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Social Media

From face book to social activism Using gamification to build your social platform authentically.

Case study: Unilever and Face book present Waterworks

In a previous blog I spoke about where good ideas came from. Coffee houses and salon culture were historically places of innovation where people came together to exchange ideas .  What we see today is the reemergence of global voices with the development of  modern day social media tools, which once again allow a broad range of people to come together to discuss ideas.  What is interesting to me as a researcher is that ideas on social media platforms are so different to what is being spoken about in board rooms and in politics, so much so that the natural reaction of many is to dismiss it as ‘left of field.’

Yet because sharing in social networking applications is social by design, it leads to the creation of communities. These communities now have the power to interact, share ideas and create a cohesive voice that is being heard by an ever-increasing group of businesses who are savvy to the opportunity that is being presented to them.

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Responsible marketing and managing social media to build brands


Soft drinks are a widespread part of many diets, obtainable in a range of flavours and marketed to both children and adults alike.  BDCMI have an extensive history of insights into the beverage category, seeing the growth of coffee over tea in the Australia, wine over beer, and the emerging cider culture as consumers and companies alike navigate new paths. 

Business seeks to understand what defined the historical changes, what made drinking water cool, how we moved to consuming soft drinks at breakfast.  Marketers need to know what to remove or to add to add value.

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New models for customer engagement

Using a diverse approach in finding solutions then creating something new that works, is a good description of the model some companies are beginning to use to establish a market edge. There are many emerging problems that need to be dealt with in the current economic climate and a divese approach gives us more possible solutions.

Companies are working to develop expressions of social responsibility by creating approaches that motivate and allow people to shift to more sustainable behaviours. By identifying behaviours needing to be changed and alternative behaviours to be adopted, a company can create a lot of social goodwill that can be translated into brand loyalty.

In the case study; Unilever asks "what stops people from adopting the new behaviour?" "what can get them to start?" and then "what can get people to stick with the new behaviour?"

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Armchair activism and consumerism

The importance of corporations espousing social values as part of their business policy gives companies an opportunity to make a positive impact.  Responsible behaviour today is more transparent than in previous times. Todays video shows how social media provides the opportunity for consumers and activists to engage with a company. 

Single-minded profit-only motives for business are a thing of the past. Social and personal cohesive strategies can be put in place that minimise a company’s negative impact, and instead provide a positive contribution to the world. This means that good will and sales are achieved as the result of adhering to higher social goals. Social media can then reinforce these goals and consumers can participate and see the progression of these goals.

Apple, it seems, has a lot to learn and could take a lessons from Unilever's CEO Paul Polman. He understands that being in tune to the consumer’s higher ethical needs as well as their social needs is good for business. The outcome is that shareholders and all other key stakeholders will be rewarded as an inevitable consequence of doing the right thing.  Sustainable business policy does not come at the cost of business philosophy.

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