Transcript of #CommsChat on social business

This week's chat

It was quite the hour last week on #CommsChat. We were joined by guest @jaycoopertweets from Bloom. In the midst of an impassioned discussion of social strategy and a look at some examples of consumer-facing social – like last week’s #AskBG initiative – MD of British Gas Business, Stephen Beynon, joined in as well. His insights helped explain the Twitter chat and British Gas’ social stakeholder engagement.

Take a look at some highlighted tweets:

  • @somecallme_Jem if you don’t respond to customers then your effectively pushing them into the arms of your competitors
  • @StephenBeynon we felt we had an absolute duty to make ourselves available.
  • @adamrubins the more conversation you drive, the more you can listen. There is no greater tool within social than listening
  • @businessgp Difficult to use social in highly charged emotive situations when reason & rational thought stretched on both sides.
  • @jaycoopertweets ultimately orgs have to BE social and not DO social. Doing social = fear of the platform, fear of the conversation 
  • @jennysolomons Social media, a bit like the weather: if it’s likely to be stormy, make sure you’re wearing something waterproof!

The full hour:

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CommsChat 

We’ll have the transcript for you in the AM and will be back next week, same time, same place. G’night! #commschat

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Jay Thorogood-Cooper 

 Like! It works. I’ve done the process myself… #commschat

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Judy Gombita 

FYI #commschat: Power Byte: Utilitarian Influence — Scaling and Managing PR 2.0 Expectations [@IkePigott Interview] http://t.co/MNm6cnBBEy

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CommsChat 

Almost time to call it a night on #commschat. Many thanks to  for his insight and direction tonight. And to all who tweeted!


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Jenny Solomons 

  some orgs still wary of SM but staff can be brand advocates. #commschat

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Jay Thorogood-Cooper 

 most imp thing? Get senior buyin aka have social be part of biz strat. Have customer 1st attitude & social will follow #commschat

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Catherine Arrow 

Absolutely – but listen first in order to determine what advocacy, content and engagement is appropriate  #commschat

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Lauren Hutton 

 Don’t treat social as a broadcast channel, develop & tailor content & approach that engages your audience #commschat

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Judy Gombita 

 talked to comms friend who works at UN/finds himself time-stretched re: social. “Find out what you can GIVE UP!” #commschat

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Jay Thorogood-Cooper 

 Start with listening, but don’t be fooled that just by listening you win. Advocay, engagement, content all as important #commschat

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Jay Thorogood-Cooper 

 or add social KPIs into job roles…it certainly has increased efficiency at #socbiz companies such as Toyota UK or IBM #commschat

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Catherine Arrow 

Most important thing to do when using social is listen, then use context and understanding gained to build good relationships #commschat

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Marc Lawn 

“@StephenBeynon:  getting a bit deep there:) #commschat” <- Like to finish with a flourish 😉

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Jay Thorogood-Cooper 

 I agree. To my last point, anybody within an organisation should pick up the (social) ball and run with it. #commschat #socbiz

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Judy Gombita 

Integrating social into overall comms strategy def. takes up resources. But perhaps there’s some (paper) channel you can cut back #commschat

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Stephen Beynon 

 getting a bit deep there:) #commschat

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Jay Thorogood-Cooper 

 …but there isn’t really ownership of content. Sales people use the phone different to those in accounts. #commschat

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CommsChat 

Just a few min left of #commschat. Maybe some last thoughts on most impt thing to do when using social as part of comms strategy? #commschat

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Catherine Arrow 

Effective digital strategy – including social – underpins communications strategy that in turn supports organisation objectives #commschat

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Marc Lawn 

Marketing is not a function. It is the way a business thinks and behaves. #CommsChat

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Stephen Beynon 

 agree completely. As do my colleagues. #commschat

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Catherine Arrow 

Make social part of the whole – it is not a siloed channel and must be part of entire relationship building strategy. #commschat

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Jay Thorogood-Cooper 

 …I see that social should be viewed in the same fashion, thus be less panicky when emps get out wrong #commschat

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Lyanna Tsakiris 

Looks like great #commschat tonight guys

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Judy Gombita 

  you have to remember to include the #commschat hashtag …. c  

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Katie Jones 

RT  stop using social media as a channel and start embedding across the WHOLE of the business #commschat #socbiz

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Jay Thorogood-Cooper 

 How many employees at BG have been fired this year for misusing the phone or talking out of turn down the pub…? #commschat

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CommsChat 

 who should take ownership of social? Or should any one team/person? #commschat

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Judy Gombita 

Nice! RT  Those moments of emotional power are a great opportunity to forge a lasting customer bond. #CommsChat

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Jenny Solomons 

Social media, a bit like the weather: if it’s likely to be stormy, make sure you’re wearing something waterproof! #commschat

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Jay Thorogood-Cooper 

 stop using social media as a channel and start embedding across the WHOLE of the business #commschat #socbiz

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Stephen Beynon 

 companies need to get comfortable with more people tweeting and not mind too much when people make mistakes. #commschat

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Lauren Hutton 

 It’s about being where your audience is and knowing why you’re there, who you’re talking to and what you’re saying #commschat

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Claire Hall 

MT : orgs have to BE social and not DO social. Doing social = fear of the platform, fear of the conversation #commschat

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Andrew Grill 

RT : T’is exactly why I miss working for him! RT : Really interesting to see , MD of British Gas,on #commschat …

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Marc Lawn 

RT  refer to my earlier answer – wait, see whether advocates have responded on your behalf #commschat

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Kate Cooper 

RT  absolutely definitely yes. #commschat We felt we had a duty.

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Jay Thorogood-Cooper 

 refer to my earlier answer – wait, see whether advocates have responded on your behalf #commschat

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CommsChat 

Final topic: What can companies do improve their comms strategies in order to integrate social more effectively? #commschat

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Paul Brannigan 

RT : Too often we misjudge how quickly we need to respond in #SoMe so place unnecessary pressure on ourselves. #CommsChat

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Jay Thorogood-Cooper 

 or part of your overall biz strategy. Must align with biz KPIs, otherwise it is sunk. Comms strategies do this well. #commschat

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Katie Jones 

With the ability to reach so many people, companies have to have a method to the madness w/ that much power. #commschat

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CommsChat 

  meaning that social WAS part of the comms mix #commschat

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Stacey Atkins 

.@jaycoopertweets agree – and I think that lots of organisations have a long way to go to get there, part in public/third sector #commschat

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Adam 

 an opportunity to listen and engage with your consumer. Its ultimately part of your communications strategy #commschat

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Marc Lawn 

A4 Having a communications strategy with clear objectives is THE critical stepping stone to a #SoMe plan. #CommsChat

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Jay Thorogood-Cooper 

 …there should be a biz strategy that puts customers first. In many cases, that is being social #commschat #socbiz

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CommsChat 

 Yes, gone are the days of “we must do social” Should just be part of comms mix, #AskBG proves that to an extent #commschat

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Jay Thorogood-Cooper 

 1st, there shouldn’t be a social media strategy… #commschat

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Georgina Bowes 

T’is exactly why I miss working for him! RT : Really interesting to see , MD of British Gas,on #commschat tonight.

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Stacey Atkins 

RT  sometimes your key stakeholders or advocates are within your own building! #commschat #socbiz

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Stacey Atkins 

.@CommsChat groundwork has to be laid a long time before to create trust. Too late to expect them to once the crisis hits #commschat

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Jay Thorogood-Cooper 

 ultimately orgs have to BE social and not DO social. Doing social = fear of the platform, fear of the conversation #commschat

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Jenny Solomons 

 there would have to be a trust and sense of pride in the relationship for them to advocate for you. Or pro quid pro. #commschat

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Kate Cooper 

  yes dont only go in for the campaign engagement. It has to be a long term symbiotic relationship #commschat

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Stephen Beynon 

  not sure that helps in this situation. Almost nobody (as a %) who tweeted understands the facts. #commschat

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CommsChat 

T4: Why is having a social media strategy important to a business? #commschat

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Bernie Goodjohn 

Following #commschat tonight for first time, really interesting, particularly with British Gas pitching in to talk about their Twitter Q&A

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Kate Cooper 

 interesting and was there a scenario plan for the hastag being hijacked or was this unexpected? #commschat

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Marc Lawn 

Too often we misjudge how quickly we need to respond in #SoMe so place unnecessary pressure on ourselves. #CommsChat

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Stacey Atkins 

.@jaycoopertweets  absolutely – but so many orgs create so much fear that employees are afraid to speak up online #commschat

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Maxim 

  was going to say the same thing! And not just in a crisis. How do you get v happy clients to speak up?! #commschat

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CommsChat 

  true for many orgs. That’s helpful for IC and IR, knowing where your people are having convos already #commschat

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Jay Thorogood-Cooper 

  establish & maintain a long-term relationship with influencers and advocates. #commschat

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Judy Gombita 

.@CommsChat  accommodates the way that people WANT to receive information. A small percentage is thru social media. #Commschat

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CommsChat 

RT  absolutely definitely yes. #commschat We felt we had a duty.

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Stephen Beynon 

 absolutely definitely yes. #commschat We felt we had a duty.

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Marc Lawn 

  Were people really empowered? It’s when conversation doesn’t follow the script that issues can occur. #commschat

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Kate Cooper 

 was it a conscious decision to conduct the Q&A the same day as news broke of the price hike? #commschat

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Stephen Beynon 

 let me know if you find out 🙂 #commschat

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Jay Thorogood-Cooper 

 do not underestimate the power of employees being advocates online #commschat #socbiz

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Lisa Blackler 

RT : A3 If you don’t have a cohesive strategy you can’t unite departments behind it. #CommsChat

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CommsChat 

How do you get stakeholders from other orgs, politics, etc to speak up during crisis in your favour #commschat

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Marc Lawn 

A3 If you don’t have a cohesive strategy you can’t unite departments behind it. #CommsChat

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Stephen Beynon 

 we had out Twitter team sitting in the middle of our HQ in Staines, right next to senior execs and PR etc. #commschat

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Kate Cooper 

  i would say internal yes and externally you would focus on an advocate influencer and detractor map #commschat

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CommsChat 

RT  sometimes your key stakeholders or advocates are within your own building! #commschat #socbiz

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Jay Thorogood-Cooper 

 sometimes your key stakeholders or advocates are within your own building! #commschat #socbiz

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CommsChat 

 Hi Judy, what did they do that was noteworthy #commschat

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Jay Thorogood-Cooper 

 T3 also, conduct a crisis drill where you practice responding to different scenarios #commschat #socbiz

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CommsChat 

 Is that for stakeholders internally and externally? #commschat

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Judy Gombita 

Devoted an entire #socialPR column  to  and his work at . They are ace with social media/storms. #CommsChat

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Jay Thorogood-Cooper 

 T3 design a stakeholder map identifying key important individuals who will push the agenda forward #commschat #socbiz

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CommsChat 

  Or to turn your audience against you irrationally #commschat

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Marc Lawn 

 absolutely. Sadly in crisis some industries have few friends. #commschat

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Jay Thorogood-Cooper 

  if you haven’t built up advocates, you are fighting a losing battle #commschat

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Everything Internet 

 Great point. Don’t panic. You don’t want to turn defensive and reactionary. #commschat

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Marc Lawn 

Sometimes best approaching is to listen and respond appropriately later. Patience really is a virtue. #CommsChat

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CommsChat 

T3: How do you create an effective multi-departmental strategy to respond and manage events like this? #commschat Case studies anyone?

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CarrotCommunications 

RT : Really interesting to see , the MD of British Gas, talking about #SocialMediaCrisis on #commschat tonight.

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Jay Thorogood-Cooper 

 yes, but again think about advocates. In BG’s case, there were a lack of advocates to step in and help #commschat

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Polpeo 

Really interesting to see , the MD of British Gas, talking about #SocialMediaCrisis on #commschat tonight.

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CommsChat 

 Especially if they’re already feeling upset or angry toward a brand #commschat

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Stacey Atkins 

.@CommsChat absolutely – social in a crisis will always be hard. High emotions, limitations of channels, but better to be there #commschat

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Kate Cooper 

 and vital to manage those expectations otherwise customers will expect something that’s not viable to run #commschat

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Katie Jones 

people can be a lot more vicious when hiding behind a computer, too. rather than saying things person-to-person #commschat

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Jay Thorogood-Cooper 

 listening is only the half of it, Yes, start with listening but at some point you must engage #commschat

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Marc Lawn 

Like all charged situations it’s always better to listen, consider, then respond in #SoMe situations. #CommsChat

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Jay Thorogood-Cooper 

 get the KPIs & metrics in place – but plan for how to manage an escalation in the situation from an amber warning #commschat

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Marc Lawn 

Difficult to use social in highly charged emotive situations when reason & rational thought stretched on both sides. #CommsChat

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Lauren Hutton 

  And having a presence / profile increases expectations of engagement. Disappointing when only broadcast #commschat

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Adam 

 the more conversation you drive, the more you can listen. There is no greater tool within social than listening #commschat

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Everything Internet 

  Do you mean what constitutes a crisis? #commschat

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Adam 

 it depends on your goal. All businesses that sell to the consumer should have a relationship with their consumer #commschat

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Jay Thorogood-Cooper 

Threshold email alerts which tell stakeholders from multiple depts when volume/sentiment of mentions reach critical point #commschat #socbiz

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CommsChat 

 Hey Lara, don’t forget the #commschat tag if you want to take part in the conversation!

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Stephen Beynon 

 bet it does. Lot of similarity there. #commschat

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CommsChat 

Is it difficult to use social in a crisis when your sector is one that is already hard to communicate in, like utilities? #commschat

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Kate Cooper 

 Ive worked with Toyota around their recalls which presents some interesting challenges #socbiz #commschat

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Brittany Golob 

.@jaycoopertweets Must be a percentage, not a firm number as it differs per company, right? #commschat

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Lauren Hutton 

  You can’t always predict behaviour / response, though. These spaces are still evolving #commschat

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Jay Thorogood-Cooper 

 In whatever your industry is, what constitutes a high enough volume of mentions to be cause for concern? #commschat #socbiz

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Marc Lawn 

 I am sure that is true. Few understand green levy etc. I think timing of tackling is so critical that’s all. #commschat

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Stephen Beynon 

 so do I. Difficult when you have such personal abuse etc. though. #commschat

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Jay Thorogood-Cooper 

 have a definition of different levels of social media crisis. #commschat #socbiz

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Everything Internet 

 I’d be curious to know what how that would be possible. If there’s a test strategy out there. #commschat

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Stephen Beynon 

 there’s so little understanding of the facts in this area. #commschat

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Jay Thorogood-Cooper 

RT : Got to admire  for joining tonight’s #commschat

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Stephen Beynon 

 don’t think so. Not completely sure though. #commschat

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Marc Lawn 

Hi  there may also be times where it’s better to just accept sentiment rather than justify own position? #CommsChat

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Lauren Hutton 

  Esp. if orgs look responsive in these spaces, or there is an active community ready to offer advice #commschat

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Jay Thorogood-Cooper 

 we advocate a WHOLE COMPANY approach to reputation mgt where you activate multiple depts http://t.co/jd4H2aGCqY #commschat

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Maxim 

Got to admire  for joining tonight’s #commschat

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Stephen Beynon 

 it didn’t seem to lack it internally. Bert is a very senior guy. He knows Twitter. He had support. #commschat


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Everything Internet 

 Did you do anything to test the waters before you launched the hashtag? #commschat

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CommsChat 

So crisis happens, T2 deals with what you can do about it: How do you develop an appropriate crisis management plan? #commschat

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Phil Rumens 

 When something a company does adversely affects the majority of its customers, it’s best not to invite comment. #commschat

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Jay Thorogood-Cooper 

 what sprang to mind was a lack of cohesion within BG, pure and simple. #commschat #socbiz

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Stephen Beynon 

 second: we should have used a personal account rather than BG. People less inclined to be abusive to a real person. #commschat


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Marc Lawn 

The key is being flexible to what appears in front of you, not trying to control what appears. #commschat


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CommsChat 

Sorry all, Tweetchat fai. , thanks for joining discussion. Do you think customers took advantage of your oppenness? #commschat

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Jemma Redden 

 true. Online live chat and call back requests are also popular #commschat

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Lauren Hutton 

Limited understanding of power of social media re reputation, not knowing how to respond, limited or no social media function #commschat

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Jay Thorogood-Cooper 

 yes, it is well known that O2 respond faster on social channels than over the phone. Look at #giffgaff#commschat

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Stephen Beynon 

 first: we shouldn’t have used a hashtag. No need for it. It acts as a lightening rod and helps weak journalism. #commschat


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Jay Thorogood-Cooper 

 sometimes you should wait a couple of ours before reacting – your advocates may jump to your defence #commschat #socbiz


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Lara Gilchrist 

 many customers are turning to FB and Twitter instead of using email/phone as they are more likely to get instant reply #commschat

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Stephen Beynon 

 after talking to loads of people in different companies, I’d say we’d do 2 things differently next time. #commschat

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Jay Thorogood-Cooper 

 agreed, look at our Halford’s vs Wiggle article which covers just that. http://t.co/vaw37P1HBM #commschat #socbiz


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Stephen Beynon 

 we felt we had an absolute duty to make ourselves available. #commschat


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CommsChat 

.@jaycoopertweets A la ‘I shop at Waitrose because’ #commschat

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Jay Thorogood-Cooper 

 don’t forget there are benefits. Your customers are there, you need a presence. But do it joined up! #commschat

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Adam 

 the pitfalls are further damage to your reputation. Large organisations lose sight of the importance of the customer #commschat


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Jay Thorogood-Cooper 

 customers can hijack the openness to vent their frustration with your organisation #commschat

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Jemma Redden 

 if you don’t respond to customers then your effectively pushing them into the arms of your competitors #commschat

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Marc Lawn 

“@jaycoopertweets:  or that the biz strategy is completely different to the social strategy #commschat” <- so true

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Adam 

 a fundamental mis-understanding of the use/importance of social. In a crisis it’s best to react, not invite criticism #commschat

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Everything Internet 

You should be aware there will be opposition and hijackers and have a strategy in place for when it goes south. #commschat 

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Jay Thorogood-Cooper 

 lack of understanding of what it REALLY takes to engage socially with customers. A bit of box ticking mentality here #commschat

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CommsChat 

What are the pitfalls of doing something like #AskBG or even not responding effectively to customers on social? #commschat

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Everything Internet 

It seems like a good idea at the time; a “quick” way to gain awareness and followers. #commsChat 

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CommsChat 

RT   or that the biz strategy is completely different to the social strategy#commschat

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Jay Thorogood-Cooper 

 or that the biz strategy is completely different to the social strategy #commschat

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CommsChat 

Why do we think an org would do something like invite people to chat via Twitter, w/o having appropriate mechanisms internally? #commschat

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Jay Thorogood-Cooper 

The 2nd barrier is a lack of sponsorship from senior management team #commschat #socbiz

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Marc Lawn 

A1 There is general no overarching comms strategy so social sits in it’s own world. #commschat

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CommsChat 

I think often social is not given enough flexibility/authority to make its own decisions in a crisis or not #commschat

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Marc Lawn 

A1 Organisationally traditional businesses try to control social media so lose authenticity. #commschat

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Jay Thorogood-Cooper 

The 1st barrier is that operating as departmental silos where one hand doesn’t know what the other is doing #commschat #socbiz

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Marc Lawn 

Yo yo yo as they say at Christmas time 😉 #commschat

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CommsChat 

T1:What common strategic and organisational barriers prevent companies effectively responding to social media crisis like #AskBG#commschat

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CommsChat 

Our first topic is topical to something on everyone’s mind now that the seasons have officially changed: energy #commschat

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Jay Thorogood-Cooper 

Good evening here from blustery Sussex #commschat. Thrilled to be here.


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CommsChat 

Tonight will be all about social strategy (or lack thereof) so have your questions, thoughts and opinions at the ready #commschat

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CommsChat 

Evening all, Hope you all survived #stormageddon! Brittany here from Communicate, joined by  from Bloom. #commschat
 

#CommsChat on social business

This week's chat

Building a truly social business takes a defined focus on objectives, a thorough strategy and a lot of flexibility, among other things. This week, #CommsChat will be joined by Jay Cooper, COO of Bloom (@jaycoopertweets), who will discuss the perils of social, how to become a social business and social strategy.

Topics include:

  • What common strategic and organisational barriers prevent companies effectively responding to social media crisis like #AskBG?
  • How do you develop an appropriate crisis management plan?
  • How do you create an effective multi-departmental strategy to respond and manage events like this?
  • Why is having a social media strategy important to a business?
  • What can companies do improve their social media strategies or tailor it to their specific focus?

Join us! We tweet from @CommsChat and #CommsChat takes place from 8-9pm UK time – for worldwide times, go here. Anyone can take part in the discussion – simply follow the hashtag here or on Twitter. If you can’t make the chat or would like to revisit it, a transcript will go up on Tuesday morning.

We’d love to hear your suggestions for future topics for #CommsChat – get in touch with Brittany by email or Twitter if you’ve got ideas.

 

Transcript of #CommsChat on sustainability

This week's chat

Last week, we were joined by Dimitar Vlahov (‏@dvlahov), director of content development for @sustainbrands who discussed the impact of sustainability on business and the upcoming Sustainable Brands conference in London.

Some highlights of the hour:

  •  ‏@dvlahov Brand is the soul of a biz, touches & is touched by everything a biz is & does. #Susty is essential quality of a corp identity
  • @businessgp If we put sustainability at heart of development it forces us to think differently so by default be innovative.
  • @dvlahov Yes, brand CAN change behavior through smart #design & #incentives. E.g. @Starbucks discount if you bring reusable cup
  • @PeggyatKC I think one crucial element is to get brands to rethink their higher purpose in their brand promise.
The full hour:
  1. Thank you, Peggy, Andrew and everyone else who took part of followed this enjoyable chat! A true pleasure!

  2. Delight all stakeholders indefinitely, starting as soon as possible, in ways that nature can support forever 🙂

  3. A vast collection of video & other content with key principles + innovation can be found at

  4. as always the transcript will be up on the CommsChat website tomorrow. Thanks evernyone for taking part.

  5. but please feel free to carrying on chatting with Dimitar, to whom i say a big thanks for guesting on tonight’s

  6. You must CARE and DARE in sustainability “ Lets have everyone’s manifesto – in 140 characters 😉

  7. Thats all I have time for – off to catch the second half of the Fulham game ;0)

  8. Evening all! We hope we are not too late to let you know its free to enter the :

  9. Great examples-add Interface Many in start small -> deep innovation

  10. Yes, and many others are seizing the opportunity. We have over 190 speakers with amazing stories back in June

  11. Key is to be able to make biz case for deep will bring latest at

  12. Lets have everyone’s sustainability manifesto – in 140 characters 😉

  13. in the remainging few minutes – heres a question for eeryone – topic 5 what’s still left to be done

  14. great brand names to check out – presumably their stories told at your conference? We’llshare the names too on t/rows transcript

  15. AGREE-BOTH! Does business need to make big or incremental changes for sustainable goals?

  16. Many in the community start w incremental changes, then discover deep innovation.

  17. RT Breakthrough ideal, incremental still a start. What is a MUST is holistic strategy

  18. On incremental vs. breakthrough changes – Breakthrough ideal, incremental still a start. What is a MUST is holistic strategy.

  19. Both! MT: : Does business need to make big changes or incremental ones for sustainable goals?

  20. Yes, 100%. It all starts w “Who am I and what do I stand for as a company?” Hence embedding susty in brand / identity!

  21. RT One last comment on behavior change – ‘s work on ‘meme science’ affecting behavior is showing the way

  22. One last comment on behavior change – and their work on ‘meme science’ as it affects behavior is showing the way

  23. with short media spans & grand gestures is pressure on co’s to follow a bigger-the-better policy rather than whats right fr brand

  24. RT I think one crucial element is to get brands to rethink their higher purpose in their brand promise.

  25. I think one crucial element is to get brands to rethink their higher purpose in their brand promise.

  26. Been impressed w and her China Dream & others working to ‘re-program’ cultures so susty is desired. It’s possible!

  27. Let’s move to topic 4. Does business need to make big changes or incremental ones to pursue sustainable goals?

  28. It’s sublte but crucial (pure gold when done) to understand how to embed purpose & susty in brand in holistic susty strategy

  29. you mention . Heres a co that was much criticised for using unsustainable palm oil. Did they learn lessons from that?

  30. Yes, leaders who ‘get’ the value of embedding susty in the conversations they drive are all regulars.

  31. RT Yes, brand CAN change behavior. E.g. discount if you bring reusable cup.

  32. Making susty-driven products & services something to aspire to, or weaving them into cultural norms, is key.

  33. Yes, brand CAN change behavior through smart & . E.g. discount if you bring reusable cup.

  34. Do you have many internal comms professionals speaking at the conference? What lesson lessons on behaviour can they learn?

  35. but youre talking more about reaching them emotionally?

  36. I know that many of our regulars think the only way to change behaviour is through reaching audiences digitally 😉

  37. sorry that should have read can a brand change consumer OR internal behaviour around sustainability

  38. Let’s move to topic 3, can a brand change consumer on internal behaviour around sustainability

  39. My favorite case study changes constantly – many exciting ones poopping up! Amazing to learn from all.

  40. perhaps you can fish out a link on that research before we finish tnight?

  41. Powerful research out of , demonstrates BIG markets in orienting core product to unmet social needs

  42. of those, which is your favourite innovation case study ?

  43. Also among many others leading the community in product innov for susty

  44. that’s a good point, companies have no choice but to reexamine conventional practice.

  45. Easy to see MANY ways to deliver value more sustainably with lens on. We don’t need products as such, but their value.

  46. in terms of product development – Dell seems to put sustainability central, and in turn that has been reflected in their products

  47. On , excited to host some promising ones next month @ , & others

  48. If we put sustainability at heart of development it forces us to think differently so by default be innovative.

  49. Yes, though Apple recently fell multiple places in a global ranking on CSR reputation, which reflects loss in overall brand value

  50. Susty clears view of need for unmet social and env needs & the potential for entire new markets, eg

  51. yet look at Apple & – stock is riding high, customer loyalty is strong, yet criticised for sustainability

  52. Susty helps a biz not miss the forest for the trees. Opens up whole life cycle view of a product or service -> innov

  53. Yes, exactly, It is starting to catch up with many. Examples include Apple, and many others

  54. lets move onto topic 2 – how can sustainability foster innovattion and product development?

  55. Brand value is sum total of many forces, being one of them. But a mighty growing one, as recent research shows

  56. We are starting to see a susty premium in brand value due to need to align entire identity with susty needs & demands

  57. is it just that time will find these brands out? that brand evolution hasnt caught up with them yet?

  58. but there are many companies that seem to have strong brand values, yet criticised for their lack of sustainability awareness?

  59. Yes, many examples, from to to community convenes hundres of ’em

  60. Exactly – hard to have trust, loyalty and overall stakeholder respect, ultimately, if unsustainable

  61. can anyone think of any good examples of brands that align their sustainability with their brand values and identity?

  62. Brand is the soul of a biz, touches & is touched by everything a biz is & does. is essential quality of a corp identity

  63. : It can only play a part if it’s a genuine strategic priority.”

  64. don’t forget the hashtag, Dimitar, we won’t be able to follow your comments.

  65. plays a huge role in brand as it speaks to org’s values & identity – crucial as role of biz in society evolves all around!

  66. Lets take it one stage back – Dimitar, what do we mean by sustainability in a brand context?

  67. i have a very sticky tweetchat tonight. heres our first topic, : Topic 1. What role does sustainability play in brand value?

  68. And so, our first topic, : Topic 1. What role does sustainability play in brand value?

  69. An so saying, I’m andrew thomas, publishing editor do communicate magazine. Welcome Dimitar, welcom all.

  70. A pleasure to be here – thank you for hosting this conversation!

  71. please feel free to join in, but its always nice to make your first tweet one of introduction.

  72. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  73. with us we have Dimitar Vlahov, , director of content development for . we’re talking sustainabiilty

  74. its 8 o clock, welcome to tonight’s

 

 

#CommsChat on sustainability

This week's chat

Next month marks the event of the year for sustainability communicators in London, the Sustainable Brands conference. Joining us on #CommsChat will be Dimitar Vlahov, director of content development for @sustainbrands. Some topics we’ll cover are;

  • What role does sustainability play in brand value?
  • How can sustainability foster innovation and product development?
  • Can a brand change consumer or internal behaviour around sustainability?
  • Does business need to make big changes or incremental ones to pursue sustainable goals?
  • What still remains to be done?

Join us! We tweet from @CommsChat and #CommsChat takes place from 8-9pm UK time – for worldwide times, go here. Anyone can take part in the discussion – simply follow the hashtag here or on Twitter. If you can’t make the chat or would like to revisit it, a transcript will go up on Tuesday morning.

We’d love to hear your suggestions for future topics for #CommsChat – get in touch with Brittany by email or Twitter if you’ve got ideas.

 

Transcript of #CommsChat on brand packaging

This week's chat

Last week we were joined by guests Barbra Wright (@woodandwarrior) and Hamish Campbell (@pearlfisherlive) who discussed the implications of packaging trademarks, design and brand in the food and beverages sector. The compelling discussion looked at everything from brand awareness and reputation to the changes in own-brand supermarket packaging. Take a look at the highlights below:

  • @chelsmeyer73 A2: the way food/drink is displayed in stores can overwhelm costumers with choices. You need to make your product stand out!
  • @WeAre7Degrees It’s a massive market so you need appealing packaging in order to stand out. That can be dome through design too.
  • @pearlfisherlive Another innovative use of color is not to use it at all. Brands are increasingly letting the beauty of products shine through
  • @pearlfisherlive The growing use of design in private label is an amazing thing. Don’t be afraid of disruption; it’s fuel for innovation
  • @Jingely The aesthetics will be the first (& determining) encounter of product by customer, even before consumption
  • @woodandwarrior yes, but if the product is rubbish the aesthetics fall down at first base and all that work is wasted

And the full hour