why sustainable brands need to embrace facebook
DESCRIPTION
The Big Brand Report looked at 195 brands owned by 15 of the world's biggest Fast Moving Consumer Goods companies to see how they communicate sustainability and CSR to the public. The report focused on the Facebook marketing of the 195 brands. What it found is sobering for anyone promoting sustainability to consumer. This presentation was first delivered at the Sustainable Brands conference in London.TRANSCRIPT
THE BIG BRANDS REPORThttp://sustainly.com/content/big-brand-report
November 4 2014
ISSUES RISKS
INNOVATIONSTORYTELLING
ABOUT SUSTAINLY
WHAT IF 15 COMPANIES COULD CHANGE THE WORLD?
HOW WOULD THEY COMMUNICATE IT?
THEY ALREADY TALK A CORPORATE GOOD GAME
@sustainly
@sustainly
BUT THESE GUYS DON’T VISIT YOUR CORPORATE SITE
TOO BUSY SHOPPING!
@sustainly
COMPANIES GET CONSUMER BEHAVIOUR CHANGE
BUT OFTEN IT FEELS LIKE A HAIL MARY
@sustainly
SO HOW TO REACH THAT HOLY GRAIL?
@sustainly
SO WE DECIDED TO RESEARCH
WE LOOKED AT
JUST 40% COMMUNICATE SUSTAINABILITY
EVEN THEN - FOUR BRANDS MAKE UP 50% OF THAT TOTAL
A BIG CHUNK OF CONVERSATION
BATTLE OF THE BRANDS
0
35
70
105
140
175
ABF Coca-Cola Diageo J&J Mars Nestle P&G
Using FB Not Using FB
@sustainly
WHAT WE HAVE IS A FAILURE TO COMMUNICATE
SO WHAT’S THE G0OD NEWS?
WHAT THE 74 DO TALK ABOUT
2 4 6 8 10
MCDONALD’S OUR FOOD: YOUR QUESTIONS
HATERS BUT ALSO LOVERS
COCA-COLA HAPPINESS
DOVE’S SELF ESTEEM ENGAGEMENT
SO HOW WILL YOU CONVINCE CONSUMERS?
Health
ChildrenHome
FoodNeighbors
Parents
Sunshine
Rainsafety
security
fun
laughing
petswildlife
WHAT WILL YOU TALK ABOUT?
harvestliving dying
NOT PERSONAL. JUST GOOD BUSINESS
