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Social Media For Sustainability
1. IO N
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2. Q Who are we? (in 140 characters)
Emi
140
Social Marketer: behaviors not products. Ads, PR, and events
for local gov clients. Part time snowboarder, surfer, soccer
player and shopper
Jake
140
Marketing information systms designr; web metric consultant;
social entrepreneur; nonprofit advisor. Like spontaneous travel
and live jazz.
3. Q What is Social Capital?
Social Capital is the value of network
trusting relationships between
individuals in an economy.
4. Q What is CSR?
Corporate Social Responsibility
CSR is a form of corporate self regulation
integrated into the business model.
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.
5. Q Criticism of CSR
• printed reports
• company centric
• educate
stakeholders
• one way
communication
• separate from
financial reporting
CSR 1.0
6. Q CSR Evolves
• communication and
• printed reports conversation
• company centric platform
• companies as a
• educate
stakeholders cause
• engage and
• one way
communication empower consumer
• collaborative dialog
• separate from
financial reporting • CSR integrated into
financial reporting
CSR 1.0 CSR 2.0
7. Q Triple Bottom Line
Accounting method that equates
ecological and social impact in addition
to financial performance.
People Planet Profit
http://triplepundit.com
8. Q B-Corporation
A corporate entity that uses the power of
business to solve social and
environmental problems.
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.
http://bcorporation.net
9. Q The Role of Social Media
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
10. Q The Social Media Release
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
13. Q Culture Shift
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 ma jority”.
14. Q Long Tail Curve
Known Talent
Current Talent
Unknown Talent
15. Q Crowdsourcing
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.
