social media for sustainability
Post on 21-Oct-2014
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SUSTA
INABLE
COMMUNIC
ATIONS
forSocial Media
ofEVOLUTION
the
Who are we?Q
Social Marketer: behaviors not products. Ads, PR, and events
for local gov clients. Part time snowboarder, surfer, soccer player and shopper
Emi
Marketing information systms designr; web metric consultant;
social entrepreneur; nonprofit advisor. Like spontaneous travel and live jazz.
Jake
140
140
(in 140 characters)
What is Social Capital?Q
Social Capital is the value of network trusting relationships between individuals in an economy.
What is CSR?Q
CSR is a form of corporate self regulation integrated into the business model.
Corporate Social Responsibility
CSR policy embrace responsibility for an organization’s impact on environment, consumers, employees, communities, stakeholders, and the overall public sphere.
CSR is strengthened by a number of standardized frameworks for social accounting and reporting.
Criticism of CSRQ
CSR 1.0
• printed reports
• company centric
• educate stakeholders
• one way communication
• separate from financial reporting
CSR EvolvesQ
CSR 1.0
• printed reports
• company centric
• educate stakeholders
• one way communication
• separate from financial reporting
CSR 2.0
• communication and conversation platform
• companies as a cause
• engage and empower consumer
• collaborative dialog
• CSR integrated into financial reporting
Triple Bottom LineQ
Accounting method that equates ecological and social impact in addition to financial performance.
People Planet Profit
http://triplepundit.com
B-CorporationQ
A corporate entity that uses the power of business to solve social and environmental problems.
http://bcorporation.net
220 companies in 54 industries representing$1.1 billion in yearly revenues
Businesses must adhere to a comprehensive set of transparency and reporting standards in areas of social and environmental responsibility.
The Role of Social MediaQ
Social media can expose your weaknesses, or it can promote your strengths.
You need to reach people with media that they are using on a daily basis.
Social media shouldn’t be used because it is a ‘cool thing’, but because it is a truly effective tool.
JustMeans.com Change.org
The Social Media ReleaseQ
The “Press Release” is becoming an ineffective communication channel.
In addition to announcements & risk management, a SMR strategy can be used to build character and encourage co-creativity around a brand.
The dialog is happening with or without your brand. Smart organizations engage their customers and host the conversation.
SamaSource.org
Are bloggers journalists?Q
Signal vs. NoiseQ
Culture ShiftQ
Organizations need to understand that a communications culture shift is occurring... and they must embrace it!
Empower your organization; ensure that employees are involved in the conversation about your brand.
Use the organization’s mission and core values to create a content syndication strategy that moves beyond traditional media.
Reach out to the “early majority”.
Long Tail CurveQ
Known Talent
Current Talent
Unknown Talent
CrowdsourcingQ
Use social media to identify thinkers in the long tail interested in addressing large problems.
Provide incentives (implicit or explicit) for those interested in addressing big problems.
It is not about the reward, but the impact of the ideas.
