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World MS Day Social Listening Case Study | July 2014

The document details the story of Zara Gretti, a young Nigerian-American singer who battled multiple sclerosis and documented her experience on social media. It highlights her influence within the MS community and discusses the potential for patient education and engagement to impact lives. Zara's journey is marked by her creativity and resilience until her passing in 2014, raising questions about the role of social media in healthcare narratives.

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J U L / 2 0 1 4 A S O C I A L L I S T E N I N G C A S E S T U D Y 28 # s p e a k p e o p l e T W E N T Y - E I G H T A LIFE TO LOVE AND HATE
Imagebythesantuaries.org Z A R A G R E T T I “ I LO V E A N D H AT E M Y L I F E .” @ZaraGretti / Twitter
T H E S E A R E D A T E S # s p e a k p e o p l e J U L / 3 0 / 1 9 8 5 F E B / 1 0 / 2 0 1 4 M A R / 2 7 / 2 0 1 4 M A R / 2 8 / 2 0 1 4 A P R / 0 4 / 2 0 1 4 X X X / X X / 2 0 1 2
J U L / 3 0 / 1 9 8 5 F E B / 1 0 / 2 0 1 4 M A R / 2 7 / 2 0 1 4 M A R / 2 8 / 2 0 1 4 A P R / 0 4 / 2 0 1 4 X X X / X X / 2 0 1 2 # s p e a k p e o p l e T H E S E A R E D A T E S . . . Imagebythesantuaries.org . . . W I T H M E A N I N G .
28 S O C I A L L I S T E N I N G UNCOVERED MANY PATHS LEADING TO J U L 2 0 1 4 S O C I A L L I S T E N I N G C A S E S T U D Y ZARA GRETTI # s p e a k p e o p l e
S E A R C H Q U E R Y S O C I A L L I S T E N I N G # s p e a k p e o p l e P H R A S E : “ m u l t i p l e s c l e r o s i s ” G E O L O C A T I O N : “ a l l ”
28F I N D I N G S S O C I A L L I S T E N I N G Po p u l a r P h r a s e s S e a r c h R e s u l t s :
28E x t r a c t e d E n t i t i e s S e a r c h R e s u l t s : F I N D I N G S S O C I A L L I S T E N I N G
F I N D I N G S S O C I A L L I S T E N I N G # s p e a k p e o p l e M S C o m m u n i t y M o s t U s e d M e d i a : T W I T T E R T w i t t e r B u r s t s ( d a t e s o f u n u s u a l l y h i g h a c t i v i t y ) ( 3 ) T W I T T E R B U R S T S B E T W E E N M A R / 1 6 a n d A P R / 0 1 / 2 0 1 4 D a t e o f h i g h e s t T w i t t e r B u r s t : M A R / 2 8 / 2 0 1 4
N E X T S T E P : M A N U A L S E A R C H 28T h e m a j o r i t y a n d m o s t a u t h o r i t a t i v e s o c i a l m e d i a e n g a g e m e n t w i t h i n t h e M S c o m m u n i t y w a s a b o u t : 1 . Z A R A G R E T T I ( s i n g e r ) 2 . B C I D E ( a r a p p e r w i t h M S ) 3 . N E W M S A P P ( f r o m C l e v e l a n d C l i n i c ) F I N D I N G S s u m m a r y S O C I A L L I S T E N I N G
# s p e a k p e o p l e M a i n m a n u a l s e a r c h f o c u s : Z A R A G R E T T I ( s i n g e r ) m a n u a l s e a r c h S O C I A L L I S T E N I N G
# s p e a k p e o p l e w h y z a r a g r e t t i ? S O C I A L L I S T E N I N G
Z A R A G R E T T I Zara is a popular, young Nigerian-American singer who expresses herself through dance, theatre, fashion, and music. Imagebythesantuaries.org Z A R A H A S M U L T I P L E S C L E R O S I S
“ y o u m e a n m s , m o s t s p e c t a c u l a r . . . . ” - z a r a Imagebythesantuaries.org “ I T ’ S T H E E N D O F T H E W O R L D A S W E K N O W I T A N D I ’ M S T I L L F I N E .” - Z a r a
28J U L / 2 0 1 4 Z A R A ’ S M S J O U R N E Y WAS CHRONICLED ON SOCIAL MEDIA # s p e a k p e o p l e S O C I A L L I S T E N I N G C A S E S T U D Y
Z A R A ’ S S O C I A L R E A C H & FOLLOWING F a c e b o o k L i k e s / 2 0 , 8 4 6 S o n g s P l a y e d / 1 0 , 3 7 6 W i d g e t I m p r e s s i o n s / 2 4 5 , 6 5 5 T o t a l F a n s / 4 8 , 1 1 7 T w i t t e r F o l l o w e r s / 2 4 , 8 9 8 Source: www.reverbnation.com/ZaraGretti # s p e a k p e o p l e I n s t a g r a m F o l l o w e r s / 1 , 1 5 2 T o t a l # o f T w e e t s / 8 9 , 7 5 8
D A T E S W I T H M E A N I N G L E T ’ S R E V I S I T # s p e a k p e o p l e
# s p e a k p e o p l e Z A R A G R E T T I 1 9 8 5 - 2 0 1 4 J U L / 3 0 / 1 9 8 5 : Z a r a E n t e r s t h e Wo r l d F E B / 1 0 / 2 0 1 4 : Z a r a ’s L a s t I n t e r v i e w M A R / 2 7 / 2 0 1 4 : Z a r a ’s L a s t Tw e e t M A R / 2 8 / 2 0 1 4 : Z a r a L o s e s B a t t l e w i t h M S A P R / 0 4 / 2 0 1 4 : Z a r a i s L a i d t o R e s t X X X / X X / 2 0 1 2 : S t a r t s S o c i a l M e d i a O u t r e a c h Image by thesantuaries.org
28 F E B / 1 0 / 2 0 1 4 BehindtheScenesVideofromInterviewbyOso forthesanctuaries.orgonFebruary10,2014 Z A R A ’ S L A S T I N T E R V I E W # s p e a k p e o p l e C L I C K T O P L AY V I D E O
I love and hate my life M A R / 2 7 / 2 0 1 4 # s p e a k p e o p l e Imagebythesantuaries.org Z A R A ’ S L A S T T W E E T @ZaraGretti / Twitter
M A R / 2 8 / 2 0 1 4 Imagebythesantuaries.org Z A R A W A S O N L Y 2 8 - Y E A R S - O L D . Sadly, Zara Gretti Loses Her Battle with MS on March 28, 2014. # s p e a k p e o p l e
2 8 A P R / 0 4 / 2 0 1 4 # s p e a k p e o p l e Z A R A W A S L A I D T O R E S T I N P E A C E .
S E P T / 0 1 / 2 0 1 4 Z A R A ’ S S T O R Y W I L L B E T O L D
28 W H A T I F Y O U W E R E L I S T E N I N G ? WOULD ZARA’S STORY BE DIFFERENT? I F S O , H O W ?
# 1 : Z a r a ’s s o c i a l m e d i a s h o w e d t h a t w h i l e Z a r a w a s r a i s e d i n t h e U S , t h e c u l t u r e a n d b e l i e f s o f h e r N i g e r i a n r o o t s i n f l u e n c e d h e r t r e a t m e n t a n d t h e r a p y d e c i s i o n s TA K E A M O M E N T TO L I S T E N TO A S O U N D B I T E F R O M Z A R A’ S L A S T I N T E R V I E W : < n e x t s l i d e > # s p e a k p e o p l e w h y z a r a g r e t t i ? S O C I A L L I S T E N I N G
28 F E B / 1 0 / 2 0 1 4 BehindtheScenesVideofromInterviewbyOso forthesanctuaries.orgonFebruary10,2014 # s p e a k p e o p l e C L I C K T O P L AY V I D E O“ L E T ’ S G O T O H E A V E N T O G E T H E R ”- Z a r a
S O U L I D A R I T Y / / R E S I L I E N C E w i t h Z A R A G R E T T I 0 1 . S O U N D B I T E S / / 0 2 . 0 3 . 0 4 . 0 5 . I t ’ s t h e e n d o f t h e w o r l d a s w e k n o w i t . A n d I ’ m s t i l l f i n e . C u t o f f y o u r h a i r . I t ’ s . . . . . . d i a g n o s e d w i t h M S , “ m o s t s p e c t a c u l a r . ” T h a t ’ s f i n e , I ’ l l d i e . W e a l l d i e . Z a r a G r e t t i ’ s f a n s h a t e M S . C L I C K A N Y T O P L AY S O U N D B I T E S # s p e a k p e o p l e F a i l u r e ’ s n o t a n o p t i o n . Z A R A I N T E R V I E W
28 J A N / 2 0 1 4 @zaragrettiInstagramPost//Jan2014 # n a t u r a l A f r i c a n Tr e a t m e n t
28# 2 : Z a r a w a n t e d t o s h a r e h e r s t o r y. S h e w a n t e d t o i n s p i r e o t h e r s . H E R S TO R Y C O U L D B E 1 , 0 0 0 OT H E R M S PAT I E N T ’ S S TO R Y. S H E H A D T H E P OT E N T I A L TO P O S I T I V E LY I N F L U E N C E A N D E D U C AT E T H O S E W I T H I N T H E M S C O M M U N I T Y. # s p e a k p e o p l e w h y z a r a g r e t t i ? S O C I A L L I S T E N I N G
28 F E B / 2 0 1 4 @zaragretti Instagram Post // Feb 2014 “ I H AV E S O M U C H F O R A L L TO H E A R ”
28 F E B / 2 0 1 4 @zaragretti Instagram Post // Feb 2014 H O W D O E S I T F E E L ?
28 F E B / 2 0 1 4 @zaragretti Instagram Post // Feb 2014 “ S M I L E A N D N O B O DY W I L L K N O W Y O U R L I F E H U R T S .”
28 W H Y Z A R A G R E T T I ? # 3 : Yo u h a v e t o a s k y o u r s e l f t h e q u e s t i o n : C O U L D P R O P E R PAT I E N T E D U C AT I O N A N D E N G A G E M E N T H AV E S AV E D Z A R A’ S L I F E ?
28 F E B / 2 0 1 4 @zaragretti Instagram Post // Feb 2014 “ S H O W M E W H AT Y O U A R E A B L E TO D O ”
M A R / 2 7 / 2 0 1 4 @zaragretti // Twitter “ I l o v e a n d h a t e m y l i f e .” - Z a r a
28C O N S I D E R T H I S . . .
28 L I F E B U O Y U N I L E V E R B R A N D HOW SOCIAL MEDIA HELPED ONE CHILD REACH AGE 5 B E F O R E W E C O N T I N U E TA K E A M I N U T E TO W ATC H T H E V I D E O O N T H E N E X T S L I D E # s p e a k p e o p l e
L I F E B U O Y U N I L E V E R B R A N D HOW SOCIAL MEDIA HELPED ONE CHILD REACH AGE 5
UNILEVER: SOCIAL GOOD = BOTTOM LINE 20 MORE CHILDREN UNDER THE AGE OF FIVE HAVE DIED BECAUSE OF DIARRHEA AND PNEUMONIA IN THE TIME IT TOOK YOU TO WATCH THAT VIDEO THE NUMBERS ARE BIG BUT THEY ARE NOT ENOUGH. Samir Singh, global brand vice president at Unilever, explained that 1.7 million children, a number equivalent to 20 jumbo jets full of children under the age of five crashing every day, die every year of these conditions. But, those numbers become statistics. Dr, Myriam Webster, global social mission director, Unilever, said “they remain numbers.” It’s stories that change minds. THEY HAVE BOTH SOCIAL AND BUSINESS GOALS. For Unilever, the Lifebuoy brand and its good work aren’t about charity or one-off PR opportunities. They’re about changing behaviors to both do good for society and good for the company. Soap saves lives. Selling more soap builds bottom lines.
UNILEVER: MARKETING THAT EARNS CHANGE UNILEVER ALREADY SUPPORTS THE LARGEST PUBLIC HYGIENE CAMPAIGN IN THE WORLD. THEIR AMBITION IS TO REACH 1 BILLION PEOPLE. To accomplish that, they focus in on connecting with mothers at times of high anxiety about hygiene. Times like back to school, change of seasons, and around festivals where people gather and congregate. In one powerful example, they stamped 5 million roti with a soap washing reminder at Kumbh Mela 2013 in Allahabad, India, where a 100 million visitors pass through.
BRAND BUILDING IS EVOLVING WITH BIG IDEAS & CAPTIVATING STORYTELLING
STENGEL: BIG SHIFTS ARE CHANGING OUR INDUSTRY Jim Stengel, CEO of the Jim Stengel Company and former P&G CMO, believes great work means having a big brand idea, creating a story and telling it, and being the kind of organization that has something to say. A single idea people think about when they think about your brand, one that’s rooted in a universal truth, is authentic to the brand, and starts with a defined purpose. #1BIG BRAND IDEAS Share stories that are authentic and rewarding. Those can be stories that the brand tells or ones it’s audience does. #2TOLD IN GREAT STORIES Jim believes talent and organizational energy are the new competitive advantage. Creating that starts with engaging everyone with a purpose. #3BY ENERGIZED TEAMS JUST 13% OF EMPLOYEES AROUND THE WORLD FEEL ENGAGED AT WORK TODAY. THAT’S A HUGE GAP BECAUSE COMPANIES WITH HIGHER ENGAGEMENT HAVE 22% HIGHER PROFITABILITY. (Gallop)
28S O A S K Y O U R S E L F A G A I N , W H A T I F Y O U W E R E L I S T E N I N G ? CHANGE OUTCOMES.
Imagebythesantuaries.org “ Yo u m e a n M S , m o s t s p e c t a c u l a r. . .” - Z a r a Z A R A G R E T T I
2 Imagebythesantuaries.org “ Z A R A G R E T T I ” M a r g a r e t - M a r y J o s e p h H O W E V E R L O N G T H E N I G H T T H E D A W N W I L L B R E A K . A f r i c a n P r o v e r b 30 July 1985 - 28 March 2014 # s p e a k p e o p l e

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World MS Day Social Listening Case Study | July 2014

  • 1.
    J U L/ 2 0 1 4 A S O C I A L L I S T E N I N G C A S E S T U D Y 28 # s p e a k p e o p l e T W E N T Y - E I G H T A LIFE TO LOVE AND HATE
  • 2.
    Imagebythesantuaries.org Z A RA G R E T T I “ I LO V E A N D H AT E M Y L I F E .” @ZaraGretti / Twitter
  • 3.
    T H ES E A R E D A T E S # s p e a k p e o p l e J U L / 3 0 / 1 9 8 5 F E B / 1 0 / 2 0 1 4 M A R / 2 7 / 2 0 1 4 M A R / 2 8 / 2 0 1 4 A P R / 0 4 / 2 0 1 4 X X X / X X / 2 0 1 2
  • 4.
    J U L/ 3 0 / 1 9 8 5 F E B / 1 0 / 2 0 1 4 M A R / 2 7 / 2 0 1 4 M A R / 2 8 / 2 0 1 4 A P R / 0 4 / 2 0 1 4 X X X / X X / 2 0 1 2 # s p e a k p e o p l e T H E S E A R E D A T E S . . . Imagebythesantuaries.org . . . W I T H M E A N I N G .
  • 5.
    28 S O CI A L L I S T E N I N G UNCOVERED MANY PATHS LEADING TO J U L 2 0 1 4 S O C I A L L I S T E N I N G C A S E S T U D Y ZARA GRETTI # s p e a k p e o p l e
  • 6.
    S E AR C H Q U E R Y S O C I A L L I S T E N I N G # s p e a k p e o p l e P H R A S E : “ m u l t i p l e s c l e r o s i s ” G E O L O C A T I O N : “ a l l ”
  • 7.
    28F I ND I N G S S O C I A L L I S T E N I N G Po p u l a r P h r a s e s S e a r c h R e s u l t s :
  • 8.
    28E x tr a c t e d E n t i t i e s S e a r c h R e s u l t s : F I N D I N G S S O C I A L L I S T E N I N G
  • 9.
    F I ND I N G S S O C I A L L I S T E N I N G # s p e a k p e o p l e M S C o m m u n i t y M o s t U s e d M e d i a : T W I T T E R T w i t t e r B u r s t s ( d a t e s o f u n u s u a l l y h i g h a c t i v i t y ) ( 3 ) T W I T T E R B U R S T S B E T W E E N M A R / 1 6 a n d A P R / 0 1 / 2 0 1 4 D a t e o f h i g h e s t T w i t t e r B u r s t : M A R / 2 8 / 2 0 1 4
  • 10.
    N E XT S T E P : M A N U A L S E A R C H 28T h e m a j o r i t y a n d m o s t a u t h o r i t a t i v e s o c i a l m e d i a e n g a g e m e n t w i t h i n t h e M S c o m m u n i t y w a s a b o u t : 1 . Z A R A G R E T T I ( s i n g e r ) 2 . B C I D E ( a r a p p e r w i t h M S ) 3 . N E W M S A P P ( f r o m C l e v e l a n d C l i n i c ) F I N D I N G S s u m m a r y S O C I A L L I S T E N I N G
  • 11.
    # s pe a k p e o p l e M a i n m a n u a l s e a r c h f o c u s : Z A R A G R E T T I ( s i n g e r ) m a n u a l s e a r c h S O C I A L L I S T E N I N G
  • 12.
    # s pe a k p e o p l e w h y z a r a g r e t t i ? S O C I A L L I S T E N I N G
  • 13.
    Z A RA G R E T T I Zara is a popular, young Nigerian-American singer who expresses herself through dance, theatre, fashion, and music. Imagebythesantuaries.org Z A R A H A S M U L T I P L E S C L E R O S I S
  • 14.
    “ y ou m e a n m s , m o s t s p e c t a c u l a r . . . . ” - z a r a Imagebythesantuaries.org “ I T ’ S T H E E N D O F T H E W O R L D A S W E K N O W I T A N D I ’ M S T I L L F I N E .” - Z a r a
  • 15.
    28J U L/ 2 0 1 4 Z A R A ’ S M S J O U R N E Y WAS CHRONICLED ON SOCIAL MEDIA # s p e a k p e o p l e S O C I A L L I S T E N I N G C A S E S T U D Y
  • 16.
    Z A RA ’ S S O C I A L R E A C H & FOLLOWING F a c e b o o k L i k e s / 2 0 , 8 4 6 S o n g s P l a y e d / 1 0 , 3 7 6 W i d g e t I m p r e s s i o n s / 2 4 5 , 6 5 5 T o t a l F a n s / 4 8 , 1 1 7 T w i t t e r F o l l o w e r s / 2 4 , 8 9 8 Source: www.reverbnation.com/ZaraGretti # s p e a k p e o p l e I n s t a g r a m F o l l o w e r s / 1 , 1 5 2 T o t a l # o f T w e e t s / 8 9 , 7 5 8
  • 17.
    D A TE S W I T H M E A N I N G L E T ’ S R E V I S I T # s p e a k p e o p l e
  • 18.
    # s pe a k p e o p l e Z A R A G R E T T I 1 9 8 5 - 2 0 1 4 J U L / 3 0 / 1 9 8 5 : Z a r a E n t e r s t h e Wo r l d F E B / 1 0 / 2 0 1 4 : Z a r a ’s L a s t I n t e r v i e w M A R / 2 7 / 2 0 1 4 : Z a r a ’s L a s t Tw e e t M A R / 2 8 / 2 0 1 4 : Z a r a L o s e s B a t t l e w i t h M S A P R / 0 4 / 2 0 1 4 : Z a r a i s L a i d t o R e s t X X X / X X / 2 0 1 2 : S t a r t s S o c i a l M e d i a O u t r e a c h Image by thesantuaries.org
  • 19.
    28 F E B/ 1 0 / 2 0 1 4 BehindtheScenesVideofromInterviewbyOso forthesanctuaries.orgonFebruary10,2014 Z A R A ’ S L A S T I N T E R V I E W # s p e a k p e o p l e C L I C K T O P L AY V I D E O
  • 20.
    I love and hate my life M A R/ 2 7 / 2 0 1 4 # s p e a k p e o p l e Imagebythesantuaries.org Z A R A ’ S L A S T T W E E T @ZaraGretti / Twitter
  • 21.
    M A R/ 2 8 / 2 0 1 4 Imagebythesantuaries.org Z A R A W A S O N L Y 2 8 - Y E A R S - O L D . Sadly, Zara Gretti Loses Her Battle with MS on March 28, 2014. # s p e a k p e o p l e
  • 22.
    2 8 A P R/ 0 4 / 2 0 1 4 # s p e a k p e o p l e Z A R A W A S L A I D T O R E S T I N P E A C E .
  • 23.
    S E PT / 0 1 / 2 0 1 4 Z A R A ’ S S T O R Y W I L L B E T O L D
  • 24.
    28 W H AT I F Y O U W E R E L I S T E N I N G ? WOULD ZARA’S STORY BE DIFFERENT? I F S O , H O W ?
  • 25.
    # 1 :Z a r a ’s s o c i a l m e d i a s h o w e d t h a t w h i l e Z a r a w a s r a i s e d i n t h e U S , t h e c u l t u r e a n d b e l i e f s o f h e r N i g e r i a n r o o t s i n f l u e n c e d h e r t r e a t m e n t a n d t h e r a p y d e c i s i o n s TA K E A M O M E N T TO L I S T E N TO A S O U N D B I T E F R O M Z A R A’ S L A S T I N T E R V I E W : < n e x t s l i d e > # s p e a k p e o p l e w h y z a r a g r e t t i ? S O C I A L L I S T E N I N G
  • 26.
    28 F E B/ 1 0 / 2 0 1 4 BehindtheScenesVideofromInterviewbyOso forthesanctuaries.orgonFebruary10,2014 # s p e a k p e o p l e C L I C K T O P L AY V I D E O“ L E T ’ S G O T O H E A V E N T O G E T H E R ”- Z a r a
  • 27.
    S O UL I D A R I T Y / / R E S I L I E N C E w i t h Z A R A G R E T T I 0 1 . S O U N D B I T E S / / 0 2 . 0 3 . 0 4 . 0 5 . I t ’ s t h e e n d o f t h e w o r l d a s w e k n o w i t . A n d I ’ m s t i l l f i n e . C u t o f f y o u r h a i r . I t ’ s . . . . . . d i a g n o s e d w i t h M S , “ m o s t s p e c t a c u l a r . ” T h a t ’ s f i n e , I ’ l l d i e . W e a l l d i e . Z a r a G r e t t i ’ s f a n s h a t e M S . C L I C K A N Y T O P L AY S O U N D B I T E S # s p e a k p e o p l e F a i l u r e ’ s n o t a n o p t i o n . Z A R A I N T E R V I E W
  • 28.
    28 J A N/ 2 0 1 4 @zaragrettiInstagramPost//Jan2014 # n a t u r a l A f r i c a n Tr e a t m e n t
  • 29.
    28# 2 :Z a r a w a n t e d t o s h a r e h e r s t o r y. S h e w a n t e d t o i n s p i r e o t h e r s . H E R S TO R Y C O U L D B E 1 , 0 0 0 OT H E R M S PAT I E N T ’ S S TO R Y. S H E H A D T H E P OT E N T I A L TO P O S I T I V E LY I N F L U E N C E A N D E D U C AT E T H O S E W I T H I N T H E M S C O M M U N I T Y. # s p e a k p e o p l e w h y z a r a g r e t t i ? S O C I A L L I S T E N I N G
  • 30.
    28 F E B/ 2 0 1 4 @zaragretti Instagram Post // Feb 2014 “ I H AV E S O M U C H F O R A L L TO H E A R ”
  • 31.
    28 F E B/ 2 0 1 4 @zaragretti Instagram Post // Feb 2014 H O W D O E S I T F E E L ?
  • 32.
    28 F E B/ 2 0 1 4 @zaragretti Instagram Post // Feb 2014 “ S M I L E A N D N O B O DY W I L L K N O W Y O U R L I F E H U R T S .”
  • 33.
    28 W H YZ A R A G R E T T I ? # 3 : Yo u h a v e t o a s k y o u r s e l f t h e q u e s t i o n : C O U L D P R O P E R PAT I E N T E D U C AT I O N A N D E N G A G E M E N T H AV E S AV E D Z A R A’ S L I F E ?
  • 34.
    28 F E B/ 2 0 1 4 @zaragretti Instagram Post // Feb 2014 “ S H O W M E W H AT Y O U A R E A B L E TO D O ”
  • 35.
    M A R/ 2 7 / 2 0 1 4 @zaragretti // Twitter “ I l o v e a n d h a t e m y l i f e .” - Z a r a
  • 37.
    28C O NS I D E R T H I S . . .
  • 38.
    28 L I FE B U O Y U N I L E V E R B R A N D HOW SOCIAL MEDIA HELPED ONE CHILD REACH AGE 5 B E F O R E W E C O N T I N U E TA K E A M I N U T E TO W ATC H T H E V I D E O O N T H E N E X T S L I D E # s p e a k p e o p l e
  • 39.
    L I FE B U O Y U N I L E V E R B R A N D HOW SOCIAL MEDIA HELPED ONE CHILD REACH AGE 5
  • 40.
    UNILEVER: SOCIAL GOOD= BOTTOM LINE 20 MORE CHILDREN UNDER THE AGE OF FIVE HAVE DIED BECAUSE OF DIARRHEA AND PNEUMONIA IN THE TIME IT TOOK YOU TO WATCH THAT VIDEO THE NUMBERS ARE BIG BUT THEY ARE NOT ENOUGH. Samir Singh, global brand vice president at Unilever, explained that 1.7 million children, a number equivalent to 20 jumbo jets full of children under the age of five crashing every day, die every year of these conditions. But, those numbers become statistics. Dr, Myriam Webster, global social mission director, Unilever, said “they remain numbers.” It’s stories that change minds. THEY HAVE BOTH SOCIAL AND BUSINESS GOALS. For Unilever, the Lifebuoy brand and its good work aren’t about charity or one-off PR opportunities. They’re about changing behaviors to both do good for society and good for the company. Soap saves lives. Selling more soap builds bottom lines.
  • 41.
    UNILEVER: MARKETING THATEARNS CHANGE UNILEVER ALREADY SUPPORTS THE LARGEST PUBLIC HYGIENE CAMPAIGN IN THE WORLD. THEIR AMBITION IS TO REACH 1 BILLION PEOPLE. To accomplish that, they focus in on connecting with mothers at times of high anxiety about hygiene. Times like back to school, change of seasons, and around festivals where people gather and congregate. In one powerful example, they stamped 5 million roti with a soap washing reminder at Kumbh Mela 2013 in Allahabad, India, where a 100 million visitors pass through.
  • 42.
    BRAND BUILDING ISEVOLVING WITH BIG IDEAS & CAPTIVATING STORYTELLING
  • 43.
    STENGEL: BIG SHIFTSARE CHANGING OUR INDUSTRY Jim Stengel, CEO of the Jim Stengel Company and former P&G CMO, believes great work means having a big brand idea, creating a story and telling it, and being the kind of organization that has something to say. A single idea people think about when they think about your brand, one that’s rooted in a universal truth, is authentic to the brand, and starts with a defined purpose. #1BIG BRAND IDEAS Share stories that are authentic and rewarding. Those can be stories that the brand tells or ones it’s audience does. #2TOLD IN GREAT STORIES Jim believes talent and organizational energy are the new competitive advantage. Creating that starts with engaging everyone with a purpose. #3BY ENERGIZED TEAMS JUST 13% OF EMPLOYEES AROUND THE WORLD FEEL ENGAGED AT WORK TODAY. THAT’S A HUGE GAP BECAUSE COMPANIES WITH HIGHER ENGAGEMENT HAVE 22% HIGHER PROFITABILITY. (Gallop)
  • 44.
    28S O AS K Y O U R S E L F A G A I N , W H A T I F Y O U W E R E L I S T E N I N G ? CHANGE OUTCOMES.
  • 45.
    Imagebythesantuaries.org “ Yo um e a n M S , m o s t s p e c t a c u l a r. . .” - Z a r a Z A R A G R E T T I
  • 46.
    2 Imagebythesantuaries.org “ Z AR A G R E T T I ” M a r g a r e t - M a r y J o s e p h H O W E V E R L O N G T H E N I G H T T H E D A W N W I L L B R E A K . A f r i c a n P r o v e r b 30 July 1985 - 28 March 2014 # s p e a k p e o p l e