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Daniel Benoni

The 7-Stage Evolution of a Socially Responsible Brand - 0 views

mashable.com/...csr-company-stages

corporate social responsibility stage 7 Documentation

shared by Daniel Benoni on 26 Apr 11 - No Cached
  • For decades, the decision to be an environmentally and socially responsible company has been based on the bottom line: Would it be profitable?
  • In terms of traditional accounting and the legal requirements of corporations, costs always outweighed benefits.But it now seems that this equation is starting to lean the other way as brands recognize the potential financial and reputational advantages they can gain by engaging with consumers around the shared ambition of building a better world.
  • We can see this already happening among some leading brands such as Pepsi, Google, Nike, Patagonia and Starbucks, who have all earned consumer respect for their involvement
  • ...12 more annotations...
  • ow did this come about? In large part, it is because the payoff for corporate engagement with customers has risen dramatically as a result of social media.
  • As the brand’s customers become loyal fans, they use their social networks to spread the word about that brand, driving even more new fans to join in. This dynamic may have its initial upfront costs, but it pays off in the end through an extended global audience of buyers and fans.
  • Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.
  • The Seven StagesThe process of becoming a brand leader in the next decades will be an evolutionary one involving at least seven stages.
  • Unsustainable corporate self-interest
  • Self-directed engagement
  • C-suite reflection
  • Consumer facing self-interest:
  • Self-directed reform:
  • Brand leader:
  • Brand visionary:
  • Indeed, if we consider the online reach of companies like Facebook and Twitter, the offline reach of companies like Proctor & Gamble, Unilever, Coca-Cola and Walmart, and the fervent consumer loyalty that companies like Apple, Nike and Patagonia inspire, it’s easy to imagine how a web- and social-savvy population could coerce these companies — and any others who want to follow their example — into becoming the leading global brand visionaries of the future.
  • Daniel Benoni on 26 Apr 11
     
    Describes exactly why Corporate Social Responsibility is the bomb right now. It's a "you better hop-in" bandwagon that most companies can't ignore now!
Daniel Benoni

Jason Pugatch: Corporate Philanthropy: The New Popularity Contest - 0 views

www.huffingtonpost.com/...ocial-networking_b_890753.html

philanthropy popularity contest corporate

shared by Daniel Benoni on 12 Jul 11 - No Cached
  • Corporations have, not surprisingly, turned their marketing lens to the social networks, and they're running their corporate giving programs like a race for prom king.
  • the neediest and most in need of charity -- are not always those with the loudest voice.
  • There's another advantage for Chase to hand out money this way: they're splashed all over your Facebook news feed as good-hearted bankers with whom you might just want to do business. But are these dollars solely devoted to helping charitable organizations, or are they just another way of advertising? A multi-billion dollar corporation shouldn't be allowed to write-off advertising as a charitable contribution.
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  • Too often, it's the popular kid, and not the most deserving one, who wins. This type of giving poses definite ethical questions. That corporate marketing divisions are using social responsibility as a way to boost the bottom line is the least of these. The aforementioned $200,000 is actually but a part of the $5 million Chase claims to have donated
  • Non Profits who serve them would rather write a grant and be evaluated by program officers (who hold expertise in specific giving areas) than waste time running in a popularity contest.
  • Those in charge of allotting corporate, shareholder dollars to charitable organizations have an ethical and fiduciary obligation to uphold best-practices when giving.
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