The way influence happens. Being socially relevant. Having trust. The new rules of engagement

Transcription

1 INA NEW ERA OF COLLECTIVE ACCOUNTABILITY Nancy Turett, Edelman June 23, 2009

2 The way influence happens Being socially relevant Having trust The new rules of engagement

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4 Having a

5 Pyramid of Influence: Elites The Media The Masses

6 Sphere of Cross Influence: Media online + offline Patients NGOs Health care workers Donors Government Academics Industry

7 Sphere of Cross Influence: Media online + offline Patients NGOs Health care workers Donors Government Academics Industry

8 Now is the time to eliminate silos

9 Being

10 with value to society Say that in a recession they would remain loyal to a brand if it supported a good cause Study of 6,048 consumers in 10 countries, conducted by Strategy One between August and October 2008

11 .. value to business 57% of CEOs/COOs say benefits to social/ environmental sustainability strategies outweigh costs Source: Economist Intelligence Unit, Doing good Business and the sustainability challenge

12 What do people care about? Protecting the environment 90% Improving the quality of healthcare 90% Reducing poverty Equal opportunity to education Supporting human and civil iilrights* iht* Building understanding/respect for other cultures Fighting gg global HIV/AIDS Helping to raise people s self esteem 88% 86% 84% 78% 78% 75% Supporting the creative arts 65% Base: 6,042 *not asked in China

13 with cultural relevance

14 Idol gives back let s find an image from that initiative but doesn t have the cheesy banner

15 Having

16 Government and business share responsibility for causing global issues. 80% 79% 81% 84% 77% 81% 80% 63% Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare Government & regulators Source: Edelman Trust Barometer, 2009 Businesses

17 Business, NGOs, and Government must partner to solve global issues Source: Edelman Trust Barometer, 2009 Partner with governments & third parties Do what it can alone Play no role

18 Trust in business is country specific; biggest drop in U.S. Trust Down Trust Steady Trust Up New additions in 2009 Source: Edelman Trust Barometer,

19 Business more trusted than government in 13 of 20 countries Business more trusted Government more trusted Source: Edelman Trust Barometer, 2009 Business in general Government in general

20 No sector leads alone Source: Edelman Trust Barometer, 2009 NGOs Business Media Government

21 can make or break enterprise _ + 77% 91% Refused to buy their products/services Chose to buy their products/services 72% 76% Criticized them to a friend or colleague Recommended them to a friend or colleague 55% Paid a premium for their products/services Shared negative company opinions/ experiences online 34% 42% Shared positive company opinions/ experiences online Source: Edelman Trust Barometer, 2009

22 What matters most?

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24 Health economic crisis Short gevity replaces longevity Pandemics stoke fear

25 People on wellness quest Biomedicine breaks ground IT changes game

26 People want more health engagement

27 This is a new era of public engagement, an open fluid exchange among stakeholders, who seek to create community, build trust, and find purpose through open and informed conversations, partnership and action

28 The Public Has Rewritten the Rules of Health hengagement

29 Provide deep content t Communicate both positive and negative news to me 44% Inform me about the risks and benefits of their products and services 43% Help me address health issues thataffectaffect me personally 42% Inform me about health conditions that I am concerned about 41% Help me address health issues that affect me personally Communicate with me openly and transparently 41% Actively listen and respond to my concerns and requests 37% Inform me about how to prevent a disease that their products and services treat 36% Inform me on how to properly use their products and services 36% Ensure I have access to their products and services 34% Offer a variety of ways for me to communicate with them 28% Inform me about the science and technology behind their products & services 28% Help me address health issues affecting the world today 21% Partner with other organizations to address issues important to me 16% Inform me about health conditions that I am concerned about Have an active presence on popular social networking site where I discuss health 14% Allow employees other than the CEO or spokespeople to communicate with me 12%

30 Be transparentt Communicate both positive and negative news to me 44% Inform me about the risks and benefits of their products and services 43% Help meaddresshealth issuesthataffectmepersonally affect 42% Inform me about health conditions that I am concerned about 41% Communicate with me openly and transparently 41% Actively listen and respond to my concerns and requests 37% Inform me how to prevent a disease that their products and services treat 36% Inform me on how to properly use their products and services 36% Ensure I have access to their products and services 34% Offer a variety of ways for me to communicate with them 28% Inform me about science and technology behind their products & services 28% Help me address health issues that affect me personally Help me addresshealth issuesaffecting the world today 21% Communicate with me openly and transparently Partner with other organizations to address issues important to me 16% Have active presence on popular social networking site where I discuss health 14% Allow employees other than CEO or spokespeople to communicate with me 12% Inform me about health conditions that I am concerned about

31 Inform in real time Access to more up to date health information 42% Access to new information 40% More immediate access to health information 38% Easier to communicate with people who care about similar health issues 19% More difficult to determine the accuracy of information 18% More likely to receive contradictory information 17% More empowered to take action on health issues or personal health topics I care about 15% Access to more up to date health information Increased communications withfriends & family about health issues or personal health topics 15% Increased communications with my doctor or health care provider 15% Access to new information More overwhelmed with the sheer amount of information available 12% More empowered to express my opinions about health issues or personal health topics 10% More immediate access to Made me more concerned about the privacy of my health information 10% health information Less face to face sharing of information 7% Easier to communicate with people who care about similar health issues

32 Join the conversations Through my doctor or healthcare provider Pamphlets/ Brochures in my doctor s office or pharmacy In person events

33 Use collective power to shift agenda 60 Priorities Public Health Eliminate global infectious diseases Provide access to affordable health care Solve chronic health problems Address impact of environmental change Ensure high ethical standards d Foster innovation Prevent disease Reduce risks & ensure quality Maintain health & well being Protect privacy Ensure access to information 0 Benefits of alternative medicine Personal Health Concerns 60

34 Gt Get personal My Health Maintain health and well being 74% Solve chronic health problems 66% Prevent disease 61% Provide access to affordable healthcare 58% Access to health information 54% Address impact of environmental change 47% Reduce Risks 44% th Our Heal Understand benefits of alternative medicine 43% Ensure high ethical standards 43% Fostering innovation 41% Protect Privacy 40% Eliminate global infectious disease 38%

35 Know risks ik of not engaging Trust Productivity Reputation Marketing Competitiveness

36 Being Collectively Accountable

37 Media online + offline Patients NGOs Donors The Public Engagement Effect Health care workers Government Academics Industry

38 Collective Accountability CSR= expectations from a variety of stakeholders SUSTAINABILITY = resource realities &operational p excellence Exceeding minimum standards Transparency Co creating solutions

39 Thank You