Presentation from Black Sun's 'Delivering Digital Sustainability' Seminar

1. DELIVERING DIGITAL CR
17 June 2015

2. CHALLENGES OF DIGITAL CR
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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

9. CR
HOW THE FTSE PERFORMS
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YOUR CR STORY
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Why it’s
important
APPROACH
MANAGEMENT
PERFORMANCE KEY ISSUES
Objectives
Governance Engaging
employees
Case studies
Stated
guideline
Sector specific
content
Results/data
ENGAGEMENT
Feedback
Stories
Policies
Progress
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
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54%
55%
69%
KEY ISSUES
Case studies
Sector specific
content
Policies

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YOUR CR STORY
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46%42%
37%
MANAGEMENT
Governance/
committees
Engaging
employees
Leadership intro

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YOUR CR STORY
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61%
60%
50%
PERFORMANCE
Stated
guideline
Results/data
Progress

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YOUR CR STORY
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32%
30%
8%
39%
Alerts
ENGAGEMENT
Feedback

16. 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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