The Role of Digital Media in Shared Value Creation - from Business 2 Community by Ben Goldhirsh

The Role of Digital Media in Shared Value Creation:
Creating shared value, the connection between economic success and social progress, has become a new business priority. Forward-thinking companies recognize long-term growth depends on the health and prosperity of the individuals and communities they serve. The Pepsi Refresh Project and “I Will” campaign are two examples of how organizations are taking a unique approach towards shared value creation – by enabling individuals to take positive action through digital social innovation platforms.
Leveraging digital social innovation platforms to create shared value is more than launching a Facebook page or a Twitter account. It requires brands to align business strategy with social purpose and create opportunities for the public to meaningfully engage in positive social change. Here’s a brief background on shared value and how GOOD/Corps  developed two campaigns around this organizing principle:
Shared value was introduced in a Harvard Business Review  article written by Harvard University professors Michael E. Porter and Mark R. Kramer. The central premise of shared value is that it encourages companies to express unity with communities by identifying areas of alignment between organizational and social objectives, and provides an opportunity to drive engagement with all stakeholders.
In 2010, Pepsi launched The Refresh Project, a digital social innovation campaign designed to fund community improvement projects across the nation. In its first year, the campaign funded more than 400 grassroots community initiatives, touching an estimated 2.7 million lives. This led to increased brand value when Pepsi was ranked by consumers as the number one brand that cares about the community as much as profits.
An example of community activation transforming tragedy into community service is the “I Will” campaign in commemoration of the 10th anniversary of 9/11. GOOD/Corps collaborated in the creation of one of the largest days of good deeds and giving back to encourage Americans to remember by doing. Individuals, celebrities and partners rallied to show that good deeds and service are the way to pay tribute to the victims and heroes of the 9/11 attacks. A movement was created and the future of 9/11 anniversaries will continue to build a nation committed to saying: I will. The campaign resulted in 300,000 Facebook fans in 70 days, over 100,000 daily active users and over 3 million page views from June 2011 to September 2011 to 911.org.
The impact of such digital social innovation campaigns is powerful. Consumer surveys show individuals are more likely to recommend and promote a brand that supports a good cause over one that does not – turning customers into brand advocates.
Commitment to social purpose is an influential factor for consumers when choosing between two products of the same quality and price. An authentic commitment to social good and an effort to encourage the public’s support can differentiate your brand from competitors.
How can your brand leverage digital media to authentically engage the public around your organization’s shared value? Here are a few questions to work through when considering such a campaign.
1. UNDERSTAND YOUR BRAND ARCHAEOLOGY: What is your brand’s original purpose and what is your current focus?
2. STRATEGY: Is there a social issue that can be authentically linked or addressed by your brand purpose?
3. PLATFORM AND TOUCH POINT INTEGRATION: How will you use the web to educate and engage the public in addressing a social issue? What communications vehicles already exist that you can leverage to reach more consumers, touch more lives?
4. ACTIVATION: How will you motivate consumers to support your campaign and participate as desired?
5. MEASUREMENT: How will you measure both the social and business impact?
For more examples of digital social innovation campaign impact and best practices, visit http://blog.goodcorps.com/ .