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Social Media/CSR workshop
1. The Age of CAT
Social Media Workshop | N.Anagnostou – V.Goulandris
CEO & CSR Money Conference 2010
2. 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
3. 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
5. 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
8. Principles of participation
Conversations - WoM
WOM viral spreading
Trust – Reputation - Fame
Influencer involvement
Relationship Building - Communities
CEO & CSR Money Conference 2010
9. "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.
CEO & CSR Money Conference 2010
10. 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.
CEO & CSR Money Conference 2010
11. 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
12. 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
13. The common ground
Transparency
Social & CSR
Media Accountability
CEO & CSR Money Conference 2010
14. For all Stakeholders
Interest
Groups
Media Suppliers Fan
Clubs
POS Co Staff
Govt
NGOs Shareholders regulators
Engage Identify
Local
communities
Plan Analyse
CEO & CSR Money Conference 2010
24. Strategy First
Tools follow
CEO & CSR Money Conference 2010
25. The CSR 2.0 Adoption Ladder
Fly Align & Change
Run Engage & Energize
Walk Communicate & Connect
Crawl Listen & Broadcast (CSR1.0)
CEO & CSR Money Conference 2010
26. 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
27. The CSR 2.0 Adoption Ladder
Listen
Crawl &
Broadcast
CEO & CSR Money Conference 2010
38. A community connecting
businesses with stakeholders
Brainstorm on ideas for change
CEO & CSR Money Conference 2010
39. Don’t invent the wheel…
DIY grassroots activism
CEO & CSR Money Conference 2010
40. Don’t invent the wheel…
The “karma” of location based cause marketing ►
CEO & CSR Money Conference 2010
41. The CSR 2.0 Adoption Ladder
Align
Fly &
Change
CEO & CSR Money Conference 2010
42. Doing well by doing good…
CEO & CSR Money Conference 2010
43. 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
CEO & CSR Money Conference 2010
44. 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!
CEO & CSR Money Conference 2010
45. “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
CEO & CSR Money Conference 2010