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Social Responsibility: A Digital Dimension
 

Social Responsibility: A Digital Dimension

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Introduction to digital media for Net Impact Professional Chapter, Bangkok.

Introduction to digital media for Net Impact Professional Chapter, Bangkok.

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    Social Responsibility: A Digital Dimension Social Responsibility: A Digital Dimension Presentation Transcript

    • Social Responsibility: A Digital Dimension
      Ian Fenwick Sasin
      Evolution for better or worse

    • The future is already here.It's just not very evenly distributed
      William Gibson
      From the Canadian sci-fi writer who coined the term cyberspace
    • Digital = Global
      Digital = Communication
      Digital = Different
    • Digital = Global
    • Internet users already 42% are Asian, with penetration in Asia on 22%, long way to go
      Asia 42% (825m)
      (21.5% penetration)
      China 420 million
      (31.6%)
      Internet penetration 2010
      1.97 billion + (29%)
      http://internetworldstats.com/ Stats taken from site December 2010
      http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
      dstats.com/
    • Most essential medium, US 2010
      “Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”
      42%
      37%
      14%
      5%
      Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php
      http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf
    • http://mashable.com/2011/01/04/internet-surpasses-television-as-main-news-source-for-young-adults-study/
      Internet Surpasses Television as Main News Source for US Young Adults
      2010: 65% of under 30’s say internet is their major source for news
      2007 only 34%
      TV main news source down to 52%
      2007 was 68%
    • Thailand: 13.5m 21% (2008)
      Bangkok:
      biz decision-makers 80%
      topmanagement93%
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Copyright Ian Fenwick
      www.internetworldstats.com/stats3.htm#asia
    • Media use, hours/week, upmarket adults, Bangkok,
      14
      Internet (excl. email)
      hours/week
      TV
      TV
      19
      5
      Newspapers
      5
      Magazines
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
      Copyright Ian Fenwick
    • Media use, hours/week, upmarket adults, Bangkok,
      25-34 years old,
      14
      17
      Internet (excl. email)
      Internet (excl. email)
      hours/week
      17
      TV
      Magazines
      Newspapers
      4
      Amongst upmarket adults (about top 20% of population) in Bangkok internet and TV usage already (2 years ago) neck and neck
      5
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
      Copyright Ian Fenwick
    • Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community
      Thailand started 2010 as one of the fastest growing FB countries. And maintained the pace
      http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
    • http://www.socialbakers.com/facebook-statistics/
      January 2011
      As FB increasingly resembles the real world in its composition. Notice the low level of penetration in some of the most populous countries…it will grow
    • http://www.socialbakers.com/facebook-statistics/
      January 2011
      Thailand now is 21st largest FB country. People 60+ in Thailand make up only 1% of our FB users…it will grow
    • Digital = Global
      Digital = Communication

    • the medium is the message
      Can’t put it better than famous Canadian Marshall McLuhan. He called “content” the steak the burglar holds to distract the watch dog of the mind. It’s media that changes lives, not messages
      The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967
      ,watch
      Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964
      ,
    • http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg
      What is digital communication?
    • NOT just web
      Digital communication is communication in any digital medium

    • To find something comparable, you have to go back 500 years to the printing press…
      the birth of mass media
      Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

    • Technology is shifting power away from the editors, the publishers, the establishment, the media elite
      Now it’s the people who are taking control.
      Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html
    • http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004
      Video showing how a Bic pen exactly fitted into a Kryptonite lock and could open it in seconds. First posted c 2004 to YouTube
    • http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004
      http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock
      …followed up with a post on a cyclist-oriented forum
    • http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004
      http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock
      Rapidly turned into a firestorm, eventually (within 10 days) company announced free product exchange
    • http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004
      http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock

      This was first described in a British bicycle magazine in 1992
      but the issue then disappeared from public view…
    • http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004
      http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock

      This was first described in a British bicycle magazine in 1992
      Digital things don’t disappear…
      but the issue then disappeared from public view…
    • Old
      impermeable
      membrane
      communication from the center
      • spokespeople
      • trained
      • rehearsed
      • controlled
      • inauthentic
      Corporate Communications
      messages
      Management, Employees
      Kryptonite were on the ‘old’ communications model: from the center
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • pourous
      impermeable
      New
      membrane
      communication from the
      edges
      Corporate Communications
      messages
      Management, Employees
      the ‘new’ communications model: from the edges, center has less influence
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • Digital = Global
      Digital = Communication
      Digital = Different

    • In June 2010, on average, the global consumer spends about 1 in every 4.5 minutes online
      onblogs orsocial networking sites
      The Nielsen Company
      http://www.emarketer.com/Article.aspx?R=1007797

    • …internet users trust recommendations from people they know
      & opinions posted by unknown consumers online
      more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media
      Nielsen Online, April 2009
      Social networks don’t lie…
      Cited in http://www.bazaarvoice.com/resources/stats
    • Newer
      To borrow a metaphor from open source software, it’s from the cathedral (directed top down) to the bazaar (ad hoc, self-directed…hubbub)
      pourous
      membrane
      communication everywhere
      • speed
      Corporate Communications
      Management, Employees
      Those side conversations led by advocates are the most persuasive part of today’s communication
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • http://mashable.com/2009/04/15/youtube-fired/
      If you think Kryptonite had a problem…
      Original video’s withdrawn
    • http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
      …the internet is forever
      But still easy to find…
    • http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
      http://www.readwriteweb.com/archives/dominos_youtube_video.php
      …the internet is forever
      The disgusting always gets lots of views. Within hours the exact store location had been determined
    • …company learned about the video on Tuesday…executives decided not to respond aggressively, hoping the controversy would quiet down.
      “What we missed was the perpetual mushroom effect of viral sensations,” he said.
      …By Wednesday afternoon, Domino’s had created a Twitter account, @dpzinfo, to address the comments…presented its chief executive in a video on YouTube by evening.
      Stephanie Clifford
      NYT 2009, April 16
      http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1

      Viral rarely quiets down. Notice they had no Twitter
    • http://www.readwriteweb.com/archives/dominos_youtube_video.php
      After 2 days the President makes a statement , again it’s now not there
      Domino’s President
      Patrick Doyle…
    • http://www.readwriteweb.com/archives/dominos_youtube_video.php
      …the internet is forever
      Domino’s President
      Patrick Doyle…
      But still easy to find! Which is more impactful? The Prez’s carefully crafted PR speech, or the original disgusting video? Old communication model can rarely match the new one.
    • Newer
      pourous
      membrane
      communication everywhere
      • speed
      • authenticity
      Corporate Communications
      Management, Employees
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • Newer
      pourous
      membrane
      communication everywhere
      • speed
      • authenticity
      • advocates
      Corporate Communications
      Management, Employees
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • consider
      aware
      like
      advocate
      engaged
      ready to act
      ACTION
      Starting to realize the real impact and authenticity of brand advocates
      loyal
    • And turning the sales funnel into an advocates’
      consider
      ready to act
      engaged
      like
      advocate
      ACTION
      aware
      Social Megaphone
    • Newer
      pourous
      membrane
      communication everywhere
      • speed
      • authenticity
      • advocates
      • social megaphone
      • engage
      Corporate Communications
      Management, Employees
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • March 2010
      http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
      NGOs seem better at authenticity and engagement
    • March 17-28, 2010
      68 similar videos get 1.2 m views
      Nothing like “banned” to get people watching
      http://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451http://www.youtube.com/results?search_query=nestle+palm+oil&search_type=&aq=f from
    • http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share
    • http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
    • http://www.facebook.com/Nestle
      Then Greenpeace get their advocates to join the Nestle FB page
    • March 19, 2010: Damage control?
      http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
    • March 19, 2010: Damage control?
      http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
    • http://www.facebook.com/Nestle
      Then quiet for several days, followed by some apologies
      Finally they publish their side, but on website not FB
    • …It’s a tough break that you were very publicly called-out by Greenpeace for being a contributor to rainforest deforestation.
      However, your Draconian response of bullying YouTube into taking down the “Have A Break?” campaign video & insulting your fans & detractors on Facebook has lead to an unmanageable PR nightmare that was totally avoidable.
      All you had to do was say, “We’re sorry. We’ve heard & share your concerns & are working with Greenpeace to find ways to fix this problem as soon as possible.
      Please visit nestlecares.com or twitter.com/nestlecares to follow our journey towards sustainability.”
      Nestlecares.com would have cost you $7.49 on Godaddy & a Twitter profile is free…
      http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/

      Josh Millrod, Digital Strategist, Wieden+Kennedy
    • By the time you posted a press release about your commitment to become fully sustainable by 2015, it was way too little, way too late.
      A big part of being social online is actually being social.
      If you were at a party and someone took 30 minutes to respond to a question and then insulted your grammar and walked away, you probably wouldn’t want to talk to them again.
      If you had simply said “We messed up” the moment Greenpeace posted their campaign it might not have gone viral, and your
      customers would be focusing on your commitment to sustainability instead of dead orangutans… which are not cool with the urban influencer and early adopter markets these days.

      Josh Millrod, Digital Strategist, Wieden+Kennedy
      http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/
    • http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
      And in the end palm oil is out of KitKats…sad part is that supposedly Nestle trying to achieve that all along. They passed up a great opportunity to explain & engage
    • Newer
      pourous
      membrane
      communication everywhere
      • speed
      • authenticity
      • advocates
      • social megaphone
      • engage
      • don’t delete
      • don’t lie
      Corporate Communications
      Management, Employees
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

    • …you can’t take something off the internet
      that’s like trying to take pee out of a swimming pool…
      It’s in there, it’s in there
      Joe Rogan, Newsradio
      http://www.youtube.com/watch?v=0T-CreVC_6Y

    • we never, ever, ever intended it to
      be gunsights.
      It was simply crosshairs
      like you see on maps
      Aide Rebecca MansourSlate, Jan 9 2011
      The map is off the website, but still on FB
      http://www.facebook.com/note.php?note_id=373854973434
      http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771
      http://twitter.com/sarahpalinusa/status/29677744457
      http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx

    • we never, ever, ever intended it to
      be gunsights.
      It was simply crosshairs
      like you see on maps
      10:43 pm, Nov 4 2010
      Aide Rebecca MansourSlate, Jan 9 2011
      The internet is forever remember?
      http://www.facebook.com/note.php?note_id=373854973434
      http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771
      http://twitter.com/sarahpalinusa/status/29677744457
      http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx
    • http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html
      17:19PM. British Standard Time.
      17:21PM. British Standard Time.
      Offensive comments there at 17:19…as is someone who’s taking screenshots
    • http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html
      17:19PM. British Standard Time.
      17:21PM. British Standard Time.
      Two minutes later, offensive remarks gone. Should remember that people will know…maybe some explanation would be good
    • You’ve got to keep a constant high-level eye on social media
      http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/
      Twitter spam
      Habitat person decides to boost readership of their tweets by using the hashtags of trending topics.
      Of course those hashtags were really designed for major events, not furniture sales
    • You’ve got to keep a constant high-level eye on social media
      http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/
      And, of course, people objected…a lot
    • http://www.digitaltip.com.au/index.php/habitatuk-apologises-twitter-hashtag-issue/
      And eventually the company had to apologize
    • Newer
      pourous
      membrane
      communication everywhere
      • speed
      • authenticity
      • advocates
      • social megaphone
      • engage
      • don’t delete
      • don’t lie
      • listen well
      Corporate Communications
      Management, Employees
      Other stakeholders
      Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
    • Digital = Global
      Digital = Communication
      Digital = Different
      To Do List
      Part 3a
      I was told presentations should have three sections…so the last one is 3a
    • To Do List
      have the tools ready
      • policy
      One of the reasons companies run into trouble is that they don’t have the social media tools ready BEFORE the problem hits
      http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
    • Your people need to know your social media policy…what they can and can’t do.
      Intel’s looks very sensible
      http://www.intel.com/sites/sitewide/en_us/social-media.htm
    • To Do List
      have the tools ready
      • policy
      • Twitter account(s)
      • Facebook page(s)
      • Website: all browsers, search engine optimized
      • Microsites
      • listening tools
      Listening is very important. There are an array of tools (Google social network monitoring): all the way from Google alerts and Twitter searches (free) to v expensive solutions
      http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
    • Are you monitoring
      What’s being said?
      What’s the sentiment?
      Who’s talking?
      Who being listened to?
      who are opinion leaders?
      About you?
      About your competitors?
      About your partners (channel etc.)?
      About the market?
      incredible market research opportunity
    • To Do List
      have the tools ready
      • policy
      • Twitter account(s)
      • Facebook page(s)
      • Website: all browsers, search engine optimized
      • Microsites
      • listening tools
      learn to use the tools
      • use your early adopters
      http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
    • http://twitter.com/ramon_deleon
      Irony of Domino’s situation is that they have a home-grown social media expert. Ramon runs a few Domino’s outlets in Chicago.
    • http://www.viddler.com/explore/dpzramon/videos/36/
      Embedded over 90,000 times
      A twitter complaint gets him into a store in the early hours of the morning for this, authentic, apology. Contrast with the PR-scripted President’s video. You have to go to viddler to see the video
    • To Do List
      have the tools ready
      • policy
      • Twitter account(s)
      • Facebook page(s)
      • Website: all browsers, search engine optimized
      • Microsites
      • listening tools
      learn to use the tools
      • use your early adopters
      • post several times a week minimum
      identify influencers, make them advocates
      • Twitter look at Klout scores
      • Bloggers, under-rewarded
      http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
    • Working with advocates
      • what do they need?
      • content? recognition? awards? funds? help?
      • involve, participate, engage
      • build content capable of going communal
      • microsites
      • video
      • downloads
      • encouraging community to do the heavy lifting
      • let them behind the scenes
      • illusion of exclusivity, secrecy
    • To Do List (cont’d)
      • develop rapid-response kit
      • links, quotes, pics, video that can be dropped into hot-button issues
      consider Search Engine Marketing (SEM)
      • Google grants
      • maybe an app
      http://www.google.com/grants/
    • iHobo
      http://www.ihobo.org/
      iHobo app for iPhone lets you ‘take care of’ a virtual homeless person…raises awareness of homelessness, & raises funds
    • To Do List (cont’d)
      • develop rapid-response kit
      • links, quotes, pics, video that can be dropped into hot-button issues
      • consider Search Engine Marketing (SEM)
      • Google grants
      • maybe an app
      • use existing web resources
      http://www.google.com/grants/
    • http://www.justmeans.com/
      http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top
      Wide range of leading companies
      Can “follow”
      About 40% US & Canada, 35% UK, 25% other. 500,000+ unique visitors (2008)
    • http://www.developmentcrossing.com/
      http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top
      Can create & share personal profile information on events & career opportunities.
    • http://www.businessfightspoverty.org/
      http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top
      can set up your own page
      interactive map with case studies
      (nothing in SE Asia!)
      podcast series
    • http://www.tigweb.org/
      http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top
      Taking It Global
      almost 250,000 members, in 269 countries and 1169 schools.
      • create your own page
      • access resources
      • sign petitions
      • download action guides
      • make lifestyle resolutions
      • use educator resources
      • how-to guides for community organizers
    • http://my.socialactions.com/
      Can find & can post ideas
      Vote ideas up & down
    • Digital = Global
      Digital = Communication
      Digital = Different
      To Do List
      Thanks…
    • Trying to control, or even manage, your online reputation is becoming increasingly difficult.
      And much like the fight by big labels against the illegal sharing of music, it will soon become pointless to even try.
      It’s time we all just give up on the small fights and become moreaccepting of the indiscretions of our fellow humans
      Michael Arrington
      Founder & Co-editor TechCrunch
      http://techcrunch.com/2010/03/28/reputation-is-dead-its-time-to-overlook-our-indiscretions/