This document discusses how social media can be an effective platform for corporate social responsibility initiatives. It provides examples of how companies have used social media to engage communities in CSR programs, respond to feedback, and strengthen stakeholder relationships. Specifically, social media allows companies to collaborate with customers, participate in discussions, and demonstrate their commitment to social causes in a transparent way. While authentic engagement is important to avoid backlash, social media can deliver new opportunities for businesses to partner and drive positive change if they listen to communities and discuss issues of value.

1. SOCIAL MEDIA
AS AN EFFECTIVE
PLATFORM FOR
CSR INITIATIVES
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2. INDIA, CHANGE & SOCIAL MEDIA
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3. THE RAPE IN DELHI Drizzlin Media®

4. ANTI-CORRUPTION PROTESTS
1.7 lakh 8 Lakh fans on
tweets Facebook 1.9 Lakh likes
mentioned page 1.9 Lakh
37,000
likes
Anna Hazare comments
37,000
comments
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5. THE ARAB SPRING
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7. IS THERE SOMETHING NEW ABOUT THESE
ISSUES?
DICTATORSHIP, CORRUPTION,
RAPE?
WHY NOW?
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8. POWER CONCENTRATION,
ABSOLUTE CONTROL,
LACK OF
TRANSPARENCY…
THESE ARE SOME WORDS SOCIAL MEDIA IS IN DIRECT
CONFLICT WITH.
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9. SOCIAL MEDIA DEMANDS
PARTICIPATION ,
ASKS FOR AND SHARES OPINION,
GATHERS PEOPLE
TOGETHER…
FASTER AND IN BIGGER NUMBERS.
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10. DO BUSINESSES HAVE
SOMETHING IN COMMON
WITH THESE
ATTRIBUTES?
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11. SO HOW DOES SOCIAL MEDIA CHANGE THE
SUSTAINABILITY DISCOURSE?
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12. YOUR COMMUNITY INITIATIVES
ARE NOW DISCUSSED
ONLINE.
THEY ARE CRITICALLY
ANALYZED AND
INFLUENCE MANY OTHERS. Drizzlin Media®

13. YOUR STAKEHOLDERS CAN
SHARE THEIR OPINIONS
AND PUBLICALLY VOICE
THEMSELVES
ON YOUR INITIATIVES
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14. KELLOGG’S “NATURAL” KASHI
In April 2012, a grocer in Rhode
Island found out Kellogg’s Kashi
used genetically engineered, non-
organic ingredients, and pulled Kashi
products from his store's shelves and
later posted pictures and notification
through social networking tools, some
customers began to call into question
Kellogg's use of the term "natural" used
on Kashi product labels.
Kashi's general manager responded by
stating, "The FDA has chosen not to
regulate the term 'natural.'"
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15. KELLOGG’S “NATURAL” KASHI
Photos of the note the grocer tacked onto his shelves
started popping up on Facebook and food blogs. Drizzlin Media®

16. KELLOGG’S “NATURAL” KASHI
ON TWITTER ON FACEBOOK
Consumers took to the digital streets with their anger, posting on Kashi's own Facebook
page, as well as the pages of several organic cereal makers and organic stores.
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17. THERE IS AN OPPORTUNITY TO
LEARN FROM THIS FEEDBACK
AND PROACTIVELY
ENGAGE WITH THE
COMMUNITY.
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18. KELLOGG’S “NATURAL” KASHI
On April 30, 2012, Kashi introduced its “Kashi
Commitment,” an initiative to increase the use of
organic ingredients and partner with The Non-GMO
Project. Kashi states that, based on pounds, “by the
end of 2015 over half of [Kashi's] food will be Non-
GMO Project Verified” and that they will “continue to
increase the use of organic ingredients where
possible” while maintaining a focus on positive
nutrition.
As of August 2012, nine Kashi products
are Non-GMO Project Verified.
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19. KASHI CURRENTLY STANDS AS THE
LARGEST SELLER OF NON-GMO
PROJECT VERIFIED READY-TO-EAT
CEREAL AND THEWIDEST
DISTRIBUTOR OF ORGANIC CEREALS
IN U.S. GROCERY STORES.
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20. WHY SHOULD WE DO THIS?
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21. WHY?
• Customers care about brands that bring value to
society.
• A good track record means more supporters
in a crisis.
• Easy, engaging communication= less gossip & rumours.
• Third party endorsement is strong.
• It’s a bit of marketing, makes good business
sense.
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22. HOW SHOULD WE DO
THIS?
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23. HOW?
• Developing a pool of volunteers.
• Engaging the community to participate in problem
solving.
• Collaborate to innovate.
• Design your agenda with them.
• You can involve youremployees to demonstrate
your commitment to a cause.
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25. TIMBERLAND’S TREE PLANTING INITIATIVE
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26. Timberland Helps Haiti Plant 2 Million Trees
(and counting)
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27. LOCAL PROGRAMS…LOCAL PARTNERS
Timberland trees are planted by their employees,
business partners, friends, community members,
Earthkeepers, service organizations, and volunteers.
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29. UNILEVER’S SUSTAINABLE LIVING PLAN
DOUBLE REVENUES IN 10 YEARS WHILE WE
HALVE OUR ENVIRONMENTAL FOOTPRINT
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30. COLLABORATE TO INNOVATE
Through the Unilever Foundation, the company is are partnering
with five leading global organisations – Oxfam, PSI, Save the
Children, UNICEF, and the World Food Programme. The
Foundation is dedicated to improving quality of life through the
provision of hygiene, sanitation, access to clean drinking water,
basic nutrition and enhancing self-esteem. Drizzlin Media®

31. ENGAGING THE COMMUNITY
-ENCOURAGING BEHAVIOUR CHANGE
Consumers told Unilever they feel powerless to make a
difference: the scale of the challenge is too great and their
individual actions are too small. Unilever wants consumers to
understand how their brand choices and small actions, when
added to those of others, can make a big difference across the
world. Many of their brands have run campaigns to raise
awareness and encourage changes in behaviours.
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32. INVOLVE YOUR EMPLOYEES
Unilever is starting to link progress to reward. An increasing
number of managers, from the CEO downward, have
sustainability goals as part of their compensation.
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33. USE OF SOCIAL MEDIA
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34. Doesn’t come without its share of criticism…
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37. LISTEN AND
UNDERSTAND.
TELL STORIES AND
SHARE.
ENGAGE AND
BE TRANSPARENT.
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38. WHAT DO
YOU HAVE TO
BE CAREFUL
ABOUT?
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39. WHAT
ARE THE
CHALLENGES?
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40. AUTHENTICITY IS THE
KEY TO AVOIDING
SOCIAL MEDIA
SCREW-UPS
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41. STORIES BEFORE STATS.
TALK LESS.
DISCUSS MORE.
SHARE INSIGHTS.
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42. ?
OPPORTUNITY
OR THREAT?
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43. IT’S A THREAT TO THOSE,
WHO DO NOT SEEK TO
BRING REAL VALUE TO ITS
PEOPLE, PARTICIPATE
WITH THEIR COMMUNITY,
GIVE VOICE TO THEIR
EMPLOYEES.
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44. IT'S AN OPPORTUNITY
BECAUSE THERE ARE
NOW SO MANY WAYS TO
PARTNER TO DRIVE
CHANGE.
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45. SO HERE’S SUMMING UP
THE OPPORTUNITIES…
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46. SOCIAL MEDIA HELPS COMPANIES TO…
ENGAGE
DELIVER ENGAGE
AUDIENCES
NEW WITH CSR IN ACTIVE
IDEAS. STORIES. DIALOGUE
LISTEN DRIVE
BUILD
AND THE MESSAGE
TRUST
LEARN HOME
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47. THANK YOU!
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