Cause Media
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The document discusses how social media and digital technologies are impacting social responsibility and activism. It gives examples of how Google stood up for human rights in China by threatening to pull out over hacking of activists' emails. It also discusses how Twitter and social media were crucial in spreading information about the 2010 Haiti earthquake and facilitating donations. The document advocates that brands are now defined by how all users interact with them on social media rather than top-down messaging.
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- 1. Photo credit: http://i40.photobucket.com/albums/e240/mspeach819/Great%20photos/heart_hand_crp.jpg SOCIAL IMPACT, SOCIAL RESPONSIBILITY & SOCIAL MEDIA “ Digital Entertainment Media: Issues & Opportunities” Lee Fox (guest lecturer)
- 13. Earthquake in Haiti January 12, 2010
- 15. Within days, mobile donations to Haiti exceeded total number of mobile donations to all causes in 2009
- 17. 01/15/10 8:03am
- 21. Self-actualization Esteem Love / Belonging Safety
- 22. Self-actualization Esteem Love / Belonging Safety Millenials (16-29) believe: … 87% ... charity starts @ home … 50% ... volunteerism is a sign of success (source: Yankelovich Monitor 08/08) … 71% ... believe they will be successful … 96% ... get along w/ their parents … majority ... economy & planet … 45% ... want to cure a disease
- 23. “ The idea that the brand can control the message has been completely obliterated, and there’s nothing any company can do about it.” A brand is not defined by the product or service, but by everybody who uses, talks and interacts with it.
- 31. Lee Fox Founder Chief Innovation Officer 310.883.2212 KooDooZ Corporation is focused on the empowerment of middle and high school youth via an online portal of engagement. Our COPPA-compliant site is purposed with personal, societal and global “challenges” rich in volunteerism, community service and/or service learning opportunities. These signature cause and social impact challenges are developed in partnership with non-profit and profit-for-purpose organizations with measurable impact outcomes.
Notas del editor
- People pay attention to the things that help make sense to their lives. In other words… stories… Storytelling is at the heart of social media.
- Enormous news in the social media world – when on January 12 th , Google puts principles before profit and announces that it will no longer continue censored operations in China, this after suffering cyber attacks. Access to information in China has always been regulated, and the Great Digital Wall powerfully controls its people. Over the last two weeks, China and the US have been grabbing headlines over the cyber attacks suffered by Google. Two days ago, Secretary of State, Hilary Clinton demanded that China investigate the attacks. The Facts as we know them – and remember this is the media reporting: Google was infiltrated The infiltration included – among many things – the theft of emails from Chinese dissidents The virus appeared to be a hallmark of Chinese cyberwarfare and was originated from Taiwanese servers. Early claims of a Chinese-language only journal have been contradicted. Google literally created an international incident when it announced plans to stop censoring search results in China. While U.S. officials didn’t explicitly laud Google’s anti-censorship stance, Clinton’s well-timed statements were clearly aimed at China and China’s state media has since begun a series of counterattacks that accuse U.S. leaders of spearheading the Google anti-censorship controversy. And even of accusing the US of having a hacking double standard and using the internet to drive a revolution in Iran. (I’ll get to that) Following Google’s standoff in China, Motorola struck a deal with Google’s arch rival, Baidu – faster than you can text a donation to Haiti! This is explained because Motorola has gone from 20% of the Chinese mobile market to a mere 2%. Meanwhile, some Chinese media that rarely deviate from the party line have warned that Google’s departure could slow technology development and hurt China’s economy. On the other side of the coin, while Google will not acquiesce to the Chinese government demands for censored search results, it still wants access to the country’s engineering talent and steadily growing online advertising & mobile phone markets. in the meantime China accused the US of having a hacking double standard and of using the internet to drive a revolution in Iran.
- 2005 / 2006: Google China is established, and launches in January 2006 At the time, they made it clear that they would “carefully monitor conditions in China, including new laws other restrictions on our services.” February 2006: PBS analysis reports clear differences between results returned for controversial keywords by the censored & uncensored search engines April 2007: Google China spokesperson admits having employed censorship practices May 2008: A powerful 7.9 earthquake
- The last time China had had an earthquake of this magnitude, it took 3 months for them to admit that it had happened. Now they might have liked to have done this here – but even the government learned of the magnitude from citizen-journalists: The BBC gets their first wind of the Chinese quake from Twitter, several minutes before the American Geological Survey had anything up online. RTE new of Ireland said “no major damage after China earthquake” SKY news reported 4 children were killed and over 100 injured ChinaView reported NO buildings had collapsed – even though an Australian newspaper reported they had. Still, there was no stopping the explosion of information that was being posted on social media channels. People on the ground took pictures, bloggers detailed the impact to their local Provinces, etc. Within ½ a day, donation sites were up and pouring in from all over the world in a coordinated global response. People began to learn buildings had toppled and that people lost their lives. AMAZINGLY, the Chinese decided to let the citizen reporting happen – this was a period of media openness. And then WHOA! People from the Sichuan Province, began to question why 900 teenagers were buried in the earthquake when their school collapsed. They uncovered that their own officials had taken bribes to allow the buildings to be erected without the proper adherence to code. The Citizen Journalists reported that, and began protesting. The protests continued until the Chinese government cracked down, and began arresting the people and pulling off the user-generated content portals on the Internet. China is one of the most successful manager of internet censorship.
- Situational Awareness (What has happened) Communications (From the disaster site & between responders) Coordination of disaster relief Coordination between individuals Mobilizing volunteers Mobilizing financial donations Providing information to the media on what is happening & what has happened Information on missing persons Reuniting of individuals and families who have become separated
- [video links in youtube images] Meanwhile, in Tibet, there is rioting that is caught on video. March 2008 : Chinese Government says Tibet torture video is “a fake” and blocks YouTube. By this time, China has at least 210M internet users. I’m only going to show you a small amount of the video that was viewed over 3,500 times… prior to it’s block:
- March 2009 Google announces censorship of YouTube June 2009 In anticipation of Tiananmen’s 20 th anniversary, the Chinese authorities block internet access to Twitter, Flickr, Bing, Live.com, Hotmail and several other sites, such as Wordpress and Blogger. By that time there are: Estimated to be 338M Chinese Internet Users January 12, 2010: Hackers and Google announces it is no longer willing to continue censoring January 13, 2010: News breaks that U.S. Congress plans to investigate Google’s allegations
- Right during the time that the Chinese are censoring their media intake, Iran’s 10 th presidential election is being held. Between June 2 nd and June 8 th , broadcast nightly debates were on TV – this was the first time Iran had held television debates between candidates. The Telegraph described the campaign as “unusually open by Iranian standards, but also highly acrimonious.” It was marked by heated rhetoric between the incumbent and his challengers. Debates about the economy played the biggest role in the campaign, with the global recession looming in people’s minds. About 1-in-5 Iranians live under the poverty line. Mobile phone communications were interrupted in Tehran on election day and the BBC has stated that “heavy electronic jamming” was being used to halt their broadcasts. According to the NY Times, an employee of the Interior Ministry claimed that the government had been preparing fraud for weeks, purging anyone of doubtful loyalty and importing pliable staff members from around the country. The election was stolen. Protestors took to the streets, with a sea of green… IRAN: Government shuts down mass media. Foreign journalists are expelled. All of these photos are taken by non-professionals in Iran. The people use twitter with the hastag IRANelection, and it becomes a 24-hour news channel and a crucial conduit. The State Department asks Twitter to postpone a system update so that Twitter will stay up, and the world can stay in touch. Photo Credit: http://www.altalang.com/images/stock/Iran-election.jpg Photo Credit: http://scrapetv.com/News/News%20Pages/Everyone%20Else/images-3/iran-election.jpg Photo Credit: http://www.ps76.fr/wp-content/uploads/iran-election-03.jpg Photo Credit: http://static.rp-online.de/layout/showbilder/45516-APTOPIX_Mideast_Iran_Election_LON109.jpg
- The government arrested over 170 people – among them were prominent politicians. Violence continued to escalate and incidents were filmed of gunfire shooting into crowds. Then a citizen journalist caught on tape the death of Nedra – a young University student who stood in peaceful protest. The video of her death spread across the internet virally, gaining the attention of international media. Discussions about the incident on Twitter with the hashtag “Nedra” became a trending topic on Twitter by the end of the day on June 20 th , 2009. The incident was not originally reported by the state-controlled Iranian media. The first reporting came from the international media as a result of the video posting on Facebook. While Nedra’s death attracted widespread media attention, The Guardian was also maintaining a list of numerous other people who were killed or arrested since the election. The Government simply was issuing official information on these facts. Hospitals were prohibited from registering the dead bodies or the injured people. It was reported that the government simply removed the dead bodies on back of trucks before the hospitals could get the names or other information. No one was allowed to speak to the wounded. It is estimated there were 150 casualties from the June 20 th protests. In order to stay “in the know” the U.S. State Department urged Twitter to postpone a schedule network upgrade that would have briefly put the service offline. Twitter delayed the network upgrade because “events in Iran were tied directly to the decision making process.” of the US Government. Iran was known to operate one of the world’s most sophisticated Web filtering systems, with widespread blockades on specific sites. During the protests this was intensified dramatically.
- At the tail end of 2009, hackers known as the “Iranian Cyber Army” attacked Twitter – a tool oft used by Iranian opposition supporters. More recently, these same hackers have allegedly paralyzed Baidu – China’s biggest search engine, which commands over 60% of the country. China’s state-run People’s Daily website published a screen grab showing a message reading “This site has been hacked by the Iranian Cyber Army,” alongside a picture of the Iranian flag. As some of you may know, the opposition Green Movement in Iran is planning a series of large protests in early February, with the hope that this will culminate in a massive pro-regime march to commemorate the victory of the 1979 Islamic Revolution. In the last few years, the governments of Beijing & Tehran have come together as “allies” especially in economics & trade. Since the hacking, the Chinese have speculated that this hacking is in retaliation against Chinese Twitter users who have used a #CN4IRAN hashtag to express their support for reformists. They have also pointed to the strained relations between Chinese and Iranian bloggers who have engaged in an intense debate online since the Chinese Daily referred to The Gulf as “The Arabian Gulf” and not the “Persian Gulf,” which caused offense.
- The spread of information networks if forming a new nervous system for our planet. When something happens, the rest of us learn about it in real time – from real people. And we can respond in real-time as well. In many respects, information has never been so free. There are more ways to spread more ideas to more people than at any moment in hisory. And even in authoritarian countries, information networks are helping people discover new facts and making governments more accountable. During his visit to China in November, for example, President Obama held a town hall meeting with an online component to highlight the importance of the internet. He said: “The more freely information flows, the stronger societies become” He spoke about how access to information helps citizens hold their own governments accountable, generate new ideas, encourages creativity and entrepreneurship. On their own, new technologies do not take sides in the struggle for freedom and progress, but the United States does. We stand for a single internet where all humanity has equal access to knowledge and ideas. And we recognize that the world’s information infrastructure will become what we and others make of it. So as technology hurtles forward, we must think back to that legacy. We need to synchronize our technological progress with our principles. Think of the networks that are out in the world today… http://www.guardian.co.uk/technology/2010/jan/12/iranian-hackers-chinese-search-engine
- Video upper right Some aid in the movement of people or resources, others facilitate exchanges between individuals with the same work or interests. But the internet is a network that magnifies the power and potential of all others. Blogs, emails, social networks and text messages have opened up new forums for exchanging ideas. Increasingly, U.S. Companies are making the issue of internet and information freedom a greater consideration in their business decisions. And it boils down to trust between firms and their customers. Consumers everywhere want to have confidence that the internet companies they rely on will provide comprehensive search results and act as responsible stewards of their own personal information. Firms that earn that confidence will prosper in the marketplace. Before I move into how these first 10 slides apply to social media in the context of running an every day organization, let me remind you of the third mega event that has happened in these last six weeks. <<INSERT INFORMATION ABOUT HAITI>> Raw video: http://www.youtube.com/watch?v=Q2f_MAECLD8 http://news.bbc.co.uk/2/hi/americas/8455629.stm The earthquake takes out all landline & most mobile phone lines immediately. Those with generators have mobile access coupled with a few who have mobile web.
- 150,000 posts containing both “Haiti” and “Red Cross” have been tweeted since Tuesday.
- http://mgive.com/HaitiGraphs/PercentDonations.html Numbers on donations received from individuals: total at $528 million as of 01/27/10 http://philanthropy.com/news/updates/index.php?id=10632 http://philanthropy.com/news/updates/index.php?id=10679 Article on mobile giving – could have tapped a resource that otherwise would not have donated: http://news.cnet.com/8301-27083_3-10435948-247.html
- In the past, the biggest peak was when people raised $190,000 via the Text2HELP campaign in the wake of Hurricane Ike in 2008 American Red Cross had raised approximately $185-million as of Wednesday at 4pm Eastern time. Of that amount, more than $29-million was received via text message. http://philanthropy.com/news/updates/index.php?id=10679
- For people who work at companies which discourage employee activity on social networks, do they loose important engagements like these? http://www.pollypearson.com/main/2010/01/haiti-relief-companys-employees-and-communities-tweet-and-click-into-action-social-media-and-engaged.html
- Once they notice us, how do we keep them interested enough to engage in some sort of transaction
- Today’s brands have to consider Maslow's hierarchy of needs before they begin to engage their customers & prospects with marketing. Especially when it comes to engaging the Millennial generation, as their driving force is powerful: &quot;Challenging times see people craving care, empathy, sympathy, and generosity. Now, with a full-blown recession having set in, they will need to see more examples of businesses generating value that goes beyond just meeting consumers' needs.
- This will imply several profound paradigm shifts: essence instead of luxury, free sharing instead of monetized scarcity, radical transparency instead of brand control, authenticity instead of image, empathy instead of focus groups, conversations instead of messaging, collaboration instead of dissemination. A &quot;meaning surplus&quot; will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
- The rise of new media communities and social media sites offers a good way to gauge the dynamics of social participation among large groups. Our economic recession means a greater number people will be spending an increased amount of time online and open to new means of diversion. This will inevitably be a time for many online entertainment companies to throw in the towel, but for some, it will be a springboard to capture wider, more engaged audiences and maximize financial growth. New technologies have stepped in and validated other ways of providing information that have proved useful to communities Social media really allows brands to capitalize on this. Not only does it allow more of these conversations to go on, and more people to be reached by them, it also means that brands can facilitate and join these conversations. This is why online communities are important, and really allow brands to engage with their customers. Social networks promise intimacy At a scale to impact the enterprise.
- Let’s take a look at a conservative bank that has been serving its customers for more than 160 years – most of which are among the world’s wealthiest. Chase has always had a keen interest in philanthropic ventures, and to become more relevant to prospective bankers, the “Chance Community Giving” campaign was launched in November to inspire a new way of corporate philanthropy. Dubbed the Chase Community Giving campaign, it was launched on Facebook – and was, at the time -- one of the biggest online contests, open to more than 500,000 charities and offering over $5M in prizes. Of course, just one month later, Pepsi would top that with its’ Refresh Contest – offering $20M in prizes. The relevance of this campaign is significant. According to a September 2009 report by Mintel on “Eco Boomers and Finance,” just 56% of 18-24 year olds own any banking product – usually a savings account (41%). But this figure jumps to 70% among those 25-29. So there is a huge opportunity if a bank can grab the attention of the Millennials, which is the largest generation 80M people. http://www.pntmarketingservices.com/pntsite/node/87
- Chase understood that it should market with meaning, and to do that, it created an innovative Facebook crowdsourcing initiative where Facebook users were given the chance to participate in 3 rd party giving to their favorite charities. Chase Community Giving launched this grassroots campaign to inspirire a new way of corporate philanthropy. The contest was the culmination of a two-part “vote for me” cause marketing strategy that started in November. By simply adding Chase Community Giving as a friend on Facebook, the community could vote for which of more than 500,000 small & local nonprofits were to receive donations from Chase totaling $5M. This is the largest number ever for a program of this type. Of that number roughly 500 non profits with an operating budget of $10M or less would be eligible. The charity receiving the most votes would be awared $1M – the top 5 runner ups to receive $100K each, and the 100 finalists to be awarded $25,000 each. Each Facebook user was able to cast up to 20 votes in the 1 st round – in a one for one model where you can only vote for the same organization once. In round two, the top 100 organizations would have the option to submit a “Million Dollar Grant” proposal to Facebook users, detailing the difference they would make in their local community with the significant extra resources. Round Two voting open again the to community. During the first round, Chase came under scrutiny in a NY Times article where at least 3 non-profit groups – Students for Sensible Drug Policy, the Marijuana Policy Project and an anti-abortion group – Justice for All – say they believe that despite their lead as top 100 contenders, Chase disqualified them over concerns about associating its name with their missions. Dubbed the “Chase Banks’ Online Contest Fail” – a firestorm of criticism followed. The top eligible vote-getters were announced in December, and each organization received $25k. This caused immediate controversy because of the contest eligibility rules and the lack of a leaderboard. The second round of the contest opened on January 15 th -- just three days after the Haiti earthquake, and many of the fans on the Chase Community Giving page rose their voices in chorus to donate the money to Haiti relief instead of continue with the program. Although Chase had donated to Haiti, this was not transparent to the online community, as the Facebook fan page was not updated with that information for another 2 days. So what happened?
- Over the holidays and into early January, the Chase Community Giving contests quietly implemented a leader board – a scoreboard showing who’s winning based on a number of votes. Unlike standard practice for other contests, the Chase leader-board was not updated in real time. Having real-time information is very important to those participating, and the twice-a-day schedule made it tough to motivate and make real-time adjustments to their strategy. Real time leader boards make the contest very transparent. The platform initially had some technical problems where the voting pages and leader-board landing pages did not load quickly. Perhaps it comes as no surprise that the race to the finish line ended with more allegations of dubious behavior by contest participants and those watching them to compete. In watching the leader-board, Invisible Children had a dramatic lead in the last 2 days, but was taken over by Twloha with a lead of 10,000 votes. Then the vote swung back again in the other direction, and Invisible Children had won!
- Sisters, 15-year old Emma and 17-year old Jayne launched a group on facebook to petition “Extreme Makeover: Home Edition” to rebuild the Bugffalo home that was devastated in the recent crash of Flight 3407. Facebook has 150M users and has become a significant place for the everyday activities that engage communities. Instead of 100 people in a local community, there are tens of thousands of people to chip in for any kind of disaster or emergency. Social networking makes people more philanthropic. When people see their friends join groups, they get interested. After getting the attention of ABC and EMHE, the sisters revamped the facebook page into a support group.
- Networked markets are beginning to self-organize faster than companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter and more demanding of qualities missing from most business organizations. Digital Millennials – Charitable Giving & Cause Marketing (w/ profiles of “giver types”): http://www.youth-marketing-presentations.com/2008/12/digital-millennials-charitable-giving.html http://blog.monty.de/?p=579 http://trendwatching.com/trends/8trends2008.htm#brandbutlers http://contextrules.typepad.com/transformer/2009/02/disneys-expertise-in-customer-experience-shows-in-success-of-viral-video.html http://ow.ly/nnR (p37)