Social Responsibility: A Digital Dimension
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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/