Effectively Use Social Media in CR Reporting to Demonstrate Sustainability Efforts

Making Sustainable Business Happen

Effectively Use Social Media in CR

Reporting to Demonstrate Your

Sustainability Efforts

2degrees © Copyright 2014 2

#ECRC

@ethical_corp @2degreesOliver @2degreesnetwork

Oliver Hurrey

Managing Director

2degrees


Tip #1:

Be Useful

@mateoy

Matthew Yeomans

3


TIP #2:

The elephant in the room is nobody reads reports.

Social media is just another channel if it's only used once the report is written. Use social media as the

source of insight for reporting too.

Find people who are not obvious sustainability stakeholders, but have relevance to you. Finding out what they care about is one thing, engaging them is

another. Future is digital first + ‘hub and spokes’ model of reporting - different audiences, with

relevant content, via relevant channels@bentuxworth

4


TIP #3:

Clear message, audience, intention & expectation

@Emma_L_Young

5


TIP #4:

Be engaged and building social capital, LONG before using it to

announce report

@AndreaLearned

6


TIP #5:

Be bold! Use at beginning, middle and end

@emmayounguk

7


TIP #6:

Stakeholders don't except you to be perfect, they expect you to be honest

@MarionDupont

8


TIP #7:

Let your stakeholders have their say

@MarionDupont

9


TIP #8:

Plan, engage early, build relationships, have conversations,

monitor, improve plan for next time

@fairsnape

Martin Brown

10


TIP #9:

When a tree falls in the woods... If you publish and don’t share with your audiences where

they ARE, they won’t have the opportunity to engage, provide feedback, share and take

action. You can also poll your audiences easily and simply so that you can learn, adjust and

improve!

@susanmcp1

#CSRChatSusan McPherson

11


TIP #10:

Be Honest, Open & Listen

@baraka_dwayne

Dwayne Baraka, ValueCSR

12


TIP #11:

A CSR Report is worth a hundred tweets. Tweeting sound-bites from your CSR

report over a period of time extends its shelf-life, expands its reach and ensures there's something relevant for everyone.

@elainecohen

13


TIP #12:

The information you put in your CSR report offers a wealth of story ideas that can then be

developed and shaped for social media audiences. But that info is just the raw material of successful social media storytelling. Think like an editor and use that raw material to shape content

that really engages people who would never dream of reading a CSR report.

@Sustainly

Matthew Yeomans

14


TIP #13:

We created a 'micro site' that was simple, for our sales force and others to easily

share/tweet our highlights/sound-bites.

http://www.sustainabilityreport2013.kimberly-clark.com/2013sustainabilityhighlights/

@PeggyatKC

Peggy Ward, Kimberley Clark

15

Making Sustainable Business Happen 16


TIP #14:

PepsiCo have recent launched a Pinterest page to log their "performance with purpose" activities.

http://www.pinterest.com/pepsico/

A great way to visually convey their CSR progress and provides a medium to engage with millenials. It offers a platform to tell positive stories about their community efforts without getting bogged down in

carbon emission figures or CDP scores that consumers don’t appreciate.

@SherSustainable

Ali Sheridan, Bord Bia

17



TIP #15:

Infographics (they are short, engaging, visual, informative, easy to share)

http://planareport.marksandspencer.com/

@adamelman

Adam Elman, M&S

19


TIP #16:

Being genuine goes a long way

http://www.simonsgroup.com/h/home/cr/48/

@Izy_SimonsGroup

Izy Hodgkinson, Simons Group

20


TIP #17:

Get the social media and CSR team working together to get messages right

http://www.sita.aero/content/Corporate-social-responsibility

@CSRatSITA

Amber Harrison, SITA

21


TIP #18:

Integrate sustainability and business messages through social media

http://www.bat.com/sustainability

@BATPress

Verity Lawson, British American

Tobacco

22


TIP #19:

Weave your social efforts into your story. We can forget to build a narrative around our efforts and

just deliver grocery lists of data and insights. Make social a part of the story, not a slide at the end.

Social (including community building) is where your efforts reach the real world, come to life and build a relationship with your target. In the execution just as with reporting, it should be at the core of what you're building. Social should be the legs of your campaign, not just how you tweeted about your

campaign.@360i

Chloé Mathieu Phillips, 360i

23


TIP #20:

Those stakeholders that have helped build your report, will be more likely to

feedback/share it and help you deliver the commitments in it.

@2degreesOliver

24

Who will make the 2degrees Top 25 Under 25 2014? #2degreesu25


TIP #21:

Focus on REPORTING, not the REPORT itself

@2degreesOliver

26


TIP #22:

Some of the best insight will come from those stakeholders you don’t know or can

reach easily

@2degreesOliver

27


TIP #23:

Acknowledge stakeholder insight, show you have listened, what you have learned

and what you will do differently. DIALOGUE not a broadcast.

@2degreesOliver

28



TIP #24:

Try it

@davidcoethica

David Connor

30


TIP #25:

Follow all the tips

@elainecohen

31


Effectively Use Social Media in CR

Reporting to Demonstrate Your

Sustainability Efforts

2degrees © Copyright 2014 32

#ECRC

@ethical_corp @2degreesOliver @2degreesnetwork

Oliver Hurrey

Managing Director

2degrees