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The Social Practice
SEVC 2014, Barcelona
CSR and our reputation
Link
The Girl Effect
René van den Bos
MultimediaMarketing
Storyteller
Actor
DVM
Pharma
Digital MediaIntervet (MSD)
1965
FilmmakerMobile
Houseboat
Veterinarian
Marcela
David
Enterprise 2.0
Apple lover
Apps
Global Product Manager
InternationalTechnical Manager
Felipe
Colombia
Golf
LinkedInTwitterSo this is me
Link
Within DigiRedo we try to help vet practices and other companies to improve their communication with their customers and their colleagues using digital technologies.
Link
The Girl Effect was initiated by the Nike FoundationNike want to positively contribute to society with this
Pampers also does its contribution...
Link
...and doesn’t this video give you a good feeling?
For our kids, we have always bought Pampers, for this reason, to help babies in developing countries. And Pampers has a positice connotation with us because of that
Also for every like they donate one vaccine...
The best kept supermarketsecret
95% of all chicken in the supermarket are ‘bofchicken’.These animals can hardly walk.
Biological chicken930 grams
Bofchicken2350 grams
Another example, but then with a reverse effect: animal rights association makes customers feel guilty to buy what we call ‘bof’chicken. And now supermarkets will stop selling these chicken
Link
Also in the veterinary healthcare there are CRS campaigns: MSD ASnimal Health does a similar campaign as Pampers does. Donating a rabies vaccine for every rabies vaccine sold to a project in the Serengeti where all dogs in all villages around the Serengeti are vaccinates against rabies.
And sometimes just a single vet practice can do good for society. A vet clinic in the south of Holland has set up a project ‘Association Human Animal Need’ which helps people that cannot afford proper veterinary health care for their pets.
What does all these projects do with people that buy these products or services?
This is what we call CSR
Business has a responsibility
to give back to the
communityWhom of you are already doing CSR projects with the clinic?
Planet
People
Society
In general CSR can be done in three main areas:
Planet PeopleSociety
energy sources
energy management
waste management
hygiene management
transportation
cradle2cradle
donations
sponsor through labour
local events
sustainable products(eg fair trade)
internships
cooperation wnon-profits
One Health
healthplan
teambuilding
communication
diversity
training
involvementpractice management
water management
coaching
People in this case are the people that work in your own organization
why CSR offers vets great opportunities
It suits us
We are already caring as vets. So if we do CSR, it fits with our image as caretaker of pets
It differentiates us
We can differentiate ourselves from our competitors
It binds us
It binds the relation we have with our customers
but...how can we use it?
...because we need a basis for the practice from where we can start communicating to the outside world
We know that nowadays a single individual can change the world...remember who won the Nobel Peace Prize this year?
shareholders
PROFIT = GOAL
QUANTITY
manipulate
outside-in
consume
extrinsic value
1-dimensional
ego
control
illusiontop down
fear
perceptual value
short term perception
CLOSEDindividual energy
material success
reactive
to send
subconscious
TALKsilos
SHOUT
MEtechnology as support
These words refer to a world that many do not want to support anymore...
authen3c
PROFIT = REWARD
QUALITY
accountable
people/planet/profit
share
personal value
collective creativity
purposelet go
Reality
grassroots
trust
perceptual value
long term value
OPENaccountable csr
quality of lifeproactive
coherencesustainabilitydialogue
holistic
ON DEMAND
ME+WEtechnology as core
stakeholders
...this is where it is changing to...
The market has changed
..and yes, we also live in a changing world
Competition increases
Competition increases with mobile practices, practices in garden centers and pet-shops and with large groups of practices that operate under the same brand (corporates or franchise organisations)
Number of pets decreasesFewer and fewer pets in The Netherlands
Less expenses per petVisit to the vet o<en delayed due to smaller budget
So how do vets deal with the crisis?
OK...so #vets sell their services through Groupon...I just don’t know what to think of that...pic.twitter.com/x1ZNP6mrDZ
In my opinion this is not the way
Knowledge is power, but not on its own. we need to do more in addition to our knowledge. And if we do it well it becomes a synergy.
PRODUCTS
ENGAGEMENT
CUSTOMER EXPERIENCE
KNOWLEDGE
These are the components that lead to the total customer experience
WHO/WHY WE ARE
WHAT WE DO
HOW WE DO IT
HOW WE ARE PERCEIVED
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And this the same picture...Please take a look at the video (see link in slide)The book: https://www.startwithwhy.com
In order to distinguish ourselves, we need to know who and why we are and translate this into recognizable and unique image...unique as a fingerprint. And this is called branding.
product &service
Branddesign
Brandidentity
Brandactivation
brandgenotype
brandfenotype
brandbehaviour
Brand usage
Brandimage
> > >
Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer
...yes, we need to market ourselves in a professional way, complete with a visual brand.
Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer
brandgenotype
brand
fenotype
All your communication should be related to your brand
The ultimate goal is to make strong connections in the brain of our brand with positive emotions in the brains of our clients.For more info see neuromarketing wiki: http://en.wikipedia.org/wiki/Neuromarketing
examples from big brands: the connection that Coca Cola makes is...happiness
And even if you can’t read it, you recognize it immediately
What are the connections with Red Bull?Young, tough, challenges
And with Volvo? Safety.Which doesn’t mean that other cars are not safe, but they cannot claim that position as Volvo does.
SAFETY?
Make sure it fits
and safe it is...the guy with the smile on the right is the driver of the car...
How do we present ourselves?
So, how do we vats brand ourselves?
brandvision
...to bring a posi-ve contribu-on to your pet’s health and wellbeing.
Responsible pet ownership through educa-on and aid to pet owners and through delivery of veterinary care to animals.
A personal and animal friendly approach is most important to us. With us, your pet is not a number, but has a name.
We stand for qualita-ve preventa-ve and cura-ve care based on state-‐of-‐the-‐art knowledge and experience, evidence based research and contemporary products.
…to contribute to the human-‐animal bond through op-mal support of the health of your pet.
Our caring and compassionate doctors and staff offer high-‐quality veterinary medicine. They stay up-‐to-‐date on the latest veterinary procedures.
Mainly on our knowledge...
brandpromise
Topcare for your pet!
Your pet, our care
Guarding your pet through care and aIen-on
You and your pet are the heart of our clinic
Care for animals, lifelong.
Caring for pets...and their people, too
...and our care, but is that really the most distinctive factor?
logo veterinarian
Google this...
...and you’ll find this.How diverse is this?
What we see most are silhouettes of animals...
...or paws
While look again at the big brands...do they portrait their core product?
There is no car in the logo of VolvoWhat the logo means of 11 car brands: http://www.businessinsider.com/car-logos-2011-5?op=1
The meaning of the Shell logo: http://www.shell.com/global/aboutshell/who-we-are/our-history/history-of-pecten.html
A logo from a group of vet clinics in The Netherlands. This logo was tested amongst consumers and was associated with health and quality. But that was not distinctive? Well, in this case it is. The logo is communicating it and this group of clinics will therefore occupy the quality position, such as Volvo occupies safety. As long as they live up to it, of course
This is a logo form a clinic in the states. But this has a paw! Yes, but in combination with the green leaf, what association do you have? Indeed, eco-friendly. And that’s what they are.
Shell does a lot in CSR...but for them it is a lot harder to make it fit...
...if you only look at the Niger Delta
So, if you present yourself as eco-friendly , be sure keep you 4WD out of sight...
In summary: the world has changed...
..and the market has changed, we need to distinguish ourselves form our competitors
So we need to do like the big brands do...
...branding and marketing...whether we like it or not
VETERINAIRY
it suits us
it differentiates us
it binds us
and if we combine this with CSR, or better, VSR...then there are great opportunities. We then will become The Social Practice
[email protected] @renedigiredo
Thanks for your attention. If you need more information or need advise? Don’t hesitate to contact me.
