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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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What's Good for the World Is Good for Business, Research Proves It

What's Good for the World Is Good for Business, Research Proves It | Public Relations & Social Media Insight | Scoop.it

So when new research is published that explains how business can actually improve profits by thinking about the world at large, it's exciting to read and it needs to be shared.


The 2015 Cone Communications/Ebiquity Global CSR Study reveals that consumers care more about the world than ever before, and they spend their money with companies that share that belief. Here are just a few important takeaways:


Consumers Know More, Research More, and Make More Informed


Decisions That Put the World FirstCone calls today's consumers "empowered." Meaning that they read more reviews, talk to their social networks, and do more research about products, and the companies behind them. And if they don't like what they see, the go elsewhere....

Jeff Domansky's insight:

When it comes to the environment and social issues, the word "business" usually has a bad reputation, but it's not always deserved.

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Noble Edge Effect- Products of Caring Companies Seen as Superior

Noble Edge Effect- Products of Caring Companies Seen as Superior | Public Relations & Social Media Insight | Scoop.it

Products of caring companies are seen as superior


New research just released shows that corporate social goodwill can elevate a company’s profits by improving consumers’ perceptions of its products, but only when it’s seen as genuine.[Chernev, Alexander and Sean Blair (2015), “Doing Well by Doing Good: The Benevolent Halo of Social Goodwill” Journal of Consumer Research Summary]


New research shows that social goodwill increases the perceived quality of your products


Your products will only be perceived as better when your Social Responsibility Policies are motivated by an authentic values-led strategy, rather than thinly-veiled self-interest and hopeful publicity...

Jeff Domansky's insight:

This research should encourage nonprofits & motivate caring companies to benefit from the "noble edge effect."

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The good, the generous and the galvanic: Marketing with purpose

The good, the generous and the galvanic: Marketing with purpose | Public Relations & Social Media Insight | Scoop.it

The Marketing Society defines marketing’s primary role as follows: “To create sustainable growth by understanding, anticipating and satisfying customer need”.


We invest serious resources to probe, sense and respond to customer needs, yet we disregard the fact that well-being is just as much a consumer need. Not addressing it could potentially drive down demand.


Well-being goes beyond the individual to the community and all the way to the planet that we inhabit.If we overlay this with the fact that concern for a consumer’s well-being is one manifestation of corporate social responsibility (CSR), it becomes apparent that marketers have a reason to be actively engaged in CSR...

Jeff Domansky's insight:

Is marketing with purpose suddenly in vogue? It's conceivable that it may even deliver a higher ROI for companies.

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It Pays To Be Green: Corporate Social Responsibility Meets the Bottom Line

It Pays To Be Green: Corporate Social Responsibility Meets the Bottom Line | Public Relations & Social Media Insight | Scoop.it

More than half (55%) of global respondents in the survey said they are willing to pay extra for products and services from companies that are committed to positive social and environmental impact—an increase from 50 percent in 2012 and 45 percent in 2011. Regionally, respondents in Asia-Pacific (64%), Latin America (63%) and Middle East/Africa (63%) exceed the global average and have increased 9, 13 and 10 percentage points, respectively, since 2011.


While a willingness to pay extra for sustainable products is comparatively lower in North America (42%) and Europe (40%), both regions show an increase in purchasing sentiment from 2011, rising 7 and 8 percentage points, respectively....

Jeff Domansky's insight:

Customer social responsibility gains ground globally as consumers indicate willingness to pay more for sustainability according to Nielsen research .

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6 brands that employed transparency in marketing—and won

6 brands that employed transparency in marketing—and won | Public Relations & Social Media Insight | Scoop.it

Transparency can look different depending on the audience and the context. Find out which brands exemplify what it means to be transparent today.


Openness has never been more important in marketing and in business. Being transparent begins with knowing your customers—it requires having a relationship with your community of customers and engaging in ongoing dialogue, and many brands are increasingly turning to an online insight community to enable this type of deep engagement and learning.


As the examples below show, transparency can look different depending on the audience and the context. Here are 5 brands that provide examples of what it means to be transparent today....

Jeff Domansky's insight:

Great look at five companies enjoying the business benefits of transparency.

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Reach Millennials Through Storytelling for Good

Reach Millennials Through Storytelling for Good | Public Relations & Social Media Insight | Scoop.it

To be successful in reaching Millennials, businesses need to give themselves the freedom to re-think their entire marketing strategy. To achieve their business objectives businesses need to communicate effectively with the values of consumers. Brands that are becoming more socially conscious today will positively affect their bottom-line, their communities, and the world of tomorrow.


In a telephone interview with David Burstein, author of "Fast Future: How the Millennial Generation is Shaping Our World," he said Millennials are highly connected to and are extremely conscious of their values. They "see the world from a values perspective," he continued, "Reaching Millennials requires a real investment [from brands and organizations] in social responsibility."...

Jeff Domansky's insight:

If Millennials are part of your target market, you'll find some valuable insight and strategies here.

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Jenifer Rettler's curator insight, July 25, 2013 4:45 PM

Storytelling and understanding the values of the Millenial Generation will also be important in the future of Training and Education as well as in Marketing.

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What's A Company Like You Doing In A [Social] Place Like This? | Forbes

What's A Company Like You Doing In A [Social] Place Like This? | Forbes | Public Relations & Social Media Insight | Scoop.it

Do you have a team listening to what is being said about your company on Facebook, Twitter, LinkedIn and discussion forums?...

 

It’s very likely a company will engage in the customer service scenario described above, according to the third edition of the Social Customer Engagement Index, a study conducted by Social Media Today and sponsored by SAP. Chances are growing that customers will use a channel other than a phone call or in-person and instead opt for a social media channel for service, whether Twitter, an online forum, a Web site or a social networking site such as Facebook. SocialCRM thought leader Paul Greenberg of the 56 Group, who wrote the foreword to this study report, describes “a company like me,” as how consumers engage with companies through commonalities – such as social engagement channels.

 

Key Findings

Adoption of social media as a channel for serving and engaging with customers is accelerating, and it looks like there’s no turning back. Over a third of respondents (34%) said their company has gathered two-plus years of experience using social media tools for customer service, compared with 20.3% in 2011. Even more dramatic is the increase in the percentage of customer inquiries being addressed over social channels. The number of companies handling greater than 25% of customer service inquiries via social media doubled this year, growing to 18% from 9% last year. The number of companies handling fewer than 5% of customer inquiries over social channels decreased to 41%, down from 56%....

 

[if you're not serving your customers and engaging with themthrough social media, your competitors soon will be according to the research ~ Jeff]

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Crane and Matten blog: GE, IBM and Ford still top performers in sustainability communications using social media

Crane and Matten blog: GE, IBM and Ford still top performers in sustainability communications using social media | Public Relations & Social Media Insight | Scoop.it

We're pleased to feature a guest blog today from Matthew Yeomans, a leading expert on social media in the area of sustainability and CSR. We asked him to tell us a little more about the Social Media Sustainability Index, an impressive report that he recently authored on the state of social media sustainability communication among major international companies. Read what he has to say, and then download the free report in full over at the SMI website. It's full of practical tips on how to communicate effectively about sustainability using social media - and of course there's a top 100 list to pore over at your leisure....

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Why CSR's Future Matters to Your Company | Harvard Business Review

Why CSR's Future Matters to Your Company | Harvard Business Review | Public Relations & Social Media Insight | Scoop.it
More and more, companies are building long-term commitments to corporate social responsibility.

 

In 2012 the rise in consumer activism and mobility, the Occupy movement, 24-hour accountability (thanks to social media), and global resource depletion will force every enterprise, large and small, to make CSR a focal point. Four particular areas stand out among many....

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10 things a sustainability website should show | Part 1 - Corporate Eye

10 things a sustainability website should show | Part 1 - Corporate Eye | Public Relations & Social Media Insight | Scoop.it
Corporate sustainability pages should explain relationship with business model, culture, supply chain, customers and other stakeholders.

 

...NSB recently produced a neat four page document entitled “10 things new sustainability managers need to know“. With a little bit of massage this can easily be morphed into “10 things a sustainability website should show”. After all, and in the interests of transparency, if a sustainability manager knows these things then surely the company should communicate them?...

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Cause Marketing: What’s in it for Them?

Cause Marketing: What’s in it for Them? | Public Relations & Social Media Insight | Scoop.it

What’s in it for them?” is, perhaps, the most important question that you can ask yourself before you enter into cause-related business (or any business, for that matter). So often, marketers know a ridiculous amount about their product, their points of differentiation, their mission or even their cause, yet when asked about their customer, they run out of things to say rather quickly.


The secret to fostering engagement with your customers lies in knowing what they are really buying from you. If you want your business to do good, it better be the kind of good that people care about. People save the cute and cuddly animals first. Baby fur seals and koalas are far easier to rescue than the blowfish. This is not to diminish the importance of any cause, but if we fail to be honest about the way that consumers buy and buy in, then we fail to understand the nature of “good” in business....

Jeff Domansky's insight:

Key CSR question for cause marketers: "What's in it for them"

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Mike Allen's curator insight, May 14, 8:05 AM

What payoff exists for volunteers or donation contacts?

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Twenty-Somethings Want Brands To Support Their Causes

Twenty-Somethings Want Brands To Support Their Causes | Public Relations & Social Media Insight | Scoop.it

Pinpoint Market Research  reports that “twenty-somethings” want something more from brands than just a product or service; they want social, political and community action. The market research company surveyed 1,650 men and women aged twenty to twenty-nine in the U.S. about social issues and brand engagement.


What They Want From Brands And The Social Issues That Matter To Them:

- Seventy-nine percent choose or boycott companies based on the brand’s allegiance to social issues

- Eighty-eight percent want to see brands “effecting real change” in the communit

- The issues they most care about: online privacy (31%); America’s debt/deficit (22%); climate change (20%); GLBT rights (15%); net neutrality (7%); police brutality/excessive force (5%)...

Jeff Domansky's insight:

Study shows US consumers age 20-29 want brands involved in the social, political & economic issues they care about.

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2015 will be the year brands take a public stand on social issues

2015 will be the year brands take a public stand on social issues | Public Relations & Social Media Insight | Scoop.it

Pro-social brands are the next step for companies looking to morally engage with consumers. Driven by marketers who are moving beyond claims of sustainability and into strong stands on relevant social issues, this trend picked up momentum in 2014. It will be positively explosive in 2015.


So what’s the difference between sustainable and pro-social brands?A traditional sustainable brand expects that customers will laud and applaud it for its charitable giving and its actions on key environmental issues. It’s the classic, safe, (usually) apolitical “vote with your dollars” approach: sustainable brands tell stories that cast them in the role of hero and expect audiences to simply play the role of starry-eyed hero-worshipper....

Jeff Domansky's insight:

Trend or whimsy? Instead of just touting their own sustainability, this year brands will focus on gender equality, racial justice, climate change and more.

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Rosemary Burnett's curator insight, January 2, 9:12 PM

Pro-social brands the new trend in 2015?  What do you think? RB.

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Australians are now more likely to favour ethical brands than in the past

Australians are now more likely to favour ethical brands than in the past | Public Relations & Social Media Insight | Scoop.it

Australians are increasingly favouring ethical brands, with more than three quarters of respondents to a Havas PR study showing some conscientious consumption. In the past, almost three fifths of respondents reported failing to act conscientiously.

Jeff Domansky's insight:

Here's a trend marketers need to pay close attention to as it spreads and deepens around the globe.

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Why Purpose-Driven Social Brands Will Win Marketing 3.0

Why Purpose-Driven Social Brands Will Win Marketing 3.0 | Public Relations & Social Media Insight | Scoop.it

In a consumer-driven economy, the good a company does is increasingly becoming its defining competitive advantage. While CSR, cause marketing and sustainability might have seemed like nice-to-dos just a few years ago, articulating your brand's core values is now critical in terms of the reputational, employee productivity, and bottom line impact to your company.


As Rich Fernandez, Director of Executive Development at Google, said recently at Sustainable Brands '13, If a company's product is not improving lives, it's diminishing them." In the face of rising consumer activism, Marketing 3.0 will be won by those who become purpose-driven social brands. To do so, the CMO, CSO, CSR, and Foundation leads must align to bring a cohesive brand story to life that clearly defines the company's "social license to operate....

Jeff Domansky's insight:

The importance of lining up your brand story with CSR for a competitive advantage.

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Citizen Renaissance

Citizen Renaissance | Public Relations & Social Media Insight | Scoop.it
Three years ago, Citizen Renaissance was published as a reaction to three seismic shifts in society - the rise of digital democracy, falling global wellbeing and an imminent environmental crisis.

 

The footballing cliché runs that teams must score when they are dominating the game. PR consultancies often manage early possession, but then struggle to find the back of the net.

 

It happened with CSR and with social and now with content, too – a failure to convert early-mover advantage into sustained leadership. We let others steal our clothes and then bemoan their encroachment on “our” space.

For a profession that prides itself on the quality of its strategic advice, it is perverse that we so consistently forget to take our own. This is partly a failure of visionary leadership; partly the lack of a rigorously defined point of view about our very purpose; but mostly a question of economics and business models.

 

With the exception of the big, consultancy networks, PR rarely achieves scale. And, where the holding company groups do deliver scale, so some of the choicest bits are invariably siphoned off to the media houses and ad guys. Why? Because they make a better case for the economics and are able to enumerate their arguments on a factual base. This is exactly what is now happening with content and data. PR is increasingly banished to the fringes....

Jeff Domansky's insight:

A pessimistic point of view on PR that may apply to some but the agile PR agencies and PR pros prove otherwise.

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14 Excellent CSR Resources – Public Relations with a conscience

14 Excellent CSR Resources – Public Relations with a conscience | Public Relations & Social Media Insight | Scoop.it

Working in Corporate Social Responsibility (CSR) is something I find difficult but gratifying. The field of CSR is tumultuous but, as in most fields these days, fellow CSR strategists collaborate via social media to discuss the good, the bad, and everything in between. Over the years, I’ve found some amazing companies and innovators that I have found to be great resources within CSR. (In no particular order)...

 

[CSR and PR strategists take note - JD]

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Carol Sherriff's curator insight, September 8, 2013 3:05 PM

Good resources, mainly catering for larger businesses but worth a look

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Should Marketers Strive To Make A Difference? | Fast Company

Should Marketers Strive To Make A Difference? | Fast Company | Public Relations & Social Media Insight | Scoop.it
"Do you do good at work, or is doing good something you do outside your job?" That, to paraphrase, was the question that sat before some fellow marketers/corporate communicators and me at a gathering some time back.

 

...I was shocked to hear a good number of people in the room express the opinion that the field of marketing was not about doing good nor bad; instead, it was about having a skill (effective communications and persuasion) that could be employed for any cause indiscriminately....

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In addition to CSR, what about “PSR?”

...Mashable, an online news source on web culture, social media and technology, recently posted an article about a personal version of CSR. In the article, they discuss “PSR” and argue that commitments to sustainability are not just for brands anymore. The author poses an intriguing question about whether the same sustainability lens that’s been held to companies will soon be held up to the individual … and if it should be.

 

Imagine if you were defined by a score, or evaluated on a scale for what you did or didn’t do for your community or for the broader environment. As a society, we are often quick to cast judgments about others (whether they are spoken or unspoken) on their philanthropic or altruistic actions. We naturally want to surround ourselves with those who we admire and who motivate us to become better ourselves. So, is PSR just a natural extension of this? Especially given the dominance of social media and the seemingly never ending desire to broadcast ones every move?...

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CSR Pays for Itself: Here's the Evidence - Forbes

CSR Pays for Itself: Here's the Evidence - Forbes | Public Relations & Social Media Insight | Scoop.it

"...a big question for companies is to what extent CSR - specifically behavior that affects the environment - actually alters shareholder value. Is it better to pursue a single bottom line, or do shareholders benefit more when a company supports the “triple bottom line” that includes people, the planet, and profits?..."

 

Worth reading!

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