HK D2 Amsterdam - Stora Enso CSR case
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Transcript of HK D2 Amsterdam - Stora Enso CSR case
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Demystifying Digital // Kati Sulin
STORA ENSO // GLOBAL RESPONSIBILITY
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chrislang
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Politics Business Culture
Internet changing politics:
• NGO’s finding allies on global scale
•Social media groups undermining decision makers
• (Micro) bloggers breaking the walls of censorship
• Ad hoc communities & web petitions
Us
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Politics Business Culture
Internet changing business:
• Global markets for niche items (--> long tails)
• Bypassing the middlemen (--> disintermediation)
• Twinsumerism, peer-to-peer trust, WOM
• Product & service development through social media
• Consumer activists
--> product boycotts, collective buying power
• Sustainability throughout supply chains
Us
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Politics Business Culture
Internet changing culture:
• User created content challenging professional
structures
Blogger stars & webzines
Street culture & fashion
Music --> MySpace artists
Visual culture --> Flickr & YouTube
Literature --> Google poetry, web novel
Us
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Politics Business Culture Us
Internet changing us:
• Time & space
24/7
Globe virtualized (Google Maps, Flickr, webcams)
Localized mobile services
• Self
Voluntary giving up of anonymity
Self-branding & promoting
Virtual personalities & communities
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Topic ownership Verification
PresenceClarity
Goal 1:
Credibility
Goal 2:
Trust
Goal 3:
Dialog
Goal 4:
Leadership
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ENVIRONMENTAL
SOCIAL
ECONOMICAL
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QUESTIONS
CLAIMS
ACCUSATIONS
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MODULAR WEB EXPERIENCE
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YOUR BUSINESS MIGHT BE B2B,
BUT SOCIAL MEDIA IS STILL P2P
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GRI-BASED
SUSTAINABILITY
COMMS IS A HALF FULL
GLASS
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SOCIAL MEDIA ADOPTION CAN BE MORE LIKE
WALKING ON THE MOON THAN TAKING THE FIRST STEPS
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TOP MANAGEMENT ENGAGEMENT
IS TOP PRIORITY
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LESSONS LEARNED
YOUR BUSINESS MIGHT BE B2B, BUT
SOCIAL MEDIA IS STILL P2P
SOCIAL MEDIA ADOPTION CAN BE MORE
LIKE WALKING ON THE MOON THAN
TAKING THE FIRST STEPS
GRI-BASED SUSTAINABILITY COMMS IS A
HALF FULL GLASS
TOP MANAGEMENT ENGAGEMENT IS TOP
PRIORITY
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WWW.STORAENSO.COM/GLOBALRESPONSIBILITY