social media/csr workshop
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CEO & CSR Money Conference 2010
The Age of CATSocial 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
CEO & CSR Money Conference 2010
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
CEO & CSR Money Conference 2010
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
Conversation Prism
Blogs
Social Networks
Media Sharing
Social Bookmarking
Microblogging
Wikis
Forums
Widgets
etc
Graph by Brian Solis
CEO & CSR Money Conference 2010
CEO & CSR Money Conference 2010
Principles of participation
Conversations - WoM
WOM viral spreading
Trust – Reputation - Fame
Influencer involvement
Relationship Building - Communities
CEO & CSR Money Conference 2010
"Think of social media as a cocktail party.
You don't go into the cocktail party and go into the middle room and scream at the top of your lungs and say, 'Buy my products.' … What works is you have some meaningful conversation first.
And that's just how social media works."
David Spark, San Francisco.
"Think of social media as a cocktail party.
You don't go into the cocktail party and go into the middle room and scream at the top of your lungs and say, 'Buy my products.' … What works is you have some meaningful conversation first.
And that's just how social media works."
David Spark, San Francisco.
CEO & CSR Money Conference 2010
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 andtransparency.
CEO & CSR Money Conference 2010
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
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
The common ground
SocialMedia
CSRTransparency
&
Accountability
CEO & CSR Money Conference 2010
POS Staff
Media
Govt
regulators
Fan
Clubs
Shareholders
Interest Groups
Co
Local
communities
NGOs
For all Stakeholders
Suppliers
Identify
Analyse
Engage
Plan
CEO & CSR Money Conference 2010
Communication beyond advertising
CEO & CSR Money Conference 2010
BP according to users
The BP Case
Images from brandtags.net
CEO & CSR Money Conference 2010
Brandjackingwhere it hurts
most…
…your brand
CEO & CSR Money Conference 2010
CEO & CSR Money Conference 2010
Re: BP buys search engine share of attention spending > $10,000/day on Google Adwords
CEO & CSR Money Conference 2010
CEO & CSR Money Conference 2010
Can you hide?
Information is abundant, realtime.Social media allows user collaboration in crises.
CEO & CSR Money Conference 2010
◄Put this widget
on your site
Campaign ►
Can you hide?
CEO & CSR Money Conference 2010
Strategies
CEO & CSR Money Conference 2010
Strategy First
Tools follow
CEO & CSR Money Conference 2010
Crawl
Walk
Run
Fly
Listen & Broadcast (CSR1.0)
Communicate & Connect
Engage & Energize
Align & Change
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
CEO & CSR Money Conference 2010
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
Crawl
Listen &
Broadcast
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
CEO & CSR Money Conference 2010
Broadcast…
CEO & CSR Money Conference 2010
Broadcast…
CEO & CSR Money Conference 2010
LISTEN
CEO & CSR Money Conference 2010
Walk
Communicate &
Connect
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
CEO & CSR Money Conference 2010
Blog on CSR Policy
CEO & CSR Money Conference 2010
Branded microsite,
blog & forum
on CSR Policy
(did not save them from the knownsocial media fail case!)
CEO & CSR Money Conference 2010
Run
Engage &
Energize
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
CEO & CSR Money Conference 2010
Social applications
CEO & CSR Money Conference 2010
Energizing & mobilizing society
CEO & CSR Money Conference 2010
CEO & CSR Money Conference 2010
A community connecting
businesses with stakeholdersBrainstorm on ideas for change
CEO & CSR Money Conference 2010
Don’t invent the wheel…
DIY grassroots activism
CEO & CSR Money Conference 2010
Don’t invent the wheel…
The “karma” of location based cause marketing ►
CEO & CSR Money Conference 2010
FlyAlign
& Change
The CSR 2.0 Adoption LadderThe CSR 2.0 Adoption Ladder
CEO & CSR Money Conference 2010
Doing well by doing good…
CEO & CSR Money Conference 2010
140.000 IBM employees participated online to the biggest brainstorming session ever made to co-decide
the future strategy of the company
Change starts from within…
CEO & CSR Money Conference 2010
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.”
*…but that’s another presentation!Quote from Evo Terra
CEO & CSR Money Conference 2010
“Reforming management into a disciplinewhich captures the relevant complexities ofsociety, translating critical issues intobusiness action, while aligning profits withwelfare, and thereby maximising thepotential of capitalism – that is a far moredemanding agenda than the exercisespromoted by mainstream CSR.”
Rolf Lunheim, Norwegian University of Science and Technology
CEO & CSR Money Conference 2010
Credits• Cat:http://www.flickr.com/photos/tambako/2473970479/
• Moon Ladder: http://www.flickr.com/photos/preef/2782284370/
• Magnet: http://www.flickr.com/photos/61398524@N00/3776988868
• Post-it: http://www.flickr.com/photos/flatcat/3555774083/
• Lobster cat: http://www.flickr.com/photos/sistermaryeris/2314000696/sizes/l/
• Cat:http://www.flickr.com/photos/tambako/2473970479/
• Moon Ladder: http://www.flickr.com/photos/preef/2782284370/
• Magnet: http://www.flickr.com/photos/61398524@N00/3776988868
• Post-it: http://www.flickr.com/photos/flatcat/3555774083/
• Lobster cat: http://www.flickr.com/photos/sistermaryeris/2314000696/sizes/l/
CEO & CSR Money Conference 2010
Welcome to the Age of Corporate Accountability & Transparency
http://scicada.com
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