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Wired Workforce Networked CSR Final

Wired Workforce Networked CSR Final

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Published by howard_greenstein
A white paper by Howard Greenstein and Tom Watson vetted by NYU Heyman Center and sponsored by JK Group about the use of Social Media in Corporate Social Responsibility.
A white paper by Howard Greenstein and Tom Watson vetted by NYU Heyman Center and sponsored by JK Group about the use of Social Media in Corporate Social Responsibility.

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Published by: howard_greenstein on Apr 28, 2011
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03/28/2012

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(CC)2011BYTHEJKGROUP–SOMERIGHTSRESERVEDTHISPAPERISLICENSEDUNDERACREATIVECOMMONSATTRIBUTION-NONCOMMERCIAL-SHAREALIKE3.0UNPORTEDLICENSE
 
Wired Workforce, Networked CSREmployee Involvement in the Age of Social Media
Authors:HowardGreenstein,AdjunctLecturer,NYUHeymanCenterforPhilanthropyandFundraising,andPresident,theHarbrookeGroup,Inc.TomWatson,President,CauseWiredGroup
ASpecialReportSponsoredbytheJKGroup
ReviewedbyDougWhite,AcademicDirector,HeymanCenterforPhilanthropyandFundraisingatNewYorkUniversity
 
WIREDWORKFORCE,NETWORKEDCSRPAGE2APRIL29,2011
Table of Contents
1.
I
NTRODUCTIONAND
E
XECUTIVE
S
UMMARY
.....................................................................................................................3
GoalsforThisWhitePaper.................................................................................................................................................4
EmergingSocialMediaTrends.........................................................................................................................................4
2.
C
ORPORATE
C
ASE
S
TUDIES
..................................................................................................................................................6
KaiserPermanente.................................................................................................................................................................6
Microsoft.....................................................................................................................................................................................8
Pfizer..........................................................................................................................................................................................10
UnitedHealthGroup............................................................................................................................................................11
WesternUnion.......................................................................................................................................................................12
Yahoo!.......................................................................................................................................................................................13
I
MPORTANT
P
UBLIC
C
AMPAIGNS
.........................................................................................................................................14
PEPSICO....................................................................................................................................................................................14
 JPMorganChase...................................................................................................................................................................16
 AmericanExpress.................................................................................................................................................................16
3.
C
OME
G
ATHER
‘R
OUND
P
EOPLE
:
D
ISCUSSIONAND
C
ONCLUSIONS
...........................................................................18
TheSociallyWiredWorkforce........................................................................................................................................18
SocialMediaWaveinEmployeeInvolvementPrograms?.................................................................................20
Conclusions:WhatDoWeKnow?..................................................................................................................................22
TheFinalScore......................................................................................................................................................................24
JK
G
ROUP
S
TATEMENT
...........................................................................................................................................................25
T
HE
C
ONVERSATION
...............................................................................................................................................................25
M
ETHODOLOGY
........................................................................................................................................................................25
R
ESOURCESAND
A
CKNOWLEDGMENTS
..............................................................................................................................25
ReferenceSection:................................................................................................................................................................25 
 Acknowledgements..............................................................................................................................................................27 
 AboutJKGroup......................................................................................................................................................................27 
 AboutNYUHeymanCenterforPhilanthropyandFundraising.......................................................................28
 AbouttheAuthors................................................................................................................................................................29
 
WIREDWORKFORCE,NETWORKEDCSRPAGE3APRIL29,2011
1.IntroductionandExecutiveSummary
Thetermshavechangedoverthelastdecade.Corporatephilanthropyhasbroadenedintocorporatesocialresponsibility.CompaniesacrosstheFortune500andthesmallandmid-sizedmarketsmovedtointroduceagreatersenseofsupportingthesocialcommonsintheiroperations.EmployeegivinghasalsobroadenedandchangeddramaticallysincetheturnoftheMillennium.Traditionalworkplacegivingcampaignsarestillraisingfundsfornonprofitcauses,ofcourse.ButthedisintermediationofdigitalinformationwidelyavailableovertheInternetopenedupemployeeinvolvementincauses,evenincompany-ledinitiatives.Moreandmore,executivemanagementcametorealizethatemployeesexpectedchoiceandaccessintheirgivingandvolunteering.Andasindividualemployees,regionalandretailteams,andentiredivisionsbegantotakemorechargeoftheircompany-endorsedsocialaction,theybegantoshare.Sharingisattheheartofsocialmedia,asonlineusersin2011arerarelyoneclickawayfrombeingabletocommunicatetheirinterestsandpassionswiththeirnetworksoffriendsandcontacts.Withonebuttontheycanencourageconnectiontoacause,sharedirectnewsofacampaign,recruitdonationsforawalk-a-thon,ormobilizepeopleforavolunteerevent.TheriseofFacebook,withitsspecialtreatmentoftheCausesapplicationhasdonemuchtoincreasepassiveparticipationandawareness,ifnotencouragedonationsandactions.Twittercampaignsraisedattentionandfundsfororganizations.AndnewplatformslikeKiva,DonorsChoose,GlobalGivingandmanyothersexperimentedwithnewandoftensuccessfulmodelsofphilanthropyandinvolvement.Additionally,recentdatashowthatsocialmediaandvolunteeringarehighlycorrelated.AnationalsurveybythePewResearchCenter’sInternet&AmericanLifeProjectfoundthat75%ofallAmericanadultsareactiveinsomekindofvoluntarygroupororganizationbutInternetusersaremorelikelythanotherstobeactive:80%ofInternetusersparticipateingroups,comparedwith56%ofnon-Internetusers.Andsocialmediausersareevenmorelikelytobeactive:82%ofsocialnetworkusersand85%ofTwitterusersaregroupparticipants.Ofthoseingroups,22%workwithcharitableorvolunteerorganizationsandtheInternetusersreporthigherlevelsofactivegroupparticipation.Specifically,Internetusersreporthigherratesofcharitabledonations,volunteering,attendingmeetingsandevents,andtakingleadershiproles.[Pew,2011]Companieshavealsolearnedtousethepowerofthesocialwebtogettheirmessagesout,frommajorcorporateparticipantslikePepsi,AmericanExpressandChasewhohaveactivelyencouragedtheircustomerstovoteondonationsviasocialnetworks,tosmallereffortsusingtheinternalcorporatenetworkstoencourageparticipationandgiving.Astheprofessionalsinthemarketingandcommunicationsfunctionsofcompaniesadoptthismethodofwebcommunications,thegivingandCSRpersonnelwillbegintoseewhereitfitsintheirarsenaloftools.Companieshavebeguntounderstandthattheirworkandtheirsocialresponsibilitygohand-in-hand.Additionally,theirphilanthropicdonationsarestillamajorpartofthecontributionsmadeoutsidethecompany;thatgivingistheresultofbothdirectcorporatedonationsandemployee-directedfunds.Employeecampaignsaretypicallystillencouragedbyinternalcompanycampaignsthatutilizelobbyorcoffee-roomsignsandemailnotices,floor/storecaptains,andmanagementencouragement.However,asnotedinthereportbelow,weseethese“traditional”methodsofengagementchanging.

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