Social Responsibility: A Digital Dimension

Social Responsibility: A Digital DimensionIan Fenwick SasinEvolution for better or worse

“The future is already here.It's just not very evenly distributedWilliam GibsonFrom the Canadian sci-fi writer who coined the term cyberspace

Digital = GlobalDigital = CommunicationDigital = Different

Internet users already 42% are Asian, with penetration in Asia on 22%, long way to go Asia 42% (825m)(21.5% penetration)China 420 million(31.6%)Internet penetration 20101.97 billion + (29%)http://internetworldstats.com/ Stats taken from site December 2010http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGdstats.com/

Most essential medium, US 2010“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”42%37%14%5%Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.phphttp://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf

http://mashable.com/2011/01/04/internet-surpasses-television-as-main-news-source-for-young-adults-study/Internet Surpasses Television as Main News Source for US Young Adults2010: 65% of under 30’s say internet is their major source for news2007 only 34%TV main news source down to 52%2007 was 68%

Thailand: 13.5m 21% (2008)Bangkok: biz decision-makers 80% topmanagement93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Copyright Ian Fenwickwww.internetworldstats.com/stats3.htm#asia

Media use, hours/week, upmarket adults, Bangkok,14Internet (excl. email)hours/weekTVTV195Newspapers5MagazinesSource: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media OutlookCopyright Ian Fenwick

Media use, hours/week, upmarket adults, Bangkok,25-34 years old,1417Internet (excl. email)Internet (excl. email)hours/week17TVMagazinesNewspapers4Amongst upmarket adults (about top 20% of population) in Bangkok internet and TV usage already (2 years ago) neck and neck 5Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media OutlookCopyright Ian Fenwick

Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook communityThailand started 2010 as one of the fastest growing FB countries. And maintained the pacehttp://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market

http://www.socialbakers.com/facebook-statistics/January 2011As FB increasingly resembles the real world in its composition. Notice the low level of penetration in some of the most populous countries…it will grow

http://www.socialbakers.com/facebook-statistics/January 2011Thailand now is 21st largest FB country. People 60+ in Thailand make up only 1% of our FB users…it will grow

Digital = GlobalDigital = Communication

“the medium is the messageCan’t put it better than famous Canadian Marshall McLuhan. He called “content” the steak the burglar holds to distract the watch dog of the mind. It’s media that changes lives, not messagesThe Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967,watchUnderstanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964,

http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpgWhat is digital communication?

NOT just webDigital communication is communication in any digital medium

“To find something comparable, you have to go back 500 years to the printing press…the birth of mass mediaWired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

“Technology is shifting power away from the editors, the publishers, the establishment, the media eliteNow it’s the people who are taking control.Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004Video showing how a Bic pen exactly fitted into a Kryptonite lock and could open it in seconds. First posted c 2004 to YouTube

http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock…followed up with a post on a cyclist-oriented forum

http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lockRapidly turned into a firestorm, eventually (within 10 days) company announced free product exchange

http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock“This was first described in a British bicycle magazine in 1992 but the issue then disappeared from public view…

http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock“This was first described in a British bicycle magazine in 1992 Digital things don’t disappear…but the issue then disappeared from public view…

Oldimpermeablemembranecommunication from the centerspokespeople

inauthenticCorporate CommunicationsmessagesManagement, EmployeesKryptonite were on the ‘old’ communications model: from the centerOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

pourousimpermeableNewmembranecommunication from theedgesCorporate CommunicationsmessagesManagement, Employeesthe ‘new’ communications model: from the edges, center has less influenceOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

“In June 2010, on average, the global consumer spends about 1 in every 4.5 minutes online onblogs orsocial networking sitesThe Nielsen Companyhttp://www.emarketer.com/Article.aspx?R=1007797

“…internet users trust recommendations from people they know& opinions posted by unknown consumers onlinemore than advertisements on television, on the radio, in magazines and newspapers, or in other traditional mediaNielsen Online, April 2009Social networks don’t lie…Cited in http://www.bazaarvoice.com/resources/stats

NewerTo borrow a metaphor from open source software, it’s from the cathedral (directed top down) to the bazaar (ad hoc, self-directed…hubbub)pourousmembranecommunication everywherespeedCorporate CommunicationsManagement, EmployeesThose side conversations led by advocates are the most persuasive part of today’s communicationOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

http://mashable.com/2009/04/15/youtube-fired/If you think Kryptonite had a problem…Original video’s withdrawn

http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html…the internet is foreverBut still easy to find…

http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.htmlhttp://www.readwriteweb.com/archives/dominos_youtube_video.php…the internet is foreverThe disgusting always gets lots of views. Within hours the exact store location had been determined

…company learned about the video on Tuesday…executives decided not to respond aggressively, hoping the controversy would quiet down. “What we missed was the perpetual mushroom effect of viral sensations,” he said.…By Wednesday afternoon, Domino’s had created a Twitter account, @dpzinfo, to address the comments…presented its chief executive in a video on YouTube by evening.Stephanie CliffordNYT 2009, April 16http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1“Viral rarely quiets down. Notice they had no Twitter

http://www.readwriteweb.com/archives/dominos_youtube_video.phpAfter 2 days the President makes a statement , again it’s now not thereDomino’s PresidentPatrick Doyle…

http://www.readwriteweb.com/archives/dominos_youtube_video.php…the internet is foreverDomino’s PresidentPatrick Doyle…But still easy to find! Which is more impactful? The Prez’s carefully crafted PR speech, or the original disgusting video? Old communication model can rarely match the new one.

Newerpourousmembranecommunication everywherespeed

authenticityCorporate CommunicationsManagement, EmployeesOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

advocatesCorporate CommunicationsManagement, EmployeesOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

considerawarelikeadvocateengagedready to actACTIONStarting to realize the real impact and authenticity of brand advocatesloyal

And turning the sales funnel into an advocates’considerready to actengagedlikeadvocateACTIONawareSocial Megaphone

engageCorporate CommunicationsManagement, EmployeesOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

March 2010http://www.greenpeace.org/international/campaigns/climate-change/kitkat/NGOs seem better at authenticity and engagement

March 17-28, 201068 similar videos get 1.2 m viewsNothing like “banned” to get people watchinghttp://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451http://www.youtube.com/results?search_query=nestle+palm+oil&search_type=&aq=f from

http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share

http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

http://www.facebook.com/NestleThen Greenpeace get their advocates to join the Nestle FB page

March 19, 2010: Damage control?http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736

http://www.facebook.com/NestleThen quiet for several days, followed by some apologiesFinally they publish their side, but on website not FB

…It’s a tough break that you were very publicly called-out by Greenpeace for being a contributor to rainforest deforestation.However, your Draconian response of bullying YouTube into taking down the “Have A Break?” campaign video & insulting your fans & detractors on Facebook has lead to an unmanageable PR nightmare that was totally avoidable.All you had to do was say, “We’re sorry. We’ve heard & share your concerns & are working with Greenpeace to find ways to fix this problem as soon as possible. Please visit nestlecares.com or twitter.com/nestlecares to follow our journey towards sustainability.”Nestlecares.com would have cost you $7.49 on Godaddy & a Twitter profile is free…http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/“Josh Millrod, Digital Strategist, Wieden+Kennedy

By the time you posted a press release about your commitment to become fully sustainable by 2015, it was way too little, way too late.A big part of being social online is actually being social. If you were at a party and someone took 30 minutes to respond to a question and then insulted your grammar and walked away, you probably wouldn’t want to talk to them again. If you had simply said “We messed up” the moment Greenpeace posted their campaign it might not have gone viral, and yourcustomers would be focusing on your commitment to sustainability instead of dead orangutans… which are not cool with the urban influencer and early adopter markets these days.“Josh Millrod, Digital Strategist, Wieden+Kennedyhttp://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/

http://www.greenpeace.org/international/campaigns/climate-change/kitkat/And in the end palm oil is out of KitKats…sad part is that supposedly Nestle trying to achieve that all along. They passed up a great opportunity to explain & engage

don’t lieCorporate CommunicationsManagement, EmployeesOther stakeholdersAdapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

“…you can’t take something off the internetthat’s like trying to take pee out of a swimming pool…It’s in there, it’s in thereJoe Rogan, Newsradiohttp://www.youtube.com/watch?v=0T-CreVC_6Y

“we never, ever, ever intended it to be gunsights. It was simply crosshairslike you see on mapsAide Rebecca MansourSlate, Jan 9 2011The map is off the website, but still on FBhttp://www.facebook.com/note.php?note_id=373854973434http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771http://twitter.com/sarahpalinusa/status/29677744457http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx

“we never, ever, ever intended it to be gunsights. It was simply crosshairslike you see on maps10:43 pm, Nov 4 2010Aide Rebecca MansourSlate, Jan 9 2011The internet is forever remember?http://www.facebook.com/note.php?note_id=373854973434http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771http://twitter.com/sarahpalinusa/status/29677744457http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx

http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html17:19PM. British Standard Time.17:21PM. British Standard Time.Offensive comments there at 17:19…as is someone who’s taking screenshots

http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html17:19PM. British Standard Time.17:21PM. British Standard Time.Two minutes later, offensive remarks gone. Should remember that people will know…maybe some explanation would be good

You’ve got to keep a constant high-level eye on social mediahttp://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/Twitter spamHabitat person decides to boost readership of their tweets by using the hashtags of trending topics.Of course those hashtags were really designed for major events, not furniture sales

You’ve got to keep a constant high-level eye on social mediahttp://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/And, of course, people objected…a lot

http://www.digitaltip.com.au/index.php/habitatuk-apologises-twitter-hashtag-issue/And eventually the company had to apologize

Social Responsibility: A Digital Dimension

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