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A look at the Obama for America campaign and a selection of key takeways you can use to ramp up your CSR and Sustainability communications
Citation preview
Learning lessons from the Obama campaign:
How to ramp up your CSR & Sustainability
communications
SustainabilityConversationsBlog‐‐July2009
2008“Iftherewereeveragroundbreaking,forward‐lookingpushtochallengecommunications
conventions,thiswasit.”EleftheriaParpis,AdWeek
OBAMA’SCAMPAIGNSUCCESSFULLYBROKETHROUGH
ANDTHE‘CWORD(S)’OFCITIZENENGAGEMENT&BRANDCONVERSATION
HEMASTEREDTHEUSEOF360°COMMUNICATIONS
HOWTOAPPLYTHESEBESTPRACTICESTOYOURCSR&SUSTAINABILITYCAMPAIGNS?
HOWDIDHEGETTHERE?
ACHANGEINTURBULENTECONOMCTIMES
OBAMASYMBOLIZEDCHANGE1
HEREPRESENTEDAMUCHNEEDEDLEADERSHIP
HESHAREDHISSOLUTIONSFORARENEWEDAMERICA
WHATDOESITMEANTOYOURCSR&SUSTAINABILITYCAMPAIGNS
• Consumers or employees are underextremepressureandare lookingforhelpthroughthiscrisis
• Companies&brandsneedtodemonstrateleadership on issues that matters to theirkey audiences & that are tied to a socialpurpose (i.e. climate change, access tohealth, etc.) in order to show they cancontributetoabetterworld
Createavisionandtakeontoughissues,inaforthright,authenticway
ASKINGEVERYBODYTOWORKTOGETHERTOACHIEVECOMMONGOALS
OBAMAEMPOWEREDHISAUDIENCETOACTFORTHEGREATERGOOD
2
“Weknowthebattleaheadwillbelong,butalwaysrememberthatno
matterwhatobstaclesstandinourway,nothingcanwithstandthe
powerofmillionsofvoicescallingforchange.”
BarackObama's“YESWECAN”speechinNewHampshire
WHATDOESITMEANTOYOURCSR&SUSTAINABILITYCAMPAIGNS
• CompaniesandbrandsneedtoCONNECT&PARTNER withtheir keyaudiencestoeffectpositivechangetogetherandmakeadifference
• Empoweringyouraudienceforagreatergood is your newcurrency to retain &motivateyouremployees,increaseloyaltyofyourconsumers,etc.
TOCREATEAMOVEMENTSPARKINGMEANINGFULPARTICIPATIONFROMCITIZENS
OBAMAPIONEEREDTHEEFFECTIVEUSEOFSOCIALMEDIA
3
CHANNELINGBOTHONLINEANDOFFLINEENTHOUSIASMINTOSPECIFICACTIVITIESTOFURTHER
THECAMPAIGN’SGOALS
HELEVERAGEDALLMARKETINGCOMMUNICATIONSTOOLS
• Instead of communicating amessage, it is about genuinelyengagingintwo‐waydialogueswithyourmultiplestakeholders
• Givemorepower, not less, toyourtarget audience so they feelownership, so they becomeadvocates
• Everycompanyisamediacompany:you can now create your owncontentandstarttheconversation
WHATDOESITMEANTOYOURCSR&SUSTAINABILITYCAMPAIGNS
BYALWAYSADDINGAPERSONALTOUCHTOHISCOMMUNICATIONS
AVERYPERSONALCAMPAIGN:DIRECTCONNEXIONBETWEENOBAMA&HISSUPPORTERS4
• Unders tand you r ta rge taudiences’needsfirst
• Identify your key stakeholders’expectationsfirstandtalktotheminawaythatmatterstothem
WHATDOESITMEANTOYOURCSR&SUSTAINABILITYCAMPAIGNS
GETONBOARDNOW!
TODAYISA“TRUSTRECESSION”
“Whoeverthoughtthat‘trust’wasfluffy,whoeverthoughtit
inconsequential,andwhoeverthoughttrusthadlongbeen
supersededbyriskmodels–today’strustrecessionisyouranswer”
BUSINESSESNEEDTORESTAURECONFIDENCE&LEADERSHIP
CSRISAPOWERFULWAYTOREBUILDTHE‘SOCIALCONTRACT’
BETWEENYOURSTAKEHODLERSANDYOURORGANIZATION
ITISABOUTINSPIRINGYOURKEYAUDIENCES
ANDLETTINGTHEMTAKEOWNERSHIPOFPOSITIVECHANGE
AROUNDAPOWERFULCAUSE
THATYOUWILLCHAMPION&ADVOCATE
ULTIMATELYENHANCINGYOURCORPORATE&BRANDEQUITY
TOLEAD&STANDOUTINACROWDEDMARKET
TIMEISNOW!
Apresentationby:
Ms.PerrineBouhanaSustainability/CSREvangelist
Ifyouareinterested,let’sstarttheconversation.Pleasefeelfreeto:ContactmeonTwitter:twitter.com/perrineB
Oronmypersonalblog:www.sustainabilityconversations.com