http://tbwanyplanning.tumblr.com/ Social Activism 2.0: The Social Media Generation and Social Responsibility

1. SOCIAL ACTIVISM 2.0
The Social Media Generation and
Social Responsibility

2. 1
CHANGING ARCHITECTURE

3. 2
PARTNERSHIPS

4. 3
BRAND YOU (e.g. )
CORPORATE ENGAGEMENT YOU & YOUR PARTNERS

5. 4
WHY RESEARCH SOCIAL ACTIVISM?

6. THE RESEARCH 5
THE SOCIAL MEDIA GENERATION
CAUSES THAT MOVE THEM
WHY BRANDS SHOULD CARE
SOCIAL MEDIA GENERATION ENGAGEMENT IN CAUSES
NEW KIND OF ACTIVISTS FOR A NEW GENERATION
10 WAYS BRANDS CAN GET IN THE GAME

7. THE SOCIAL MEDIA GENERATION

8. THE SOCIAL MEDIA GENERATION (SMG) 7
Under 30s who engage with social media as an integral part of their lives
SOCIAL MEDIA TECHNOLOGY
picture wall instant music
blogs vlogs email crowdsourcing
sharing postings messaging sharing
SOCIAL
PLUGGED IN
72% of18-29 year olds use social
40% of 18-24 year olds spend MOBILE network sites
10-30 hours a month on social
networks, posting and sharing 18-24 year olds spend 3x (Pew Research Center’s Internet Project, 2009)
as much time texting as adults do.
content with their friends
(Nielsen NetView, December 2009) And they spend 2x
as much time 66% of college students go on
texting as young workers, aged social networks daily
(Youth Trends, August 2009)
25-34
(Nielsen Wire, 2008)
(Social Media Technology defined by Kaplan
and Haenlein in “Business Horizons”)

9. EDUCATED AND OPTIMISTIC 8
EDUCATED
MORE IN COLLEGE OPTIMISTIC
10% of college-age adults graduated from college in the 1960s The difference between the
40% of college-age adults are enrolled in college in 2010 millenial generation and the
youth of the 1960s was that
in the 60’s no one wanted to
be a part of the system, while
today’s young graduates, in
contrast, are trying to change
the system from within.

10. THEY ARE NOT LAZY SLACKERS 9
Only 1 in 5 is inactive
While activism used to mean participating in
rallies and protests, for today’s 20-somethings,
supporting (or denouncing) a cause is as simple
as hitting the “like” button on Facebook or
posting a hashtag on Twitter.
Sometimes, that’s where their involvement ends.
But often, it is only the beginning.

11. 3 NEW THEMES OF SOCIAL RESPONSIBILITY 10
SOCIAL IS PERSONAL
Passion for social causes is very personal, often ACTIVISM IS BEING REDEFINED
dictated by gender, lifestage, and circumstance.
Understand their personal point of view in order
to leverage it for your brand. BY SLACKTIVISTS AND 2.0 ACTIVISTS
The SMG has been accused of “not doing anything” but
becoming Facebook fans of causes - but a full 40% of the
SMG donate time, money, and social energy to affect
change in addition to engaging online.
SHARING = SOLVING
Activism is no longer just about rallies
and protests, but increasingly about
gaining knowledge and sharing it.

12. CAUSES THAT MOVE THE SOCIAL MEDIA GENERATION

13. A WIDE RANGE OF CONCERNS 12
Over 90% care about social causes related to education, health, poverty and human rights
HEALTH HUMAN RIGHTS
cancer...access to health care...diseases other than HIV... domestic violence...women’s equal rights...care of the elderly
POVERTY
women’s health...childhood diseases...HIV/AIDS...drug and ...human trafficking...race relations...non-violence and conflict
resolution hunger
alcohol
TIMELY TOPICS EDUCATION LONG TAIL CAUSES
freedom of speech...online privacy information...obesity homelessness/housing...support for the arts...LGBT rights
quality education...access to education...literacy
...fair treatment of immigrants...working conditions...refugee
assistance and aid

14. COLLEGE STUDENTS CARE ABOUT THE UNDERDOG 13
More college students care about human rights causes such as:
v. (graduates in the workplace)
58% 55% Human Trafficking
53% 46% Race Relations
More college students care about poverty causes such as:
v.
64% Hunger
of college graduates in the workplace believe the best 62% 55%
way for companies to support a social cause is to donate
proceeds from purchases (versus only 48% ofHomelessness
college students) 51% 40%

15. WORKERS CARE ABOUT PERSONALLY RELEVANT ISSUES 14
Workers ca
re less abo
inequalities ut solving a
and more a ll the world
bout issues ’s social
impact on that have a
their lives direct
on. and that the
y can have
an impact
v.
75% 70% Access to health care
68% 63% Online privacy information
60% 57% Women’s equal rights
More college graduates in the workplace believe that
corporations have material resources that could help
social causes (a 10 percentage point jump over college
students)

16. WHY BRANDS SHOULD CARE

17. DOING GOOD IS GOOD FOR BRANDS 16
1 THEY KNOW YOU CAN DO IT 2 GIVE THEM SOMETHING TO TALK
ABOUT
3 in 4 resree that companies have the material
ag
ources to support social causes More than 75% would tell their friends about a
use.
company that supports a social ca
3 BE REAL TO WIN THEM AND 4 THEY WILL SHOW YOU
KEEP THEM
THE MONEY 5 THEY WILL WORK
FOR YOU
More than 75% prefer to buy
3 in s4 woloyalty ifportcompanyies wi
uld sup compan th
were from a socially responsible
56%
ase and
purch a
truly involved and made a differ
ence in a company would be more likely
cause to seek employment with a
socially responsible company
Top 100 Socially
Responsible
Companies

18. WHY AND HOW THE SOCIAL MEDIA GENERATION
ENGAGES IN SOCIAL CAUSES

19. CAUSES ARE PERSONAL 18
out
2 in 3 say they care ab
it is
socia l causes because
ey are
im portant to who th

20. GENDER AND LIFESTAGE DRIVE ENGAGEMENT 19
During this stage of their lives, the SMG are defining themselves as women, men, students, and members
of the workforce. Engaging in personally relevant social causes is an important way they can express
who they are and what they stand for.
COLLEGE STUDENTS vs. GRADUATES IN WOMEN vs. MEN
THE WORKPL ACE
83% of women try to stay
informed about their top conc
erns
vs. (11% more than men)
lace believe that
More colle ge graduates in the workp
resources that could help
co rporations have material
e point jump over college
soci al causes (a 10 percentag
students)

21. COLLEGE STUDENTS AND WOMEN LEAD THE REST 20
Both groups care more, stay more informed,
and talk to their friends more about causes than
each of their counterparts
1 WOMEN
2 COLLEGE STUDENTS
More women would tell their friends about
a company that supports a social cause
(74% vs. 65% of men)
76% of college students stay informed
about social causes

22. WOMEN HAVE THEIR OWN ISSUES 21
Women of the SMG are more likely than their male counterparts to share information, stay
informed and care more about causes than men.
CAUSES THAT MORE WOMEN
CARE ABOUT THAN MEN
Domestic violence 80% 55%
Women’s health 80% 41%
Women’s equal rights 73% 42%
Drug and alcohol abuse 61% 39%
Care of the elderly 61% 38%

23. WOMEN DO MORE 22
v.
More women talk to their
74% 65% friends about their top causes
More women would tell their
79% 66% friends about a company that
supports a social cause
More women try to stay
83% 72% informed about their top concerns

24. WHAT ABOUT MEN? 23
Fewer men care about social issues across
the board, but those who do...
- Are more
likely to be
(tax breaks) financially
motivated
- Find more
satisfaction
from onlin
- Would pre
fer to enga e activities
ge with a c
through so ompany sp
cial netwo onsor
- Are more
rk
willing to d
- Motivated onate thei
to engage r time
the way the in social iss
y are perce ues if it cha
ived by oth nges
- Peer pre ers
ssure is mor
for them e likely to tr
igger action

25. COLLEGE STUDENTS SOLVE PROBLEMS THROUGH KNOWLEDGE SHARING 24
76%
of college students stay
informed about social
causes
71%
of them talk to their
friends about social
causes

26. COLLEGE STUDENTS ALSO CARE ABOUT THEMSELVES 25
More college students would engage in a
cause if:
- It were a very well-known event or activity
- It contributed to their resumes
- They were recognized for their involvement
What’s in it for me?
“Skills employers are increasingly
demanding the ability to work in a team,
solve complex problems, and communicate
clearly in print and in person.”

27. HOW THE SOCIAL MEDIA GENERATION ENGAGES 26
1 STAYING INFORMED
80% 2 TELLING THEIR FRIENDS
of college-educated
ABOUT SOCIAL CAUSES
adults get their
information and Knowledge
sharing see
news online toward mor ms to be firs
e familiar fo t step
such as don rms of actio
ating time o n,
r money

28. THE POWER OF ONLINE NEWS 27
56% of college students top 10 sites where they go for
information and news
read news and browse
for information online
TRIBUNE NEWSPAPERS

29. PROBLEM SOLVING IS SOCIAL 28
The SMG share information about causes and
social issues they feel passionate about as a first
step to their involvement
70% tell their friends
about social cau
ses
Mo re than 75%
tr y to st ay informed
about s ocial causes

30. ONLINE ACTIVISTS WALK THE TALK 29
Among those who participated
in online activities in support of
their top social causes:
69% also donated time 62% also donated money
(vs. 48% of the SMG) (vs. 43% of the SMG)

31. SYMBIOSIS OF ONLINE AND PHYSICAL ACTIVISM 30
Tunisia Egypt
Iran
“We were the first to use Facebook, the first to
Undoubtedly, besides youth frustration and anger, the most important use Twitter in order to get out messages and
additional ingredient in the success of the Jasmine revolution was the bring in new people.”
use of new information technologies to quickly spread news
“Things are moving very fast in Egypt, and this is
and images and to help organize street protests.
(Source: Brookings Institute, 2011) the only way of keeping up with the people.”
(Source: The Globe and Mail)
Tunisia
Iran Egypt

32. NEW KIND OF ACTIVISTS FOR A NEW GENERATION

33. SLACTIVISTS AND 2.0 ACTIVISTS AT A GLANCE 32
Our study uncovered two groups that give us a fresh perspective on activism for the SMG.
Slacktivist)s 37% 2.0 Activists 40%
rs
(Knowledge Share (Knowledge Sh arers who Act)
52% 55%
51% 51%
45%
48% 49% 49%

34. FOR SLACTIVISTS, INFORMATION SHARING IS ACTIVISM 33
In this generation, Slacktivists are the most generalized about. Although they may not protest, rally, or
organize sit-ins, their penchant for knowledge sharing makes them a ready-made broadcast force for
awareness building of social causes.
77% consider staying informed as the most satisfying way of engaging
44% find talking to their friends about causes the most satisfying
84% find it important to stay informed about freedom of speech

35. SLACTIVISTS BELIEVE IN COMPANIES 34
CONVERSE
STARBUCKS
NIKE
APPLE
PENGUIN CLASSICS
60% consider donating part of their proceeds the best way companies
can support a social cause
3 in 4 Slacktivists would be more likely to buy from a company that
helps them support a social cause, but are less likely to have multiple
motivations to act than 2.0 Activists

36. 2.0 ACTIVISTS GO WAY BEYOND INFORMATION SHARING 35
76% Donate time
63% Participate in online activities
61% Donate money
55% Attend a meeting or a rally in person
55% Participate in a fundraising activity

37. 2.0 ACTIVISTS OVERLAP WITH YOUR YOUNG WORKERS 36

38. AND MANY VOLUNTEER IN THE AREAS IN WHICH THEY WORK 37

39. 2.0 ACTIVISTS HAVE THEIR REASONS FOR BEING ACTIVISTS 38
62% feel as if they are doing something to help
41% receive information and feel prompted to act
28% think it’s a fun social thing to do

40. 2.0 ACTIVISTS FEEL EMPOWERED 39
56%
of 2.0 Activists would be
more likely to engage in
social causes if they could
do it with their friends
46%
believe they have a
maximum to some impact
on social causes that
matter to them

41. 2.0 ACTIVISTS HAVE GLOBAL CONCERNS BUT FEEL RESPONSIBLE LOCALLY 40
Area of CONCERN for top social issue
53% 52% 43%
GLOBAL NATIONAL LOCAL
Area of personal RESPONSIBILITY
38% 52% 89%
GLOBAL NATIONAL LOCAL

42. THE POWER OF LOCAL ACTIVISM 41
‘Check-in for charity’ got 2010 SXSW
participants in Austin to check-in using
their Foursquare app to raise money for $15,000 was reached in less than
the Save the Children Haiti Relief Fund.
For every check-in, Pay Pal and
48 hours
(Selfish Giving, March 2010)
Microsoft donated $0.25, up to a
maximum amount of $15,000.

43. 10 WAYS BRANDS CAN GET IN THE GAME

44. HOW BRANDS CAN GET IN THE GAME 43
1 UNDERSTAND WHAT MOTIVATES THEM
2 BE THE SOURCE OF INFO THAT PROMPTS THEM TO ACT
3 MAKE IT SOCIAL
4 USE WHAT YOU’VE GOT
5 BE REAL, SHOW THAT THEIR INVOLVEMENT MAKES A REAL DIFFERENCE
6 DON’T UNDERESTIMATE THE ELEMENT OF SURPRISE
7 CONSIDER STARTING AN L3C WITH THEM
8 IGNITE THEIR CREATIVITY
9 CONSIDER CROWDSOURCING
10 UNDERSTAND AND OVERCOME THE BARRIERS

45. 1. UNDERSTAND WHAT MOTIVATES THEM 44
There are a handful of classic motivators that drive engagement in altruism, among them: self-interest, being perceived as altruistic
to gain social approval, getting back as much as you give and relief from guilt. Here are the top reasons the SMG today say they
engage in causes:
TOP REASONS THE SOCIAL MEDIA GENERATION ENGAGES IN CAUSES
n
They feel they ca help 2 They know their involvement will
make
1 do something to
a difference
5 Getting involved seems fun and social
that
e information
They receiv to act
3 They actively seek out involvement 4 prompts them

46. 2. BE THE SOURCE OF INFORMATION THAT PROMPTS THEM TO ACT 45
78% try to stay informed about the causes they care about
55% say that staying informed is the top most satisfying engagement in
supporting a social cause

47. 3. MAKE IT SOCIAL 46
A key motivator for the SMG to get involved is that it’s a “fun social thing to do.” Socializing is both currency and
entertainment for them, so why not couple their existing behavior with their involvement in causes?
1 in 2
would engage in a cause with a
company sponsor if they could do it
with their friends
1 in 3
would be more likely to engage if they could
do so via their social network

48. HARNESS THE POWER OF MOBILE 47
THE RISE OF MOBILE PHILANTHROPY A recent study conducted among US charitable donors
in January, right after the Haiti disaster, found that:
37% of Gen Y respondents considered making a donation
to the Haiti relief efforts via text message
(compared to 27% of Gen X and only 14% of
Boomer respondents)
58% of Gen Y respondents would be willing to contribute
to relief efforts after an emergency via text message
donations
(compared to 43% of Gen X and only 20%
of Boomer respondents)
(Haiti Mobile Giving Survey Report, January 2010)
AND ITS POWER
To support the Haiti victims, the Red Cross Amount raised through texting:
established its own text donation number
$30 Million

49. 4. USE WHAT YOU’VE GOT 48
60% anies
of the SMG believe comp ial
ledge to support soc
h ave the know
causes.
75%
of them think that
companies
have the material
resources that cou
help social causes ld

50. 5. BE REAL, SHOW THEIR INVOLVEMENT MAKES A REAL DIFFERENCE 49
The number one motivation for the SMG to engage in social causes centers around authenticity —
the sense that they are truly involved in making a difference
64%more likely to engage in a social
would be
72%
would engage with a company in a
cause with a company sponsor if the social cause if they felt it made an
company’s involvement was large enough actual difference (rather than just
and significant enough to make a for show)
measurable improvement to the problem

51. 6. DON’T UNDERESTIMATE THE ELEMENT OF SURPRISE 50
The SMG know brands have the resources, but doubt you have the goodwill
to put them to use.
So here’s your chance to surprise them.
Even though o
blame the pr
nly1 in 5
ivate sector fo
problems relate r social
d to poverty, h
rights, health a uman
nd education
majority blam (the
e individuals)
...
...Nearly
morally oblig
half think you’re
ated to help
social cause support
s
Less than 1 in 10 have faith in the
non-profit sector in solving issues related to
poverty, human rights, health, and education.

52. THE MOST CREDIBLE WAY BRANDS CAN CREATE SOCIAL CHANGE 51
BRANDS INDIVIDUALS
Nearly half think you’re
47.5% of the SMG
morally obligated to help
support social causes blame individuals for
contributing most to creating
problems with social issues.
But only 4% believe you
are best positioned to solve BRANDS SHOULD More believe individuals
these social issues
EMPOWER (rather than the public sector,
private sector, and non-profits)
INDIVIDUAL ACTION are best positioned to solve
S
SMG’S FAVORITE BRAND
these social issues.
9/2010)
tation, Mars -
(T he TRU Presen

53. 7. CONSIDER STARTING AN L3C WITH THEM 52
More MBA students are pursuing socially responsible business paths, and schools like Duke’s Fuqua School of Business and Yale’s
School of Management have responded by creating programs to prepare social entrepreneurs. Meanwhile, the government is
allowing individual states (like Vermont, Illinois and Michigan) to form L3Cs: low-profit limited liability corporations — for-profit
businesses whose primary aim is to offer significant social benefits. (Fortune Small Business, 2007), (Daniel Pink Drive, 2010)
THE NEW ENTREPRENEURS
Entrepreneur s
Am erica’s Best Colleges for Social
Park, MA
Babson College, Babson m New York, NY
bia University, Th e Social Enterprise Progra se Ithaca, NY
Colum stainable Global Enterpri
Cornell Un iversity, The Center for Su Enterprise (CASE), Durha
m, NC
nter for the Advancement of Social
Duke University, The Ce tiative of Boston, MA
rvard University, The Social Enterprise Ini hip, NY
Ha m in Social Entrepreneurs
New York University, The Stewart Satter Progra rd, CA
Social Innovation, Stanfo
Stanford University, The Center for nt, Tuscon, AZ
r College of Manageme rkeley, CA
University of Arizona, Elle Center for Responsible Business, Be g Initiative, Boulder,
University of California Berkeley, The r for Entrepreneurs hip Sustainable Venturin
Cente
at Boulder, The Deming
University of Colorado
CO Haven, CT
Social Enterprise, New
Yale Un iversity, The Program on
e of FSB magazine
m the September 2007 Issu
Fro
THE NEW AGRARIANS
Erin Axelrod, who graduated from Barnard last week with an urban studies degree, will not be fighting over the
bathroom with her five roommates on the Upper West Side this summer. Instead she will be living in a tent, using
an outdoor composting toilet and harvesting vegetables on an organic farm near Petaluma, CA. She’s part of a
new wave of liberal arts students who are heading to farms as interns this summer, in search of both work, even if
it might pay next to nothing, and social change.
The New York Times, 05.23.09

54. 8. IGNITE THEIR CREATIVITY 53
Fewer than 1 in 10 find the most common social engagement activities
satisfying: attending a meeting or rally, e-mailing or contacting their local representatives,
raising money, participating in online activities (other than information sharing), leading or
organizing a group event or organization
ARE THEY CYNICAL?
The lack of satisfaction may be due to their
level of cynicism about making a difference
( 40% feel they have no impact on causes no
matter what they do)
...OR ARE THEY BORED?

55. THE MOST POWERFUL WAY BRANDS CAN CREATE SOCIAL CHANGE 54
SOCIAL
SOCIAL CAUSES NETWORKING
FUN
There’s an opportunity to link their passions (causes)
and activities (social networking) with their creative
abilities (Youtube, digital photography, gaming).

56. 9. CONSIDER CROWDSOURCING 55
While connecting the SMG with their long-tail causes may be a promising
endeavor, brands can benefit from going one step further: use their love for
information and sharing to actually create a platform for crowdsourced activism.
The possibilities are endless: digital
sit-ins, homegrown edutainment
campaigns and glocal iReporting of
social issues

57. 10. OVERCOME THE BARRIERS 56
TOP 3 REASONS THEY
DON’T GET INVOLVED
TIME CONSTRAINTS
LACK OF OPPORTUNITIES TO GET INVOLVED
SKEPTICISM THAT THEIR INVOLVEMENT WILL MAKE A
DIFFERENCE
40% of the SMG feel they have no impact on the
causes that matter to them most
OPPORTUNITIES
MAKE IT EASY
MAKE IT ACCESSIBLE
CONVINCE THEM THEY COUNT

58. THANK YOU

59. APPENDIX

60. CAUSES THAT MOVE THE SOCIAL MEDIA GENERATION

61. TIMELY TOPICS 60
77% FREEDOM OF SPEECH
65% ONLINE PRIVACY
INFORMATION
52% OBESITY

62. EDUCATION 61
83% QUALITY EDUCATION
79% ACCESS TO
EDUCATION
69% LITERACY

63. HEALTH 62
75% CANCER
72% ACCESS TO HEALTH CARE
61% DISEASES OTHER THAN HIV
61% WOMEN’S HEALTH
59% CHILDHOOD DISEASES
55% HIV/AIDS
50% DRUG AND ALCOHOL ABUSE

64. HUMAN RIGHTS 63
68% DOMESTIC VIOLENCE
58% WOMEN’S EQUAL RIGHTS
55% CARE OF THE ELDERLY
52% HUMAN TRAFFICKING
50% RACE RELATIONS
47% NON-VIOLENCE AND
CONFLICT RESOLUTION

65. POVERTY 64
59% HUNGER
46% HOMELESSNESS/
HOUSING

66. LONG-TAIL CAUSES 65
41% SUPPORT FOR THE ARTS
40% LGBT RIGHTS
40% FAIR TREATMENT OF
IMMIGRANTS
40% WORKING CONDITIONS
29% REFUGEE ASSISTANCE
AND AID

67. THEY KNOW YOU CAN DO IT 66
The SMG knows you have the goods to help causes, so don’t let them down.
3 in 4
agree that companies have
the material resources to
support social causes
60%
of them agree companies
have the knowledge to
help social causes

68. WHY BRANDS SHOULD CARE

69. GIVE THEM SOMETHING TO TALK ABOUT 68
More than 75% would tell their friends
that supports a social c
ause.
about a company
The SMG already spends most
of their time communicating with
their friends. Why not give your
brand a meaningful place in
their conversation?

70. BE REAL TO WIN THEM AND KEEP THEM 69
The SMG will reward you with brand affinity and loyalty
3 in 4 would think more
company that s highly of a
upports a socia
l cause
s with
ort companie
3 in 4 would supp
hases and lo
yalty if a company
were
in a
purc de a difference
truly inv olved and ma
cause

71. THEY WILL SHOW YOU THE MONEY 70
The SMG will let social responsibility drive purchase preferences...and talk about it after.
Brand loyalties go forward with them into the highest-spending years of their lives.
More than 75%
prefer to buy from a
socially responsible
company
Once this generation enters their 30s,
they will be in the highest consumer
spending index category
(+270 until age 55)

72. THEY WILL WORK FOR YOU 71
Top 100 Socially
56% would be more likely to seek Responsible Companies
employment with a socially responsible company