HK D2 Amsterdam - Stora Enso CSR case
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Demystifying Digital // Kati Sulin
STORA ENSO // GLOBAL RESPONSIBILITY
chrislang
Politics Business Culture
Internet changing politics:
• NGO’s finding allies on global scale
•Social media groups undermining decision makers
• (Micro) bloggers breaking the walls of censorship
• Ad hoc communities & web petitions
Us
Politics Business Culture
Internet changing business:
• Global markets for niche items (--> long tails)
• Bypassing the middlemen (--> disintermediation)
• Twinsumerism, peer-to-peer trust, WOM
• Product & service development through social media
• Consumer activists
--> product boycotts, collective buying power
• Sustainability throughout supply chains
Us
Politics Business Culture
Internet changing culture:
• User created content challenging professional
structures
Blogger stars & webzines
Street culture & fashion
Music --> MySpace artists
Visual culture --> Flickr & YouTube
Literature --> Google poetry, web novel
Us
Politics Business Culture Us
Internet changing us:
• Time & space
24/7
Globe virtualized (Google Maps, Flickr, webcams)
Localized mobile services
• Self
Voluntary giving up of anonymity
Self-branding & promoting
Virtual personalities & communities
Topic ownership Verification
PresenceClarity
Goal 1:
Credibility
Goal 2:
Trust
Goal 3:
Dialog
Goal 4:
Leadership
ENVIRONMENTAL
SOCIAL
ECONOMICAL
QUESTIONS
CLAIMS
ACCUSATIONS
MODULAR WEB EXPERIENCE
YOUR BUSINESS MIGHT BE B2B,
BUT SOCIAL MEDIA IS STILL P2P
GRI-BASED
SUSTAINABILITY
COMMS IS A HALF FULL
GLASS
SOCIAL MEDIA ADOPTION CAN BE MORE LIKE
WALKING ON THE MOON THAN TAKING THE FIRST STEPS
TOP MANAGEMENT ENGAGEMENT
IS TOP PRIORITY
LESSONS LEARNED
YOUR BUSINESS MIGHT BE B2B, BUT
SOCIAL MEDIA IS STILL P2P
SOCIAL MEDIA ADOPTION CAN BE MORE
LIKE WALKING ON THE MOON THAN
TAKING THE FIRST STEPS
GRI-BASED SUSTAINABILITY COMMS IS A
HALF FULL GLASS
TOP MANAGEMENT ENGAGEMENT IS TOP
PRIORITY
WWW.STORAENSO.COM/GLOBALRESPONSIBILITY