Nonno Breuss, CSR Workshop, 24.April 2006 Grundlegende Einschätzung zu CSR u. 2 Fallbeispiele.
Social Media/CSR workshop
description
Transcript of Social Media/CSR workshop
CEO & CSR Money Conference 2010
The Age of CATSocial Media Workshop | N.Anagnostou – V.Goulandris
CEO & CSR Money Conference 2010
Agenda
Social Media: What is & how to
CSR & Social Media: The relation
The BP oil spill case
About Strategies
The CSR Adoption Ladder
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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
CEO & CSR Money Conference 2010
CEO & CSR Money Conference 2010
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.
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Conversation Prism
Blogs
Social Networks
Media Sharing
Social Bookmarking
Microblogging
Wikis
Forums
Widgets
etc
Graph by Brian Solis
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CEO & CSR Money Conference 2010
Principles of participation
Conversations - WoM
WOM viral spreading
Trust – Reputation - Fame
Influencer involvement
Relationship Building - Communities
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"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.
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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.
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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
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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
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The common ground
SocialMedia
CSRTransparency
&
Accountability
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POS Staff
Media
Govt
regulators
Fan
Clubs
Shareholders
Interest Groups
Co
Local
communities
NGOs
For all Stakeholders
Suppliers
Identify
Analyse
Engage
Plan
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Communication beyond advertising
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BP according to users
The BP Case
Images from brandtags.net
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Brandjackingwhere it hurts
most…
…your brand
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CEO & CSR Money Conference 2010
Re: BP buys search engine share of attention spending > $10,000/day on Google Adwords
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CEO & CSR Money Conference 2010
Can you hide?
Information is abundant, realtime.Social media allows user collaboration in crises.
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◄Put this widget
on your site
Campaign ►
Can you hide?
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Strategies
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Strategy First
Tools follow
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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
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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
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Crawl
Listen &
Broadcast
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
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Broadcast…
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Broadcast…
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LISTEN
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Walk
Communicate &
Connect
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
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Blog on CSR Policy
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Branded microsite,
blog & forum
on CSR Policy
(did not save them from the knownsocial media fail case!)
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Run
Engage &
Energize
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
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Social applications
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Energizing & mobilizing society
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A community connecting
businesses with stakeholdersBrainstorm on ideas for change
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Don’t invent the wheel…
DIY grassroots activism
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Don’t invent the wheel…
The “karma” of location based cause marketing ►
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FlyAlign
& Change
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
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Doing well by doing good…
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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…
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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
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“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
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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/
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Welcome to the Age of Corporate Accountability & Transparency
http://scicada.com