Corporate Social Responsibility & New Media Marketing

BM0387 - New Media Marketing - ICA 1

Yeung Lok Hang (080859E)MD/MK0804

Date of Submission: 6th January 2010

CSR & New Media

• Interacting on Facebook, Twitting and Blogging have become the new trend.

• Corporate social responsibility (CSR) is not only about what companies do with their profits, but also how they make them.

• More & more companies are marrying the two

CASE STUDIES - TOMS

• For-profit shoes company • Founded by Blake Mycoskie in 2006 – Argentina - extreme poverty & poor health

conditions• Matches One-for-One• Transforms customers into benefactors – allows them to operate as a truly sustainable

business

CASE STUDIES - TOMS

CASE STUDIES - TOMS

Giving Report

CASE STUDIES - TOMS

People of TOMS

CASE STUDIES - TOMS

Friends of TOMS & TOMS shoes

CASE STUDIES - TOMS

CASE STUDIES - TOMS

CASE STUDIES - TOMS

Tag Cloud & Giving Report

Next Up …..

CASE STUDIES - Starbucks

Giving Report

CASE STUDIES - Starbucks

Websites

CASE STUDIES - Starbucks

Websites

CASE STUDIES - Starbucks

Pledge 5 Facebook App

CASE STUDIES - Starbucks

Facebook & Twitter

CASE STUDIES - Starbucks

YouTube Channel

CASE STUDIES - Starbucks

Blog

ADVANTAGES AND DISADVANTAGES

Advantages Disadvantages

New methods of communicating ideas to targeted groups of people Complements main business Gather lots of participation needed for CSR Campaign Influencing customers as citizensGetting your good work out there

Focus on the CSR effort might be blurredNew media tools must be updated

• (Takes up a lot of time)Easier attacks by antisMight not go with Branding, industry or target market