The document provides an overview and key findings from the 2013 Social Media Sustainability Index. Some of the main points include:
- 233 companies out of 475 studied had social media channels dedicated to sustainability, up significantly from previous years.
- While many companies are talking about sustainability, very few seem to understand their audience or tell compelling stories.
- The "Big 10" fast moving consumer goods companies are not effectively communicating sustainability through their major brands on social media, missing opportunities to influence consumer behavior.
- Twitter is the most commonly used channel, but some companies are experimenting more with visual platforms like Pinterest, Instagram and YouTube.
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
The document discusses using electronic word-of-mouth (eWOM) on social media to increase return on investment (ROI). It examines how to measure eWOM engagement and the types of content that sparks positive eWOM. Case studies on Zappos and Hokey Pokey ice cream show that building communities and incentivizing influencers to spread positive messages can lead to increased brand awareness, ROI, and sales revenue from social media campaigns. While many social media users are inactive, the document concludes that eWOM through true engagement and influential individuals within a community sense can directly impact a business's ROI.
This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
This document discusses the power of electronic word-of-mouth (e-WOM) on social media and how it has changed marketing. Social media have captured consumers' attention and traditional advertising messages may not be as effective. While advertising has high reach, e-WOM has more credibility since it comes from people consumers know. Both advertising and e-WOM are important for brands but must be used together and reinforce each other. Companies need to listen to social media, set goals for their presence, choose appropriate platforms to engage consumers, and measure the results of their social media marketing.
This document discusses electronic word of mouth (eWoM) and its evolution from traditional word of mouth communication. It defines eWoM as any positive or negative statement made about a product or company available online. The presentation covers the key elements of eWoM content, different types of influencers, and case studies of both positive and negative eWoM examples from companies like Starbucks, McDonalds, and Whole Foods. It also discusses how eWoM can go viral and how companies can build communities through engaging content that motivates sharing.
CONSUMER BEHAVIOR TOWARD SOCIAL NETWORKING SITEAjeet Pandey
This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
The document discusses using electronic word-of-mouth (eWOM) on social media to increase return on investment (ROI). It examines how to measure eWOM engagement and the types of content that sparks positive eWOM. Case studies on Zappos and Hokey Pokey ice cream show that building communities and incentivizing influencers to spread positive messages can lead to increased brand awareness, ROI, and sales revenue from social media campaigns. While many social media users are inactive, the document concludes that eWOM through true engagement and influential individuals within a community sense can directly impact a business's ROI.
This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
This document discusses the power of electronic word-of-mouth (e-WOM) on social media and how it has changed marketing. Social media have captured consumers' attention and traditional advertising messages may not be as effective. While advertising has high reach, e-WOM has more credibility since it comes from people consumers know. Both advertising and e-WOM are important for brands but must be used together and reinforce each other. Companies need to listen to social media, set goals for their presence, choose appropriate platforms to engage consumers, and measure the results of their social media marketing.
This document discusses electronic word of mouth (eWoM) and its evolution from traditional word of mouth communication. It defines eWoM as any positive or negative statement made about a product or company available online. The presentation covers the key elements of eWoM content, different types of influencers, and case studies of both positive and negative eWoM examples from companies like Starbucks, McDonalds, and Whole Foods. It also discusses how eWoM can go viral and how companies can build communities through engaging content that motivates sharing.
CONSUMER BEHAVIOR TOWARD SOCIAL NETWORKING SITEAjeet Pandey
This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.
eWOM refers to positive or negative statements made by customers about products or companies that are shared online. The document examines the consequences of eWOM for consumers and companies. For consumers, eWOM allows for more informed purchasing decisions but can be influenced by both positive and negative reviews. Companies must view eWOM as both an opportunity and a challenge, as it provides information about customers but can also influence brand perceptions. The type of eWOM platform impacts the credibility and trust of the information shared.
Word-of-mouth is important for service marketers as consumers rely on it to reduce risk. Electronic word-of-mouth on sites like Facebook allow consumers to check-in and share comments about businesses with friends. This makes it easy to informally influence others. Service providers should pay attention to electronic word-of-mouth to minimize harmful comments and maximize helpful ones by prioritizing response timing and focus. Consumers view peer-generated word-of-mouth as more trustworthy than firm-generated messages.
Current Research Questions in Word of Mouth CommunicationAlexander Rossmann
This document summarizes current research questions in word-of-mouth communication. It identifies several key areas for further study: 1) understanding why users engage in online word-of-mouth behavior and how it creates value, 2) exploring how different types of word-of-mouth content impact engagement and purchasing behavior, and 3) examining the specific organizational capabilities needed to foster the impact of word-of-mouth on customers. The document was authored by Alexander Rossmann of Next Corporate Communication Research Center.
Social media is a powerful marketing tool that allows companies to reach millions of potential customers. It differs from traditional marketing in that customers can interact with marketing messages and produce their own content. Major social networks like Facebook and Twitter will continue growing in importance. Some key advantages of social media marketing are low costs, wide reach, and the ability to engage customers interactively. However, measuring effectiveness can be difficult as target audiences are not always homogeneous. Successful social media strategies focus on attracting attention, converting visitors into customers, and transforming past successes into new attraction points.
This document summarizes a literature review on how social media influencers have replaced traditional spokespeople in cosmetics advertising targeted at millennials. It discusses how media-multitasking, electronic word of mouth, and self-performance on social media platforms like YouTube, Instagram and Snapchat have influenced advertising strategies. Social media influencers are everyday consumers who shape attitudes through their social media content. They have helped bridge the gap between advertisers and millennials by providing a more personal and trusted endorsement compared to celebrity spokespeople. As the use of these influencers increases, it could significantly impact millennials' purchasing habits over the next ten years by empowering them as more educated consumers.
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
How Social Media Influences Consumer Behavior Michael Lazerow
Social media has become a major influence on consumer behavior. Nearly 1 in 5 minutes online is spent on social networks. Facebook in particular dominates social networking, accounting for 55% of global users and 1 in 7 minutes spent online. This document discusses how brands can leverage social media to engage consumers and influence purchasing decisions. It provides data showing that when brands create engaging content on Facebook, they can gain exposure to not just fans but also fans' friends, amplifying the brand's reach. It also shows that these friends of fans often demonstrate similar behaviors to fans such as visiting the brand's website. The key is for brands to understand their fans and their friends in order to create effective social media strategies.
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
Customer behavioral changes towards brand management on social media: sceptic...Guillaume CHEVRON
Customer behavioral changes appeared: on the one hand, some customers feel embarrassed and suspicious because of a clear business intrusion within social media communities; on the other hand, some others, addicted by social media experience, are glad to be part of brands’ core fans and dedicate time to them.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
Social media has significantly impacted college sports programs in areas of communication, marketing, fan engagement, and revenue generation. College athletic departments now utilize platforms like Facebook, Twitter, and YouTube as tools for public relations, promotions, recruiting, ticket sales, and crisis management. Research shows these platforms help build brands and relationships with stakeholders while providing low-cost communication options. However, the impact is complex as messages may need to be tailored to each platform's functionality to be effective. Overall, social media has become an important part of college sports marketing and operations.
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
Consumer power through information, network, and crowd based platforms.IliaPlatonov
Research Work for Wilkes University MBA 520 Marketing Management.
The research paper answers the following questions.
• What are the positive and negative effects that transpire from consumer power?
• What are the three distinct consumer power sources and how do they each influence the Internet consumer base?
• What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like?
Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships
Presentation of research paper investigating the relationship between viral corporate campaigns that address social/political issues and online identity.
El valor de una marca y los medios socialesPilygapa
This document discusses how a company's brand value and image may be positively influenced through sports sponsorships and social media activities. It analyzes data from 322 members of a Facebook fan page for a celebrity sports team sponsored by a large mobile telecommunications provider. The study examines whether the perceived brand image of the sports team and its celebrity endorser credibility positively impact perceptions of the sponsoring brand's value among fan page members. It also tests whether these effects differ between existing and non-customers of the sponsor. The findings provide implications for marketing theory and practice regarding the advantages of integrating social media and sponsorships.
The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.
The document discusses word of mouth marketing (WOM) theory and its application both historically and in modern social media environments. It summarizes Ernest Dichter's 1960s work on simulating and stimulating WOM through advertising. While advertising saturation and consumer skepticism have increased, social media now allows consumers to instantly share opinions, triggering most WOM. The document analyzes Wiser's Whisky campaign that leveraged TV ads and social media platforms like Facebook and Twitter to foster consumer conversations, demonstrating how brands can apply WOM theory today.
This document summarizes the key findings of the 2013 Social Media Sustainability Index, which analyzed how 475 global companies communicate sustainability efforts through social media. It found that nearly half of companies now have social media channels dedicated to sustainability, up significantly from past years. However, most companies do not have a clear understanding of their sustainability audience and struggle to describe sustainability. It also found that while some large consumer brands have potential to influence sustainable living through social media, most do not discuss sustainability through their brand accounts.
The document provides an overview and analysis of how 287 leading sustainable companies are communicating their sustainability efforts through social media. Some key findings include:
- Only 65 (22.5%) companies have dedicated social media channels for sustainability communications, while 55 (19%) rely on general channels.
- 167 (58%) companies have no social media presence for sustainability.
- Technology and industrial goods companies are leading in sustainability communications on social media, while oil & gas companies lag behind.
- Successful strategies include engaging storytelling, respecting audiences, and adapting corporate responsibility reports for social platforms.
The report evaluates companies' social media use against criteria like dedicated channels, campaigns, discussions of actions and issues, and enabling community feedback.
eWOM refers to positive or negative statements made by customers about products or companies that are shared online. The document examines the consequences of eWOM for consumers and companies. For consumers, eWOM allows for more informed purchasing decisions but can be influenced by both positive and negative reviews. Companies must view eWOM as both an opportunity and a challenge, as it provides information about customers but can also influence brand perceptions. The type of eWOM platform impacts the credibility and trust of the information shared.
Word-of-mouth is important for service marketers as consumers rely on it to reduce risk. Electronic word-of-mouth on sites like Facebook allow consumers to check-in and share comments about businesses with friends. This makes it easy to informally influence others. Service providers should pay attention to electronic word-of-mouth to minimize harmful comments and maximize helpful ones by prioritizing response timing and focus. Consumers view peer-generated word-of-mouth as more trustworthy than firm-generated messages.
Current Research Questions in Word of Mouth CommunicationAlexander Rossmann
This document summarizes current research questions in word-of-mouth communication. It identifies several key areas for further study: 1) understanding why users engage in online word-of-mouth behavior and how it creates value, 2) exploring how different types of word-of-mouth content impact engagement and purchasing behavior, and 3) examining the specific organizational capabilities needed to foster the impact of word-of-mouth on customers. The document was authored by Alexander Rossmann of Next Corporate Communication Research Center.
Social media is a powerful marketing tool that allows companies to reach millions of potential customers. It differs from traditional marketing in that customers can interact with marketing messages and produce their own content. Major social networks like Facebook and Twitter will continue growing in importance. Some key advantages of social media marketing are low costs, wide reach, and the ability to engage customers interactively. However, measuring effectiveness can be difficult as target audiences are not always homogeneous. Successful social media strategies focus on attracting attention, converting visitors into customers, and transforming past successes into new attraction points.
This document summarizes a literature review on how social media influencers have replaced traditional spokespeople in cosmetics advertising targeted at millennials. It discusses how media-multitasking, electronic word of mouth, and self-performance on social media platforms like YouTube, Instagram and Snapchat have influenced advertising strategies. Social media influencers are everyday consumers who shape attitudes through their social media content. They have helped bridge the gap between advertisers and millennials by providing a more personal and trusted endorsement compared to celebrity spokespeople. As the use of these influencers increases, it could significantly impact millennials' purchasing habits over the next ten years by empowering them as more educated consumers.
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
How Social Media Influences Consumer Behavior Michael Lazerow
Social media has become a major influence on consumer behavior. Nearly 1 in 5 minutes online is spent on social networks. Facebook in particular dominates social networking, accounting for 55% of global users and 1 in 7 minutes spent online. This document discusses how brands can leverage social media to engage consumers and influence purchasing decisions. It provides data showing that when brands create engaging content on Facebook, they can gain exposure to not just fans but also fans' friends, amplifying the brand's reach. It also shows that these friends of fans often demonstrate similar behaviors to fans such as visiting the brand's website. The key is for brands to understand their fans and their friends in order to create effective social media strategies.
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
Customer behavioral changes towards brand management on social media: sceptic...Guillaume CHEVRON
Customer behavioral changes appeared: on the one hand, some customers feel embarrassed and suspicious because of a clear business intrusion within social media communities; on the other hand, some others, addicted by social media experience, are glad to be part of brands’ core fans and dedicate time to them.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
Social media has significantly impacted college sports programs in areas of communication, marketing, fan engagement, and revenue generation. College athletic departments now utilize platforms like Facebook, Twitter, and YouTube as tools for public relations, promotions, recruiting, ticket sales, and crisis management. Research shows these platforms help build brands and relationships with stakeholders while providing low-cost communication options. However, the impact is complex as messages may need to be tailored to each platform's functionality to be effective. Overall, social media has become an important part of college sports marketing and operations.
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
Consumer power through information, network, and crowd based platforms.IliaPlatonov
Research Work for Wilkes University MBA 520 Marketing Management.
The research paper answers the following questions.
• What are the positive and negative effects that transpire from consumer power?
• What are the three distinct consumer power sources and how do they each influence the Internet consumer base?
• What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like?
Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships
Presentation of research paper investigating the relationship between viral corporate campaigns that address social/political issues and online identity.
El valor de una marca y los medios socialesPilygapa
This document discusses how a company's brand value and image may be positively influenced through sports sponsorships and social media activities. It analyzes data from 322 members of a Facebook fan page for a celebrity sports team sponsored by a large mobile telecommunications provider. The study examines whether the perceived brand image of the sports team and its celebrity endorser credibility positively impact perceptions of the sponsoring brand's value among fan page members. It also tests whether these effects differ between existing and non-customers of the sponsor. The findings provide implications for marketing theory and practice regarding the advantages of integrating social media and sponsorships.
The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.
The document discusses word of mouth marketing (WOM) theory and its application both historically and in modern social media environments. It summarizes Ernest Dichter's 1960s work on simulating and stimulating WOM through advertising. While advertising saturation and consumer skepticism have increased, social media now allows consumers to instantly share opinions, triggering most WOM. The document analyzes Wiser's Whisky campaign that leveraged TV ads and social media platforms like Facebook and Twitter to foster consumer conversations, demonstrating how brands can apply WOM theory today.
This document summarizes the key findings of the 2013 Social Media Sustainability Index, which analyzed how 475 global companies communicate sustainability efforts through social media. It found that nearly half of companies now have social media channels dedicated to sustainability, up significantly from past years. However, most companies do not have a clear understanding of their sustainability audience and struggle to describe sustainability. It also found that while some large consumer brands have potential to influence sustainable living through social media, most do not discuss sustainability through their brand accounts.
The document provides an overview and analysis of how 287 leading sustainable companies are communicating their sustainability efforts through social media. Some key findings include:
- Only 65 (22.5%) companies have dedicated social media channels for sustainability communications, while 55 (19%) rely on general channels.
- 167 (58%) companies have no social media presence for sustainability.
- Technology and industrial goods companies are leading in sustainability communications on social media, while oil & gas companies lag behind.
- Successful strategies include engaging storytelling, respecting audiences, and adapting corporate responsibility reports for social platforms.
The report evaluates companies' social media use against criteria like dedicated channels, campaigns, discussions of actions and issues, and enabling community feedback.
The document discusses the growing use of social media for sustainability communications by companies. It finds that over the past year, there has been a significant increase in the number of companies using social media platforms like blogs, Facebook, YouTube and Twitter to communicate their sustainability efforts and initiatives. The top industries represented on social media for sustainability are financial services, consumer goods, healthcare and industrials. It also provides analysis of best practices for social media sustainability communications and a ranking of the top companies.
More companies are adopting sustainable business models that consider environmental and social impacts, not just profits and shareholders. This is driven by consumer expectations, empowerment, and demands for corporate social responsibility. Effective measurement of economic, social and environmental performance allows companies to understand trade-offs and stakeholder perceptions, which influence reputation. Managing reputation among stakeholders is important for competitive advantage and business outcomes like brand equity and social license to operate.
The Sustainly 5th Annual Social Media Sustainability IndexMatthew Yeomans
This document discusses the rise of "soft sustainability", which focuses on communicating sustainability issues to the public in terms they can understand and relate to, rather than using technical jargon. It describes how social media has increased public awareness and engagement with sustainability topics. Companies have begun using soft sustainability approaches that discuss issues like health, education, and equality through aspirational lifestyle stories and innovation examples. The document uses campaigns by companies like Unilever, Coca-Cola, Danone, Apple, and General Mills as cases of communicating sustainability through soft, mainstream approaches.
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. The main findings are:
1) Corporate social responsibility (CSR) is no longer optional for companies and consumers expect companies to address social and environmental issues through how they operate their business and develop products/services.
2) The top issue consumers want companies to address is economic development, followed by the environment, human rights, and poverty/hunger.
3) Consumers primarily want companies to create impact through changing how they operate, and also through developing new products/services.
4) Engaging in CSR enhances companies' reputation, increases
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. The main findings are:
1) Corporate social responsibility (CSR) is no longer optional for companies and consumers expect companies to address social and environmental issues through how they operate their business and develop products/services.
2) The top issue consumers want companies to address is economic development, followed by the environment, human rights, and poverty/hunger.
3) Consumers primarily want companies to create impact through changing how they operate, followed by developing new products/services.
4) Engaging in CSR enhances companies' reputation, increases consumer
How Corporate Social Responsability is changing the behavour of customers ove...the Humans' Network
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. Some of the main points include:
- Corporate social responsibility is no longer optional for companies and is considered a "must-do" by consumers.
- Consumers expect companies to go beyond the minimum legal standards and make meaningful changes to their operations and supply chains to address social and environmental issues.
- While expectations for CSR are high, most consumers are tolerant of companies that are honest about their efforts, even if not yet perfect.
- Economic development, the environment, human rights, and poverty/hunger are the top issues consumers want companies
The document discusses a study that ranks the top 100 companies influencing sustainability through social media. It analyzes each company's social media activity related to sustainability, engagement with posts, and reach/number of followers. It interviews representatives from GE and Virgin who discuss their social media strategies for sustainability communications and the business benefits. Key findings include the importance of tailored, high-quality content and collaborating with influential partners.
Companies with social responsibility and servicesSharun Ichigo
This document discusses the environmental records and CSR practices of several major corporations, including Microsoft, Google, Disney, BMW, Apple, Mercedes-Benz, Volkswagen, and others. It provides details on each company's policies and initiatives related to reducing their environmental impact, such as efforts to increase energy efficiency, use renewable energy, reduce emissions and waste, implement more sustainable business practices, and engage in philanthropic environmental causes through partnerships.
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
A Review: Top Social Media For Corporate Communications 2015Jennifer Chan
The document provides a summary of a review of over 500 major publicly listed companies in the US and UK that analyzed their use of social media for corporate communications. The key findings are:
- LinkedIn is the most popular channel, used by 93% of companies overall, with 97% of US companies having an account compared to 90% of UK companies.
- 60% of companies post investor relations content on social media, making it the second most common type of content after careers content, which 73% of companies share.
- Companies that actively engage on social media by responding to posts and tweets more frequently see significantly higher levels of engagement, such as 17 times more likes on Facebook.
- While marketing
2013 CONE COMMUNICATIONSECHO GLOBAL CSR STUDY 1GLOBAL C.docxeugeniadean34240
2013 CONE COMMUNICATIONS/ECHO GLOBAL CSR STUDY 1
GLOBAL CSR STUDY
2013 CONE COMMUNICATIONS/ECHO
2 2013 CONE COMMUNICATIONS/ECHO GLOBAL CSR STUDY 1
In this new era of CSR, the need for companies
to articulate progress beyond CSR purpose
has never been greater.
Introduction 2
Expectations 6
Issues 10
Approach 14
CSR as a Differentiator 18
Consumer Responsibility 22
Impact 26
Communications 30
Global Consumer
Responsibility Segmentation 56
Conclusion 62
Acknowledgements 64
About Cone Communications
and Echo 66
UNITED STATES 36 U.K. 42
FRANCE 46
RUSSIA 48
INDIA 52
CHINA 50
CANADA 38
BRAZIL 40
JApAN 54
Country Snapshots 36-55
ContEntS
GERMANY 44
2013 CONE COMMUNICATIONS/ECHO GLOBAL CSR STUDY 3
Corporate social responsibility is no longer
an option — it is emphatically and indisputably
a must-do.
2
t
he 2013 Cone Communications/Echo Global CSR Study and conversations
with global experts make one thing abundantly clear: the question is
not whether companies will engage in corporate social responsibility,
but how they will create real and meaningful impact. Corporate social
responsibility is no longer an option — it is emphatically and indisputably a must-do.
Today’s consumers are savvier, more sophisticated and more connected than ever before.
Cognizant of their own capacity to influence social and environmental issues, they are
looking more closely at the collective impact of corporations and individuals. In this new
era of CSR, the need for companies to articulate progress beyond CSR purpose has
never been greater. And although nuances certainly exist from market to market, the
findings and insights from this report carry universal implications for companies:
E Define the New Business Case.
The CSR ROI has always been hotly debated, but this research definitively asserts CSR
as an essential reputation strategy. Companies that fail to recognize CSR’s power beyond
the shopping aisle are taking a myopic view. It is a formidable influencer of trust, affinity
and loyalty. Companies must participate in CSR with authenticity and transparency, or risk
doing more harm than good to their reputation.
E Lead with Innovative Approaches.
Global experts agree that leading companies are doing more than analyzing the way
their businesses operate — they are exploring new models that value long-term societal
needs. From collaborating with competitors to address broader industry issues, to
advocating for comprehensive public policy changes, businesses are beginning to
recognize that their own viability depends on social and environmental sustainability.
2013 CONE COMMUNICATIONS/ECHO GLOBAL CSR STUDY 5
E Embrace Social Media.
Social media is transforming the CSR landscape, especially in countries such
as China, India and Brazil, where more than eight-in-10 consumers are using
social channels to engage with companies around social and environmental
iss.
Social Currency Impact Ranking (Abbreviated) VIVALDI
This is an abbreviated version of the Social Currency Impact Ranking that was released by Vivaldi Partners Group, a strategic consulting firm that includes a digital and technology agency known as Fifth Season.
In the report, Vivaldi Partners Group ranks the best brands that most effectively leverage the social behaviors that influence the degree to which individuals share a brand or information about a brand with others.
This abbreviated ranking shows the top 10
The report is a ranking of the brands in the Social Currency 2012 Report. Both reports, and all of the Social Currency research reports, can be downloaded from the Vivaldi Partners Group website: http://vivaldipartners.com/vpsocialcurrency/about
More information on Social Currency 2012 can be found at: http://www.vivaldipartners.com/sc2012
The document discusses how Gravity Thinking uses social intelligence to understand consumer conversations and develop marketing strategies for clients. It provides examples of how Gravity Thinking analyzed social media discussions regarding brands like Philips, Sailor Jerry rum, Maximuscle, Gaggia coffee machines and air fryers to develop targeted strategies addressing consumer interests and concerns.
This document summarizes a report by Custom Communication on best practices for communicating sustainability using social media. It discusses focusing on authenticity, creativity, transparency and community. It outlines the methodology used to analyze the top 100 companies communicating sustainability on social media. Key findings include sector breakdowns and examples of best practices like using a magazine mentality, apps/games, emerging platforms, personal touches, crowdsourcing and big ideas. It also profiles the top 10 companies and changes in sustainability reporting.
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
The document discusses market trends in 2012 that increased focus on sustainability, including economic instability, environmental disasters, and loss of trust in governments and businesses. It notes the rise of citizen activism and alternative economies. Brands are encouraged to establish themselves as platforms for purpose, pursue revolutionary innovation, and collaborate to drive sustainability. The 2013 theme will explore new forms of value creation and making brands more meaningful by focusing on well-being and sustainable futures. Brands are urged to become leaders in shaping aspirations and culture to lead to a flourishing future.
The document discusses market trends in 2012 that increased focus on sustainability, including economic instability, environmental disasters, and loss of trust in governments and businesses. It notes the rise of citizen activism and alternative economies. Brands are asserting they must establish themselves as platforms for purpose, drive revolutionary innovation, and collaborate to shift consumer behavior. The document outlines Sustainable Brands' agenda for developing new forms of sustainable innovation ROI, encouraging revolutionary innovation, and collaborating to shift demand. It looks ahead to 2013 and exploring new forms of value creation for brands through continuous innovation and establishing brands as platforms for purpose.
Similar to The social media sustainability index 2013 (20)
Corporate strategic communication change why branded media building is importantSCOTOSS
브랜디드 미디어 구축이 필요한 이유를 '신뢰' 관점에서 풀어본 자료입니다. 기업 전략 커뮤니케이션에는 변화가 필요합니다. 그것은 미디어 생태계의 변화와 같이 합니다.
뉴스와 정보, 제품과 서비스의 생산 주체 중심에서 독자, 오디언스, 고객 중심의 비즈니스 전환과 함께 기업 커뮤니케이션도 패러다임의 전환이 요구됩니다.
기업 신뢰인식조사 2014 special report 에스코토스_20140112SCOTOSS
2013년 12월 서울, 수도권 및 광역시 성인 남녀 600명을 대상으로 주요 7개 기업에 대한 신뢰인식 조사를 실시했다. 기존 정량조사를 중심으로 한 기업 명성조사의 한계를 고려한 전반적인 인식 수준을 언어네트워크분석 방법론을 적용해 심도있는 기업 신뢰와 불신의 원인을 추적했다. 삼성전자, 현대자동차, 포스코, LG전자, 롯데쇼핑, SK텔레콤, 현대중공업을 조사대상으로 선정하였으며 각 기업별로 신뢰하고 불신하는 이유에 대한 핵심단어군과 주요 언어간의 의미망 구조를 도출하였다. 또한 분석결과를 기초로 전략적 커뮤니케이션 방향을 제언하였다.
위기관리에서 리더의 의사결정과 전략이 가장 중요하고 핵심이라는 기존 인식에서 확장해 조직구조의 전사적인 관점에서 위기관리를 바라보아야 한다는 점을 주장한다. 실제 전사적인 위기 상황에서 위기관리 TF팀으로 활동한 조직 구성원을 대상으로 사후 인식조사를 통해 성공적인 위기관리를 위해 개선하고 살펴봐야 할 요인을 분석하고자 했다.
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2. ABOUTKEYFINDINGSBYTHENUMBERSSTROYTELLINGTRENDSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|3
OVERVIEW
OVERVIEWThis year’s Social Media Sustainability Index—looking back at
the year 2013—takes an exhaustive view of how 475 compa-
nies from all over the world communicate sustainability using
social media. It looks at companies from all areas of business
—everything from consumer goods to retail to technology to
heavy industry. What we have found is an explosion in the
number of companies committed to talking about sustainabil-
ity. Yet, at the same time, very few of those companies seem
to have a good idea who they are talking to and what stories
they should be telling.
Nearly half of the 475 companies we studied (233) have social
media channels or campaigns dedicated to discussing their
sustainability or corporate social responsibility efforts. That’s
an impressive number, especially when you consider that just
four years ago only 60 major companies were using social
media for sustainability. Part of the reason for this increase
can be explained by the explosion of corporate social media
noise in general. But it also seems clear that, as the environ-
mental and societal issues that frame sustainability begin to
grow in importance within society and at board level, so
companies are increasingly keen to tell the world about just
how sustainable they are trying to be.
Social media provides the perfect platform for companies to
communicate sustainability because it is driven by the philos-
ophy of being transparent when communicating and authentic
in what you have to say. Time and time again over the last
decade, companies have found—to their cost—just what
happens when they try and fool social media communities or
fail to respond promptly and transparently to questions con-
sumers ask of them. As more and more companies seek to
show just how responsible they can be (and explore how they
can make sustainability a valuable business offering) so they
will increase their use of social media to build community and
promote their sustainability “stories”.
3. ABOUTKEYFINDINGSBYTHENUMBERSSTROYTELLINGTRENDSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|5
OVERVIEW
To do that companies will need to have a clearer understand-
ing of their sustainability audience. It won’t be enough to talk
to kindred spirits in the sustainability and CSR community. It
won’t be enough to solely position sustainability as a niche
topic for academics, NGOs and the green media. Instead,
following the lead of the top companies in our index—
including BBVA, AT&T and Unilever—companies (both B2C
and B2B) will have to broaden their audience for sustainability,
winning over consumers, customers and their own employ-
ees with a message that is useful and relevant.
THE DREADED S WORD
Making sustainability relevant to a more general audience is
easier said than done. Just look at the trouble companies are
having in trying to describe what they do in this area. Of the
Top 100 companies in this year’s Index 36 use the term
sustainability, 16 use corporate responsibility and 8 use
citizenship. Others prefer the term “responsibility”, “sustain-
able development” and that current buzzword, “innovation”.
If the very advocates of good business can’t work out a com-
mon term then no wonder it’s difficult to convey what “sus-
tainability” means to consumers, customers and employees.
TIME FOR BRANDS TO STEP UP
One of the most notable social media sustainability events in
2013 was the launch of Unilever’s Project Sunlight campaign
—an ambitious effort to raise consumer awareness about
sustainable living through the FMCG giant’s leading brands.
It’s too early to say just how successful Project Sunlight will
be in educating and shaping consumer behaviour but the pure
scale of Unilever’s focus on sustainability marketing—and the
potential of social media to ignite a movement—will make
more than a few other chief marketing officers sit up and
take note.
The smart companies already know that creating a truly sus-
tainable business—one that delivers profit by being both
environmentally and socially responsible—depends on many
factors, not least reshaping the very systems we currently rely
on to create products and support supply chains. Selling the
products of that sustainable system change will be crucial
especially since most brands have spent decades creating
and stoking a consumption culture that shows little regard for
the environment or greater society.
That poses a particular problem for the many companies who
have realised the extraordinary future cost to their business if
they don’t become sustainable. Namely, how do you influ-
ence a more sustainable consumer lifestyle and sell more
sustainable products when you’ve been so successful telling
consumers that being responsible doesn’t matter?
It’s a dilemma that is vividly illustrated by our research. This
year, prompted by Unilever’s bold statement of intent, we
looked at how the “Big 10”—the 10 FMCG multinationals that
have a dominant role in selling food and household goods—
use their brands’ social media channels to communicate
sustainability. We looked at 113 brands owned by Unilever,
MAKING SUSTAINABILITY RELEVANT TO A
MORE GENERAL AUDIENCE IS EASIER SAID
THAN DONE. JUST LOOK AT THE TROUBLE
COMPANIES ARE HAVING IN TRYING TO
DESCRIBE WHAT THEY DO IN THIS AREA.
4. ABOUTKEYFINDINGSBYTHENUMBERSSTROYTELLINGTRENDSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|7
OVERVIEW
P&G, General Mills, Coca-Cola, PepsiCO, Nestlé, Johnson &
Johnson, Kellogg’s, Mars and Mondelez. Just 35 of those 113
use their social media channels to talk about sustainability or
CSR. See the chart to the right.
Cheerios’ long-running Spoonful of Stories collaboration with
Simon & Schuster and First Book to advocate childhood read-
ing is a good example of how brands can communicate CSR
and sustainability. Purina Friskies “Grumpy Cat” Christmas
charity campaign is good in terms of animal welfare. Most
brands, however, don’t even scrape the surface of the bold
pledges and mission statements espoused by their corporate
parents.
The missed possibility to influence sustainable living becomes
even greater when you consider the potential community
reach of these brands. Consider their presence on Facebook
as one example. Together the 113 brands command a Face-
book audience of 451 million “likes/fans”. Even when you
take into account the low level of engagement that brands
command on Facebook, those 113 brands still have massive
potential social media clout. But, at present, the 35 brands
that do mention sustainability or CSR causes reach only 162
million Facebook “fans” and 78 million of those are “fans” of
one brand, Coca-Cola. See the chart to the right.
If the world’s biggest consumer companies are really serious
about sustainability, then the time has come to talk to and
educate their consumers about the issues. Through their
brands and social media they already have the power to do
just that.
WHAT TO EXPECT IN THIS INDEX
The 2013 Social Media Sustainability Index took an exhaus-
tive look at how 475 global, publicly listed companies are
communicating their sustainability actions and initiatives
using social media. We select the initial 475 from a variety of
sustainable company indices including the Dow Jones Sus-
tainability Index and the FTSE4GOOD.
HOW THE TOP 10 COMMUNICATE
SUSTAINABILITY TO THEIR MILLIONS
OF FACEBOOK FANS
HOW THE TOP 10 COMMUNICATE
THROUGH THEIR BRANDS
Facebook Fans (millions)
Fans Who Receive
Sustainability Comms
(millions)
No. of Brands
Ones That Talk Sustainbility
P&G 103
P&G 19.363.41
GENERAL MILLS 65
GENERAL MILLS 11.724.7
J&J 5
J&J 0
UNILEVER 125
UNILEVER 80.343.4
KELLOGG'S 41
KELLOGG'S 10.52.5
COCA-COLA 42
COCA-COLA 35.5
4.2
78.3
MARS 84
MARS 53.25
113.8
13.55
NESTLÉ 87
NESTLÉ 32.667.31
6 16PEPSICO
8.82 69.36PEPSICO
92
56.13.18MONDELEZ
MONDELEZ
5. ABOUTKEYFINDINGSBYTHENUMBERSSTROYTELLINGTRENDSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|9
OVERVIEW
Our team of researchers have looked at every social media
channel used by each of the companies for communication.
This year we have assessed more than 2,700 corporate sites
and social media channels.
Our initial benchmark for success is to identify whether com-
panies have a real commitment to social media sustainability
communications. We do that primarily by evaluating which
companies have social media channels, platforms, campaigns
or projects dedicated to communicating sustainability. This
year, based on this criteria, we were able to select a long list
of 233 companies that have some form of dedicated social
media sustainability efforts (an increase from 176 in 2012 and
a marked improvement from the 120 of 2011). We then looked
at how those 233 companies used their social media sustain-
ability voice and whether they had a joined up strategy for
sustainability communication. (We didn’t include companies
that rely only on foundations to talk about CSR.) 140 of the
233 companies demonstrated a commitment and enthusiasm
to social media sustainability comms and from those 140 we
chose the Top 100.
We realise that, given the volume of information that we con-
sidered to create this index, some sustainability efforts may
have slipped through the cracks. Please let us know if you
think we’ve missed your company’s social media sustain-
ability efforts.
HOW DO WE RANK THE TOP 100?
Our goal is not to judge the sustainability actions of these
companies but to evaluate how successfully they use social
media to communicate those activities. That said, good social
media communications is based on having a compelling story
to tell and being able to back it up. That’s what separates best
practice from greenwashing. In our view, the companies that
have strategies, services and products that demonstrate their
commitments to environmental and societal responsibility
have the best story to tell and so we rank them accordingly.
Successful social media communication is based around a
combination of frequent, topical, relevant, open, authentic,
creative and innovative content and dialogue. As such we
judge each company’s social media sustainability communi-
cation efforts based on:
• How often they publish and update their sustainability
social media channels
• How transparent they are in allowing comments
and responding to comments and conversation
• How authentic is their social media content? Do they
communicate what the company is doing or what
it says it would like to do?
• How creative and innovative is the social media
content?
• Do the companies understand their audience?
• How useful is their content?
• Can the Sustainability or Corporate Responsibility
Report be shared via social media?
This year’s index will provide you with the overview of how
the Top 100 companies communicate sustainability. It demon-
strates: what channels they are using; which of the 10 biggest
FMCG companies are using their brands for social media
sustainability comms; best practice in storytelling as well as
profiles of the Top 10 companies on this year’s Social Media
Sustainability Index.
Matthew Yeomans
January, 2014
6. WERE FROM
THE REST OF
THE WORLD
WERE FROM
THE US
WERE FROM
EUROPE
36 6142
9
ABOUTBYTHENUMBERSSTROYTELLINGTRENDSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|11
OVERVIEWKEYFINDINGS
KEY
FINDINGS
COMPANIES USED
LINKEDIN FOR
SUSTAINABILITY
NEWS AND DISCUSSION
HAD PINTEREST
PAGES
HAD DEDICATED
SUSTAINABILITY BLOGS
OR MAGAZINES
ARE NEW OR
RE-ENTRIES ON
THE INDEX
HAD SUSTAINABILITY
REPORTS SHAREABLE VIA
SOCIAL MEDIA
OF THE 100 COMPANIES INCLUDED IN THIS YEAR’S INDEX:
DIFFERENT TWITTER
ACCOUNTS WERE EMPLOYED
TO TALK SUSTAINABILITY
8. ABOUTKEYFINDINGSSTROYTELLINGTRENDSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|15
OVERVIEWBYTHENUMBERS
CONSUMER GOODS AND SERVICES
Here is the breakdown of the Consumer Goods and Services
sectors. Not surprisingly FMCG companies dominate.
RETAILERS 6
MEDIA & ENTERTAINMENT 6
FMCG 18
ELECTRONICS 3
AUTOMOBILES 5
APPAREL & SPORTING GOODS 4
INDUSTRY SECTORS
Consumer goods companies again dominated the Top 100.
Financial Services and Industrials sectors were surprising-
ly well represented with Oil & Gas once again bringing up
the rear.
CONSUMERGOODS
31
CONSUMERSERVICES
11
FINANCIALSERVICES
12
HEALTHCARE5
INDUSTRIALS
16
OIL&GAS
3
TECHNOLOGY
10
UTILITIES
7
TELECOMS
5
36 40 4215
SOCIAL MEDIA CHANNELS
Twitter is the most popular (and easiest to handle) social media
channel for most companies. Increasingly companies are exper-
imenting with Pinterest, Tumblr and Instagram for storytelling
and looking to LinkedIn to provide thought leadership.
SOCIAL CR REPORTS
In 2013 42 companies offered a version of their CR report that
was fully shareable with social media communities.
2010 2011 2012 2013
BLOGS
61
PINTEREST
9
FACEBOOK
71
TWITTER
86
YOUTUBE
75
LINKEDIN
12
INSTAGRAM
4
TUMBLR
3
9. ABOUTKEYFINDINGSBYTHENUMBERSTHETOP10THETOP100
SOCIALMEDIASUSTAINABILITYINDEX2013|17
OVERVIEWSTROYTELLINGTRENDS
STORYTELLING
TRENDSIt’s no great surprise to see so many companies using Twitter
to talk about sustainability. Between them, the companies
making up the Top 100 operated 86 Twitter accounts, some
corporate and some for specific sustainability campaigns and
projects. More encouraging was the continued investment
companies are making in online magazines and blogs—
whether it be an attempt to show knowledge and leadership
on clean car technology like Fiat’s Space magazine or Swiss
Re’s Open Minds opinion portal.
Visual storytelling, unfortunately, remains a bit of a corporate
video wasteland apart from a few compelling, high-production
exceptions. Werner Herzog’s 30 minute documentary for the
AT&T It Can Wait campaign was a real standout in 2013 as
was Ford’s fun if eco-light adventure series called One Tank
Adventure featuring YouTube sensation, Devin Super Tramp.
Siemens, meanwhile, continued its long-running Answers se-
ries of sustainability short films.
Ford’s One Tank Adventure
told through Instagram
INCREASINGLY COMPANIES ARE LOOKING
TO APPS AND INTERACTIVE GAMES TO
PROVIDE USEFUL CONTENT AND CREATE
A MORE INTERESTING EXPERIENCE AROUND
SUSTAINABILITY AND CSR TOPICS
AT&T’s It Can Wait was one of a number of big campaigns
that used social media communities to raise awareness for a
specific issue. Others included Vesta’s Act on Facts about
wind farms, Intel’s Girl Rising campaign for promoting educa-
tion and Statoil’s Innovate—a crowdsourcing project around
smarter, safer and more environmentally responsible energy
exploration.
Increasingly companies are looking to Apps and interactive
games to provide useful content and create a more interesting
experience around sustainability and CSR topics. Nike’s Mak-
ing app demonstrated how a company can use social technol-
ogies to inspire systemwide change while online games from
Suez Environnement and Iberdrola tackled tricky issues around
water scarcity and sustainable business.
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SOCIALMEDIASUSTAINABILITYINDEX2013|19
OVERVIEWSTROYTELLINGTRENDS
STORYTELLING
TRENDS
BEST IN CLASS STORYTELLING
These are just a few of the themes and
case studies we identified and developed
through our research. You can learn more
about specific case studies relevant to your
company by contacting us directly.
EDITORIAL STORYTELLING
Best: GE Reports As good as most technology magazines,
GE’s corporate editorial operation is the engine room for its
social content about sustainability and innovation. It also runs
blogs on data visualisation and sponsors the Txchnologist
blog on Tumblr. Honourable mention: Danone Down to Earth
VIDEO STORYTELLING
Best: “From One Second To The Next” A Film By Werner Herzog
for AT&T's It Can Wait This 35 minute documentary, made by
the acclaimed German filmmaker is a powerful and riveting
statement against texting while driving. Honourable mention:
Siemens Answers
INNOVATIVE USE OF PLATFORMS
Best: Walmart Green Room on Pinterest This visual noticeboard
for Walmart’s sustainability discussions has a vibrant follow-
ing and—though aimed at suppliers and NGOs—starts to
bridge the gap between brand and corporate communica-
tions on this most important topic. Honourable Mention: IBM
SmarterCities on Tumblr
APPS & GAMES
Best: Nike MAKING This app embraces Nike’s commitment to
system change as a driver for sustainability by offering the
company’s inside knowledge about sustainable design and
materials to the greater design community. Useful technology
at its finest. Honourable mention: AT&T's It Can Wait
Driving and Texting Simulator
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SOCIALMEDIASUSTAINABILITYINDEX2013|23
OVERVIEW
1. BBVA
The Spanish bank BBVA tops our Index this year, moving up
from second place last year and fifth in 2011. Why do we
consistently rank BBVA so high? In our opinion BBVA has a
strong understanding of its social media community and it
creates projects, campaigns and services to meet the needs
of that community.
This year, BBVA’s social causes crowdfunding platform, Suma,
helped NGOs raise money to tackle typhoon relief efforts in
the Philippines as well as other global projects. Meanwhile a
new collaborative online project, Yo Soy Empleo (I am employ-
ment), aims to help SMEs in Spain create 10,000 jobs through
providing direct economic aid for recruitment and training. Yo
Soy Empleo acts like a digital clearinghouse for job applicants
and the companies that might need their services and it is
promoted and supported by BBVA’s social media platforms.
As well as these direct programmes facilitating financial sup-
port, BBVA provides a forum for sustainability discussion
through two different projects: the Open Mind platform hosts
expert discussions, essays and presentations and promotes
community discussion through a Linkedin group while Centro
de Innovacion (Innovation Centre) explores sustainability
through the lens of smart cities, healthcare, digital entertain-
ment, banking and urban mobility—all illustrated through
Facebook and YouTube.
2. AT&T
CSR communications is full of glossy campaigns packed with
sound and fury but signifying, well, you know what we mean.
AT&T’s It Can Wait is a welcome departure from the all style
and no substance mentality.
Organised around a core sustainability issue for the company
— people dying while texting and driving— It Can Wait is
hoping to mobilise and change user behaviour through a
moving YouTube documentary (directed by Werner Herzog), a
Facebook pledge campaign, and the Twitter hashtag #itcan-
wait. Perhaps the most persuasive part of the project is the
texting and driving game simulator— you drive a virtual car
online while the game sends texts to your smartphone that
you have to answer...with the predictable outcome. It’s a real
crash course in the risks of texting and driving and a lesson
amplified by a compelling social media experience.
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SOCIALMEDIASUSTAINABILITYINDEX2013|25
OVERVIEW
3. IBM AND GE
These two technology giants have been mainstays on the
Index Top 10 since 2010. The fact they rank so high again this
year is a testament to the way each company approaches its
business and also the sustainability stories and leadership
each can show, notably through Smarter Planet and Smarter
Cities (IBM) and Ecomagination and Healthymagination (GE).
Both IBM and GE have established themselves as social
media technology publishers, creating the type of geek-savvy
content that you might once have expected to find only in the
(digital) pages of Wired or Fast Company. But thanks to the
power of content marketing both Smarter Planet and GE
Reports have social media followings any major media com-
pany would covet both in terms of numbers and engagement.
It is also interesting that both these B2B behemoths choose
to invest in consumer-centric social media platforms Tumblr
and Pinterest as storytelling platforms—a clear indication that
you need to take a broad but nuanced view when understand-
ing audience in a social media age.
Indeed, both GE and IBM continue to focus on sustainability
storytelling that demystifies technology and data and con-
nects it to the human experience. Take GE’s Brilliant Machine
series on YouTube or IBM’s new People 4 Smarter Cities
collaborative venture.
By creating a strong social media publishing infrastructure,
both IBM and GE have established a sustainable platform for
continued sustainability conversation. They just have to keep
innovating and delivering as businesses to keep that conver-
sation authentic.
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OVERVIEW
5. UNILEVER
For three years Unilever was the biggest disappointment on
the Social Media Sustainability Index. Despite setting lofty
sustainability goals and having a good story to tell about its
achievements, the multinational FMCG failed to embrace
social media to connect with the consumers it needs to con-
vince if it wants to meet those goals. That all changed in 2013
with the launch of Project Sunlight, a hugely ambitious pan-
brand social media approach to changing consumer behaviour.
It’s too early to tell how successful Project Sunlight will be and
whether Unilever can maintain the type of sustainability initia-
tives and storytelling to make this project real and relevant for
consumers. That said, Project Sunlight is a potential game
changer in sustainability communications. Taken together
with the social media collaboration the company uses to
educate employees and learn from industry peers (part of its
Sustainable Living Plan), Unilever will be a company to watch
in 2014.
6. LEVI STRAUSS & CO
Last year’s Index leader dropped a few places in 2013 not
because it did anything wrong but because other companies
continued to raise their social media game.
Levi Strauss & Co continued to demonstrate a powerful
corporate voice in sustainability through its Unzipped blog
(even if the @Levi’s guy Twitter account disappeared), and it
continues to promote through Facebook and YouTube notable
sustainable products in the form of its Water<Less and
Waste<Less ranges. But when it came to communicating
value and responsibility to its consumer audience the compa-
ny focused the conversation on creative arts and culture
through its Make Our Mark campaign.
While Make our Mark has a soft sustainability feel to it,
Levi Strauss & Co delivered a harder edge with its Skateboard-
ing in India and South Africa YouTube series, proving you can
share a social message through street sports narrative.
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OVERVIEW
7. COCA-COLA
2013 was the year Coca-Cola began to get to grips with its
sustainability elephant in the room—obesity. Admittedly the
company is still taking baby steps in discussing health issues
—a few YouTube videos and some corporate initiatives
promoting fitness and activity—but a start is a start. Imagine
what the the Coca-Cola brand (78 million Facebook fans and
counting) could do if it really wanted to change consumer
behaviour?
Obvious critiques aside, Coca-Cola is one of the few big con-
sumer giants that talks sustainability through its brand social
channels. The Coca-Cola brand page isn’t afraid to discuss
meaty issues like gender equality or the legacy of Nelson
Mandela. And through its Arctic Home collaboration with
WWF, Coca-Cola has developed a CSR initiative with real
clout and impact.
The company’s embrace of social media storytelling to share
its corporate voice is equally impressive. The Unbottled blog
and the “Journey” magazine homepage both can teach other
companies a lot about becoming engaging and accessible in
a social media age.
8. BRITISH SKY BROADCASTING
BSkyB commits to a number of high profile CSR projects in-
cluding Rainforest Rescue (working with WWF to counter
Amazon deforestation) and Go Sky Ride, its pro-bike riding
partnership with British Cycling. Both of these programmes
have dedicated social media channels to promote their activi-
ties and build community.
The company’s newest venture—Sky Academy—establishes
a training and mentorship programme for one million young
people aimed at putting something back into society. It also
addresses sustainability issues in areas where BSkyB looms
large—namely in sports, arts and culture.
It is early days for Sky Academy but this could become an
important vehicle for effective sustainability storytelling that
BSkyB can utilise across its Sky Bigger Picture sustainability
social channels and also, if it was bold, its Sky brand Facebook
page. After all, if David Beckham can do it…
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OVERVIEW
9. NIKE
Nike makes this year’s Top 10 on the strength of its commit-
ment to spread sustainable innovation to the masses through
its pioneering Making App and also through the consumer
marketing of its high performance and very sustainable Fly-
knit running and athletic shoes.
Nike also maintains a dedicated sustainability social media
presence through Nike Better World though the frequency of
its sustainability updates seems to have declined through the
later part of 2013.
But with the release of the Making App, Nike has created a
truly useful social app for the design community—packaging
a treasure trove of Nike’s sustainable materials knowledge for
any designer to utilise.
(Disclosure: We provide consulting services to Nike in the
past but not on topics mentioned here.)
10. SUEZ ENVIRONNEMENT
Water utilities aren’t exactly the sexiest of companies, are
they? Imagine then the challenge faced by a company like
Suez Environnement as it seeks to educate and inspire on the
pressing issue of fresh water and waste management. The
French company’s approach has been to understand its differ-
ent audiences, where they want to get information from and
then package that information to create an engaging
visual experience for people (most of whom don’t have the
first clue about water management).
We placed Suez in our Top 10 this year because of the creative
ways the company goes about communicating its business
and packaging its content so it can be shared. Suez publishes
an online magazine and creates infographics, animations and
time-lapse video to make its sustainability come alive.
It also creates dedicated educational content for different
audiences including school children, university students and
teachers as well as the media and investors. When it comes
to social media and sustainability, it helps to know your audi-
ence and give them “news they can use”.
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SOCIALMEDIASUSTAINABILITYINDEX2013|33
OVERVIEWTHETOP100
TOP 100
COMPANY NAME SECTOR OUT OF 100 2012 RANKING
1 BANCO BILBAO VIZCAYA
ARGENTARIA S.A.
Financial Services 91 2
2 AT&T Telecommunications 90 21
3 IBM Technology 88 7
4 GENERAL ELECTRIC CO Industrials 88 5
5 UNILEVER PLC Consumer Goods 87 61
6 LEVI STRAUSS & CO Consumer Goods 86 1
7 COCA-COLA COMPANY Consumer goods 85 20
8 BRITISH SKY BROADCASTING
GROUP PLC
Consumer Services 85 11
9 NIKE Consumer Goods 84 21
10 SUEZ ENVIRONNEMENT S.A. Utilities 83 60
11 TELECOM ITALIA Telecommunications 82 New Entry
12 MICROSOFT CORP Technology 82 10
13 STATOIL ASA Oil & Gas 82 New Entry
14 CISCO SYSTEMS Technology 81 32
15 NESTLÉ S.A. Consumer Goods 81 64
16 TELEFONICA S.A. Telecommunciations 81 6
17 SWISS REINSURANCE LTD Insurance 80 New Entry
18 AUTODESK Technology 80 18
19 FORD MOTOR CO Consumer Goods 80 17
20 GENERAL MILLS Consumer Goods 80 75
21 DANONE Consumer Goods 80 4
22 NOVO NORDISK Healthcare 80 41
23 WALMART Consumer Goods 80 27
24 MARS Consumer Goods 79 New Entry
25 INTEL CORP Technology 78 43
26 SIEMENS Industrials 78 55
27 KERING Consumer Goods 78 New Entry
28 MARKS & SPENCER GROUP Consumer Goods 78 8
29 BT GROUP PLC Telecommunciations 77 37
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SOCIALMEDIASUSTAINABILITYINDEX2013|35
OVERVIEWTHETOP100
COMPANY NAME SECTOR OUT OF 100 2012 RANKING
30 IBERDROLA S.A. Utilities 77 47
31 RWE Utilities 77 New Entry
32 ALLIANZ SE Financial Services 76 51
33 SUN LIFE FINANCIAL Financial Services 76 New Entry
34 TATA STEEL LTD Industrials 76 New Entry
35 RENAULT S.A. Consumer Goods 75 11
36 FEDEX CORP Industrials 74 9
37 BNP PARIBAS S.A. Financial Services 74 13
38 UNITED PARCEL SERVICE Industrials 73 39
39 CIGNA Healthcare 72
40 VEOLIA ENVIRONNEMENT Utilities 72 New Entry
41 DEUTSCHE POST Industrials 70 50
42 EBAY Technology 70 43
43 WIPRO Technology 70 New Entry
44 COMMONWEALTH BANK Financial Services 69 New Entry
45 MONSANTO Industrials 68 82
46 VOLKSWAGEN Consumer Goods 67 New Entry
47 WASTE MANAGEMENT INC Industrials 67 80
48 KONINKLIJKE PHILIPS
ELECTRONICS N.V.
Consumer Goods 66 24
49 SAP AG Technology 66 29
50 VESTAS WIND SYSTEMS Industrials 65 New Entry
51 WHOLE FOODS MARKET INC Consumer services 65 26
52 BARCLAYS Financial Services 64 72
53 SVENSKA CELLULOSA AKTIEBO-
LAGET
Consumer Goods 63 43
54 BASF Industrials 62 New Entry
55 FIAT Consumer Goods 62 New Entry
56 PG&E CORP Utilities 62 91
57 EXXON MOBIL Oil & Gas 61 New Entry
58 FACEBOOK Consumer Services 61 48
59 HOLCIM LTD. REG Industrials 61 New Entry
60 PROCTER & GAMBLE CO. Consumer Goods 61 70
61 UNITED HEALTH GROUP Healthcare 61 New Entry
62 WELLS FARGO Financial Services 61 93
63 ALSTOM Industrials 60 New Entry
64 AXA S.A. Financial Services 60 66
COMPANY NAME SECTOR OUT OF 100 2012 RANKING
65 DELL INC Technology 60 42
66 DEUTSCHE BANK Financial Services 60 New Entry
67 PANASONIC Consumer Goods 60 New Entry
68 STORA ENSO Industrials 60 New Entry
69 STARBUCKS CORP Consumer Services 60 25
70 ERICSSON Telecommunications 59 40
71 KINGFISHER PLC Consumer Goods 59 22
72 ORANGE FRANCE TELECOM Telecommunications 59 67
73 ABB LTD Industrials 58 New Entry
74 ADVANCED MICRO DEVICES Technology 58 39
75 DUPONT Industrials 58 56
76 JOHNSON & JOHNSON Consumer Goods 58 62
77 LEGO Consumer Goods 58 44
78 ADIDAS AG Consumer Goods 57 New Entry
79 KELLOGG'S Consumer Goods 57 New Entry
80 SHELL Oil & Gas 57 New Entry
81 VIRGIN GROUP Telecommunications 57 14
82 SAMSUNG Consumer Goods 56 New Entry
83 TIME WARNER CABLE Consumer Services 56 71
84 AVON Consumer Goods 55 54
85 COOPERATIVE BANK Financial Services 55 30
86 HENKEL AG & CO. KGAA PFD Consumer Goods 55 New Entry
87 MCDONALD’S CORP Consumer Goods 54 58
88 STANDARD CHARTERED Financial Services 54 New Entry
89 AZKO NOBEL Healthcare 53 New Entry
90 CAMPBELL SOUP CO Consumer Goods 53 59
91 GLAXOSMITHKLINE Healthcare 53 77
92 ANHEUSER-BUSCH INBEV Consumer Goods 52 New Entry
93 J SAINSBURY Consumer Goods 52 New Entry
94 KIMBERLY CLARK Consumer Goods 52 52
95 MONDELEZ consumer Goods 52 New Entry
96 PEUGEOT Consumer Goods 52 New Entry
97 WALT DISNEY Consumer Services 52 New Entry
98 CSX Industrials 51 99
99 PEPSICO Consumer Goods 51 New Entry
100 SPRINT NEXTEL telecommunications 51 86
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SOCIALMEDIASUSTAINABILITYINDEX2013|37
OVERVIEWABOUT
ABOUT
The Social Media Sustainability Index is written by
Matthew Yeomans, founder of Sustainly.
Sustainly works with companies to provide editorial
consulting and workshop training in:
• social media sustainability communication
• employee engagement for sustainability
• social media reputation management and crisis
communication
If you would like to learn more about social media
sustainability best practice and the insight we gain
from the research that goes into this index please
contact us to discuss how we can help.
SUSTAINLY
CREDITS
Research: Rachel England, Alessandro Lanuto, Jowa Coffey
Design: Sonia Malpeso
Production: Jowa Coffey
+44 (0)2920341164
MATTHEW@SUSTAINLY.COM
@SUSTAINLY