Social Brands: CSR Evolves To Become Civic Marketing
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CSR EVOLVES 1 #8 SIMON KEMP • we are social • AUGUST 2013 CIVIC ENGAGEMENT TO BECOME
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13-Sep-2014 -
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In this eighth and final installment of our Social Brands & The Future Of Marketing series, we look at how marketers can use activities that give back to their communities to build enduring value for their brands and for society. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet us via @wearesocialsg, or email us at [email protected]
Transcript of Social Brands: CSR Evolves To Become Civic Marketing
CSR EVOLVES �1 �
#8 �
SIMON KEMP • we are social • AUGUST 2013 �
CIVIC ENGAGEMENT�TO BECOME �
2 �
TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS �TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE �
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CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,�NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE �
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VS�
RETHINKING THE CONCEPT OF BRAND VALUE �
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Activities focused solely on maximising
short-term profits
Activities designed to maximise returns for
employees and partners
SHAREHOLDER � STAKEHOLDER �Activities designed to contribute to the greater good of all
SOCIETAL �
VS�VS� VS�VS�
INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM �
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VS�
TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT A CORE PART OF THEIR OVERALL OFFERING �
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THE RETURN OF THE GOOD SAMARITAN
Corporate philanthropy is not new, but its popularity faded in the age of mass marketing.
However, as society becomes less tolerant of corporate greed, civic-minded brands will
return to the fore as marketers rediscover the enduring value of doing ‘good business’.
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DIGGING �
DEEPER �
TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY �
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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�
WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �
EMAIL US AT [email protected].�
FIND OUT MORE AT WEARESOCIAL.SG.�
