Corporate Social Responsibility Kimberley Ney SVP Marketing, Communications & CSR.
Social Responsibility > Social Marketing > Social Media
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Transcript of Social Responsibility > Social Marketing > Social Media
Social responsibility > Social marketing > Social media
@BobPickard | Burson-Marsteller
SOCIAL RESPONSIBILITY
Understanding Expectations
SUSTAINABILITY
Resource Constraints
Intelligence
Two Way Communication
Transparency Social License
Trust
Strategic Lens
Efficiencies
Operational Excellence Competitiveness
Technical Innovation
3
Social marketing
Do not smoke!
4
Social marketing
Wear seatbelts!
Corporate Responsibility
Global Responsibility
Sustainable Value
Sustainable Development
Soul
Sustainability
Corporate Social Responsibility: Making a Difference
Citizenship
Corporate Responsibility and
Sustainability
Our people believe passionately that what we do makes a difference for customers and our society as a whole.
Generic messages don’t work
We are committed to being a great place to work, a thoughtful steward of the environment and a caring citizen
in the communities where we live and work. We are passionate about sustainably connecting people and places
and improving the quality of life around the world.
To us, CSR means taking steps to improve the quality of life for our employees and their families as
well as for the community and society at large.
“Socially
responsible corporations conduct their operations in line with international guidelines on sustainability.”
“Socially
responsible corporations pay back into society.”
?
Forces of Change
Digitization Globalization Empowerment
Digitization
Storytelling through infographics
The death of deference
PR professionalism of NGOs
Speed commands the news cycle
Everything that famously goes wrong is now called a ‘PR disaster’
• the BP oil spill
• the Toyota recall
• the Tiger Woods spectacle
• the Wenzhou train wreck
©B URS ON -MA RS T E LLE R , LLC | ©P E NN, S CHOE N & B E RLA ND
A S S OCIA T E S
79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS – HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACE
Q29-37: How likely do you think it is that your company will experience any of the following potential crisis in the next 6-12 months?
(Top 2 Very + Somewhat likely to experience this type of crisis)
Global
Controversial company developments 50%
Online or digital security failure 47%
Logistic difficulties 47%
Intense regulatory scrutiny of your product or
company 45%
Critical or negative new media campaigns 43%
Danger to product safety 42%
Technical accidents 40%
Intense political scrutiny of your product or
company 40%
Criminal actions 33%
79%
21%
Likely to experience a potential crisis
Not likely to experience a potential crisis
©B URS ON -MA RS T E LLE R , LLC | ©P E NN, S CHOE N & B E RLA ND
A S S OCIA T E S
HALF OF COMPANIES DO NOT FEEL CONFIDENT HANDLING NEW MEDIA DURING A CRISIS
Q134/135: Which of the following statements is closer to your view?
46% DO NOT
HAVE FULL
EXPERTISE
54% DO HAVE
FULL
EXPERTISE
50% DO NOT
HAVE A
GOOD
GRASP
50% DO HAVE
A GOOD
GRASP
Engaging and monitoring social media channels
Understanding who online stakeholders are and how to engage with them
Be prepared to apologize!
Burson-Marsteller l Evidence-Based Communications
Twice as many on social media this year
Asian MNCs going digital
0
20
40
60
80
100
2010 2011
Asian
Western
Percentage of companies using a branded social media platform
Burson-Marsteller l Evidence-Based Communications
Korean MNCs lead the way
Percentage of companies using a branded social media platform
Burson-Marsteller l Evidence-Based Communications
Use of digital for CSR
Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific during the period July 01-15, 2011
Go peer-to-peer
ON
E-W
AY
MO
NO
LOG
UE
“They can’t hear me and I feel insignificant”
“They must listen and I will
be heard”
PASSIVE CON-SUMERS
TWO-WAY DIALOGUE
ACTIVE
PRO-SUMERS
C O N V E R S A T I O N
C O
N T
R O
L
The rise of peer-to-peer communications
People used to looked to the government to solve big problems. Now 90% of consumers and 85% of executives believe that large corporations should play a broader role in society.*
The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and PSB Corporate Social Responsibility Branding Survey, 2010
Then & Now
debt crisis • food prices • climate change
energy supply • the digital divide
nuclear security • youth unemployment
80 major global ‘threats’ identified
• old systems and institutions simply cannot cope with new complexity and speed
• these challenges require the engagement of an entire society of stakeholders
• the role of public relations is therefore key
Governments cannot do it alone
Klaus Schwab, World Public Relations Forum 2010
Traditional Influencing Model
Collaborate with stakeholders for success today and sustainability tomorrow demands:
• Governments need to engage corporations, NGOs and ordinary citizens in their work
• Corporations must show ‘micro-level’ accountability to all stakeholders
• “Public relations in the public interest” – relationship brokerage to help bring about economic recovery, political freedom, technological advancement and social justice
The modern Relationship Imperative
Source: Dan Tisch, Global Alliance for PR and Communications Management
Real Engagement Cloud
“…the past is over and it is the future that beckons to us now.”
“We choose to go to the moon”
Social responsibility > Social marketing > Social media
@BobPickard | Burson-Marsteller