The importance of being earnest:transparency, dialogue and participation in CSR communication
…or how to put the “social” & the“responsibility” in CSR
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
It has affected oureveryday life as citizensand individuals, aspoliticians or scientists,as members of a familyor a group of interest.Digital culture hasdeeply changed theway we rule andmanage corporations
Four key momentsin the evolution ofthe Digital Culture
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”
“ Corporations will not convince us they are human with lip serviceabout ‘listening to customers’. They will only sound human when they empower real human beings tospeak on their behalf. “
2001: the birth of Wikipedia the best example of creation and collaboration among users anda model of “self-organized” and distributed production of knowledge
2004 : What is Web 2.0 Tim O’Reilly2.0 is the convergence of all the technologies and practicesin favour of the horizontal, transparent participation or anyother form of user involvement in its management
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.
FlatnessesFlexibleBottom-upDistributedGlobal TeamsTransparentOpenAgile That is Entreprise 2.0Information sharing
Digital Culture stands for openness adaptability flexibility social and collaborative skills shareability participation honesty transparency trust engagement interactivity communities individuals global local
The Effects of Digital Culture on 4 key areas ReputationCustomer Behaviour ManagementCorporate Communication CSR Strategy
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.
CHANGE IN REPUTATION MANAGEMENTCorporate reputation ismore than ever influencedby the thoughts andconversations ofconsumers.The dialogue betweenconsumers and businessescan be very beneficial forboth and create orstrengthen the sense ofcommunity.
To Manage is more and more to talk with others and to have the capacity ofbuilding up contexts in which the stakeholders of a company can developcollaborative projects that contribute to the community and to common valuecreation.
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.
Companies must not only incorporate the digital culture and social networksas new communication channels. The fact that conversation about ourproducts, services and activities is already taking place spontaneously,forces us to engage in that conversation.
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.
“CSR has to be fullyintegrated in and afundamental part of theorganizational culture”A socially responsiblecompany is one that runsa profitable business,taking into account all theenvironmental, social andeconomic-positive andnegative generated insociety.
Creating positivechange requires theengagement andmotivation of people.Crowd power is built onengagement andinteractivity.Crowd power isprobably the mostuseful tool to add the“social” component toCSR.
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.
Let’s be open to alter processes, products, services, behaviours and be in line with our your stakeholdersapproaches 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
Carlos Magro MazoEOI Escuela de Organización IndustrialI European Congress on CSR CommunicationCC by-sa-ncPhotos : www.flickr.com/creativecommons/