How can social media influence positive beahviour change? Can social media change the world? Kelly Evans gave this presentation at the East of England Social Marketing and behaviour Change conference in 2012 for the Chartered Institute of Marketing (CIM)
7. SOCIAL MEDIA WILL BE A POTENT
DRIVER OF SOCIAL
RESPONSIBILITY AND POSITIVE
SOCIAL CHANGE IN YEARS TO
COME, INFLUENCING THE
BEHAVIOURS OF INDIVIDUALS,
CORPORATIONS AND
GOVERNMENTS
(DAVID JONES)
8. THOSE WHO DISMISS SOCIAL
NETWORKS AS PLATFORMS
FOR INANE CHATTER
ARE MISSING THE
SIGNIFICANCE OF THE
CHANGES TAKING PLACE IN
THE WORLD TODAY.
9.
10. IF THIS GENERATION OF YOUNG PEOPLE
CAN TOPPLE PREVIOUSLY
IMMOVABLE
DICTATORSHIPSAS WE HAVE SEEN ACROSS THE ARAB
WORLD, THEN IMAGINE WHAT THEY
CAN DO TO YOUR BRAND, YOUR
CAUSE.
12. GLOBAL BRANDS
RECOGNISING
THE POWER OF SOCIAL
MEDIA TO GAIN
COMPETITIVE
ADVANTAGE, WIN
CUSTOMERS AND EARN
LOYALTY.
A POSITIVE FORCE FOR
CHANGE?
13. • BEFORE THE FINANCIAL MELTDOWN, THE
FASTEST GROWING TREND IN BUSINESS
WAS THE MOVE TOWARDS SOCIAL
RESPONSIBILITY.
• THE RUTHLESS PURSUIT OF PROFIT AT
ALL COSTS ALMOST LED TO A TOTAL
COLLAPSE OF THE GLOBAL FINANCIAL
AND ECONOMIC SYSTEM.
• DOING WELL AND DOING GOOD ARE NO
LONGER SEEN TO BE MUTUALLY
EXCLUSIVE.
• A STUDY CARRIED OUT IN 2010 FOUND
THAT 86% OF CONSUMERS BELIEVE IT IS
IMPORTANT THAT COMPANIES STAND
FOR SOMETHING OTHER THAN PROFIT
14. GE WANTS
CONSUMERS TO
TAG GREEN
INNOVATIONS IN
THEIR NEIGHBOUR-
HOOD AND THEN
CHECK IN WHILE ON
FOURSQUARE
15. STARBUCKS ASKS
CONSUMERS TO PLEDGE
TO SWITCH FROM PAPER
CUPS TO REUSABLE MUGS
‒ AND THEN PUBLICISE IT
TO THEIR FRIENDS
16.
17. LEVI CREATED A FACEBOOK GAME TO EDUCATE FANS
ABOUT WATER CONSERVATION. THE MORE THEY
SHARED NEWS OF THE GAME WITH OTHERS VIA SOCIAL
MEDIA, THE MORE LITRES OF WATER THEY UNLOCKED
IN THE GAME ‒ GETTING THE COMBINED TOTAL CLOSER
TO LEVI S 200M LITRE GOAL, AT WHICH POINT IT WOULD
DONATE $250,000 TO HELP WATER.ORG
18. THESE SOCIAL MEDIA- DRIVEN INITIATIVES
ARE NATURALLY INTENDED TO BUILD
GREATER AWARENESS OF THE BRAND S
OWN SOCIAL REPONSIBILITY POSITIONING.
BUT IN ASKING CONSUMERS TO CREATE,
VOTE, LIKE, PLEDGE AND SHARE
ONLINE, THESE TACTICS CAN FOSTER A
CHANGE IN ATTITUDE AND BEHAVIOUR.
19. THE FIGHT AGAINST GLOBAL
WARMING WON T BE WON
SIMPLY BY CONSUMERS
VOTING FOR THEIR
FAVOURITE SUSTAINABILITY
PROJECT ON NOKIA S CLIMATE
MISSION MOBILE GAME,
HOWEVER THESE DIGITAL
INITIATIVES DO IMPART PRO-
ENVIRONMENTAL VALUES AND
HELP SHAPE CONSUMER
PREFERANCE FOR
GREENER
LIFESTYLES.
20. THE
TOBACCO
INDUSTRY
MAY
BE
USING
WEBSITES
SUCH
AS
YOUTUBE
TO
GET
AROUND
A
BAN
ON
ADVERTISING
CIGARETTES,
A
STUDY
SAYS.
RESEARCHERS
IN
NEW
ZEALAND
STUDIED
THE
VIDEO-‐
SHARING
SITE
AND
FOUND
A
NUMBER
OF
PRO-‐TOBACCO
VIDEOS
"CONSISTENT
WITH
INDIRECT
MARKETING
ACTIVITY
BY
TOBACCO
COMPANIES
OR
THEIR
PROXIES".
SOURCE:
BBC
NEWS
23. SOCIAL MEDIA HELPS TACKLE THOSE
BARRIERS TO ADOPTING A
SUSTAINABLE LIFESTYLE.
SOCIAL MEDIA TAKES THE SMALL, INVISABLE
ACTIONS AND BROADCASTS THEM TO THE
REST OF THE WORLD. WHEN POOLED WITH
THE ACTIONS OF OTHERS, SUDDENLY ONE
INITATIVE IS SEEN TO HAVE A
SIGNIFICANT IMPACT.
GLOBAL STUDY FROM THE NETHERLANDS ORGANISATION
25. 82% OF YOUNG PEOPLE BELIEVE
THEIR GENERATION HAS THE
POWER TO BRING ABOUT
POSITIVE GLOBAL
CHANGE AND THE SOURCE OF
THAT POWER IS SOCIAL MEDIA.
26. ARMED WITH MORE INFORMATION
THAN EVER AND EMPOWERED BY
THEIR CONNECTIONS TO
ONE ANOTHER, THEY ARE
COLLECTIVELY INSISTING
THAT THE WORLD BECOME A
BETTER PLACE.
29. • TWITTER - @BPGLOBALPR (AKA LEROY STICK) BEGAN
TWEETING SARDONIC MESSAGES HIGHLIGHTING BP S HAM
FISTED APPROACH TO THE CRISIS.
• POSTS SUCH AS SAFETY IS OUR PRIMARY CONCERN. WELL,
PROFITS THEN SAFETY. OH NO, PROFITS, IMAGE THEN
SAFETY. BUT STILL IT S RIGHT UP THERE BEGAN
APPEARING AND WENT GLOBAL IN MERE SECONDS MAKING
BP A LAUGHING STOCK.
• PEOPLE FAR MORE INTERESTED IN THE SPOOF POSTS THAN
BP S OFFICIAL TWITTER POSTS ‒ THE FORMER HAD 190,000
FOLLOWERS AND THE LATTER JUST 18,000
• THIS MEANT THAT EVERYTIME SOMEONE CARRIED OUT AN
ONLINE SEARCH FOR BP, THE FIRST RESULTS THEY SAW
WERE DAMNING CONDEMNATIONS OF BP!
• PROOF THAT AN INDIVIDUAL CAN TAKE ON A COMPANY AS
BIG AS BP.
32. BEHIND BARS LIVE
STAFFORDSHIRE POLICE USE SOCIAL
MEDIA TO PUBLISH LIVE UPDATES ON
WHAT LIFE BEHIND BARS IS LIKE TO
DETER CRIMINALS.
DID IT WORK? WHO KNOWS, BUT IT S
AN INNOVATIVE WAY TO TRY, AND TO
CREATE TRANSPARENCY IN
POLICING.
34. NESTLE LEARNED THE HARD WAY WHEN IT
WAS ATTACKED FOR ITS PART IN THE
DEFORESTATION OF INDONESIAN
RAINFORESTS, THREATENING ANIMALS WITH
EXTINCTION IN ORDER TO MAKE WAY FOR
PALM OIL PLANTATIONS.
SUPPORT GREW FOR CAMPAIGNS
DEMANDING NESTLE TO CHANGE ITS WAYS.
NESTLE BACKED DOWN.
35.
36. THE EFFECT QUICKLY
SNOWBALLS AS PEOPLE ARE
MORE LIKELY TO TAKE PART IN
INITATIVES THAT HAVE ALREADY
ATTRACTED A CRITICAL MASS OF
PARTICIPANTS; LARGE NUMBERS
SEND A SIGNAL THAT THIS IS
SOCIALLY ACCEPTABLE BEHAVIOUR
(OR NOT).
37. TECHNOLOGY AND SOCIAL
MEDIA HAVE DRAMATICALLY
SHRUNK THE WORLD AND
MADE PEOPLE REALIZE THAT
WE ARE ALL CONNECTED.
38. MAP THE SPILL IS A
MOBILE APP AND
WEBSITE BUILT FOR
THE PUBLIC TO
RECORD THE IMPACTS
OF THE OIL SPILL. THE
PUBLIC RECORD FIELD
NOTES, TAKE PHOTOS
AND VIDEO AND MARK
LOCATIONS ON A MAP.
DESIGNED TO COLLECT
DATA, SHARED WITH
THE PUBLIC. USED BY
RESPONSE TEAMS,
GOVERNMENT AND
SCIENTISTS TO TAKE
ACTION
45. • DON T UNDERESTIMATE THE ABILITY OF
PEOPLE TO COME TOGETHER AND FORM
COMMUNITIES OF INTEREST
• TRY TO BUILD YOUR OWN COMMUNITIES TO
SUPPORT YOUR CAUSE OR EFFORTS
47. SNAP
PHOTOS
OF
YOUR
FOOD.
THIS
APP
WILL
GIVE
YOU
SOMETHING
MUCH
MORE
HELPFUL
THAN
CALORIE
COUNTS.
48. WILL
PROVIDE
A
BIG
PICTURE
BREAKDOWN
OF
YOUR
HABITS
INCLUDING
YOUR
STRENGTHS,
WEAKNESSES
AND
THE
BEST
PLACES
TO
START
MAKING
A
CHANGE.
49. DID
YOU
EAT
BETTER
THIS
WEEK
OR
LAST?
DO
YOU
EAT
BETTER
IN
THE
MORNIGN
OR
EVENING?
OTHER
APPS
TELL
YOU
ABOUT
YOUR
FOOD,
THIS
APP
TELLS
YOU
ABOUT
YOURSELF.
50. WHEN
IT
COMES
TO
EATING
CHOICES,
THIS
APP
GIVES
YOU
A
SECOND,
THIRD,
OPINION…FROM
PEOPLE
LIKE
YOU!
56. 6. TRANSPARANCY
• ONE
WORD
AS
A
GUIDELINE
FOR
RUNNING
A
BUSINESS
/
ORGANISATION
IN
THIS
NEW
SOCIAL
WORLD?
TRANSPARANCY!
• BUSINESSES/
ORGANISATIONS
THAT
ARE
TRANSPARENT,
AUTHENTIC
AND
FAST
WILL
BE
BETTER
ON
EVERY
LEVEL
AND
BE
IN
A
STRONGER
POSITION
IN
THE
NEW
WORLD.
57. SPREADING YOUR MESSAGE IS A LOT
EASIER WHEN YOU DON T HAVE TO
REPEAT YOURSELF. MAKE YOUR
MESSAGE STRONGER, DEEPER AND
MORE IMPACTFUL BY FINDING WAYS TO
HELP OTHERS SHARE IT. THIS IS ONLY
POSSIBLE IF YOU HAVE CRAFTED YOUR
STORY WITH TRUST AND TRUTH.
7. STORYTELLING
59. • SIMPLE CAMPAIGN ‒ LEVERED
BOTH CONSUMER INVOLVEMENT
AND USED SOCIAL MEDIA IN AN
INNOVATIVE WAY
• IKEA UPLOADED ALL THE PAGES
FROM THEIR CATALOGUE TO A
FACEBOOK PAGE. PEOPLE COULD
TAG THEMSELVES ON A
PARTICULAR ITEM OF
FURNITURE.
• THE FIRST PERSON WHO TAGGED
THEMSELVES WON THAT ITEM OF
FURNITURE
• GREAT EXAMPLE OF
COLLABORATIVE PROMOTION
AND A VERY FAST WAY OF
BUILDING A MAJOR DATABASE