interaction:
Search for matching brand / consumer values
Adopt appropriate level of prosociality
This is a lively research topic and ongoing research will identify more
best practices and success factors
49. 48
Technology cluster & Cofinance project
TNO is interested continuing knowledge dissemination and research
on this topic:
Strengthening consumer-company identity via social media
Two options:
A technology cluster for sharing TNO’s knowledge
A network of organisations with a similar requirement for TNO
knowledge
Minimum 5 SMEs
Total costs for SMEs: €5k
A cofinance project for developing new knowledge
New research ideas
SMEs and large firms eligible
Costs vary