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Сон Екатерина
Ekaterina Son
Director-General, Effie Awards Russia
Quotes
15.02.2019
RIF 2019
The Art of Influence: Investment in Social Communications as a Factor in Sustainable Social Change
Business can engage in philanthropy. However now a much more efficient model is when a business does not donate the rouble to something or for some reason, but when it builds itself so that, in addition to producing products and services, selling them and earning profits, they solve social problems along the way
15.02.2019
RIF 2019
The Art of Influence: Investment in Social Communications as a Factor in Sustainable Social Change
Modern people are willing to change their behaviour, their habits and follow brands with shared values, those ready to make a difference
15.02.2019
RIF 2019
The Art of Influence: Investment in Social Communications as a Factor in Sustainable Social Change
Mere communication of values that for some reason seem appropriate does not work. To have the right to communicate and lead people, one needs to transform themselves. This is a complex business problem of transformation and integration, but communications without such a business story are not effective
12.09.2018
EEF 2018
Social communication as a driver of socially important change.
The social function is important, and not just for immediate agents, NPOs, and the state. It is important for companies because consumers vote for this social mission and social function with the rouble. For the young generation – Generation Z – the existence of ideas and values that resonate in their hearts and souls is a very important factor in their choice
11.09.2018
EEF 2018
The Forces Driving Change in Society: How to Create Effective Social Communication
Each communication should have a set goal, a formulated task, KPI, what is it you want to achieve as a result of your social communication. <…> Non-profit organizations and foundations can state these goals, measure their efficiency, not necessarily monetary efficiency
11.09.2018
EEF 2018
The Forces Driving Change in Society: How to Create Effective Social Communication
Remember that generation Z is not for sex, drugs and rock'n'roll, but for honesty, neighbourliness and environmental protection. These people choose and support the brands that are in sync with their core values