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Social responsibility > Social marketing > Social media

The intersection of social responsibility, social marketing and social media presents challenges and opportunities for today's corporate communicators.

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Social responsibility > Social marketing > Social media

  1. 1. @BobPickard | Burson-Marsteller Social responsibility >Social marketing > Social media
  2. 2. SOCIAL RESPONSIBILITYUnderstanding Expectations IntelligenceTwo Way Communication TrustTransparency Social License SUSTAINABILITY Resource Constraints Efficiencies Strategic Lens Technical Innovation Operational Excellence Competitiveness
  3. 3. Social marketingDo not smoke! 3
  4. 4. Social marketingWear seatbelts! 4
  5. 5. Merger of social & brand marketing
  6. 6. Corporate Soul Responsibility CorporateResponsibility and Sustainability Sustainability Global Responsibility Corporate Social Sustainable Responsibility: Development Making a Difference Sustainable Citizenship Value
  7. 7. Generic messages don’t work Our people believe passionately that what we do makes a difference for customers and our society as a whole. 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.
  8. 8. “Socially“Socially responsible corporationsresponsiblecorporationspay back into conduct their operations in line with international ?society.” guidelines on sustainability.”
  9. 9. Forces of ChangeGlobalization Digitization Empowerment
  10. 10. Digitization
  11. 11. Storytelling through infographics
  12. 12. The death of deference
  13. 13. PR professionalism of NGOs
  14. 14. Speed commands the news cycle
  15. 15. Everything that famously goes wrongis now called a ‘PR disaster’• the BP oil spill• the Toyota recall• the Tiger Woods spectacle• the Wenzhou train wreck
  16. 16. 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% 21% Online or digital security failure Logistic difficulties 47% 47% 79% 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 40% company Likely to experience a potential crisis Criminal actions 33% Not likely to experience a potential crisis©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLANDASSOCIATES
  17. 17. 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? Engaging and monitoring Understanding who online stakeholders are social media channels and how to engage with them 46% 50% 54% DO NOT 50% DO NOT DO HAVE HAVE FULL DO HAVE HAVE A FULL EXPERTISE A GOOD GOOD EXPERTISE GRASP GRASP©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLANDASSOCIATES
  18. 18. SOCIAL MEDIA PUTS INCREASING PRESSURE ON COMPANIES TODAY 81% When it comes to new media of respondents believe that new media’s role in driving 66% reputation during a crisis is on of respondents believe new the rise media has significantly increased the potential cost of a crisis 65% of respondents feel that new media makes crises more 55% However, after a crisis, difficult to manage… believe new media (including social media) has made it easier to recover …And 65%believe it is hard to know who influences opinion online©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLANDASSOCIATES
  19. 19. Be prepared to apologize!
  20. 20. Asian MNCs going digitalTwice as many on social media this year100 80 60 Asian 40 Western 20 0 2010 2011 Percentage of companies using a branded social media platform Burson-Marsteller l Evidence-Based Communications
  21. 21. Korean MNCs lead the way Percentage of companies using a branded social media platform Burson-Marsteller l Evidence-Based Communications
  22. 22. Use of digital for CSRPercentage of corporate marketing or communications posts to company social mediachannels across Asia-Pacific during the period July 01-15, 2011 Burson-Marsteller l Evidence-Based Communications
  23. 23. The rise of peer-to-peer communicationsGo peer-to-peer MONOLOGUE ACTIVE CONVERSATION “They must TWO-WAY DIALOGUE listen and I will be heard” CONTROL ONE-WAY PRO-SUMERS “They can’t hear PASSIVE me and I feel CON-SUMERS insignificant”
  24. 24. Then & NowWe used to control messages about a company.Now messages are created, exchanged and modified by a vast, distributedecosystem of employee, customers, partners, communities, interest groups and‘observers.’We used to tailor communications for specific audiences.Now everyone is a participant.We used to have distinct expertise in andcontrol over the channels of communication.Now channels are exploding in number, are easy to use and now ‘belong’ toeveryone. The Authentic Enterprise, An Arthur W. Page Society Report, 2007
  25. 25. Then & NowWe must position companies, but also define them.Now messages are important but business model, brand, culture, policies andvalues are even more important now.We must not only develop channels for messaging butalso networks of relationships.Now we must lead the development of social networks and the tools andskills of relationship building and influence.We must shift from changing perceptions to changingrealities.Now in a world of transparency, we must lead in shaping behaviour – insideand out – to make the company’s values a reality. The Authentic Enterprise, An Arthur W. Page Society Report, 2007
  26. 26. Then & NowPeople used to looked to thegovernment to solve big problems.Now 90% of consumers and 85% of executives believe thatlarge 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
  27. 27. debt crisis • food prices • climate changeenergy supply • the digital dividenuclear security • youth unemployment
  28. 28. 80 major global ‘threats’ identified
  29. 29. Governments cannot do it alone• 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 Klaus Schwab, World Public Relations Forum 2010
  30. 30. Traditional Influencing Model
  31. 31. The modern Relationship Imperative 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 Source: Dan Tisch, Global Alliance for PR and Communications Management
  32. 32. Real Engagement Cloud
  33. 33. “…the past is over and it is thefuture that beckons to us now.”
  34. 34. “We choose to go to the moon”
  35. 35. @BobPickard | Burson-Marsteller Social responsibility >Social marketing > Social media