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@BobPickard | Burson-Marsteller




     Social responsibility >
Social marketing > Social media
SOCIAL RESPONSIBILITY
Understanding Expectations   Intelligence
Two Way Communication        Trust
Transparency                 Social License




    SUSTAINABILITY
    Resource Constraints         Efficiencies
    Strategic Lens               Technical Innovation
    Operational Excellence       Competitiveness
Social marketing




Do not smoke!
                                   3
Social marketing




Wear seatbelts!



                     4
Merger of social & brand marketing
Corporate
                     Soul
    Responsibility


       Corporate
Responsibility and
    Sustainability   Sustainability

          Global
    Responsibility
                     Corporate Social
     Sustainable     Responsibility:
    Development      Making a
                     Difference


      Sustainable    Citizenship
            Value
Generic messages don’t work


  Our people believe passionately that what we do makes
  a difference for customers and our society as a whole.

     We are committed to being a great place to work,
a thoughtful steward of the environment and a caring citizen
    in the communities where we live and work. We are
 passionate about sustainably connecting people and places
     and improving the quality of life around the world.


      To us, CSR means taking steps to improve the
   quality of life for our employees and their families as
     well as for the community and society at large.
Social Responsibility > Social Marketing > Social Media
“Socially
“Socially       responsible
                corporations
responsible
corporations
pay back into
                conduct their
                operations in line
                with international
                                     ?
society.”       guidelines on
                sustainability.”
Forces of Change




Globalization        Digitization   Empowerment
Digitization
Storytelling through infographics
The death of deference
Social Responsibility > Social Marketing > Social Media
PR professionalism of NGOs
Speed commands the news cycle
Everything that famously goes wrong
is now called a ‘PR disaster’

•   the BP oil spill
•   the Toyota recall
•   the Tiger Woods spectacle
•   the Wenzhou train wreck
Social Responsibility > Social Marketing > Social Media
79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS –
  HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACE
                Q29-37: How likely do you think it is that your company will experience any of the
                               following potential crisis in the next 6-12 months?
                         (Top 2 Very + Somewhat likely to experience this type of crisis)

                                                                                                       Global

                                                      Controversial company developments               50%


         21%                                          Online or digital security failure

                                                      Logistic difficulties
                                                                                                       47%

                                                                                                       47%

                          79%                         Intense regulatory scrutiny of your product or
                                                      company
                                                                                                       45%

                                                      Critical or negative new media campaigns         43%

                                                      Danger to product safety                         42%
                                                      Technical accidents                              40%
                                                      Intense political scrutiny of your product or
                                                                                                       40%
                                                      company
   Likely to experience a potential crisis            Criminal actions                                 33%

   Not likely to experience a potential crisis


©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLAND
ASSOCIATES
HALF OF COMPANIES DO NOT FEEL CONFIDENT
              HANDLING NEW MEDIA DURING A CRISIS
                     Q134/135: Which of the following statements is closer to your view?


           Engaging and monitoring                    Understanding who online stakeholders are
            social media channels                           and how to engage with them




                                      46%                                          50%
            54%                   DO NOT
                                                                50%              DO NOT
         DO HAVE                 HAVE FULL                   DO HAVE
                                                                                 HAVE A
          FULL                   EXPERTISE                   A GOOD
                                                                                  GOOD
        EXPERTISE                                             GRASP
                                                                                 GRASP




©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLAND
ASSOCIATES
Be prepared to apologize!
Asian MNCs going digital
Twice as many on social media this year
100

80

60
                                                                      Asian
40                                                                    Western
20

  0
                    2010                          2011
      Percentage of companies using a branded social media platform


  Burson-Marsteller l Evidence-Based Communications
Korean MNCs lead the way




  Percentage of companies using a branded social media platform


 Burson-Marsteller l Evidence-Based Communications
Use of digital for CSR




Percentage of corporate marketing or communications posts to company social media
channels across Asia-Pacific during the period July 01-15, 2011

  Burson-Marsteller l Evidence-Based Communications
The rise of peer-to-peer communications
Go peer-to-peer




                               MONOLOGUE
                                                                 ACTIVE


   CONVERSATION                                               “They must
   TWO-WAY                                 DIALOGUE        listen and I will
                                                               be heard”
                     CONTROL

                               ONE-WAY


                                                             PRO-SUMERS



              “They can’t hear
    PASSIVE     me and I feel                 CON-SUMERS
               insignificant”
Then & Now


People used to looked to the
government to solve big problems.

Now 90% of consumers and 85% of executives believe that
large corporations should play a broader role in society.*




                            The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and
                            PSB Corporate Social Responsibility Branding Survey, 2010
debt crisis • food prices • climate change
energy supply • the digital divide
nuclear security • youth unemployment
80 major global ‘threats’ identified
Governments cannot do it alone

• old systems and institutions
  simply cannot cope with new
  complexity and speed
• these challenges require the
  engagement of an entire
  society of stakeholders
• the role of public relations is
  therefore key

                                    Klaus Schwab, World Public Relations Forum 2010
Traditional Influencing Model
The modern Relationship Imperative
  Collaborate with stakeholders for success
  today and sustainability tomorrow demands:
• Governments need to engage corporations,
  NGOs and ordinary citizens in their work
• Corporations must show ‘micro-level’
  accountability to all stakeholders
• “Public relations in the public interest” –
  relationship brokerage to help bring about
  economic recovery, political freedom,
  technological advancement and social justice
                      Source: Dan Tisch, Global Alliance for PR and Communications Management
Real Engagement Cloud
“…the past is over and it is the
future that beckons to us now.”
“We choose to go to the moon”
@BobPickard | Burson-Marsteller




     Social responsibility >
Social marketing > Social media

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Social Responsibility > Social Marketing > Social Media

  • 1. @BobPickard | Burson-Marsteller Social responsibility > Social marketing > Social media
  • 2. SOCIAL RESPONSIBILITY Understanding Expectations Intelligence Two Way Communication Trust Transparency Social License SUSTAINABILITY Resource Constraints Efficiencies Strategic Lens Technical Innovation Operational Excellence Competitiveness
  • 5. Merger of social & brand marketing
  • 6. Corporate Soul Responsibility Corporate Responsibility and Sustainability Sustainability Global Responsibility Corporate Social Sustainable Responsibility: Development Making a Difference Sustainable Citizenship Value
  • 7. Generic messages don’t work Our people believe passionately that what we do makes a difference for customers and our society as a whole. We are committed to being a great place to work, a thoughtful steward of the environment and a caring citizen in the communities where we live and work. We are passionate about sustainably connecting people and places and improving the quality of life around the world. To us, CSR means taking steps to improve the quality of life for our employees and their families as well as for the community and society at large.
  • 9. “Socially “Socially responsible corporations responsible corporations pay back into conduct their operations in line with international ? society.” guidelines on sustainability.”
  • 10. Forces of Change Globalization Digitization Empowerment
  • 13. The death of deference
  • 16. Speed commands the news cycle
  • 17. Everything that famously goes wrong is now called a ‘PR disaster’ • the BP oil spill • the Toyota recall • the Tiger Woods spectacle • the Wenzhou train wreck
  • 19. 79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS – HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACE Q29-37: How likely do you think it is that your company will experience any of the following potential crisis in the next 6-12 months? (Top 2 Very + Somewhat likely to experience this type of crisis) Global Controversial company developments 50% 21% Online or digital security failure Logistic difficulties 47% 47% 79% Intense regulatory scrutiny of your product or company 45% Critical or negative new media campaigns 43% Danger to product safety 42% Technical accidents 40% Intense political scrutiny of your product or 40% company Likely to experience a potential crisis Criminal actions 33% Not likely to experience a potential crisis ©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLAND ASSOCIATES
  • 20. HALF OF COMPANIES DO NOT FEEL CONFIDENT HANDLING NEW MEDIA DURING A CRISIS Q134/135: Which of the following statements is closer to your view? Engaging and monitoring Understanding who online stakeholders are social media channels and how to engage with them 46% 50% 54% DO NOT 50% DO NOT DO HAVE HAVE FULL DO HAVE HAVE A FULL EXPERTISE A GOOD GOOD EXPERTISE GRASP GRASP ©BURSON -MARSTELLER , LLC | ©PENN, SCHOEN & BERLAND ASSOCIATES
  • 21. Be prepared to apologize!
  • 22. Asian MNCs going digital Twice as many on social media this year 100 80 60 Asian 40 Western 20 0 2010 2011 Percentage of companies using a branded social media platform Burson-Marsteller l Evidence-Based Communications
  • 23. Korean MNCs lead the way Percentage of companies using a branded social media platform Burson-Marsteller l Evidence-Based Communications
  • 24. Use of digital for CSR Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific during the period July 01-15, 2011 Burson-Marsteller l Evidence-Based Communications
  • 25. The rise of peer-to-peer communications Go peer-to-peer MONOLOGUE ACTIVE CONVERSATION “They must TWO-WAY DIALOGUE listen and I will be heard” CONTROL ONE-WAY PRO-SUMERS “They can’t hear PASSIVE me and I feel CON-SUMERS insignificant”
  • 26. Then & Now People used to looked to the government to solve big problems. Now 90% of consumers and 85% of executives believe that large corporations should play a broader role in society.* The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and PSB Corporate Social Responsibility Branding Survey, 2010
  • 27. debt crisis • food prices • climate change energy supply • the digital divide nuclear security • youth unemployment
  • 28. 80 major global ‘threats’ identified
  • 29. Governments cannot do it alone • old systems and institutions simply cannot cope with new complexity and speed • these challenges require the engagement of an entire society of stakeholders • the role of public relations is therefore key Klaus Schwab, World Public Relations Forum 2010
  • 31. The modern Relationship Imperative Collaborate with stakeholders for success today and sustainability tomorrow demands: • Governments need to engage corporations, NGOs and ordinary citizens in their work • Corporations must show ‘micro-level’ accountability to all stakeholders • “Public relations in the public interest” – relationship brokerage to help bring about economic recovery, political freedom, technological advancement and social justice Source: Dan Tisch, Global Alliance for PR and Communications Management
  • 33. “…the past is over and it is the future that beckons to us now.”
  • 34. “We choose to go to the moon”
  • 35. @BobPickard | Burson-Marsteller Social responsibility > Social marketing > Social media