DELIVERING DIGITAL CR 17 June 2015
Jul 29, 2015
DELIVERING DIGITAL CR
17 June 2015
CHALLENGES OF DIGITAL CR
1
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THE CHALLENGES OF DIGITAL CR
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REACHING AND ENGAGING THE RIGHT
STAKEHOLDERS
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THE CHALLENGES OF DIGITAL CR
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GENERATING ENGAGING CONTENT
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THE CHALLENGES OF DIGITAL CR
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HITTING THE RIGHT TONE & STYLE
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THE CHALLENGES OF DIGITAL CR
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SELECTING THE RIGHT CHANNELS
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THE CHALLENGES OF DIGITAL CR
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TO LIKE
NOT TO LIKE?
SOCIAL
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THE CHALLENGES OF DIGITAL CR
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GETTING TO GRIPS WITH THE COMPLEX WORLD OF DIGITAL
CRHOW THE FTSE PERFORMS
2
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YOUR CR STORY
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Why it’simportant
APPROACH
MANAGEMENT
PERFORMANCE KEY ISSUES
Objectives
Governance Engagingemployees
Case studies
Statedguideline
Sector specificcontent
Results/data
ENGAGEMENT
News
Cont
acts
Feed
backS
tori
es
PoliciesProgress
Leadership intro
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YOUR CR STORY
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84% 65%Why it’s
important
APPROACH
Objectives
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YOUR CR STORY
12
54%
55%
69%
KEY ISSUES
Case studies
Sector specificcontent
Policies
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YOUR CR STORY
13
46%42%37%
MANAGEMENT
Governance/committees
Engagingemployees
Leadership intro
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YOUR CR STORY
14
61%
60%
50%
PERFORMANCE
Statedguideline
Results/data
Progress
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YOUR CR STORY
15
32%30% 8%
39%
Alerts
ENGAGEMENT
News
Cont
acts
Feed
back
HOW COMPANIES ARE DELIVERING SOCIAL CR
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SOCIAL MEDIA ADOPTION
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90% LinkedIn
57% Twitter
40% YouTube
31% Facebook
20% Google+
95% of FTSE use social media for corporate communications
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• Is social media right for your CR?
• What are your objectives for social media?
• Which social channels are most suitable?
• What would good look like in [6] months?
BEFORE YOU START….
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• Define your vision and objectives for social media
• Select the social channels to achieve your objectives
• Define your content and engagement strategy by channel
• Select the most suitable listening and managing tools
• Define your KPIs and reporting method
• Establish governance, policies and processes
DEFINING YOUR SOCIAL STRATEGY
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• Each has their own advantages or disadvantages – review a wide range to identify which meets your needs
LISTENING AND MONITORING TOOLS
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• Create rules and processes for engagement i.e. who can say what
• Start to participate in conversations
• Use influencers to facilitate conversations
• Foster employee engagement through internal networks
DRIVING ENGAGEMENT
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• Integrating social media feeds into the website
• Promoting new content through social media to drive traffic to the website
• Enabling visitors to share content – links and imagery
• Incorporating discussions, forums and feedback to keep the site ‘living’
INTEGRATING SOCIAL AND WEBSITE
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http://www.maersk.com/en/social
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• A substantial social media presence
• Well interconnected, ensuring maximum visibility and engagement
• The content bridges key areas of interest - corporate, investor, sustainability and people.
• Content is adjusted and tailored to each of the social media channels
• Strategy is to use social media to communicate the business, the people and its overall benefit to society
.
ANGLO AMERICAN
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EXAMPLES – ANGLO AMERICAN
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• Adopting social because it’s there – rather than with purpose
• Lack of planned content – leading to boring broadcasts
• Siloed social activity - and not integrated with your website
• Lack of executive support
KEY BARRIERS TO SUCCESSFUL SOCIAL
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• Digital is a key channel for responsibility communications
• Invest in telling your story through your website
• Take ownership of the CR section and how it is communicated
• Ensure consistency across your channels – print and digital
• Harness social media – but only if right for you
IN SUM….DELIVERING DIGITAL CR
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