1. 1. Engagement First CSV
2. 2. MEMBERSHIP! ! Mission
3. 3.
4. 4. CSV
5. 5. Agenda CSV(WHY) (WHY) HOW/WHAT
6. 6. CSV
7. 7. Creating Shared Value
8. 8.
9. 9. vs.
10. 10.
11. 11. CSR Corporate Social Responsibility CSV Creating Shared Value CSR
12. 12.
13. 13. Marketing 3.0
14. 14. Marketing 1.0 Marketing 2.0 Marketing 3.0 + ++ one-to-many one to one many-to-many
15. 15. Shared Value CSR/NPO l Marketing 1.0 Marketing 3.0
16. 16. CSV
17. 17. CSV
18. 18.
19. 19. 152.9 117.7 98.4 122.8 105.7 153.8 184.3 150.5 126.6 145.6 170.7 215.4 250.6 28.9 7.9 38 37.7 37.2 28.6 58.2 8.2 5.4 20 21.2 27.5 30.5 19.9 5 10.7 14.3 18 29.4 42.6 6 6 7.4 20.2 27.9 37 11 7 13.2 15.3 16.4 14.5 17.4 15.4 12.4 8.8 6.8 14.7 11.7 68.1 46.2 103.2 108.9 93.9 68 67.6 49.3 62.8 45.7 46.4 49.8 34.6 20.6 29 30.7 28.1 21.1 15 8.2 28.9 37.3 8 21.8 18.9 9.7 80.3 135.7 128.7 90.9 58.9 39.8 23.2 161.9 187.5 105.9 53.2 45.9 21.1 0 50 100 150 200 250 300 350 400 450 500 15-19 20 30 40 50 60 15-19 20 30 40 50 60
20. 20. Website 10 Blog 10 Game 22 Video 50 Search/Portal 50 SNS 78
21. 21.
22. 22. e-mail 0% 22.5% 45% 67.5% 90% 42% 48% 56% 57% 57% 60% 61% 61% 62% 67% 68% 69% 84% 2013Global Trust in Advertising, Nielsen
23. 23. TV Website!
24. 24.
25. 25. 2,116 2,667 2014 2013 Facebook 926,190 1,556,000 2014 2013 Facebook 17,585 26,730 2014 2013 26% 68% 52%
26. 26. FB 10,000 11,000 2014 2013 Facebook 338,000 305,000 2014 2013 FacebookFacebook 4,367 5,765 2014 2013 10% 10% 32% Facebook Insight Facebook
27. 27.
28. 28. Shared Value Survey
29. 29. 16%$ 41%$ 18%$ 14%$ 11%$ 2015Engagement Survey(n=576), Members ," 57.5%" ," 42.5%" Q.
30. 30. 82.5%& 42.3%& 28.1%& 13.9%& 3.0%& Q6# 2015Engagement Survey(n=576), Members
31. 31. 15% 50% 24% 11% Q11# n=576 2015Engagement Survey(n=576), Members
32. 32. 63%$ 19%$ 8%$ 13%$ 5%$ 15.3%$ 29%$ 68%$ 60%$ 46%$ 68%$ 50.3%$ 8%$ 12%$ 25%$ 28%$ 24%$ 23.8%$ 0%$ 1%$ 7%$ 13%$ 3%$ 10.6%$ 0%$ 50%$ 100%$ 2015Engagement Survey(n=576), Members Q.
33. 33. Q 71%$ 77%$ 82%$ 70%$ 86%$ 68.9%$ 33%$ 35%$ 37%$ 30%$ 35%$ 41.0%$ 60%$ 46%$ 32%$ 39%$ 38%$ 38.0%$ 6%$ 4%$ 2%$ 2%$ 5%$ 2.8%$ 2015Engagement Survey(n=576), Members
34. 34. 27%$ 8%$ 7%$ 4%$ 0%$ 6.9%$ 48%$ 47%$ 28%$ 33%$ 38%$ 36.3%$ 15%$ 29%$ 43%$ 26%$ 35%$ 32.1%$ 8%$ 10%$ 18%$ 30%$ 22%$ 15.3%$ 2%$ 6%$ 3%$ 7%$ 5%$ 9.4%$ 0%$ 50%$ 100%$ 2015Engagement Survey(n=576), Members Q.
35. 35. 9% 30% 29% 32% & 2015Engagement Survey(n=576), Members
36. 36. 2015Engagement Survey(n=576), Members 25.4%& 11.8%& 36.1%& 23.1%& 12.4%& 12.4%& 35.5%& 3.0%& Q18$
37. 37. ," 50.2%" ,"31.4%" ,"17.2%" ," 1.2%" 2015Engagement Survey(n=576), Members Q
38. 38. SNS 0 15 30 45 60 12% 22% 31% 34% 45% 44% 53% Q
39. 39.
40. 40.
41. 41.
42. 42. 2020
43. 43. 30.00$ 35.00$ 40.00$ 45.00$ 50.00$ 55.00$ 60.00$ 65.00$ 70.00$ 30.00$ 35.00$ 40.00$ 45.00$ 50.00$ 55.00$ 60.00$ 65.00$ 70.00$
44. 44. /EC
45. 45.
46. 46.
47. 47. #1 1./ CEOCMO5 2. 3.3
48. 48. #2 1. CSV 30 2.10