Social good/social capitalism. It all boils down to organizations and corporations furthering a social mission and executing on plans to help others. The following is a thoughtful chat about social efforts, including whom to follow so you can stay up-to-date. It’s not to be missed! 😉
Q1. Besides the obvious, what are the most compelling reasons a brand should be involved with promoting social good?
kweenie Well, it’s all about social perception, but it does set you apart…at least in the eyes of the more socially-aware.
RachelYeomans It’s a great way for a brand to more clearly showcase its brand model/statement – it’s relatable to the audience
annabassham Develops positive brand sentiment, and people are more willing to be associated with (and buy from) a brand who does good.
HeatherCosson Customers are more conscious of what a brand does and making purchase decisions based on brand missions and actions.
KratzPR Social Good invokes sentiment and community. If a brand wants to build champions, they should be genuine in making a difference
TheJournalizer social good should be promoted organically, rather through bogus ideas like viral spurts. Be a good role model as a brand.
KellyLux There may be more incentive to be associated with a brand who is cultivating a reputation for caring about people & issues.
AskTim Doing good is a powerful message. Look at the Liberty Mutual ads showing people helping each other out. People think of that.
vargasl It is great to participate in social good projects, but don’t wave a flag to get attention.
Q2) What do you look for in a partner for your social good efforts? Is this part of the CM’s role at your co?
TheJournalizer Unfortunately I work in such a large company that social good efforts are handled through corporate.
RachelYeomans It’s important to do your research on the partners with references -it may be the job of the CM but it should be a team effort
cashleelee someone who believes&breathes the same philosophy!
gordondym From n/p side, want corp partner who understands our needs but whose help relates to their mission
KellyLux Choose a partner that somehow relates to your brand…or just something that your employees care about (local/global)
kweenie It’s important to find an honest organization…probably with as little a political connection as possible.
dougridley Looking for a partner that’s always two steps ahead of my own game and challenges me.
tommytrc WAY too much “Whats in it for me” going around!
KratzPR Honestly the bottom line for a partner is enthusiasm. They have to feel as if its their project too no matter the gain!
IslandPrintGrp It is important to partner with someone who not only believes in the cause/company, but pushes you in new directions.
Q3. Please share examples of some successful/interesting/unique social good campaigns. Any examples of spectacular failures?
RachelYeomans I atually really liked the Toyota Prius hulu commercials on how you can use their technology for good – really cool
DigitalKaitlyn I am currently working on launching a campaign for a company that will donate 50 cents/new like to winning nonprofit voted by fans
kweenie The Toms shoes campaign was a good one, but that just kinda turned into a mess…overall, I’d say it was good with a point.
RachelYeomans Oh! And the Ben & Jerry’s twitter social good campaign was fabulous
HeatherCosson Great example= Kellogg’s support of the American Heart Association’s Red Dress campaign
KratzPR Spectacular Fail: The Celebrities Not Tweeting (or whatever that was) I thought that was the worst thing ever.
tommytrc the mercedes superbowl and audi campaigns worked well. Mercedes better then Audi IMHO
candacecorner It’s completely biased since I work on it, but I think the Think Beyond the Label campaign is a smart campaign
lttlewys DOVE has a great campaign for teen girls. And has expanded to reach women and self esteem!
SunnyinSyracuse Hanes & The Salvation Army did a great sock drive on facebook during the holidays
JPedde I want to go old school and think about campbell’s and their labels for schools. Do they still do that? Or Cereal Boxtops?
SaraBAllen Being able to text donations for Haiti/Japan is the best social good campaign yet because you heard about it on social.
kweenie I’m a big fan of MAC’s Viva Glam campaign, myself. Sales of VG items go to the MAC AIDS Fund. All of it, not a %age.
theTsaritsa I really can’t believe I thought “Pink” by VS was for breast cancer awareness/research. It’s not. Marketing…
JPedde Bridging gaming & social good seems like such a perfect combo
SunnyinSyracuse: Can I say the FB “campaign” using cartoon photos to raise child abuse awareness as a failed example?
Q4) Who should you be following (on twitter & elsewhere) for updates on social good?
bdionline: Your followers! Listen to what their interests are and help their cause!
theTsaritsa I follow Petango on Facebook, they do a lot of good for shelter animals.
Wanna do *your* part for social good? #Cmgrchat (2-3pm EST) is looking for digest writers! Drop a comment below or reach out to @jpedde & @kellylux if interested <3