Social Media/CSR workshop

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A presentation given at the CEO & CSR money Conference (Athens, Greece) on the 11th of June 2010

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Social Media/CSR workshop

  1. 1. The Age of CAT Social Media Workshop | N.Anagnostou – V.Goulandris CEO & CSR Money Conference 2010
  2. 2. Agenda Social Media: What is & how to CSR & Social Media: The relation The BP oil spill case About Strategies The CSR Adoption Ladder CEO & CSR Money Conference 2010
  3. 3. The New Drivers of Change Ubiquitous connectivity (4bill mobile phones, 1,5 bill internet users) Collective consciousness (moulded through globalization, shared through social networks, enhanced through open collaboration) Multiple identities (your employee may well be a member of your NGO adversary) Convergence (and messages spreading across media, devices, platforms, even cultures) The Open Source Paradigm CEO & CSR Money Conference 2010
  4. 4. CEO & CSR Money Conference 2010
  5. 5. What is social media Social media and networks refers mainly to content that citizens create via free-to-use online tools and platforms, the aim being to share views, opinions, experiences etc with people they select to connect with. “Democratization” of the public space; the end of the hierarchical relationships and mediators, the rise of informal networks, new forms of interaction, self organization and self definition of communities. Transparency & Accountability: Core promise of a networked society. CEO & CSR Money Conference 2010
  6. 6. Conversation Prism Blogs Social Networks Media Sharing Social Bookmarking Microblogging Wikis Forums Widgets etc CEO & CSR Money Conference 2010 Graph by Brian Solis
  7. 7. CEO & CSR Money Conference 2010
  8. 8. Principles of participation Conversations - WoM WOM viral spreading Trust – Reputation - Fame Influencer involvement Relationship Building - Communities CEO & CSR Money Conference 2010
  9. 9. "Think of social media as a cocktail party. "Think of social media as a cocktail party. You don't go into the cocktail party and go into You don't go into the cocktail party and go into the middle room and scream at the top of your the middle room and scream at the top of your lungs and say, 'Buy my products.' … What lungs and say, 'Buy my products.' … What works is you have some meaningful works is you have some meaningful conversation first. conversation first. And that's just how social media works." And that's just how social media works." David Spark, San Francisco. David Spark, San Francisco. CEO & CSR Money Conference 2010
  10. 10. CSR: Business as usual? • Stakeholders demand that the company they support has business practices that positively impact society while achieving financial success. • The performance of a company is based on the "triple bottom line" or "sustainable" approach - social, environmental, and financial data • Largely a self-regulating mechanism but governance issues increasingly creep in (e.g. financial markets, food etc) • CSR embraces two main concepts: accountability and transparency. CEO & CSR Money Conference 2010
  11. 11. CSR: What is not… Charity & donations, Annual Reports that no-one reads, advertising your good deeds, tacky messages, inconsistent behavior, lack of truthful communication, underestimating your audience, a… Fake CEO & CSR Money Conference 2010
  12. 12. CSR: What is… A responsible citizen, an active member of society which assists in advancing its values and strengths, which listens and debates earnestly, which respects people and is... Authentic CEO & CSR Money Conference 2010
  13. 13. The common ground Transparency Social & CSR Media Accountability CEO & CSR Money Conference 2010
  14. 14. For all Stakeholders Interest Groups Media Suppliers Fan Clubs POS Co Staff Govt NGOs Shareholders regulators Engage Identify Local communities Plan Analyse CEO & CSR Money Conference 2010
  15. 15. Communication beyond advertising CEO & CSR Money Conference 2010
  16. 16. The BP Case BP according to users CEO & CSR Money Conference 2010 Images from brandtags.net
  17. 17. Brandjacking where it hurts most… …your brand CEO & CSR Money Conference 2010
  18. 18. CEO & CSR Money Conference 2010
  19. 19. Re: BP buys search engine share of attention spending > $10,000/day on Google Adwords CEO & CSR Money Conference 2010
  20. 20. CEO & CSR Money Conference 2010
  21. 21. Can you hide? Information is abundant, realtime. Social media allows user collaboration in crises. CEO & CSR Money Conference 2010
  22. 22. Can you hide? ◄Put this widget on your site Campaign ► CEO & CSR Money Conference 2010
  23. 23. Strategies CEO & CSR Money Conference 2010
  24. 24. Strategy First Tools follow CEO & CSR Money Conference 2010
  25. 25. The CSR 2.0 Adoption Ladder Fly Align & Change Run Engage & Energize Walk Communicate & Connect Crawl Listen & Broadcast (CSR1.0) CEO & CSR Money Conference 2010
  26. 26. What you can do… Employees: Ambassador power, let them co-create your policy, identify leaders and laggards, induce motivation and pride. Customers: Find what makes them tick, identify their own networks and interests, listen to them, share your policies, open the window. Investors: Explain-explain-explain, there is never enough info, address their concerns and answer their questions before they are voiced. NGOs: Tap into knowledge you don’t have, networks you don’t own, innovative ideas you can’t produce CEO & CSR Money Conference 2010
  27. 27. The CSR 2.0 Adoption Ladder Listen Crawl & Broadcast CEO & CSR Money Conference 2010
  28. 28. Broadcast… CEO & CSR Money Conference 2010
  29. 29. Broadcast… CEO & CSR Money Conference 2010
  30. 30. LISTEN CEO & CSR Money Conference 2010
  31. 31. The CSR 2.0 Adoption Ladder Communicate Walk & Connect CEO & CSR Money Conference 2010
  32. 32. Blog on CSR Policy CEO & CSR Money Conference 2010
  33. 33. Branded microsite, blog & forum on CSR Policy (did not save them from the known social media fail case!) CEO & CSR Money Conference 2010
  34. 34. The CSR 2.0 Adoption Ladder Engage Run & Energize CEO & CSR Money Conference 2010
  35. 35. Social applications CEO & CSR Money Conference 2010
  36. 36. Energizing & mobilizing society CEO & CSR Money Conference 2010
  37. 37. CEO & CSR Money Conference 2010
  38. 38. A community connecting businesses with stakeholders Brainstorm on ideas for change CEO & CSR Money Conference 2010
  39. 39. Don’t invent the wheel… DIY grassroots activism CEO & CSR Money Conference 2010
  40. 40. Don’t invent the wheel… The “karma” of location based cause marketing ► CEO & CSR Money Conference 2010
  41. 41. The CSR 2.0 Adoption Ladder Align Fly & Change CEO & CSR Money Conference 2010
  42. 42. Doing well by doing good… CEO & CSR Money Conference 2010
  43. 43. Change starts from within… 140.000 IBM employees participated online to the biggest brainstorming session ever made to co-decide the future strategy of the company CEO & CSR Money Conference 2010
  44. 44. Yes, there is a ROI…* “Social Media Investment… leads to an Action, that creates a Reaction, which delivers a Non-Financial Impact, that may ultimately… …cause a Financial Impact.” Quote from Evo Terra *…but that’s another presentation! CEO & CSR Money Conference 2010
  45. 45. “Reforming management into a discipline which captures the relevant complexities of society, translating critical issues into business action, while aligning profits with welfare, and thereby maximising the potential of capitalism – that is a far more demanding agenda than the exercises promoted by mainstream CSR.” Rolf Lunheim, Norwegian University of Science and Technology CEO & CSR Money Conference 2010
  46. 46. Credits •• Cat:http://www.flickr.com/photos/tambako/2473970479/ Cat:http://www.flickr.com/photos/tambako/2473970479/ •• Moon Ladder: http://www.flickr.com/photos/preef/2782284370/ Moon Ladder: http://www.flickr.com/photos/preef/2782284370/ •• Magnet: http://www.flickr.com/photos/61398524@N00/3776988868 Magnet: http://www.flickr.com/photos/61398524@N00/3776988868 •• Post-it: http://www.flickr.com/photos/flatcat/3555774083/ Post-it: http://www.flickr.com/photos/flatcat/3555774083/ •• Lobster cat: http://www.flickr.com/photos/sistermaryeris/2314000696/sizes/l/ Lobster cat: http://www.flickr.com/photos/sistermaryeris/2314000696/sizes/l/ CEO & CSR Money Conference 2010
  47. 47. Welcome to the Age of Corporate Accountability & Transparency http://scicada.com CEO & CSR Money Conference 2010

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