Post on 15-Jun-2015
TECHNOLOGY AND THE SPREADING OF A TRANSPARENCY CULTURE
AGENDAShare briefly our history, growth and
perspective
Set the stage for discussion about the connection between technology, human awareness and transparency for today’s brands.
SOME IMPACTS TO ADDRESSTransparency 2.0: How does sharing
information with stakeholders increase the thrust in the organization?
How do companies deal with the speed in which consumers express their opinion on the web?
Is social media being correctly used by companies?
HISTORY
SLM launched in 2004 to help companies understand and leverage the changing context within which business will operate in the 21st Century.
.
MISSIONTo change the world through better brands.
POSITION
We are the bridge to better brands.
TODAYSustainable Life Media serves an influential community of over 40,000 sustainable business leaders via our events, newsletters, and website. Our flagship brand, The Sustainable Brands Conference, attracts drivers of innovation from the world’s best loved and most progressive brands. Some of the businesses we serve include:
OURWe serve optimistic, passionate and courageous leaders who are pushing the envelope to create better brands and businesses. Whether business or sustainability executive, brand, PR, or marketing communications strategist or product design/innovation expert, our audience is:
• Visionary• Creative• Proactive• Strategic• Influential• Collaborative
AUDIENCE
1234
Focused on opportunity and solutions rather than obstacles and criticism
Informed about what is, while presenting a sense of what could be
A catalyst and connector emphasizing mutual respect, inviting intelligent discourse and celebrating progress wherever it is found
Authentic, inclusive, transparent, resilient, adaptive and honest versus perfect
OURVOICE
“What if the crisis of 2008 represents something much more fundamental than a deep recession? What if it's telling us that the whole growth model we created over the last 50 years is simply economically and ecologically unsustainable?”
Thomas Freidman, author Lexus & the Olive Tree, Hot, Flat & Crowded, The World is Flat
NOT A TREND, A SHIFT
TECHNOLOGY EMPOWEREDGENERATION
The Facebook generation is
not fighting the establishment.
They own it!
.
TODAY’S BRAND BATTLE “Money is not the only
scarcity in the world. Chief among others are your time, and respect. FREE shifts the economy from one that can only be quantified in dollars, to a more realistic accounting of all the things we truly value today…”
Chris Anderson
CONSUMERS WANT TO GO GREEN
17Plan to spend the same Plan to spend more
OVER 70% OF CONSUMERS IN CHINA, INDIA AND BRAZIL PLAN TO SPEND MORE ON GREEN
PRODUCTS NEXT YEAR
BUT IT’S IS NOT JUST ABOUT GREEN
87% -- Feeling connected, having a sense of wellbeing85% -- How employees are treated at companies73% -- A sense of higher purpose69% -- Knowing workers who make products I buy are treated fairly64% -- Supporting local business63% -- Concern about pollution62% -- Search for spiritual vs. material contentment58% -- Supporting local community54% -- Responding to climate change46% -- Buying eco-friendly products28% -- Products that are Organic
CI Shift
CONSUM0RS’ 4 PILLARS OF SUSTAINABILITY
CI Shift Logo
Sustainability
Personal
Spiritual
Social
Environmental
. STYMIED BY LACK OF CONFIDENCE
June, 2009 July 2010
Military 82% 76% Small business 67% 66%
Police 59% 59%
Organized religion 52% 48 %
Medical system 36% 40%
U.S. Supreme Court 39% 36%The presidency 51%
36%Public schools 38%
34%Newspapers 25% 25%Banks 22
% 23%TV news 23%
22%Organized labor 19% 20%Big business 16%
19%HMOs 18%
19%Congress 17%
11%
Source: Gallup Poll, August 2010
78% trust consumer recommendations over advertising
Social media is 3X more credible
65% of people trust friends, 27% trust experts for product recommendations
120 million social media profiles - each person averaging 2-3 networks
The Rise of Social Media
(Sources: Nielsen Ratings, WOMMA, Yankelovich and Rapleaf Study)
Facilitate sharing
Listen
Create conversation
Empower
Using online resources to:
What is Social Media?
Social Media vs. PR
Both work to establish relationships
PR establishes third party credibility
Social media eliminates third party,
creates peer-to-peer interaction
Two-way communication
It is trustworthy, allows people to participate in the campaign
and brand, and allows you to listen & understand your
audience. Restores Connection!
WHY SOCIAL MEDIA?
LUXURY OR NECESSITY?
• “Social Media has created a permanent shift in the way the world works” – Forrester
• If your business depends on a positive reputation then you have little choice than to explicitly manage that reputation online – Gartner
Listen, Listen, Listen!
Let go of your message
Authenticity & Transparency
are key
Only occupy the space where
you feel most comfortable
Remember it’s about people, not technology
Best Practices
SUSTAINABLE BRANDS CAN PLAY A LEADING ROLE IN MEETING THEUNIQUE NEEDS OF TODAY
“If your brand creates or underwrites a valuable conversation, you are accruing value to your brand, and more valuable brands, be they soap, computer chips, or charge cards, are brands folks will buy…”
– John Battell
HOW CAN BRANDS HELP US RESTORE OUR HUMANITY?
“The only option is a change in the sphere of the spirit, in the sphere of human conscience. It’s not enough to invent new machines, new regulations, new institutions. We must develop a new understanding of the true purpose of our existence on this Earth. Only by making such a fundamental shift will we be able to create new models of behavior and a new set of values for the planet”. Vaclav Havel
RESOURCES• http://www.sustainablelifemedia.com
/Newsletters/Insights/Digital-Learning/Events
• http://www.cohnwolfe.com/en/white-papers/green-brands-survey-2010
SOME IMPACTS TO ADDRESSTransparency 2.0: How does sharing
information with stakeholders increase the thrust in the organization?
How do companies deal with the speed in which consumers express their opinion on the web?
Is social media being correctly used by companies?
Q&A