Social networks as a tool for corporate social responsibility design

1 Presentation1. Presentation

Wh ?1.PresentationWho are we?

www.micheledalena.it www.guglielmoapolloni.com

2 Web 2 02. Web 2.0 ==

conversationconversation

2. Web 2.0 = conversation

Who of youis on Facebook?

Italian populationon Facebook?


Who of youis really using

Twitter?Twitter?

http://www giulianoiacobelli com/social media/i quattrohttp://www.giulianoiacobelli.com/social‐media/i‐quattro‐stadi‐di‐accettazione‐di‐twitter

[Giuliano Iacobelli]


Who of youhas a

Linkedin profile?Linkedin profile?

http://blog.hubspot.com/blog/tabid/6307/bid/6147/LinkedIn‐by‐the‐Numbers‐Infographic.aspx [Hubspot Blog]


And FriendFeed?

http://www.kawakumi.com/2010/08/02/friendfeed‐all‐the‐numbers‐that‐matter‐infographics/[KawaKumi]

Management of useful link2. Web 2.0 = conversation

Management of useful link

http://www.minimarketing.it/2010/09/la‐mia‐raccolta‐differenziata‐dei‐link‐utili.html[ [mini] marketing ]


Who from youis using a FeedReader?


Who from youhas a micro‐blog?


How do you save interesting stuff in web era?

Which contents?2. Web 2.0 = conversation

Which contents? ProducedProduced contents

Aggregated contents


Why people are creating contents?


Why people are sharing contents?

http://www.weconomy.it/


We are Prosumers

a k aa.k.a.

dProducers+

Consumers

[http://darmano.typepad.com/logic_emotion/2007/12/peace‐on‐earth.html]

3. You don’t have to be on Social

Network, you have to stay in Social Network

Reputation?3. You have to stay in Social NetworkReputation? What is this?What is this?

Digital Reputationg ta eputat oWeb identity y

[funky professor]

3. You have to stay in Social Network

If you don’t speak about you, somebody will do it before of you

[Flickr| polloncate]


If you’re not on Google, you don’t exist!

[google visit card]


CS – 123people

[www.123people.com]


If you’re not ready to stay in Socialin Social Network, ,do not open th t dthat door

You don’t have to be on Social Network, you have to stay in Social Network


CS – Nestlé

[http://www.greenpeace.org/international/campaigns/climate‐change/kitkat/]

Netiquette3. You have to stay in Social NetworkNetiquette

[Flickr |MicroCosmi]


1° low: “be transparent”

[Flickr | Corrado ‘Fizban’ Ignoti]


2° low: “respect others’others works”

[Flickr | Diez Herrero]


3° low: “humility”

[Daniele Luttazzi]


4° low: “share”

Content system3. You have to stay in Social NetworkContent system management navigationmanagement navigation

spontaneous mapping to spo ta eous app g tonavigate contentsg


We need filters

http://longtail.typepad.com/the_long_tail/2005/05/isnt_the_long_t.html[Chris Anderson – The long tail]

4. And Brand?

What are they doing on SN?

Some examples:4. What are Brand doing on SN?

Some examples:

• Il mulino che vorrei• Banca che vorrei

b k• Mystarbucks• La Toscana che voglioLa Toscana che voglio• Co create London

4. What are Brand doing on SN?

CS –Il mulinoche vorreiche vorrei

[www.ilmulinochevorrei.it]


CS – Starbucks

[http://mystarbucksidea.force.com/]


CS –Cocreatelondon

[http://www.cocreatelondon.com/]

Controindication:4. What are Brand doing on SN?

Controindication: lack oflack of transparencytransparency..

if you lie, f yit will come out

5. How companies should use Social

Networkfor CSR?

What is CSR?5. How companies should use SN for CSR?

What is CSR?

[http://www.industryplayer.com/corporate_social_responsibility.php]

5. How companies should use SN for CSR?

k h ldEvery stakeholderi it fis community manager of herself/himself andherself/himself andof what she/he is doingof what she/he is doing

http://www.webeconoscenza.net/2010/10/29/esserci‐o‐starci/


d l d l5 guide lines to develop CSR b tt th k t i l dibetter thanks to social media: 1 commit and lead1. commit and lead, 2. listen and learn, 3. innovation, 4 comunication4. comunication, 5. invest.

Ann Charles on Mashable


http://blogs.hbr.org/cs/2010/11/social_medias_leadership_chall.html


For a companyFor a company

Staying on Social Network =

B iBeing transparent

k h k h ld5. How companies should use SN for CSR?

Speak with your stakeholder

[Flickr | Old Show Woman


For a companyFor a company

Staying on Social Network =

M ki CSRMaking CSR

6. Companies on SN: pmy personal y pexperiencep

INDEX

1‐ INTRODUCTION2‐ THE SYSTEM3‐ THE ECOSYSTEM OF ISCC COMMUNICATION4‐ SO WHAT?

a‐ HOW TO BE ECONOMICALLY SUSTAINABLE?b‐ HOW TO ORGANIZE “TO DO” EVERYDAY?b HOW TO ORGANIZE TO DO EVERYDAY? c‐WHICH ARE THE RESULTS?

4‐ SO WHAT?5‐ CONCLUSIONS

1‐ Introduction

Social media and the „men at work“: „sometimes it’s a unbridgeable distance

“We come from a different culture. In industry,th i t t thi i t dthe important thing is to do,

not pretend to do or promote others work.”[Cesare Azzali Director General of Industrial Union at “Parma 2 0”][Cesare Azzali, Director General of Industrial Union, at Parma 2.0 ]

The communication system of ISCC was launchedThe communication system of ISCC was launched on experimental bases, in a context

where the paper is preferred to the screen,

where the smart phone is used like a regular phonewhere the smart phone is used like a regular phone,

where Facebook is something that distracts you from work.

Innovation is not anymore for lonely runners

The conformation of the Italian economy, largely made up of small and medium‐sized enterprises, and

i ll h h i h kespecially the recent changes in the economy market,

have created conditions for changing the view..have created conditions for changing the view..

strategic alliances and partners

Are the premisesAre the premises.. ..tomaintain competitive ability in global markets,

..to overcome their size limitations and reach a sufficient critical mass, typical of medium‐large enterprises.

They create a positive effect on the competitiveness of system.

Company networks

“Doing business networks. From clusters to wide networks: A new way to the competitiveness”

Today, the challenge is to teach different actors how to design innovative forms of trans‐regionalinnovative forms of trans regional and trans‐sectorial networks.

Investments in intellectual and relational capital help networks to maintain long term sustainability,

and ability to make profitand ability to make profit.

2‐ The system

Italian SlovakChamber of Commerce

• It’s an international no profit organization

• Its aim is to promote, support and safeguard the cooperation and trade as well as industrial, financial and cultural relations

between Italy and Slovak Republicbetween Italy and Slovak Republic

• It has been operating for eleven years in the historical centre of Bratislava, it is devoted to the continuous innovation of the Italian entrepreneurshipit is devoted to the continuous innovation of the Italian entrepreneurship

and continuous development of the local economy

Italian Slovak Chamber of Commerce

Is an international networkhelping businesses, professionals and institutions with the processes

of internationalization and promotion.

Is a cross‐networkproviding continuous support, clear advantages,providing continuous support, clear advantages,

accurate information and activity of lobby.

Italian SlovakChamber of CommerceChamber of Commerce

300 associated members

SME95% are SMEsImportant presence of strong brand

exposure of the community to the public in Slovak Republic

Heterogeneous company profilesboth in size and in market sectorsboth in size and in market sectors

community = network of companies

Community ‐> Italian‐SlovakNetwork of companies ‐> associated with CCIS

Th bj ti f th tThe objectives of the system

Promote Italian way and Italian Slovak communityPromote Italian way and Italian ‐ Slovak community

Themes?Themes? •CSR,

•Italian‐Slovak community activities, •conversations with business community,

•research, innovation

what network needs

•reinforce the identity of community•qualify internationalization

i f b•inform about CSR of the Italian community in Slovakia•promote competitiveness of the community

•qualify th t it•qualify the territory

3 – THE ECOSYSTEM OF ISCC COMMUNICATION

it l ki it l bl it i f CCIS kl E t t B2C

WEB BLOG NEWSLETTER JOURNAL EVENT

camitslovakiaCorporate communication

italoblog.itblog in Italian

italoblog.sk

infoCCIS weeklyarticles of the week

infoCCIS monthy

Estthe institutional reviw

event B2C

event B2Bitaloblog.skblog in Slovak

infoCCIS monthyInsights monthly

event B2B

O li d ff li l bi bili i l diffOn line and off line tools combine ability to involve different sensitivities and target groups. They allow economic sustainability.

4‐ SO WHAT?

a‐ HOW TO BE ECONOMICALLY SUSTAINABLE?

b‐ HOW TO ORGANIZE DAILY TO DO?

c‐WHAT ARE THE RESULTS?

a‐ HOW TO BE ECONOMICALLY SUSTAINABLE?

We look for partnerships to support the network allowinge oo o pa t e s ps o suppo e e o a o geach member possibility to gain visibility that only few could afford

In addition to communications package offered to partner members,In addition to communications package offered to partner members,available communication channels allow selling conventional advertising

space.

Thanks to these areas, the ecosystem of communication CCIScreates value by producing profitability

Active participation in the conversation online offers our partners possibility to develop unique projects.

(Examples PwC, Unicredit, Elips ,...)

WEB: Chamber of Commerce’s showcaseBanner Partner

Web number: (last 6 month)

Users:

Editorial

8.457 Visits

33.715 Pageviews

3,99 Page/Visit

02 57 i A i02:57 min Avarage time on site

Publications:

52 news Slovakia

26 collaborations offerts

26 tender

Banner 210x87 px

20 news CCIS

10 activity partners

BLOG: web 2.0 in italian languageg gBanner PartnerBanner Sponsor

Geolocatization

italoblog.it numbers:

Galleria fotografica

Users:

15.747 Pageviews (last 6 month)Video interviews

9.242 View video

7.916 Visit (last 6 month)

5.198 Absolute unique visitors (last 6 month)

Events Storytelling

( )

2.017 Flickr profile visits

00:02:21 Avarage time on site (last 6 month)

PR

Live streaming from

Publication:

189 Video productions

235 Articles published

events

669 Photos published Strillo – link in home page to PR articles

italo.sk: blog in Slovak languageg g g

In Slovak web there is a lack of blog and 2.0 portals

Case studies:UNICREDIT CORNER

Case studiesCase studies:Tax&Legal Allert

PRICEWATERHOUSECOOPERS

NEWSLETTER the remainder of the week

Notice from web and blog

infoCCIS weekly bnumbers:

2.891 Contact:

33 newsletter sentBanner partner100 cc news slovakia

200 cc blog entries posted

p

Info CCIS: monthly magazine printabley g p

Banner partner

Insights

infoCCIS monthly numbers: (from october 2009)

2.891 mail contact

3986 total views

7 newsletter sent

86 total pages

Info CCIS: monthly magazine printabley g p

1/9

2/92/9

3/9

Advertisement 1/9 ‐ 70x55 mmAdvertisement 2/9 ‐ 70x115 mm

Advertisement 3/9 ‐ 70x188 mm

Advertisement A4 ‐ 297x210 mmAdvertisement A5 ‐ 110x188 mm

pr1 page‐ 2200 types

/

MAGAZINE: communication qualityq y

Est numbers:

2.000 Printed copies

500 copies sent

5407 total views

4 numer per year

48 b48 pages per number

Inserzione A4 copertina dietro297x210 mm

Inserzione A4 seconda297x210 mm

Publiredazionale 1 pagina2000 battute

Inserzione A4 copertina pag2‐3297x210 mm

Inserzione A5 seconda123x210 mm

Targeted and public EVENTSg p

Event numbers inEvent numbers in 2009:

18 social events

7 Istitutional activities

13 Promotional activities

1 festival

Dolcevitaj: the festivalj

Dolce Vitaj 2010numbers:

30 events

4 main sponsor

8 media partner

4 local partners Poprad

2 local partners Košice

50 billboard posted for 2monthsmonths

10.000 visitors expected

Dolcevitaj: the moment of italian‐slovak jcommunity

Social media

66194 66194

1.85157

126

57

250

126125

250

Case study:Case study:Intrasystem communication

Case studies:Opinion leader spontaneous comment on ISCC

Partner and sponsorPartner and sponsor

b‐ HOW TO ORGANIZE DAILY TO DO?

Project manager: consulency, research, guides and teach the internal staff

Account and community manager: internal reference that maintains contact with partners and manages platforms

Designer: graphics, video editing, live video, research, infographicsg g p , g, , , g p

C ‐WHAT ARE THE RESULTS?

Online reputationOnline reputationfor companies and managers

Communication system of ISCCprovidesprovides

quality positioning on the web for its network of q y p gassociated members

Daily communication with our stakeholdersDaily communication with our stakeholders

(1 set‐31 ago)

181 news on web

(1 set 31 ago)

181 news on web

320 Blog articles with 262 video and 754 photos

54 weekly newsletter

12monthly newsletter12monthly newsletter

3 numbers of EST

18 events

web focus: qualityweb focus: quality(1 set‐31 ago)

139 500139 500Total click (sept 2009 ‐ aug 2010)Total click (sept 2009 aug 2010)

Camitslovakia Italoblog Italosk Youtube Facebook IssuuCamitslovakia Italoblog Italosk Youtube Facebook Issuu

83576visualizzazione di pagina

29 050visualizzazione di pagina


13085Total video views


11418readers sum

21504Visite

15 185visite

415visite

13021 10 887 21313021visitatori unici assoluti

10 887visitatori unici assoluti

213visitatori unici assoluti

In Slovakia there areIn Slovakia there are

900.000 2,3 milioni Facebook users users on line

In Italy there are

5,6 milion 23 milion5,6 milion Facebook users

23 milion User on line

Members of ISCC have understood that is commonMembers of ISCC have understood that is common to search the references of its partners, clients and

customers on googlecustomers on google

Looking for associated companies?Looking forAlberto Russo Elips..Alberto Russo Elips..

Because, if they wont find l d 'you on Google you don't exist

If you search our member companies on google...you will find them with uswill find them with us

Placement of names and keywords on : Italoblog Camitslovakia ItaloVideoPlacement of names and keywords on : Italoblog Camitslovakia ItaloVideo

aziende italiane in slovacchia 2,3 5

reti di imprese in slovacchia 1,2,3,4,8

VVMZ 4.5 6

fotovoltaico slovacchia 2

pvs in bloom 3

Air Dolomiti slovacchia 3 16Air Dolomiti slovacchia 3 16

Austria Trend Slovacchia 14 12.13

Green Tree slovacchia 2.3 4.5

HLG STAV slovacchia 3,4,8 1.2

Turismo Bergamo 1.2

Unicredit Slovacchia 5.6

MEDEA Slovacchia 8

dolce vitaj 2 3 4 5dolce vitaj 2.3 4.5

VUB slovacchia 1.2 11

innovazione slovacchia 1.2

vito bovoli slovacchia 1.2 8

fondi strutturali slovacchia 4.11 19

Alberto Russo Elips 1,2 6

From quantity to qualityFrom quantity to quality

ThanksThanks

professional social media communication

d kwe made known our network and activities of the member companies

as no other chamber of commerce ever did.

5‐ CONCLUSIONS

Today the members of the CCIS know the potential of the Web 2 0Today the members of the CCIS know the potential of the Web 2.0 as a strategic information tool.

M t h li d it t ti l t hMost have realized its potential to enhance:•efficiency•flexibility•creativity

More than elsewhere, in B2B networks, trust and transparency help to promote stability of the relations and achieve success.p y

In Web 2.0 trust and transparency are the result of a constant conversation.

The CCIS is supporting conversations of its partnersand ismonitoring achieved results

in order to build more robust networksin order to build more robust networks.

7. Design in Social Network

7. Design in Social NetworkfDesigning for prosumers,

tnot users

[Flickr | oskay]


CS – GAPThe lesson here is that any brand can benefit from engaging their communityengaging their community to convert consumers into stakeholders, allowing them to take part in the evolution f h hi i hof the company. This is how

we earn relevance in the social Web as the touchpoints to reachthe touchpoints to reach consumers also in turn, reach us

http://www.briansolis.com/2010/11/the‐5th‐c‐of‐community‐social‐commerce/[Brian Solis]

k7. Design in Social NetworkCreatives vs. Marketer“10 reason why creatives are not healthy for marketing” [mini] marketing2. The Creative knows everything better than customers and clients, always3 The creative hates simple solutions3. The creative hates simple solutions4. The creative thinks that re‐using something good or getting it better is notenough, it’s better make it from the begining5 When the creative passes too much time on social media he disappears5. When the creative passes too much time on social media he disappears, because he understand that every good idea he has has already been madeand in a better way6 Th ti k hi h i th b t i H t di d it th6. The creative knows which is the best user experience. He studied it on the books and he doesn’t have to ask it to users10. The creative thinks that it’s not usefull make the life simpler, but make itmore creative

http://www.minimarketing.it/2010/10/10‐motivi‐per‐cui‐i‐creativi‐non‐fanno‐bene‐al‐marketing‐al‐festival‐della‐creativita.html

?7. Design in Social NetworkAre you creatives?

l7. Design in Social NetworkDesign is not only creativityIt’ t t tIt’s strategy too

h7. Design in Social Networkstrategic approach* i*view

[monitoring][monitoring]Know yourKnow your

Value Constellation


What my stakeholdersare speaking about?Di cosa parlano


Which kind of comunication do mystakeholders have?

h7. Design in Social Networkstrategic approach* i*view

Know yourKnow yourPositionPosition

h7. Design in Social Networkstrategic approach** i**preview

Designing scenariosDesigning scenarios

ISCC in web panorama

Sett Ott ‐Mar Apr ‐ LugSett Ott ‐Mar Apr ‐ Lug

Stampa2500

Linkedin

EventiMailinglist partner

contatti CCIS

YoutubeEmbed

Link blog2blog

FriendFeed

Twitter & Facebbok

Newsletter

Googleacebbo

5. Design in Social Networkhstrategic approach

** i**preview

Re‐designingRe‐designingscenariosscenarios

Looking for associated companies?Looking forAlberto Russo Elips..Alberto Russo Elips..

Because, if they wont find l d 'you on Google you don't exist

h7. Design in Social Networkstrategic approach*** ki i***making view

Building easy learningBuilding easy learning architecture forarchitecture for conversation

df d d b dCrowdfunding, inspired by crowdsourcing,

describes the collective cooperation attention and trust by people whodescribes the collective cooperation, attention and trust by people who network and pool their money together, usually via the Internet, in order to support efforts initiated by other people or organizations.

Crowdfunding occurs for any variety of purposes from disaster relief toCrowdfunding occurs for any variety of purposes, from disaster relief to citizen journalism to artists seeking support from fans, to political campaigns.

http://www.micheledalena.it

http://crowdfunding.pbworks.com/

8. Markets are conversation

7. Markets are conversation

”A powerful global conversation has begun A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter, and getting smarter faster than most companies. These markets are

ticonversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining orhonest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine.It can't be faked.”

[Cluetrain Manifesto]

8. Special thanks8. Spec a t a s

@micheledalena@@letizia m@ _

9. Let’s converse

ContactsGuglielmo Apolloni

Contactsg p

[email protected]

Tel: +39 340 0756674| skype: blapojr

www.twitter.com/guglielmoawww.linkedin.com/in/guglielmoapolloni

[email protected]

i h l d’ lMichele d’Alena

[email protected] h l d l itwww.micheledalena.it

Tel: +39 3495351731| skype: micheledalenawww linkedin com/in/micheledalenawww.linkedin.com/in/micheledalenatwitter.com/micheledalena

Social networks as a tool for corporate social responsibility design

Design

Transcript of Social networks as a tool for corporate social responsibility design