Social Responsibility: A Digital Dimension

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Copyright © ian fenwick. All rights reserved

Social Responsibility: A Digital Dimension

Ian Fenwick Sasin

Evolution for better or worse

Copyright © by ian fenwick. All rights reserved

digiAindra

William Gibson

The future is already here.It's just not very evenly distributed

“From the Canadian sci-fi writer who coined the term cyberspace


digiAindra

Part 1

Part 2

Part 3

Digital = Global

Digital = Communication

Digital = Different


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Part 2

Part 3

Part 1 Digital = Global

Copyright Ian Fenwick

Internet penetration 20101.97 billion + (29%)

Asia 42% (825m)(21.5% penetration)

China 420 million(31.6%)

http://internetworldstats.com/ Stats taken from site December 2010http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGdstats.com/

Internet users already 42% are Asian, with penetration in Asia on 22%, long way to go

http://internetworldstats.com/

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Copyright © ian fenwick. All rights reserved

Most essential medium, US 2010

42%

37%

14%

5%

“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”

Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.phphttp://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf


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http://mashable.com/2011/01/04/internet-surpasses-television-as-main-news-source-for-young-adults-study/

Internet Surpasses Television as Main News Source for US Young Adults

2010: 65% of under 30’s say internet is their major source for news2007 only 34%

TV main news source down to 52%2007 was 68%


digiAindraThailand: 13.5m 21% (2008)Bangkok:

Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008

top management 93%

www.internetworldstats.com/stats3.htm#asiaCopyright Ian Fenwick

biz decision-makers 80%


digiAindraMedia use, hours/week, upmarket adults, Bangkok,


19TV

Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

14Internet (excl. email)

hours/week


5Magazines

5Newspapers

TV


digiAindraMedia use, hours/week, upmarket adults, Bangkok,


25-34 years old,

Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

14Internet (excl. email)Internet (excl. email) 17hours/week


TV 17

Newspapers

4

Magazines5

Amongst upmarket adults (about top 20% of population) in Bangkok internet and TV

usage already (2 years ago) neck and neck


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http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market

Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community

Thailand started 2010 as one of the

fastest growing FB countries.

And maintained the pace


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http://www.socialbakers.com/facebook-statistics/

January 2011

As FB increasingly resembles the real world in its composition. Notice the low level of penetration in some of the most

populous countries…it will grow


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http://www.socialbakers.com/facebook-statistics/

January 2011

Thailand now is 21st largest FB country. People 60+ in Thailand make up only 1% of

our FB users…it will grow


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Part 1

Part 3

Part 2

Digital = Global



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Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964,

the medium is the message

The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967,watch

“

Can’t put it better than famous Canadian Marshall McLuhan. He called “content” the steak the burglar holds to distract the watch

dog of the mind. It’s media that changes lives, not messages


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http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg

What is digital communication?


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NOT just web

Digital communication is communication in any digital medium


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Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

To find something comparable, you have to go back 500 years to the printing press…

“the birth of

mass media


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Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

Technology is shifting power away from the editors, the publishers, the establishment, the media elite

“

Now it’s the people who are taking control.


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http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004

Video showing how a Bic pen exactly fitted into a

Kryptonite lock and could open it in seconds.

First posted c 2004 to YouTube

http://www.youtube.com/watch?v=-9bN0zfMFW4


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http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock

…followed up with a post on a cyclist-oriented

forum



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Rapidly turned into a firestorm, eventually (within 10 days) company announced free product exchange



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This was first described in a British bicycle magazine in 1992 “

but the issue then disappeared from public view…



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This was first described in a British bicycle magazine in 1992 “

but the issue then disappeared from public view…

Digital things don’t disappear…



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Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009

Old

Management, Employees

Corporate Communications messages

communication from the center• spokespeople

trained rehearsed controlled inauthentic

membraneimpermeable

Kryptonite were on the ‘old’ communications model: from the center


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Corporate Communications

membrane

messages

communication from the

pourous

edges

impermeableNew

the ‘new’ communications model: from the edges, center has less influence


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Part 1

Part 2

Part 3

Digital = Global


Digital = Different


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In June 2010, on average, the global

consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites

The Nielsen Company

“http://www.emarketer.com/Article.aspx?R=1007797


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…internet users trust recommendations from people they know

& opinions posted by unknown consumers online

more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media

Nielsen Online, April 2009

“Social networks don’t lie…

Cited in http://www.bazaarvoice.com/resources/stats


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Newer



membranepourous

speed

communication everywhere

To borrow a metaphor from open source software, it’s from the cathedral (directed

top down) to the bazaar (ad hoc, self-directed…hubbub)

Those side conversations led by

advocates are the most persuasive part

of today’s communication


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http://mashable.com/2009/04/15/youtube-fired/

If you think Kryptonite had a problem…

Original video’s withdrawn


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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

…the internet is forever

But still easy to find…


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http://www.readwriteweb.com/archives/dominos_youtube_video.php


The disgusting always gets lots of views. Within hours the exact store location had been determined



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…company learned about the video on Tuesday…executives decided not to respond

aggressively, hoping the controversy would quiet down.

“What we missed was the perpetual mushroom effect of viral sensations,” he said.

…By Wednesday afternoon, Domino’s had

created a Twitter account, @dpzinfo, to address the comments…presented its chief

executive in a video on YouTube by evening.Stephanie Clifford

NYT 2009, April 16http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1

“Viral rarely quiets down. Notice they had no Twitter


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Domino’s PresidentPatrick Doyle…

After 2 days the President makes a statement , again it’s now not there


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Domino’s PresidentPatrick Doyle…But still easy to find! Which is more impactful? The Prez’s carefully

crafted PR speech, or the original disgusting video? Old communication model can rarely match the new one.


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Newer



membranepourous

speed authenticity



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Newer



membranepourous

speed authenticity advocates



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awareconsider

like

engagedready to act

ACTION

loyal

advocate

Starting to realize the real impact and authenticity of brand advocates


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advocate

aware

consider

like

engaged

ready to act

ACTION

Social Megaphone

And turning the sales funnel into an advocates’


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Newer



membranepourous


social megaphone

engage



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March 2010

http://www.greenpeace.org/international/campaigns/climate-change/kitkat/NGOs seem better at authenticity and engagement


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http://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451 http://www.youtube.com/results?search_query=nestle+palm+oil&search_type=&aq=f from

March 17-28, 2010

68 similar videos get

1.2 m viewsNothing like “banned” to get people watching

http://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451

http://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451

http://www.youtube.com/results?search_query=nestle+palm+oil&search_type=&aq=f




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http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share


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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/


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http://www.facebook.com/Nestle

Then Greenpeace get their advocates to join the Nestle FB page


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March 19, 2010: Damage control?

http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736


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March 19, 2010: Damage control?

http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736


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http://www.facebook.com/Nestle

Finally they publish their side, but on website not FB

Then quiet for several days, followed by some apologies


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…It’s a tough break that you were very publicly called-out by Greenpeace for being a contributor to rainforest deforestation.

However, your Draconian response of bullying YouTube into taking down the “Have A Break?” campaign video & insulting your fans & detractors on Facebook has lead to an unmanageable PR nightmare that was totally avoidable.

All you had to do was say, “We’re sorry. We’ve heard & share your concerns & are working with Greenpeace to find ways to fix this problem as soon as possible.

Please visit nestlecares.com or twitter.com/nestlecares to follow our journey towards sustainability.”

Nestlecares.com would have cost you $7.49 on Godaddy & a Twitter profile is free…

http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/

“Josh Millrod, Digital Strategist,

Wieden+Kennedy


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By the time you posted a press release about your commitment to become fully sustainable by 2015, it was way too little, way too late.

A big part of being social online is actually being social. If you were at a party and someone took 30 minutes to respond

to a question and then insulted your grammar and walked away, you probably wouldn’t want to talk to them again.

If you had simply said “We messed up” the moment Greenpeace posted their campaign it might not have gone viral, and your

customers would be focusing on your commitment to sustainability instead of dead orangutans… which are not cool with the urban influencer and early adopter markets these days.

http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/

“Josh Millrod, Digital Strategist,

Wieden+Kennedy


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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

And in the end palm oil is out of KitKats…sad part is that supposedly Nestle trying to achieve that all along. They passed up a great opportunity to explain & engage


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Newer



membranepourous


social megaphone

engagedon’t delete

don’t lie



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http://www.youtube.com/watch?v=0T-CreVC_6Y

…you can’t take something off the internet

that’s like trying to take pee out of a swimming pool…

It’s in there, it’s in there

Joe Rogan, Newsradio

“


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http://www.facebook.com/note.php?note_id=373854973434

http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771

http://twitter.com/sarahpalinusa/status/29677744457

http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx

“ we never, ever, ever intended it to

It was simply crosshairs

Aide Rebecca Mansour Slate, Jan 9 2011

be gunsights.

like you see on maps

The map is off the website, but still on FB





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http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx

“ we never, ever, ever intended it to

10:43 pm, Nov 4 2010

It was simply crosshairs

Aide Rebecca Mansour Slate, Jan 9 2011

be gunsights.

like you see on maps

The internet is forever remember?





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http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html

17:19PM. British Standard Time.


Offensive comments there at 17:19…as is someone who’s taking screenshots


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http://obamalondon.blogspot.com/2011/01/inexplicable-edits-on-sarah-palins.html



Two minutes later, offensive remarks gone. Should remember that people will know…maybe some explanation would be good


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You’ve got to keep a constant high-level eye on social media

http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/

Twitter spam

Habitat person decides to boost readership of their tweets by using the hashtags of trending topics.

Of course those hashtags were really designed for major events, not furniture sales

http://mashable.com/2009/06/24/habitat-spam/


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You’ve got to keep a constant high-level eye on social media

http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/

And, of course, people objected…a lot

http://mashable.com/2009/06/24/habitat-spam/


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http://www.digitaltip.com.au/index.php/habitatuk-apologises-twitter-hashtag-issue/

And eventually the company had to apologize


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Newer



membranepourous


social megaphone

engagedon’t delete

don’t lie listen well



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Part 1

Part 2

Part 3

Digital = Global


Digital = Different

To Do

ListPart 3a

I was told presentations should have three sections…so the last one is 3a


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To Do List• have the tools ready

policy

http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151

One of the reasons companies run into trouble is that they don’t have the social media tools ready BEFORE the problem hits


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http://www.intel.com/sites/sitewide/en_us/social-media.htm

Your people need to know your social

media policy…what they can and can’t

do.Intel’s looks very

sensible


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policy Twitter account(s) Facebook page(s) Website: all browsers, search engine optimized

Microsites listening tools


Listening is very important. There are an array of tools (Google social network monitoring): all the way from Google alerts and Twitter searches (free) to v expensive solutions


digiAindraAre you monitoring

What’s being said? – What’s the sentiment?– Who’s talking?– Who being listened to?

• who are opinion leaders?

About you?– About your competitors?– About your partners (channel etc.)?– About the market?• incredible market research opportunity


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• learn to use the tools use your early adopters



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http://twitter.com/ramon_deleon

Irony of Domino’s situation is that they have a home-grown social media expert. Ramon runs a few Domino’s outlets in Chicago.


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http://www.viddler.com/explore/dpzramon/videos/36/

Embedded over 90,000 times

A twitter complaint gets him into a store in the early hours of the morning for this, authentic, apology. Contrast with the PR-scripted President’s video. You have to go to viddler to see the video


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• learn to use the tools use your early adopters post several times a week minimum

• identify influencers, make them advocates Twitter look at Klout scores Bloggers, under-rewarded



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Working with advocates

• what do they need? content? recognition? awards? funds? help? involve, participate, engage

• build content capable of going communal microsites video downloads

• encouraging community to do the heavy lifting let them behind the scenes illusion of exclusivity, secrecy


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To Do List (cont’d)

• develop rapid-response kit

links, quotes, pics, video that can be dropped into hot-button issues

• consider Search Engine Marketing (SEM)Google grants

• maybe an app

http://www.google.com/grants/


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iHobo

http://www.ihobo.org/

iHobo app for iPhone lets you ‘take care of’ a virtual homeless person…raises awareness of homelessness, & raises funds


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To Do List (cont’d)

• develop rapid-response kit

links, quotes, pics, video that can be dropped into hot-button issues

• consider Search Engine Marketing (SEM)

Google grants

• maybe an app• use existing web

resources http://www.google.com/grants/


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http://www.justmeans.com/

http://my.socialactions.com/profiles/blogs/social-media-amp-csr-the-top

Wide range of leading companiesCan “follow”

About 40% US & Canada, 35% UK, 25% other. 500,000+ unique visitors (2008)


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http://www.developmentcrossing.com/


Can create & share personal profile information on events & career opportunities.

http://www.developmentcrossing.com/


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http://www.businessfightspoverty.org/


can set up your own page

interactive map with case studies(nothing in SE Asia!)

podcast series

http://www.businessfightspoverty.org/


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http://www.tigweb.org/


Taking It Globalalmost 250,000 members, in 269 countries and 1169 schools.

•create your own page•access resources•sign petitions•download action guides•make lifestyle resolutions•use educator resources

• how-to guides for community organizers

http://www.tigweb.org/


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http://my.socialactions.com/

Can find & can post ideasVote ideas up & down


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Part 1

Part 2

Part 3

Part 3a

Digital = Global


Digital = Different

To Do

ListThanks…


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Trying to control, or even manage, your online

reputation is becoming increasingly difficult.

And much like the fight by big labels against the illegal

sharing of music, it will soon become pointless to even try.

It’s time we all just give up on the small fights and become

more accepting of the indiscretions of our fellow humans

Michael ArringtonFounder & Co-editor TechCrunch

http://techcrunch.com/2010/03/28/reputation-is-dead-its-time-to-overlook-our-indiscretions/

“


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Business

Social Responsibility: A Digital Dimension