Give Up Control: Brand Co-Creation

by Network for Good Specialist ‎02-25-2013 3:00 AM, EST

By Kate Olsen and Allison McGuire

 

Corporate social responsibility (CSR) annual reports and press releases have their place, but do not help humanize a company’s commitment to environmental and social impact – especially for customers. 

 

Here's the first of three ways to help your customers co-create your reputation as a responsible company and amplify your CSR story.

 

1) Give an Inside View.
 
2) Give Up Control: In the age of social media you can’t control how the world perceives or shares your CSR story. 

 

Your customers, fans and critics will interpret your message as they will and add their own spin to it. The key is to cultivate your customers and fans so they become champions of your brand and CSR message.  It’s much more effective to have customers and fans refute critical claims than to have your PR person issue an official statement.

 

L'Oreal and Buddy Media did a terrific job of showcasing how brand co-creation is a win-win.

 

L'Oreal and Buddy Media Case Study

 

Looking for a cause marketing solution? Check out what we have to offer here: Network for Good's Cause Marketing Solutions

Comments
by Hope Goeorge Mmbaga(anon) on ‎03-27-2013 12:00 PM, EDT

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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more