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Aristotle Shops @WalMart | CSR, Ethics & Community

Event Interactive 2012
Format Dual
Organizer Kyle Flaherty – BreakingPoint Systems
Speakers
  1. Kyle Flaherty – BreakingPoint Systems
  2. Alex Hahn – Vox Global
Description Aristotle is known for his establishment of what we consider "value ethics" and five years ago Aristotle would NOT have stepped foot into a Wal-Mart. At the time the company was under fire from environmental and labor groups. In fact, a 2004 report found that between 2 and 8% of Wal-Mart’s customers had stopped going to their local Supercenter because of the negative press they had heard about the chain. Today, Aristotle would be a Wal-Mart greeter, or perhaps manage its online community. What happened? The company changed their vision when CEO H. Lee Scott Jr. launched a massive Corporate Social Responsibility (CSR) campaign to, in his words, “…create a better story”. CSR can take many shapes, from environmental to socioeconomic, and it often can grow revenue and profits. CSR has also become a main marketing vehicle for establishing communities, online and offline, centered around the company. Though not every company has the size, reach and resources of a Wal-Mart, all companies need to consider how CSR can help build and strengthen online and offline communities. This session will dive into how to build CSR programs and use them to help build online and offline communities.
Questions
Answered
  1. How can you implement CSR best practices to build your community?
  2. What can be learned from Wal-Mart, GE, AT&T, and others?
  3. What can go wrong when CSR is not implemented correctly and the community bites back?
  4. How should community managers be involved with CSR campaigns?
  5. What pitfalls should you avoid when involving the community in CSR campaigns?
Level Intermediate
Category Branding / Marketing / Advertising
Tags community building, corporate responsibility, social responsibility
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