â–¶ Customers Throw Down Gauntlet: Consumers in major countries around the globe are demanding a higher level of responsibility from companies in dealing with societal issues, and consumers are already using their own spending and loyalty to press these demands. So says findings from the 2011 Cone/Echo Global CR Opportunity Study, a 10-country survey released in October by Cone and Echo Research. Among the key findings:
• 81% of consumers say companies have a responsibility to address key social and environmental issues beyond their local communities;
• 93% of consumers say companies must go beyond legal compliance to operate responsibly;
• 94% of consumers say companies must analyze and evolve their business practices to make their impact as positive as possible.
Source: Cone/Echo
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| When PeopleBrowsr collects data for PR News, exploring sentiment is usually a priority. And when Apple’s Steve Jobs passed away on Oct. 5, 2011, we knew sentiment would be largely positive. Hence, here are the top 20 words used in tweets about Jobs worldwide, along with the number of times they appeared. Source: PeopleBrowsr (data exclusive to PR News) |
â–¶ Brand Storytelling Is Like Dating: A Yahoo and BBDO study, designed to establish best practices for brand storytelling in a new era of paid, owned and earned media (POE), suggests a new framework for how marketers can shape their stories within each of these three different media. In particular, the study shows that virtually all consumers (95%) crave some sort of engagement with brands and that viewing storytelling on POE through the framework of a dating relationship can help marketers increase their chances for success.
• Paid media is akin to a “first date.” It’s all about the initial impression and connection, like seeing an ad; 73% of consumers saw/heard/read information about brands via paid media and almost half (46%) say “a great brand is like an interesting person at a party.”
• Owned media is about “getting closer.” Consumers want to experience brands more fully for themselves. In short, they need to find a reason to stay; 54% of consumers feel it is very important that brands provide information about “why we should care about them.”
• Earned media is like “being in a relationship.” This is the channel for building passion and trust via positive consumer reviews or news articles, for example. The overarching themes are reciprocity and advocacy.
• It’s about transparency: 79% of respondents say brands should be “more genuine.” Furthermore, 77% want brands to be responsive and engaging.PRN
Source: Yahoo/BBDO