The Role of Social Media in Sustainability Oriented Practices

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The Role of Social Media in Sustainability Oriented Practices

Presented By: Fahad Ramzan
https://www.facebook.com/Fahad.R.Rehmani
pk.linkedin.com/in/fahadramzan/
https://twitter.com/FRamzan

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The Role of Social Media in Sustainability Oriented Practices

  1. 1. Who We ARE? Fahad Ramzan MBA Entrepreneurship Student Nottingham University Business School Avvari V. Mohan Associate Professor Nottingham University Business School Monday, August
  2. 2. Agenda The Role of Social Media in Sustainability Oriented Practices 1 Introduction 2 Background Literature 3 Initial Framework 4 Methods 5 Findings 6 Proposed Model 7 Conclusion Monday, August
  3. 3. Introduction
  4. 4. Introduction Monday, August
  5. 5. Introduction Monday, August
  6. 6. Introduction Monday, August
  7. 7. Introduction Firms need to facilitate consumers with “social media communities or networks where they can be guided and interact in social environment”. Ted Leonsis, AOL Executive, 1997 Monday, August
  8. 8. Introduction Firms need to facilitate consumers with “social media communities or networks where they can be guided and interact in social environment”. Ted Leonsis, AOL Executive, 1997 Listening + Social Web (Web 2.0) = Learning + Sharing Monday, August
  9. 9. Introduction Image by: Ted Nguyen USA Monday, August
  10. 10. Introduction Environment / Planet Equity / People Economy / Profit What’s in there for “CSR” Monday, August
  11. 11. Introduction The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment . Melissa, 2009 Monday, August
  12. 12. Introduction The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment . Melissa, 2009 These CSR/ sustainability efforts are to be practical and should involve the relaying of information to the stakeholders. What’sLangely, Ortt and Pals, 2010“CSR” in there for Monday, August
  13. 13. Introduction The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment . Melissa, 2009 These CSR/ sustainability efforts are to be practical and should involve the relaying of information to the stakeholders. What’sLangely, Ortt and Pals, 2010“CSR” in there for  Formal written reports  communicate CSR / Sustainability Strategies Monday, August
  14. 14. Introduction The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment . Melissa, 2009 These CSR/ sustainability efforts are to be practical and should involve the relaying of information to the stakeholders. Langely, Ortt and Pals, 2010  Problems  One-way Communication  Time Consumption  Wastage of Material/Resources  Non - Interactive Monday, August
  15. 15. Introduction Factors Influencing Change Image by: huffpost.com Monday, August
  16. 16. Introduction Social media technologies have completely changed the way we act online and given every individual a belief that they can make a difference. Salo, Lahteenoja and Lettenmeier, 2008 Monday, August
  17. 17. Introduction Social media technologies have completely changed the way we act online and given every individual a belief that they can make a difference. Salo, Lahteenoja and Lettenmeier, 2008 Social Media could also provide Consumers and other stakeholders first-hand and real-time information as available on internet . Grevet and Mankoff, 2009 Monday, August
  18. 18. Introduction Social media technologies have completely changed the way we act online and given every individual a belief that they can make a difference. Salo, Lahteenoja and Lettenmeier, 2008 Social Media could also provide Consumers and other stakeholders first-hand and real-time information as available on internet . Grevet and Mankoff, 2009 Is it really happening? Monday, August
  19. 19. Introduction “To explore and identify the key areas of social media implications on CSR / sustainability efforts.” Monday, August
  20. 20. Background Litera
  21. 21. Background Literature What is Social Media? - Internet based programs or based on “User Participation” & “User Generated Content”. Monday, August
  22. 22. Background Literature What is Social Media? - Internet based programs or based on “User Participation” & “User Generated Content”. Characteristics - Interactive, Two-way Communication and RealTime, Fast-moving & Mobile. (Lorenzoni, Nicholson-Cole, and Whitmarsh, 2007) ) Monday, August
  23. 23. Background Literature Who is using Social Media? Monday, August
  24. 24. Background Literature Harvard Survey 79% of 2100 companies are using Social Media – – – – Increased corporate website visits Increased awareness and Positive perceptions Companies accessed better market insights Able to access early warning on social concerns (Harvard Business Review, 2013) ) Monday, August
  25. 25. Background Literature Social Visualization / Activism - Open Structure that can be used to to facilitate the desired change in the society. (Shangapour, Hosseini, Hashemnejad, 2010) ) - Individuals can be encouraged to be proactive in adopting sustainable behaviour. (Mankoff and Grevet, 2008) Monday, August
  26. 26. Background Literature Issues - Negative Feedbacks, Double-edged Sword Westlake, 2008 - One user can influence other individuals concerning a company. Froehlich et al, 2009 - Lack of Credibility, Transparency and Authenticity Froehlich et al, 2009 Monday, August
  27. 27. Background Literature What is Sustainability? Monday, August
  28. 28. Background Literature Monday, August
  29. 29. Background Literature A Dual Construct Jeremy Moon, 2009 Monday, August
  30. 30. Background Literature In Simple Words? Companies focus into the advancement of living standard and also preserve natural and human resources for next generations to produce an overall positive impact on society. (Reilly, 2010) Image by: LeanBlog.org Monday, August
  31. 31. Background Literature Social Context - To promote sustainability an organization must be aware of cultural, social and political factors. (Kinderman, 2008) Telling the Story - 30 percent of Global Fortune 500 firms started issuing sustainability reports in 2007 (Sustainable Life Media, 2008) - Most consumers respond positively to sustainability. (David Langley and Tijs van den Broek, 2008) Monday, August
  32. 32. Background Literature Problems - One-way Communication Lack of Knowledge and Interest Disbelief Blame and Helplessness (David Langley and Tijs van den Broek, 2008 ; Kinderman, 2008) “Constant Communication with Stakeholders is needed.” Monday, August
  33. 33. Background Literature Social Media and Sustainability - Private media -> egocentric, All about profits (Art Silverblatt, 2004) - Social media can re-establish the role of a social institution (Ellison, Steinfield & Lampe, 2007) - Social media offers an effective and reliable channel to communicate the sustainability initiatives with stakeholders (Lorenzoni, Nicholson-Cole & Whitmarsh, 2007) Monday, August
  34. 34. Background Literature Social Media and Sustainability - Social Media will change the organizational behaviour of companies to involve sustainable initiatives benefiting the public (Beenen et al, 2004) - Social Media depicts a channel where individuals can communicate and participate actively; pressure from participants increase the number of individuals participating in sustainable initiatives (Miller, Fabian and Lin, 2009) Monday, August
  35. 35. Initial Framewor
  36. 36. Initial Framework Presenting Relevant Information/Ac hievements Online Social Media Optimization Sharing Right Content with Right Audience Sustainability Impact Simplicity of Action/Joining for Audience Sharing and Interactivity Options for Audience Change in Behaviours Monday, August
  37. 37. Initial Framework Presenting Relevant Information/Ac hievements Online Sharing Right Content with Right Audience Simplicity of Action/Joining for Audience Fatalism A lack of belief on the part of potential participants that a sustainability initiative will have a significant impact Sharing and Interactivity Options for Audience Lorenzoni et al. 2007 Monday, August
  38. 38. Initial Framework Presenting Relevant Information/Ac hievements Online Sharing Right Content with Right Audience Simplicity of Action/Joining for Audience Busyness Busyness is the typical state of the majority of the population whereby other priorities do not allow them the time and energy needed to act on their prosustainability attitude. Sharing and Interactivity Options for Audience Lorenzoni et al. 2007 Monday, August
  39. 39. Initial Framework Presenting Relevant Information/Ac hievements Online Social Media Optimization Sharing Right Content with Right Audience Sustainability Impact Simplicity of Action/Joining for Audience Sharing and Interactivity Options for Audience Change in Behaviours Monday, August
  40. 40. Methods
  41. 41. Methods Objective 1 - Identifying the role of social media in influencing sustainable practices. Objective 2 - The influence of social media on firms in Malaysia Objective 3 − To propose a model for organisations to use Social Media for their CSR practices Monday, August
  42. 42. Methods Previous Studies Framework Research Design Global Cases Malaysian Views & Perceptions Findings • • • • Qualitative Interpretivist Case Studies Interviews Proposed Model Monday, August
  43. 43. Methods Previous Studies Framework Global Cases Malaysian Views & Perceptions Cases Selection • Dow Jones Sustainability Index (DJSI) • FTSE4Good Findings Proposed Model Monday, August
  44. 44. Methods Previous Studies Framework Global Cases Malaysian Views & Perceptions Findings Participants • • • • Researchers Practitioners Key Executives Communication Executives Proposed Model Monday, August
  45. 45. Findings
  46. 46. Findings-Cases Cases 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Levi’s Banco Bilbao Vizcaya Argentaria (BBVA) eBay Danone General Electric Pepsi Co Ford Marks & Spencer FedEx Microsoft Monday, August
  47. 47. Levi’s Levi’s introduced new WaterLess jeans concept via dedicated social media channels which increased their responsible image fourfold WaveMatrix, 2011 Water<Less Monday, August
  48. 48. Levi’s Monday, August
  49. 49. Levi’s Monday, August
  50. 50. Levi’s Monday, August
  51. 51. Levi’s Monday, August
  52. 52. Levi’s This firm has not only used social media to work for causes, but its engagement with consumers, interactive media, authentic and transparency information is also leading the way to solve social problems. Network For Good, 2012 WaveMatrix, 2011 Monday, August
  53. 53. BBVA Pioneer for Responsible Banking and Active Management on Social Media • • • • • “BBVA Centro de Innovacion” Bancaparatodos Smart Cities Open Mind BBVAFF (Friends&Family) Monday, August
  54. 54. BBVA Monday, August
  55. 55. BBVA • Spread banking and financial knowledge in more open, broad and interactive way. • Allows consumers to create communities that pursue to share knowledge and practices for a better future Monday, August
  56. 56. BBVA Monday, August
  57. 57. BBVA • Consumers define their goals with desired timeline with their objectives. • Right tools to describe project outline, raise its awareness amongst communities and receive funds from secure resources guaranteed by BBVA. Monday, August
  58. 58. eBay Most popular e-Tailer • eBay Give. Good. Green eBay was established on the noble credence that people are basically good. Internet Market Head (Robert Chatwani) Monday, August
  59. 59. eBay Monday, August
  60. 60. eBay • Second –hand Store that has seen resale of over 38,000 clothing products online. • Common Threads Partnership Pledge – Encourages consumers to bring more products back into the circle. Monday, August
  61. 61. eBay Firm has used its Social Retailing Experience very well and as a result 53,000 Patagonia products are circulating in the process, where otherwise such products have been wasted in a closet or landfill Alan Marks, 2013 Monday, August
  62. 62. Danone French food-products multinational • Down to Earth • Social Business Networks Monday, August
  63. 63. Danone Monday, August
  64. 64. Danone • Long running Project started in 2006 • Offers funding for Social Business Initiatives Monday, August
  65. 65. Danone Monday, August
  66. 66. Danone They have proved that company’s practical and creative story telling (using photos, videos, short texts) are productive in highlighting the sustainable efforts and are more likely to circulate on social media. Kruglianskas, 2013 Monday, August
  67. 67. GE – General Electric Monday, August
  68. 68. GE – General Electric GE Reports • • • • Healthymagination Ecomagination Data Visualization Txchnologist.com Monday, August
  69. 69. GE – General Electric GE uses this magazine and platforms under it to raise public awareness on health, technology, future innovations and environment. Monday, August
  70. 70. GE – General Electric Global #GetFit competition • Encourages participants to share their personal stories and experiences of staying fit and healthy. Monday, August
  71. 71. GE – General Electric Monday, August
  72. 72. GE – General Electric GE Reports is a great example of how interactive and thoughtprovoking content based social media publishing with the help of experienced and qualified editors can influence firm’s sustainable practices Internet Market Head (Robert Chatwani) Monday, August
  73. 73. Pepsi Co. We implemented Social Media tools to promote responsible business practices because our research indicated that a majority of users, active on social networks, voluntarily participate and contribute for cause-related groups or organizations. This helped us to figure out the potential, we only needed to recruit. Jackie Millan, VP and Senior Director of Corporate Contributions for PepsiCo Foundation Monday, August
  74. 74. Pepsi Co. Image by: emilykamischke.com Monday, August
  75. 75. Pepsi Co. Image by: emilykamischke.com Monday, August
  76. 76. Pepsi Co. Image by: emilykamischke.com Monday, August
  77. 77. Ford Image by: emilykamischke.com Monday, August
  78. 78. Ford Image by: emilykamischke.com Monday, August
  79. 79. Ford Image by: emilykamischke.com Monday, August
  80. 80. Marks & Spencer Image by: emilykamischke.com Monday, August
  81. 81. Marks & Spencer Image by: emilykamischke.com A new social innovation campaign, “SHWOPPING”, in collaboration with NGO Oxfam, to sell unwanted clothes in UK where consumers discard 2Million tons of cloths every year. Department for Environment, Food and Rural Affairs, 2012 Monday, August
  82. 82. Marks & Spencer Image by: emilykamischke.com M&S has donated 5500 tons (equivalent to five jumbo jets) of clothes through “Shwopping” Justmeans, 2012 Monday, August
  83. 83. FedEx Image by: emilykamischke.com Monday, August
  84. 84. FedEx Image by: emilykamischke.com Monday, August
  85. 85. FedEx Image by: emilykamischke.com Monday, August
  86. 86. FedEx Image by: emilykamischke.com Monday, August
  87. 87. Microsoft Image by: emilykamischke.com In March 2013 the research-based Ethisphere® Institute published their 7th annual list of world’s most ethical companies. Out of 145 companies in the list, only five computer software companies made to the ranking and Microsoft is one of them. Ethisphere 2013 Monday, August
  88. 88. Microsoft Image by: emilykamischke.com Monday, August
  89. 89. Microsoft Image by: emilykamischke.com YouthSpark launched in 2012, has generated a buzz in CSR communities on social networks with an aim to help 300M children in more than 100 countries with quality education, find jobs or launch their own start-ups. Monday, August
  90. 90. Microsoft Image by: emilykamischke.com 1. Give for Youth – A micro-funding web portal 2. Innovate4Good – A Global Community to share ideas, find right teams and change the future Monday, August
  91. 91. Summary Image by: emilykamischke.com • Blogzine Formats • Games, Apps & Maps • Emerging Channels • Personalized Approach • Big Cloud Ideas Monday, August
  92. 92. Blogzine Formats Image by: emilykamischke.com Monday, August
  93. 93. Blogzine Formats Image by: emilykamischke.com Images Latest Blog Posts Infographics / Charts/ Maps Latest Videos Twitter Updates Monday, August
  94. 94. Blogzine Formats Coca-Cola Unbottled, Deutsche-Post, Ford Social, GSK More than Medicine, Timberland’s Bootmakers Blog, Renault’s Sustainable Mobility & Danone’s Down to Earth “We were missing a connection to you. Even in this social age, our communications still felt very one way. We couldn’t easily have a conversation about water conservation, empowering women, or take you behind-the-scenes at the Olympics”. Mallory Perkins, Coca-Cola Journey, 2012 Monday, August
  95. 95. Games, Apps & Maps Monday, August
  96. 96. Games, Apps & Maps Monday, August
  97. 97. Games, Apps & Maps Monday, August
  98. 98. Games, Apps & Maps Monday, August
  99. 99. Emerging Channels Monday, August
  100. 100. Emerging Channels Monday, August
  101. 101. Emerging Channels Monday, August
  102. 102. Personalized Approach Monday, August
  103. 103. Big Cloud Ideas • Pepsi Refresh • Microsoft Youthspark • BBVAFF • Siemens Answers • Sony FutureScapes Monday, August
  104. 104. Findings-Interviews No. Presenting Relevant Information/Ac hievements Online Image by: emilykamischke.com X4 Sharing and Interactivity Options for Audience Have you been influenced in any way by reading such material? 6 7 Did you ever tell other people about any particular story shared on Social media? How regularly does / do those firm/s publish and update its sustainability social media channels? Do you have any compelling story or example from your experience to share? 9 10 Could you really think that people must stop or start something by getting inspired from you on social media? How creative and innovative is the social media content relevant to sustainability efforts of firms? 11 How transparent are firms that communicate sustainability issues on social media? How authentic do you think is the social media content? 13 Simplicity of Action/Joining for Audience 5 12 X3 Have your perceptions of views changed by reading such material? 8 X2 Sharing Right Content with Right Audience 3 Are you aware of firms that use any Dedicated Social Media Channel to communicate sustainability achievements? Which social media platform do companies use to communicate “Responsible Business Practices or Actions” to consumers (Company Blog, Discussion Forum, Facebook, Twitter, YouTube, Company webfeeds, Email)? Do you follow such communications regularly on Social Media? 4 X1 1 Question Do firms communicate what the company is doing or what it says it would like to do? 14 Are you aware of NGOs or other organizations communicating RBPs using Social Media? 15 16 Did your firm ever try to figure out the best social media platform to optimize your company efforts and stories? How useful is the information and conversation on Social Media to the community? 17 How do you measure that what audiences care about most? 2 Monday, August
  105. 105. Findings-Interviews 1. 2. 3. 4. 5. Yes, MNC’s are doing it, but not local Firms. Transparency – Depends on the company if they are willing to Authentic - if coming from the firm only Lack of User-engagement Creative, Innovative and impressive to change perceptions Monday, August
  106. 106. Findings-Interviews “A very creative way of reaching the masses who would otherwise have no interest in the company’s core sustainable activities.” “They (firms) must start using it, as it reaches more people and quite an 'in' thing to do” Monday, August
  107. 107. Proposed Mode
  108. 108. Proposed Model Presenting Relevant Information/Ac hievements Online Sharing Right Content with Right Audience Simplicity of Action/Joining for Audience Sharing and Interactivity Options for Audience Monday, August
  109. 109. Proposed Model Presenting Relevant Information/Ac hievements Online Awareness of Social Media as Institution Right Selection of Social Media Channels Sharing Right Content with Right Audience Simplicity of Action/Joining for Audience Sharing and Interactivity Options for Audience Monday, August
  110. 110. Proposed Model Presenting Relevant Information/Ac hievements Online Awareness of Social Media as Institution Right Selection of Social Media Channels Sharing Right Content with Right Audience Authenticity of Information Transparency of Information Simplicity of Action/Joining for Audience Sharing and Interactivity Options for Audience Monday, August
  111. 111. Proposed Model Presenting Relevant Information/Ac hievements Online Awareness of Social Media as Institution Right Selection of Social Media Channels Sharing Right Content with Right Audience Authenticity of Information Transparency of Information Simplicity of Action/Joining for Audience User Engagement Easy to Join and Take Action Sharing and Interactivity Options for Audience Monday, August
  112. 112. Proposed Model Presenting Relevant Information/Ac hievements Online Awareness of Social Media as Institution Right Selection of Social Media Channels Sharing Right Content with Right Audience Authenticity of Information Transparency of Information Simplicity of Action/Joining for Audience User Engagement Easy to Join and Take Action Sharing and Interactivity Options for Audience Interactive, Rea l-time and Creative Content Sharing information with others Monday, August
  113. 113. Proposed Model Positive Impact Right Selection of Social Media Channels Awareness of Social Media as Institution User Engagement Easy to Join and Take Action Transparency of Information Social Media Optimizatio n Authenticity of Information Change in behaviours Interactive, Re al-time and Creative Content Sharing information with others Monday, August
  114. 114. Conclusion
  115. 115. Conclusion “Most of the companies are still not sure how to process in engaging and monitoring social media channels.” (Burson-Marsteller, 2013) Our Model can help organizations to share their experiences about an initiative and motivate other individuals to be active, participate and take action. (Armstrong, 2007) Monday, August
  116. 116. Questions? “…the past is over and it is the future that beckons to us now.” -Jawaharlal Nehru- Image by: awarnessnetworks.com Monday, August
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