Corporate Social Responsibility increases brand effectiveness (and makes you feel good)
I've been heavily involved with personal computers since I was 13 years of age - that's 30 years! Less from a technical side and more on how it improves lives, increases sales and productivity.
During that time we've seen massive technological advancement in computing and communications and it has fundamentally changed the world we live in. We've seen significant social and business transformation - from the old military type centralised business hierarchy models to much more flatter, localised organisational structures.
In fact, business and social structures resemble information structures - it's all about how we connect and with whom.
And, as we move into an ever increasing connected, mobile, rich media social communications world, we will see new business and social structures emerge.
What does this mean?
Technology fundamentally increases productivity and corporate and personal transparency. Business, government and individuals need to embrace both social responsibility and online connections to survive and thrive.
From a business marketing branding perspective, customers will increasing value corporate social responsibility in their purchasing decision making criteria.
For any new purchase most people start with search - imagine if the first story about you is bad PR!
Giving something back
A couple of months ago I was involved with producing videos for AGL's Corporate Community strategy - great stuff.
On Friday 6th March I was fortunate to be invited as a "DragonFly" for the NRL St George Dragons 2009 Season Launch.
Moving away from the traditional Season Launch and to focus on the Dragons’ commitment to community, Dragons staff, players, Immortals, Corporate Partners and key stakeholders came together to create a “perfect day” for the local community to officially launch their 2009 season.
Note: I'm sure there are a few other clubs who now congratulate the Dragons!
The theme for the Dragons 2009 launch was a “Perfect Day” based on a quote from a famous NBA Basketball Hall of Fame Coach and Player, John Wooden
“You can’t live a perfect day without doing something for someone who can never repay you” John Wooden, Basketball Hall of Fame (Coach and Player)
Last month we mentioned a great video from a Sony/BMG conference in Rome 2008 about the exponential develop of technology - the articles also showed a 1957 RAND computer promotional video, the key point the core messages about technology growth are the same.
Anyway, the old link was broken but happily the video reappeared today via a viral email - such is the fundamental principle that quality content and production tends to rise to the top - by that I mean it engages with the audience (builds brand), informs (WIIFM for the viewer/ consumer) and motivates action (ie Seth's megaphone/ Forresters Technographics - to consume to create).
If it was Sony that put the video out into cyberspace then well done - this is clever thought leader branding.
I should point out that the raw content is based on a slide show called Shift Happens
Some points
China will soon be the #1 English speaking nation in the world
Todays learner will have 10-14 jobs....but the age of 38!
The top 10 in demand jobs did not exist in 2004
There are over 2.7B searches on Google each month
There are more then 3,000 new books published every day
The amount of new technical information is doubling every two years
By 2010 it is expected to double every 72 hours
By 2049 a $1,000 computer will exceed the computation capabilities of the entire human species (note: see creative economy)
The facts are we adapt, the Y gens of today will be considered the dinosours of their grand children and so on. One thing that stays constant in the world of change is the human connection - friendship, wisdom, trust and creativity.
Bloggers Ignite Brush Fire Over Weekend, Forcing J&J to Pull Ads, Issue Apology
Much was written about Obama's use of digital social media and creating a Groundswell for the US Presidential campaign but with a budget of half a billion dollars most people argue you can pretty much do anything.
For most business owners and marketers it is totally understandable the Obama case study and use of the new fangled, time consuming social network technologies such as Twitter, Facebook and Flickr is just too big for many of us to be able to relate to our own lives, businesses, products and services.
But today (actually yesterday), every digital marketer has a new case study to roll out into their sales and marketing message - the Motrin Mums campaign. (see Adage article for a detailed overview).
In quick summary, a minor Johnson and Johnson campaign was launched a couple of months ago, over the last week a murmur of discontent snowballed amongst mums who didn't like the campaign, their discontent then moved online via Twitter, Youtube, via blogs then spreading exponentially. Post Note: Already send ups appearing (see video) - Saturday Night live and Rove next!
The result, the campaign pulled and apologies all round.
As we all know online marketing campaigns require "cut through" to get attention - Seth's Purple Cow. J&J were quick to respond - it showed they were listening (are you?) and J&J can afford it but, what if this was your campaign and your hard earned advertising bucks?
Yes, in hindsight we all wouldn't have made this campaign mistake BUT does anyone think there was a deliberate intent to upset - I doubt it - many would say there are more important things to complain about. Sideline - the facts are the decision makers will probably get a bonus for achieving "cut through" (the clutter) but that's a whole different thread.
What I'm interested in is how much response is a knee jerk reaction to critics particularly when there is a constant challenge to try and keep customers/ voters happy all the time?
That is, what is the balance between leadership and popularity?
As any sales person knows, it is easier to say yes then no BUT what is the cost - personally, socially, economically to your business and brand and how to you respond to critics?
Adobe Flash Player not installed or older than 8.0.22!
At a digital media conference gig the other night I met Silkcharm one of Australia's leading bloggers (see below) and her comments were enough for me to revisit the Twitter space again.
"Yeha that sounds like a party" I hear you cry!
From a business point of view, remember the techie geeks are driving online innovation, they invented PC's, email, the web, mobile phones, Ipods and Facebook that we all now take for granted and rave about - it's the Devil wears Prada of web stuff and if you want to know what's happening you need to be in their space.
When you think about it's not much different than drinking at the pubs that horse trainers drink to get the hot tips - you need to tap into the relevant social space and constructively contribute (who's got time for neg heads?) - it's the age old lessons of gaining trust and building relationships.
Anyway some dude at the conference said something like the Internet is for people with too much time or something like that - yes and no. The same dude (my old competitor Aconex) had just raised $107m from private equity just days before the stock market crash so you have to question that one as well.
Moving on, over the last week I've been looking Twitter again. For the uninitiated Twitter is basically a Free, 140 character chat system, microblogging or social networking, but is much more than that - one comment I liked was that it is like an online pub where people meet, chat and share! (see video)
Hmmm, I'll think about that, I still prefer a real beer...(yes for those who know me face to face that is very obvious I know!)
I'm interested to see what sort of growth over the last year and a half and to look at the challenges and opportunities for business. For those who like numbers Wikipedia reports that as of October 2008, Twitter claims to have over 3,200,000 accounts registered. I wonder how many Aussies? A search for Aussie Twitterers reveals 8,109 Aussies. I'd say that's too low - on most stats Australia is about 1% of the global market, so at a guess I'd say about 32,000 and then apply Parato's 80:20 rule - ie the top 20% represent 80% of the influence.
Knowledge economy and knowledge work consultant, web strategist, information architect and social networking evangelist. Please @ and tell me why you follow me.
Anyway, if this is where the techno thought leaders, influencers and cool kids are hanging out then we need to check it out.
Twitter growth?
I found this image from a Costa Rican Blog
I'd say Australia follows pretty much the same curve. I'm interested to know what these Australian thought leaders are Twittering about?
Back In the beginning- what are you doing now?
I look back through my posts to my first entries - 9.21AM, Jul 28th, 2007. My first "tweets"
Out of bed, quick emails check - Google Alerts article on Telstra staff banned using Facebook - writer mentioned Twitter "fun" - investigate! 9:21 AM Jul 28th, 2007 from web
In about an hour we've added the twitter feed to a new article then digged it. Now time for a coffee!!!! 10:38 AM Jul 28th, 2007 from web
Back in the office - took time out this morning over coffee to explore "SMS is dead" article in Fortune and then brand loyalty and the web 9:47 AM Jul 30th, 2007 from web
Writing an article on social booking options - which ones to add from the hundreds available - what you then have is "social marketing" 12:48 PM Jul 30th, 2007 from web
Having a quick chat with the very beautiful Monique from Creative Stars (events and experiences) about social bookmarking marketing 4:51 PM Jul 30th, 2007 from web
I'm awake but in pain - yesterday my dad, my best mate and mentor died suddenly in a boating accident. A man of honour and integrity. 12:37 AM Aug 2nd, 2007 from web
Getting my head around writing the eulogy for my dad who died the other day. Though sad we celebrate a great life - finding the words...... 4:43 AM Aug 5th, 2007 from web
Seven months on - just finished some internet marketing for a client. 3:23 PM Mar 28th 2008 from web
People to people and matters of priority communications technology
Clearly, as demonstrable by the gap in time, Twitter was not the central communication mode during the gap. Face to face, phone, email and text ruled the day as this was the communication mode of most friends and family.
How much different would that be now - for me not a lot just yet - most of my business relationships are only just getting used to Skype, may have a Linkedin account and have dabbled with Facebook - it'll be a while before they're blogging and Tweeting.
The example above makes you wonder when you consider what matters most how much of all this technology is all complete bullshit? How long before this space is also full of doof doof try hards and multilevel marketers - constantly jumping on the next big thing for the quick buck?
Maybe that's the biggest challenge of the space? I post a question on Twiitter to see what sort of response?
Anyway, if you are slightly introverted like me then the idea of publishing your thoughts out into cyberspace for all to see is not something that initially sits comfortably BUT, like all things you need to experiment to learn and build confidence and really it's much like riding a bike, writing a blog or exploring your own creativity.
The need to speak your own voice and get out there.
The key is to create good original creative content from your own perspective and create cut through (I'm still not happy with this blog but practice makes perfect).
From a creative framework I've been incorporating this black to white element in my photography, marketing and writing - the use of contrast in story and image to get "cut through". Without day there is no concept of night. How we can we imagine what we haven't experienced?
