Social Media/CSR workshop

The Age of CAT
Social Media Workshop | N.Anagnostou – V.Goulandris

CEO & CSR Money Conference 2010

Agenda
Social Media: What is & how to
CSR & Social Media: The relation
The BP oil spill case
About Strategies
The CSR Adoption Ladder


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


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.


Conversation Prism
Blogs
Social Networks
Media Sharing
Social Bookmarking
Microblogging
Wikis
Forums
Widgets
etc

CEO & CSR Money Conference 2010 Graph by Brian Solis

Principles of participation
Conversations - WoM

WOM viral spreading

Trust – Reputation - Fame

Influencer involvement

Relationship Building - Communities


"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.


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.


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

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

The common ground

Transparency
Social & CSR
Media Accountability


For all Stakeholders
Interest
Groups

Media Suppliers Fan
Clubs

POS Co Staff

Govt
NGOs Shareholders regulators
Engage Identify

Local
communities
Plan Analyse


Communication beyond advertising


The BP Case

BP according to users
CEO & CSR Money Conference 2010 Images from brandtags.net

Brandjacking
where it hurts
most…

…your brand


Re: BP buys search engine share of
attention spending > $10,000/day
on Google Adwords


Can you hide?

Information is abundant, realtime.
Social media allows user
collaboration in crises.


Can you hide?
◄Put this widget
on your site

Campaign ►


Strategies

Strategy First
Tools follow


The CSR 2.0 Adoption Ladder

Fly Align & Change

Run Engage & Energize

Walk Communicate & Connect

Crawl Listen & Broadcast (CSR1.0)


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



Listen
Crawl &
Broadcast


Broadcast…


LISTEN



Communicate
Walk &
Connect


Blog on CSR Policy


Branded microsite,
blog & forum
on CSR Policy

(did not save them
from the known
social media fail case!)



Engage
Run &
Energize


Social applications


Energizing & mobilizing society


A community connecting
businesses with stakeholders
Brainstorm on ideas for change


Don’t invent the wheel…

DIY grassroots activism


Don’t invent the wheel…

The “karma” of location based cause marketing ►



Align
Fly &
Change


Doing well by doing good…


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


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!


“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


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/


Welcome to the Age of Corporate
Accountability & Transparency
http://scicada.com


Social Media/CSR workshop

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