5 Steps to authentic sustainability communications

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The five basic steps towards developing a credible, authentic sustainability communications campaign for your business as presented at a Guardian Sustainable Business Seminar on 3.2.11

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  • 75 restaurants 3000 employees Max’s customers most satisfied in Sweden over the last 8 years Their competitors carbon footprint is 30-100% higher per customer Burgers only 80% beef – tastier/moister/lower carbon 15% relative rise in consumption of low carbon options on the menu post-labelling 27% increase in customer loyalty 2007-2009 500% increase in profit since 2003
  • Co-created CSR strategy – they own, buy in, natural fit Overarching promise, strategy in 3 areas The life and soul Workshops Full experience recce Brand pillars Futerra designed the messaging for Nando ’ s Do The Right Thing Campaign. This is the Nando ’ s way of doing Corporate Social Responsibility. Futerra is bringing Nando ’ s managers up to speed about the Right Thing for 2010 and we provide them with the info and tools they need to present Right Thing to their teams. Futerra developed a tool-kit to explain: What is the right thing? What are the 12 Commitments? Where did this come from? Why are we doing this? Some early successes What do you want me to do? What ’s happening next?
  • Lucy As well as just having a social media strategy, you need to be doing a lot of listening and what you hear is not representative of the whole of social media. You need to bear in mind the bigger picture as well as just the loudmouths. Only hearing represnetation of 5% but the 50% will be listening. Dont just respond the loudmouths, dont get hung up on whether you are getting feedback (unless its bad of course)
  • Lots of noise we comm SD through SM Works well cos based on same principles Both abotu involvement Both about innovation – doing things differently – experimenting, evolving, developing Ultimately you are in or out. No comprises cant be half arsed or greenwashy Harriet The philosophies of social media and sustainability have a great deal in common. Both are built on the pillars of transparency, ethics and innovation, and both can help secure a company's bottom line. The most successful social-media sustainability communicators are all demonstrating how their companies can be useful to the greater community and they're doing it in a way that allows true community participation and feedback. SM is the perfect way of communicating SD. Data hubs allow those who are interested interrogate it and talk about it on forums, whilst those who are less interested can watch a video from your CEO or look at an interactive progress report. Facebook pages allow your to have direct conversations with your lovers and haters, creating advocates or critics. Companies that are trying to good struggle convincing consumers they ’ re doing the right thing. Social media = supernanny. Rewards companies being social with others. Rewards for being nice, funny, transparent etc. Humanising your brands.
  • 5 Steps to authentic sustainability communications

    1. 1. 5 steps towards authentic communications Ed Gillespie, Co-Founder GSB February 2011
    2. 2. <ul><li>Understand ‘why’ </li></ul><ul><li>Know how far you want to go… </li></ul><ul><li>Vision </li></ul><ul><li>Do something </li></ul><ul><li>Communicate (honestly) </li></ul>5 Steps to Authenticity… “ Authenticity is a bit like making love to a beautiful woman…” Swiss Toni
    3. 3. Complexity
    4. 6. VISION 1. UNDERSTAND WHY?
    5. 7. The ‘Why?’ (How & What) <ul><li>WHY The reason you do what you do, your raison d ’étre </li></ul><ul><li>HOW The mechanism & values through which you achieve your ‘Why?’ </li></ul><ul><li>WHAT The product or service you provide </li></ul>WHY HOW WHAT
    6. 8. Futerra timeline 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
    7. 9. 2. WHERE ARE YOU NOW?
    8. 10. <ul><li>How far can you take it? </li></ul>It ’ s important to both understand where you are now on the green brand journey, and how far down it you are hoping to go. How far do you want to go?
    9. 11. 3. VISION
    10. 15. <ul><li>10 year goal/timespan </li></ul><ul><li>Scary </li></ul><ul><li>Challenging </li></ul><ul><li>Ambitious </li></ul><ul><li>Clear tone of voice </li></ul>Big Hairy Audacious Goal (BHAG) as a vision… ‘ By the end of this decade we will put a man on the moon’ - JFK
    11. 16. <ul><li>Engage and develop every young person in the world </li></ul><ul><li>Every book, ever printed, in any language, all available in less than 60 seconds </li></ul><ul><li>Connecting 5 billion people by 2015 </li></ul><ul><li>To become the ‘pulse of the planet’ </li></ul>Examples of BHAGs
    12. 17. 6 month 6 month a positive, gutsy call to action, often containing the words ‘we can ’ like rallying cries, but with a greater sense of direction, often using the words ‘we will’ a positive picture of ‘what success could look like’, often written as an ‘imagine’, or as if everything has been achieved 6 month the more technically correct visions, which set a specific achievement against a deadline Rallying Cry Statement of intent Aspirational vision Timebound target Types of vision
    13. 18. 4. DO SOMETHING
    14. 25. 5. COMMUNICATE
    15. 26. Permission, positivity and reciprocity
    16. 27. £50M.
    17. 32. If Twitter was 100 people…
    18. 33. Social media and sustainability <ul><li>Transparency </li></ul><ul><li>Ethics </li></ul><ul><li>Innovation </li></ul><ul><li>Collaborative </li></ul><ul><li>Transparency </li></ul><ul><li>Ethics </li></ul><ul><li>Innovation </li></ul><ul><li>Collaborative </li></ul>    Sustainability Social Media
    19. 34. Think differently Public Conversion Sale! The bigger the funnel is, the more catches you do. They will tell your story. Give the people the tools and a story.     New Media Traditional Media
    20. 35. <ul><li>Understand ‘why’ </li></ul><ul><li>Know how far you want to go… </li></ul><ul><li>Vision </li></ul><ul><li>Do something </li></ul><ul><li>Communicate (honestly) </li></ul>5 Steps to Authenticity… “ Authenticity is a bit like making love to a beautiful woman…” Swiss Toni
    21. 36. “ Make stuff that doesn’t suck” Jimmy Wales, Founder Wikipedia
    22. 37. Thank You @frucool [email_address] www.futerra.co.uk

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