Social responsibility > Social marketing > Social media


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The intersection of social responsibility, social marketing and social media presents challenges and opportunities for today's corporate communicators.

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  • Leverage social platforms to enhance social responsibility
  • Companies focus on their own behaviour – use recycling – but are a trusted source of information and inspiration about personal activism and how they can engage.Consumer Behavior: The Real Tipping PointExamples of changing consumer behaviorRed Bull SpiritSince the official launch of the program in March 2008, Red Bull Spirit has aimed to encourage and create volunteer opportunities open to the public to raise public awareness and create a better understanding of current challenges in Thai society, such as community forest issues, food security, and the issues faced by people with mental disabilities. In October 2009, Media Asia ranked Red Bull Spirit TV commercials among the 15 most recalled TV commercials and in December 2009, Media Asia published a story about building brands through CSR using Red Bull Spirit as a case study.Standard Chartered – Living with HIVLiving with HIV, Standard Chartered Bank’s global HIV and AIDS education program, aimed to raise awareness and provide resources about HIV and AIDS that dispel the myths that drive discrimination against this population. The campaign’s specific goal was to reduce the number of new HIV infections and educate one million people about HIV and AIDS by 2010. Last year, the Bank announced it had exceeded its target and had educated 1.4 million people through its HIV and AIDS workplace education program. The program has been implemented across the world, on a variety of platforms including a social media campaign and website targeted at youth featuring an animated monster named Mr. HIV whose goal is to attack and destroy the human race. The website provides six web learning modules available in 11 languages as part of the social media campaign that also posts viral videos on Facebook and Youtube. Specifically in Singapore, the Bank educated close to 50,000 people through local efforts, including partnership with the Humanitarian Organization for Migrant Economics to raise awareness of HIV and AIDS within the migrant community in Singapore, in addition to workshops and seminars. The Bank also utilized the AIDS Business Alliance in Singapore as a platform to inform business leaders about the importance of carrying out HIV and AIDS education at the workplace to reduce discrimination against people with HIV and AIDS.Center Fresh: – “India, Talk Less, Do More”Center Fresh, an Indian chewing gum company, launched an award-winning campaign entitled “India, baate kam, kaam zyaada”, “India talk less, do more” as an extension to the brand thought “Zuban pe rakhe lagaam”, “Zip your mouth”. The company overlaid humor onto their controversial CSR approach to the existing brand proposition, receiving praise in online and print media for their candid statements. As explained by Anurag Agnihotri, Creative Director of O&M India, “The idea is that people generally keep talking about useless things while at work and wasting time, in the process. We are asking people not to talk much and concentrate on work.”The campaign extended across traditional and online media campaigns, and social media with on-line viral videos. Center Fresh also joined up with MTV, creating a spoof to “end unnecessary banter” featuring celebrities, politicians and sportsmen. The 15-second films were aired exclusively on MTV. Canon – Donate a SmileCanon recently launched an online CSR advertising campaign entitled “Donate Smile” for the World Wild Fund (WWF) in Hong Kong.With the idea that a smile is contagious, Canon’s “Donate Smile” campaign has promised to donate US$10 to the WWF for every smile donated. People who want to donate a smile visit can take photos at Canon’s Smiling Photo booth in Causeway Bay. Each photo is cropped into the shape of a ten dollar coin that can be shared on Facebook or MSN as a personalized Emoticon to extend online buzz and viral effects of the campaign.Shell – FuelSave Driver ChallengeInspire one million drivers to save fuel and show them how 10 tips can help them save more than 10% in fuel consumptionDrivers go to their country-specific Shell web site and complete a training module 100,000 fuel voucher incentives for drivers who successfully complete the trainingWithin the first week – 100,000 drivers were fuel-savers
  • Companies are communicating in different ways using different languageConfusion of language which results in confusion of understandingStill not a “science”Subjective, lots of different words, views and expectations
  • Tell me which statement is from which industry?1: Telecommunications2: Shipping3: ApparelGeneric corporate messages on sustainability alone don’t work, they need a purpose. These statements can apply to ANY company.
  • In the past elites > masses > explosion of channels.
  • Apology communications
  • Wen Jiabao featured government representative.Matichon, Thai daily newspaper, featured news logo.Company needs to create its own coalitions and networks
  • How companies are communicating and engaging.Let’s look at hisory. Nehru, India, looking towards the future…
  • Companies will seldom break through with communication about PAST performance. Communications will have impact and resonance when a company publicly commits to bold FUTURE performance and goals. Examples of “man-to-the-moon” commitments:Coca-cola Sets Target to Recycle or Reuse 100 Percent of its Aluminum Cans And PET Bottles in U.S.Dell : world’s greenest tech company commitmentFluor: ethics commitmentJFK held himself and the government accountable
  • Leverage social platforms to enhance social responsibility
  • Social responsibility > Social marketing > Social media

    1. 1. @BobPickard | Burson-Marsteller Social responsibility >Social marketing > Social media
    2. 2. SOCIAL RESPONSIBILITYUnderstanding Expectations IntelligenceTwo Way Communication TrustTransparency Social License SUSTAINABILITY Resource Constraints Efficiencies Strategic Lens Technical Innovation Operational Excellence Competitiveness
    3. 3. Social marketingDo not smoke! 3
    4. 4. Social marketingWear seatbelts! 4
    5. 5. Merger of social & brand marketing
    6. 6. Corporate Soul Responsibility CorporateResponsibility and Sustainability Sustainability Global Responsibility Corporate Social Sustainable Responsibility: Development Making a Difference Sustainable Citizenship Value
    7. 7. Generic messages don’t work Our people believe passionately that what we do makes a difference for customers and our society as a whole. We are committed to being a great place to work,a thoughtful steward of the environment and a caring citizen in the communities where we live and work. We are passionate about sustainably connecting people and places and improving the quality of life around the world. To us, CSR means taking steps to improve the quality of life for our employees and their families as well as for the community and society at large.
    8. 8. “Socially“Socially responsible corporationsresponsiblecorporationspay back into conduct their operations in line with international ?society.” guidelines on sustainability.”
    9. 9. Forces of ChangeGlobalization Digitization Empowerment
    10. 10. Digitization
    11. 11. Storytelling through infographics
    12. 12. The death of deference
    13. 13. PR professionalism of NGOs
    14. 14. Speed commands the news cycle
    15. 15. Everything that famously goes wrongis now called a ‘PR disaster’• the BP oil spill• the Toyota recall• the Tiger Woods spectacle• the Wenzhou train wreck
    16. 16. 79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS – HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACE Q29-37: How likely do you think it is that your company will experience any of the following potential crisis in the next 6-12 months? (Top 2 Very + Somewhat likely to experience this type of crisis) Global Controversial company developments 50% 21% Online or digital security failure Logistic difficulties 47% 47% 79% Intense regulatory scrutiny of your product or company 45% Critical or negative new media campaigns 43% Danger to product safety 42% Technical accidents 40% Intense political scrutiny of your product or 40% company Likely to experience a potential crisis Criminal actions 33% Not likely to experience a potential crisis©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLANDASSOCIATES
    17. 17. HALF OF COMPANIES DO NOT FEEL CONFIDENT HANDLING NEW MEDIA DURING A CRISIS Q134/135: Which of the following statements is closer to your view? Engaging and monitoring Understanding who online stakeholders are social media channels and how to engage with them 46% 50% 54% DO NOT 50% DO NOT DO HAVE HAVE FULL DO HAVE HAVE A FULL EXPERTISE A GOOD GOOD EXPERTISE GRASP GRASP©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLANDASSOCIATES
    18. 18. SOCIAL MEDIA PUTS INCREASING PRESSURE ON COMPANIES TODAY 81% When it comes to new media of respondents believe that new media’s role in driving 66% reputation during a crisis is on of respondents believe new the rise media has significantly increased the potential cost of a crisis 65% of respondents feel that new media makes crises more 55% However, after a crisis, difficult to manage… believe new media (including social media) has made it easier to recover …And 65%believe it is hard to know who influences opinion online©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLANDASSOCIATES
    19. 19. Be prepared to apologize!
    20. 20. Asian MNCs going digitalTwice as many on social media this year100 80 60 Asian 40 Western 20 0 2010 2011 Percentage of companies using a branded social media platform Burson-Marsteller l Evidence-Based Communications
    21. 21. Korean MNCs lead the way Percentage of companies using a branded social media platform Burson-Marsteller l Evidence-Based Communications
    22. 22. Use of digital for CSRPercentage of corporate marketing or communications posts to company social mediachannels across Asia-Pacific during the period July 01-15, 2011 Burson-Marsteller l Evidence-Based Communications
    23. 23. The rise of peer-to-peer communicationsGo peer-to-peer MONOLOGUE ACTIVE CONVERSATION “They must TWO-WAY DIALOGUE listen and I will be heard” CONTROL ONE-WAY PRO-SUMERS “They can’t hear PASSIVE me and I feel CON-SUMERS insignificant”
    24. 24. Then & NowWe used to control messages about a company.Now messages are created, exchanged and modified by a vast, distributedecosystem of employee, customers, partners, communities, interest groups and‘observers.’We used to tailor communications for specific audiences.Now everyone is a participant.We used to have distinct expertise in andcontrol over the channels of communication.Now channels are exploding in number, are easy to use and now ‘belong’ toeveryone. The Authentic Enterprise, An Arthur W. Page Society Report, 2007
    25. 25. Then & NowWe must position companies, but also define them.Now messages are important but business model, brand, culture, policies andvalues are even more important now.We must not only develop channels for messaging butalso networks of relationships.Now we must lead the development of social networks and the tools andskills of relationship building and influence.We must shift from changing perceptions to changingrealities.Now in a world of transparency, we must lead in shaping behaviour – insideand out – to make the company’s values a reality. The Authentic Enterprise, An Arthur W. Page Society Report, 2007
    26. 26. Then & NowPeople used to looked to thegovernment to solve big problems.Now 90% of consumers and 85% of executives believe thatlarge corporations should play a broader role in society.* The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and PSB Corporate Social Responsibility Branding Survey, 2010
    27. 27. debt crisis • food prices • climate changeenergy supply • the digital dividenuclear security • youth unemployment
    28. 28. 80 major global ‘threats’ identified
    29. 29. Governments cannot do it alone• old systems and institutions simply cannot cope with new complexity and speed• these challenges require the engagement of an entire society of stakeholders• the role of public relations is therefore key Klaus Schwab, World Public Relations Forum 2010
    30. 30. Traditional Influencing Model
    31. 31. The modern Relationship Imperative Collaborate with stakeholders for success today and sustainability tomorrow demands:• Governments need to engage corporations, NGOs and ordinary citizens in their work• Corporations must show ‘micro-level’ accountability to all stakeholders• “Public relations in the public interest” – relationship brokerage to help bring about economic recovery, political freedom, technological advancement and social justice Source: Dan Tisch, Global Alliance for PR and Communications Management
    32. 32. Real Engagement Cloud
    33. 33. “…the past is over and it is thefuture that beckons to us now.”
    34. 34. “We choose to go to the moon”
    35. 35. @BobPickard | Burson-Marsteller Social responsibility >Social marketing > Social media