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Slide 1: Organic Exchange, London 10 June 2008: “Competing on Transparency”
Slide 2: Transparency What is it? Why is it happening? What does it mean for your business? Who is affected? How should you respond? 2 © Copyright Glasshouse Partnership
Slide 3: 1. What is Transparency? “ Improving the flow of relevant information, to empower stakeholders to make better decisions” (thereby enabling more sustainable relationships) 3 © Copyright Glasshouse Partnership
Slide 4: 2. Why? Drivers doubt regulation risk Enablers infomediaries standardisation accountability Accelerators social web process brands integrity Anticipate Social Issues 4 © Copyright Glasshouse Partnership
Slide 5: 3. What? Revenue Product advocacy Flexible brands Category innovation Relationships Co-creation . Supply-chain collaboration Stakeholder Endorsement Reputation Shopper Engagement Backstory Promotion Corporate Branding Embrace Corporate Marketing 5 © Copyright Glasshouse Partnership
Slide 6: 4. Who? Industries Globalised Mature Shopper-led Brands Ethical High involvement Relationship-seekers Communities Educated Civically engaged Info-seekers Understand Stakeholders’ Decision-making 6 © Copyright Glasshouse Partnership
Slide 7: 5. How? Strategy Vision Mission Values Planning Social Insight Materiality Brand Story Campaigning Social marketing Sustainability Internal marketing Build your ‘Brand Assurance’ plan 7 © Copyright Glasshouse Partnership
Slide 8: How 2: The 5 Critical Success Factors 1.Anticipate stakeholders’ decision needs 2.Identify the most critical touchpoints 3.Decide you to differentiate your ‘data’ 4.Tell your brand story 8 © Copyright Glasshouse Partnership
Slide 9: THINK MULTISTAKEHOLD ER Who needs information disclosure from you? Informa tionneeds What information do they need to make decisions? (info/endorsement) Touchpoi nts Datavalue-add Brand Backstory Where do they search for and access that information? (tools/locations) How can you add value to data at these decision-points? (colour/texture) How can you tell your brandstory to build better relationships? (stories/images) Supplie rs [Processors] [Input providers] Cust omers [Shoppers] [Consumers] Investors [Funds] [Individuals] Civil Socie t y [Standard-setters] [Activists] 9 © Copyright Glasshouse Partnership
Slide 10: 5 Critical Success Factors 1.Profile stakeholders’ decision needs 2.Identify critical touchpoints 3.Decide how to differentiate your data 4.Tell your brand story 5. Connect the knowledge-based conversations 10 © Copyright Glasshouse Partnership
Slide 11: Stakehol der cl uster Who needs information disclosure from you? CONNECTING CONVERSATIONS… What information Where & how do they How can you add How can you tell your do they need to make decisions? (info/endorsement) search for and access that information? (tools/locations) value to data at these decision-points? (colour/texture) brand story to build better relationships? (stories/image/vircal) Informat Touch ion poi nts needs Data value-add Brand backstory Suppliers [Processors] [Input providers] Customers [Shoppers] [Consumers] Investors [Funds] [Individuals] Civil Society [Standard-setters] [Activists] Wh a t a r e th eir c om m on k n ow led g e n eed s? H ow w ell a r e y ou a d d r essin g th em ? Wh ich a r e th e cr itica l k n ow led g eh u b s? Wh a t t ools c ou ld en a b le b e t t e r f low b etween th em ? Wh a t a r e s t a k e h old e rs’ a ccess/ u sea b ility ex p ecta tio n s ? H ow can m ak e y ou r k n ow led g e v ir a l? Wh ich p iec e s of y ou r brand s t or y a r e m os t r elev a n t? H ow ca n y ou lin k k n ow led g e b a ck to y ou r brand? 11 © Copyright Glasshouse Partnership
Slide 12: 1. Understand the stakeholder’s decision-flow… Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy Brand Activism 12 © Copyright Glasshouse Partnership
Slide 13: 1.1 Identify critical knowledge-needs… Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy Why does this brand exist? How do I find out more? Why is it relevant to me? How will it improve my life? Why should I act now? How does it perform over time? Why should I get more involved? How do I get involved? Brand Activism 13 © Copyright Glasshouse Partnership
Slide 14: 1.1 Identify critical knowledge-needs… Anticipation of future impact Category information Functional information Design information Ethical information Logistical information Provenance information Environmental information Social information Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy Why does this brand exist? How do I find out more? Why is it relevant to me? How will it improve my life? Why should I act now? How does it perform over time? Why should I get more involved? How do I support this brand? Brand Activism Engagement with past history 14 © Copyright Glasshouse Partnership
Slide 15: 2. Understand your key touchpoints… Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy Brand Activism 15 © Copyright Glasshouse Partnership
Slide 16: 2.1 Map your key touchpoints… Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy gin g do or re W oM W eb go s dc a Br oa ls st Pr int I nsto be ka Pa c O ut Lo La 16 © Copyright Glasshouse Partnership
Slide 17: 2. Map your key touchpoints? Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy gin g do or re W oM W eb go s dc a Br oa ls st Pr int 17 © Copyright Glasshouse Partnership I nsto DM be ka Pa c O ut Lo La
Slide 18: 2.1 Drive information to the point of decision Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy gin g do or re W oM W eb go s dc a Br oa ls st Pr int 18 © Copyright Glasshouse Partnership I nsto DM be ka Pa c O ut Lo La
Slide 19: 3. Understand where you can add value to your data… Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy Brand Activism 19 © Copyright Glasshouse Partnership
Slide 20: 3.1 Add value to your ‘data’… Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy tio n led ge To o ls e Ca us es ide nc rie s ign Ca m 20 © Copyright Glasshouse Partnership ta Da igh ts or ma Kn ow Inf Ev Ins Sto pa s
Slide 21: 3. Add value to your ‘data’? Awareness Consideration Involvement Preference ‘Purchase’ Reinforcement Engagement Advocacy tio n led ge e rie s ide nc ols se s ign Ca m 21 © Copyright Glasshouse Partnership ta Da igh ts or ma Kn ow Inf Ev Ca u To Ins Sto pa s
Slide 22: 4. Understand what brand story you are telling with Organic? Environmental Individual Collective Social 22 © Copyright Glasshouse Partnership
Slide 23: 4. cont’d Understand what brand story you are telling with Organic? Environmental Guilt-free Individual Purity Healthy Naturalness Collective Back to nature Social 23 © Copyright Glasshouse Partnership
Slide 24: 4.1 Think how Organic meshes with your own brand story? Environmental M& S ? nA Pl a Individual ? li t y a Qu S Look behind the label Collective M& Social 24 © Copyright Glasshouse Partnership
Slide 25: 4. 2 What brand story are you telling with Organic? Environmental The corporate marketing gap Individual The connectivity gap The transparency gap Collective Social 25 © Copyright Glasshouse Partnership
Slide 26: 5. Knowled TouchConnecting ge- needs poi nts Knowledge… Who needs information disclosure from you? What knowledge do they need to make decisions? (info/endorsement) Where do they search for and access that information? (tools/locations) Knowledg e-valueadd How can you add value to knowledge at these decision-points? (colour/texture) Brand Backstory How can you tell your brandstory to build better relationships? (stories/images) Supplie rs [Processors] [Input providers] Cust omers [Shoppers] [Consumers] Investors [Funds] [Individuals] Civil Socie t y [Standard-setters] [Activists] 26 © Copyright Glasshouse Partnership
Slide 27: Speaker biography Tim Kitchin, Partner Tim Kitchin is a broad-based brand communications expert with extensive experience of CSR, environmental and policy-making arenas. His passion is to help organisations develop more sustainable stakeholder relationships. Tim is a founding partner of stakeholder marketing specialists, Glasshouse Partnership, and an associate senior adviser to ethical thinktank AccountAbility, His is also member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards. Tim was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative and was special editor of the journal of brand management for its first issue on CSR. He was a co-author of ‘managing corporate reputations’ and ‘Beyond Branding’ (both Kogan Page). Contact: timk@glasshousepartnership.com 27 © Copyright Glasshouse Partnership