Social networks as a tool for corporate social responsibility design
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Presentate al Master in Strategic Design, Design of the Value Offering, del Politecnico di Milano il 2010/2012, da Guglielmo Apolloni, le slide raccontano i social media come strumenti per comunicare la responsabilità d'impresa.
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Social networks as a tool for corporate social responsibility design
- 4. 2 Web 2 02. Web 2.0 == conversationconversation
- 6. 2. Web 2.0 = conversation Who of you is 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]
- 9. Management of useful link 2. Web 2.0 = conversation Management of useful link http://www.minimarketing.it/2010/09/la‐mia‐raccolta‐differenziata‐dei‐link‐utili.html [ [mini] marketing ]
- 18. Reputation? 3. You have to stay in Social Network Reputation? What is this?What is this? Digital Reputationg ta eputat o Web identity y [funky professor]
- 20. 3. You have to stay in Social Network If you’re not on Google, you don’t exist! [google visit card]
- 22. 3. You have to stay in Social Network 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
- 25. 3. You have to stay in Social Network 1° low: “be transparent” [Flickr | Corrado ‘Fizban’ Ignoti]
- 26. 3. You have to stay in Social Network 2° low: “respect others’others works” [Flickr | Diez Herrero]
- 29. Content system 3. You have to stay in Social Network Content system management navigationmanagement navigation spontaneous mapping to spo ta eous app g to navigate contentsg
- 32. 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
- 39. 5. How companies should use SN for CSR? k h ldEvery stakeholder i it fis community manager of herself/himself andherself/himself and of what she/he is doingof what she/he is doing http://www.webeconoscenza.net/2010/10/29/esserci‐o‐starci/
- 40. 5. How companies should use SN for CSR? 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
- 42. 5. How companies should use SN for CSR? For a companyFor a company Staying on Social Network = B iBeing transparent
- 43. k h k h ld 5. How companies should use SN for CSR? Speak with your stakeholder [Flickr | Old Show Woman
- 44. 5. How companies should use SN for CSR? For a companyFor a company Staying on Social Network = M ki CSRMaking CSR
- 46. INDEX 1‐ INTRODUCTION 2‐ THE SYSTEM 3‐ THE ECOSYSTEM OF ISCC COMMUNICATION 4‐ 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
- 47. 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 ]
- 48. 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.
- 49. 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..
- 50. strategic alliances and partners Are the premisesAre the premises.. ..to maintain 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.
- 51. 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.
- 52. 2‐ The system Italian Slovak Chamber 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
- 53. Italian Slovak Chamber of Commerce Is an international network helping businesses, professionals and institutions with the processes of internationalization and promotion. Is a cross‐network providing continuous support, clear advantages,providing continuous support, clear advantages, accurate information and activity of lobby.
- 54. Italian Slovak Chamber of CommerceChamber of Commerce 300 associated members SME95% are SMEs Important presence of strong brand exposure of the community to the public in Slovak Republic Heterogeneous company profiles both in size and in market sectorsboth in size and in market sectors
- 56. 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
- 57. 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
- 58. 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 camitslovakia Corporate communication italoblog.it blog in Italian italoblog.sk infoCCIS weekly articles of the week infoCCIS monthy Est the institutional reviw event B2C event B2Bitaloblog.sk blog in Slovak infoCCIS monthy Insights 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.
- 59. 4‐ SO WHAT? a‐ HOW TO BE ECONOMICALLY SUSTAINABLE? b‐ HOW TO ORGANIZE DAILY TO DO? c‐ WHAT ARE THE RESULTS?
- 60. 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 g each 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 CCIS creates value by producing profitability Active participation in the conversation online offers our partners possibility to develop unique projects. (Examples PwC, Unicredit, Elips ,...)
- 61. WEB: Chamber of Commerce’s showcase Banner 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
- 67. 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
- 68. Info CCIS: monthly magazine printabley g p 1/9 2/92/9 3/9 Advertisement 1/9 ‐ 70x55 mm Advertisement 2/9 ‐ 70x115 mm Advertisement 3/9 ‐ 70x188 mm Advertisement A4 ‐ 297x210 mm Advertisement A5 ‐ 110x188 mm pr 1 page‐ 2200 types /
- 69. 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 dietro 297x210 mm Inserzione A4 seconda 297x210 mm Publiredazionale 1 pagina 2000 battute Inserzione A4 copertina pag2‐3 297x210 mm Inserzione A5 seconda 123x210 mm
- 70. Targeted and public EVENTSg p Event numbers inEvent numbers in 2009: 18 social events 7 Istitutional activities 13 Promotional activities 1 festival
- 73. Social media
- 77. 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
- 78. C ‐ WHAT ARE THE RESULTS? Online reputationOnline reputation for companies and managers Communication system of ISCC providesprovides quality positioning on the web for its network of q y p g associated members
- 79. 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 12 monthly newsletter12 monthly newsletter 3 numbers of EST 18 events
- 80. web focus: qualityweb focus: quality (1 set‐31 ago) 139 500139 500 Total click (sept 2009 ‐ aug 2010)Total click (sept 2009 aug 2010) Camitslovakia Italoblog Italosk Youtube Facebook IssuuCamitslovakia Italoblog Italosk Youtube Facebook Issuu 83576 visualizzazione di pagina 29 050 visualizzazione di pagina 649 visualizzazione di pagina 13085 Total video views 1722 visualizzazione di pagina 11418 readers sum 21504 Visite 15 185 visite 415 visite 13021 10 887 21313021 visitatori unici assoluti 10 887 visitatori unici assoluti 213 visitatori unici assoluti
- 81. 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
- 82. Looking for associated companies? Looking for Alberto Russo Elips..Alberto Russo Elips.. Because, if they wont find l d 'you on Google you don't exist
- 83. 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
- 84. 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.
- 85. 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
- 86. 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 partners and is monitoring achieved results in order to build more robust networksin order to build more robust networks.
- 89. 7. Design in Social Network CS – GAP The 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]
- 90. k 7. Design in Social Network Creatives vs. Marketer “10 reason why creatives are not healthy for marketing” [mini] marketing 2. The Creative knows everything better than customers and clients, always 3 The creative hates simple solutions3. The creative hates simple solutions 4. The creative thinks that re‐using something good or getting it better is not enough, it’s better make it from the begining 5 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 made and in a better way 6 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 users 10. The creative thinks that it’s not usefull make the life simpler, but make it more creative http://www.minimarketing.it/2010/10/10‐motivi‐per‐cui‐i‐creativi‐non‐fanno‐bene‐al‐marketing‐al‐festival‐della‐creativita.html
- 92. l 7. Design in Social Network Design is not only creativity It’ t t tIt’s strategy too
- 94. 7. Design in Social Network What my stakeholders are speaking about?Di cosa parlano
- 95. 7. Design in Social Network Which kind of comunication do my stakeholders have?
- 99. ISCC in web panorama Sett Ott ‐ Mar Apr ‐ LugSett Ott ‐ Mar Apr ‐ Lug Stampa2500 Linkedin Eventi Mailinglist partner contatti CCIS Youtube Embed Link blog2blog FriendFeed Twitter & Facebbok Newsletter Google acebbo
- 101. Looking for associated companies? Looking for Alberto Russo Elips..Alberto Russo Elips.. Because, if they wont find l d 'you on Google you don't exist
- 102. h 7. Design in Social Network strategic approach *** ki i***making view Building easy learningBuilding easy learning architecture forarchitecture for conversation
- 104. 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/
- 106. 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]
- 107. 8. Special thanks8. Spec a t a s @micheledalena@ @letizia m@ _
- 108. 9. Let’s converse
- 109. Contacts Guglielmo Apolloni Contacts g p gugliemoapolloni@gmail.com www.guglielmoapolloni.com Tel: +39 340 0756674 | skype: blapojr www.twitter.com/guglielmoa www.linkedin.com/in/guglielmoapolloni scriviaitaloblog@gmail.com i h l d’ lMichele d’Alena michele.dalena@gmail.com i h l d l itwww.micheledalena.it Tel: +39 3495351731 | skype: micheledalena www linkedin com/in/micheledalenawww.linkedin.com/in/micheledalena twitter.com/micheledalena