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DELIVERING DIGITAL CR 17 June 2015
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Page 1: Delivering Digital Sustainability

DELIVERING DIGITAL CR

17 June 2015

Page 2: Delivering Digital Sustainability

CHALLENGES OF DIGITAL CR

1

Page 3: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

THE CHALLENGES OF DIGITAL CR

3

REACHING AND ENGAGING THE RIGHT

STAKEHOLDERS

Page 6: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

THE CHALLENGES OF DIGITAL CR

6

SELECTING THE RIGHT CHANNELS

Page 7: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

THE CHALLENGES OF DIGITAL CR

7

TO LIKE

NOT TO LIKE?

SOCIAL

Page 8: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

THE CHALLENGES OF DIGITAL CR

8

GETTING TO GRIPS WITH THE COMPLEX WORLD OF DIGITAL

Page 9: Delivering Digital Sustainability

CRHOW THE FTSE PERFORMS

2

Page 10: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

YOUR CR STORY

10

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

Page 11: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

YOUR CR STORY

11

84% 65%Why it’s

important

APPROACH

Objectives

Page 12: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

YOUR CR STORY

12

54%

55%

69%

KEY ISSUES

Case studies

Sector specificcontent

Policies

Page 13: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

YOUR CR STORY

13

46%42%37%

MANAGEMENT

Governance/committees

Engagingemployees

Leadership intro

Page 14: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

YOUR CR STORY

14

61%

60%

50%

PERFORMANCE

Statedguideline

Results/data

Progress

Page 15: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

YOUR CR STORY

15

32%30% 8%

39%

Alerts

ENGAGEMENT

News

Cont

acts

Feed

back

Page 16: Delivering Digital Sustainability

HOW COMPANIES ARE DELIVERING SOCIAL CR

3

Page 17: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

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

Page 18: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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Page 19: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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Page 20: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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Page 21: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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Page 22: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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

Page 23: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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Page 24: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

EXAMPLES – ANGLO AMERICAN

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Page 25: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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Page 26: Delivering Digital Sustainability

© Black Sun Plc 2015 www.blacksunplc.com

• 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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