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Susan McPherson - Advertising & Social Good

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Susan McPherson - Advertising & Social Good

  1. 1. INBOUND15 ADVERTISING AND SOCIAL GOOD A perfect marriage or a recipe for disaster? Susan McPherson CEO, McPherson Strategies, @susanmcp1
  2. 2. 1. How it used to be 2. CSR today 3. A perfect marriage 4. A recipe for disaster 5. The do’s and don’t’s
  3. 3. INBOUND15 How it used to be
  4. 4. INBOUND15 Big checks For many companies, corporate responsibility was synonymous with traditional philanthropy. Write a big check to a community organization, and poof!, you’ve done your due diligence.
  5. 5. INBOUND15 A PR response Many companies saw corporate responsibility as something reactive. Protesters gathering outside your office? Time to make a statement.
  6. 6. INBOUND15 An organizational silo The CSR or social good department (if there was even a department) operated on its own, separate from the rest of the company.
  7. 7. INBOUND15 An afterthought CSR wasn’t something on the agenda for the C- suite, unless it had to be for reputation reasons.
  8. 8. INBOUND15 2 CSR today
  9. 9. INBOUND15 Today, “social good” has gone from being an extracurricular activity to a core aspect of business strategy. Increasingly, we’re seeing CSR baked within an organization and the responsibility team integrated with all other departments, including marketing. So, why did this happen? My, how things have changed.
  10. 10. INBOUND15 Social media With social media came an increased demand for transparency and authenticity from companies.
  11. 11. INBOUND15 Consumer demand More than ever, customers choose to buy from companies with purpose. The business case for CSR is clear. 55percent of global online consumers will pay more for products from companies that are committed to social and environmental impact (Nielsen).
  12. 12. INBOUND15 Attracting talent Millennials want jobs with purpose. To attract the best, companies need to be serious about their commitment to social good. (insert stat images)
  13. 13. INBOUND15 Cultural evolution Between the local food movement and exploding support for the LGBTQ community, our culture has grown increasingly conscious and responsible.
  14. 14. INBOUND15 These factors have transformed the relationship between businesses and social good.
  15. 15. INBOUND15 • CEOs speaking out proactively on human rights issues. • Inbound content focused on the social issues that touch a company’s business. • Customer and employee engagement campaigns around social issues and volunteerism. • Commercials focused on the company’s commitment to responsibility. • Social media engagement around social advocacy. • An increase in social good-focused storytelling for brands across industries. Today, we’re seeing deep integration between marketing and CSR.
  16. 16. INBOUND15 3 A perfect marriage
  17. 17. INBOUND15 Girl Rising
  18. 18. INBOUND15 We Can Be Heroes
  19. 19. INBOUND15 #Sportsmatter
  20. 20. INBOUND15 The Girl Effect
  21. 21. INBOUND15 4 A recipe for disaster
  22. 22. INBOUND15 Diageo’s water bottles
  23. 23. INBOUND15 Starbucks’ conversation starter
  24. 24. INBOUND15 KFC Pink Bucket
  25. 25. INBOUND15 5 Do’s and Don’ts
  26. 26. INBOUND15 • Oversimplifying complex issues • Skimping on research • PR as primary goal • Not vetting partners • One-off thinking • Staying silent • Failing to measure The don’ts
  27. 27. INBOUND15 • Authenticity • Tell stories • Understanding the why • Supplement stories with data • Engage employees and customers • Thoughtful partnerships • Connection to business • Sharing success The do’s
  28. 28. INBOUND15