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Social responsibility > Social marketing > Social media @BobPickard | Burson-Marsteller

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Burson-Marsteller Asia-Pacific CEO Bob Pickard's presentation at the 2011 Global HR Forum in Seoul, South Korea.

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Page 1: Social Responsibility > Social Marketing > Social Media

Social responsibility > Social marketing > Social media

@BobPickard | Burson-Marsteller

Page 2: Social Responsibility > Social Marketing > Social Media

SOCIAL RESPONSIBILITY

Understanding Expectations

SUSTAINABILITY

Resource Constraints

Intelligence

Two Way Communication

Transparency Social License

Trust

Strategic Lens

Efficiencies

Operational Excellence Competitiveness

Technical Innovation

Page 3: Social Responsibility > Social Marketing > Social Media

3

Social marketing

Do not smoke!

Page 4: Social Responsibility > Social Marketing > Social Media

4

Social marketing

Wear seatbelts!

Page 5: Social Responsibility > Social Marketing > Social Media

Merger of social & brand marketing

Page 6: Social Responsibility > Social Marketing > Social Media

Corporate Responsibility

Global Responsibility

Sustainable Value

Sustainable Development

Soul

Sustainability

Corporate Social Responsibility: Making a Difference

Citizenship

Corporate Responsibility and

Sustainability

Page 7: Social Responsibility > Social Marketing > Social Media

Our people believe passionately that what we do makes a difference for customers and our society as a whole.

Generic messages don’t work

We are committed to being a great place to work, a thoughtful steward of the environment and a caring citizen

in the communities where we live and work. We are passionate about sustainably connecting people and places

and improving the quality of life around the world.

To us, CSR means taking steps to improve the quality of life for our employees and their families as

well as for the community and society at large.

Page 9: Social Responsibility > Social Marketing > Social Media

“Socially

responsible corporations conduct their operations in line with international guidelines on sustainability.”

“Socially

responsible corporations pay back into society.”

?

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Forces of Change

Digitization Globalization Empowerment

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Digitization

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Storytelling through infographics

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The death of deference

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Page 15: Social Responsibility > Social Marketing > Social Media

PR professionalism of NGOs

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Speed commands the news cycle

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Everything that famously goes wrong is now called a ‘PR disaster’

• the BP oil spill

• the Toyota recall

• the Tiger Woods spectacle

• the Wenzhou train wreck

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©B URS ON -MA RS T E LLE R , LLC | ©P E NN, S CHOE N & B E RLA ND

A S S OCIA T E S

79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS – HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACE

Q29-37: How likely do you think it is that your company will experience any of the following potential crisis in the next 6-12 months?

(Top 2 Very + Somewhat likely to experience this type of crisis)

Global

Controversial company developments 50%

Online or digital security failure 47%

Logistic difficulties 47%

Intense regulatory scrutiny of your product or

company 45%

Critical or negative new media campaigns 43%

Danger to product safety 42%

Technical accidents 40%

Intense political scrutiny of your product or

company 40%

Criminal actions 33%

79%

21%

Likely to experience a potential crisis

Not likely to experience a potential crisis

Page 20: Social Responsibility > Social Marketing > Social Media

©B URS ON -MA RS T E LLE R , LLC | ©P E NN, S CHOE N & B E RLA ND

A S S OCIA T E S

HALF OF COMPANIES DO NOT FEEL CONFIDENT HANDLING NEW MEDIA DURING A CRISIS

Q134/135: Which of the following statements is closer to your view?

46% DO NOT

HAVE FULL

EXPERTISE

54% DO HAVE

FULL

EXPERTISE

50% DO NOT

HAVE A

GOOD

GRASP

50% DO HAVE

A GOOD

GRASP

Engaging and monitoring social media channels

Understanding who online stakeholders are and how to engage with them

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Be prepared to apologize!

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Burson-Marsteller l Evidence-Based Communications

Twice as many on social media this year

Asian MNCs going digital

0

20

40

60

80

100

2010 2011

Asian

Western

Percentage of companies using a branded social media platform

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Burson-Marsteller l Evidence-Based Communications

Korean MNCs lead the way

Percentage of companies using a branded social media platform

Page 24: Social Responsibility > Social Marketing > Social Media

Burson-Marsteller l Evidence-Based Communications

Use of digital for CSR

Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific during the period July 01-15, 2011

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Go peer-to-peer

ON

E-W

AY

MO

NO

LOG

UE

“They can’t hear me and I feel insignificant”

“They must listen and I will

be heard”

PASSIVE CON-SUMERS

TWO-WAY DIALOGUE

ACTIVE

PRO-SUMERS

C O N V E R S A T I O N

C O

N T

R O

L

The rise of peer-to-peer communications

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People used to looked to the government to solve big problems. Now 90% of consumers and 85% of executives believe that large corporations should play a broader role in society.*

The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and PSB Corporate Social Responsibility Branding Survey, 2010

Then & Now

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debt crisis • food prices • climate change

energy supply • the digital divide

nuclear security • youth unemployment

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80 major global ‘threats’ identified

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• old systems and institutions simply cannot cope with new complexity and speed

• these challenges require the engagement of an entire society of stakeholders

• the role of public relations is therefore key

Governments cannot do it alone

Klaus Schwab, World Public Relations Forum 2010

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Traditional Influencing Model

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Collaborate with stakeholders for success today and sustainability tomorrow demands:

• Governments need to engage corporations, NGOs and ordinary citizens in their work

• Corporations must show ‘micro-level’ accountability to all stakeholders

• “Public relations in the public interest” – relationship brokerage to help bring about economic recovery, political freedom, technological advancement and social justice

The modern Relationship Imperative

Source: Dan Tisch, Global Alliance for PR and Communications Management

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Real Engagement Cloud

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“…the past is over and it is the future that beckons to us now.”

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“We choose to go to the moon”

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Social responsibility > Social marketing > Social media

@BobPickard | Burson-Marsteller