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Who We ARE?
Monday, August 19, 2013
Avvari V. MohanAssociate ProfessorNottingham University Business School
Fahad RamzanMBA Entrepreneurship StudentNottingham University Business School
Agenda
Monday, August 19, 2013
The Role of Social Media in Sustainability Oriented Practices
Introduction
Background Literature
Initial Framework
Methods
Findings
Proposed Model
Conclusion
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3
4
5
6
7
Introduction
Introduction
Monday, August 19, 2013
Introduction
Monday, August 19, 2013
Introduction
Monday, August 19, 2013
Introduction
Monday, August 19, 2013
Firms need to facilitate consumers with “social media communities or networks where they can be guided and interact in social environment”.
Ted Leonsis, AOL Executive, 1997
Introduction
Monday, August 19, 2013
Firms need to facilitate consumers with “social media communities or networks where they can be guided and interact in social environment”.
Ted Leonsis, AOL Executive, 1997
Social Web (Web 2.0) =
Listening +Learning +Sharing
Introduction
Monday, August 19, 2013
Image by: Ted Nguyen USA
Introduction
Monday, August 19, 2013
Environment / Planet Equity / People Economy / Profit
What’s in there for “CSR”
Introduction
Monday, August 19, 2013
The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment .
Melissa, 2009
Introduction
Monday, August 19, 2013
The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment .
Melissa, 2009
What’s in there for “CSR”
These CSR/ sustainability efforts are to be practical and should involve the relaying of information to the stakeholders.
Langely, Ortt and Pals, 2010
Introduction
Monday, August 19, 2013
The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment .
Melissa, 2009
What’s in there for “CSR”
These CSR/ sustainability efforts are to be practical and should involve the relaying of information to the stakeholders.
Langely, Ortt and Pals, 2010
Formal written reports communicate CSR / Sustainability Strategies
Introduction
Monday, August 19, 2013
The main goal of organizations is not to make profits alone but also to create a positive relationship with the environment .
Melissa, 2009
These CSR/ sustainability efforts are to be practical and should involve the relaying of information to the stakeholders.
Langely, Ortt and Pals, 2010 Problems
One-way Communication Time Consumption Wastage of Material/Resources Non - Interactive
Introduction
Monday, August 19, 2013
Factors Influencing Change
Image by: huffpost.com
Introduction
Monday, August 19, 2013
Social media technologies have completely changed the way we act online and given every individual a belief that they can make a difference.
Salo, Lahteenoja and Lettenmeier, 2008
Introduction
Monday, August 19, 2013
Social Media could also provide Consumers and other stakeholders first-hand and real-time information as available on internet .
Grevet and Mankoff, 2009
Social media technologies have completely changed the way we act online and given every individual a belief that they can make a difference.
Salo, Lahteenoja and Lettenmeier, 2008
Introduction
Monday, August 19, 2013
Social Media could also provide Consumers and other stakeholders first-hand and real-time information as available on internet .
Grevet and Mankoff, 2009
Social media technologies have completely changed the way we act online and given every individual a belief that they can make a difference.
Salo, Lahteenoja and Lettenmeier, 2008
Is it really happening?
Introduction
Monday, August 19, 2013
“To explore and identify the key areas of social media implications on CSR / sustainability efforts.”
Background Literature
Background Literature
Monday, August 19, 2013
What is Social Media?- Internet based programs or based on “User Participation” & “User Generated Content”.
Background Literature
Monday, August 19, 2013
What is Social Media?- Internet based programs or based on “User Participation” & “User Generated Content”.
Characteristics- Interactive, Two-way Communication
and Real-Time, Fast-moving & Mobile. (Lorenzoni, Nicholson-Cole, and Whitmarsh, 2007))
Background Literature
Monday, August 19, 2013
Who is using Social Media?
Background Literature
Monday, August 19, 2013
Harvard Survey79% of 2100 companies are using Social Media
– Increased corporate website visits– Increased awareness and Positive perceptions– Companies accessed better market insights– Able to access early warning on social concerns
(Harvard Business Review, 2013))
Background Literature
Monday, August 19, 2013
Social Visualization / Activism- Open Structure that can be used to to facilitate the desired change in the society.
(Shangapour, Hosseini, Hashemnejad, 2010)) - Individuals can be encouraged to be proactive in adopting sustainable behaviour.
(Mankoff and Grevet, 2008)
Background Literature
Monday, August 19, 2013
Issues- Negative Feedbacks, Double-edged
SwordWestlake, 2008
- One user can influence other individuals concerning a company.
Froehlich et al, 2009
- Lack of Credibility, Transparency and Authenticity
Froehlich et al, 2009
Background Literature
Monday, August 19, 2013
What is Sustainability?
Background Literature
Monday, August 19, 2013
Background Literature
Monday, August 19, 2013
A Dual Construct
Jeremy Moon, 2009
Background Literature
Monday, August 19, 2013
In SimpleWords?
Image by: LeanBlog.org
Companiesfocus into the advancement of living standard and also preserve natural and human resources for next generations to produce an overall positive impact on society.
(Reilly, 2010)
Background Literature
Monday, August 19, 2013
Telling the Story- 30 percent of Global Fortune 500 firms
started issuing sustainability reports in 2007
(Sustainable Life Media, 2008)
- Most consumers respond positively to sustainability.
(David Langley and Tijs van den Broek, 2008)
Social Context- To promote sustainability an organization
must be aware of cultural, social and political factors.
(Kinderman, 2008)
Background Literature
Monday, August 19, 2013
Problems- One-way Communication- Lack of Knowledge and Interest- Disbelief- Blame and Helplessness
(David Langley and Tijs van den Broek, 2008 ; Kinderman, 2008)
“Constant Communication with Stakeholders is needed.”
Background Literature
Monday, August 19, 2013
Social Media and Sustainability- Private media -> egocentric, All about
profits(Art Silverblatt, 2004)
- Social media can re-establish the role of a social institution
(Ellison, Steinfield & Lampe, 2007)
- Social media offers an effective and reliable channel to communicate the sustainability initiatives with stakeholders
(Lorenzoni, Nicholson-Cole & Whitmarsh, 2007)
Background Literature
Monday, August 19, 2013
Social Media and Sustainability- Social Media will change the organizational
behaviour of companies to involve sustainable initiatives benefiting the public
(Beenen et al, 2004)
- Social Media depicts a channel where individuals can communicate and participate actively; pressure from participants increase the number of individuals participating in sustainable initiatives
(Miller, Fabian and Lin, 2009)
Initial Framework
Initial Framework
Monday, August 19, 2013
Social Media Optimization
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Change in Behaviours
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Sustainability Impact
Initial Framework
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
FatalismA lack of belief on the part of potential participantsthat a sustainability initiative will have a significant impact
Lorenzoni et al. 2007
Initial Framework
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
BusynessBusyness is thetypical state of the majority of the population whereby other priorities do notallow them the time and energy needed to act on their pro-sustainability attitude.
Lorenzoni et al. 2007
Initial Framework
Monday, August 19, 2013
Social Media Optimization
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Change in Behaviours
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Sustainability Impact
Methods
Methods
Monday, August 19, 2013
Objective 1- Identifying the role of social media in
influencing sustainable practices.
Objective 3− To propose a model for organisations to
use Social Media for their CSR practices
Objective 2- The influence of social media on firms in
Malaysia
Methods
Monday, August 19, 2013
Previous Studies
Framework
Global Cases
Malaysian Views & Perceptions
Findings
Proposed Model
Research Design• Qualitative• Interpretivist• Case Studies• Interviews
Methods
Monday, August 19, 2013
Previous Studies
Framework
Global Cases
Malaysian Views & Perceptions
Findings
Proposed Model
Cases Selection• Dow Jones
Sustainability Index (DJSI)
• FTSE4Good
Methods
Monday, August 19, 2013
Previous Studies
Framework
Global Cases
Malaysian Views & Perceptions
Findings
Proposed Model
Participants• Researchers• Practitioners• Key Executives• Communication
Executives
Findings
Findings-Cases
Monday, August 19, 2013
Cases1. Levi’s2. Banco Bilbao Vizcaya Argentaria
(BBVA)3. eBay4. Danone5. General Electric6. Pepsi Co7. Ford8. Marks & Spencer9. FedEx10. Microsoft
Levi’s
Monday, August 19, 2013
Levi’s introduced new WaterLess jeans concept via dedicated social media channels which increased their responsible image fourfold
WaveMatrix, 2011
Water<Less
Levi’s
Monday, August 19, 2013
Levi’s
Monday, August 19, 2013
Levi’s
Monday, August 19, 2013
Levi’s
Monday, August 19, 2013
Levi’s
Monday, August 19, 2013
This firm has not only used social media to work for causes, but its engagement with consumers, interactive media, authentic and transparency information is also leading the way to solve social
problems.Network For Good, 2012
WaveMatrix, 2011
BBVA
Monday, August 19, 2013
Pioneer for Responsible Banking and Active Management on Social Media• “BBVA Centro de Innovacion”• Bancaparatodos• Smart Cities• Open Mind• BBVAFF (Friends&Family)
BBVA
Monday, August 19, 2013
BBVA
Monday, August 19, 2013
• Spread banking and financial knowledge in more open, broad and interactive way.
• Allows consumers to create communities that pursue to share knowledge and practices for a better future
BBVA
Monday, August 19, 2013
BBVA
Monday, August 19, 2013
• Consumers define their goals with desired timeline with their objectives.
• Right tools to describe project outline, raise its awareness amongst communities and receive funds from secure resources guaranteed by BBVA.
eBay
Monday, August 19, 2013
Most popular e-Tailer • eBay Give. Good. Green
eBay was established on the noble credence that people are basically good.
Internet Market Head (Robert Chatwani)
eBay
Monday, August 19, 2013
eBay
Monday, August 19, 2013
• Second –hand Store that has seen resale of over 38,000 clothing products online.
• Common Threads Partnership Pledge – Encourages consumers to bring more products back into the circle.
eBay
Monday, August 19, 2013
Firm has used its Social Retailing Experience very
well and as a result 53,000 Patagonia products are circulating in the process, where otherwise such products have
been wasted in a closet or landfill Alan Marks, 2013
Danone
Monday, August 19, 2013
French food-products multinational• Down to Earth• Social Business Networks
Danone
Monday, August 19, 2013
Danone
Monday, August 19, 2013
• Long running Project started in 2006• Offers funding for Social Business Initiatives
Danone
Monday, August 19, 2013
Danone
Monday, August 19, 2013
They have proved that company’s practical and creative story telling (using photos, videos, short texts) are productive in highlighting the sustainable efforts and are more likely to circulate on social media.
Kruglianskas, 2013
GE – General Electric
Monday, August 19, 2013
GE – General Electric
Monday, August 19, 2013
GE Reports• Healthymagination• Ecomagination• Data Visualization• Txchnologist.com
GE – General Electric
Monday, August 19, 2013
GE uses this magazine and platforms under it to raise public awareness on health, technology, future innovations
and environment.
GE – General Electric
Monday, August 19, 2013
Global #GetFit competition• Encourages participants to share their personal stories and
experiences of staying fit and healthy.
GE – General Electric
Monday, August 19, 2013
GE – General Electric
Monday, August 19, 2013
GE Reports is a great example of how interactive and thought-provoking content based social media publishing with the help of experienced and qualified editors can influence firm’s sustainable practices
Internet Market Head (Robert Chatwani)
Pepsi Co.
Monday, August 19, 2013
We implemented Social Media tools to promote responsible business practices because our research indicated that a majority of users, active on social networks, voluntarily participate and contribute for cause-related groups or organizations. This helped us to figure out the potential, we only needed to recruit.
Jackie Millan, VP and Senior Director of Corporate Contributions for PepsiCo Foundation
Pepsi Co.Image by: emilykamischke.com
Monday, August 19, 2013
Pepsi Co.Image by: emilykamischke.com
Monday, August 19, 2013
Pepsi Co.Image by: emilykamischke.com
Monday, August 19, 2013
FordImage by: emilykamischke.com
Monday, August 19, 2013
FordImage by: emilykamischke.com
Monday, August 19, 2013
FordImage by: emilykamischke.com
Monday, August 19, 2013
Marks & SpencerImage by: emilykamischke.com
Monday, August 19, 2013
Marks & SpencerImage by: emilykamischke.com
Monday, August 19, 2013
A new social innovation campaign, “SHWOPPING”, in collaboration with NGO Oxfam, to sell unwanted clothes in UK where consumers discard 2Million tons of cloths every year.
Department for Environment, Food and Rural Affairs, 2012
Marks & SpencerImage by: emilykamischke.com
Monday, August 19, 2013
M&S has donated 5500 tons (equivalent to five jumbo jets) of clothes through “Shwopping”
Justmeans, 2012
FedExImage by: emilykamischke.com
Monday, August 19, 2013
FedExImage by: emilykamischke.com
Monday, August 19, 2013
FedExImage by: emilykamischke.com
Monday, August 19, 2013
FedExImage by: emilykamischke.com
Monday, August 19, 2013
MicrosoftImage by: emilykamischke.com
Monday, August 19, 2013
In March 2013 the research-based Ethisphere® Institute published their 7th annual list of world’s most ethical companies. Out of 145 companies in the list, only five computer software companies made to the ranking and Microsoft is one of them.
Ethisphere 2013
MicrosoftImage by: emilykamischke.com
Monday, August 19, 2013
MicrosoftImage by: emilykamischke.com
Monday, August 19, 2013
YouthSpark launched in 2012, has generated a buzz in CSR communities on social networks with an aim to help
300M children in more than 100 countries with
quality education, find jobs or launch their own
start-ups.
MicrosoftImage by: emilykamischke.com
Monday, August 19, 2013
1. Give for Youth – A micro-funding web portal
2. Innovate4Good – A Global Community to share ideas, find right teams and change the future
Summary Image by: emilykamischke.com
Monday, August 19, 2013
• Blogzine Formats
• Games, Apps & Maps
• Emerging Channels
• Personalized Approach
• Big Cloud Ideas
Blogzine Formats Image by: emilykamischke.com
Monday, August 19, 2013
Blogzine Formats Image by: emilykamischke.com
Monday, August 19, 2013
Latest Blog Posts
Infographics / Charts/
MapsTwitter
Updates
Latest Videos
Images
Blogzine Formats
Monday, August 19, 2013
Coca-Cola Unbottled, Deutsche-Post, Ford Social, GSK More than Medicine, Timberland’s Bootmakers Blog, Renault’s Sustainable Mobility & Danone’s Down to
Earth
“We were missing a connection to you. Even in this social age, our communications still felt very one way. We couldn’t easily have a conversation about water conservation, empowering women, or take you behind-the-scenes at the Olympics”.
Mallory Perkins, Coca-Cola Journey, 2012
Games, Apps & Maps
Monday, August 19, 2013
Games, Apps & Maps
Monday, August 19, 2013
Games, Apps & Maps
Monday, August 19, 2013
Games, Apps & Maps
Monday, August 19, 2013
Emerging Channels
Monday, August 19, 2013
Emerging Channels
Monday, August 19, 2013
Emerging Channels
Monday, August 19, 2013
Personalized Approach
Monday, August 19, 2013
Big Cloud Ideas
Monday, August 19, 2013
• Pepsi Refresh
• Microsoft Youthspark
• BBVAFF
• Siemens Answers
• Sony FutureScapes
Findings-InterviewsImage by: emilykamischke.com
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
X1
X2
X4
X3
No.Question
1 Are you aware of firms that use any Dedicated Social Media Channel to communicate sustainability achievements?
2 Which social media platform do companies use to communicate “Responsible Business Practices or Actions” to consumers (Company Blog, Discussion Forum, Facebook, Twitter, YouTube, Company webfeeds, Email)?
3 Do you follow such communications regularly on Social Media?
4 Have your perceptions of views changed by reading such material?
5 Have you been influenced in any way by reading such material?
6 Did you ever tell other people about any particular story shared on Social media?7 How regularly does / do those firm/s publish and update its sustainability social media channels?
8 Do you have any compelling story or example from your experience to share?
9 Could you really think that people must stop or start something by getting inspired from you on social media?10 How creative and innovative is the social media content relevant to sustainability efforts of firms?
11 How transparent are firms that communicate sustainability issues on social media?
12 How authentic do you think is the social media content?
13 Do firms communicate what the company is doing or what it says it would like to do?
14 Are you aware of NGOs or other organizations communicating RBPs using Social Media?
15 Did your firm ever try to figure out the best social media platform to optimize your company efforts and stories?
16 How useful is the information and conversation on Social Media to the community?
17 How do you measure that what audiences care about most?
Findings-Interviews
1. Yes, MNC’s are doing it, but not local Firms.
2. Transparency – Depends on the company if they are willing to
3. Authentic - if coming from the firm only4. Lack of User-engagement5. Creative, Innovative and impressive to
change perceptions
Monday, August 19, 2013
Findings-Interviews
“A very creative way of reaching the masses who would otherwise have no interest in the company’s core sustainable activities.”
“They (firms) must start using it, as it reaches more people and quite an 'in' thing to do”
Monday, August 19, 2013
Proposed Model
Proposed Model
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Proposed Model
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Awareness of Social Media as
Institution
Right Selection of Social Media
Channels
Proposed Model
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Awareness of Social Media as
Institution
Right Selection of Social Media
Channels
Authenticity of Information
Transparency of Information
Proposed Model
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Awareness of Social Media as
Institution
Right Selection of Social Media
Channels
Authenticity of Information
Transparency of Information
User Engagement
Easy to Join and Take Action
Proposed Model
Monday, August 19, 2013
Presenting Relevant
Information/Achievements
Online
Sharing Right Content with
Right Audience
Simplicity of Action/Joining for Audience
Sharing and Interactivity Options for Audience
Awareness of Social Media as
Institution
Right Selection of Social Media
Channels
Authenticity of Information
Transparency of Information
User Engagement
Easy to Join and Take Action
Interactive, Real-time and
Creative Content
Sharing information with others
Proposed Model
Monday, August 19, 2013
Social Media
Optimization
Awareness of Social Media as Institution
Right Selection of Social Media
Channels
User Engagement
Transparency of
Information
Authenticity of
Information
Change in behaviours
Interactive, Real-time and
Creative Content
Easy to Join and Take
Action
Sharing information with others
Positive Impact
Conclusion
Conclusion
Monday, August 19, 2013
“Most of the companies are still not sure how to process in engaging and monitoring social media channels.”
(Burson-Marsteller, 2013)
Our Model can help organizations to share their experiences about an initiative and motivate other individuals to be active, participate and take action.
(Armstrong, 2007)
Questions?
Monday, August 19, 2013
“…the past is over and it is the future that beckons to us now.”
-Jawaharlal Nehru-
Image by: awarnessnetworks.com