Reputation in a Digital Age....

IABC UK will be hosting an event on 15 November that will look at how reputation can be managed in a digital age.  One of the key issues is how viral online campaigns and blog chatter can spread like wildfire, linking critics, and causing immediate impact.  The event will features discussions with David Bowen (Bowen&Craggs) and Katy Howell (immediate future), as well as a case study from GlaxoSmithKline, who, coming from a highly regulated industry, have had to take special care at devising an effective online reputation strategy and approach.

In the run up to this event, I have been paying a lot of attention to a recent Greenpeace campaign that urges Apple to create greener products and reduce its use of toxic chemicals, as an ongoing example of how digital media makes it easier to impact reputation.

Now, I am a big fan of Apple (the company - and fruit), which is probably why I really love the campaign. Its differentiator is that it uses the voice of an Apple fan to communicate its message, and  targets that loyal and well defined community to pressure Apple to become greener (rather than the activist community or green lobby). The campaign uses the tagline: "I love my Mac/iPod/etc, I just wish it came in green".  So, while yes, it is critical of Apple, it is approaching the company from a positive position, and therefore enabling productive dialogue even amongst Apple enthusiasts.

The digital campaign centres around a website www.greenmyapple.com, which looks fantastically similar to www.apple.com.

The digital campaign, (which also includes a video on YouTube), urges people to blog about the campaign (these blogs are then listed on the campaign website), to recommend the site by social bookmarks such as Digg or Del.icio.us, to send video e-cards to friends - especially Apple users, and to create games or digital animations promoting the campaign.  This is virtuoso activism - with the best usage of online and digital media I have ever seen. From a digital communications perspective, I think that Greenpeace have really upped the ante with this one.

So far, online coverage is plentiful.  A quick search found 2,560 blogs linking to the campaign website (2,561 when I post this one), and 116,000 Google results.

Apple consumers seem to be generally supportive of the campaign - for example there is an editorial on MacUser (an online magazine for Mac computer users), which states:

We should applaud Greenpeace for picking up on Apple's environmental record, as it means we could soon be enjoying its products with a clear conscience.

As communicators, IABC members should be very interested in how Apple has chosen to respond to this campaign.  Such a sophisticated campaign deserves a clever response.

Well, so far, I can't find anything anywhere.  There is nothing on the Apple website, and a Google search came up empty as well.  The only thing I found was that Greenpeace was ejected from the MacWorld Expo in London last week, (however that may have had more to do with the event management, rather than Apple's official position). 

So, again, as communicators, how do we think that Apple should respond? 

Well, personally, I think that the best response is to take the green suggestion seriously.  Apple must know its demographic - chances are they're green.  So, why shouldn't Apple try to make their products more environmentally sustainable.  This could be what they are also thinking, which may explain why they have been keeping silent (the campaign launched in September).  The company could be waiting until they can announce exactly what their green plans are.

Rather than responding to Greenpeace, Apple should respond directly to their users and fans.  The message could be about how they realise this issue is important to their stakeholders, which is why they are reacting.  Apple can then clarify their green strategy and future plans to improvement.

Given their overall culture and track record (the Red iPod for example), I can't see why they wouldn't want a Green iPod.

The worst response would be to attack the campaign.  Some critics of the campaign have noted that Apple does not have the worst environmental record in the industry, or that other industries are most polluting.  Maybe, but as Greenpeace says: Apple [could] be at the forefront of green technology, and  show other companies how to do it the right way.  So, rather than go on the defensive, Apple should engage in discussions about what "green technology" means - with environmental groups, with users, with fans, with critics, with bloggers, with employees, even with competitors.  A really innovative approach would be to incorporate the Greenpeace campaign (or something similar) into their own website, and open up an inclusive and boundless dialogue - both internally and externally - which investigates how the company could improve its products.

Interestingly, one of the most common reactions I have heard from communicators is: "Doesn't that website infringe Apple's copyright?"  I am certain it does, but I doubt that is a conversation that Apple will want to have... (then again, I am an Apple fan, so maybe I overestimate them)?

As always, I would be very interested to hear from IABC members and other communication professionals. 

As a communicator, what do you think the best response is?  If you could advise Apple, what would you say to them?  What can organisations learn from the Greenpeace campaign?

I'm sure we will pick this topic up again at the event on 15 November, so if you haven't done so already, you should join us then!

Comments

[noneck]

You've hit the hammer right on the head. It's important that consumers know that Apple has the power to change their ways. The likelihood of an Apple consumer purchasing another brand is unlikely, but consumers should be demand better products.

[Marc Wright]

Great post Eva. Greenpeace seems to be well ahead of the curve on social media activism. Have a look at what they are doing on airline emissions with this hilarious spoof on BAA.
http://www.unlimited-spurt.org/