grow for it - amazon s3 · wfi ingolstadt 31.01.2018. sustainable entrepreneurship 2 nathalie balla...

GROW FOR IT –

IMPLICATIONS FOR A PROFESSIONAL SOCIAL MEDIA

CAMPAIGN ATTRACTING YOUNG ADULTS

Sustainable Entrepreneurship

Professorship of Christian Social Ethics and Social Policy

Nathalie Balla, Lukas Baumann,

Paul Jaffré-Zanner, Linda Kawan, Paul Loewen

WFI Ingolstadt

31.01.2018


2

Nathalie Balla

M.Sc. BWL

International Business Administration

Lukas BaumannPaul Jaffré-Zanner

M.Sc. BWL

International Business Administration

M.Sc. BWL

Entrepreneurship & Social Innovation

Linda Kawan

M.Sc. BWL

Entrepreneurship & Social Innovation

Paul Loewen

M.Sc. BWL

MARKT

Team


3

Management Summary

Our challenge was to develop a Social Media strategy for the Danish non-profit organization

GROW|FOR|IT, targeting young adults

The theoretical background of the four C’s (Cognize, Concur, Curate & Chase) has been analyzed and

was applied together with a content framework for NGOs on Social Media channels

A questionnaire to study the Social Media usage, the sustainability as well as GROW|FOR|IT related

content was designed to derive managerial implications for GROW|FOR|IT

The measured data showed the overall usage of different Social Media channels as well as

participants’ preferred content (styles) for GROW|FOR|IT

There are some limitations of our research, e.g. small sample size, homogenous education, social

desirability as well as the participants’ local concentration

The impact of our research is reflected in the managerial implications which can be divided in two

categories – structure and content, upon which our sample posts were created

D

E

F

B

A

C


4

– Developing a Social Media strategy & communicating

the content among the target group of young adults –

Our Challenge


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1. The Company GROW|FOR|IT

GROW|FOR|IT & Literature

2. Structure & Content of NGO’s on Social Media Channels

3. Methodological Approach

Methodology & Research

4. Empirical Analysis of Findings

5. Limitations

Conclusion of Findings

6. Managerial Implications

Agenda


6







5. Limitations



Agenda


7

Danish non profit

community

planning and

organizing

afforestation

Goal: Balancing

CO² emissions

through planting

trees with high

transparency and

credibility

objectives

Independent of

politics and

financial interests:

all money

collected flows

into tree planting

GROW|FOR|IT is an organization with a complete focus on environment and sustainability

GROW|FOR|IT – Organization Profile


8

▪ Providing pictures and GPS location

of the trees on a map (smartphone

verification)

▪ Providing exact information on how

CO² offset of a tree is calculated

▪ Payment only if tree survives one year

▪ Providing a certificate with all

relevant information

▪ Explaining different sorts of trees,

the planting process, planting

models and their advantages

>>Outstanding Transparency<<

Transparency

▪ Trees (fruits) can be used by local

population

payment for the work

and sustainable protection

▪ Planted to provide shade and

reduce erosion

▪ Planted near schools for children

▪ Most paid jobs are done by local

women

▪ Plants from local nurseries creating

local employment

>>Most other organizations do not

focus on the local population<<

Aid for Locals

8

The USP’s of GROW|FOR|IT

Source: GrowForIt 2018

X

X = GROW|FOR|IT


9







5. Limitations



Agenda


10

CurateAnalyzing how and when to interact on Social

Media and developing a guideline. This needs

to be done in unison throughout the company,

which might require policies for the employees

responsible for Social Media.

CognizeRecognizing the current Social Media

landscape. During this phase, a company should

also look at their competitors to gain a deeper

understanding of how to stand out and make

an impact on the consumers.

ConcurContinue by developing strategies in

accordance to the landscape previously

cognized. Depending on what the

business strives for, strategy needs to be

planned accordingly.

ChaseFinally, non-profit businesses need to

constantly chase information about Social

Media. Companies should be open to adapt

new content presentation styles in the fast

changing Social Media environment.

The Structure of a Social Media Campaign – The 4 C’s

I

Source: Kietzmann et al. 2011; McCarthy et al. 2010


11

▪ Provides interesting

information and build

the base for further

interaction

▪ E.g.: organizations

activities, milestones or

current events

Information

▪ Facilitate the creation of

an online community

1) Thanks and recognition

2) Recognition of current

events

3) Respond to messages

4) Response solicitation:

seeking a response

Community Action

Three key functions of a successful Social Media representation to gain its full potential:

▪ The right Social Media strategy contains all 3 functions

▪ The optimal strategy for GROW|FOR|IT depends on its mission and environment

▪ Mobilizing users to

fulfill the mission

1) Promoting an event

2) Offering a product/

service

3) Learn how to help

4) Cross promotion of

other channels

5) Job ads and call for

volunteers

I

Content Framework for NGO’s on Social Media Channels

Source: Lovejoy/Saxtion 2012


12

Facebook Twitter Instagram YouTube Snapchat Pinterest

2,070 mio. users 330 mio. users 800 mio. users 1,300 mio. users 178 mio. users 200 mio. users

37% 40% 49% 40% 76% 40%

Interaction &

consumption of

contents of

immediate

surrounding

(persons &

interests)

Posting & reading

of short messages

(”tweets”) –

live content

Picture & video

sharing platform,

(private moments,

creativity)

Video portal

Fast-moving

snapshots,

live/real-time

transfers

Discovery &

collection of

creative ideas

(inspiration…)

Pictures & texts Pictures & texts Pictures Videos Pictures & videos PicturesSty

leFocu

s

<35 Y

.

U

ser

Social Media Channels and Their Characteristics

Source: ARD/ZDF-Onlinestudie 2015 & 2016; Social Media Institute 2017


13







5. Limitations



Agenda


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▪ Create a thorough

understanding of Social

Media Usage and The

Structure and Content of

NGO’s on Social Media

Channels

▪ Use the theoretical

background to develop a

survey which evaluates

possible Social Media content

▪ Issue recommendations of

action for GROW|FOR|IT

Research Goal

▪ Definition of appropriate

Categories – Social Media (1),

Sustainability (2),

GROW|FOR|IT (3) –

to survey the target group

▪ Formulation of suitable items

to design the questionnaires’

structure and content

(20 questions)

▪ Surveyed 65 persons of our

target group young adults

Research Method Integration

Methodology – A Three Step Approach

▪ Merge theoretical concepts

with the gained empirical

results from the survey

▪ Provide Managerial

Implications for the Social

Media campaign and general

recommendations of actions of

GROW|FOR|IT and

subsequent limitations based

upon our project experience


15

Social Media1

Sustainability2

– Providing in-depth

knowledge about GROW|

FOR|IT itself, enquiring about

possible Social Media

contents as well as barriers

and reservations concerning

the planting process –

GROW|FOR|IT3

– The overall Social Media

consumption, posting and

sharing behavior and

preferred content

presentation styles of the

selected target group – – Focusing on the awareness

and attitude towards an

eco-friendly lifestyle in

general by referring to CO²

emissions and the possible

compensation willingness –

Conception of our Questionnaire – Three Categories


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Information about our Questionnaire and Participants

▪ 65 duly completed

questionnaires

Participants

▪ Social Media usage

▪ Sustainability in general

▪ GROW|FOR|IT

Question Categories

For 87% sustainability and

environmental awareness are

important or very important

Sustainability

▪ Age 23,8 years

▪ 60% female,

40% male

Demography


17







5. Limitations



Agenda


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▪ Mainly used Channels are Facebook, Instagram and YouTube, therefore GROW|FOR|IT should focus on this

▪ Respondents showed interest for general sustainability facts and the project, less about the actors behind it

Social Media usage:

Facebook (98,41%)

Instagram (80,95%)

YouTube (80,95%)

Snapchat (71,43%)

Desired content from GROW|FOR|IT:

Key facts and news of sustainability (68,25%)

Achieved milestones (63,49%)

Facts and news of environmental change (55,56%)

Presentation of different projects on site (55,56%)

98,41

80,95 80,95

71,43

34,92 31,75

0

10

20

30

40

50

60

70

80

90

100

Facebook Instagram YouTube Snapchat Twitter Pinterest

Which Social Media channels do you use? (%)

55,56 55,5650,79

46,03

0

10

20

30

40

50

60

Key facts and newsof environmental

change

Presentation ofdifferent projects

on-site

Introduction of thefarmers who plantthe trees on-site

Presentation of howthe trees are

planted

Which content would you like to see on a Social Media sites from GROW|FOR|IT? (%)

Analyzing the Results – Social Media

Social Media1


19

A large majority consider sustainability and environmental awareness as important at least (87,3%)

Even more are interested in compensating their carbon emissions (88,89%)

88,89%

4,76%

If there was a possibility to compensate your carbonemission, would you be interested to do so? (%)

Yes

No

36,51%

50,79%

3,17%

3,17%

How important are sustainability and environmental awareness to you? (%)

very important

important

neutral

less important

Analyzing the Results – Sustainability

Sustainability2


20

Analyzing the Results – GROW|FOR|IT

79,37% would like to have a tree planted for them or to plant a tree themselves

60,32% would like to be able to retrace the tree which would have been planted for them

66,67% consider supporting the local population and the farmers who plant the trees in

Africa as important

79,37%

14,29%

Would you plant a tree or would you like a tree to be planted for you? (%)

60,32%

33,33%

If a tree was planted for you, would it beimportant for you to be able to retrace

it? (%)

66,67%

25,4%

Importance of supporting local population (%)

GROW|FOR|IT3


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Intentions

▪ Would plant a tree to

reduce CO² emissions

Interests

▪ Sustainability

▪ Reducing her CO²

foot print

Awareness

▪ Would like to know

how much CO² he/she

produces

Activities

▪ Less time consuming

sustainable activities

(bicycle instead of car)

▪ High time investment

▪ Costs

Obstacles

▪ 23 years old

▪ Use of Facebook,

Instagram & YouTube

Social Media

Our Persona – Lars


22







5. Limitations



Agenda


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Limitations of our Research

The answers may not represent the actual observed behavior

Local concentration

Predominantly German participants in our survey

Sample Size

Relatively small size of the survey sample

Unknown behaviourSocial Desirability

Participants may answer, what they perceive the society expects them to answer. (despite anonymous participation)

Homogeneous Education

Similar academic background of survey participants as the majority have a higher education or are students

Individual Budget

No information on the income of the participants and if/where they have an budget constraint on sustainable behaviour


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5. Limitations



Agenda


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– Starting the #TreeMission on Social Media –

Our Pursued Goal


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Structure Content

▪ Formulation of Posts

▪ Frequency of Posts

▪ Adequate Visualization of Posts

▪ Content Clusters

▪ Hands-on Examples

Managerial Implication for Social Media Channels


27

Structure

▪ Formulation of Posts

Posts in English (maybe Danish additional)

Establishment of hashtag #TreeMission

▪ Frequency of Posts

Steady posting

Three times a week

Build series of topics (e.g. every Friday same content cluster)

▪ Adequate Visualization of Posts

Combination of texts and pictures/videos

Appealing, top quality and authentic pictures

Structural Implications for Social Media Channels


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Content

▪ Content Clusters

Key facts and news of sustainability

Key facts and news of environmental change

Achieved milestones

Presentation of different projects on site

Introduction of farmers who plant trees

Presentation of how trees are planted

▪ Hands-on Examples

Series “CO² emission in daily life”

Stories of farmers – Blog were stories are published and were posts can be linked

Use “News” category on website for content on Social Media

Start of a Social Media challenge, e.g. hugging trees,

posting pictures and nominate others

Enhance engagement by motivating fans/followers to share and tag friends

Content Implications for Social Media Channels


29

Social Media – Mockup Monitor

https://www.facebook.com/GrowForIt-223565971520916/


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Post Examples (1/2)


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Post Examples (2/2)


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#TreeMission


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ARD/ZDF-Onlinestudie (2015): Bewegtbildnutzung nimmt weiter zu – Habitualisierung bei 14- bis 29-Jährigen.URL: http://www.ard-zdf-onlinestudie.de/files/2015/0915_Kupferschmitt.pdf (last visited on 26th January 2018).

ARD/ZDF-Onlinestudie (2016): Dynamische Entwicklung bei mobiler Internetnutzung sowie Audios und Video.http://www.ard-zdf-onlinestudie.de/files/2016/0916_Koch_Frees.pdf (last visited on 26th January 2018).

GrowForIt (2018): About Us. URL: https://growforit.dk/about/?lang=en (last visited on 22nd January 2018).

Kietzman, J. H./Hermkens, K./McCarthy, I. P./Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), pp. 241-251.

Lovejoy, K./Saxton, G. D. (2012): Information, Community, and Action: How Nonprofit Organizations Use Social Media. In: Journal of Computer-Mediated Communication 17 (2012), pp. 337–353.

McCarthy, I./Lawrence, T./Wixted, B./Gordon, B. (2010): A multidimensional conceptualization of environmental velocity. In: The Academy of Management Review 35(4), pp. 604-626.

Social Media Institute (2017): Übersicht aktueller Social Network Statistiken (Laufend ergänzt).URL: http://socialmedia-institute.com/uebersicht-aktueller-social-media-nutzerzahlen/ (last visited on 16th January 2018).

References


35

Back-Up – Additional Slides


36

Social Media – iPhone Mockup


37

1. General Implications for GROW|FOR|IT

2. Benchmarking Selected Co-Players

3. Conception of our Questionnaire

4. Selected Survey Results

5. Detailed Survey Results

Back-Up Agenda


38

Growth Tracking

Making it possible to track the growth of the trees (eventually on Social Media).

Currency

Prices in local currency (€/$) when accessing the website outside of DK.

CO²-Calculator

Offering a CO²-Calculator to calculate a persons individual CO² emissions with the offer to compensate it.

Payment Method

Offering other, more convenient payment methods.

CO²

€

General Implications for GROW|FOR|IT


39

Carbonfund.org

Offer: CO² neutrality for individuals, families, cars,

traveling etc.

Special feature: Modular system to calculate individual

CO² footprint.

Transparency: Low. Financing various projects and no

information where the donation is used.

NATIONAL FOREST FOUNDATION

Offer: Planting trees for a donation. (No information about

CO² offset)

Special feature: Partner of the U.S. Forest service.

Transparency: Low transperence since the U.S Forest

service decides where trees are planted

ECOSIA

Offer: Search engine that finances reforestration projects

with its profits.

Special feature: No costs for users and additional utility

through search engine.

Transparency: Intransperent. No proof that trees have

been planted and no information on administration costs.

GROW-TREES

Offer: Planting trees for a donation. (CO² emission must

be calculated by user to offset for a lifetime/year).

Special feature: varoius planting projects in india to

choose from.

Transparency: Medium. Project can be chosen and GPS

data is provied, but no pictures to proof planting.

39

Benchmarking Selected Main Co-Players


40

Conception of our Questionnaire – Social Media

Question 1: Which Social Media channels do you use?

Question 2: How often du you use these channels?

Question 3: Do you post or share content on Social Media channels?

Question 4: Have you ever participated in a Social Media challenge?

Question 5: If no, could or would you do that?

Question 6: Which form of presentation do you prefer on the different Social Media channels?

Question 7: Do you follow any content related to Sustainability on Social Media channels?

Question 8: If yes, which?

Social Media1

▪ Measurement of young adults’ Social Media consumption in different internet-based networks

▪ Evaluation of preferred content presentation styles to provide further advises


41

Conception of our Questionnaire – Sustainability

Question 9: How important are Sustainability and environmental awareness for your?

Question 10: Do you know how much CO² emissions you produce every year?

Question 11: If no would you like to know how much CO² emissions you produce?

Question 12: Do you promote an eco-friendly way of living?

Question 13: If there was a possibility to compensate carbon emission, would you be interested to do so?

Sustainability2

▪ Measurement of young adults’ attitude towards a sustainable and eco-friendly lifestyle

▪ Evaluation of CO² emission facts and the compensation willingness


42

Question 14: Which content would you like to see on Social Media sites from GrowForIt?

Question 15: Would you plant a tree or would you like a tree to be planted for you?

Question 16: What prevents you from acting in a more sustainable way?

Question 17: If a tree was planted for you, would it be important for you to be able to retrace it?

Question 18: Would it be important for you to support the local population and farmers in Africa who plant the

trees?

GROW|FOR|IT3

▪ Measurement of target groups’ attitude towards GrowForIt and its Social Media contents

▪ Evaluation of the necessity of fully transparent processes and possible barriers & reservations

Conception of our Questionnaire – GROW|FOR|IT


43

48

8

33

18 16

9

5

11

13

4

15

5

3

3

11

7

19

0

10

20

30

40

50

60

70

Facebook Twitter Instagram Snapchat Pinterest Youtube

How often do you use this channel?

Several times a day Daily weekly

Usage Frequency of Social Media Channels


44

35%

63%

Facebook

16%

67%

Instagram

14%

59%

Snapchat

21%21%

Twitter

35%

3%

Pinterest

81%

5%

Youtube

Yes No

Do you post or share content on Social Media channels?

Content Providing and Sharing on Social Media Channels


45

23%

21%

56%

Participation in Social Media challenges

Allready participated in past Would participate Would not participate

The Attitude towards Social Media Challenges


46

33%

67%

Do you follow any content related to sustanability on social media sites?

Yes No

• WFI Dialogue of

Sustainability

• DenkNachhaltig e.V

• Seabin Project

• Mr Mondialisation

• BÜNDNIS 90/ DIE

GRÜNEN

• NGIN Food

• Ecosia

• Pérus

• Nusapack

• WWF

• Engine food

• Greeenpeace

If yes, which?

Importance of Sustainability and Environmental Awareness


47

37%

51%

3% 3%0

0%

10%

20%

30%

40%

50%

60%

very important important neutral less important not important

How important are sustainability and environmental awareness for you?

How important are sustainability and environmental awareness for you?

General Interest in other Sustainable Social Media Sites


48

63%

30%

Do you promote an eco-friendly way of living?

Yes No

Importance of Sustainability and Environmental Awareness


49

0

5

10

15

20

25

30

35

40

45

What prevents you from acting in a more sustainable way?

What prevents you from acting in a more sustainable way?

Possible Barriers of Acting Sustainable


50

Detailed Survey Results (1/35)


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1 unrealistical answer

After correction,

average = 23,8


84


grow for it - amazon s3 · wfi ingolstadt 31.01.2018. sustainable entrepreneurship 2 nathalie balla...

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