Finding Precedes Engagement

Finding before Engaging

The hot topic these day among our business and civic leaders is not search and how it influences what we are finding to learn or buy. It’s civic and customer engagement. Unless you’re a big corporation with deep pockets how can you engage when you can’t be found? Yes, social media plays a minor role so far in search and a bigger one in terms of engagement, but searching on keywords is the first step in a buying or learning process.

Many decision-makers still consider the Web too “technical” for them to understand and manage. Search, if it is managed at all, is left to individuals with the least amount of exposure to the organization’s clients/customers/students/citizens and little if any access to the organization’s strategic plans and tactical program planning. This is not the situation in large, consumer brand companies.

Here is an example of the influence of search on a topic I think demonstrates how influential search results are to spinning, not crafting a story. I hope it sparks leaders to begin questioning how search works and how it may not be working for their organization or their stakeholders.

Oil Spill: BP#1, Our Health #3, and Wildlife #4

What is a third grade student searching YouTube on the term oil spill seeing these days and what are they likely to click on? Why should we be concerned how search results architect knowledge and information, influencing how our citizens perceive local, regional, national and world events?

Youtube is the second most popular search engine.

Let’s follow up on the Gulf Coast oil spill and see what impression you are left with.

BP is in the prime spot on what is called a SERP – search engine results page – followed by the second promoted video a YouTube Channel, Vision Victory, which seems to be a real estate and financial video blogger named Daniel of crushthestreet.com. Organic (unpaid) search begins with a news report on health concerns of the spill by AlJazeera English with National Geographic in fourth place with a video about penguins and the oil spill. Check out the view numbers.

The BP click through is to their YouTube channel and the first video features “Ike Williams, owner of Ike’s Beach Service in Gulf Shores, Alabama, who’s been in business on the beach for 27 years. His staff is getting ready for what is expected to be a busy tourism season this year along the Gulf coast, now that the area is returning to normal.”

How many people out there think the Gulf Coast is returning to normal? If enough people believe it, does that make it true? How reliable of a source is BP?

How can you engage the third grader and the other 3.3M searchers (monthly U.S. out of 4M worldwide) when you can’t be found or seen and when searches on keywords ranging from cameras to oil spill to sustainability are increasingly being dominated by large corporations who buy their way to the top?

Time to start paying attention to what’s happening with Google and YouTube search and learn what’s under the hood.

Sustainability News is mostly CSR Reporting

One of the many Web advantages are alerts. I subscribe to sustainability alerts from the New York Times and, recently, the Financial Times. I didn’t anticipate any difference, really, in either the quantity or quality of the news alerts, but I was surprised by both the quality and the quantity.

The alerts from the New York Times come in sporadically, here are four in March:

At the Home and Housewares Show, All Things Bright
Armani Takes Up a Cause
New Technology Could Make Desalination More Accessible -A Singapore company..
Spa Treatments by the Dead Sea

Now compare these to the alerts from the Financial Times received today, Sunday, April 3, 2011

Call on companies to act on emissions
Danish pensions invest in giant offshore wind farm
Data providers join forces to meet information demand – In the aftermath of the financial crisis, key data providers have all made the same bet – that in years to come environmental, social and governance (ESG) issues will be a more important part of investors’ decision-making.

And three more topics to drive home the point:

Environment to be at heart of aviation policy rethink
Technology has potential to retrofit the world
Reporting: Building a system – Commercial building sites are perhaps not the first places most people would look to find examples of the way IT systems and software are helping companies manage their environmental footprint and reduce waste.

What became painfully obvious to me is that the lightweight nature of news stories, not only in the New York Times, but 3BL Media and their CSR Minute (they mix sustainability and CSR coverage) as well as Just Means (actually Just Means positions itself as one stop news for CSR, but mix in sustainability) are practicing business oriented reporting on what mostly boils down to what I call RADs or reports, awards, and do-good stories praising corporations for their actions.

Even Sustainable Life Media (SLM) (sustainable business focus and “bridge to better brands”) spends an inordinate amount of time and space covering the do-good actions of large, multi-national corporations some of which have as their core business toxic chemicals and reputations for environmental and social justice abuses. There are exceptions such as a recent story by Bart King in SLM that PUMA could be the first brand to measure impact on eco-system services, a major accounting and financial management issue. This is a critical sustainability issue as discussed on EarthSayers.tv by John Fullerton of the Capital Institute and Larry O’Connor of LaTrobe University in Australia. Interestingly enough PUMA’s initiative is part of a larger one by the French parent company, PPR group. The author goes on to report, “The Group said the overarching program, dubbed PPR Home, will go beyond the traditional Corporate Social Responsibility model and set a new standard in sustainability and business practice in the Luxury, Sport & Lifestyle and Retail sectors.”

Fact is, though, if you are in the business of reporting on sustainability here in the U.S., there’s not much out there. No point in blaming the messenger unless they aren’t digging deep enough and finding those companies who are making inroads like B Corporations and non-profits such as the Textile Exchange. The messengers are reporting on what corporations are giving them as news and progress. It’s all about RADs – reports, awards, and the do-good stuff. At some point, however, a U.S. focus on large companies combined with the assumption that CSR can be reported as sustainability and vice versa makes “news” more like PR spin and reporting more like marketing rather than journalism, blogs or no blogs.

More on Sustainability and CSR

Recent report by Deloitte, How to Leverage Sustainability Initiatives for Finance Transformation, makes the point “sustainability is no longer just an effort to portray good corporate citizenship along side ‘normal’ business operations.” If in the short run the best way to have a C-level voice for sustainability is through the CFO, and we all agree that any initiative worth its salt needs C-level representation, then it is time for companies with a strong sustainability bent, and no C-level sustainability officer, to move their sustainability reporting out of the Corporate Social Responsibility Report and onto the main playing field. GHG emissions, materials, waster, water, land use and biodiversity are not externalities in terms of risk and costs. It’s the CFO who runs accounting and these sustainability measurements need to be on the books. John Fullerton of the Capital Institute talks about externalities in the content of an economic transformation and Larry O’Connor of LaTrobe University in Australia comes at the same issue from an accounting reform perspective.

Social + Environmental

There is a strong argument for a C-level Sustainability officer who integrates social and environmental sustainability addressing the need for improving health and welfare by engaging customers, partners, and employees in adopting sustainability practices and principles at home, work and in their communities along with an in tandem with environmental sustainability. Fundamentally, raising consciousness levels and creating a sustainability culture has to be the work of all us, it just isn’t going to happen if we don’t transform the way we do business and without C-level representation it isn’t going to happen fast enough. One executive who speaks eloquently on culture and consciousness is Dominque Conseil, Global President of Aveda. Give him a listen, links are to his videos on EarthSayers.tv, voices of sustainability.

Where does this leave Corporate Social Responsibility?

In the Economic Intelligence Unit’s, Future Tense Report (2008), they reference IBM’s transformative efforts at removing barriers between its communications functions which in addition to the more traditional of marcom, media and PR was to include the”corporate citizenship” function. This was not seen by IBM as a reorganization, but about rethinking. No word on how things are going, but it’s a good point to start a conversation.

Comparing Sustainability to Social Responsibility

I wish I could say I came up with this comparison chart. I could have used it many times over the past year. It was part of Webinar sponsored by two companies, Verdantix and Enviance. The chart is from David Metcalfe’s presentation which was excellent as was Greg Scandrett’s introduction. Greg is VP of Product Development at Enviance and David Metcalfe is CEO of Verdantix.

As a sustainability advocate it became clear to me early on in my journey that the social responsibility professionals in an organization were not very interested in our project, EarthSayers.tv, the voices of sustainability. CSR since the advent of social media has become heavy on the “managing corporate reputation” with emphasis on the managing part and, as noted in this chart, focused on NGO’s and eco-consumers, rather than building a trustworthy reputation based on social sustainability principles and practices.

Up to now the C-level sustainability officer is generally focused on environmental concerns, water and energy being high priorities, and cost reductions. At the social and environmental sustainability intersection is where companies can begin to examine their role in externalizing risks and costs, a practice and mind set that has greatly harmed the environment and all living beings.

Sustainability as Software Platform

Just listened to a Webinar by two companies, Verdantix and Enviance, that was clear, concise, and helpful to understanding how sustainability can work within organizations to address energy, carbon, water, waste, and health and safety requirements in the context of information requirements.

These are discussed in the context of sustainable business software platforms to support the achievement of business benefits summarized as decision confidence, risk reduction, reputation management, competitive advantage, sustainability management by results, and cost savings. I suggest that conversations with business executives about sustainability address many or all of the above benefits in order to get their attention. They are the benefits of transformation.

David Metcalfe’s part of the presentation was excellent as was Greg Scandrett’s introduction. Greg is VP of Product Development at Enviance and David Metcalfe is CEO of Verdantix.

Into the Cold by Sebastian Copeland

Just added to EarthSayers.tv, Oceans channel, a trailer of Sebastian Copeland’s new film, Into the Cold.

The absolute top of the earth is a place few try to reach on foot. Even fewer succeed. With the vast arctic ice vanishing rapidly, photographer, extreme adventurer, and environmental advocate Sebastian Copeland sets out to reach the North Pole on the centennial of Admiral Peary’s reach in 1909. This inspiring documentary follows their tumultuous two-month trek—not just through piercing cold and merciless terrain, but straight into the depths of the soul. Visit the film site to buy the DVD.

It will give you the chills and, at the same time, help support the SEDNA Foundation and Global Green USA.

Search: Global Warming, Climate Change and Sustainability

In the article, It’s all in a name: ‘Global warming’ versus ‘climate change’ by University of Michigan scholars* more people believed in climate change than in global warming. I want to put out there, as a counter balance, is the information from Google search trends which shows global warming outpacing climate change, especially in the United States in terms of search traffic.

Global Warming in Blue Outpaces Climate Change

The study results were summarized as “Overall, 74 percent of people thought the problem was real when it was referred to as climate change, while about 68 percent thought it was real when it was referred to as global warming.” There are more folks, however, searching on global warming (blue) than either climate change (red) or sustainability (yellow).

By the numbers, global warming search traffic is about 2.7M, 1M in the U.S.A. with climate change at 1.2M globally and 301,000 in the U.S.A. which is about the same amount of traffic as for sustainability in the U.S. while it is only 800,000 worldwide.

Based on search results I would recommend that climate change folks emphasize global warming and climate change, linking them together and, from my point of view, including them both as major category of sustainability.

*Jonathon Schuldt co-authored the study with U-M psychologists Sara Konrath and Norbert Schwarz.

Experts on Nuclear Reactors and Issues Involved

For the facts about the reactors and the issues involved, please consult the following resources and experts from the Union of Concerned Scientists, the Institute for Energy and Environmental Research, and Beyond Nuclear.

Dave Lochbaum, Director, Nuclear Safety Project, Union of Concerned Scientists, (202) 223-6133
Ed Lyman, senior scientist, Union of Concerned Scientists, (202)223-6133
Arjun Makhijani, president, Institute for Energy & Environmental Research, (301) 270-5500
Paul Gunter, director, Reactor Oversight Project , Beyond Nuclear, (301) 523-0201 (cell) or (301) 270-2209 (office)
Kevin Kamps, radioactive waste watchdog, (240) 462-3216 (cell) or (301) 270-2209 (office)

Union of Concerned Scientists
NUCLEAR CRISIS AT FUKUSHIMA

Nuclear Information and Research Service
FACT SHEET ON FUKUSHIMA NUCLEAR POWER PLANT

Beyond Nuclear
BEYOND NUCLEAR STAFF TRACKING NUCLEAR PLANT CRISIS IN JAPAN QUAKE ZONE

How big of a nuclear disaster? Fukushima Nuclear Power Plant

The earthquake and subsequent tsunami in Japan have raised new concerns about the risk of another nuclear reactor disaster. Despite reports by the New York Times that “officials said radiation leaks from the plant were receding and that a major meltdown was not imminent,” scientists from organizations such as the Union of Concerned Scientists and Beyond Nuclear are working to access the risk of a major disaster. They have reported “there are indications that there has been some fuel melting, and there are reports that some radioactive cesium has been detected.” Their fact sheet is being updated regularly.” Here is video of the explosion.

The fact sheet also suggested to me, anyway, that officials are struggling not to take action that will permanently disable the reactor, although the Concerned Scientist folks don’t think that is a bad idea at all. News reports suggest the situation is “spiraling out of control.”

Global Warming and Nuclear Energy

With a high risk of disastrous consequences from the damage done to the Fukushima nuclear power plant, it’s time to focus attention on nuclear energy and the risks associated with nuclear power plants.

As part of our response at EarthSayers.tv we have established a special collection, Global Warming and Nuclear Energy. We are linking nuclear energy to global warming because nuclear energy proponents offer it as an antidote to global warming and a viable alternative source of energy, a contention not supported by sustainability advocates from both science and economic perspectives. We will be adding to this collection and encourage you to become better educated on the subjects of global warming and nuclear energy. You might also want to check out the Nuclear Information and Research Fact Sheet on the Fukushima Nuclear Power Plant.

Typically the scientists and the economists who address the high risks and costs associated with nuclear power are not covered in the mainstream press so in our special collection we will bring to the fore those voices of sustainability advocating solutions to global warming that do not recommend investing in nuclear energy. There are companies who are bringing innovation to the problems associated with existing nuclear energy plants such as cleaning up nuclear waste and we will seek out sustainability leaders addressing these innovations.

Sustainability Advocate

Ruth Ann Barrett of EarthSayers.tv, Voices of Sustainability