De presentatie die David Langley van TNO gaf tijdens de masterclass Beyond Loyalty, over prosociality en slactivism.

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Beyond Loyalty
Enhancing online brand-related interaction
David Langley @DavidLangleyNL
iMMovator Cross Media Network Masterclass
25 September 2012, Hilversum

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Agenda
14.30 David Langley (TNO)
Critical factors for influencing online brand experience
15.30 Mark Woerde (Lemz)
Successful prosocial brands
16.00 Break
16.10 Group exercise: Your cases
17.20 Wrap-up and follow-up
17.30 Borrel

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Vision
For the first time in history there is connection between a mass of
people who may have similar values and opinions.
It’s easy to express an opinion
Watch a short film, play a game, like
It’s easy to bundle opinions
Attacking: aimed at changing organisations
Proactive: firms connect to the groundswell
The basis for a rich form of two-way communication
This is changing the nature of firm-consumer interaction
Major new opportunity for firms: consumers as ambassadors

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The empowered online consumer

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Activism
Energy-intensive = low numbers
Increasingly easy to marginalize

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Slacktivism
Feel-good factor
No impact

8. Online slacktivism
Over 100.000 Dutch people joined in online
As from this year all chocolate letters will be fair trade

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ProSociality
People are ProSocial when they are open, friendly and help others
Firms are ProSocial when they contribute to society through their
brand values
Marketing beyond Corporate Social Responsibility (CSR)
Pro-active: empower and engage online slacktivists

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The rise of social media

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van Deursen & van Dijk 2010/2011

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Social media has grown rapidly – today nearly 4 in 5 active Internet
users visit social networks and blogs
53 percent of active adult social networkers follow a brand (compared
to 32 percent who follow a celebrity)
Across a snapshot of 10 major global markets, social networks and
blogs reach over three-quarters of active Internet users
[Nielsen 2011]

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Drivers of loyalty are changing

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Keller & Lehmann, Marketing Science 2006

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What consumers think about firms that give back
to society

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What firms think about firms that give back to
society
76% of executives believe that corporate social responsibility
contributes positively to long-term shareholder value
55% of executives agree that sustainability helps their companies
build a strong reputation (McKinsey, 2010).

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Bhattacharya & Sen, Journal of Marketing 2003, and Currás-Pérez et
al, Journal of Business Ethics 2009:
Loyalty is strongest for firms which help consumers to satisfy
self-definitional needs
Identity similarity
Identity distinctiveness
Identity prestige
Identity knowledge
Identity coherence
Identity trustworthiness
Identity attractiveness

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Approaches to prosociality

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Different approaches to ProSociality
Empower
Enable
Contribute
Reducing
negative impact
CSR reporting
none

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1. CSR reporting

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2. Responsible: reducing negative impact

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3. Contributing

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3. Contributing

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4. Enabling
Since 2000, 25 countries have eliminated Maternal and Neonatal Tetanus (MNT)
MNT remains a major public health problem in 34 countries

27. 4. Enabling
iMMovator

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5. Empowering

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Critical success factors for
online prosocial initiatives
aimed at consumers

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Sen & Bhattacharya Journal of Marketing Research 2001:
Consumer-company congruence is not just product-related but also
determined by the CSR performance
“Research a variety of CSR initiatives and select those that enjoy
the highest and most widespread support among the company’s key
consumer segments.”
Consumers are more sensitive to negative information
Low-CSR support consumers sensitive to CSR-CA trade-off

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Torelli et al Journal of Consumer Research 2012
Evaluations of self-enhancement brands (Rolex, BMW) are reduced
by CSR-related terms (Welfare, recyclable, volunteer).
Different for openness or conservation brands (Apple, hand-made
toys)
Torelli et al Journal of Marketing 2012
Achieving consumer-company congruence across cultures is a
major challenge
Some values are related and enhance each other whereas some
values are incompatible with each other

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Schwartz and Boehnke (2004)

33. 32
Bigne et al European Journal of Marketing 2012
For brand-cause alliances, there is a difference between functional
fit (product attributes and cause objective) and image fit (e.g. Pepsi
Refresh Everything)
Image fit between brand and cause is used as a cue to evaluate
altruistic brand motivations and brand credibility

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Groza et al Journal of Business Ethics 2011

35. 34
Langley & van den Broek, Internet Politics and Policy 2010
Presenting evidence
of goals and
achievements to 0.310
potential participants
Scale of participation R2 0.435
Sharing personal
experiences with 0.503 -0.319
potential participants
0.530 Degree of behavioral R2 0.365
Sharing personal change
experiences
between participants
-0.062
Reducing effort
required to act

36. 35
Kim & Labroo Journal of Consumer Research 2011
Non-instrumental effort enhances perceived quality
Holds for customers focused on “incentive” value (getting the best
product)

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Langley, Aarts & Bijmolt working paper
Campaign characteristics
Impact on cause
Social Media drivers • Presenting evidence
• Stimulus to share
• Social activity
Impact
Content drivers
• Brand image
• ProSocial level of • Overall
campaign
• Social
• Congruence brand • Positional
(product) and cause • Environmental
- Purchase intention
Consumer motives
• Social benefits Participation
• Individual benefits - Intention to share
• Shared identity - Intention to participate

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The brands used in this research
Taken from Interbrand’s Top 100 Global Brands

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Social consumers value brands with empowering
campaigns
Interaction: Empowerment & Social self-image
Low Social Self-Image
High Social Self-Image
No Empowerment With Empowerment
Explanation: The brands with a ProSocial campaign that is
‘empowering’ have a stronger overall brand image for
consumers that have a high social self-image and a weaker
brand image for consumers with a low social self-image.

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Examples of how not to do it

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Rialto Bridge, Venice

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Group Discussions: Your cases

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26-9-2012 8:43
Your cases
1. Nicole Bakker, Hogeschool voor de Kunsten Utrecht: Interactie met studiekiezers
via sociale media op gang brengen. Hoe bereik je ze en hoe verbind je ze?
2. Jasper Brugman, Centrum Media & Gezondheid: Internet film/serie voor jongeren
(Sound Bytes). Hoe bereik je de jongeren en hoe breng je een discussie op
gang?
3. Gerard Kroon, Promomix: Dierenproducten rechtstreeds aan de consument
vermarkten. Maar hoe?
4. Vicky Kuyck, Media Academie: Kwaliteitenenquete gratis aanbieden, 'weet wat je
in huis hebt‘. Hoe matcht het met de waarden en behoeften van de deelnemers?
5. Oscar Langerak, VideoWerkt: Platform voor ICT onderwijs. Hoe beverdert dit
imago, zichtbaarheid en cohesie?
6. Julien Scholte, Eisma Businessmedia: Online zichtbaarheid van een tijdschrift
voor jongeren verhogen. Welke toegevoegde waarde kan sociale media bieden?
7. Monique van der Woude, Challenge: Crowdfunding voor een videoproject. Hoe
bereik je de massa en hoe krijg je ze zover om daadwerkelijk geld over te maken?

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Group discussions: your cases
5 minutes pitch
25 minutes discussion:
What are the social/societal values of the brand?
Who is the target group and what are their values? Is there a
match?
What is an appropriate prosocial level (responsible, contributing,
enabling, empowering)?
Two main solutions to problem?
Two main challenges which still need solving?
Short presentations: 5 minutes per group

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Wrap-up & Follow-up

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Main take-aways
Social media are not just another channel
Two-way communication
Consumers can contribute
Being prosocial may strengthen brands’ relationship with consumers
When it works, consumers become ambassadors
Not suitable for all brands
There are different forms of prosociality: from reporting to empowering
Developing a strategy for enhancing online interaction:
Search for matching brand / consumer values
Adopt appropriate level of prosociality
This is a lively research topic and ongoing research will identify more
best practices and success factors

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Technology cluster & Cofinance project
TNO is interested continuing knowledge dissemination and research
on this topic:
Strengthening consumer-company identity via social media
Two options:
A technology cluster for sharing TNO’s knowledge
A network of organisations with a similar requirement for TNO
knowledge
Minimum 5 SMEs
Total costs for SMEs: €5k
A cofinance project for developing new knowledge
New research ideas
SMEs and large firms eligible
Costs vary