Putting CSR at the Center
I was going to say that cause marketing is having a moment, but it’s really better to say that cause business is having a moment (with brand benefits to boot). Amazon recently launched Smile, enabling customers to build in charitable donations to their Amazon purchases, while Tom’s just launched a marketplace for socially responsible companies to sell online. And this visualization of the impact skill-based volunteering companies are increasingly sponsoring shows the difference we all can make — individually and as part of our employers’ organizations. Lots to like about the innovation here to make CSR a seamless part of the brand/company experience.
This is all great news for a lot of folks on both the giving and receiving end. Even better? Studies show consumers care more and more every year about the social impact of their favorite brands, so it’s great news for business as well.
The short version? Doing good is a good idea — and good ideas can make the process of giving even better.
Marketing good isn’t actually marketing good, not any more….Second and third order recommendations and word of mouth and the way we talk about the things that are ‘good good’ is the new marketing.
Your initial response rate, newsstand sales or first episode ratings are a measure of old-fashioned marketing prowess. Now, we care an awful lot more about just plain good. Or perhaps, if you really want to make an impact, great.
I know Seth’s blog can be a little insufferable sometimes, but this quote really resonated for me. Marketing is still vitally important. It can help you find and make a new connection with a customer, or strengthen an existing one, or help everyone see your company in a completely different light, or any number of things that help fuel a business. But with the radical connectivity enabled by technology, there’s no hiding behind it anymore.
So yes, do that great TV spot, and an innovative social activation, and keep your AdWords account running. To make all that really pay off, though, first you’ve got to make something great, do some good, stay engaged — and always treat your customers well.
Very true. And for brands, it’s tough to strike the balance between sounding human, and sounding too familiar. Following a brand isn’t the same as being a Friend — and the best brands always keep that in mind.
I’ll give you the most logical conclusion kids are ditching Facebook—one that none of the articles I read on the Great Teenage Facebook Exodus mentioned. And the evidence that supports the theory is right there in the Piper Jaffray survey. But first let’s define Facebook.
What is Facebook to most people over the age of 25? It’s a never-ending class reunion mixed with an eternal late-night dorm room gossip session mixed with a nightly check-in on what coworkers are doing after leaving the office. In other words, it’s a place where you go to keep tabs on your friends and acquaintances.
You know what kids call that? School.
I don’t 100% agree with this — I think Facebook has more of an information/link sharing function than he’s giving it credit for — but overall it’s a good point.