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ADVERTISING AND SOCIAL GOOD A perfect marriage or a recipe for disaster? Susan McPherson CEO, McPherson Strategies, @susanmcp1
How it used to be CSR today A perfect marriage A recipe for disaster The do’s and don’t’s
How it used to be
Big checks For many companies, corporate responsibility was synonymous with traditional philanthropy. Write a big check to a community organization, and poof!, you’ve done your due diligence.
A PR response Many companies saw corporate responsibility as something reactive. Protesters gathering outside your office? Time to make a statement.
An organizational silo The CSR or social good department (if there was even a department) operated on its own, separate from the rest of the company.
An afterthought CSR wasn’t something on the agenda for the C-suite, unless it had to be for reputation reasons.
2 CSR today
Today, “social good” has gone from being an extracurricular activity to a core aspect of business strategy. Increasingly, we’re seeing CSR baked within an organization and the responsibility team integrated with all other departments, including marketing. So, why did this happen? My, how things have changed.
Social media With social media came an increased demand for transparency and authenticity from companies.
Consumer demand More than ever, customers choose to buy from companies with purpose. The business case for CSR is clear. 55 percent of global online consumers will pay more for products from companies that are committed to social and environmental impact (Nielsen).
Attracting talent Millennials want jobs with purpose. To attract the best, companies need to be serious about their commitment to social good. (insert stat images)
Cultural evolution Between the local food movement and exploding support for the LGBTQ community, our culture has grown increasingly conscious and responsible.
These factors have transformed the relationship between businesses and social good.
CEOs speaking out proactively on human rights issues. Inbound content focused on the social issues that touch a company’s business. Customer and employee engagement campaigns around social issues and volunteerism. Commercials focused on the company’s commitment to responsibility. Social media engagement around social advocacy. An increase in social good-focused storytelling for brands across industries. Today, we’re seeing deep integration between marketing and CSR.
3 A perfect marriage
We Can Be Heroes
The Girl Effect
4 A recipe for disaster
Diageo’s water bottles
Starbucks’ conversation starter
KFC Pink Bucket
5 Do’s and Don’ts
Oversimplifying complex issues Skimping on research PR as primary goal Not vetting partners One-off thinking Staying silent Failing to measure The don’ts
Authenticity Tell stories Understanding the why Supplement stories with data Engage employees and customers Thoughtful partnerships Connection to business Sharing success The do’s