Consumer product company Procter & Gamble (P&G) has launched a new Facebook-driven program to provide clean drinking water to children in developing nations.

For every ‘like’ on its ‘1 Like = 1 Day’ Facebook page, the company will donate a day of clean drinking water to its Children’s Safe Drinking Water (CSDW) scheme. P&G has been pioneering clean water schemes for seven years, and estimates that its patented powdered purification technology has saved 22,000 lives through the purification of 4 billion liters of water.

To raise awareness of the work, the Facebook page features stories, photos and videos related to the efforts of P&G and CSDW, which share a common goal:

“As we work toward our goal to save one life every hour by 2020, we want others to play a part and share in our journey,” P&G chairman, president and CEO Bob McDonald said. “This is one simple, but meaningful way for people all over the world to help us touch and improve lives by sharing clean drinking water.”

Indeed, the campaign – launched on January 25 – has thus far proven successful. Already 5,170 people have ‘liked’ the page, and according to P&G’s Twitter channel, 3,000 of those came in over just two days.

However, the ‘1 Like = 1 Day’ page is entirely standalone from P&G’s regular Facebook page, which has 67,473 likes. Sure, the water campaign was mentioned on the predominant page, but only once. P&G are not shy about using social media, and as such the announcement may well have been lost in the noise of its other news.

P&G’s many other campaigns enjoy their own separate pages as well, but all have a much higher ‘like’ count (P&G myGIVE has over 100k; Thank You, Mom has well over 460k). With users subscribed to one central channel, P&G would do well to shout just a little bit louder to make sure its fans hear about this great cause.

If you’re like us you spend an increasing amount of time trying to keep up with all the news bursts, surveys, top 10 lists and infographics flowing through your sustainability Twitter feed.

But how can you be sure that you’re following the best people to help you cut through the noise of all that sustainability chatter?

That’s why we created the Wizness Green Twitterati, a list of 100 top tweeters about sustainability and business from the media, agencies and consultants, companies, government and academia.

To be honest there are so many good voices on Twitter about business sustainability that we had to leave some people out. Let us know if you think you should be included and we’ll revisit the Twitterati in six months time.

You can read the full Green Twitterati by downloading the new Social Media Sustainability Index.

Yesterday we launched the 2012 SMI-Wizness Social Media Sustainability Index. Here is the presentation deck that we shared with attendees of the launch.

It’s a snapshot of the main Index that can be downloaded at: http://socialmediainfluence.com/SMI-report/.

CharityBids, creators of the world’s most advanced auction platform specifically for non-profits, has launched an auction app for charities to use exclusively on Facebook.

The CharityAuctions Facebook application allows non-profits to raise funds by embedding an auction interface directly on their Facebook page, enabling users to bid on good-cause items without leaving social network’s environment. Fans and supporters can easily share their bidding activity, and of course, thanks to Facebook’s algorithm magic, auction administrators can specifically target particular audiences with certain items or causes.

Israel Schachter, Co-Founder and CEO of CharityBids, said: “Few charities are properly utilizing the power of social media platforms such as Facebook. By making use of this simple fundraising app, charities will now be able to engage their supporters through their Facebook fan page, take advantage of Facebook’s viral marketing tools and gain support from millions of people that are otherwise beyond their reach.”

The app itself is clean and uncomplicated, offering embedded video capabilities to allow charities to spread their message in a rich media context and integrate auctions with existing campaigns.

However, a few design aspects could be tweaked to increase the user count. While standalone auctions on individual charity pages are clear-cut, the amalgamation of every current auction on the CharityBids homepage and Facebook page makes it very difficult to determine which items are benefitting which charities. Beneath the ‘splash’ item users are shown which charity the proceeds will go to, but otherwise it’s necessary to click on auction items individually to discover that information. If you consider that users will likely be using this app to support a cause close to their heart, it’s not so user-friendly. Similarly, while there is a search function for items on offer (in categories such as automotive, electronics, experiences and so on) there’s no search function for corresponding charities and causes. Designing in functionality in this manner may help pull in curious observers.

Nonetheless, CharityBids itself has found a great deal of success of late, partnering with THE VAULT, Golf Tournament Association of America, MVP|NY and Acteva, for a variety of progressive reasons, so it’s likely that the CharityAuctions app will only evolve in the future.

One year ago, we published the inaugural Social Media Sustainability Index, a trawl through 287 major companies in North America and Europe to identify who was using social media tools and thinking to communicate sustainability. At the time we found just 60 companies that were devoting any real time or dedicated resources to that mission.

Fast-forward to the end of 2011 and a new landscape of social media sustainability has emerged. In researching our new report, The SMI-Wizness Social Media Sustainability Index, we identified at least 250 major corporates that are engaged in some form of social media sustainability comms and more than 100 have a blog, YouTube, Facebook or Twitter channel dedicated to talking about sustainability.  Those dedicated 100 form the basis of our new Index.

Even as the volume of social media sustainability content has increased the standout leaders of our Index – GE, IBM, Ford, PepsiCo, BBVA and Allianz – are the same as last year. This we believe is a testament to good social media practice in that none of these leaders consider social media sustainability through the prism of a campaign mentality. Indeed the top companies in our Index all have built upon the editorial platforms and community engagement they had established in 2010.

It also shows demonstrates that companies who are committed to making their business more sustainable – be it through improved energy efficiency, lowering emissions, policing their supply chains, pioneering ethical sourcing and promoting equitable working environments – have a distinct advantage in social media communications. That’s because they have a good and believable story to tell and, good storytelling remains the most valuable currency in social media.

Here are some of the ways the smartest companies are using social media, not just to communicate their sustainability stance, but also to involve the public in building a better world:

• Homage to compelling reportage: Hiring experienced filmmakers, writers and reporters to tell a complicated story well like IBM and Allianz
• Crowdsourcing: Tapping the public for big innovative ideas like General Electric
• Crowdfunding: Enabling collaborative fundraising and donations like BBVA and Bendigo and Adelaide Bank
• Bold alliances: Teaming with established NGOs, charities and conserva- tion watchdogs to support common goals and raise awareness like Levi’s
• Leveraging community: Tasking your massive online following to build a better future through campaigns, contests like PepsiCo
• Platforms not campaigns: Building an ongoing social media sustain- ability communications vehicle like Danone
• Making technology accessible and digestible: Creating content that shows how sustainability technology and initiatives matter to the general public like Philips and Sony
• The wisdom of your crowd: Collaborating with fans to break taboos and challenge the status quo like Kimberly-Clark

These stand out leaders in this year’s Social Media Sustainability Index all have a few things in common. They fully embrace their newfound power to publish and provide useful, regular, transparent and creative content for their social media communities.

It just so happens that we think those qualities are exactly what companies need if they are to succeed in social media communications. And so they form the bedrock of how we have ranked and rated the 100 companies that make the Index.

You can download the entire Index at: http://socialmediainfluence.com/SMI-report/

A new Facebook-centric campaign fronted by British actor Bill Nighy (of Love Actually fame) is aiming to eradicate seven of the most common, and most devastating, tropical diseases around the world.

The Global Network for Neglected Tropical Diseases (GNNTD) has launched ‘END7’ to promote awareness of the group of tropical diseases (known as NTDs), which includes elephantiasis, river blindness, snail fever, trachoma, hookworm, whipworm and roundworm. These diseases critically affect one in six people worldwide, but are easily preventable – with just 50 cents, in fact (or fifty pence in the UK).

‘We’ve done the maths’, reads the campaign. ‘Fifty cents will treat and protect a child for a year.’ Well, that’s an entirely manageable sum – everyone has 50 cents knocking about – and the donation process is quick and easy. The Facebook page is littered with other numbers, too: how many people ‘like’ the campaign; how many donations have been made; how many children are being helped – all real time figures. ‘Together, we can see the end’, says the strapline, beneath which sit the profile photos of those who have made a donation.

There’s an interactive map on the page, detailing success stories around the world, and a ‘See the end as it happens’ feature, which illustrates how each and every donation is making a positive, tangible impact on those affected by the diseases. A well-executed video explains the aims of the campaign, and there’s even more information available in the Find Out More section, which also links to the GNNTD blog.

In short, this is a neat, well thought-out campaign that utilizes Facebook as a ‘hub’ in its truest sense: real-time figures and numbers instil confidence in the donator; Facebook’s page functions and features give access to a wealth of knowledge in an interactive and engaging way; and the social aspect of liking and sharing helps to spread awareness of the cause.

David Harris, Executive Creative Director of the campaign, said: “We have centred everything on Facebook because the campaign is about how we can make a difference together. The line ‘Together we can see the end’ underscores the simple fact that we will see the end of the suffering by the end of this decade if sufficient support is given.”

The Welsh are good at a lot of things. Cakes, for example. And rugby. Also not getting too irate when their entire country is ‘edited out’ of a prestigious EU reference book. But what this relatively small country is really good at is bandying together in the spirit of patriotism, for a common good.

Enter Size of Wales, an environmental charity that aims to unite communities, businesses, organisations and schools to help protect two million hectares of rainforest, and forge lasting links with some of the world’s poorest people. Two million hectares – the size of Wales (see what they did there?) – is the equivalent of two million rugby pitches. No mean feat, then.

Their social media campaign – fronted by loveable Welsh comedian Dan Mitchell – is Facebook-driven and focused on collecting ‘likes’; for every new fan of the page the charity’s partners (a range of both Welsh and national organisations) will donate £1 to the cause. For every one-off donation of £10 or more, they’ll double it.

The Size of Wales page currently has just shy of 4,800 fans and is doing a good job of keeping them engaged with the cause: there’s plenty of dialogue on the Facebook wall, and a decent amount of noise over on Twitter, too. However, one facet of the campaign is going relatively unnoticed and is missing a real social media trick.

As part of its fundraising efforts, Size of Wales has created the Welsh Tribe Challenge, which allows fans to team up and compete against other groups – or tribes – to raise the most money for the charity. This is a great opportunity to channel good-natured competitiveness into a worthy cause, and opens up a world of social media possibilities. Users could let their Facebook friends know about their activities, or publish updates about their victories over nearby tribes, for example. But is the Welsh Tribe Challenge prominently displayed on the Facebook group wall? Sadly not. Nor is it given any focus on the charity’s website. There’s no Tribe-focused chat on Twitter, either.

Size of Wales is a great cause, the very nature of which taps into a patriotic psyche that’s sure to see it do well, but pushing the Tribe Challenge aspect harder could do more to engage users in an ongoing and potentially lucrative manner.

Anti-Slavery International has turned the lens of Facebook onto the very real problem of modern-day slavery with a short film simply titled ‘Facebook’.

Available to view on YouTube and Anti-Slavery International’s Facebook page, the video shows ‘domestic servant’ Lala updating her status, uploading pictures of her daily routine and checking in to work. But these aren’t the usual inane ramblings of someone trying to decide what to have for dinner, or complaining of a cold; Lala’s updates give a distressing snapshot into a harsh, unforgiving reality that many individuals face every day in London: ‘My family probably think I am dead’, ‘Madam has stolen my passport,’ and ‘The dog has a nicer bed than me’ are examples of the conditions modern slaves exist in. The accompanying photographs aren’t any better.

The film packs a powerful punch, no doubt in part because of the integration of Facebook in our everyday lives. We’re accustomed to using it for enjoyment and connection; seeing it ‘used’ in this way proves very unsettling.

“People live their lives through Facebook and so the idea of the film is to turn this often very self-indulgent lens onto the life of a person who is suffering in domestic servitude,” says Dr Aidan McQuade, Director of Anti-Slavery International.

“By using the world’s most popular media tool we are able to bring to life the reality of modern-day slavery, which should resonate with every Facebook user.”

Users are encouraged to circulate the video among their friends (indeed, feedback on Facebook suggests that many have). However, while the film is effective in delivering its message, how long until it is forgotten by its viewers? The charity is certainly on to something by invading the otherwise warm and fluffy sanctum of social networking, so perhaps an actual account set up in Lala’s name (or regular updates from Lala via the charity’s Facebook page in order to bypass legitimacy Ts & Cs) would prove a more effective long term campaign, serving as a reminder that this very serious problem is not just going to go away.

In the spirit of the festive season, Walmart has launched charitable campaign ‘12 Days of Giving’ on Facebook.

Here, the company asks its 10.3 million fans to nominate local good causes and non-profit organizations for a share of $1.5 million in ‘holiday grants’. To nominate their chosen cause, users must submit a 200 word description of the positive impact of the non-profit’s activities, as well as photos illustrating how the organization is helping the local community. Nominations close on November 30, when a panel from the Walmart Foundation will review the submissions and select winners, which will be announced every day from December 12 to December 23.

Julie Gherki, Senior Director at the Walmart Foundation, says: “We want every dollar to be as impactful as possible and think that local, individual submissions will help us uncover the greatest needs.”

Of course, crowd-sourcing in this manner will bring to Walmart’s attention any number of worthy cases that might otherwise go unnoticed – after all, users have to do very little in order to nominate their cause. It is interesting to note, however, that in the promotional video the individuals approached for their take on the spirit of giving are not necessarily a likely target demographic for an online campaign.

Nonetheless, many nominations have already been submitted, and users are able to view the cases put forward by others. However, the Holiday Giving tab is not immediately apparent on Walmart’s Facebook page (which opens instead with a promotion for Nice Save), and beyond simply reading the nominations, ‘liking’ them and sending them to a friend, there is no scope for discussion or commenting, which would add a more social dimension to the campaign.

Similarly, more could be done to create awareness on Twitter. As the campaign seems only to use Facebook as a basic platform for nominations, rather than as a social experience, it might be beneficial to point followers in the direction of fresh submissions and new nominations and stimulate dialogue there, instead.

This is a great campaign that complements the other $19 million in charitable giving that Walmart is dishing out this holiday season, but much more could be done to not only create awareness of the campaign itself, but to make it into a more social experience, giving more weight to the idea of giving and sharing at this time of year.

Despite launching nine months ago, and with the clout of mega brands like Marks & Spencer, IBM, Virgin Money and British Gas, sustainability campaign Start Today did not make the impact anticipated in its ‘One Day’ event yesterday.

Start Today, a movement within the UK marketing community uniting big consumer brands to inspire the public to ‘Do More, With Less’, aimed to bring brand names together on 1 November to present a united front in the face of challenging sustainability issues. As The Marketing Society noted way back in June, the “room for creativity is huge, and many brands will collaborate to create something bigger and better that they could do alone”. But have they?

Nope. While the CSR bigwigs were chatting it out at the Start sustainability summit in London, the involved parties’ social media platforms with decidedly quiet. British Gas has a nice piece squirrelled away in its Newsroom pages about its plans for Energy Saving Week, which includes Monday and Tuesday dedicated to reducing hot water consumption and insulation respectively, yet there’s no mention of Start Today, let alone those particular topics, on its Facebook page. In fact, there’s no mention of Start Today on any of the major brands’ Facebook pages.

On the Start Facebook page itself, of course, there’s a lot of relevant noise, with the charity running a personalized advice campaign – the Start Today Clinic – where users can post a sustainability question directly on the page and the Start team’s ‘eco pioneers’ will respond within 24 hours. But the clinic is only open for four days, and could have benefited from some exposure from the mega brands (luckily for the campaign, though, much-revered Twitter God Stephen Fry gave the clinic a shout out, which was subsequently retweeted by over 100 people).

Joey Tabone, Start CEO, said of the initiative: “We know that sustainable living can often be confusing, so the advice we gather and offer enables people to ’start today’ in a way that fits into their own unique sustainable lifestyle.” And as people integrate brands and their values more and more into their lives, ‘One Day’ had the promise to really help the organization fulfil its ambition. It’s a shame then that the brands involved don’t appear to feel so passionately.