Harnessing Media to Advocate<br />New Environment, New Tools, New People<br />By Richard Brubaker<br />
Building solutions that offer long term benefit to civil society requires a platform that engages multiple stakeholders th...
Facilitating open and honest conversations
Building, managing, and measuring programs
Developing stakeholder trust
Implementing Scale</li></ul>Multifaceted Platform<br /><ul><li>Web based knowledge platform
Shanghai/ Beijing Event Platform
Proprietary Research and consulting Services</li></li></ul><li>For civil society to truly benefit, stakeholders must appro...
How Firms Communicated Before May 2007<br />Traditional Mediums<br /><ul><li>News Reports (TV, Newspaper, & Radio)
Corporate Websites (Intra and Internet)
Newsletters
CSR Reports</li></ul>Positive messaging.. That could be managed<br />
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Harnessing Social Media in China to Advocate

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Harnessing Social Media in China to Advocate

  1. 1. Harnessing Media to Advocate<br />New Environment, New Tools, New People<br />By Richard Brubaker<br />
  2. 2. Building solutions that offer long term benefit to civil society requires a platform that engages multiple stakeholders through different mediums<br />Multiple Actor Platform Supporting Civil Society<br /><ul><li>Understanding Issues from multiple viewpoints
  3. 3. Facilitating open and honest conversations
  4. 4. Building, managing, and measuring programs
  5. 5. Developing stakeholder trust
  6. 6. Implementing Scale</li></ul>Multifaceted Platform<br /><ul><li>Web based knowledge platform
  7. 7. Shanghai/ Beijing Event Platform
  8. 8. Proprietary Research and consulting Services</li></li></ul><li>For civil society to truly benefit, stakeholders must approach common issues with a long term program based vision<br />Good Programs Brand Themselves<br />But to achieve their fullest potential, these programs still need to be <br />Properly Communicated<br />
  9. 9. How Firms Communicated Before May 2007<br />Traditional Mediums<br /><ul><li>News Reports (TV, Newspaper, & Radio)
  10. 10. Corporate Websites (Intra and Internet)
  11. 11. Newsletters
  12. 12. CSR Reports</li></ul>Positive messaging.. That could be managed<br />
  13. 13. Events that are Changing China<br />Labor Scandal<br />Immediate Impact<br /><ul><li>Domestic and International press coverage
  14. 14. 45,000 investigators sent to Shanxi
  15. 15. Public acknowledgement of system failure and call for change by party</li></ul>Product Recalls<br />Immediate Impact<br /><ul><li>International witch hunt and tit-for-tat
  16. 16. Economic impact to Chinese manufacturers
  17. 17. Questions at home about products surface</li></ul>Taihu Lake<br />Immediate Impact<br /><ul><li>Environmental awareness took a quantum leap
  18. 18. Domestic / International press coverage
  19. 19. National support and sympathy for affected</li></ul>Immediate Impact<br /><ul><li> 24/ 7 news coverage – with citizen journalists first to report (twitter)
  20. 20. Intense corporate pressure to donate and manage messaging carefully
  21. 21. First time many firms experienced the “mass” media</li></ul>5.12 Earthquake<br />Milk Scandal<br />Immediate Impact<br /><ul><li>24/7 Full press coverage on TV, newspaper, blogs, &twitter
  22. 22. Public awareness of problems with food industry, and call for changes
  23. 23. Ongoing investigative reporting into other areas / other companies</li></li></ul><li>Everything Changes in Time<br />Awareness of issues and interest in issues was at an all time high.<br />Events were waking people up to the costs of hypereconomics<br />Citizens were beginning to ask different questions <br />Citizens were beginning to expect more<br />2) Government would support and respond if issue was inline with their goals<br />Labor abuses <br />Corruption/ graft<br />Environment<br />3) Traditional experienced structural changes<br />Investigative reporting <br />Greater Access and transparency<br />Corporations, foreign AND domestic, were both exposed<br />4) New Mediums Emerged. Citizen Journalists were born.<br />Instant messaging, blogs, BBS, and twitter grew <br />New reporters were not formerly “trained” reporters, but passionate citizens<br />Were not beholden to the way traditional media worked – less likely to be influenced<br />Speed to market increased – not constrained by print deadlines<br />
  24. 24. Corporations Were Unprepared<br />Corporations were now exposed to a new environment<br />An Environment they did not understand<br /><ul><li>New mediums
  25. 25. New “reporters”
  26. 26. New speed </li></ul>Many were unable to effectively communicate<br />
  27. 27. The New Mediums<br />Blogs<br />Twitter<br />RSS Feeds<br />Everyone feels like an expert, and everyone has an opinion<br />
  28. 28. Questions posed:<br /><ul><li>Available / appropriate media platform
  29. 29. Understanding the power/ limitations of the media
  30. 30. A maturing media and maturing messages
  31. 31. Create awareness and advocate through the media </li></ul>Understand and respect that there are multiple mediums, new and old:<br /><ul><li>That there are no inappropriate platforms
  32. 32. Platform will change with message need, timing, and program
  33. 33. The most desired platform may not always be available when you need it
  34. 34. Its necessary to understand and build relationships with the people behind each</li></ul>2) That consumer/ citizen expectations are rising<br /><ul><li>Severity of issues faced are becoming known and people want to know what is being done
  35. 35. As data in the public domain, it gets harder to fool anyone
  36. 36. Anonymity and ease of access are catalyzing the use of new media – weak points for many</li></ul>This is a trend that will only continue<br /><ul><li>Firms cannot greenwash their way out of this.
  37. 37. Strategies must be consistent, and programs will need to be “real”
  38. 38. Proactive strategies will return internally (HR) and externally (PR/ GR)
  39. 39. Poorly planed strategies will only return headaches.</li></li></ul><li>Good Programs Brand Themselves<br /><ul><li>Programs don’t have to be sexy
  40. 40. Programs don’t have to be innovative
  41. 41. Programs don’t have to win awards
  42. 42. Need to align core values
  43. 43. Need to be long term
  44. 44. Need to be communicated effectively</li></li></ul><li>Case Study: Starbucks<br />Traditionally did very well<br /><ul><li>Community Bulletin Boards/ Culture
  45. 45. CSR Report focused on fair trade coffee and supporting bean farmer
  46. 46. Strong messaging through website and press
  47. 47. Translated into loyal customer following and positive brand image ratings</li></ul>?<br />Recently have struggled<br />2007: Forbidden City Store<br /><ul><li>Opened 2000
  48. 48. RuiChengang (CCTV)
  49. 49. 10,000+ comments on blog
  50. 50. SBUX CEO addressed personally
  51. 51. Store closed</li></ul>2008: Water Waste<br /><ul><li>Single Blogger calculated 23 million gallons of water waste per day
  52. 52. Heavy traffic on blogs and twitter
  53. 53. New policy mandating water taps</li></li></ul><li>Contact Me:<br />Richard Brubaker <br />rbrubaker@chinasdp.com<br />Learn More :<br />Collective Responsibility www.collectiveresponsibility.org<br />Cleaner Greener China www.cleanergreenerchina.com<br />Follow my Tweet!<br />Collective Responsibility@chinaCSR<br />Cleaner Greener China @greenerchina<br />Hands On Shanghai @handsonshanghai<br />

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