A lesson in the art of vulnerability, or how to click with your ‘date’ using Corporate Social Responsibility.
One of those socially invisible bleached out pachyderms insists that companies should constantly defend a cloak of presented perfectionism. As the corporate communications functions of businesses tentatively emerge, like the first struggling amphibians out of the water from the control and broadcast mentality, we are seeing fascinating case studies and pockets of enlightenment.
Does anybody believe businesses are perfect? Does anybody think they even come close, ever? The countless surveys and reports on reputation and brand perception suggest Read the rest of this entry »
Written by davidcoethica
September 15, 2014 at 10:58 am
For the first time in quite a while I’ve noticed a distinct lack of cute / comedy cat posts (albeit somewhat distorted by buckets of ice water) and a stronger impression of more purpose based flashes in the social media world.
My gut, if backed up by more than a little professional insight into the data, feeling is that we may at long last be turning a social good communications corner. The activist world had too long preached at its audience to save the whale / panda / water / energy / planet to only see early plateauing of resulting engagement. Those who get it, got it pretty quick, but the wider mainstream world nodded, smiled and apathetically carried on regardless.
One latest indicator of the turning tide is the latest collaboration between Upworthy, Unilever’s Project Sunlight and the United Nations Climate Summit. In a space where such apathy has held fast, with nearly 10 million engagements – and yes, the ‘so what’ will need to be assessed – the reach is impressive. The campaign aims to ‘raise awareness and inspire action that prompts global leaders to adopt a more ambitious and urgent approach to addressing climate change’ is laudable indeed and I for one will be keeping a close eye on the story as it unfolds.
“With more than 100 heads of state and government joining leaders from business and civil society at the UN Climate Summit, we want to help them understand how much support there is for ambitious leadership and action on climate change,” said Dan Thomas, head of communications for the UN Secretary-General’s Climate Change Support Team. “Through partnerships with innovative and mission-driven companies like Upworthy, we are constantly seeking to engage new audiences in our mission.” – And about time too.
I appreciate the ethos behind Upworthy, even if I’m not 100% convinced with their format’s efficacy over time, but if very little else it demonstrates both the reception of, and the need for better storytelling, boldness and yes, even playing those mainstream marketing emotional tricks to more diversely convey social good messages.
From the latest press release – The Upworthy community is one of the most engaged on the Web. The average Upworthy post generates 35,000 social actions (shares, likes, comments), which is 39 times more than an average post from the Web’s top 25 publishers. One third of Upworthy’s audience is now outside the U.S., in countries including Australia, Brazil, Canada, and South Africa.
With such important challenges edging ever nearer we need those who know to maybe ask more for forgiveness rather than permission in getting their knowledge to the masses.
I’d also like to say a thank you to whomever made the bolder decisions (especially on budget) than usual to explore this collaboration. My optimism is mildly rejuvenated.
Check out this link to find out what all the fuss is about. It’s a no cat zone I promise.
PS – No real cats were harmed during the creation of this blog post, but countless links, images and videos were ignored or deleted.
Written by davidcoethica
September 11, 2014 at 11:20 am
A date for your diaries…
Join me next Wednesday (27 August at 3.30pm ET) as I step into the host’s seat again for the latest #3BLchat exploring Women’s Economic Empowerment.
I’ll be taking over the @3BLMedia Twitter handle to guide very special guests Melanne Verveer (Executive Director of Georgetown University’s Institute for Women, Peace and Security), Katy Knox (Senior Vice President, Bank of America) and 3BL Media’s very own COO & Co-Founder Cindy Schneider.
We’ll be spending 60 minutes focusing on:
- How women-owned businesses have become an increasingly important part of economic growth
- Existing obstacles that women entrepreneurs face including equitable access to affordable loans, and business and leadership networks
- Programs and resources to help women entrepreneurs grow successful businesses
- How mentorship can play a role in opening girls up, globally, to an alternative future
Yes, this is just an employee engagement video, but it’s also an Apple employee engagement video.
I wonder how many customers (and more importantly potential customers) felt that little bit more emotionally connected to a brand that has historically pretty much kept its head below the social and environmental parapet.
“Inclusion inspires innovation”
It is also further evidence of a company becoming being increasingly comfortable being seen in the CSR space. By adding a deeper values element to their brand Apple are on a dangerous trajectory of becoming a truly inspirational operation. It looks like Tim Cook is truly getting his feet under the big table.
That’s two responsibility videos in three months now! Cautious optimism grows.
Oh, and there’s a great soundtrack too.
The programme aims to address youth unemployment through training and career support to help fill a substantial gap in cybersecurity jobs through a collaboration with NPower (@NPower), YearUp (@YearUp) and LifeJourney. The pilot kicks-off in August in the San Francisco Bay Area, Baltimore and New York City.
“Symantec is committed to making the world a safer and better place, and as a leader in cybersecurity we believe we can help solve the cyber career gap and move underserved young adults –including people of color, women and veterans – out of low-end jobs and into highly paid and meaningful careers.
Symantec and the Symantec Foundation made an initial investment of $2 million in the Symantec Cyber Career Connection and will provide the curriculum and products to implement the program. While this is a pilot program, it’s expected to expand globally over the years and I look forward to experiencing the benefits this program brings to our workforce, Symantec, and the broader industry.” said Cecily Joseph (@CecilyJosephCR), Vice President of Corporate Responsibility and Chief Diversity Officer at Symantec.
This is definitely one story to watch with a rags to riches style case study just waiting to be found. If there are allegedly 300,000 currently empty cybersecurity jobs, with 60,000 of those available to somebody without a four-year college degree, then maybe there’s new path to a lucrative career for somebody from one of those targeted social groups.
For further information head over to Symantec’s blog for the details on SC3 here.
Written by davidcoethica
July 1, 2014 at 6:01 pm
More importantly, how do we inspire the young people today to believe that such change is possible, within their grasp and to get started?
World Merit Day 2014 will see education activist Malala Yousafzai headline an impressive line-up at the ‘What Matters?’ conference and music concert in Liverpool. The event will challenge young people to think about what is important to their generation, to take action via the World Merit platform and ethos to take the initiative to make their own communities better places to live, learn and achieve their potential.
I’m not exactly considered young these days (apart from a severe childlike streak of humour), so check out the video below from people who have a few more years ahead of them than I do to create change locally and globally.
Other headline speakers already include Katie Piper (TV presenter & philanthropist), Lord Hastings (Chairman of CSR at KPMG), and Jack Healey (former Director of Amnesty International).
Make sure you get to Liverpool on the 24th July to experience what is guaranteed to be an amazing opportunity to learn from and meet incredibly inspirational, knowledgeable and energising similar minds.
For updates on new speakers and latest news keep an eye on @WorldMeritHQ on Twitter.
It’s time to stop over-thinking and speed up the doing, and change is in the air.
Nine years after escaping the carnival that is the business of sport, with many, many commercial lessons learned, and a tough personal 12 months, the moment I hit the ‘Publish’ button a new era begins.
No huge upfront fanfare at this point, merely a few noticeable differences to the way things will be done around these and associated online and offline parts.
The short version is that the original experiment that was Coethica both excellently failed and stealthily succeeded. I did begin the introspection behind the evolution two years ago and the headline (underlined in bold) awakening was that I was an explorer, communicator, evangelist and educator that hardly ever got to play to my personal strengths.
Not great for business. Not good for me. Not any more.
The experiment with social media worked way beyond my wildest dreams creating multiple exciting, and often distracting new tangents, which ironically should have been a bigger part of the direction from the beginning.
So now with a personal account overflowing with social capital from 17 years of a wildly varied social good career that includes over 6 years of social media curation, content creation, network building and engagement, it’s time to spread my wings further, aim higher and fly faster.
I’ll be able to share the new clients and projects soon but I should mention I’d love to have one or two more technology companies in the new communications based portfolio.
Business needs to step up its game and here’s a few examples of what you see me doing differently.
- As a brand ambassador / evangelist
- Speaking and moderating at events
- Supporting world-changing non/low-profits
… all with a stronger focus on leadership, education and innovation.
Over the coming weeks and months I’ll be more formally announcing the new services, and new clients, and I’d really appreciate your support by adding your knowledge to any best practice and thought leadership I find and share on my increasing travels through all things social good (including CSR, sustainability, social enterprise, non-profits etc).
To find out how I can help your organisation or for speaking engagements send me a direct email via email@example.com or get in touch via Twitter at @davidcoethica.
Written by davidcoethica
June 26, 2014 at 4:48 am