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Posts Tagged ‘Cone’

Cone CR Study: 93 Percent of Consumers Will Boycott for Corporate ‘Irresponsibility’


This week, Cone released the 2011 Cone/Echo Global CR Opportunity Study with findings showing that consumers are just as likely as ever to hold companies accountable for corporate social responsibility.

Among the findings, 93 percent of respondents said they would boycott a company for acting irresponsibly. And more than half (56 percent) said they have in the past year.

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Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Research: 80 Percent of Customers Will Opt-Out of a Purchase After Reading Negative Reviews Online

Results from the 2011 Cone Online Influence Trend Tracker are out, with the research finding that 80 percent of people will change their minds about making a purchase after reading a negative review online. Last year, that figure was 67 percent.

“Today’s marketers, no matter the product or service, must learn how to sway the conversation by connecting with those who have significant influence over their peers and will champion the brand message, said Cone president Bill Fleishman in a statement.

Eighty-seven percent of respondents also said they could be convinced of a purchase after reading a positive review.

Cone attributes the findings to a few factors including widespread access to the Internet, growing smartphone use, and the increased likelihood that consumers will seek out more information before making a big purchase because of tighter budgets. The Trend Tracker found that customers are 25 percent more likely to do online research before making a big purchase than last year.

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Burson Backlash Continues on the Firm’s Facebook Page

The backlash against Burson-Marsteller‘s botched media campaign for Facebook continues today with commenters piling on negative responses (in a variety of languages) on the firm’s Facebook page. Appropriate.

Comments not only express acrimony over the effort against Google, but also about news reported on Wired.com that a negative comment posted on Burson’s Facebook page had been deleted. According to a spokesperson who talked with Wired, the post will be put back and the page has received “a lot of profanity.”

The question now is how long the backlash will continue and who it will impact. Burson is an award-winning firm with lots of top international clients (including some controversial clients). But this episode has really angered a lot of people, including many in PR, largely because of how it reflects on the entire industry.

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Omnicom Net Income Increased Nearly 25 Percent in Q1

Omnicom Group, home to firms including Fleishman-Hillard, Ketchum, and Porter Novelli, reported a revenue increase of 23.6 percent for the first quarter of 2011. Net income was $201.9 million versus $163.4 million in Q1 2010.

Global revenue also increased 7.9 percent to $3.15 billion. Revenue totaled $2.92 billion for the first quarter of 2010. In the U.S., the increase was 3.8 percent to $1.65 billion versus about $1.6 billion year-over-year. Internationally, revenue increased 12.9 percent to nearly $1.5 billion. U.K. revenue increased 12.4 percent to $280 million.

PR contributed 9.1 percent to first quarter revenue, for a total of $286.4 million. That’s a year-over-year increase of 3.9 percent, with organic growth also rising 1.9 percent.

Firms that fall under the “specialty” category, including Cone in cause marketing and branding firm Interbrand, contributed $288.6 million to the revenue numbers, an 8.8 percent increase from Q1 2010 and an increase of 6.6 percent in the organic growth column.

Cone Entertainment Marketing Launches

Cone has launched an entertainment marketing group to handle talent negotiations, product integrations, events, and will offer services to match celebrities with causes. Cone Entertainment Marketing (CEM) will be led by firm SVP Mark Malinowski out of the Boston HQ. Danielle Benson is joining the team as an entertainment talent and media specialist based in Los Angeles.

CEM will work with existing clients as well as non-clients. Cone has worked with Sheryl Crow, Taye Diggs, Nancy O’Dell, and other celebs over the past year and a half.

Even With Cuts Looming, PR Is a Worthy Expense for Nonprofits

Although Congress continues to wrestle with the 2011 budget, there’s one element that seems certain: there will be cuts. According to the Washington Post, in order to avoid a complete government shutdown, there are talks of $30 billion in spending cuts, which is just half of what conservatives are asking for.

Nonprofits that depend on federal funding are feeling the pinch. Despite or because of the inevitable cuts, PR has become even more important.

“We don’t have the resources to pay lobbyists or to buy TV ads or things that perhaps a corporation or a wealthier organization might be able to do,” says Jennifer Rison, program coordinator with the Children’s Leadership Council (CLC), a coalition of about 60 advocacy groups.

The CLC has recently started working with a PR firm, Slowey/McManus Communications.

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Companies Thinking Small to Go Green

Starbucks has set a goal to make all of its coffee cups (one billion per year, says the New York Times) recyclable or reusable by 2015. To start, Starbucks launched a six-week pilot program that collected 6,000 pounds (!) of cups from 170 cafes and other retailers in Toronto and remade them into items that can be used for eating and drinking, showing that it can be done.

A cup seems like a small item, but earlier this month, Kimberly Clark announced Scott Naturals Tube-free toilet paper, which removed the cardboard tube from the middle of the roll, ultimately reducing that bit of waste.

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Online Networking Drives In-Person Networking

A study by ExactTarget and CoTweet finds that online social networking drives offline interaction. The two companies surveyed 1,506 consumers ages 15 and older in April and interviewed 44 people in March, finding that among those adults increasingly on Facebook, 27 percent said they meet people more often. Sixty percent said they meet people at the same level. Of those on Twitter more often, 46 percent say they meet people more.

Twenty-five percent of online consumers said they were sending more e-mails.

And, like yesterday’s study from Cone, this one also found that those who follow companies on social media are more likely to purchase.

Research: Social Media Users Follow Few Brands on Average

Findings from the 2010 Cone Consumer New Media Study show that while folks are spending a lot of time on social media they’re only clicking the “Like” or “Follow” buttons for a choice few brands. On average, consumers choose to “demonstrate affinity” for 4.6 companies.

The study also found that consumers expect some sort of perk for following a brand, such as a coupon or discount. They expect to find those perks on social networks (48 percent), mobile devices (20 percent), and even online games (12 percent).

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Timberland Pledges ‘Five in Five’

Photo: Yele Haiti and Sebastian Petion.

Clothing and accessories company Timberland has made a pledge to plant five million trees in the next five years – “five in five” – in China and Haiti, a continuation of the company’s reforestation efforts that goes back a decade.

The company says it will go above and beyond the five million mark with the “Timberland Earthkeepers Virtual Forest,” a Facebook app that will let visitors plant virtual trees and view other content. Activity in the virtual forest, which will be online through October 31, 2011, will prompt the planting of up to one million real trees.

In Haiti, Timberland has partnered with nonprofits Trees for the Future and the Yéle Haiti Foundation on Yéle Vert. Yéle Haiti and its founder, Wyclef Jean, met with controversy earlier this year over alleged mishandling of donations meant for Haitian earthquake relief.

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