In this eighth and final installment of our Social Brands & The Future Of Marketing series, we look at how marketers can use activities that give back to their communities to build enduring value for their brands and for society. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet us via @wearesocialsg, or email us at sayhello@wearesocial.sg

1. CSR EVOLVES
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#8
SIMON KEMP • we are social• AUGUST 2013
CIVIC ENGAGEMENT
TO BECOME

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3. TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS
TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE
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4. CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,
NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE
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VS

5. RETHINKING THE CONCEPT OF BRAND VALUE
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Activities focused
solely on maximising
short-term profits
Activities designed to
maximise returns for
employees and partners
SHAREHOLDER STAKEHOLDER
Activities designed
to contribute to the
greater good of all
SOCIETAL
VSVS VSVS

6. INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS
SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM
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VS

7. TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE,
MAKING IT A CORE PART OF THEIR OVERALL OFFERING
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8. THE RETURN OF THE GOOD SAMARITAN
Corporate philanthropy is not new, but its
popularity faded in the age of mass marketing.
However, as society becomes less tolerant of
corporate greed, civic-minded brands will
return to the fore as marketers rediscover the
enduring value of doing ‘good business’.
8
DIGGING
DEEPER

9. TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES
AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY
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FIND OUT MORE AT
WEARESOCIAL.SG

11. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

12. WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG