As CSR/sustainability players are catching on, one truth is to be reminded: social media is an attitude, not a technology, as showed on the slide below extracted from SustainAbility’s interesting research on stakeholder engagement through web 2.0 (click here to download the slide deck).

One of the many mistakes organizations can often make with social media is the mistake of getting on social media and learning the technology and the tools/platforms offered (i.e. Twitter, Facebook, Youtube, etc.), but not learning the best practices of what is called social media behavior.

Social media is about conversations and relationship building. Revolving around trust, social media requires openness, transparency, accountability, and two-way engagement with an ability to listen first….. and this is even more important in our field as all of these elements are fundamental principles of CSR/sustainability strategies themselves!!

Before getting on the social media bandwagon, it is therefore important to “be and live social”. As David Armano noted in HBR’s Conversation blog:

“Social media’s not a product you foist on others, or some rigid business process that, if implemented, yields results. You shouldn’t treat social media like a temporary advertising campaign. Social media is more organic than that. It’s a way of thinking and approaching business that requires passion and commitment and, above all, willingness to participate in social spaces honestly and freely and by the rules of the social network itself. When someone ridicules your organization in the social space, unfiltered in real time, how do you react? If you are trying to control rather than participate in the discussion, then you’re not living social. When your own employees talk about your organization on a social network what do you do?”

What do you think? How do you help your organization or your client be and live social?

(Full disclosure: David Armano now works at Edelman, the PR firm that also employs me.)

I have written about this topic some time ago already, but I found the diagram below very interesting as it shows the three core groups of knowledge areas that CSR pros need to nurture and expand today.

• Stakeholder Dialogue and Comns: Stakeholder engagement is the bedrock of CSR/Sustainability. Especially today as social media and digital platforms are pushing organizations to consider two-way dialogue and active relationships with their stakeholders (i.e. collaboration, co-creation) From internal comns and reporting to community engagement or consumer engagement…listening, conversation and influence skills are key! In the diagram below, they represent up to 47% of all knowledge/skills areas.

• Strategy and Business Management: ‘We can only manage what we can measure’ as the saying goes. I would also add that ‘we can only manage what we understand first’! CSR and Sustainability are first and foremost about business and strategy. It is about understanding/setting business goals and strategies, balancing risks and opportunities, measuring performance and progress, etc. It is also mostly about critical thinking and finding solutions to any types of issues any organization might face within the larger context of the ’stakeholder society’.
  

• CSR Trends and Core Issues: As I said earlier, CSR/Sustainability is an ever-changing field – in a perpetual state of beta. Keeping up with the core CSR and Sustainability issues (i.e. energy/climate, water, compliance/governance, labor relations/diversity, etc.), both in your market and globally is crucial. Staying up to date with regards to best practices, new standards and regulations, latest developments and trends is a must, not only for consultant jobs, but also for in-house positions.

This definitely reflects what I have seen lately in terms of jobs offers and requirements.

Well, this is also a golden rule for consumer engagement too.

When interviewed by marketers, consumers tend to reply that they want to buy green & eco-friendly. But as we know, the main bias of market research is that ‘intent’ rarely translates into ‘action’. Because a product will save the planet does not mean that consumers will love it.

Successful green marketing practices follow an ‘eco-frugal approach’. The rising prices of energy and the current recession have been an unprecedented opportunity to switch the marketing focus from ’spending green’ to ’saving green’. As John Grant, author of The Green Marketing Manifesto, says: ‘There are very few instances where saving money and saving energy are not compatible, and, in that sense, reducing the impact on the environment is the only silver lining in the recessionary clouds”.

Rather than promoting green credentials as an end in themselves and trying to bolster green brand image as a result, the strategy for brands to effectively and durably engage consumers (while not being suspected of ‘greenwashing’) is to help them make the life-style choices that will make a difference to both their pockets AND the environment, such as using washing power that can be used at low-temperature (30°C) or switching to eco-efficient light bulbs, which in turn help lower electricity bills as well as carbon emissions emitted in the atmosphere.

This is the approached for example used by EDF, France’s main energy company, which developed an online platform to advise customers on how to save energy (and therefore money) by managing and rationalizing energy consumption in their homes (i.e. electric appliances, etc…). The website called “Ma Maison Bleu Ciel” offers a full set of news, forums, blogs, Q&As, personalized support & follow-up, and more to be developed soon.

You may think it is not that groundbreaking (compared with what other companies may have already done in the past). But it is something simple, helpful, efficient and which matches consumer’s key concerns and needs.

This is green marketing 101, isn’t it?

• On one hand, Cone’s new media study in the US underlined that new media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers and other stakeholders in this space (89%), with 40% of them believing their searching, sharing and discussing of information about corporate social responsibility efforts can have a significant effect on company business practices.

• On the other hand, a report by financial communications consultancy Lundquist spotted out the failure of major companies around the world to engage with stakeholders online, via their corporate websites, online CSR reports or social media.

What companies are afraid of totally makes the case for social media involvement!

Many CSR pioneers and leaders have very early understood the value of engaging consumers and broader stakeholders via digital channels in order to enhance reputation, build loyalty and even crowd source business innovation. My Starbucks Idea or Timberland’s CSR reporting are striking examples of successful online stakeholder engagement through continuous CSR improvement and two-way dialogue.

However, overall, digital communications are (unfortunately) not leveraged to their full potential, why so? While it is true that not everyone should engage in social media, there are still many reasons why companies are reluctant (not to say scared) to engage in social media, especially when it comes to CSR & sustainability. These same reasons that are making a stronger case for online engagement.

• Getting into social media is like “opening the Pandora box”

“What if people say very bad things about our CSR initiatives? Criticise us with bad spill over effect on our brand image?” This is probably the first answer that comes up anytime social media is discussed. Actually, before getting out there, in the (intimidating) openness and transparency of the online, companies should listen first. Listen to what is said about their brand, about the issues they face, and about the programs they have put in place. Only by knowing what the issues and stakeholders’ expectations are a company can change and develop meaningful CSR or Sustainability strategies with true benefits, for the business and the society as a whole.

• Getting into social media means “loosing control of the brand”

Message control is an illusion. Your stakeholders (employees, consumers, activities) are already talking about you and what you are doing, whenever you are talking to them or not. So you might as well join the conversations where they are (Facebook, Twitter, blogs…wherever) and participate as equals, inform the debate with credibility.

So yes, stakeholder engagement is the next frontier in CSR and Sustainability. But as for any topic that raises doubts, fear … it all comes down to educating people about what social media and CSR really are, that a company can get on the social engagement bandwagon at its own pace, etc. Have you ever tried to suggest social engagement strategies to your clients? Was it successful? How did you educate them about the rationale and benefits of such engagement? Did you overcome resistance?

To be followed then…!

Image credit: Martin Barraud, Getty Images

]]> http://www.sustainabilityconversations.com/2009/11/01/social-media-the-next-frontier-in-csr-stakeholder-engagement/feed/ 2 http://www.sustainabilityconversations.com/2009/10/27/exploring-new-models-of-social-responsibility-communications-live/ http://www.sustainabilityconversations.com/2009/10/27/exploring-new-models-of-social-responsibility-communications-live/#comments Tue, 27 Oct 2009 06:53:23 +0000 admin http://www.sustainabilityconversations.com/?p=759 As the name of this blog says it all, I am a true believer of the role and power of conversations to move the Sustainability and CSR agendas forward, whether with businesses, governments, consumers, or just citizens like you and me.

At a very personal level (and I am sure the entire CSR and Sustainability community will agree with me), I can’t but realize how much digital / social media (i.e. starting blogging for instance) has become such a great, and essential, professional tool for me to, among other things:

• Stay active and expand my knowledge of sustainability and CSR issues as well as communications best practices. In such an ever-changing disciplinary field, social media helps me stay abreast of changes and new trends.

• Connect with like-minded professionals and peers from all across the world, learn from their experience in other markets, or in other communications sectors such as marketing, advertising, social media or CSR reporting, etc.

And today, I am very excited to bring this to life once again as Media Partner of the New Models of Social Responsibility Summit – probably the first global virtual conference on social responsibility communication and strategy ever to bring together a global audience of experts and professionals from a wide range of organizations – multinationals, non-profits, government agencies, educational organizations, etc. – via online (and therefore environmentally-friendly) conferencing.

Sponsored by Communitelligence and Cisco, the live summit will explore best practices and dynamics shaping the new models of social responsibility communications emerging from the recession era and the new media age, during two half-days (on Nov. 5 and Nov.9).

The different round-tables will cover various topics such as:

• Employee engagement
• Brand building and consumer empowerment
• The challenges of communicating social responsibility
• The future of CSR reporting
• The evolution of corporate engagement in an inter-connected world

You know my interest for these topics, so stay tuned for some live-blogging here in the days to come

And if you are interested in joining the live summit, click here.

]]> http://www.sustainabilityconversations.com/2009/10/27/exploring-new-models-of-social-responsibility-communications-live/feed/ 2 http://www.sustainabilityconversations.com/2009/10/20/when-brands-are-not-succesfully-talking-the-walk/ http://www.sustainabilityconversations.com/2009/10/20/when-brands-are-not-succesfully-talking-the-walk/#comments Tue, 20 Oct 2009 08:06:02 +0000 admin http://www.sustainabilityconversations.com/?p=748 Grail Research, a global strategic research and decision support firm, has published a new report late last month, Green Revolution, showing (among other things) that the majority of (U.S.) consumers are unaware of major brands’ sustainability initiatives.

Probably as a result of a ‘sustainability noise overload’, greenwashing-induced skepticism, eco-fatigue … or simply ineffective communications, it appears that the great majority of consumers (in this case 85%) have no idea about what pioneering companies such as Estee Lauder, Hewlett Packard, Unilever, Nestle and Intel  are doing in terms of sustainability and CSR.

Surprising? Not really. While corporate reputation and brand image are converging, the gap between a company’s responsible initiatives and consumers’ perceptions and … ultimately decisions still remains important. And not properly addressed.

While companies have been pressured to practice what they preach, i.e. ‘walking the talk’, it is also critical to be effectively able to ‘talk the walk’ as well:

• By being transparent and authentic: 63% of consumers rely on product labels as their primary sources of information about green companies and their products, only if product labeling does not lead to confusion.

• By leveraging the right communications channels (as well as the right messages), that engage consumers, leverage their experiences and interactions with brands and encourage peer-to-peer evangelism, through word of mouth conversations (both online and offline), which are considered as more trusted sources of information (45%)  than advertising (38%) or company websites (18%).

So in the end, isn’t it more a question of ‘are we allocating marketing & communications budgets properly?‘ What are you thoughts?

However, as I read articles, blogposts, and reports daily, I still am struck by the type of words that are used when talking about sustainability or CSR: both ‘concepts’ are still referred to as “programs” or “initiatives”. The way we use certain words instead of others is important. Words are an explicit representation of how we perceive and value things! Here, it is yet another proof that CSR & Sustainability still tend to be seen one-off projects, disconnected from a company’s business strategy (or even worse, simple add-ons).

Instead, CSR or Sustainability should be seen and valued as a strategy or a strategic management tool that is fully integrated into a company’s business planning and communications process. Why?

• CSR (or Sustainability) is a powerful radar to keep track of stakeholders’ expectations, emerging trends or issues, etc. It is the tool with which a company can assess, and then align with the expectations of  its consumers, employees, business partners, government, etc. and citizens. In this current age of increased transparency and accountability, such “radar” is a critical tool for maintaining and reinforcing a company’s social contract with society as a whole, for building long-lasting relationships with stakeholders based on trust, mutual understanding and credibility.

• CSR (or Sustainability) is also the lens/prism through which a company identifies risks and opportunities, go-to-areas or not. Future sources of competitive areas or not with regards to economic, environmental and social aspects, whether in terms of product development, market expansion strategy, communications and marketing, etc.

• CSR (or Sustainability) is a performance measurement framework, with specific goals, objectives, time frames, etc..against which a company’s operations and reputation are assessed.

If CSR (or Sustainability) is considered as all of the above, then it is much more than just programs. It is a true strategy that is crucial for sustainable growth. It is fully integrated into day to day activities as part of the management system and the decision making process while helping developing adequate communication strategies.

So, what are we waiting for to change our vocabulary?

Images Credits: Getty Images

]]> http://www.sustainabilityconversations.com/2009/10/01/why-csr-or-sustainability-is-not-just-a-sum-of-a-programs/feed/ 0 http://www.sustainabilityconversations.com/2009/09/18/china-getting-your-corporate-sustainability-approach-right-from-the-start/ http://www.sustainabilityconversations.com/2009/09/18/china-getting-your-corporate-sustainability-approach-right-from-the-start/#comments Fri, 18 Sep 2009 07:06:42 +0000 admin http://www.sustainabilityconversations.com/?p=588 This post was originally published on Peter Korchnak’s Sustainable Marketing Blog.

***

No week goes by in China without a new Sustainability/CSR conference being held or a new Corporate Sustainability (CS) initiative being launched.

Despite the economic crisis, the field of Corporate Sustainability has kept on growing and expanding. However, as CS is getting more mature, it is also getting more complex, so that a few basic, but nonetheless important, market-specific principles should be kept in mind when launching CS initiatives in China.

Corporate sustainability is no longer a ‘nice-to-have’, but a must have

Not so long ago, foreign companies operating in China could literally buy a ‘good reputation’ through a well-placed donation to a leading politician’s favorite charity or a disaster relief fund.

However today, CS strategies based solely on philanthropy are insufficient and companies that are making increasing profits in China are expected to “give back to the society” and do their fair share through a more hands-on role.

Sustainability efforts do not have to be exclusively green!

It is critical that foreign companies align their Corporate Sustainability efforts with the Chinese political agenda and priorities, since the government’s support, and even endorsement, is necessary to secure market access and credibility with other stakeholders (e.g. government-controlled media) in China.

However, today, being good and responsible does not automatically mean being green. As a result of the economic crisis, the environment has become less of a priority for the government. Limiting further layoffs, improving access to and quality of social services (particularly health and education), and encouraging local innovation are now top national concerns, and therefore ‘hot issues’ to potentially engage with.

Authenticity is key…otherwise beware of word-of-mouth!

Beyond government and media, employees and consumers are also key audiences of CS programs. They have increasing expectations towards companies, and will value CS as a relevant proof of companies’ and/or brands’ transparency and trustworthiness.

However, as multinational corporations in China are traditionally held to higher standards than their domestic counterparts, authenticity is key when engaging consumers or employees. Any ‘greenwashing’ type of accusation or corporate misconduct can be voiced and amplified online by more than 300 millions netizens, which are seen as the most trusted source of information in China. Some examples of past online crises in China show how careful companies and brands have to be when they market their CS initiatives online.

Corporate Sustainability plays an increasing role in driving corporate and brand reputation in China, perhaps more than any other country. Foreign companies are implementing CS programs in China as never before, yet those programs need to be relevant the local context and issues. To do this effectively, it is imperative to have two-way communications platforms in place in order to effectively understand what stakeholders expect., and how to move things forward.

This report sucessfully shows how companies are progressing along five developmental stages of CSR, both from the outside in and the inside out.

Not surprisingly, effective stakeholder engagement is key to progress along the different stages. In order to succesfully link CSR with their business strategy, companies must indeed understand what are their stakeholders’ expectations on the ground, and what are the key issues to address. Such approach then enables companies to be proactive (instead of merely reactive) and to change the relationships with some stakeholders from adversaries to partners.

I am even more interested in the fifth stage that they call ‘transformative’: I belive this is when companies are becoming powerful agents of change themselves and when CSR or Sustainability is at the core of their brand or corporate DNA. At this stage companies fully CONNECT and PARTNER with their key audiences (e.g., consumers) to effect positive change. I am also persuaded that this is at this stage that the ROI is the most compelling (i.e. if consumer-oriented initiative, ROI is about brand involvement, brand differentiation, with positive side effects on corporate reputation, etc.).

In China, most of CSR is still at a Compliant stage or Engaged Stage, with a predominance of charity and philanthropic initiatives, which do not offer a very compelling ROI, especially in terms of corporate reputation and stakeholder relationships. What is needed to move foward? Understanding stakeholders expectations and key local issues to strategize locally-relevant and business-aligned initiatives, and this is what makes CSR work in China very interesting and also very challenging.

If you are interested in CSR, I highly recommend you to have a quick read of this report.

What a very timely talk he has given there as the Twitterized protests were just starting up in Iran. (Actually, he later gave a short interview to the TED team about it, that is now posted on TED’s blog).

Beyond these political implications, I immediately thought about how social media has changed ‘CSR‘, and how it has changed it for the better (even if there is still a long way to go).

With the rise of new social media technologies, power has clearly passed to the people forcing the emergence of a new approach to CSR: CSR 2.0 (or now 4.0).  Especially with citizens-consumers that are now extremely informed and aware, talking to eachother on online communities almost instantaneously about what you do whenever you decide to talk about it or not, and with an audience of millions on the web.

The 2.0 has really put the ’social’ back into CSR, by this I mean the stakeholders. And this is a great thing. Now CSR is finally about stakeholder engagement and about meaningful conversations and change. Because if done otherwise, huge reputational risks are at stake.

Rather than being a big scary thing, CSR 2.0 has to be seen as a great opportunity to join forces with the new empowered stakeholders and rebuild the ’social contract’, especially now that the recession has resulted in a dramatic decline of trust in business worldwide.

A very good paper written by Mikkel H. Sørensen & Nicolai Peitersen from Antics.com lists the 10 changes to the CSR landscape that we are and that we will be seeing because of social media. Here are the eight ones I clearly agree with:

1. Inclusiveness – Involving stakeholders directly from beginning to end

2. Innovation – Winners turn market pressure into stakeholder led innovation

3. Sincerity – Be real

4. Co-ownership – A truly embedded value-based culture happens through involvement

5. Dynamics – Standards being replaced by 24/7 engagement

6. Quality – CSR as immersive business strategy

7. Trust your values – Move first, move alone

8. Proximity – Local impact is global

And to conclude on why Shirky and CSR 2.0, I would highly recommend this book: Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky, which makes sense of the way people are using internet, how it creates new group dynamics, and how it puts the people back at the center stage.

It is basic, but so useful to understand why locally-relevant and stakeholder-inclusive CSR strategies are so important today.