Advertising & Social Good: A Perfect Marriage or a Recipe for Disaster
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In the past several years, the advertising/marketing industry has undergone huge changes that have created an array of challenges and opportunities: The use of “big data” to target consumers has raised concerns about the collection and use of personal information. The massive growth of “native advertising,” in which ads appear as content, has triggered questions about whether consumers can truly trust brands. Social media and digital advances have given companies direct connections to their consumers, with the power to gain insights and build loyalty. New advertising approaches appealing to consumers’ core values and passions have given companies an opportunity to engage consumers on a deeper and more meaningful level. Those marketers who are using creative power to share messages related to social, environmental, philanthropic and cultural issues are building strong brands for the long-haul and are having a positive influence on the world around us. What is becoming absolutely true is there can be a powerful relationship between corporate responsibility and effective advertising. This presentation centers on the opportunities for advertisers and marketing directors to embrace CSR and gain the incredible benefits derived from a more authentic and meaningful relationship with their customers.
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Advertising & Social Good: A Perfect Marriage or a Recipe for Disaster
- 1. INBOUND15 ADVERTISING AND SOCIAL GOOD A perfect marriage or a recipe for disaster? Susan McPherson CEO, McPherson Strategies, @susanmcp1
- 2. 1. How it used to be 2. CSR today 3. A perfect marriage 4. A recipe for disaster 5. The do’s and don’t’s
- 3. INBOUND15 How it used to be
- 4. INBOUND15 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.
- 5. INBOUND15 A PR response Many companies saw corporate responsibility as something reactive. Protesters gathering outside your office? Time to make a statement.
- 6. INBOUND15 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.
- 7. INBOUND15 An afterthought CSR wasn’t something on the agenda for the C- suite, unless it had to be for reputation reasons.
- 9. INBOUND15 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.
- 10. INBOUND15 Social media With social media came an increased demand for transparency and authenticity from companies.
- 11. INBOUND15 Consumer demand More than ever, customers choose to buy from companies with purpose. The business case for CSR is clear. 55percent of global online consumers will pay more for products from companies that are committed to social and environmental impact (Nielsen).
- 12. INBOUND15 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)
- 13. INBOUND15 Cultural evolution Between the local food movement and exploding support for the LGBTQ community, our culture has grown increasingly conscious and responsible.
- 14. INBOUND15 These factors have transformed the relationship between businesses and social good.
- 15. INBOUND15 • 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.
- 16. INBOUND15 3 A perfect marriage
- 18. INBOUND15 We Can Be Heroes
- 21. INBOUND15 4 A recipe for disaster
- 25. INBOUND15 5 Do’s and Don’ts
- 26. INBOUND15 • Oversimplifying complex issues • Skimping on research • PR as primary goal • Not vetting partners • One-off thinking • Staying silent • Failing to measure The don’ts
- 27. INBOUND15 • Authenticity • Tell stories • Understanding the why • Supplement stories with data • Engage employees and customers • Thoughtful partnerships • Connection to business • Sharing success The do’s
- 28. INBOUND15
Notes de l'éditeur
- Think of the way folks responded to Greenpeace or PETA attacks.
- Think Warby Parker, Patagonia, Jessica Alba’s Honest Company, Chipolte, even Unilever.
- As well as the opportunity to connect DIRECTLY with consumers.
- Marriage equality was led by business first. Now social justice is on the radar – think 100,000 Jobs – Howard Shultz’s new initiative with JC Penney, Microsoft, Target and CVS Health.
- Hamdi Ulekaya from Chobani supporting Refugee issues. Think of the SuperBowl
- Introduce part three – explain how these are examples of when marketing and CSR come together in beautiful ways
- Girl Rising– Intel: highlighting authentic partnerships, employee engagement, film/storytelling
- We Can Be Heroes – Warner Bros. – highlighting new platforms (crowdfunding campaign), using assets to reach and engage consumers– young men
- Using data to demonstrate impact – aligning cause with business EXAMPLE: Dick’s Sporting Goods Foundation’s Sports Matter initiative. The foundation was interested in the issues of underfunded sports teams in the United States, so launched a crowdfunding program for such teams, called Sports Matter. Dick’s not only donated funds, but also leveraged its marketing team, producing both commercials and a feature-length documentary called “We Could Be Kings.”
- Talk about Nike example – emphasize powerful content and video
- …And some of the not-so-good examples
- Not doing your research: alcoholic beverage company Diageo, which owns brands Johnnie Walker, Smirnoff, Tanqueray and Guinness, among many others, donated 34,560 bottles of water – “enough to fill a semi-truck”, as the company proudly proclaimed in a press release about the donation – to the residents of Tulare County, one of the areas hardest hit by California’s drought. A month earlier, an investigative piece in Mother Jones magazine had revealed that most bottled water in the United States comes from drought-ridden California, where Arrowhead and Crystal Geyser are soaking up groundwater, and Aquafina and Dasani are filtering and bottling municipal tap water.
- Let’s Talk About Race – good intentions, culturally tone deaf ,
- Ill-conceived partnerships KFC pink bucket while the endeavor guarantees to bring big money to the cause, this unlikely partnership is rustling more than a few feathers in the breast cancer community -- eating fatty foods, argue some detractors, increases the risk of breast cancer.