hk d2 amsterdam - stora enso csr case

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