[global hr forum 2011] creation of a new corporate competiveness: social marketing and utilizing...
DESCRIPTION
"Social Marketing," is the process by which marketing principles and techniques are applied to communicate the value of social issues such as safety, health, and the environment to the public. Today, social marketing is no longer a matter of preference, and is now a necessity for businesses. The renowned marketing guru, professor Philip Kotler emphasizes that companies should not restrict their social marketing to charitable activities, but rather integrate social marketing into the strategic level of a business and use it enhance competitive advantage. Businesses can benefit from social marketing in a remarkable number of ways. Social marketing helps improve public image, strengthen brand positioning, increase customer loyalty in target markets, aids the hire of talent, and facilitates investments. Thus, we will discuss specific cases and points that cover how companies can work together with governments, NGOs, and local organizations on social marketing to engage in activities that socially responsible yet business savvy.TRANSCRIPT
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@BobPickard | Burson-Marsteller
Social responsibility >
Social marketing > Social media
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SOCIAL RESPONSIBILITY
Understanding Expectations Intelligence
Two Way Communication
Transparency Social License
Trust
SUSTAINABILITY
Resource Constraints
Strategic Lens
Efficiencies
Operational Excellence Competitiveness
Technical Innovation
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Social marketing
3
Do not smoke!
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Social marketing
4
Wear seatbelts!
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Merger of social & brand marketing
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Corporate
Responsibility
Global
Responsibility
Soul
Sustainability
Corporate
Responsibility and
Sustainability
Responsibility
Sustainable
Value
Sustainable
Development
Corporate Social
Responsibility:
Making a
Difference
Citizenship
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Our people believe passionately that what we do makes
a difference for customers and our society as a whole.
Generic messages don’t work
We are committed to being a great place to work,
a thoughtful steward of the environment and a caring citizen
in the communities where we live and work. We are in the communities where we live and work. We are
passionate about sustainably connecting people and places
and improving the quality of life around the world.
To us, CSR means taking steps to improve the
quality of life for our employees and their families as
well as for the community and society at large.
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“Socially
responsible
corporations
conduct their
“Socially
responsible
?conduct their
operations in line
with international
guidelines on
sustainability.”
responsible
corporations
pay back into
society.”
?
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Forces of Change
DigitizationGlobalization Empowerment
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Digitization
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Storytelling through infographics
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The death of deference
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PR professionalism of NGOs
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Speed commands the news cycle
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Everything that famously goes wrong
is now called a ‘PR disaster’
• the BP oil spill
• the Toyota recall
• the Tiger Woods spectacle
• the Wenzhou train wreck• the Wenzhou train wreck
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79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS –
HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACEQ29-37: How likely do you think it is that your company will experience any of the
following potential crisis in the next 6-12 months?
(Top 2 Very + Somewhat likely to experience this type of crisis)
Global
Controversial company developments 50%
Online or digital security failure 47%
Logistic difficulties 47%21%
© B U R S ON -MA R S T E LLE R , LLC | © P E N N , S C H OE N & B E R LA N D A S S OC IA T E S
Logistic difficulties 47%
Intense regulatory scrutiny of your product or company 45%
Critical or negative new media campaigns 43%
Danger to product safety 42%
Technical accidents 40%
Intense political scrutiny of your product or company 40%
Criminal actions 33%
79%
Likely to experience a potential crisis
Not likely to experience a potential crisis
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HALF OF COMPANIES DO NOT FEEL CONFIDENT
HANDLING NEW MEDIA DURING A CRISIS
Q134/135: Which of the following statements is closer to your view?
46%
Engaging and monitoring
social media channels
Understanding who online stakeholders are
and how to engage with them
© B U R S ON -MA R S T E LLE R , LLC | © P E N N , S C H OE N & B E R LA N D A S S OC IA T E S
46% DO NOT
HAVE FULL EXPERTISE
54% DO HAVE
FULL EXPERTISE
50% DO NOT HAVE A GOOD GRASP
50% DO HAVE A GOOD GRASP
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Be prepared to apologize!
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Twice as many on social media this year
Asian MNCs going digital
60
80
100
Burson-Marsteller l Evidence-Based Communications
0
20
40
60
2010 2011
Asian
Western
Percentage of companies using a branded social media platform
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Korean MNCs lead the way
Burson-Marsteller l Evidence-Based Communications
Percentage of companies using a branded social media platform
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Use of digital for CSR
Burson-Marsteller l Evidence-Based Communications
Percentage of corporate marketing or communications posts to company social media
channels across Asia-Pacific during the period July 01-15, 2011
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Go peer-to-peer
WA
Y
M
ON
OLO
GU
E
“They must “They must
listen and I will listen and I will TWO-WAY DIALOGUE
ACTIVE
C O N V E R S A T I O N
The rise of peer-to-peer communications
ON
E-W
AY
M
ON
OLO
GU
E
“They can’t hear
me and I feel
insignificant”
listen and I will listen and I will
be heard”be heard”
PASSIVE CON-SUMERS
TWO-WAY DIALOGUE
PRO-SUMERS
C O
N T
R O
L
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People used to looked to the
government to solve big problems.
Then & Now
Now 90% of consumers and 85% of executives believe that
large corporations should play a broader role in society.*
The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and
PSB Corporate Social Responsibility Branding Survey, 2010
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debt crisis • food prices • climate change
energy supply • the digital divide
nuclear security • youth unemployment
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80 major global ‘threats’ identified
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• old systems and institutions
simply cannot cope with new
complexity and speed
• these challenges require the
Governments cannot do it alone
• these challenges require the
engagement of an entire
society of stakeholders
• the role of public relations is
therefore key
Klaus Schwab, World Public Relations Forum 2010
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Traditional Influencing Model
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Collaborate with stakeholders for success
today and sustainability tomorrow demands:
• Governments need to engage corporations,
NGOs and ordinary citizens in their work
• Corporations must show ‘micro-level’
The modern Relationship Imperative
• Corporations must show ‘micro-level’
accountability to all stakeholders
• “Public relations in the public interest” –
relationship brokerage to help bring about
economic recovery, political freedom,
technological advancement and social justice Source: Dan Tisch, Global Alliance for PR and Communications Management
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Real Engagement Cloud
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“…the past is over and it is the
future that beckons to us now.”
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“We choose to go to the moon”
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@BobPickard | Burson-Marsteller
Social responsibility >
Social marketing > Social media