EOI · 19/10/2011 I European Congress on CSR Communication transparency, dialogue and participation in CSR communication

1. The importance of being earnest:
transparency, dialogue and participation
in CSR communication

2. …or how to put the “social” & the
“responsibility” in CSR

3. Digital culture has transformed the way people live and work by
making it easier to connect and engage, by building new life
forms, social practices and human institutions

4. It has affected our
everyday life as citizens
and individuals, as
politicians or scientists,
as members of a family
or a group of interest.
Digital culture has
deeply changed the
way we rule and
manage corporations

5. Four key moments
in the evolution of
the Digital Culture

6. 1999: The Cluetrain Manifiesto
the end of “business as usual”
Four unknown authors wrote a now well-known text of 95 theses, that can be summarized as :
“Markets are conversations”

7. “ Corporations will not convince us they are human with lip service
about ‘listening to customers’.
They will only sound human when they empower real human beings to
speak on their behalf. “

8. 2001: the birth of Wikipedia
the best example of creation and collaboration among users and
a model of “self-organized” and distributed production of knowledge

9. 2004 : What is Web 2.0
Tim O’Reilly
2.0 is the convergence of all the technologies and practices
in favour of the horizontal, transparent participation or any
other form of user involvement in its management

10. 2006: Enterprise 2.0: The Dawn of Emergent Collaboration
Andrew P. McAfee
Wikis, blogs, group-messaging software and the like can make a corporate
intranet into a constantly changing structure built by distributed,
autonomous peers.

11. Flatnesses
Flexible
Bottom-up
Distributed
Global Teams
Transparent
Open
Agile
That is Entreprise 2.0
Information sharing

12. Digital Culture stands for
openness
adaptability
flexibility
social and
collaborative
skills
shareability
participation
honesty
transparency
trust
engagement
interactivity
communities
individuals
global
local

13. The Effects of Digital Culture on 4 key areas
Reputation
Customer Behaviour
Management
Corporate Communication CSR Strategy

14. CHANGE IN CUSTOMER BEHAVIOUR
As a customer we want to know
to what extent a business is
contributing to the community
and to common value creation.

15. CHANGE IN REPUTATION
MANAGEMENT
Corporate reputation is
more than ever influenced
by the thoughts and
conversations of
consumers.
The dialogue between
consumers and businesses
can be very beneficial for
both and create or
strengthen the sense of
community.

16. To Manage is more and more to talk with others and to have the capacity of
building up contexts in which the stakeholders of a company can develop
collaborative projects that contribute to the community and to common value
creation.

17. CHANGE IN CORPORATE
COMMUNICATION
We no longer broadcast.
There is a new way to
manage the dialogue with
the stakeholders. Not so
much based on giving and
receiving information or
suggestions, as on finding
ways of co-creation to
launch joint ventures.

18. Companies must not only incorporate the digital culture and social networks
as new communication channels. The fact that conversation about our
products, services and activities is already taking place spontaneously,
forces us to engage in that conversation.

19. CHANGE IN CSR STRATEGY
putting the SOCIAL & the
RESPONSIBILITY in CSR
CSR is not a question of
writing a flashy CSR
report, printed on
recycled paper.
CSR should surpass the
idea of being just an
action of marketing of
goodness.

20. “CSR has to be fully
integrated in and a
fundamental part of the
organizational culture”
A socially responsible
company is one that runs
a profitable business,
taking into account all the
environmental, social and
economic-positive and
negative generated in
society.

21. Creating positive
change requires the
engagement and
motivation of people.
Crowd power is built on
engagement and
interactivity.
Crowd power is
probably the most
useful tool to add the
“social” component to
CSR.

22. CSR as a platform of innovation
Digital communities play an
important role in how
companies build our Corporate
Social Responsibility policies.
Engaging the “social” crowd
power transforms the CSR from
just a set of guidelines to avoid
problems into a platform of
open innovation capable to
solve society problems and
needs and at the same time to
improve efficiency & results.

23. Let’s be open to alter processes,
products, services, behaviours and be in line with our your stakeholders
approaches to stakeholder engagement needs
answer to
society needs
Prepared to involve our
stakeholders directly from
Ready to listen, talk to and try to beginning to end-two way
understand our stakeholders communication

24. Carlos Magro Mazo
EOI Escuela de Organización Industrial
I European Congress on CSR Communication
CC by-sa-nc
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