hrpa 2011
Post on 05-Dec-2014
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CSR and The Social Web A Natural Partnership
sessions generously sponsored by:!Welcome"
CSR | SW Hypotheses
1. we’re not where we should be 2. the social web is not about technology 3. because we can create and share, expecta;ons and
behaviors have changed
4. social ac;vists understand #2 and #3be?er than most companies
5. companies and organiza;ons are missing out on some game-‐changing op;ons
65 (22.5 percent) of 287 companies surveyed have social media communicaDons dedicated to sustainability and CSR issues
55, (19 percent) of the 287 companies rely on their general social media channels to talk about sustainability.
167 (58 percent) of the 287 companies have no social media conduit for discussing sustainability.
The Social Web
The social web is about people coming together in community spaces online to
parDcipate in creaDng, managing and sharing content through conversaDon.
Not about technology . . . But what it’s used for
The Social Web
But the use of a social technology is much less determined by the tool itself:
when we use a network, the most important asset we get is access to one
another. - Clay Shirky
Not about technology . . . But what it’s used for
New Behaviour
" CONNECTING: " people connect to each other and create networks for business and private life
" SHARING: " people share interes;ng stories, opinions, personal info, documents, links
" CREATING: " people par;cipate in content crea;on in new narra;ve formats like videos,
texts, photos, comments
" PARTICIPATING: " people par;cipate in discussions, movements, groups, events
The social web can help build trust
Social encourages creative social activism
Using music, art and technology to educate youth about democracy
2011 Ideas
Integrate informaDon about financial and non-‐financial performance into a single reporDng document.
number 1
Don’t produce a CSR print report
number 2
Create plaXorms for involvement and feedback
number 3
number 4
Take a Twitter-eye view of the world
Provide personal answers
Have some fun
Try co-creation and community
number 5
Support employees on the social web
number 6
Thank You Boyd Neil
Na4onal Prac4ce Leader Social Media and Digital Communica4ons
Hill & Knowlton Canada @boydneil
boyd.neil@hillandknowlton.ca www.boydneil.com
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