From Starbucks to Amazon to Walmart, there is enormous momentum to align business strategies with the realities of climate change, human rights and global economic development. Whether an organization is in the corporate, not-for-profit or civil society space, stakeholders want to know how they are working to improve lives and have a positive impact on the world. So in a world where corporate bottom lines are increasingly entangled with global bottom lines, how do organizations become better global stewards while still minding their financial cupboards?
Changing public attitudes and consumer appetites is a critical part of any public engagement strategy. Global Good is a strategy, and social listening is a powerful new tactic – the only way companies can engage with the world is to first listen to it. That’s where Brandwatch has become the go-to tool for so many to come together and realize the power of conversation – the act of speaking together. And so in this session, Aaron and Jason will discuss how the simple act of listening can have a profound impact on a company’s or organization’s brand salience. The art of intersecting your message with their values is realized by uniting one with the other, creating a partnership rooted in research and knowledge.
25. Not every campaign is a homerun
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Always #LikeAGirl
Black Lives Matter (UK, 10%)
Dove Real Beauty
IKEA Brighter Lives for Refugees
Innocent Chain of Good
Kenco: Coffee Versus Gangs
Pride (UK, 10%)
Unilever Sustainable Living Plan
SHARE OF AUTHORS
CAMPAIGNS AND SENTIMENT
Negative Neutral Positive
26. Feedback on these kinds of efforts often mixed
As a white person, I feel like its not
in my place to talk about black
issues however I will stand with
you all #BlackLivesMatter
RT @GSElevator: #1: Dove's latest 'Real
Beauty' campaign isn't brave; it's smart.
Dove is owned by Unilever, maker of Ben &
Jerry's and Klondike.
I hate YouTube ads. But I will always watch the #LikeAGirl
ads no matter how long they are ❤️❤️
It's official, I will never say 'like a girl' again. Good work
@LauraLucyJones @Always #LikeAGirl #yms15
#shameonme
27. In fact, sometimes it’s hard to know if it was even worth it
19%
9%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Chain of good Coffee versus gangs
INCREASEINPOSITIVITY
HOW CAMPAIGNS IMPACT BRAND SENTIMENT
28. People Want To Feel Connected
Wunderman/PSB Survey on Wantedness,
Jan 2017
29. Their Values Need to Be Your Values
Their Values
Need to Be Your
Values
Wunderman/PSB Survey on Wantedness,
Jan 2017
32. You Will Be Weighed and Measured…
You Will Be Weighed and Measured…
33. • More than 85% of consumers agree that a few select brands set the benchmark against which they
judge all other brands
Q. How strongly do you agree or disagree with the following statement?
12 15
61 63
26 22
U.S. U.K
There are a few brands that set a standard for excellence
against which I judge all other brands
Strongly Agree
Somewhat Agree
Strongly/Somewhat disagree
n=1003 n=1000
87% agree 85% agree
You Have Been Weighed and Measured
34. And If You Are Found Wanting, They'll Dump You
35. • Roughly two-thirds of U.S. consumers – and more than half of U.K. consumers – prefer the “best”
brands because their products and services exceed expectations
Q. Why do you prefer to buy the “best” brands?
You Can't Just Measure Up – You Have to Contribute
63
15
10
4 2
53
18
13
4 5
Their products and
services exceed my
expectations
I know they provide
new and exciting
experiences
They can be counted
on to positively
contribute to society
I worry that I am
missing out if I’m not
buying from the best
It makes me look
good among my
friends and colleagues
Consumers Prefer the “Best” Brands Because…
Ranked by U.S.
U.S. U.K
36. • More than eight in ten consumers are loyal to brands that share their values
Q. How strongly do you agree or disagree with the following statement?
11 16
57
56
32 28
U.S. U.K
Brands I am loyal to share my values and make me feel good about
supporting them
Strongly Agree
Somewhat Agree
Strongly/Somewhat disagree
n=1003 n=1000
89% agree 84% agree
But If You Get It Right…
38. Where Are You?
Tactical Strategic
Existing
Conversation
One Off
Campaign
Many
Campaigns
Live Your
Brand
Notas del editor
2015 is a year of great challenges and opportunities. Global issues will be on the world stage in a way never before seen in history. Major summit meetings and social media activations will put ideas like "new power" and "digital activism" and "global citizenship" into the inboxes and zeitgeist of everyone around the world. This includes people who support, comment on, or implement philanthropy for families and institutions around the world. Aaron Sherinian manages public engagement for a major global philanthropy and will offer some new ideas and challenge definitions of "new philanthropy" in an era when social media and digital influence are more than buzzwords...they herald a new set of players and expectations for anyone who wants to invest in a better world.
2015 is a year of great challenges and opportunities. Global issues will be on the world stage in a way never before seen in history. Major summit meetings and social media activations will put ideas like "new power" and "digital activism" and "global citizenship" into the inboxes and zeitgeist of everyone around the world. This includes people who support, comment on, or implement philanthropy for families and institutions around the world. Aaron Sherinian manages public engagement for a major global philanthropy and will offer some new ideas and challenge definitions of "new philanthropy" in an era when social media and digital influence are more than buzzwords...they herald a new set of players and expectations for anyone who wants to invest in a better world.
43% of the (youth of the population) is under 25 years old (populationaction.org)
Hong Kong
You are already part of the conversation, from the best campaigns to the biggest controversies.
Stat from We First (PEW)
94% of Consumers would switch brands to support a cause for good (huffington post // http://www.huffingtonpost.com/auren-kaplan/94-of-consumers-will-swit_b_1126628.html) from Cause Marketing Firm Cone LLC