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Responsible Social Business

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"Why Socially Conscious Companies See Better Results in Social Media"

Presentation given at SoCon 2011 (2/5/2011).

Makes the connection between how conscious business can make stronger connections with their audience via social media.

Publié dans : Business
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Responsible Social Business

  1. 1. "Why Socially Conscious Corporations See Better Results With Social Media" Sean Wood Founder / CEO, Freeworld Media
  2. 2. About Freeworld Media Digital Strategy for Social Business Specialize in… Atlanta-Based Digital Media Company started in 2004… dedicated to helping brands connect with their audience.
  3. 4. 1. Social Technology A range of software systems that allow users to interact and share data for social purposes. Social Media utilities like Facebook, Twitter, Blogs
  4. 5. 2. Social Business Social technology is used to improve business partnerships, employee engagement and customer participation. Enterprise 2.0, Collaborative Workflow
  5. 6. 3. Social Change Social Media has empowered the voice of the people to become louder. U.S. Elections, Unrest in Tunisia, Egyptian Revolution
  6. 7. A Whole New World “ Business as usual” isn’t working anymore.
  7. 8. Everything is Connected
  8. 9. What Matters
  9. 10. “ A business that makes nothing but money is a poor business.” - Henry Ford
  10. 11. Purpose <ul><li>Business can create a deeper purpose beyond maximizing profits and shareholder value </li></ul><ul><li>Business can’t survive without a profit but that’s not why it exists </li></ul><ul><li>Discover or create a deeper purpose </li></ul>
  11. 12. Trust & Attention What matters in Social Media…
  12. 13. Conscious Corporations <ul><li>Have Respect for Consumers’ Power </li></ul><ul><li>Create People-centric Culture </li></ul><ul><li>Have a Purpose Beyond Profit </li></ul><ul><li>Take a Sustainable Approach to Business. </li></ul>
  13. 14. New Consumer Behavior 85% of consumers have a more positive image of a product or company when it supports a cause they care about 90% of consumers want companies to tell them the ways they are supporting causes. That means 278 million people in the U.S. want to know what a company is doing to benefit a cause
  14. 15. Conscious Consumers Moms Buy more cause-related products than any other demographic 95% find cause marketing acceptable 92% want to buy a product supporting a cause 93% more likely to switch brands Millennials (18-24 years old) 94% percent find cause marketing acceptable 53% have bought a product benefiting a cause this year 87% influenced where to work by a company’s support of social or environmental issues
  15. 16. People-Centric Culture <ul><li>Employee Loyalty </li></ul><ul><li>69% of Americans consider a company’s social and environmental commitments when deciding where to work. </li></ul><ul><li>93% say they are proud of their company’s values </li></ul><ul><li>92% say they feel a strong sense of loyalty to their company </li></ul><ul><li>Brand Ambassadors </li></ul><ul><li>Employees are the front-line ambassadors for the company’s brand. </li></ul><ul><li>79% of consumers say a knowledgeable employee may drive their purchases or donations. </li></ul>
  16. 19. “ 100% of customers are people. 100% of employees are people. If you don't understand people, you don't understand business” @SimonSinek 5:17 AM Jan 25th via Twitter
  17. 20. Creative Commons image attribution: Unloveablesteve http://www.flickr.com/photos/unloveable/2396019222/ Scrunchleface http://www.flickr.com/photos/theta444/313403792/ Jukka Vuokko http://www.flickr.com/photos/jvuokko/4566270758/sizes/o/in/photostream/ Other References: Edelman Trust Barometer 2010 “ Good for Business, The Rise of The Conscious Corporation” Euro RSCG Cone Inc, Cause Evolution Study 2010