CR communications James Osborne Lundquist_2012-11-29

KWD Webranking Forum 2012

London, November 29th

Beyond „cut & paste‟ communications: distinctive approaches to online CR communications James Osborne | head of CSR | Lundquist

KWD Webranking Forum, London, 23 Nov. 2012

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Guess the business

Swedish industrial German reinsurance

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Guess the business

Swedish metals

Italian utility

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http://pinterest.com/lundquistsrl/visualising-csr-common-practice/

New approaches to CR communications

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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?

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“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”

What makes stakeholders happy?

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As CR goes mainstream, it‟s time to capture attention of our audiences

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What about those who will never visit a corporate website?

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The context…

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Internet video will officially reach the halfway mark of consumer

internet traffic by the end of 2012

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Are you?

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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)

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What‟s expected of corporate social media use?

Source: Lundquist CSR Online Awards Survey 2012

The situation in Europe today

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Source: Lundquist CSR Online Awards 2012

The changing nature of relationships

Inspired by: Talk, Inc.

Groysberg & Slind

(Harvard Business Review Press, 2012)

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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

The CSR community on Twitter

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Social media & partnership

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Social media & partnership

What will the future hold for us?

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Source: Lundquist CSR Online Awards Survey 2012

Surely consumers won‟t read a report?

They may not know what “CSR” and “sustainability” mean but

their expectations are closely aligned with “experts”

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• 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

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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

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http://www.youtube.com/watch?v=H9o8TaZEK1E

Approaches to video: CCE

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http://www.youtube.com/watch?v=ByHcNZ2c8Mo&feature=related

Approaches to video: Unilever

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http://www.youtube.com/watch?v=cpYhgqPRivw

Approaches to video: Rainforest Alliance

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http://www.youtube.com/watch?v=3iIkOi3srLo

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Thank you

James Osborne

[email protected]

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

BACK-UP

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Corporate responsibility & the internet

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Reporting

Communications

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

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09-11-2012 | 32

Web as disruptive factor in the company-stakeholder relationship

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Time as a critical factor: responsiveness

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%

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Current trends in reporting formats

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Top 100 listed companies in

Europe by non-financial

report format in 2012

How are companies responding?

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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!

The CSR community on Twitter

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Data visualisation

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