James Osborne at Lundquist Srl shares his knowledge on corporate responsibility communications in digital channels

1. KWD Webranking Forum 2012
London, November 29th

2. Beyond „cut & paste‟ communications:
distinctive approaches to online CR
communications
James Osborne | head of CSR | Lundquist
KWD Webranking Forum, London, 23 Nov. 2012

3. Guess the business
German reinsurance Swedish industrial
29-11-2012 | 3

4. Guess the business
Italian utility
Swedish metals
29-11-2012 | 4

5. http://pinterest.com/lundquistsrl/visualising-csr-common-practice/
2007-11-05 | 5

6. New approaches to CR communications
Once-a-year Ongoing
Silos Integrated
Disclosure and cut-and-paste Communications & storytelling
Specialists (categories) Stakeholders (Individuals)
Broadcast Engagement & conversation
Generic Distinctive
29-11-2012 | 6

7. ! An anti-greenwashing recipe: what
drives trust in stakeholders?
46%
Performance data
38%
Top two
41%
Intl. principles/guidelines
43% categories
unchanged in
35%
Quantitative targets
22% 2011-2012
32%
External assurance
32%
27%
Importance
Partnership with NGOs
25% of external
25%
validation
External experts‟ perspectives
24%
14%
Incl. in sustainability index
13%
2012
1%
Other 2011
4%
0% 10% 20% 30% 40% 50%
Note: based on non-corporate respondents only. Two choices allowed.
Source: Lundquist CSR Online Awards Survey 2011–2012
08-11-2012 | 7

8. What infuriates stakeholders?
“I hate it when companies stick to
GRI and do not communicate in an
appealing and educational fashion”
“Cherry picking; lack of
performance data; bla bla”
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9. What makes stakeholders happy?
08-11-2012 | 9

10. As CR goes mainstream, it‟s time to
capture attention of our audiences
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11. What about those who will never visit a
corporate website?
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12. The context…
Internet video will officially reach the halfway mark of consumer
internet traffic by the end of 2012
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13. Are you?
2007-11-05 | 13

14. 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)
2007-11-05 | 14

15. What‟s expected of corporate social
media use?
Source: Lundquist CSR Online Awards Survey 2012
2007-11-05 | 15

16. The situation in Europe today
Source: Lundquist CSR Online Awards 2012
2007-11-05 | 16

17. The changing nature of relationships
FOSTERING “CONVERSATION”
INTIMACY INTERACTIVITY INCLUSION INTENTIONALITY
Reduce the
distance, encourage
Enable a two-way Allow participation Be clear about the aim
honesty, go to
exchange by all sides & tie it to the strategy
where your
audiences are
Inspired by: Talk, Inc.
Groysberg & Slind
(Harvard Business Review Press, 2012)
2007-11-05 | 17

18. The CSR community on Twitter
2007-11-05 | 18

19. Social media & partnership
2007-11-05 | 19

20. Social media & partnership
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21. What will the future hold for us?
Source: Lundquist CSR Online Awards Survey 2012
09-11-2012 | 21

22. Surely consumers won‟t read a report?
 They may not know what “CSR” and “sustainability” mean but
their expectations are closely aligned with “experts”
TRUST
• They don’t trust grand claims and generic commitments
CREDIBILITY
• They want credible data and concrete evidence of environmental performance
INTEGRATION
• They are keenly aware of the importance of sustainability to the core business of
selling products & services
PRIORITIES
• They want to see how companies are ensuring the wellbeing of employees,
suppliers and consumers
ONLINE
• They are connected, social, mobile… and impatient
09-11-2012 | 22

23. Strategic approach to the web
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
09-11-2012 | 23

24. Approaches to video: Pepsi
http://www.youtube.com/watch?v=H9o8TaZEK1E
2007-11-05 | 24

25. Approaches to video: CCE
http://www.youtube.com/watch?v=ByHcNZ2c8Mo&feature=related
2007-11-05 | 25

26. Approaches to video: Unilever
http://www.youtube.com/watch?v=cpYhgqPRivw
2007-11-05 | 26

27. Approaches to video: Rainforest Alliance
http://www.youtube.com/watch?v=3iIkOi3srLo
2007-11-05 | 27

28. Thank you
James Osborne
james.osborne@lundquist.it
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
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29. BACK-UP
2007-11-05 | 29

30. Corporate responsibility & the internet
Reporting
Communications
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31. 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
09-11-2012 | 31

32. Web as disruptive factor in the
company-stakeholder relationship
09-11-2012 | 32

33. Time as a critical factor: responsiveness
09-11-2012 | 33

34. Do you prefer a PDF report or online report?
No preference
10,1%
PDF
37,6%
Prefer both
30,9%
Online
21,3%
Source: Lundquist CSR Online Awards
09-11-2012 | 34

35. What about a web-based approach?
Don‟t know
2,8%
Depends on
Don‟t trust assurance
online 11,3%
information
4,0% Very useful
32,2%
Total
positive
Only if
replicated in response
PDF 54.2%
19,8%
Makes no
difference Quite useful
7,9% 22,0%
Source: Lundquist CSR Online Awards
09-11-2012 | 35

36. Current trends in reporting formats
Top 100 listed companies in
Europe by non-financial
report format in 2012
09-11-2012 | 36

37. How are companies responding?
G. NAVIGABILITY & USABILITY 60% .
SEARCH!
C. ENVIRONMENT 59% =
D. SOCIAL 58%
A. OVERVIEW 52% =
J. NEWS & RESOURCES 51% .
STORY-TELLING!
B. REPORTING 48% =
E. ETHICS & GOVERNANCE 41%
H. VISUAL COMMUNICATIONS 32% . VIDEO, DATA VISUALISATION!
I. INTERACTIVITY 31%
SOCIAL!
K. DIALOGUE & CONTACTS 30% .
ENGAGEMENT!
F. SRI 24%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Lundquist CSR Online Awards
09-11-2012 | 37

38. The CSR community on Twitter
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39. Data visualisation
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