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CSR & Social Media
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CSR & Social Media

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How Social Media can be an effective platform for CSR initiatives.

How Social Media can be an effective platform for CSR initiatives.

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CSR & Social Media CSR & Social Media Presentation Transcript

  • SOCIAL MEDIAAS AN EFFECTIVE PLATFORM FOR CSR INITIATIVES Drizzlin Media®
  • INDIA, CHANGE & SOCIAL MEDIA Drizzlin Media®
  • THE RAPE IN DELHI Drizzlin Media® View slide
  • ANTI-CORRUPTION PROTESTS 1.7 lakh 8 Lakh fans on tweets Facebook 1.9 Lakh likes mentioned page 1.9 Lakh 37,000 likesAnna Hazare comments 37,000 comments Drizzlin Media® View slide
  • THE ARAB SPRING Drizzlin Media®
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  • IS THERE SOMETHING NEW ABOUT THESEISSUES?DICTATORSHIP, CORRUPTION,RAPE?WHY NOW? Drizzlin Media®
  • POWER CONCENTRATION,ABSOLUTE CONTROL,LACK OFTRANSPARENCY…THESE ARE SOME WORDS SOCIAL MEDIA IS IN DIRECTCONFLICT WITH. Drizzlin Media®
  • SOCIAL MEDIA DEMANDSPARTICIPATION ,ASKS FOR AND SHARES OPINION,GATHERS PEOPLETOGETHER…FASTER AND IN BIGGER NUMBERS. Drizzlin Media®
  • DO BUSINESSES HAVESOMETHING IN COMMON WITH THESE ATTRIBUTES? Drizzlin Media®
  • SO HOW DOES SOCIAL MEDIA CHANGE THE SUSTAINABILITY DISCOURSE? Drizzlin Media®
  • YOUR COMMUNITY INITIATIVESARE NOW DISCUSSEDONLINE.THEY ARE CRITICALLYANALYZED ANDINFLUENCE MANY OTHERS. Drizzlin Media®
  • YOUR STAKEHOLDERS CANSHARE THEIR OPINIONSAND PUBLICALLY VOICETHEMSELVESON YOUR INITIATIVES Drizzlin Media®
  • KELLOGG’S “NATURAL” KASHI In April 2012, a grocer in Rhode Island found out Kellogg’s Kashi used genetically engineered, non- organic ingredients, and pulled Kashi products from his stores shelves and later posted pictures and notification through social networking tools, some customers began to call into question Kelloggs use of the term "natural" used on Kashi product labels. Kashis general manager responded by stating, "The FDA has chosen not to regulate the term natural." Drizzlin Media®
  • KELLOGG’S “NATURAL” KASHI Photos of the note the grocer tacked onto his shelves started popping up on Facebook and food blogs. Drizzlin Media®
  • KELLOGG’S “NATURAL” KASHI ON TWITTER ON FACEBOOKConsumers took to the digital streets with their anger, posting on Kashis own Facebook page, as well as the pages of several organic cereal makers and organic stores. Drizzlin Media®
  • THERE IS AN OPPORTUNITY TOLEARN FROM THIS FEEDBACKAND PROACTIVELYENGAGE WITH THECOMMUNITY. Drizzlin Media®
  • KELLOGG’S “NATURAL” KASHI On April 30, 2012, Kashi introduced its “Kashi Commitment,” an initiative to increase the use of organic ingredients and partner with The Non-GMO Project. Kashi states that, based on pounds, “by the end of 2015 over half of [Kashis] food will be Non- GMO Project Verified” and that they will “continue to increase the use of organic ingredients where possible” while maintaining a focus on positive nutrition. As of August 2012, nine Kashi products are Non-GMO Project Verified. Drizzlin Media®
  • KASHI CURRENTLY STANDS AS THELARGEST SELLER OF NON-GMO PROJECT VERIFIED READY-TO-EAT CEREAL AND THEWIDESTDISTRIBUTOR OF ORGANIC CEREALS IN U.S. GROCERY STORES. Drizzlin Media®
  • WHY SHOULD WE DO THIS? Drizzlin Media®
  • WHY?• Customers care about brands that bring value to society.• A good track record means more supporters in a crisis.• Easy, engaging communication= less gossip & rumours.• Third party endorsement is strong.• It’s a bit of marketing, makes good business sense. Drizzlin Media®
  • HOW SHOULD WE DO THIS? Drizzlin Media®
  • HOW?• Developing a pool of volunteers.• Engaging the community to participate in problem solving.• Collaborate to innovate.• Design your agenda with them.• You can involve youremployees to demonstrate your commitment to a cause. Drizzlin Media®
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  • TIMBERLAND’S TREE PLANTING INITIATIVE Drizzlin Media®
  • Timberland Helps Haiti Plant 2 Million Trees (and counting) Drizzlin Media®
  • LOCAL PROGRAMS…LOCAL PARTNERSTimberland trees are planted by their employees,business partners, friends, community members,Earthkeepers, service organizations, and volunteers. Drizzlin Media®
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  • UNILEVER’S SUSTAINABLE LIVING PLANDOUBLE REVENUES IN 10 YEARS WHILE WEHALVE OUR ENVIRONMENTAL FOOTPRINT Drizzlin Media®
  • COLLABORATE TO INNOVATEThrough the Unilever Foundation, the company is are partneringwith five leading global organisations – Oxfam, PSI, Save theChildren, UNICEF, and the World Food Programme. TheFoundation is dedicated to improving quality of life through theprovision of hygiene, sanitation, access to clean drinking water,basic nutrition and enhancing self-esteem. Drizzlin Media®
  • ENGAGING THE COMMUNITY -ENCOURAGING BEHAVIOUR CHANGEConsumers told Unilever they feel powerless to make adifference: the scale of the challenge is too great and theirindividual actions are too small. Unilever wants consumers tounderstand how their brand choices and small actions, whenadded to those of others, can make a big difference across theworld. Many of their brands have run campaigns to raiseawareness and encourage changes in behaviours. Drizzlin Media®
  • INVOLVE YOUR EMPLOYEESUnilever is starting to link progress to reward. An increasingnumber of managers, from the CEO downward, havesustainability goals as part of their compensation. Drizzlin Media®
  • USE OF SOCIAL MEDIA Drizzlin Media®
  • Doesn’t come without its share of criticism… Drizzlin Media®
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  • LISTEN ANDUNDERSTAND.TELL STORIES ANDSHARE.ENGAGE ANDBE TRANSPARENT. Drizzlin Media®
  • WHAT DOYOU HAVE TOBE CAREFULABOUT? Drizzlin Media®
  • WHATARE THECHALLENGES? Drizzlin Media®
  • AUTHENTICITY IS THEKEY TO AVOIDINGSOCIAL MEDIASCREW-UPS Drizzlin Media®
  • STORIES BEFORE STATS.TALK LESS.DISCUSS MORE.SHARE INSIGHTS. Drizzlin Media®
  • ?OPPORTUNITYOR THREAT? Drizzlin Media®
  • IT’S A THREAT TO THOSE, WHO DO NOT SEEK TOBRING REAL VALUE TO ITS PEOPLE, PARTICIPATE WITH THEIR COMMUNITY, GIVE VOICE TO THEIR EMPLOYEES. Drizzlin Media®
  • ITS AN OPPORTUNITY BECAUSE THERE ARENOW SO MANY WAYS TO PARTNER TO DRIVE CHANGE. Drizzlin Media®
  • SO HERE’S SUMMING UP THE OPPORTUNITIES… Drizzlin Media®
  • SOCIAL MEDIA HELPS COMPANIES TO… ENGAGE DELIVER ENGAGE AUDIENCES NEW WITH CSR IN ACTIVE IDEAS. STORIES. DIALOGUE LISTEN DRIVE BUILD AND THE MESSAGE TRUST LEARN HOME Drizzlin Media®
  • THANK YOU! www.drizzlin.com“VOTED BEST SOCIAL MEDIA AGENCY 2013 GLOBAL YOUTH MARKETING FORUM” Drizzlin Media®