Upload File

demystifying corporate responsibility

18
fenton | Capabilities Overview Demystifying Corporate Social Responsibility How organizations can participate in the “New Norm” Susan McPherson Senior Vice President FENTON @susanmcp1

Upload: susan-mcpherson

Post on 07-May-2015

575 views

Category:

Business


0 download

Report

DESCRIPTION

Keynote presented at the 2012 San Diego AMA Cause Marketing Conference on March 21.

TRANSCRIPT

Page 1: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Demystifying Corporate Social Responsibility

How organizations can participate in the “New Norm”

Susan McPhersonSenior Vice President

FENTON@susanmcp1

American Marketing Association I March 21, 2012

Page 2: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Corporate Responsibility: The New Norm

Page 3: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Three Key Trends

Page 4: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Employee Engagement

Page 5: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Employee Engagement Model

Financial &

Operational Returns

Increased productivit

y

Enhanced org

performance

Greater financial success

Retention of valued

employees

Employee Engagemen

t

Page 6: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Volunteer Engagement

Page 7: Demystifying Corporate Responsibility

fenton | Capabilities Overview

DISCOVERY CHANNEL’S DAY OF IMPACT

Page 8: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Transparency and Open Engagement

Page 9: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Open Engagement Best Practices

• Be Real – authentic/trust• Be Passionate – long-term commitment• Be Realistic• Be Transparent• Be (and stay) Connected

Page 10: Demystifying Corporate Responsibility

fenton | Capabilities Overview

How We Connect Today: Key Principles

Page 11: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Cause Marketing

Page 12: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Cause Marketing History

1983 1984 1990 1994 1997 2004 2006

Page 13: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Benefits to your organization

• Increase awareness• Differentiation• Improvement PR and reputation• Increase in sales and market share• Strengthen customer retention• Help target and reach new markets• Increase volunteer opportunities• Boost morale and employee engagement• Increase ROI• Employee recruitment and retention

Page 14: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Cause Marketing Examples

Page 15: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Case Study

Warner Bros.: We Can Be Heroes

http://www.joinwecanbeheroes.org/
Page 16: Demystifying Corporate Responsibility

fenton | Capabilities Overview

A Few Final Thoughts

• CSR is umbrella that encompasses each of these pillars and more

• Find out what your employees are passionate about & start there

• Start small and grow incrementally

• Securing partnerships is easier than you think

Page 17: Demystifying Corporate Responsibility

fenton | Capabilities Overview

Resources

Media Organizations

Influencers

Page 18: Demystifying Corporate Responsibility

Thank you


CORPORATE RESPONSIBILITY & SUSTAINABILITY REPORT 2015 ... · CORPORATE RESPONSIBILITY & SUSTAINABILITY REPORT 2015 — 2016 ... CORPORATE RESPONSIBILITY & SUSTAINABILITY REPORT 2015

Chapter 16 Corporate responsibility performance … Annual Report SECTION E: CORPORATE RESPONSIBILITY 201 Chapter 16 Corporate responsibility performance 2010 INTRODUCTION The corporate

Communicating Corporate Social Responsibility to … Corporate... · Communicating Corporate Social Responsibility to Internal ... Corporate Social Responsibility to internal stakeholders:

Draft Corporate Social Responsibility & Accountability … · Draft Corporate Social Responsibility & Accountability in Rural & Indigenous ... Draft Corporate Social Responsibility

TSUMURA Environmental and Corporate Social Responsibility ... · Environmental and Corporate Social Responsibility Activities Report ... and Corporate Social Responsibility Activities

PwC's Corporate Responsibility Barometer 2013 · PwC’s Corporate Responsibility Barometer 20133 Introduction PwC’s Corporate Responsibility Barometer reviews the corporate responsibility

Corporate Responsibility Corporate - OECD...corporate responsibility. In so doing, it places corporate responsibility in its broader governance setting, recognising that voluntary

Relationships between Corporate Social Responsibility · PDF fileRelationships between Corporate Social Responsibility and ... corporate social responsibility and longterm measures

Corporate Social Responsibility and Related · PDF file1 Corporate Social Responsibility and Related Terms PART I Corporate Social Responsibility Strategic Corporate Social Responsibility

Corporate Social Responsibility, Corporate Moral ... Social Responsibility, Corporate Moral Responsibility, and Systems Thinking 271 definitions to include “the responsibility of

Corporate Responsibility at Allianz · Corporate Responsibility at Allianz ... Group Communications and Corporate Responsibility . Group Investor Relations ... Framework outlining

Corporate Social Responsibility. Corporate Social Responsibility Corporate Social Responsibility Ethics Ethics Corporate Citizenship Corporate Citizenship

Corporate Social Responsibility Reporting: A Descriptive ... · Corporate Social Responsibility Reporting: A Descriptive Study across Industries . ... Corporate Social Responsibility

IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY … fileIMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY DALAM

Demystifying corporate innovation. Releasing creativity

Demystifying Privacy Issues in Research Michelle Colvard, MPH, CHRC Corporate Responsibility Officer for Research CHI St. Luke’s Health System NCURA Region

Corporate Responsibility

Corporate Social Responsibility & Sostenibilità€¦ · Corporate Social Responsibility & Sostenibilità Il ContaminAction Master in Corporate Social Responsibility & Sostenibilità

BRAX Corporate Responsibility | Nachhaltigkeitskommunikation | … · 2017. 6. 30. · BRAX Corporate Responsibility | Nachhaltigkeitskommunikation | Alissa Sekulic CORPORATE RESPONSIBILITY

STARWOOD PROPERTY TRUST, INC CORPORATE RESPONSIBILITY OVERVIEWs22.q4cdn.com › ... › STWD-Corporate-Responsibility-Overview_Janua… · CORPORATE RESPONSIBILITY OVERVIEW STARWOOD

Corporate Social Responsibility: Issues and Implementation ... · Corporate Social Responsibility: Issues and Implementation ... Corporate Social Responsibility: Issues and Implementation

Corporate Responsibility Report 2012 Corporate Responsibility

Corporate Social Responsibility and Bankruptcy …€¦ · Corporate Social Responsibility and Bankruptcy ... Does corporate social responsibility improve a firm’s financial

Religare Finvest Limited Corporate Social Responsibility ... · Corporate Social Responsibility Policy Effective from ... Religare Finvest Limited CORPORATE SOCIAL RESPONSIBILITY

CORPORATE RESPONSIBILITY REPORT2012 - נשר … · CORPORATE RESPONSIBILITY REPORT2012. 2 NESHER CORPORATE RESPONSIBILITY REPORT 2012 ... Accountability and Monitoring Systems 14

CORPORATE RESPONSIBILITY REPORT 2010...CO CORPORATE RESPONSIBILITY

Corporate Social Responsibility and Management Education ... · Corporate Social Responsibility and Management Education: ... Corporate Social Responsibility and Management ... “Management

TNT Express Services UK & Ireland Corporate Responsibility … · TNT Express Services UK & Ireland Corporate Responsibility Report | 2010 | TNT & Corporate Responsibility TNT & Corporate

Demystifying Corporate Pricing

Demystifying Corporate Owned Life Insurance

Capgemini UK Corporate Responsibility & Sustainability ... · Capgemini UK Corporate Responsibility & Sustainability Report (2015-2016) CORPORATE RESPONSIBILITY & SUSTAINABILITY

Chapter 2 Corporate Social Responsibility, Corporate ... · Corporate Social Responsibility, Corporate Governance and Corporate ... Society and the Battle for Ethical ... Social Responsibility,

Corporate social responsibility (CSR) and corporate responsibility (CR) February 2012

Corporate Social Responsibility, Corporate Governance… LEE.pdf · Corporate Social Responsibility, Corporate Governance, ... agency problems and information asymmetry ... Corporate

Corporate Social Responsibility & Gambling Industry: … · Corporate Responsibility Research Conference, ... Corporate Social Responsibility & Gambling Industry: An Exploratory Study