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Global Social Media and CSR Report Global Social Media and CSR Report Document Transcript

  • The Global Social Media andCSR Report 2011Wolfstar ConsultancyThe Global Social Media and CSR Report |1
  • IntroductionSocial Media and social networks are now all pervasive; theypermeate every aspect of our lives and have had a fundamentalimpact on business, the law and even governments.Citizens of the world are already using social corporate social responsibility activities.media and social networks to talk about what This research is intended to address thatmatters most to them including imbalance and look specifically at how FTenvironmental sustainability, poverty, hunger, Global 500 companies are using socialeducation, and equality. The goal of CSR is media and social networks to support theirfor companies to ensure that their actions corporate social responsibility activity.result in a positive impact on the wider The preliminary phases of the research werecommunity and environment in which they undertaken in partnership with the Centre foroperate. Public Relations Studies within LeedsSocial media and social networks provide a Business School at Leeds Metropolitanmeans for companies to engage in genuine University.dialogue with stakeholders. They provide a The research and analysis was conducted byway of listening to and understanding researchers and corporate communicationsstakeholders enabling companies to develop consultants at Wolfstar Consultancy.CSR strategies that reflect the actual viewsand desires of stakeholders. The research programme was supported by the United Nations Office for PartnershipsMany large companies have already which serves as a gateway for collaborationembraced blogs, Twitter, Facebook and between the private sector and foundationsYouTube and have started to incorporate and promotes partnerships and alliances inthem into their brand marketing activity. furtherance of the Millennium DevelopmentThere have been countless reports and Goals. It was published at the Global Socialresearch papers examining how social media Media and CSR Forum.is used to support marketingcommunications, but there have been farfewer that look at how it is used to supportcorporate communications andThe Global Social Media and CSR Report |2
  • Table of ContentsIntroduction............................................................................................ 2Table of Contents ..................................................................................... 3Executive Summary .................................................................................. 7 Introduction ................................................................................................... 7 Context ......................................................................................................... 7 Findings ........................................................................................................ 8The vision .............................................................................................. 9 Objectives...................................................................................................... 9 Key objectives ................................................................................................................. 9 Broad objectives .............................................................................................................. 9The research ..........................................................................................11The methodology ....................................................................................12 Sample ......................................................................................................... 12 Process ........................................................................................................ 12 Metrics ........................................................................................................ 12 Engagement .................................................................................................................. 12 Update frequency .......................................................................................................... 12 RSS .............................................................................................................................. 13 Twitter ......................................................................................................................... 13 Facebook ...................................................................................................................... 13 Interactive content ........................................................................................................ 13 Alexa rank .................................................................................................................... 13 Quantcast rank.............................................................................................................. 13 Google pagerank ........................................................................................................... 13 YahooI Inlinks .............................................................................................................. 13 Delicious bookmarks ..................................................................................................... 14 Timeline ....................................................................................................................... 14 Ranking ........................................................................................................................ 14The FT Global 500 ..................................................................................15Platforms ..............................................................................................16Regions and Countries .............................................................................18Sectors..................................................................................................19Platforms ..............................................................................................21Regions and countries ..............................................................................22Sectors..................................................................................................23SIGs and NGOs ......................................................................................24 Greenpeace | Nestle palm oil campaign ............................................................... 24The Global Social Media and CSR Report |3
  • Oxfam | social media for social good .................................................................. 25Embedding social media into a corporate communications strategy .....................27The “46”...............................................................................................29 Microsoft ..................................................................................................... 30 Interactive and shareable content ................................................................................... 30 Walmart ...................................................................................................... 30 Interactive and shareable content ................................................................................... 30 General Electric ............................................................................................. 31 Interactive and shareable content ................................................................................... 31 Nestlé ......................................................................................................... 31 Interactive and shareable content ................................................................................... 31 Johnson & Johnson ......................................................................................... 32 Interactive and shareable content ................................................................................... 32 IBM ........................................................................................................... 32 Interactive and shareable content ................................................................................... 32 Wells Fargo .................................................................................................. 33 Interactive and shareable content ................................................................................... 33 Cisco .......................................................................................................... 33 Interactive and shareable content ................................................................................... 33 Novartis ....................................................................................................... 34 Interactive and shareable content ................................................................................... 34 Intel ........................................................................................................... 34 Interactive and shareable content ................................................................................... 34 Citigroup...................................................................................................... 35 Interactive and shareable content ................................................................................... 35 Pepsico ........................................................................................................ 35 Interactive and shareable content ................................................................................... 35 Telefonica .................................................................................................... 36 Interactive and shareable content ................................................................................... 36 GlaxoSmithKline .......................................................................................... 36 Interactive and shareable content ................................................................................... 36 Sanofi .......................................................................................................... 37 Interactive and shareable content ................................................................................... 37 BNP Paribas ................................................................................................. 37 Interactive and shareable content ................................................................................... 37 Verizon ........................................................................................................ 38 Interactive and shareable content ................................................................................... 38 Schlumberger ................................................................................................ 38 Interactive and shareable content ................................................................................... 38 E.ON .......................................................................................................... 39 Interactive and shareable content ................................................................................... 39 McDonald’s ................................................................................................. 39 Interactive and shareable content ................................................................................... 39 AstraZeneca .................................................................................................. 40 Interactive and shareable content ................................................................................... 40 SAP AG ...................................................................................................... 40 Interactive and shareable content ................................................................................... 40 Allianz......................................................................................................... 41The Global Social Media and CSR Report |4
  • Interactive and shareable content ................................................................................... 41 Bradesco ...................................................................................................... 41 Interactive and shareable content ................................................................................... 41 Bayer .......................................................................................................... 42 Interactive and shareable content ................................................................................... 42 Home Depot ................................................................................................. 42 Interactive and shareable content ................................................................................... 42 BBVA .......................................................................................................... 43 Interactive and shareable content ................................................................................... 43 RWE ........................................................................................................... 43 Interactive and shareable content ................................................................................... 43 Eli Lilly ....................................................................................................... 44 Interactive and shareable content ................................................................................... 44 Posco .......................................................................................................... 44 Interactive and shareable content ................................................................................... 44 Nova Nordisk .............................................................................................. 45 Interactive and shareable content ................................................................................... 45 Reckitt Benckiser ........................................................................................... 45 Interactive and shareable content ................................................................................... 45 Monsanto .................................................................................................... 46 Interactive and shareable content ................................................................................... 46 Sony .......................................................................................................... 46 Interactive and shareable content ................................................................................... 46 Vivendi ....................................................................................................... 47 Interactive and shareable content ................................................................................... 47 Maersk ........................................................................................................ 47 Interactive and shareable content ................................................................................... 47 Vinci ........................................................................................................... 48 Interactive and shareable content ................................................................................... 48 FedEx ......................................................................................................... 48 Interactive and shareable content ................................................................................... 48 Standard Bank .............................................................................................. 49 Interactive and shareable content ................................................................................... 49 ICICI Bank .................................................................................................. 49 Interactive and shareable content ................................................................................... 49 Exxon Mobil ................................................................................................ 50 Interactive and shareable content ................................................................................... 50 Wipro ......................................................................................................... 50 Interactive and shareable content ................................................................................... 50 Centrica ...................................................................................................... 51 Interactive and shareable content ................................................................................... 51 Applied Materials .......................................................................................... 51 Interactive and shareable content ................................................................................... 51 Staples Inc ................................................................................................... 52 Interactive and shareable content ................................................................................... 52 Aviva .......................................................................................................... 52 Interactive and shareable content ................................................................................... 52Glossary of Terms ...................................................................................53The Global Social Media and CSR Report |5
  • About ...................................................................................................56 Wolfstar Consultancy ...................................................................................... 56 United Nations Office for Partnerships ................................................................ 56 Centre for Public Relations Studies, Leeds Business School ...................................... 56The Global Social Media and CSR Report |6
  • Executive SummaryIntroduction For the purpose of clarity, social media inThis summary is intended to provide a this context included the organisationsbrief introduction as to why the survey own website, blogs, Twitter, YouTube,was undertaken, details of the Facebook, podcasts and RSS feeds. Itmeasurement criteria, and the top line was then possible to analyse the mostresults. frequently used platform, identify anyThe research was initiated by Wolfstar geographical variants and report onConsultancy, in association with the sector engagement.Centre for Public Relations Studies atLeeds Metropolitan University, and Contextproduced in partnership with the United The ‗Global Social Media and CSRNations Office for Partnership in Report‘ was initiated to providefurtherance of their Millennium unprecedented insight into the extent toDevelopment Goals. which the world‘s largest companies areThe research was intended to assess the using social media to communicate theirlevel of meaningful engagement in social corporate social responsibility activitiesmedia and social networks for the online.corporate social responsibility activities of Social media has and will continue tothe FT Global 500 companies. have transformative implications for theThree phases were undertaken between future of corporate communications; itSeptember 2010 and May 2011. The represents a shift in consumersurvey results were published in London opportunity away from the transactionalon 2 June 2011. The survey was not marketing paradigm and towardsintended to rank organisations but it was relational engagement.intended to measure and create a Global companies and large organisationsbenchmark for engagement. All 500 are subject to constant public scrutiny,companies were assessed online, and the emergence of interactive onlinesearching for easily located sites that the media forces the corporate agenda toaverage user of the internet would find. A prioritise transparency and accountability.detailed methodology can be found in the Social media tools and channels allowfull report. companies to proactively enter into a two- way dialogue with their customers,The Global Social Media and CSR Report |7
  • employees and stakeholders; they As the majority of the companies on the provide the opportunity to communicate FT Global 500 list are US based, it is openly and honestly, and generate by- hardly surprising that North America products of trust, brand advocacy, and recorded the most uptake (43%), followed loyalty. by Europe (35%) and Asia (16%). The survey compared organisations Findings across 37 different sectors, with the most 46 of the FT Global 500 companies active being finance and banking (14%), surveyed were found to be using social oil and gas (9%) and technology (4%). media to communicate their corporate social responsibility strategies in a coordinated, coherent and meaningful manner. This meant that the organisation regularly engaged in two-way dialogue, engagement and interactivity online. Update frequency, visits, comments and the ability to respond, were all included in the methodology. 60% of the companies surveyed were using some form of social media activity to communicate their CSR strategy: 107 companies used RSS feeds 102 companies used embedded video 56 companies used Twitter 44 companies used Facebook 40 companies used YouTube 22 companies used a blog The Global Social Media and CSR Report |8
  • The vision To analyse and evaluate the benefits of utilising social media as a channel for the communication of corporate social responsibility to establish a global benchmark and to make recommendations for how corporations can engage more effectively. marketing communications context, little Objectives research has been carried out beyond this. Key objectives  Truly ‘social’ communication - How can To deliver research that demonstrates the social media facilitate dialogue and is it potential for utilising social media to being used to do so? Does this lead to maximise global CSR, corporate citizenship more inclusive and enlightened CSR and corporate philanthropy. practice? How does this benefit corporate communication, and, more importantly To present the results at a summit society? conference attended by leaders in global business and communications.  Two-way dialogue - Social media tends to be used as a one-way communication To utilise this summit to bring together channel, yet it facilitates two-way, global thought leaders in online CSR, social transparent and strategic stakeholder media, and corporate benevolence. engagement. The survey seeks to find To publish the results globally to create a best practice in this area, in the context of benchmark for best practice and guidance CSR. for improvement.  Trust - If businesses are to rebuild and Create a framework for this to become an maintain stakeholder trust, traditional annual research event and summit. approaches to corporate communication need to be reframed. In the aftermath of Broad objectives the credit crunch and banking collapse, New unexplored territory - Social media commercial and political rhetoric as a tool of corporate communications is dominated the media agenda around the still in its infancy. While work has been to need for a new social contract between undertaken to examine its impact in a business and society, yet little has been The Global Social Media and CSR Report |9
  • heard or seen of organisations attemptingto establish these relationships.The Global Social Media and CSR Report | 10
  • The researchThe research examined how companies in the FT Global 500 2011 usesocial media and social networks to support their corporate socialresponsibility (CSR) activity.The research was undertaken between frequently used platforms as well as theSeptember 2010 and May 2011 and most active countries, regions andanalysed the visible online social web industry sectors. The most activeactivity of all 500 companies. It looked companies that were using severalonly at what could easily be found by the platforms were then analysed and profiledaverage internet user searching the in greater detail.internet using popular search engines, The report is not intended to rank thesocial media and social network sites. companies or identify any correlationSocial media has numerous definitions between how well companies perform intherefore the research looked to see if CSR and how well they utilise socialcompanies were using any of the media. It is intended to provide a startfollowing platforms: blogs, Twitter, point for further investigation.YouTube, Facebook, podcasts, othervideo and RSS. It then analysed the mostThe Global Social Media and CSR Report | 11
  • The methodologyThe audit process for highlighting the effectiveness of CSRcommunication is based on the following methodology: an interrogation of the space on a muchSample broader macro scale which lends itself toThe team collected data from the the annual comparison report.Financial Times Global 500. The samplelooked at what these organisations were Metricsusing to communicate their CSR activities A crucial part of the research was to firstlyonline; this could be a static page, a blog, define what ‗social media‘ was. Sociala Twitter stream, a Facebook page, a media encompasses many onlineYouTube channel, an online newsroom or networks and technology, but in thisa combination of these. context we worked with the assumption that ‗social media‘ was anything thatProcess facilitated ‗two-way dialogue‘ andThe entire FT 500 and their online CSR presented ‗interactivity‘.activity was analysed with a number of Therefore we created a matrix of metricsmetrics applied to the sample. Those then that would allow us to gauge how ‗social‘deemed to be making the best use of the CSR communication strategies ofsocial CSR communication were these brands were. These metricsextracted and put onto a second list. The included:companies on this second list were thenused for a more intricate analysis. EngagementThe process was based upon intensive Engagement was weighted on a 1- 10qualitative research where each platform point system; the higher the score, thewas analysed by both public relations and greater the opportunity for interactivity.social media practitioners and academics This interaction could be the opportunityto gain an understanding of the type of to comment, watch a video, subscribe tocontent they produce, which subjects a feed, explore an interactive map orthey cover and how the content was compile a customisable report.functioning from a communications Update frequencyperspective. This allowed the analysis ofeach platform on a micro scale, as well as Again this was scored on a 1-10 point system, we worked on the presumptionThe Global Social Media and CSR Report | 12
  • that ‗update frequency‘ referred to how input (by stand out we mean it was visiblefresh the content on the platform or page and easily accessible). This includedappeared to be. For example ‗10‘ would infographics, interactive maps, podcasts,be updated daily and ‗0‘ would be a static customisable reports, graphs and webpage. chats.Platforms that used blogs were easy to Alexa rankdeduce and rank, but it was slightly more Alexa rank is a metric that estimatesproblematic measuring those that didn‘t, traffic and ranks sites accordingly witheven if they were interactive. Therefore we lower rankings indicating higher levels ofsurveyed the content contextually, looking traffic.. For example the website with theto see how often the information most traffic on the web would have a rankappeared to be revised. of 1, and those with low volumes wouldRSS have ranks in the millions.We gauged whether the platform/page Quantcast rankfacilitated and visibly offered subscription Quantcast is a metric that measuresvia an RSS feed, using ‗yes‘ or no‘. traffic. It is arguably more accurate thanVideo Alexa as it doesn‘t depend on a userWe gauged whether the platform/page community using its toolbar. The lowerhosted video content using ‗yes‘ or ‗no‘. the rank, the higher the volume of traffic.Twitter Google pagerankWe gauged whether the platform/page Google pagerank is measured between1-had visible links to a Twitter steam using 10 and weights the importance of every‗yes‘ or ‗no‘. The analysis here stipulated web page on the internet contextually. Forwhether the stream was CSR dedicated example, a page with a higher rank willor for corporate use. hold a higher position amongst relevant search results. The scores are calculatedFacebook based on the number and quality ofWe gauged whether the platform/page inbound links from other websites. Thishad visible links to a Facebook page means higher ranking inbound links boastusing ‗yes‘ or ‗no‘. your own site‘s ranking.Interactive content YahooI InlinksWith this metric we made notes of any Essentially Yahoo Inlinks is the number ofstand out content that facilitated user external sites that are linking to the site inThe Global Social Media and CSR Report | 13
  • question or its content. It is often known which is more comprehensive than aas a measure of influence, but in isolation single shot analysis.it isn‘t a robust enough metric. RankingDelicious bookmarks As organisations used a variety ofDelicious bookmarks is the rank related to different social aspects, a specificthe number of times the page/content has compound could not be created.been bookmarked on Delicious. Broken Therefore a ranking was created using adown, they are sorted by a combination human analysis of the metrics.of relevance and popularity. For example,a bookmark that is very relevant to‗football‘ and saved by 100 people mayrank higher than one that is only slightlyrelevant to ‗football‘ but saved by 300people.TimelineThe research took place over six monthsand involved three intensive stages. Thisallowed us to create empirical analysisThe Global Social Media and CSR Report | 14
  • The FT Global 500The Global Social Media and CSR Report | 15
  • Although only 46 companies were found to be consciously using socialmedia to support their corporate social responsibility activity, othercompanies within the FT Global 500 were using some social techniquesin isolation.PlatformsApproximately 60% of the companies isolation with seemingly no real strategywere using some form of social activity or objectives.within their online CSR strategy; the most The FT Global 500 social presences werepopular was RSS feeds (107 companies) made up of: YouTube channel (40and embedded video (102 companies). companies), Twitter (56 companies),However, much of this was done in Facebook (44 companies), and a blog (22The Global Social Media and CSR Report | 16
  • companies). Though Twitter was the most popular social channel to be used by the FT Global 500, but still only a tenth of companies had presences.Socialcontinents Continents The Global Social Media and CSR Report | 17
  • Regions and Countries The majority of FT Global 500 countries The most social continents are North are US based, followed by Japan (8%), America (43%), Europe (35%), and Asia and Canada, China, France, and the UK (16%). The most social countries are the (5% each). United States (39%), United Kingdom (9%), Japan (8%), France (7%) and Germany (6%).Countries The Global Social Media and CSR Report | 18
  • SectorsThe FT Global 500 includes countries equipment‘ (4%). This is alsofrom across 37 different sectors. representative of the most social sectors: ‗banks‘ (12%), ‗oil and gas producers‘Most of the companies are in the ‗banks‘ (11%), ‗pharmaceuticals andsector (14%), with ‗oil and gas producers‘ biotechnology‘ (6%), and ‗technology,being the second largest sector (9%), hardware and equipment‘ (5%).followed by ‗technology, hardware andThe Global Social Media and CSR Report | 19
  • Active CompaniesWolfstar Consultancy identified 46 companies that weremeaningfully engaging in social media and social networksfor their corporate social responsibility activities. The Global Social Media and CSR Report | 20
  • cPlatformsThe social platforms and techniques used videos are embeddable and a channelmost frequently are RSS and embedded can provide cohesion as a video archive.video, which are both used almost In terms of presences on social networks,ubiquitously across the 46. Noticeably, a 28 of the 46 are using Twitter, 22 havehigher proportion of the companies are YouTube channels, 19 are on Facebookusing embedded video, rather than and 20 have blogs.YouTube. This is interesting as YouTubeThe Global Social Media and CSR Report | 21
  • The number of companies using podcasts making use of the medium. is significantly lower, with only threeSocialcontinents Social countries Regions and countries Of the 46 companies, 44% are based in that North America (38%) has more FT the United States, followed by Germany 500 companies overall than Europe (29%) (11%), the UK (11%), France (9%), and does. There are few companies from Denmark (5%). However taken as a South America and Africa (4% total), and whole, Europe accounts for slightly more 9% of the companies in the list accounted of the active companies than North or are Asian. America (43%). This is despite the fact The Global Social Media and CSR Report | 22
  • SectorsThe most active sectors comprise ‗banks‘ Interestingly ‗oil & gas producers‘and ‗pharmaceuticals & biotechnology‘ represent 9% of the companies within the(15% each). They are followed by FT Global 500, the second highest sector,‗software & computer services‘ (9%) and yet only represent 2% of the most social‗technology, hardware & equipment‘, companies. Other low sectors within the‗general retailers‘ and ‗gas, water & list include: ‗travel & leisure‘, ‗beverages‘,multiutilities‘ (7% each). ‗chemicals‘, ‗construction & materials‘, ‗general industrials‘, ‗household goods &The Global Social Media and CSR Report | 23
  • home construction‘, ‗industrial metals & ‗media‘, ‗nonlife insurance‘ and ‗oilmining‘, ‗leisure goods‘, ‗life insurance‘, equipment & services‘ (2% each).SIGs and NGOsIn times of crisis it is imperative for any company to have a social mediamonitoring system in place in order to best pre-empt and comprehenda potentially damaging situation.If companies are already engaging and global special interest groups and non-have a presence in this space, then this is governmental organisations have, andparticularly advantageous in terms of continue to make an innovative use ofcredibility when dealing with these social media in their communication andsituations. campaign strategies.Although the majority of large companiesare failing to fully harness social media,Greenpeace | Nestle palm oil campaignGreenpeace launched an activist shared it through Twitter and other socialcampaign to persuade Nestle to channels. Viewers and users threateneddiscontinue its relationship with the Sinar to boycott Nestle and began to attackMas Group, because of its invasion of them for a lack of environmental ethics.rainforests and orangutan habitats. Nestle soon released a statement statingThe campaign started with a YouTube their concern around the devastation ofvideo spoof of the Kit-Kat ‗Take a Break‘ rainforests and committed to usingadverts. The spoof sees an office worker certified sustainable palm oil by 2015.finds an orangutan‘s finger in his Kit-Katand eats it as if it were normal chocolate.The video bore the slogan: ‗Stop Nestlebuying palm oil from companies thatdestroy the rainforests‘.YouTube quickly took it down, butGreenpeace reposted on Vimeo andThe Global Social Media and CSR Report | 24
  • Oxfam | social media for social goodOxfam has not only taken social media to share, but still with a relevant andthe heart of its communications strategy, important message.but it has allowed it to permeate everyaspect of its business model and policy. Ituses social to drive donations, raiseawareness and to reach areas of theworld where traditional media falls short.The day after the Haitian earthquake,Oxfam created a YouTube video,featuring a personality from its mediateam describing the event and asking for Oxfam‘s most successful viral videodonations. The video was supported on campaign was entitledTwitter and other social channels, and ‗Grooveyourbump‘. The video featuredwas eventually picked up on YouTube‘s both professional dancers and pregnanthomepage, where it eventually received women dancing on London‘s Southbank.around 700,000 views. Oxfam claim that it The video was designed to raisegenerated a ‗trackable‘ £30,000 in awareness that every day 1,400 womendonations, with yet more unaccounted die in childbirth around the world and hadfor. the tagline ‗if you think this is dangerous try giving birth in poor countries without a midwife, hospital or medicine.‘ To date, it has had more than one million views.Another similar video campaign; ‗Don‘tDrop the Ball on Aid‘, comprised a viralaimed at persuading governments tokeep up with their aid commitments. Itpiggybacked on the World Cup, byfeaturing members of the publicshowcasing their football skills and gaveviewers something topical and unique toThe Global Social Media and CSR Report | 25
  • In addition to its vital video campaigns,Oxfam has presences on Twitter andFacebook and has a multimedia rich blogfeaturing video, imagery, and interactivemaps.The Global Social Media and CSR Report | 26
  • Embedding social media into a corporatecommunications strategySocial media is not a standalone activity or channel but it only works if itis embedded coherently into a company‘s overall corporatecommunications and corporate social responsibility strategies.Understand and shrink the online support business objectives and canspace: Many companies are afraid to be properly resourced, measured andengage in social media and social evaluated.networks at a corporate level because Incorporate social media into yourit appears to be too large and corporate communicationsconfusing. The first step is to start strategy: Now that you understandunderstanding the space by auditing it the space and have defined yourto find out the blogs, media, forums, objectives it is possible to startnetworks and individuals that are most identifying actual tactics that can berelevant to you. Conversations should delivered and implemented. Too manybe analysed to identify topics and companies make the mistake ofthemes that have relevance – for starting with the deliverable andlearning, engaging or identifying decide to create a Facebook page, setpotential crises and issues. Once the up a Twitter account or start a bloginitial audit has been completed it is without any clear objective or plans forpossible to continue monitoring the how it will be sustained andspace using a combination of paid developed.and free online tools. Get board level buy-in: This variesSet objectives and goals: Once you from company to company, but inunderstand the space it becomes many large companies it is difficult topossible to set specific get board level buy-in until you‘vecommunication objectives that willThe Global Social Media and CSR Report | 27
  • evidenced that there is something activity is that there is a lot that can beworth buying into. That is why it is a measured (visits, followers, fans etc.),good approach to complete the first but it is more important to evaluatethree preparation stages first. how effective it is in contributing to achieving overall communications andSecure adequate resources: The business objectives.right resources means more than justsecuring a budget. That will pay for anin-house person and/or externalconsultancy, but it won‘t ensure thesuccessful delivery of yourprogramme. You need to get buy-inand active engagement from peopleactually involved in the day-to-dayimplementation of your CSR strategy.It is rude to walk out of aconversation: Once you have startedengaging with stakeholders on socialmedia and social networks you‘ve gotto stick with it. Developing a dialoguewith an active and engagedcommunity also has the benefit ofcreating a reservoir of goodwill andtrust that can be tapped in a crisissituation.Continuous improvement – Just aswith any other aspect of corporatecommunications activity, it is essentialto continuously measure and evaluatethe success of social media activity inorder to constantly improveperformance. One benefit of onlineThe Global Social Media and CSR Report | 28
  • The “46”Profile sheets analysingsocial media activity aroundCSR effortsThe Global Social Media and CSR Report | 29
  • MicrosoftMicrosoft is currently active on Twitter and Facebook, italso has a regularly updated, multimedia rich blog;‗Microsoft Unlimited Potential‘. Interactive and shareable content Microsoft communicates the majority of its CSR work through the ‗Unlimited Potential‘ blog. Infographics  Video content Two subjects dominate the posts: stories around  Microsoft‘s CSR work and initiatives around the world and Images  how technology can benefit the environment and society. Data  visualisation The content includes guest posts from people working on  the initiatives and imagery is used to showcase the work Customisable  and the personalities undertaking it. reports Engagement on the blog is relatively high and with many of the posts stimulating debate and discussion.WalmartWalmart uses the hashtag #fighthunger to stream afeed to their ‗Walmart Gives Back‘ blog. It has a rangeof authors using images and video to createpersonable posts. Interactive and shareable content Walmart‘s ‗Give Back‘ blog contains content from six Infographics  authors; all who have their own profile on the site and write about specific issues. Video content  Images  Much of the blog content is centred on tackling hunger and poverty in the US. Specific campaigns it supports Data  visualisation include ‗Feeding America‘, ‗Meals on Wheels‘ and ‗The  Campus Kitchen Project‘. Video content often Customisable  reports accompanies the stories around the campaigns.The Global Social Media and CSR Report Engagement is medium, with many of the comments | 30 thanking and congratulating Walmart for their efforts.
  • General ElectricGE provides in-depth accounts of CSR commitments andresults, using a clear and image heavy format. Interactive and shareable content GE‘s citizenship site is image rich with clear sections and detailed results of current campaigns. There is a great Infographics  deal of information and content, including downloadable Video content  reports. There is a featured news section along with a list Images  of recent news releases. Data  GE is transparent in its aims and objectives, setting out visualisation  plans for its CSR activities. It provides lengthy articles in Customisable  the ‗stories‘ section which in-depth accounts of the reports citizenship campaigns.NestléNestlé provides a large range of multimedia contentand encourage users to share. It also links directly tothe YouTube and Flickr accounts. Nestlé focuses around the ‗Creating Shared Value‘ Interactive and campaign, and produces a lot of content for it. This shareable content includes a cash prize for an individual, NGO or small Infographics  business making an effort to help their community. Video content  The site also includes an interactive map with a range of Images  case studies of those helped by Nestlé‘s CSR efforts. Data  Though there is no option to comment directly on the site, visualisation  its Twitter and Facebook are frequent updated and allow Customisable  users to engage and debate issues, such as palm oil. reportsThe Global Social Media and CSR Report | 31
  • Johnson & JohnsonJohnson & Johnson has both a content rich site withPDF downloads and a video and image heavy blog,documenting real life case studies. Johnson & Johnson‘s PDF downloads from the main site Interactive and highlight its CSR plans and display the results in infographic shareable content form. Infographics  The ‗J&J BTW‘ blog has a more casual approach, giving Video content  Johnson & Johnson a personable voice and discuss issues Images  or criticisms of the company, as well as allowing readers to Data  comment. visualisation Both the blog and main site link to social channels, including  Customisable YouTube, Facebook and Twitter, which are regularly  reports updated.IBMIBM‘s CSR report provides an interesting and interactiveway of looking at data. It also supports the ‗A SmarterPlanet‘ blog, discussing and debating relevant issues. Interactive and The IBM CSR report is packed with infographics and shareable content interesting data visualisation viewed using a slide bar of Infographics  images. There is also an interactive map for global citizenship. Video content  The ‗Smarter Planet‘ blog discusses how technology affects Images  the future of the world and the people in it. There are Twitter  and Facebook accounts linked with the blog, which are Data visualisation updated regularly with discussion, image and videos. Fans of  the blog interact more with the social channels than with the Customisable  reports blog itself.The Global Social Media and CSR Report | 32
  • Wells FargoThe main site discusses ‗Wells Fargo in the Community‘,including its commitment to giving both locally andnationally. It also blogs on the ‗Wells Fargo EnvironmentalForum‘. Interactive and Wells Fargo‘s site discusses several of its commitments, shareable content including building housing, providing grants for communities and improving the environment. Results of these campaigns Infographics  are also supplied. Video content  The blog allows users to give feedback and debate issues Images  with members of the Wells Fargo company. The blog mainly discusses ways in which Wells Fargo is improving the Data  environmental impact of the company, as well as visualisation  highlighting ways individuals can improve their carbon Customisable  footprint. The blog features videos, image and polls to get reports users engaged and interested.CiscoCisco‘s Community and Philanthropy section of the siteprovides links to many social media channels, as well aspodcasts and a Flickr account. Interactive and The main site provides a range of channels for users to shareable content engage with and share content. These focus around providing Infographics  information on technological advances and about Cisco. Video content  The blog has embedded several social apps, such as a way to Images  see how many views each post has (one with over 45,000) Data  and share buttons for Facebook and Twitter with a tally of visualisation how many times each post has been shared.  Customisable The blog has several authors, and the topics discussed range  reports from news about Cisco‘s CSR commitments to advice about technology.The Global Social Media and CSR Report | 33
  • NovartisThe Novartis site has a large amount of content,mostly available for download in PDF format. Thereare also Facebook and YouTube channels, bothupdated regularly. Novartis discusses its patient-centric approach to research Interactive and and development as well as the ethical considerations in shareable content business conduct. Along with support for patients and Infographics communities and environmental care.  Video content  Both the YouTube and Facebook channel are kept regularly updated. The YouTube channel in particular has drawn 820 Images  subscribers with the most popular video gaining over Data  27,000 views. The videos are well produced, and give visualisation  Novartis a chance to inform users on the company, and Customisable voice its side of the story on controversial issues, such as  reports animal research and drug development.IntelIntel discuss the environment, community, education,ethics and its foundation on the main site, with a feeddirectly from its blog. Interactive and Intel‘s social media channels are regularly updated with shareable content news, including that from the CSR team. The CSR blog receives weekly updates, and discusses current campaigns Infographics  and milestones, as well as more personal blog posts from Video content  staff on the CSR team. The dedication of the staff at Intel is Images evident on the CSR blog.  A recent blog post also stated that the team are working on a Data  visualisation ‗bite size‘ additional CSR annual report, to allow readers to  get the main facts and results without reading through the Customisable  longer report. This will expand on the use of data reports visualisation in the main report.The Global Social Media and CSR Report | 34
  • CitigroupThe Citigroup blog discusses a range of business and CSRissues, offering advice and inviting suggestions from itsaudience. Interactive and The Citigroup blog covers a range of topics, including affordable housing, helping homeowners and campaigns from shareable content the Citigroup foundation. Infographics  The blog features image and video content, and also allows Video content  users to privately submit questions and suggestions to provide Images  input into Citigroup in their development. The employee image ‗tiles‘ in the background link to case studies and videos. Data  visualisation The main site offers regular press releases with Citigroup‘s  CSR and pro bono efforts. The Twitter feed promotes these Customisable  news releases, along with blog posts. reportsPepsicoPepsico discusses its CSR efforts in the sustainabilitysection of the site. The Indian main site has a dedicatedCSR section. The global site provides information on the 11 global goals set Interactive and out by Pepsico in 2009 to provide support for those in both shareable content developed and developing countries. Infographics  The site provides updates on the CSR development in human, Video content  environmental, talent and sourcing sustainability, with video to show progress. Images  The Indian site has many location specific aims. Viewing this on Data  the site provides readers with interactive data visualisation on the visualisation  progress and strategy for the campaigns, such as water aid, Customisable  farming and healthy children. reportsThe Global Social Media and CSR Report | 35
  • TelefonicaTelefonica provides a very detailed and dedicated site withinformation on its range of CSR activities, along with anRC and Sustainability blog. Telefonica‘s CSR site is a separate site from the main site, Interactive and allowing it to focus directly on its campaigns, results and shareable content provide a wealth of content and sustainability. This includes Infographics information on Telefonica‘s drive towards sustainability, their  culture of responsibility, environmental and climate change Video content  issues, social innovation and transparency. Images  The blog is another separate site, providing up to date news, Data  images and videos, along with feeds from its Twitter and visualisation  Facebook streams as well as a calendar with upcoming Customisable  events. The blog promotes social innovation, children and reports ICT, energy efficiency and stakeholder engagement.GlaxoSmithKlineGlaxoSmithKline‘s CSR section of the site is verydetailed, providing section by section anaylysis ofthe annual report and updated content on its blog. Interactive and GlaxoSmithKline‘s CSR section of the site provides an in- shareable content depth look at each section covered in the report, with Infographics  options to download specific sections or the full document. Video content  Images  The ‗More than Medicine‘ blog gives GlaxoSmithKline chance to demonstrate their CSR commitments, such as Data  training medical staff in developing countries and visualisation  providing a ‗smile‘ for babies born with cleft lip palates. Customisable  The posts are promoted on the GlaxoSmithKline Twitter reports and Facebook streams.The Global Social Media and CSR Report | 36
  • SanofiSanofi provides information on its CSR and ethics andresponsibilities its main site, with focus on specificcampaigns. Interactive and shareable content Sanofi‘s CSR activities focus around three campaigns; the fight against malaria, the value of vaccines and diabetes. Infographics  Each campaign has a section on the site, providing insight Video content  into what Sanofi is doing to help and promote the causes Images  with accompanying videos, interviews and case studies. Data  visualisation The ethics and responsibility section of the site discuss  the campaigns around access to medicines, sustainability Customisable  and social responsibility. Sanofi also has the Sanofi Espoir reports Foundation, aiming to reduce world health inequalities.BNP ParibasBNP Paribas provides a vibrant and highly socialapproaching to promoting its CSR activities, with adedicated blog and several social channels. The philanthropy section on the main site includes a film and Interactive and presentation around the efforts of the BNP Paribas shareable content Foundation, which aims to support research projects in the Infographics  medical and environmental field and support the arts. Video content  The blog, ‗Committed for a Changing World‘, discusses Images  issues such as culture, diversity, education, environment, Data health and sustainable finance. The blog is updated by a  visualisation range of team members and the posts are promoted through  the social media channels. Customisable  The blog invites readers to get involved, either in discussions, reports feedback or as a contributor.The Global Social Media and CSR Report | 37
  • VerizonVerizon effectively uses social media and microsites tocomminicate its CSR messages and objectives. Interactive and Verizon‘s corporate responsibility site section demonstrates shareable content the actions being taken in recent campaigns, including Infographics  donating handsets to domestic violence victims, investing in education, helping to make the internet a safer place and Video content  reducing its carbon footprint. Images  Verizon also has a separate responsibility blog, which is Data  visualisation written by high-ranking members of the Corporate  Responsibility team and Verizon Foundation. The blog Customisable reports documents work Verizon has been doing, along with a ‗Kudos‘ button to rate the articles.SchlumbergerSchlumberger discuss CSR aims on its main site, as wellas using the SEED community to promote its educationaldevelopment goals. Interactive and The Schlumberger main site highlights its CSR efforts in climate change, environment, driving safety, malaria prevention, shareable content HIV/AIDS and education. The malaria action includes equipping Infographics  employees in risk countries with prevention programs and kits. Video content  The education efforts include the SEED blog. SEED is a Images  volunteer-based education programme to educate underserved Data  communities, which allows members to blog and participate in visualisation forums, as well as meet students and teachers, join  Customisable collaborative projects and view online education resources.  reportsThe Global Social Media and CSR Report | 38
  • E.ONE.ON has a clear set of CSR objectives and makes aneffort to hear back from its audience via the ‗TalkingEnergy‘ site. Interactive and E.ON explains its CSR objectives on its main site, which shareable content includes supporting schools and communities, Infographics  environment, government policy, history, procurement and Video content  technology. There are also CSR podcasts. Images  E.ON also has the ‗Talking Energy‘ site, which allows user Data  to log in and give their feedback and debate issues. The visualisation topics with the most mentions are also displayed live on  the homepage. The site makes use of video and polls, as Customisable  well as tracking E.ONs responsibilities and responsibilities. reportsMcDonald’sMcDonald‘s outlines its goals and progress towardsachieving them in a clear graphics and use videos andblogs to demonstrate results to its audience. Interactive and The McDonald‘s CSR report discusses their goals for shareable content nutrition and wellbeing, supply chain sustainability, Infographics environmental responsibility, employee experience,  community and GRI index. It also highlights the 2011-2013 Video content  goals (which are displayed as progress bars in the full Images report) and shows its process from ‗farm to front counter‘.  Data Its blog, ‗Open to Discussion‘ is written by the vice  visualisation president and other employees at the company, who give  personal perspective on issues, challenges and engage in Customisable reports  dialogue with their audience.The Global Social Media and CSR Report | 39
  • AstraZenecaAstraZeneca engages with its audience via the‗AZHealthConnections‘ blog and allow charities andNPOs to apply online for donations. Interactive and AstraZeneca outlines its community support on its main site, shareable content which is divided into charitable donations and employee volunteering. The charitable donations area allows NPOs and Infographics  charities local to AstraZeneca‘s key sites to apply for support Video content  in promoting health care in the local community and Images promoting science education and skills.  Data  Employees are also encouraged to volunteer in their visualisation communities and their stories are shared in the  ‗AZHealthConnections‘ blog. The blog also provides videos in Customisable  which professionals give advice on a range of healthcare reports issues for patients.SAP AGSAP supports a range of incentives and communicatewith its audience through various social channels andits own community network. Interactive and SAP supports several programs as part of its CSR shareable content campaign, including scholarship, partnership, community involvement, university alliances and matching gift Infographics  programs. Video content  SAP also has a ‗Community Network‘, which allows users Images  to build networks and gain insight and information from Data  experts, as well read the SAP blog, articles and podcasts, visualisation create their own blog, contribute in forums, access the  Customisable eLearning and downloads section and view career advice  reports and upcoming events.The Global Social Media and CSR Report | 40
  • AllianzAllianz outlines its CSR strategy and global issues, as wellas demonstrating sustainability in practice andcommunicating the results through social channels. Allianz use interactive graphics and data to allow its Interactive and audience to see the actions and results of its sustainability shareable content in practice, such as view graphs and charts of several Infographics  issues, including the company‘s greenhouse gas emissions. Video content  The ‗Knowledge Blog‘ discusses a range of topics, from Images  financial issues to climate change and alternate energy Data  sources. Audiences can interact and pick topics to be visualisation  discussed in future posts, as well as subscribe to news letters or join to 37,000+ people following the blog on Customisable  Facebook. reportsBradescoBradesco uses podcasts and video content as a sourceto publish information. It also has an RSS feed sopeople can receive instant updates on the company‘snews. Interactive and shareable content Bradesco has a specific page on its website, which is Infographics  based on their CSR. Video content  The social- environmental responsibility outlines its Images  strategies and reviews its sustainable finance, responsible  management and social-environmental investments. Data visualisation  The podcasts allow audiences to learn about what it is Customisable  doing as part of its CSR. reports The Global Social Media and CSR Report | 41 
  • BayerBayer is an active user of YouTube, Twitter, Facebook andPodcasts. Its podcasts are a direct way of hearing aboutits latest developments and achievements. Interactive and Bayer has a Facebook fan page for its sustainability shareable content actions. The page gives people the details of each step it Infographics  take to being sustainable and how they incorporate CSR Video content  in the everyday running of the organisation. Images  The ‗Bayer Climate Program‘ is linked directly through the Data  Facebook page and contains updated news, links and visualisation  reports on its CSR efforts. Customisable  reportsHome DepotHome Depot has an active presence on Facebook,YouTube, and Twitter. It actively engages audiences anddisplays the way in which it implements CSR into itsbusiness. Home Depot uses Facebook and Twitter as a regular way Interactive and of communicating its on-going CSR behaviour and shareable content actions. Infographics  It has an extremely social presence, which displays its Video content  progress and attitude surrounding CSR. Images  It currently has an on-going site dedicated to ‗The Home Data  Depot Foundation‘, giving knowledge to audiences about visualisation its initiatives.  Customisable  Its content includes new and on-going work to benefit reports disadvantaged families at their homes as part of its CSR.The Global Social Media and CSR Report | 42
  • BBVABBVA actively uses YouTube and Twitter to display andupdate its CSR programs. It also has an information pageon corporate responsibility. Interactive and BBVA engages with its audiences using its YouTube shareable content channel. Its Twitter allows audiences to follow and hear Infographics the latest news.  Video content  BBVA also provides a large amount of information based on its CSR on a separate page linked through its Images  homepage. This allows reports to be downloaded and Data  visualisation transparently lists information about its CSR policies,  intentions and actions. Customisable  reports   RWERWE uses Facebook and Twitter as forms of socialinteraction to allow its CSR content to be shared online. REW uses Facebook and Twitter to allow its webpage Interactive and content regarding CSR to be shared. This helps gain shareable content interaction from its readers and interest groups. Infographics  The ‗Responsibility‘ page directly links to the different Video content  reports, figures and graphs, which summarise its efforts to Images  being a responsible corporation. Data  The page gives a direct contact email for the head of visualisation  corporate responsibility. Customisable  reports The Global Social Media and CSR Report  | 43
  • Eli LillyEli Lilly is interactive with YouTube, Twitter, videos andblogging. Its blog, Lilly Pad, has regular posts written byemployees about the different initiatives surround its CSR. Interactive and Its blog, ‗Lilly Pad‘, uses a link to directly contact people shareable content with its Twitter. This allows the latest post to be easily Infographics  accessed, shared and replied to. Video content  Eli Lilly‘s Twitter page is based upon its CSR and has Images  become a source for voicing and discussing the way it Data  acts and intends to act in future events and campaigns. visualisation  Customisable  reports   PoscoPosco distributes information on its social contributionsthrough its ‗TJ Park Foundation‘ page and Twitter. The initial page provides an in-depth insight into the Interactive and company‘s ways of acting using CSR. It refers to ‗social shareable content contribution‘ as part of its effort. Infographics  The Twitter page is regularly updated so that its followers Video content  can collectively engage and find out more about Posco‘s Images  CSR activities. Data  This allows interaction and provokes discussions visualisation  regarding Posco‘s actions. It also makes it easier for the Customisable  followers to access information through tweets containing reports direct links to the correct webpages.  The Global Social Media and CSR Report | 44 
  • Nova NordiskNovo Nordisk is active with some of the most popularsocial sites. It interacts using Twitter, Facebook andYouTube. Interactive and Novo Nordisk uses Twitter as the official Novo Nordisk shareable content voice, tweeting about corporate sustainability and social responsibility. Infographics  Video content The Twitter feed is used as a platform for discussion and  gives direct links for followers so they can access the Images  information about the company‘s activities. Data  visualisation  Customisable  reports   Reckitt BenckiserReckitt Benckiser has many different channels ofsocial interaction; not only does it have a specificblog, but it also has active accounts on Twitter,Facebook and YouTube. Interactive and Reckitt Benckiser blog, ‗My RB Opportunity Blog‘, has shareable content dedicated posts on CSR and the actions it takes to ensure Infographics it remains a socially and environmentally friendly  company. Video content  Images  The blog is a useful in providing people with information on what Reckitt Benckiser does as part of its CSR. The Data  blog also forms a base where on-going progress or visualisation  actions can be updated and followed step by step. Customisable  reportsThe Global Social Media and CSR Report  | 45 
  • MonsantoMonsanto interacts with its audience through videos onYouTube and podcasts. These are based on corporatespeeches and presentations. It also has a microsite,‗Our Commitments‘. Monsanto uses videos and podcasts as a platform to show its audience speeches and presentations regarding Interactive and its efforts for improving farming. shareable content Some of the content includes interviews and guest Infographics speakers, which are the supported farmers themselves.  Video content This is visual evidence of part of Monsanto‘s  ‗commitment‘ pledge, which is to consider farming Images  families when making changes. Data  Monsanto also link to their microsite, giving in-depth visualisation  analysis on the CSR it incorporate into its organisation. Customisable  reportsSonySony has a detailed microsite on its CSR, much of itsactivities are promoted through the site with a stronguse of images and video content and guest posts onactivities. The site looks at the different projects, which it has Interactive and developed as part of Sony‘s CSR. Different Sony shareable content employees who have been involved in projects write this Infographics  information. Video content  The use of the images, which included the employees in Images  action during the projects, gives visual understanding of  its efforts. Data visualisation  RSS feeds are optional for news releases and highlights strong online engagement between Sony and its Customisable  reports stakeholders.The Global Social Media and CSR Report | 46  
  • VivendiVivendi is active on YouTube and Twitter, and also hascreated the ‗Vivendi Joy Fund‘ to oversee CSRactivities. Interactive and Vivendi‘s CSR program ‗The Vivendi Joy Fund‘ uses its shareable content microsite to tell stakeholders of the different development and contributions to the society and environment. Infographics  Video content The Vivendi Joy Fund supports NGO projects in several  regions: USA, Great Britain, France and Africa in Morocco, Images  Burkina Faso and Mali. Data  visualisation Each region has its own section, which is filled with  Customisable images, introductions and reviews on what Vivendi have  reports done.MaerskMaersk uses its sustainability microsite to provideinformation on its CSR operations and attitudes. The CSR section details the different aspects of Maersk‘s Interactive and CSR involvement and how it uses it in business. shareable content Infographics It also involves reviews on each area that it has focused  on and what has been implemented in each area to Video content  involving ensure maximum levels of CSR are being Images  achieved. Data  Attached to these sections of the microsite are reports visualisation  and ‗read more‘ sections, which give further detail. Customisable  reports The Global Social Media and CSR Report | 47 
  • VinciVinci uses a microsite to show its stakeholders the CSRinitiatives, which it has implemented into its company.They use video and photos as a way of allowing audiencesto be part of their work. Interactive and shareable content Vinci interacts with its stakeholders on CSR campaigns Infographics  through the use of videos, photos, reviews and reports. Video content  These are primarily linked through the microsite ‗The Images  VINCI Foundation‘. This site allows its audience to be Data  more informed the CSR it has implemented. visualisation  The updates using video and photo are good for providing Customisable  visual evidence to support its pledges. reportsFedExFedEx uses its blog to keep its audience to keep up-to-date with the latest news about the company. Video andphoto content is also prominent and used as part of itssocial interaction. FedEx‘s blog ‗The Blog‘ explores and allows viewers to Interactive and follow vital events and projects, which take place within its shareable content business. Infographics  The majority of content focuses on CSR using Video content  ‗Community Involvement‘ and ‗Earth Smart‘ sections. Images  The blog includes company information, including Data  employee and guest posts. Events and activities are visualisation  updated and reviewed by those at FedEx who participate. Customisable Video and images are used, to give readers a visual idea  reports of the company‘s progressive efforts. The Global Social Media and CSR Report | 48 
  • Standard BankStandard Bank is socially interactive with Facebook,Twitter, YouTube and a team blog. It also uses video andimages on the blog, which creates visual interaction Interactive and The Standard Bank blog is a platform for updates and shareable content news for its stakeholders with a wide range of topics. However, it uses it to discuss and inform people of the Infographics  CSR actions in place and their intentions. Video content  The Standard Bank team updates the posts on a regular Images  basis. Data  visualisation They use social networking as another form of interaction;  this also creates discussion and shows their interest in Customisable  reports involving and listening to their stakeholders.ICICI BankThe bank socially interacts with its stakeholders, throughaccounts on Twitter, YouTube, and Facebook. It also has amicrosite on its CSR involvements, which include the useof video, images and reports. Interactive and ICICI Foundation for Inclusive Growth (ICICI Foundation) shareable content microsite explains its intentions to help low income Indian households. Infographics  Video content Its social interaction allows others to see the work and  progression on the foundation and understand why ICICI is Images  implementing this. Twitter, Facebook and YouTube allow Data  people to keep informed and follow steps the foundation takes. visualisation  ICICI also includes publications and images, so that others are Customisable  involved in part of their journey as they aid low-income reports households across India.The Global Social Media and CSR Report | 49
  • Exxon MobilExxon Mobil uses video, Twitter and blogging to voice itsviews and interact with its stakeholders. ExxonMobils ‗Perspectives‘ blog is written and updated Interactive and by Ken Cohen, Exxon Mobil‘s vice president of public and shareable content governments affairs. The blog allows Ken to share news Infographics  about Exxon Mobil‘s work around the world. Video content  It uses the official Twitter page to update people on the Images  latest news regarding Exxon Mobil‘s Perspectives. Data  visualisation There is also an option to follow its news and update  Customisable  through RSS, which helps provide maximum interaction. reportsWiproWipro has various projects in place to ensure CSR is corewithin the company. One of its initiatives is The AzimPremji Foundation set up by Azim Premji the Chairman ofWipro. Wipro is also an active user on Facebook. Interactive and The Azim Premji Foundation is core to Wipro‘s CSR shareable content activity and remains its main focus to ensuring CSR is Infographics  implemented within the company. Video content  Wipro also uses Facebook to interact with its stakeholders Images  and update them on the latest news. Data  The foundation site is clearly linked on the main visualisation  homepage of Wipro and consists of downloadable reports Customisable  and images of the work it does regarding CSR. reportsThe Global Social Media and CSR Report | 50
  • CentricaCentrica uses a wide range of interactive sources includingTwitter, video, a blog, reports, web chats and casestudies. Centrica‘s responsibility section is a large part of its main Interactive and site. The page indicates all aspects of its CSR involvement shareable content and uses different types of social interaction to provide Infographics  stakeholders with information. Video content  The page also provides downloadable reports, carbon Images  mapping, a corporate responsibility strategy pyramid and Data  a data centre to show a breakdown of its CSR activities. visualisation  The use of social interaction channels the vast majority of Customisable  data into an accessible form. Centrica‘s blog provides a reports personal insight into the company and its operations.Applied MaterialsApplied Materials actively uses Twitter, Facebook, videoand blogging to inform people of its CSR activities. Applied Materials has a range of contributors who blog Interactive and about CSR. The media relations team focus primarily on shareable content the social networking of the company and therefore Infographics  ensure that CSR is visible through different social Video content  interaction accounts. Images  The Applied Materials blog is dedicated to a global Data  discussion about the ideas, actions and products visualisation  changing the world as we know it. Customisable  It is also used to provide a platform for discussion on the reports importance of implanting CSR and giving details of what the company does.The Global Social Media and CSR Report | 51
  • Staples IncStaples uses Facebook and a blog to discuss its CSRactivities. These contribute largely to the main site andconsist of customisable reports and images of its differentactivities. Interactive and ‗Staples Soul‘ is the blog where the majority of CSR shareable content information is found. Infographics  The blog is details the efforts and contributions made to Video content  support communities and is updated regularly with news Images  and updates. Data  Facebook forms a platform for discussion and allows visualisation  Staples to provide information on a continuous basis to its Customisable  growing Facebook audience. reportsAvivaAviva‘s clear website gives a large amount of informationon current campaigns and uses a range of channels tointeract with its audience. Interactive and Aviva‘s CSR page discusses the approach and ethics behind the company as well as detailed descriptions and shareable content case studies to their effort to support individuals and Infographics communities, such as the ‗Streets to School‘ campaign, Video content  which is active in several countries. There is also  information about charity partnerships Aviva have Images attained. Data  Aviva also have a team blog authored by the CSR visualisation  Director, which documents events and campaign updates. Customisable  The site also lists specific corporate responsibility reports contacts for those with queries or issues.The Global Social Media and CSR Report | 52
  • Glossary of TermsAlltop: Collects and displays all the top stories on the web, aggregated on subject-category pages. It‘s fast growing into a digital magazine in its own right.Autocasting: Automated form of podcasting that allows bloggers and blog readers togenerate audio versions of text blogs from RSS feeds.Bebo: A popular social networking website.Bleg: A blog article that begs for something, such as a donation or product sale.Blogosphere: Collective term encompassing all blogs and their interconnections. It is theperception that blogs exist together as a connected community (or as a c ollection ofconnected communities) or as a social network.Blogrolls: A list of blogs, usually placed in the sidebar of a blog, that reads as a list ofrecommendations by the blogger of other blogs.Collaborative blog: A blog (usually focused on a single issue or political stripe) on whichmultiple users enjoy posting permission. Also known as group blog.Delicious: A social bookmarking web service for storing, sharing, and discovering webbookmarks.del.icio.us: Now known as Delicious.digg: Social news website made for people to discover and share content from anywhereon the Internet, by submitting links and stories, and voting and commenting on submittedlinks and stories.eacadmey: A UK based business networking community.Facebook: Formerly Thefacebook, is a free-access social networking website that isoperated and privately owned by Facebook, Inc.Feeds: See RSS.Flickr: An image and video hosting website, web services suite, and online communityplatform.Flog: A portmanteau of ―fake‖ and ―blog‖. A blog that‘s ghostwritten by someone, such asin the marketing department.HTML: HyperText Markup Language, is the predominant code language for Web pages.The Global Social Media and CSR Report | 53
  • Identi.ca: An open source social networking and microblogging service.LinkedIn: A business-oriented social networking site, mainly used for professionalnetworking.Moblog: A portmanteau of ―mobile‖ and ―blog‖. A blog featuring posts sent mainly bymobile phone, using SMS or MMS messages. They are often photo blogs.Multiblog: A blog constructed as a conversation between more than two people.MySpace: Social networking website with an interactive, user-submitted network offriends, personal profiles, blogs, groups, photos, music, and videos for teenagers andadults internationally.Newsfeed: A web feed (or news feed) is a data format used for providing users withfrequently updated content.Permalink: The unique web address of a single post. Use this when you want to link to apost somewhere.Pingback: The alert in the TrackBack system that notifies the original poster of a blog postwhen someone else writes an entry concerning the original post.Plurk: is a free social networking and microblogging service that allows users to sendupdates (otherwise known as plurks) through short messages or links.Podacast: A series of audio or video digital media files which are distributed over theInternet by syndicated download, through Web feeds, to portable media players andpersonal computers.Post: An entry written and published to a blog.Post Slug: For blogs with common language URLs, the post slug is the portion of the URLthat represents the post. Example: http://domain.com/2008/01/this-is-the-post-slug.RSS: Acronym representing Really Simple Syndication. A family of feed formats used topublish frequently updated works—such as blog entries, news headlines, audio, and videoin a standardized format.RSS aggregator: Software or online service allowing a blogger to read an RSS feed,especially the latest posts on their favourite blogs. Often also called an RSS reader.RSS feed: The file containing a blog‘s latest posts. It is read by an RSS aggregator/readerand shows at once when a blog has been updated. It may contain only the title of the post,the title plus the first few lines of a post, or the entire post.The Global Social Media and CSR Report | 54
  • Spam Blog: A blog which is composed of spam.Subscribe: The term used when a blogs feed is added to a feed reader. Some bloggingplatforms have internal subscriptions; this allows readers to receive notification when thereare new posts in a blog.Technorati: An Internet search engine for searching blogs.Templates: Templates, used on the ―back end‖ of a blog that work together to handleinformation and present it on a blog.Twitter: Social networking and microblogging service that allows its users to send and readother users‘updates (known as tweets), which are text-based posts.Usenet: A portmanteau of ―user‖ and ―network‖, is a worldwide distributed Internetdiscussion system.Vlog: A video blog.Vlogger: A vlogger is a video blogger (e.g. someone who records himself interviewingpeople of a certain field).Web log: The unshortened version of ‗blog‘.Wiki: A website that allows visitors to add, remove, edit and change content.YouTube: Video sharing website where users can upload, view and share video clips.The Global Social Media and CSR Report | 55
  • AboutWolfstar Consultancy Centre for Public Relations Studies,Wolfstar Consultancy Leeds Business School(www.wolfstarconsultancy.com) is an The Centre for Public Relations Studiesaward-winning public relations (CPRS) was created in 2002 and hasconsultancy specialising in global, established itself as one of Europe‘sEuropean and national corporate leading think tanks for public relationscommunications and social media research and education. It sits withinstrategy and campaigns. Founded in Leeds Business School at Leeds2007, Wolfstar Consultancy has worked Metropolitan University alongsidewith numerous global companies to Europe‘s largest and most successfulconduct online communications audits, academic public relations group.develop social media strategies andimplement social media activity. Theseinclude Unilever, Sony Ericsson, PayPal,HSBC, First Direct, GlaxoSmithKline,Philips, British Waterways, DiscoveryChannel and Smith & Nephew.United Nations Office forPartnershipsThe United Nations Office forPartnerships (www.un.org/partnerships)serves as a gateway for collaborationbetween the private sector andfoundations, and the United Nationsfamily. It promotes new partnerships andalliances in furtherance of the MillenniumDevelopment Goals and provides supportto new initiatives of the Secretary-General.The Global Social Media and CSR Report | 56
  • To learn more about the Global Social Media and Corporate SocialResponsibility Report, please contact:Wolfstar ConsultancyTim Sinclair, managing director and founder+44 845 838 7282 / +44 7831 447 774tim@wolfstarconsultancy.comwww.twitter.com/timsinclairContact Wolfstar Consultancy to arrange for a personalised workshop on the report‘sfindings or find out more about using social media in corporate communications andcorporate social responsibility.Visit www.wolfstarconsultancy.comFollow www.twitter.com/wolfstarprWolfstar Consultancy71-75 Shelton StreetCovent GardenLondonWC2H 9JQUKMorwick HallMortec ParkYork RoadLS15 4TAUKThe Global Social Media and CSR Report | 57
  • Image attributions from Creative Commons Licensed Images:World Pyro Olympics 08 – Vince Foz http://www.flickr.com/people/vp_foz/Los Angeles Downtown http://www.flickr.com/people/20377560@N05/Leeds at night – Rick Harrison http://www.flickr.com/people/sovietuk/New York City – Kaysha http://www.flickr.com/people/kaysha/Shanghai Parliament House – William Cho - http://www.flickr.com/people/adforce1/The Global Social Media and CSR Report | 58