Social media and csr ss
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Social media and csr ss

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Some of the slide ideas in this come from a presentation also available on Slideshare I think. But I will be damned if I can remember now where they came from. To the authors, my sincerest apologies.

Some of the slide ideas in this come from a presentation also available on Slideshare I think. But I will be damned if I can remember now where they came from. To the authors, my sincerest apologies.

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  • Three things to look at this morning . . . Why bother with thinking about social media and CSRSome of the key developments in online communitiesThe rise of activism online
  • What IS Social Media?Let’s start with what it is NOT. It is not the shiny technology and cool new companies. Social Media is all about what people do with the technology: blogging, sharing pictures, writing product reviews, collecting content, connecting with old friends, sharing with new friends.Social space represents the digital reflection of what humans do – we connect and share. Consumers Rule ! It’s the user stupid !Online communities continue to grow in importance. Communities harness tools to participate, collaborate and share – blogging, content (video/audio), community rankings, tagging etc. Four kinds of community – social networks, brand, affinity and intranets and extranets.Clients realize blogging is here to stay. It will gain more credibility as a communications channel. Education for some clients will be key – other clients will look for ways to leverage this new two way communications channel. Best practices are emerging for clients and agencies alike around policy, outreach, monitoring, measurement and analysis. Social media remains a dynamic and fluid communications platform and not without risk – we’re starting to look at the ROI of blogging to get some rigor around this as a channel as it passes from phenom to accepted communications channel.Implications and impact on PR business of move to digital communications channels become more obvious and immediate..User generated content and produced content (video and audio) become increasingly important especially for youth market and Marcomms - How it’s delivered and how we engage – when, where and for how long.Focus on integrated offering of mobile and on-line.Short-form story-telling and video releases.
  •  Social networks and blogs are the 4th most popular online activities online, including beating personal email. 67% of global users visit member communities and 10% of all time spent on the internet is on social media sites.  If Facebook were a country, it would be the fourth most populated place in the world. This means it easily beats the likes of Brazil, Russia and Japan in terms of size.*  80% of companies use, (or are planning to use), LinkedIn as their primary tool to find employees during the course of this year. The site has just celebrated reaching its 45-millionth membership. Around 64% of marketers are using social media for 5 hours or more each week during campaigns, with 39% using it for 10 or more hours per week. It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years to reach 50 million users. The internet took four years to reach 50 million people... In less than nine months, Facebook added 100 million users.  Wikipedia currently has more than 13 million articles in more than 260 different languages. The site attracts over 60 million unique users a month and it’s often hotly debated that the information it contains is more reliable than any printed Encyclopaedia. The most recent figure of blogs being indexed by Technorati currently stands at 133 million. The same report into the Blogosphere also revealed that on average, 900,000 blog posts are created within a single 24-hour period.  It’s been suggested that YouTube is likely to serve over 75 billion video streams to around 375 million unique visitors during this year. The top three people on Twitter (Ashton Kutcher, Ellen DeGeneres and Britney Spears) have more combined followers than the entire population of Austria.* According to Socialnomics, if you were paid $1 for every time an article was posted on Wikipedia, you would earn $156.23 per hour. The online bookmarking service, Delicious, has more than five million users and over 150 million unique bookmarked URLs.  Since April this year, Twitter has been receiving around 20 million unique visitors to the site each month, according to some analytical sources.  Formed in 2004, Flickr now hosts more than 3.6 billion user images.  Universal McCann reports that 77% of all active internet users regularly read blogs. 
  • The social web is about people coming together in community spaces online to participate in creating, managing and sharing content through conversation.
  • How integrated into CSR programs is social media today . . . This is a report from 2010
  • “A core finding is that leaders see a major benefit of sustainable behaviour to be its capacity to inspire trust. Trust across society is becoming recognised as a bedrock of good interaction, whether corporate, personal or national. The very methodology of sustainability revolves around the transparency and accountability that typify trusting relationships.”
  • The social web gives cyber-critics and revolutionaries access to a Printing pressRadio station,Cable TV channelNews aggregatorOrganizing platformMeeting site

Social media and csr ss Social media and csr ss Presentation Transcript

  • CSR
    and
    SOCIAL MEDIA
    An Inevitable Partnership
  • “Using a sample of 12,915 U.S. firm-year observations from 1992 to 2007, we find that firms with a better CSR score exhibit lower cost of equity capital after controlling for other firm- specific determinants as well as industry and year fixed effects. Moreover, we find that CSR investment in improving responsible employee relations, environmental policies, and product strategies substantially contributes to reducing firms’ cost of equity.”*
    * Does Corporate Social Responsibility Affect the Cost of Capital? Ghoul, Guedhami, Kwok, Mishra, 2010
  • A Twitter Eye View of the World
  • What is the social web?
    It’s not technology . . .
    It’s what people do with technology . . .
    connecting creating writingposting sharingexpressing customizing hacking mashing-up customizinglinking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizingreviewing editing joining collaborating tagging watching publishing communityparticipating buying entertaining commenting researching self expressing helping volunteering organizing listening
  • The social web is about people coming together in community spaces online to participate in creating, managing and sharing content through conversation.
  • 6
    Engagement is the difference
  • Fundamental shift in thinking
    Communications and marketing theory has been based on idea that the people we want to reach are an audience . . .
    BUT people don’t only consume media now – they are part of it.
    7
  • “But the use of a social technology is much less determined by the tool itself: when we use a network, the most important asset we get is access to one another. We want to be connected to one another, a desire that the social surrogate of television deflects, but one that our use of social media actually engages.”
    Clay Shirky, Cognitive Surplus: Creativity and Generosity in a Connected Age
  • New types of behavior
    CONNECTING: People connect to each other and create networks for business and private life
    LinkedIn, Xing, Facebook
    SHARING: People share things; interesting stories, opinions, personal info, documents, links
    Facebook, MySpace, Twitter, Blogs
    CONTENT CREATION: People participate in content creation; personal info, videos, texts, photos, comments
    Wikipedia, Flickr, YouTube, Twitter
    PARTICIPATION: People participate in discussions, movements, groups, events
    Blogs, online media websites, web discussion forums
    • 65 (22.5 percent) of 287 companies surveyed have social media communications dedicated to sustainability and CSR issues
    • 55, (19 percent) of the 287 companies rely on their general social media channels to talk about sustainability.
    • 167 (58 percent) of the 287 companies have no social media conduit for discussing sustainability.
  • Major benefit of sustainable behaviour . . . inspiring trust
    Trust . . . the bedrock of good interaction, whether corporate, personal or national
    Sustainability revolves around transparency and accountability . . . typifies trusting relationships
    . . . Social media can help build trust
  • 2006
    Vancity launches what is thought to be the first CSR social community
  • 2007
    Justmeans starts in the basement of a brownstone in Harlem
  • 2008
    Timberland creates a CSR home online and seeks comments on its targets through ‘Voice of Challenge’ dialogues
  • Shift in activism
  • Potent activism
  • http://www.youtube.com/watch?v=QPty-ZLbJt0
  • Using music, art and technology to educate youth about democracy.
    Potent activism for social web citizens
  • Integration of information about financial and nonfinancial performance in a single document.
    • ‘Nonfinancial’ . . . information typically provided in a company's CSR or sustainability report regarding its performance in environmental, social, and governance terms.”