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Lundquist CSR Online Awards 2010 - Global seminar - 1st presentation: Lundquist - Key Trends

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The Lundquist Global Seminar on CSR Communications was held on 21st October to discuss the benefits and challenges of communicating corporate social responsibility (CSR) and sustainability on the web. ...

The Lundquist Global Seminar on CSR Communications was held on 21st October to discuss the benefits and challenges of communicating corporate social responsibility (CSR) and sustainability on the web. Credit Suisse, Eni, Fiat, Hera, Hewlett-Packard, Nestlé and UBS were awarded for excellence in online CSR communications.

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Lundquist CSR Online Awards 2010 - Global seminar - 1st presentation: Lundquist - Key Trends Presentation Transcript

  • 1. Key trends from CSR Online Awards 2010: communicating to sceptical but engaged audiences
  • 2. The evolution of internet use in five years…
    • The world’s top websites 2005
    • Yahoo!
    • Microsoft Network
    • Google
    • Yahoo! Japan
    • Baidu.com
    • sina.com
    • EBay
    • Passport.net
    • sohu.com
    • 163.com
    • The world’s top websites 2010
    • Google
    • Facebook
    • YouTube
    • Yahoo!
    • Windows Live
    • Baidu.com
    • Wikipedia
    • Blogger.com
    • QQ.com
    • Twitter
    • Source: Alexa
    What about 2015?
  • 3. Google: Xstrata human rights
    • Search results:
    • Corporate website
    • NGO site on human rights
    • UN Global Compact
    • NGO wiki on human rights
    • News
  • 4. Google: Glaxosmithkline ethics
    • Search results:
    • Corporate website (inc. PDF)
    • Blog post
    • Op-ed article
    • NGO wiki on corporate ethics
    • News
  • 5. Bing: Shell emissions data
    • Search results:
    • Corporate website
    • News (negative)
    • Shell ethics watchdog website
    • Extract of 2008 sustainability report
    • Carbon Disclosure Project site
  • 6. The response of the CSR Online Awards
  • 7. CSR Online Awards process Feedback & monitoring of trends Annual survey of experts Definition and weighting of criteria Evaluations & publication of results
  • 8. Lundquist CSR survey 2010
    • In 2010, survey focused on online stakeholder engagement
      • 256 people responsed in May-June, 39% more than for the 2009 survey
      • Almost 30 nationalities represented: about two-thirds from continental Europe plus 12% from UK, 11% from North America, 10% rest of the world
    • The study covered a wide range of job types, which can be broadly split between non-corporate and corporate roles
      • Non-corporate respondents included consultants (17% of all respondents and mostly CSR/sustainability specialists), university teachers, students and researchers (15%), SRI/ESG analysts (5%), journalists (4%), investment managers and financial analysts (3%), NGOs (3%)
      • Corporate respondents included CSR managers or directors (16% of total responses), CSR communications managers (7%) as well as other people working in CSR departments (8%) or other corporate functions (15%)
    • Some categories not represented: employees, suppliers, government
  • 9. Comments from survey respondents “ Accessibility. Usability. Sustainable communication” “ The key thing online communication can give is up-to-date transparent information” “ Websites are more updated but it’s more difficult to find one’s way” “ Generally transparent sharing of relevant data” “ Regular updates as opposed to static reporting” “ Information has to be clear, concise and comparable for end-users” “ The most important element of CSR communications online is stakeholder engagement using Web 2.0 tools” “ Keep it simple” “ Credible stakeholder engagement and verification of documents”
  • 10. Focus on governance Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 11. Impact on the research
    • New section on “Ethics & governance” to group existing criteria and new elements
      • New criterion on whistle-blowing procedure
      • New criterion on risk management
    • From our analysis of ‘Global Leaders’ companies
      • Almost half of companies fail to present the code of ethics as a part of their responsibility information
      • 53% make no reference to whistle-blowing procedure in CSR section
      • Only 1 in 5 companies provide data on actual reports of violations to code of conduct
      • Only 37% make some reference to risk management in CSR section
    • Best practice in “Ethics & governance” section: E.On and Panasonic Electric Works
  • 12. Focus on reporting: formats Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 13. Focus on reporting: assurance Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 14. Impact on the research
    • Changes to protocol:
      • Revision of criteria to reward “web-based” reporting (CSR section is the core space for reporting
      • Focus on website for assurance statements
      • Importance of visibility of CSR report beyond the CSR section
      • Extra score for interactive charting
    • From our analysis of ‘Global Leaders’ companies:
      • 1 in 4 companies have now adopted web-based reporting
      • 58% of companies make no reference to assurance on the website
      • 5% of companies provide interactive charting for non-financial data
    • Best practice in the Reporting section: BG Group, Kingfisher, Unilever
  • 15. Focus on blogs Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 16. Focus on social media Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 17. Impact on the research
    • Moderate inclusion of social media and Web 2.0 elements within evaluation protocol
      • New criterion on social media presence
      • Increased scoring for CSR blogs
      • Unchanged scoring for social tagging
    • From our analysis of ‘Global Leaders’ companies:
      • 19% of companies have blog, chat or forum on CSR issues
      • A third of websites have social tagging function
      • 12% of companies signal CSR-related social media activity
      • 67% of companies make no reference to social media presence
      • Only 7% of companies have a dedicated social media page
    • Best practice for interactivity section: TNT, Nestlé
  • 18. Focus on engagement Source: Lundquist CSR survey 2010.
  • 19. Focus on ongoing communications Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 20. Focus on ongoing communications (2) Source: Lundquist CSR survey 2010. Based on 138 non-corporate responses.
  • 21. Impact on the research
    • Changes to protocol
      • Dedicated section of research for “ongoing engagement”
      • Increased scoring for practical email test
      • Increased scoring for CSR news and events
      • New criterion on stakeholder engagement process
    • From our analysis of ‘Global Leaders’ companies:
      • 32% fail to describe their stakeholder engagement process
      • About a third of companies provide no contact information (email, telephone or feedback form)
      • 38% of companies have no CSR news or press releases
      • Of companies providing email address or feedback form, half never responded to practical email test
    • Best practice for dialogue & contacts: Abbott Laboratories, Unilever
  • 22. Conclusions
    • Thanks to the CSR expert and stakeholder survey, the CSR Online Awards better reflects the needs and preferences of your key online audience :
      • Greater focus on ethics and governance
      • Rewarding integration of reporting into website
      • Inclusion of social media and blogs in line with actual usage
      • Greater attention to ongoing communications and engagement
    • The process will continue in 2011…
    • … feel free to give your feedback too
  • 23. Thank you
    • James Osborne
    • Head of CSR communications, Lundquist
    • james . osborne @ lundquist .it
    • www. lundquist .it/blog
    • www. linkedin .com/in/ jabosborne
    • www. twitter .com/ jabosborne
    • www. facebook .com > CSR Online Awards fan page
    • www. justmeans .com > Lundquist Srl