Upload
comprend
View
408
Download
4
Tags:
Embed Size (px)
Citation preview
Beyond „cut & paste‟ communications: distinctive approaches to online CR communications James Osborne | head of CSR | Lundquist
KWD Webranking Forum, London, 23 Nov. 2012
New approaches to CR communications
29-11-2012 | 6
Once-a-year Ongoing
Silos
Disclosure and cut-and-paste
Specialists (categories)
Broadcast
Generic
Integrated
Communications & storytelling
Stakeholders (Individuals)
Engagement & conversation
Distinctive
08-11-2012 | 7
! An anti-greenwashing recipe: what
drives trust in stakeholders?
Top two
categories
unchanged in
2011-2012
Importance
of external
validation
Note: based on non-corporate respondents only. Two choices allowed.
Source: Lundquist CSR Online Awards Survey 2011–2012
4%
13%
24%
25%
32%
22%
43%
38%
1%
14%
25%
27%
32%
35%
41%
46%
0% 10% 20% 30% 40% 50%
Other
Incl. in sustainability index
External experts‟ perspectives
Partnership with NGOs
External assurance
Quantitative targets
Intl. principles/guidelines
Performance data
2012
2011
What infuriates stakeholders?
08-11-2012 | 8
“Cherry picking; lack of
performance data; bla bla”
“I hate it when companies stick to
GRI and do not communicate in an
appealing and educational fashion”
The context…
2007-11-05 | 12
Internet video will officially reach the halfway mark of consumer
internet traffic by the end of 2012
2007-11-05 | 14
The most important Facebook number
“What does that mean? That Facebook is for real. That “active users” are active
when it comes to bringing friends online. The network has matured into a thriving
marketplace of friends, one where we self-organize into the same kind of tribal
groups etched into our evolutionary history”
Chris Taylor, Mashable (Oct 5 2012)
2007-11-05 | 15
What‟s expected of corporate social media use?
Source: Lundquist CSR Online Awards Survey 2012
The changing nature of relationships
Inspired by: Talk, Inc.
Groysberg & Slind
(Harvard Business Review Press, 2012)
2007-11-05 | 17
INTERACTIVITY
Enable a two-way exchange
INTENTIONALITY
Be clear about the aim & tie it to the strategy
FOSTERING “CONVERSATION”
INCLUSION
Allow participation by all sides
INTIMACY
Reduce the distance, encourage
honesty, go to where your
audiences are
Surely consumers won‟t read a report?
They may not know what “CSR” and “sustainability” mean but
their expectations are closely aligned with “experts”
09-11-2012 | 22
• They don’t trust grand claims and generic commitments
TRUST
• They want credible data and concrete evidence of environmental performance
CREDIBILITY
• They are keenly aware of the importance of sustainability to the core business of selling products & services
INTEGRATION
• They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers
PRIORITIES
• They are connected, social, mobile… and impatient
ONLINE
Strategic approach to the web
09-11-2012 | 23
The evolution in digital communications and corporate-stakeholder
relationships require a strategic approach to the web for corporate
responsibility, spanning reporting and communications
“Once the consumer
can hold up a QR code
to a garment and find
out its history, where it’s
made and what its
impacts are, that will be
the next big step.”
Vincent Stanley
VP of Marketing,
Patagonia
Approaches to video: Pepsi
2007-11-05 | 24
http://www.youtube.com/watch?v=H9o8TaZEK1E
Approaches to video: CCE
2007-11-05 | 25
http://www.youtube.com/watch?v=ByHcNZ2c8Mo&feature=related
Approaches to video: Unilever
2007-11-05 | 26
http://www.youtube.com/watch?v=cpYhgqPRivw
Approaches to video: Rainforest Alliance
2007-11-05 | 27
http://www.youtube.com/watch?v=3iIkOi3srLo
2007-11-05 | 28
Thank you
James Osborne
Twitter: @jabosborne
Lundquist
Via S. Maurilio 23
20123 Milan, Italy
Tel. + 39 02 36754123
Web: www.lundquist.it
Blog: www.lundquist.it/blog
Social media: Facebook, Twitter, LinkedIn, YouTube, Slideshare, Flickr
User-centred approach
Aim of research is to examine
how well companies are
responding to user expectations
and requirements through their
online CSR communications
5th edition of the research
252 companies covered
68 criteria: max. 100 points
Input from 400 CSR experts,
sustainability professionals and
stakeholders in 52 countries
Supported by study of third-
party surveying of consumers
09-11-2012 | 31
Do you prefer a PDF report or online report?
PDF 37,6%
Online 21,3%
Prefer both 30,9%
No preference 10,1%
Source: Lundquist CSR Online Awards
09-11-2012 | 34
What about a web-based approach?
Very useful 32,2%
Quite useful 22,0%
Makes no difference
7,9%
Only if replicated in
PDF 19,8%
Don‟t trust online
information 4,0%
Depends on assurance
11,3%
Don‟t know 2,8%
Source: Lundquist CSR Online Awards
Total
positive
response
54.2%
09-11-2012 | 35
Current trends in reporting formats
09-11-2012 | 36
Top 100 listed companies in
Europe by non-financial
report format in 2012
How are companies responding?
09-11-2012 | 37
24%
30%
31%
32%
41%
48%
51%
52%
58%
59%
60%
0% 10% 20% 30% 40% 50% 60% 70%
F. SRI
K. DIALOGUE & CONTACTS
I. INTERACTIVITY
H. VISUAL COMMUNICATIONS
E. ETHICS & GOVERNANCE
B. REPORTING
J. NEWS & RESOURCES
A. OVERVIEW
D. SOCIAL
C. ENVIRONMENT
G. NAVIGABILITY & USABILITY
=
.
.
.
. =
=
Source: Lundquist CSR Online Awards
SEARCH!
SOCIAL!
ENGAGEMENT!
VIDEO, DATA VISUALISATION!
STORY-TELLING!