ResponsAbility » Social Media http://blogs.hillandknowlton.com/responsability Thoughts on corporate responsibility and sustainability Tue, 24 Jul 2012 15:12:42 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 The medium sends a message… http://blogs.hillandknowlton.com/responsability/2010/12/08/the-medium-sends-a-message%e2%80%a6/ http://blogs.hillandknowlton.com/responsability/2010/12/08/the-medium-sends-a-message%e2%80%a6/#comments Wed, 08 Dec 2010 17:44:32 +0000 Tara Knight http://blogs.hillandknowlton.com/responsability/?p=191 Maybe the format of CSR reports isn’t keeping you up at night (OK, it’s not keeping me up at night either) but each year, I find it fascinating to review the CSR Trends 2010 report from PricewaterhouseCoopers’ Sustainable Business Solutions practice and Craib Design & Communications.

If you haven’t had a chance to review the report – PwC and Craib do a great job of sifting through hundreds of reports mainly from Europe, Japan, Australia, The United States and Canada, reviewing trends and providing a useful snapshot of the differing expectations business cultures have about CSR reporting – and the best practices you may want to emulate. The report doesn’t address truthfulness, instead it delves into how effective companies are in communicating their CSR strategies and performance.

No surprise, there is still a significant difference in how much North American companies report on CSR in comparison to their European counterparts. Virtually 100% of European companies surveyed had CSR information on their corporate website – and 81% published a CSR report. North American companies are further behind than I would expect, with 80% of American and 72% of Canadian companies posting CSR information on their website, but only 37% of Canadian companies and 40% of American companies following up with a published CSR report.

One of the things I was surprised to see in the report is how few companies are taking greater advantage of the benefit of websites and the social web for communicating their CSR commitment. Although 28% of American companies surveyed are using blogs to engage with stakeholders, that is more than double the rate of Europe and Canada. Of all the companies surveyed, while 48% are using CSR microsites, just 35% are leveraging video (particularly for stakeholder testimonials) and only 23% are using interactive diagrams or maps.

The lower use of interactive maps and diagrams particularly surprises me, given that graphics are such an incredibly powerful way to communicate complex information – and websites are a perfect vector for interactive visual mapping and diagrams. Given how many graphics are developed for printed CSR reports, companies clearly understand the value in making complex information clear with the use of design. So, I am a little astonished that more companies are not considering how they could translate these to better leverage the attributes of the web.  (If you are really keen, the report covers some very impressive “best practices” in online communications and interactivity starting on page 42 – such as my personal favourite, Stora Enso’s sustainability microsite (which I wrote about previously here, and is a client of H&K Finland.) 

Bottom line? Move ahead of the pack by first – talking about your CSR activities, and second, building your CSR reporting into every aspect of your communications. Use the attributes of the communication tools you already have to make your CSR reporting come alive.

@TaraKnightHK

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Do plantations cause violence and death? http://blogs.hillandknowlton.com/responsability/2010/09/07/do-plantations-cause-violence-and-death/ http://blogs.hillandknowlton.com/responsability/2010/09/07/do-plantations-cause-violence-and-death/#comments Tue, 07 Sep 2010 18:39:15 +0000 Tara Knight http://blogs.hillandknowlton.com/responsability/?p=153 It’s a powerful question. Certainly, the last type of question I expected to see leading me into a corporate global sustainability microsite. Amazingly, it wasn’t my first surprise during my visit to the Stora Enso Global Responsibility site.

Stora Enso’s CSR microsite is ambitious. An integrated paper, packaging and wood products company based in Helsinki, Finland, Stora Enso is one of the world’s largest pulp and paper manufacturers, with operations in Europe, Latin America and Asia. Stora Enso and Hill & Knowlton’s Helsinki office built this global sustainability site to communicate Stora Enso’s commitment to sustainability. I was introduced to the site by a colleague, Jari Lähdevuori, who is part of the H&K project team that developed the microsite.

If you haven’t had a chance to take a tour, allow me to offer you a brief overview of the site. In addition to questions like “Do plantations cause violence and death?,” the site also asks visitors “How much does the forest industry accelerate climate change?” and “Does recycling paper really do any good?” Each of these questions are answered by different employees of the Stora Enso company and its stakeholder groups (including customers, forest owners and activists).

I was seriously impressed when I toured the site and found a one-on-one interview between Sini Harkki,  Greenpeace’s Nordic forest campaigner and Stora Enso CEO Jouko Karvinen where they speak quite frankly about the challenges and efforts of Stora Enso’s forestry policies. The site also includes experiential elements such as “How to build a plantation” , a module on “Lessons Learned”, and a “Test Yourself” knowledge section narrated by Carrot Mob Finland.

I asked my colleague on the project team, Jari Lähdevuori, to tell me a bit more about how this project came about:

Tara: What was the reason for the site?

Jari says: Stora Enso felt the communications about their commitment to sustainability were lost in the wash of messages from mainstream media and Non-Governmental Organizations, which seemed to have much greater reach and impact. Stora Enso did not feel their own sustainability messages were reaching the general public on a global scale.

Stora Enso wanted to communicate their sustainability policies and practices directly to the public, and bring more attention to these topics. To do that effectively, our team felt we needed compelling and entertaining content – hence, the global responsibility site.”

Tara: It’s no surprise that the site has been successful. What has the feedback been?

Jari says: “The internal feedback from Stora Enso has been very good – the site is seen as a very fresh way of communicating sustainability in a credible manner. People who have seen the site are very impressed. In fact, Stora Enso’s Head of Communications Lauri Peltola was asked if it can be used as a CSR case study at the G20 summit. It has been an exceptionally powerful way of communicating – and demonstrating – how they do business.”

Stora Enso’s Global Responsibility microsite is clearly a great example of companies really ‘walking the talk” and using the power of new media technologies to approach CSR communications with transparency and credibility by making corporate CSR practices accessible for the average person.

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Why ‘Media’ with ‘Social’ http://www.boydneil.com/blog/2009/10/19/why-media-with-social.html http://www.boydneil.com/blog/2009/10/19/why-media-with-social.html#comments Mon, 19 Oct 2009 12:00:00 +0000 Boyd Neil 417677:4590288:5501477 A post by a colleague got me thinking about the phrase 'social media' as the lexeme to describe the technologies of web-based self-publishing that have led to unprecedented connection, conversation, engagement and community.

The provenance of the phrase is evidently to contrast user-generated news and comment with mainstream or industrial media in which the 'means of production' to use the Marxist description (also favoured by cultural commentator Andrew Keen) are owned by corporations not the individuals who create the content. The debate about whether 'social media' is the right term has been going on for at least two years.

The problem I have is less with the 'social' element of the lexeme than with 'media' to describe the interface, although a colleague did comment the other day that it would make it easier to sell social media as a communications strategy to companies if it didn't contain the word 'social' which smacks of people-driven rather than business-driven decision making . . . which is the point of course.

Let's do a little academic geekery here. Dictionary.com defines media as "the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely." (The 'reach' is becoming questionable and the 'influence' declining. But that's the subject of a future post.) The Online Etymology Dictionary suggest a derivation from the "notion of 'intermediate agency,' a sense first found around 1605." According to Spiritus Temporis, media refers to "those organized means of dissemination of fact, opinion, entertainment, and other information."

You see the trend: The word 'media' has about it the notion of a channel by which you deliver something to people, not interconnect with them. Some, well many, communications and marketing people have a hard time switching mental models when it comes to assessing social tools for online interaction. They fixate on the term 'media' and apply old public relations patterns and benchmarks to social media strategies.

Doc Searls (co-author of the groundbreaking book The Cluetrain Manifesto), for one, objects strenuously to the limitations and misdirection prompted by the 'media' terminology. I do to . . . but the battle for a new conceptual model may already be lost as usage soon drives definition. Even though the conceits of social computing tools, social interaction software or social engagement strategies seem to collocate better the important elements of the digitally-driven cultural revolution, they still aren't really there yet.

So, can we revive the two-year-old or longer debate? Or has it been resolved and I am just out of the loop?

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A post by a colleague got me thinking about the phrase 'social media' as the lexeme to describe the technologies of web-based self-publishing that have led to unprecedented connection, conversation, engagement and community.

The provenance of the phrase is evidently to contrast user-generated news and comment with mainstream or industrial media in which the 'means of production' to use the Marxist description (also favoured by cultural commentator Andrew Keen) are owned by corporations not the individuals who create the content. The debate about whether 'social media' is the right term has been going on for at least two years.

The problem I have is less with the 'social' element of the lexeme than with 'media' to describe the interface, although a colleague did comment the other day that it would make it easier to sell social media as a communications strategy to companies if it didn't contain the word 'social' which smacks of people-driven rather than business-driven decision making . . . which is the point of course.

Let's do a little academic geekery here. Dictionary.com defines media as "the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely." (The 'reach' is becoming questionable and the 'influence' declining. But that's the subject of a future post.) The Online Etymology Dictionary suggest a derivation from the "notion of 'intermediate agency,' a sense first found around 1605." According to Spiritus Temporis, media refers to "those organized means of dissemination of fact, opinion, entertainment, and other information."

You see the trend: The word 'media' has about it the notion of a channel by which you deliver something to people, not interconnect with them. Some, well many, communications and marketing people have a hard time switching mental models when it comes to assessing social tools for online interaction. They fixate on the term 'media' and apply old public relations patterns and benchmarks to social media strategies.

Doc Searls (co-author of the groundbreaking book The Cluetrain Manifesto), for one, objects strenuously to the limitations and misdirection prompted by the 'media' terminology. I do to . . . but the battle for a new conceptual model may already be lost as usage soon drives definition. Even though the conceits of social computing tools, social interaction software or social engagement strategies seem to collocate better the important elements of the digitally-driven cultural revolution, they still aren't really there yet.

So, can we revive the two-year-old or longer debate? Or has it been resolved and I am just out of the loop?

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Twitter . . . One More Entry http://www.boydneil.com/blog/2009/10/5/twitter-one-more-entry.html http://www.boydneil.com/blog/2009/10/5/twitter-one-more-entry.html#comments Mon, 05 Oct 2009 15:42:26 +0000 Boyd Neil 417677:4590288:5403360 Okay, just one more post on Twitter. Hat tip to Meghan Warby for directing me to this:

Dilbert.com

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Okay, just one more post on Twitter. Hat tip to Meghan Warby for directing me to this:

Dilbert.com

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International Public Relations SUMMIT http://www.boydneil.com/blog/2009/9/27/international-public-relations-summit.html http://www.boydneil.com/blog/2009/9/27/international-public-relations-summit.html#comments Sun, 27 Sep 2009 21:01:04 +0000 Boyd Neil 417677:4590288:5315749 Unfortunately, it is unlikely that I will be able to attend the International Public Relations Association (IPRA) Summit in London this October. It takes place Friday, 30 October 2009 at Merchant Taylor's Hall, Threadneedle Street, London and the theme is PR in times of crisis – From austerity to opportunity. You can register here if you can spring for a thousand or so British pounds, plus travel.

This is one of the few international conferences I get to, having been to three IPRA Summits in London over the past 2 1/2 years. (Disclosure . . . I am a member of the IPRA's governing council.) Having not been offered a speaking platform (which I have in the past), and running up against the restrictions on business travel common to many agencies these days, the chances of getting to the U.K. for October 30th are slim.

I'll miss it.

The number of North American public relations and social media conferences is overwhelming. However, at them seldom do you hear the perspectives of French, British, Israeli, Norwegian, Russia, Irish, Indonesian, Indian, Nigerian, and Singaporean public relations professionals, for  example, as I have at the London meetings. Their experiences can be sharper than in North America; their stakeholders more aggressive; their governments over-intrusive; their cultures less - or more - flexible; their political sensibilities acute; and their use of mobile technologies extravagant.

The speakers at this year's conference include Nick Sharples, Sony Europe (who has tweeted all of once at @SharplesN); Fernando Rizo, Ketchum UK; Robin O’Kelly, T-Mobile; Rob Brown, author of Public Relations and the Social Web; Elizabeth Goenawan Ananto(Indonesia); Tim Weber - BBC Interactive (who tweets at @tim_weber); and Maria Gergova - IPRA.

Less cosmopolitan than usual, but still a strong cast.

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Unfortunately, it is unlikely that I will be able to attend the International Public Relations Association (IPRA) Summit in London this October. It takes place Friday, 30 October 2009 at Merchant Taylor's Hall, Threadneedle Street, London and the theme is PR in times of crisis – From austerity to opportunity. You can register here if you can spring for a thousand or so British pounds, plus travel.

This is one of the few international conferences I get to, having been to three IPRA Summits in London over the past 2 1/2 years. (Disclosure . . . I am a member of the IPRA's governing council.) Having not been offered a speaking platform (which I have in the past), and running up against the restrictions on business travel common to many agencies these days, the chances of getting to the U.K. for October 30th are slim.

I'll miss it.

The number of North American public relations and social media conferences is overwhelming. However, at them seldom do you hear the perspectives of French, British, Israeli, Norwegian, Russia, Irish, Indonesian, Indian, Nigerian, and Singaporean public relations professionals, for  example, as I have at the London meetings. Their experiences can be sharper than in North America; their stakeholders more aggressive; their governments over-intrusive; their cultures less - or more - flexible; their political sensibilities acute; and their use of mobile technologies extravagant.

The speakers at this year's conference include Nick Sharples, Sony Europe (who has tweeted all of once at @SharplesN); Fernando Rizo, Ketchum UK; Robin O’Kelly, T-Mobile; Rob Brown, author of Public Relations and the Social Web; Elizabeth Goenawan Ananto(Indonesia); Tim Weber - BBC Interactive (who tweets at @tim_weber); and Maria Gergova - IPRA.

Less cosmopolitan than usual, but still a strong cast.

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