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Demystifying Corporate Social                             ResponsibilityHow organizations can participate in the “New Norm...
Corporate Responsibility: The New Normfenton| Capabilities Overview
Three Key Trends                           Employee engagement                           Transparency and open            ...
Employee Engagementfenton| Capabilities Overview
Employee Engagement Model                                    Employees                Career                              ...
Volunteer Engagementfenton| Capabilities Overview
DISCOVERY CHANNEL’S DAY OF IMPACTfenton| Capabilities Overview
Transparency and Open Engagementfenton| Capabilities Overview
Open Engagement Best Practices•             Be Real – authentic/trust•             Be Passionate – long-term commitment•  ...
How We Connect Today: Key Principles                                                      Use multiple                    ...
Cause Marketing                                        Corporate                                         Benefits         ...
Cause Marketing History 1983 1984                      1990   1994   1997   2004   2006fenton| Capabilities Overview
Benefits to your organization     •              Increase awareness     •              Differentiation     •              ...
Cause Marketing Examplesfenton| Capabilities Overview
Case StudyWarner Bros.: We Can Be Heroesfenton| Capabilities Overview
A Few Final Thoughts        •             CSR is umbrella that encompasses                      each of these pillars and ...
Resources           Media                Organizations Influencersfenton| Capabilities Overview
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Demystifying Corporate Responsibility

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Keynote presented at the 2012 San Diego AMA Cause Marketing Conference on March 21.

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Demystifying Corporate Responsibility

  1. 1. Demystifying Corporate Social ResponsibilityHow organizations can participate in the “New Norm” Susan McPherson Senior Vice President FENTON @susanmcp1fenton| Capabilities Overview
  2. 2. Corporate Responsibility: The New Normfenton| Capabilities Overview
  3. 3. Three Key Trends Employee engagement Transparency and open engagement Cause marketingfenton| Capabilities Overview
  4. 4. Employee Engagementfenton| Capabilities Overview
  5. 5. Employee Engagement Model Employees Career Increased understand developmen productivity their role in t success Trust in Enhancedleadership org performance Culture of Employee Financial & Engagement Engagement OperationalTwo-Way Returns Greaterfeedback financial success Shared Retention of Volunteering decision- valued making employees fenton| Capabilities Overview
  6. 6. Volunteer Engagementfenton| Capabilities Overview
  7. 7. DISCOVERY CHANNEL’S DAY OF IMPACTfenton| Capabilities Overview
  8. 8. Transparency and Open Engagementfenton| Capabilities Overview
  9. 9. Open Engagement Best Practices• Be Real – authentic/trust• Be Passionate – long-term commitment• Be Realistic• Be Transparent• Be (and stay) Connected fenton| Capabilities Overview
  10. 10. How We Connect Today: Key Principles Use multiple Use a variety of content types to content channels promote your cause campaign Create an Create a clear effective two- call to action way dialoguefenton| Capabilities Overview
  11. 11. Cause Marketing Corporate Benefits Charitable Consumer Benefits Benefitsfenton| Capabilities Overview
  12. 12. Cause Marketing History 1983 1984 1990 1994 1997 2004 2006fenton| Capabilities Overview
  13. 13. Benefits to your organization • Increase awareness • Differentiation • Improvement PR and reputation • Increase in sales and market share • Strengthen customer retention • Help target and reach new markets • Increase volunteer opportunities • Boost morale and employee engagement • Increase ROI • Employee recruitment and retentionfenton| Capabilities Overview
  14. 14. Cause Marketing Examplesfenton| Capabilities Overview
  15. 15. Case StudyWarner Bros.: We Can Be Heroesfenton| Capabilities Overview
  16. 16. A Few Final Thoughts • CSR is umbrella that encompasses each of these pillars and more • Find out what your employees are passionate about & start there • Start small and grow incrementally • Securing partnerships is easier than you thinkfenton| Capabilities Overview
  17. 17. Resources Media Organizations Influencersfenton| Capabilities Overview
  18. 18. Thank you
  • NCRC

    Jun. 1, 2018

Keynote presented at the 2012 San Diego AMA Cause Marketing Conference on March 21.

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