Social Media/CSR workshop

CEO & CSR Money Conference 2010

The Age of CATSocial Media Workshop | N.Anagnostou – V.Goulandris


Agenda

Social Media: What is & how to

CSR & Social Media: The relation

The BP oil spill case

About Strategies

The CSR Adoption Ladder


The New Drivers of Change

Ubiquitous connectivity (4bill mobile phones, 1,5 bill

internet users)

Collective consciousness (moulded through

globalization, shared through social networks, enhanced

through open collaboration)

Multiple identities (your employee may well be a

member of your NGO adversary)

Convergence (and messages spreading across

media, devices, platforms, even cultures)

The Open Source Paradigm


What is social media

Social media and networks refers mainly to content that citizens create via free-to-use online tools and platforms, the aim being to share views, opinions, experiences etc with people they select to connect with.

“Democratization” of the public space; the end of the hierarchical relationships and mediators, the rise of informal networks, new forms of interaction, self organization and self definition of communities.

Transparency & Accountability: Core promise of a networked society.


Conversation Prism

Blogs

Social Networks

Media Sharing

Social Bookmarking

Microblogging

Wikis

Forums

Widgets

etc

Graph by Brian Solis


Principles of participation

Conversations - WoM

WOM viral spreading

Trust – Reputation - Fame

Influencer involvement

Relationship Building - Communities


"Think of social media as a cocktail party.

You don't go into the cocktail party and go into the middle room and scream at the top of your lungs and say, 'Buy my products.' … What works is you have some meaningful conversation first.

And that's just how social media works."

David Spark, San Francisco.

"Think of social media as a cocktail party.

You don't go into the cocktail party and go into the middle room and scream at the top of your lungs and say, 'Buy my products.' … What works is you have some meaningful conversation first.

And that's just how social media works."

David Spark, San Francisco.


CSR: Business as usual?

• Stakeholders demand that the company they support has business practices that positively impact society while achieving financial success.

• The performance of a company is based on the "triple bottom line" or "sustainable" approach - social, environmental, and financial data

• Largely a self-regulating mechanism but governance issues increasingly creep in (e.g. financial markets, food etc)

• CSR embraces two main concepts: accountability andtransparency.


CSR: What is not…

Charity & donations, Annual Reports that

no-one reads, advertising your good deeds,

tacky messages, inconsistent behavior,

lack of truthful communication,

underestimating your audience, a…

Fake


CSR: What is…A responsible citizen, an active member of

society which assists in advancing its values

and strengths, which listens and debates

earnestly, which respects people and is...

Authentic


The common ground

SocialMedia

CSRTransparency

&

Accountability


POS Staff

Media

Govt

regulators

Fan

Clubs

Shareholders

Interest Groups

Co

Local

communities

NGOs

For all Stakeholders

Suppliers

Identify

Analyse

Engage

Plan


Communication beyond advertising


BP according to users

The BP Case

Images from brandtags.net


Brandjackingwhere it hurts

most…

…your brand


Re: BP buys search engine share of attention spending > $10,000/day on Google Adwords


Can you hide?

Information is abundant, realtime.Social media allows user collaboration in crises.


◄Put this widget

on your site

Campaign ►

Can you hide?


Strategies


Strategy First

Tools follow


Crawl

Walk

Run

Fly

Listen & Broadcast (CSR1.0)

Communicate & Connect

Engage & Energize

Align & Change

The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder


What you can do…

Employees: Ambassador power, let them co-create your

policy, identify leaders and laggards, induce motivation and pride.

Customers: Find what makes them tick, identify their own networks and interests, listen to them, share your policies,

open the window.

Investors: Explain-explain-explain, there is never enough info, address their concerns and answer their questions

before they are voiced.

NGOs: Tap into knowledge you don’t have, networks you

don’t own, innovative ideas you can’t produce


Crawl

Listen &

Broadcast



Broadcast…


LISTEN


Walk

Communicate &

Connect



Blog on CSR Policy


Branded microsite,

blog & forum

on CSR Policy

(did not save them from the knownsocial media fail case!)


Run

Engage &

Energize



Social applications


Energizing & mobilizing society


A community connecting

businesses with stakeholdersBrainstorm on ideas for change


Don’t invent the wheel…

DIY grassroots activism


Don’t invent the wheel…

The “karma” of location based cause marketing ►


FlyAlign

& Change



Doing well by doing good…


140.000 IBM employees participated online to the biggest brainstorming session ever made to co-decide

the future strategy of the company

Change starts from within…


Yes, there is a ROI…*

“Social Media Investment…

leads to an Action,

that creates a Reaction,

which delivers

a Non-Financial Impact,

that may ultimately…

…cause a Financial Impact.”

*…but that’s another presentation!Quote from Evo Terra


“Reforming management into a disciplinewhich captures the relevant complexities ofsociety, translating critical issues intobusiness action, while aligning profits withwelfare, and thereby maximising thepotential of capitalism – that is a far moredemanding agenda than the exercisespromoted by mainstream CSR.”

Rolf Lunheim, Norwegian University of Science and Technology


Credits• Cat:http://www.flickr.com/photos/tambako/2473970479/

• Moon Ladder: http://www.flickr.com/photos/preef/2782284370/

• Magnet: http://www.flickr.com/photos/61398524@N00/3776988868

• Post-it: http://www.flickr.com/photos/flatcat/3555774083/

• Lobster cat: http://www.flickr.com/photos/sistermaryeris/2314000696/sizes/l/

• Cat:http://www.flickr.com/photos/tambako/2473970479/

• Moon Ladder: http://www.flickr.com/photos/preef/2782284370/

• Magnet: http://www.flickr.com/photos/61398524@N00/3776988868

• Post-it: http://www.flickr.com/photos/flatcat/3555774083/

• Lobster cat: http://www.flickr.com/photos/sistermaryeris/2314000696/sizes/l/


Welcome to the Age of Corporate Accountability & Transparency

http://scicada.com

Social Media/CSR workshop

Business

Transcript of Social Media/CSR workshop