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EFQM is committed to help organisations drive improvement through the use of the EFQM Excellence Model, a comprehensive management framework used by over 30 000 organisations in Europe. For the last 20 years, we manage the development of this Model, incorporating the experiences and learning from these organisations to ensure it reflects reality. To help you implement our Model, we provide training, assessment tools and recognition. But our real talent comes from gathering good practices and integrating those within our portfolio. EFQM, a not-for-profit membership Foundation, aims to share what works, through case studies, online seminars, working groups, conferences and thematic events. We nurture a network of world-class organisations and their leaders who share our passion for business excellence. We believe that the EFQM Model is a common framework that helps us all to improve our businesses.

©EFQM 2012 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means (be this electronically, mechanically, through photocopy or recording, or otherwise) without either the prior written permission of, or a license permitting restricted copying and use for a third party, from the publisher.

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In line with our promise, to “Share What Works”, EFQM is uniquely place to identify good practices that have been adopted by our members. The EFQM Recognition Schemes, which involve independent assessors visiting applicants, help us to identify, verify and share these practices within the EFQM Members. In 2010, we launched the Good Practice Competition to enable any organisation, regardless of whether they are a member of EFQM or one of our Partner Organisations, to share an approach that works for them. The applicants are asked to upload a short video explaining their approach. A jury of experts in the field then agree a short-list of finalists. The final judging process is a combination of a public vote, via the web portal, a vote by attendees at the EFQM Learning Edge, after the finalists have presented their practice in more detail and the Jury. The theme of the competition changes each year in line with the focus of the EFQM Forum; an annual event for business leaders and the excellence community to share ideas, experiences and knowledge.

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The EFQM Social Media Good Practice Competition is the opportunity to showcase how organisations have harnessed the power of social media. Social media has opened countless opportunities to change the way organisations interact with their stakeholders. In the past, organisational communication was primarily a download of information. Social media can enable a genuine dialogue; the exchange of views and ideas that really adds value. The objective of the EFQM Social Media Good Practice Competition was to identify a number of practical examples of approaches that could be shared and would encourage and inspire others. We received applications from a wide variety of sectors - university, manufacturing, media companies, healthcare, telecommunications, insurance, banking, … - and countries - Germany, Spain, Bulgaria, United Kingdom, Denmark, Lithuania, Russia, Sweden and Belgium. Add here a paragraph on the organisation’s comment from the Jury and their final achievement. In this Case Study, we will explore the approach taken by XXX in more details; how it was developed and implemented as part of their Social Media strategy.

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The history of Vodokanal St. Petersburg dates back to 1858. Today, Vodokanal provides potable water and sewerage services to nearly 5 Mio. inhabitants of the Russia’s second largest city and to many thousands of companies using innovative technologies. The company gives special attention to the preservation of the Baltic Sea basin and the development of water consumption culture by being strongly involved in environmental awareness-raising activities, among other things.

Information transparency and responsibility to future generations are the key values of SUE “Vodokanal of St. Petersburg” while the development of water consumption culture is reflected in the Company Mission. By developing the water consumption culture we can mitigate environmental impacts and create conditions for sustainable development of our city. Vodokanal makes use of different instruments to develop the water consumption culture and careful, respectful attitude to water: the company has its museum complex The Universe of Water and the Youth Environmental

Centre; Vodokanal actively cooperates with the mass media; the ideas of careful attitude to water are disseminated by Vodokanal through booklets and

brochures; Vodokanal participates in the city initiatives; Vodokanal tells about the significance of water consumption culture on its corporate website. Vodokanal uses social media, such as the Internet portal Da-Voda and social networks for its

awareness-raising activities. As mentioned above, social media are one of the instruments used by Vodokanal to perform its comprehensive awareness-raising activities. The objective is to attract the active Internet audience (mainly the young people who will have to make important decisions in some 5-10 years) to environmental and water-consumption-related issues. Such decisions shall be made by those who realize the importance of environmental friendliness The proposed approach allows to conduct a dialogue on serious problems (attitude of care towards water and nature in general, relevant actions to be taken by each person) in a simple and exciting manner.

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Da-Voda.com is Vodokanal’s social project. It is an Internet portal about water, the principal resource on the planet Earth, and about careful attitude to water resources. The portal has its own main character - the Neva Crayfish. The main character was selected by analyzing the public interest in different fields of Vodokanal activities. The results of internal social studies, various inquiries made by the mass media, and reviews of publications in the mass media and blogosphere were used for the analysis.

Indeed, the crayfish from the Neva (this river is the main water supply source in St. Petersburg) work with Vodokanal at all urban water intakes. They monitor the quality of water in the Neva. The crayfish enjoy great popularity with journalists and Vodokanal guests and represent Vodokanal being one of its trademarks. The Neva Crayfish is a recognizable character closely related to Vodokanal activities. Through the Neva Crayfish, the portal Da-Voda.com tells and shows: why many persons of distinction do not waste water what technical means are available to save water with comfort how to solve water-related domestic problems what thoughtless attitude to water can lead to. The portal Da-Voda.com has several headings / sections. One of them - “Gadgets” - contains information about different devices that can reduce water consumption (without impairing your comfort) and evaluates their pros and cons. The portal visitors will learn how much water can be saved by using infrared sensor mixing faucets; why spray nozzles should be used; what shower meters are, etc.

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One of the most popular sections is Da-Voda TV: videos on many different environmental topics are regularly posted there. Another popular section of the portal is Interviews. Regularly, the portal posts interviews with well-known people who have something to tell about careful attitude to water. Da-Voda Portal is the initiator and active participant of the city’s environmental initiatives. In 2011, garbage removal actions were organized and held at the lakes and river banks with the support of the portal. The website has a Russian and an English version.

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The Internet portal Da-Voda.com was created by Vodokanal in 2010 in cooperation with its partner – 2PR public relations agency. Since then, the website has been improved regularly - on the basis of user feedback and by learning the experience of other similar Internet resources. In 2011, the project concept was upgraded and the website design was modified. New headings were introduced; the website became more illustrative and easy-to-use compared to the initial version. It became more useful, the practical advice segment was extended. In particular, the video-lessons format appeared on the website where the Neva Crayfish tells the users how to install a water meter in the flat, how to check water quality, etc. Moreover, the English version of the website was launched in 2011, and the portal Da-Voda.com (or rather the Neva Crayfish) got accounts in the social networks: Facebook (Russian and English versions), VKontakte (the most popular Russian-language social network), and Twitter (Russian and English versions). The number of the Neva Crayfish’s friends has exceeded 7,000 people by mid-2012. More friends are joining every day. By communicating in the social media the Internet community can get answers to exciting ecology-related questions, exchange views and get together for environmental actions (e.g. cleaning of city areas, beaches, etc.). Currently, social networks support over 80 jumps to the da-voda site. In 2012, the website design was improved in line with the latest trends in web-design. An important milestone of the project was the introduction of new, game-based information format. With the games Help the Neva Crayfish Clean the Gulf of Finland and Save Our Sea, the website traffic has grown and the main project ideas were promoted fostering careful attitude to water reservoirs. In the course of the game the users get a clear signal: do not pollute the sea.

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The multimedia approach is applied for the creation and development of the Internet portal Da-Voda.com. Various communication tools are used, e.g. videos, animation, games, animated graphics, polls, news, interviews and participation in different initiatives. An important project feature is the exclusive content of the portal. The website team takes exclusive interviews with “public opinion leaders” – actors, filmmakers and musicians. Among the guests of the portal Da-Voda.com were the Hollywood actor Matt Damon, the British artist and filmmaker Peter Greenaway, the director of Titanic and Avatar James Cameron, the American singer Regina Spektor and others. The project is unique due to the portal’s own main character – the Neva Crayfish and the focus on useful information. The feedback mechanism is widely used through the Neva Crayfish’s accounts in the social networks. All in all, Vodokanal has taken an uncommon decision: to access the social networks through the Neva Crayfish rather than directly. The advantages of this solution are as follows: There are many company accounts in the social

networks but the Neva Crayfish is one of a kind. The Neva Crayfish is a peculiar, cartoonish

character, so it draws the interest at first sight and, accordingly, the topics raised by it also draw interest.

The Neva Crayfish is perceived as an independent Internet character. The Neva Crayfish can assume a more free-and-easy (more habitual among the Internet users)

style of socializing than Vodokanal could. The posting of interviews with famous actors, musicians and film directors on Da-Voda.com is

another instrument of attracting users of social networks. The commentaries and advice of the Neva Crayfish are not limited by Vodokanal “business

activities”. One example is installation of individual water meters. Formally, Vodokanal does not deal with residential meters. However, it is in Vodokanal’s interests to increase the number of such meters. Moreover, people have many questions to ask concerning measurement devices. At his video lessons, the Neva Crayfish tells vividly about meters, answers questions, and gives advice.

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The implementation of Da-Voda.com project by Vodokanal St. Petersburg has created added value for the society. The added value is, mainly, as follows: 1. People are given useful information which helps them save money by reducing their water costs

without affecting the comfort. 2. People are given practical advice in an entertaining and understandable form. The website and

the Neva Crayfish explain how to install water meters, how to check water quality, what should be done if a house pipe is leaking, etc.

3. One of the project results for the society is the improvement of environment. The development of water consumption culture helps improve the condition of environment as an immediate result and preserve water resources for the future generations. The more people share the ideas of careful attitude to water, the more noticeable the environmental benefit for the society will be.

Vodokanal is striving to plant the environmental ideas in the minds of as many people as possible. Therefore, one of the Neva Crayfish’s tasks is to gain popularity and influence. This task is being fulfilled successfully: in less than three years of operation the portal Da-Voda.com demonstrated a stable growth of the number of unique visitors: in 2010 – 150 unique visitors a day in 2011 – 270 unique visitors a day in 2012 – 390 unique visitors a day.

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The views of video lessons and video clips on the portal evidence the Internet community’s concern with water conservation issues. Some video-lessons are viewed over 10,000 times in several months. For example, the video-lesson How to check water quality was among the leaders in terms of views (1st rank in Google for the query How to check water quality). Currently, the video lesson How to take meter readings is the leader of views. However, the website traffic is not the main project result. The website Da-Voda.com promotes reduction of water consumption rates in St. Petersburg. The average water consumption in St. Petersburg: in 2010 – 188 litres/person/day; in 2011 – 168 litres/person/day; in 2012 – 164 litres/person/day. In parallel, the percentage of households with individual water meters is growing. The social research made by SUE "Vodokanal of St. Petersburg" showed that the percentage of such households is as follows: in 2010 – 43% in 2011 – 67%. The above results are very important for Vodokanal St. Petersburg. At the first glance it may seem that the growth of water consumption is advantageous (and, accordingly, the reduction of water consumption is a disadvantage) for Vodokanal as a municipal water supplier, but it is not so.

Vodokanal is a socially responsible company committed to the principles of sustainable development and aims at a long-term benefit by building the culture of water use. Inevitably, the growth of water consumption will increase future costs of expanding the capacities of water / wastewater treatment plants. As a consequence, the tariffs will grow as the additional costs will be incorporated in the tariffs. Water supply and sewerage services will become more expensive. Moreover, the growth of water consumption will aggravate the burden on the environment: more water will be taken out of water bodies, more energy and chemicals will be required, etc.

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Therefore, the reduction of water consumption is beneficial for Vodokanal, and the company is actively promoting careful attitude to water among the consumers. The Internet portal Da-Voda.com and its main character, the Neva Crayfish, help Vodokanal solve this task. Another project benefit is the chance for Vodokanal to get more feedback via Da-Voda.com and the Neva Crayfish’s accounts in the social networks. All messages addressed to the Neva Crayfish in the social networks are analyzed. Following the results of analyses, relevant changes are made to the website content and to Vodokanal’s information policy in general (including interaction with the mass media). Moreover, this information helps Vodokanal improve its main operations.

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The results of Da-Voda.com operation confirm that the Internet resources and the social media, in particular, offer an extremely effective approach to communication with the society and inhabitants (chiefly, young people). The more comprehensible, exciting and interesting the presented material is, the better impression it will create. It is important to diversify the content of the social media and portals – not only texts but also video-lessons, video clips, games, interviews, photos, etc. should be presented. Feedback (any communications, questions and answers, discussions, disputes - the formats widely used in the social media) is a very important element of the work aimed at the development of environmental awareness. Any idea would be taken in more effectively if it is “worked out” by a person rather than imposed through preachment and boring lectures. The Internet portal Da-Voda.com will be further improved and upgraded in consideration of the experience gained. The main project development tasks are: strong promotion of the portal Da-Voda.com in the social networks and the Internet in general; collaboration with other resources focused on the environment; participation in different initiatives, such as The Water Day, The Baltic Sea Day, The World

Environment Day, etc.; preparation of new video-lessons and clips based on the analysis of questions addressed to the

Neva Crayfish in the social networks, the results of Vodokanal’s sociologic studies and the mass media monitoring;

creation of new services for the users of Da-Voda.com the launch of Vodokanal’s Youth Environmental Centre’s website with the Droplet’s (the Centre’s main character’s) accounts created in the social networks;

strengthening the effect of Vodokanal’s awareness-raising activities by using relevant instruments in a synergetic way.

All the above will help Vodokanal St. Petersburg follow its mission: Provision of affordable water services to ensure good quality of life for its customers, sustainable development of the city, the culture of water use, and preservation of the Baltic Sea basin.

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EFQM would like to thank the team at Vodokanal for their willingness to share their Good Practice, knowledge and experience. Nadia Dazhunts, Editor-in-chief Da-voda.com Natalia Ipatova, Director of Information and Public Relations Department Kirill Biryukov, Leading expert of Management Quality Bureau

Website: http://www.vodokanal.spb.ru Email: biryukov_KK@vodokanal.spb.ru

Website:www.efqm.org Email: info@efqm.org

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EFQM is a membership organisation. We rely on input, ideas and suggestions from you to create a vibrant community. If you have any ideas, questions or suggestions, please don’t hesitate to contact us via e-mail (info@efqm.org) or via telephone (+32 2 775 35 11). Join the EFQM Network for Sustainable Excellence on LinkedIn Follow @EFQM on Twitter Find the EFQM page on Facebook View EFQM videos on YouTube Meet the EFQM Team on EFQM website

Organisations can join the EFQM member community and enjoy some exclusive benefits such as access to free assessment and improvement tools, participation to events, themed webinars and good practice visits. To learn more about our member community, feel free to contact us or to join one of the free introduction meetings at our offices in Brussels. As a member of EFQM, you will enjoy the following exclusive benefits: Expert advice and support for your organisation’s journey towards excellence. Access to the EFQM Knowledge Base is a database containing a number of free to download

assessment, management and improvement tools; as well as Good Practices identified from the last 3 years of the EFQM Excellence Awards.

Members receive a discount of 20% on EFQM Products & Services, including Training, Publications and Recognition.

There are themed events and webinars throughout the year, with Good Practices and new tools being shared and explained by EFQM and member organisations.

For more information, please e-mail: info@efqm.org.

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