WHAT MATTERS GETS MEASURED How the right data can take your brand from good to great! B:CIVIC OCTOBER 2018
PRESENTED BY: www.gocatalist.com @BrittanyHHill Brittany Hill BRITTANY HILL Chief Executive Officer at Catalist bhill@gocatalist.com
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W H AT D O C AT E R P I L L A R S H A V E T O D O W I T H C S R, H O W D O C UP SU TRO PM OES RE S OI R N S2 O0 C1 I8 A L I M PA C T? F E E L A B O U T G I V I N G AT P O I N T - OF-SALE? POS Giving: Progressing and Prospering 5
W H AT I F T H E Y N E V E R B E C A M E W H AT T H E Y W E R E M E A N T T O B E? POS Giving: Progressing and Prospering 6
D O I N G G O O D I S N O L O N G E R G O O D E N O U G H POS Giving: Progressing and Prospering 7
W H AT I F PATA G O N I A S T O P P E D AT G I V I N G 1 % O F S A L E S O R 1 0 % O F P R O F I T S T O S O C I A L C A U S E S --- B A C K I N T H E 8 0 s? POS Giving: Progressing and Prospering 8
T H E Y W O U L D N T: H a v e a 4. 5 % a t t r i t i o n r a t e, c o m p a r e d t o t h e i n d u s t r y a v e r a g e o f 2 0 % H a v e f o u n d e d t h e S u s t a i n a b l e A p p a r e l C o a l i t i o n B e c o m e o n e o f t h e f i r s t C A - b a s e d B - C o r p o r a t i o n s T u r n e d t h e a d i n d u s t r y o n i t s h e a d w i t h D o n t B u y O u r J a c k e t s c a m p a i g n, t r i p l i n g i t s p r o f i t s o v e r t h e l a s t 5 y e a r s w i t h Q 1 e a r n i n g s u p 2 4 % POS Giving: Progressing and Prospering 9
W H AT I F C V S S T O P P E D AT S I M P LY G I V I N G A W AY M I L L I O N S O F D O L L A R S T O B L U E - C H I P N O N P R O F I T O R G A N I Z AT I O N S? POS Giving: Progressing and Prospering 10
T H E Y W O U L D N T: B e c o m e t h e f i r s t a n d o n l y p h a r m a c y t o s t o p t h e s e l l o f a l l t o b a c c o p r o d u c t s R e v e n u e s h a v e i n c r e a s e d c o n s i s t e n t l y s i n c e t h e n, r i s i n g b y 2. 7 5 % i n Q 1 2 0 1 8 B e c o m e t h e f i r s t U S - b a s e d p h a r m a c y c h a i n s t o j o i n t h e U n i t e d N a t i o n s G l o b a l C o m p a c t 1 6 % r e d u c t i o n i n c a r b o n i n t e n s i t y a c h i e v e d t h r e e y e a r s a h e a d o f s c h e d u l e POS Giving: Progressing and Prospering 11
T H E Y C O U L D N T H A V E D O N E A N Y O F T H I S W I T H O U T M E A S U R E M E N T POS Giving: Progressing and Prospering 12
H O W M U C H S H O U L D I R E A L LY PAY AT T E N T I O N T O S O C I A L I M PA C T M E A S U R E M E N T? L E T S A S K T H E E X P E R T S POS Giving: Progressing and Prospering 13
86% of consumers say it s important to understand the social impact of the brands they shop with and support. S o u r c e : 2 0 1 8 I s s u e R e v o l u t i o n, C a t a l i s t
Beyond ROI, we need to see IOI IMPACT ON INVESTMENT. -Christy Duncan Anderson Albertson s Executive Director The Albertson s Companies Foundation and the Safeway Foundation
The reputational value of corporate responsibility can account for 7 to 11% of a firm's overall value, and corporate responsibility can provide risk protection of 4 to 7% of sales. Source: IO Sustainability and Babson College Curated CR Study
We seek to measure the success and evaluate results of every Foundation partnership leveraging data to make the most meaningful impact for the partnerships that we bring to life. -Julia Gin Associate Director of Community Involvement Mondelez International Vice President, Mondelez International Foundation
90% of executives understand the importance of employee engagement, yet only 50% understand how to address the issue. Source: Dupress, Employee Engagement Strategies
If we don t exceed our impact targets, we have a problem on our hands. The C- level suite is committed to keeping employee engagement high, and consistently measuring that over time. -Reed Bundy Director of Corporate Citizenship Suffolk Construction
B U T, W H AT S H O U L D I B E M E A S U R I N G? POS Giving: Progressing and Prospering 20
SOCIAL IMPACT KPI CHECKLIST INTERNAL Talent Consumers EXTERNAL Time spent per partner Core competencies against goals Perception & sentiment Engagement & actions Preferences Constituents Demographics/Psychographics Engagement & Affinities Key Influencers Campaigns Coverage Performance Engagement Assets Curated Leveraged Valued Partners Support Sales Lift Media and Specific Community Impact Performance $/Partner Historical data Satisfaction & Retention Community Impact Industry data & trends POS Giving: Progressing and Prospering 21
PARTNERSHIP MEASUREMENT Step One: Establish Benchmarks Measure the before and after to truly determine behavior, environmental, socio-political or societal change.
PARTNERSHIP MEASUREMENT Step Two: Measure 1 from 3 Measure 1 NEW metric from ALL 3 areas of your triple bottom line Mission-Served Economic Impact Value Chain Planet Consumers Employees Shareholders People Profit Sales Brand HR
PARTNERSHIP MEASUREMENT Step Three: Assign Value Who cares if you ON YOUR STAKEHOLDERS? supported 1 million people this year? ON THE GREATER COMMUNITY? What impact did that have ON YOUR BOTTOM LINE?
H O W C A N M E A S U R E M E N T I M PA C T M Y A C T I O N S? POS Giving: Progressing and Prospering 25
USE CASE VIACOM - 2018
Goals: Determine the effectiveness of employee day of service Measure which stakeholders were most involved What did employees enjoy most about the day What was the company s return on investment of the various activities around Viacommunity Day Key Outcomes: Viacom witnessed an average 3x return on their commitment to Viacommunity Day Viacommunity Day participants felt 99% positive about the service day The Latino community was heavily engaged in Viacommunity Day Viacom realized only 3 out of 10 networks were actually participating
USE CASE HARRY S - 2018
WE ARE COMMITTED TO GIVING We built Harry s with one simple belief: everyone deserves a great shave at a fair price. And, our fundamental belief in fairness and equality extends to our commitment to giving. At Harry s, we care deeply about people and progress, and we strive to incorporate our humanity-forward values into all aspects of our business to both embody and foster the change we wish to see in the world. Harry s gives 1% of our sales, and a lot of our time to charitable organizations and causes. Because it s just the right thing to do.
Catalist analyzed Harry s social followers across Twitter and Instagram. We uncovered data from a total segment of 22,666 participants who were available for analysis. MEET HARRY A guy who is highly influential, a super shopper and passionate about basic human rights. 19x * More influential than the average consumer 62% Have an affinity for premium brands 3x * More likely to purchase corporate men attire 2x * More likely to purchase beauty products, furniture & accessories and running gear Most Loved Causes 1. Human Rights 2. Public Policy 3. Health (HIV/AIDS) 4. Hunger 5. Community Development Most Loved Organizations 1. ACLU 2. Change.org 3. Girl Scouts of America 4. Product (RED) 5. Electronic Frontier Foundation 6. Feeding America 7. James Beard Foundation 8. Cato Institute 9. Planned Parenthood 10. GLAAD 42 3 35 1.5x Average Age *more than the average consumer # of social networks % that are married More likely to be a Millennial
H A R R Y S C A S E S T U D I E S : Shave with Pride CALM Key Results: - Donated $130,000 to GLAAD and other LGBTQ+ organizations - 142 million impressions with placements highlighting various aspects of the campaign from the Shave With Pride set and 100% give-back Key Results: - Donated over $100,000 to Campaign Against Living Miserably - 34% more people reaching out for help
Q&A bhill@gocatalist.com
PRESENTED BY: www.gocatalist.com @BrittanyHHill Brittany Hill BRITTANY HILL Chief Executive Officer at Catalist bhill@gocatalist.com