[Global HR Forum 2011] Creation of A New Corporate Competiveness: Social Marketing and Utilizing Human Resources

@BobPickard | Burson-Marsteller

Social responsibility >

Social marketing > Social media

SOCIAL RESPONSIBILITY

Understanding Expectations Intelligence

Two Way Communication

Transparency Social License

Trust

SUSTAINABILITY

Resource Constraints

Strategic Lens

Efficiencies

Operational Excellence Competitiveness

Technical Innovation

Social marketing

3

Do not smoke!

Social marketing

4

Wear seatbelts!

Merger of social & brand marketing

Corporate

Responsibility

Global

Responsibility

Soul

Sustainability

Corporate

Responsibility and

Sustainability

Responsibility

Sustainable

Value

Sustainable

Development

Corporate Social

Responsibility:

Making a

Difference

Citizenship

Our people believe passionately that what we do makes

a difference for customers and our society as a whole.

Generic messages don’t work

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 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.

“Socially

responsible

corporations

conduct their

“Socially

responsible

?conduct their

operations in line

with international

guidelines on

sustainability.”

responsible

corporations

pay back into

society.”

?

Forces of Change

DigitizationGlobalization Empowerment

Digitization

Storytelling through infographics

The death of deference

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• the Wenzhou train wreck

79% ARE ONLY 12 MONTHS FROM A POTENTIAL CRISIS –

HALF THINK THIS WILL HAPPEN IN THE DIGITAL SPACEQ29-37: 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%

Online or digital security failure 47%

Logistic difficulties 47%21%

© B U R S ON -MA R S T E LLE R , LLC | © P E N N , S C H OE N & B E R LA N D A S S OC IA T E S

Logistic difficulties 47%

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 company 40%

Criminal actions 33%

79%

Likely to experience a potential crisis

Not likely to experience a potential crisis

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?

46%

Engaging and monitoring

social media channels

Understanding who online stakeholders are

and how to engage with them

© B U R S ON -MA R S T E LLE R , LLC | © P E N N , S C H OE N & B E R LA N D A S S OC IA T E S

46% DO NOT

HAVE FULL EXPERTISE

54% DO HAVE

FULL EXPERTISE

50% DO NOT HAVE A GOOD GRASP

50% DO HAVE A GOOD GRASP

Be prepared to apologize!

Twice as many on social media this year

Asian MNCs going digital

60

80

100

Burson-Marsteller l Evidence-Based Communications

0

20

40

60

2010 2011

Asian

Western

Percentage of companies using a branded social media platform

Korean MNCs lead the way

Burson-Marsteller l Evidence-Based Communications

Percentage of companies using a branded social media platform

Use of digital for CSR

Burson-Marsteller l Evidence-Based Communications

Percentage of corporate marketing or communications posts to company social media

channels across Asia-Pacific during the period July 01-15, 2011

Go peer-to-peer

WA

Y

M

ON

OLO

GU

E

“They must “They must

listen and I will listen and I will TWO-WAY DIALOGUE

ACTIVE

C O N V E R S A T I O N

The rise of peer-to-peer communications

ON

E-W

AY

M

ON

OLO

GU

E

“They can’t hear

me and I feel

insignificant”

listen and I will listen and I will

be heard”be heard”

PASSIVE CON-SUMERS

TWO-WAY DIALOGUE

PRO-SUMERS

C O

N T

R O

L

People used to looked to the

government to solve big problems.

Then & Now

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

• old systems and institutions

simply cannot cope with new

complexity and speed

• these challenges require the

Governments cannot do it alone

• 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

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’

The modern Relationship Imperative

• 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