CSR and Sustainability communications: lessons from the Obama campaign
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A look at the Obama for America campaign and a selection of key takeways you can use to ramp up your CSR and Sustainability communications
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CSR and Sustainability communications: lessons from the Obama campaign
- 1. Learning lessons from the Obama campaign: How to ramp up your CSR & Sustainability communications Sustainability Conversations Blog ‐‐ July 2009
- 2. 2008 “If there were ever a groundbreaking, forward‐ looking push to challenge communications conventions, this was it.” Eleftheria Parpis, AdWeek
- 3. OBAMA’S CAMPAIGN SUCCESSFULLY BROKE THROUGH
- 4. HE MASTERED THE USE OF 360° COMMUNICATIONS AND THE ‘C WORD(S)’ OF CITIZEN ENGAGEMENT & BRAND CONVERSATION
- 5. HOW DID HE GET THERE? HOW TO APPLY THESE BEST PRACTICES TO YOUR CSR & SUSTAINABILITY CAMPAIGNS?
- 6. 1 OBAMA SYMBOLIZED CHANGE A CHANGE IN TURBULENT ECONOMC TIMES
- 7. HE SHARED HIS SOLUTIONS FOR A RENEWED AMERICA HE REPRESENTED A MUCH NEEDED LEADERSHIP
- 8. WHAT DOES IT MEAN TO YOUR CSR & SUSTAINABILITY CAMPAIGNS • Consumers or employees are under extreme pressure and are looking for help through this crisis • Companies & brands need to demonstrate leadership on issues that matters to their key audiences & that are tied to a social purpose (i.e. climate change, access to health, etc.) in order to show they can contribute to a better world Create a vision and take on tough issues, in a forthright, authentic way
- 9. 2 OBAMA EMPOWERED HIS AUDIENCE TO ACT FOR THE GREATER GOOD “We know the battle ahead will be long, but always remember that no matter what obstacles stand in our way, nothing can withstand the power of millions of voices calling for change.” Barack Obama's “YES WE CAN” speech in New Hampshire ASKING EVERYBODY TO WORK TOGETHER TO ACHIEVE COMMON GOALS
- 10. WHAT DOES IT MEAN TO YOUR CSR & SUSTAINABILITY CAMPAIGNS • Companies and brands need to CONNECT & PARTNER with their key audiences to effect positive change together and make a difference • Empowering your audience for a greater good is your new currency to retain & motivate your employees, increase loyalty of your consumers, etc.
- 11. 3 OBAMA PIONEERED THE EFFECTIVE USE OF SOCIAL MEDIA TO CREATE A MOVEMENT SPARKING MEANINGFUL PARTICIPATION FROM CITIZENS
- 12. HE LEVERAGED ALL MARKETING COMMUNICATIONS TOOLS CHANNELING BOTH ONLINE AND OFFLINE ENTHOUSIASM INTO SPECIFIC ACTIVITIES TO FURTHER THE CAMPAIGN’S GOALS
- 13. WHAT DOES IT MEAN TO YOUR CSR & SUSTAINABILITY CAMPAIGNS • Instead of communicating a message, it is about genuinely engaging in two‐way dialogues with your multiple stakeholders • Give more power, not less, to your target audience so they feel ownership, so they become advocates • Every company is a media company: you can now create your own content and start the conversation
- 14. 4 A VERY PERSONAL CAMPAIGN: DIRECT CONNEXION BETWEEN OBAMA & HIS SUPPORTERS BY ALWAYS ADDING A PERSONAL TOUCH TO HIS COMMUNICATIONS
- 15. WHAT DOES IT MEAN TO YOUR CSR & SUSTAINABILITY CAMPAIGNS • U n d e r s t a n d y o u r t a r g e t audiences’ needs first • Identify your key stakeholders’ expectations first and talk to them in a way that matters to them
- 17. TODAY IS A “TRUST RECESSION” “Whoever thought that ‘trust’ was fluffy, whoever thought it inconsequential, and whoever thought trust had long been superseded by risk models – today’s trust recession is your answer” BUSINESSES NEED TO RESTAURE CONFIDENCE & LEADERSHIP
- 18. CSR IS A POWERFUL WAY TO REBUILD THE ‘SOCIAL CONTRACT’ BETWEEN YOUR STAKEHODLERS AND YOUR ORGANIZATION
- 21. ULTIMATELY ENHANCING YOUR CORPORATE & BRAND EQUITY TO LEAD & STAND OUT IN A CROWDED MARKET
- 22. TIME IS NOW!