Nicolas Rouillon

Traditional CSR  Gives a different and good image not considered as direct marketing  Increase brand awareness of the company  Public Relations (positive press coverage) CSR through Social media All these advantages plus :  Brand awareness measurable (comments, posts…)  Positive impact is conveyed through internet users  Citizens subscribe to the cause “A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis."

Executives:  60% say social media has a positive impact on the quality of their communications with consumers  72% use social media in this way  71% say social media is an important communication channel to raise awareness of CSR programs  Because 38% it enables to reach broad and diverse audience  29% Connect directly with consumers (part of the project) + low cost

Häagen-Dazs used Twitter to promote a CSR campaign to save the bees:  Idea: Give 1$ for each tweet which included #HelpHoneyBees  They used for this the organization Twitcause (590,664 followers)  Twitcause tweets are conveyed by influencers like Alyssa Milano to promote its campaign  Results: 643,748 tweets in one week A CSR campaign based on social media enables to reach a lot of people

Chase Contest They agreed to give money to the charities through a vote by social media 100 charities share their big idea for changing the world and get votes. The winner gets $1 million and five finalists will receive $100,000. Chase reputation Increase its reputation (almost 3,000,000 fans on facebook) Good image company Not perceived as direct promotion

Employees can be involved : Nike created “We Portal”: -All 30,000 employees are connected -Talk about CSR issues that matter for them -Involved by giving time, lending their voice, giving skills, or giving money. Yahoo employees and users were asked their status about good actions they have done 300,00 status update and stories Concrete actions: Tyson agreed to donate 100 pounds of chicken to a Food bank in Texas for every comment posted on its blog. 658 comments / 2 hours Loaded up two trucks filled with chicken

People are involved, they share, comment, post, like, treated as citizens People feel that they can help just by liking, commenting Ready to help a company and amplify its voice Seventh Generation CSR campaigns create a community:  Very active on social media especially for their CSR campaigns  Eg: “Million baby crawl” a CSR campaign to increase the public awareness about toxic products in homes  Campaigns use :  They communicate about the campaign, lots of comments… This community is reused:  They ask people about their tastes  What could they use in their next products

Choose a cause which is linked to the business :  Authenticity, the company helps with tools it masters  Customers and employees subscribe to the project CSR through social media is a good way to increase:  Brand awareness  Reputation of the brand Create a group of committed citizens who:  Promote the brand  Exchange and give their opinions on the brand