CSR Online Awards 2011 Germany Executive Summary

806 views
752 views

Published on

Published in: Business, Economy & Finance
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
806
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

CSR Online Awards 2011 Germany Executive Summary

  1. 1. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Lundquist CSR AssessingOnline Awards online CSRGermany communications based on2011 stakeholders’ needs11 November 2011Germany’s biggest companies are failing totransform non-financial reporting into effectiveand dynamic online communications, missing CSR Online Awards 2011:a chance to build credibility and engage Europe’s first study of online CSRstakeholders on the web communicationsDeutsche Post DHL, E.ON and Siemens stand 4th editionout for best online CSR communications 220+ companies evaluated in Europe: rankings for Austria, Europe 100, Germany, Italy, Nordic region, Switzerland, UKThe CSR Online Awards, conducted annually by 79 evaluation criteriacommunications consultancy Lundquist, returns 100 points maximumto Germany to examine how the country’s largest 49.2 points average score for the top 30 Germancompanies communicate corporate responsibility companiesonline. Although most of the top 30 companies report tosome extent on environmental, social and governance 312 responses to survey from CSR experts in 37issues, the results show that they fail to make the leap countriesfrom a disclosure-driven approach to adopting proactiveand engaging online communications.The study assessed the corporate websites of the 30largest companies in Germany using an evaluationprotocol of 79 criteria, totalling 100 points. The criteriawere drawn up on the basis of a survey of more than310 CSR professionals, sustainability experts andstakeholder representatives in 37 countries.The CSR Online Awards Germany 2011, published 3rd Lundquist CSR Online Awardstoday, finds Deutsche Post DHL as the best company Seminar – Venicefor online CSR communications, jumping from thirdplace last year to first with 82.5 points. E.ON came The 3rd Lundquist CSR Online Awardssecond with 71.5 points, just ahead of Siemens in Seminar, held in Venice on 27-28 October,third position with 68.5 points. Rounding out the top brought together representatives from more than 5010 (in descending order) were Allianz, BASF, BMW, companies across Europe to recognise the winnersDeutsche Bank, RWE, Daimler and Munich Re. The of the CSR Online Awards 2011. The seminaraverage score was 49.2 points, up from 44.6 last year. featured internationally renowned speakers, company case studies and discussion of the future of corporate responsibility on the internet. See the Lundquist website for details and photographs. Lundquist - www.lundquist.it - csr@lundquist.it 1
  2. 2. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1CSR Online Awards 2011: evaluating the interactivity, ongoing engagement, dialogue andeffectiveness of corporate responsibility effective use of social media.communications “German companies are doing a decent job of inserting into their corporate websites a range ofThe Lundquist CSR Online Awards has examined social and environmental content, mostly derived fromhow Europe’s biggest companies are communicating their reports,” said James Osborne, head of CSRcorporate responsibility online, on the basis of the needs communications at Lundquist. “But in an environment ofof key users and stakeholders. The study found that deep suspicion about claims to corporate responsibilitymany firms are failing to build trust in online audiences or sustainability, companies need to build a dynamicbecause they don’t use the web to communicate and interactive relationship with online audiences - eventhe critical and compelling evidence behind their in social media - by providing a more candid, crediblecommitments to responsibility or sustainability and engaging account of their activities, updated on a regular basis.”The study comprised seven country and regionalrankings – Austria, Europe 100, Germany, Italy, Chart 1: German average and max score in three macro-areas ofNordic region, Switzerland and UK – for a total of evaluation protocolmore than 220 companies analysed. Each websitewas assessed using a set of 79 evaluation criteria (vs.77 in 2010), drawn up on the basis of a survey of more 58 Content 28.8than 310 CSR professionals, sustainability experts and 29.8stakeholder representatives from 37 countries. Thecriteria were grouped into 12 sections and three macro- User 11.8 18.5 Max Score experience 12areas: Contents, User experience and Ongoing German average (overall 49/100)engagement. Europe average Ongoing 8.5 22.5 (overall 50/100) engagement 8 0 10 20 30 40 50 60 CSR Online Awards 2011: facts & figures 220+ companies evaluated across Europe Source: CSR Online Awards 2011 30 biggest German companies assessed The average score in the all-important content section Each site evaluated twice (top performers a third was 50%, in line with the European average (see chart time) 1). Scores improved compared with 2010 in the core social, environmental and conventions & associations 6 hours on average spent analysing each sections as well as for overview information. However, corporate website many companies lack the critical information that 1,320 hours of evaluations demonstrates an honest and open attitude to corporate responsibility, rather than a more limited, disclosure- 34,800 judgements made Hundreds of best practice examples identified Team of 7 people dedicated to the research Greater attention to core CSR information… 67% of companies have a page or section on responsible products and services 70% have environmental data with historicalResults of the research: the challenge of comparisonsbuilding trust 73% communicate their social commitment through case studiesThe 2011 edition of the CSR Online Awards Germanyexamined the country’s 30 biggest companies (basedon membership of the benchmark DAX Index). The study …but critical content is rarefound that reporting on environmental and social impacts 57% offer no information on the site about report’shas become standard practice for most companies, but external assurancethat few of them adopt proactive and engaging online 57% have no human rights policy or statement onlinecommunications for wider audiences. Only a handful 67% do not mention any whistle-blowing procedureleverage their information to build relationships through Lundquist - www.lundquist.it - csr@lundquist.it 2
  3. 3. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1As regards the two other macro-areas, German took into consideration the 100 biggest companies incompanies continued to perform strongly on user the region (members of the FTSE Eurotop 100 Index).experience (scoring on average 64% of pointsavailable). But the greatest weakness (average 38% of Fifteen German companies featured in the Europeanpoints available) was found in ongoing engagement, list, with Deutsche Post achieving the second position.with a lack of news and resources, interactive Encouragingly, the average score of these 15 Germanfunctionality, use of social media and information about companies was 58.4 (jumping from 52.3 for the samestakeholder engagement (see box). These are aspects group of companies in 2010), showing that the biggestthat are critical to constructing a compelling account German companies are outperforming their Europeanof a company’s CSR, building a relationship with peers. This compared with an average of 48.4 for thestakeholders and providing them with much sought- British companies in the European list and of only 45after regular updates. points for French companies. Clearly, the overall result for the 30 biggest German companies was dragged lower by smaller companies, but still remained in line Weaknesses in ongoing engagement: with Europe’s top 100 firms. 60% of companies make no use of video German websites followed the broader European trend in performing best in terms of navigability and Only 20% explicitly use social media for CSR usability as well as social and environmental content; No company provides a calendar of CSR events the weakest areas regarded information for socially 47% give no evidence of feedback received from responsible investors as well as interactivity, CSR news stakeholders and resources. German companies scored a bit lower for their presentation of non-financial reporting (average in Reporting section was 43% of total, compared with 45.4% in Germany a year before and 49% in the Europe“Providing information about non-financial performance 100 ranking).is a great step forward compared with the past, butit’s not enough to build trust among stakeholders,”said Joakim Lundquist, founder of Lundquist. “To be Top 10 in Europecredible online, companies need to be proactive andresponsive, reaching out to audiences with engaging, 1 Centrica (84 points)multimedia content and opening themselves up todialogue.” 2 Deutsche Post (82.5) 3 Telecom Italia (82) 4 Eni (79) Top performers in… 5= Nestlé (74.5) Overview: Deutsche Post (9 points out of 9.5), Allianz, 5= UniCredit (74.5) Daimler and Bayer (8) 7 Enel (74) Reporting: E.ON (10.5 / 12) 8= E.ON (71.5) Environment: Deutsche Post and Siemens (8.5 / 8.5), Allianz, BASF and Volkswagen (7.5) 8= Intesa Sanpaolo (71.5) Ethics & governance: Allianz (5.5 / 6.5) 10 Siemens (68.5) Socially responsible investment: Deutsche Bank (5.5 / 6) Interactivity: Deutsche Post (5.5 / 8) Challenge for the future: from reporting to Dialogue & contacts: K+S Group (8.5 / 9.5) communicating The CSR Online Awards 2011 found in general that non- financial reporting – whether in a standalone report orGerman performance in a European context integrated into the annual report – has become standard practice for almost all of Europe’s biggest companies.The average of the 30 German companies taken into Among the 100 companies assessed in the Europeanconsideration was 49.2 points, showing an increase of ranking, for example, all provided some form of social4.6 from last year (44.6 points). This compares with an and environmental reporting on their corporate websiteaverage of 50 points for the European ranking, which and four out of five had a CSR section at the first level of navigation of their corporate website. Lundquist - www.lundquist.it - csr@lundquist.it 3
  4. 4. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1In Germany, the same general trend is true: the CSR a-year report is unlikely to be the most effective onlineOnline Awards 2011 Germany research found that 73% channel for a wide range of stakeholders.”of companies have a CSR section at the first level ofnavigation of the corporate website and only 10% haveno report or fail to explain that non-financial information CSR Online Awards 2011: top five inis available in the annual report. GermanyOf the companies considered, 40% presented an 1. Deutsche Post (82.5 points)HTML version of their CSR report (or of their integrated 2. E.ON (71.5)annual report) while 33% stuck to a PDF version only. 3. Siemens (68.5)The remaining 17% of companies are reporting directlywithin the corporate website pages, an optimal solution 4. Allianz (64)known as web-based reporting, which saves users 5. BASF (63.5)having to navigate both the corporate website and the Past winners of German ranking:report for a complete picture (see chart 2). 2010: HenkelChart 2: Breakdown of German non-financial reporting by format 2009: Henkel(including “integrated” reports) None or report not Web-based presented Top performers in online CSR 17% 10% comunications Deutsche Post achieved 82.5 points getting the first place in the German ranking. The company features a HTML version PDF only 40% web-based report and presents a site replete with news 33% updates, a dedicated section on performance and nice touches such as an embedded glossary, a CR playlist on YouTube and ample links across the different sections. Index page of Deutsche Post’s Responsibility sectionSource: Lundquist CSR Online Awards 2011In terms of reporting, the CSR Online Awards foundthat a majority of the biggest companies in Europe andGermany are now presenting their non-financial reportsonline (as HTML versions or web-based reports), ratherthan only in PDF. But this drive towards online reportingis not always catering to the specific needs of onlineaudiences that have emerged from our surveys of CSRprofessionals and experts.A number of companies are greatly reducing theinformation provided in the corporate website sectionand focusing their online strategy almost entirely onthe HTML version of their report. But this choiceclashes with the assumptions behind the CSR OnlineAwards, such as the need for an ongoing relationshipwith stakeholders and the integration of corporateresponsibility within the wider online communicationsstrategy.“Given the evidence that few stakeholders read reportsand the message we’ve received in our surveys fromusers of this information companies adopting this solutionhave been penalized in our research,” commentedKarim Bruneo, CSR consultant at Lundquist. “A once- www.dp-dhl.com Lundquist - www.lundquist.it - csr@lundquist.it 4
  5. 5. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1E.ON with 71.5 points ranks second. The utility features 63.5 points while BMW and Deutsche Bank finisheda web-based report and presents a successful example in sixth and seventh position respectively with 62.5 andof integration of sustainability issues throughout its 60 points. RWE achieved the eighth position with 59.5online presence. points, Daimler and Munich Re closed out the top 10, each with 57.5.Index page of E.ON’s Responsibility section CSR Online Awards Survey 2011: Building trust in online audiences The Lundquist CSR Online Awards Survey 2011 was conducted to understand how CSR professionals – people who work regularly on corporate responsibility and sustainability issues – use the internet to get information and exchange views. Following last year’s focus on stakeholder engagement and social media, the 2011 questionnaire examined what elements of online communications help build trust and confidence in users. A total of 312 people answered the survey, an increase of 22% from 2010 and bringing to more than 800 the number of responses received over four years of surveys. The questionnaire launched on 23 May 2011www.eon.com drew responses from 37 countries with 58% coming from continental Europe, 14% from the US and Canada, 10%Siemens achieved 68.5 points and ranks third. The from the UK and Ireland, 7.4% from Nordic countriescompany provides its stakeholders with exhaustive non- and 10% from the rest of the world.financial content and a high level of navigability andusability. A full 71% of respondents worked outside of majorIndex page of Siemens’ Sustainability section corporations, being journalists, sustainability consultants and sustainability rating analysts as well as people working in academia, think tanks, industry associations and NGOs. While previous surveys have captured the scepticism and mistrust with which many people treat companies’ social and environmental claims, this year’s study sought to identify aspects that make online content more authoritative, credible and reliable in the eyes of its users. Chart 3: What gives greatest confidence when assessing online CSR information? (% of 166 non-corporate responses, two choices allowed) Adherence to 43% principles/guidelines Performance data 38% External assurance 32% Partnership with 25% NGOs External experts’ 24% perspectives Quantitative targets 22%www.siemens.com Membership of 13% sustainability indexFourth place in the German ranking was taken by Other 4%Allianz, which achieved 64 points, an increase of 4.5 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%points from last year. BASF was in fifth place scoring Source: Lundquist CSR Online Awards 2011 Lundquist - www.lundquist.it - csr@lundquist.it 5
  6. 6. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Key findings>> Half of respondents check corporate websites for CSR-related information at least several times a week, more than one in six doing so on a daily basis>> The most important aspects for establishing trust and confidence in website users is adoption of international guidelines and frameworks, performance data and information about external assurance>> Although the survey shows how online audiences are diverse with differing preferences, users repeatedly indicated the importance of data, targets, case studies, governance and policies, as well as information about the environmental impact of a company’s products or services>> Almost half of respondents are very keen to have an ongoing flow of information from companies about their non-financial performance: they are looking for companies to respond to issues in the media or public debate and publish updated environmental data, press releases and case studies and be active in social media>> There is widespread interest in stakeholder dialogue, how it influences the decision-making process and in hearing stakeholder points of view>> YouTube is emerging to become one of the most used social media channels for CSR – second after LinkedIn – although Twitter is widely used by the most intense social media users; use of Facebook for CSR is growing tooA summary of the survey results will be sent to allrespondents who requested a copy and published onthe Lundquist website (www.lundquist.it/research). Lundquist - www.lundquist.it - csr@lundquist.it 6
  7. 7. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Methodology and approach Developing the evaluation protocol The evaluation criteria are based on a survey sent to CSR professionals, sector experts, stakeholderAssumptions behind the research representatives as well as CSR managers of companies included in the study.The CSR Online Awards are underpinned by a seriesof assumptions about the essential ingredients for The aim of the annual survey is to identify the essentialcommunicating on the internet. These “pillars” of online information these users look for online and monitorCSR communications are the result of many years’ work trends in the use of website content and social media.with leading European companies on their web strategyand our annual surveys of CSR professionals, experts Answers to the 2011 survey (excluding CSR staff andand stakeholders. other corporate ‘insiders’) were analysed to revise existing criteria, create new ones and to calibrate theSix pillars of online CSR communications allocation of points so as to reward sites that best respond to user needs. Feedback from the previous editions of the CSR Online Comprehensive: Awards was also taken into consideration when revising A website must satisfy all the requirements of its key criteria. users, eliminating their need to go elsewhere for infor- mation A total of 79 criteria were used (77 in 2010), divided Integrated: into 12 sections and giving a total of 100 points. The A website must work as a whole and communicate evaluation protocol was divided into three macro areas: a coherent, interconnected story across its different sections (About us, CSR, corporate governance, IR, >> Content (seven sections totalling 46 criteria and careers, etc.) and in related off-site channels (in social 58 points) media in particular) Open: Website content must be open to feedback, discussion >> User Experience (two sections of 13 criteria for and debate, including via social media, with companies 18.5 points) demonstrating that outside opinions are heard and taken into consideration >> Ongoing Engagement (three sections with 18 User friendly: criteria totalling 22.5 points) Users must be able to find what they are looking for through intuitive and jargon-free navigation, and This split reflects the fact that the most important content must be organised in an optimal way for on- aspect of online communication is content, but also screen reading that success involves using the internet effectively to Engaging: make CSR information easily available and to facilitate A website should employ a range of multimedia tools – interaction between website owner and user. including video, animation, images, (info)graphics – to draw the audience in, tell a dynamic story An extra point was available to reward useful information Concrete: or interesting features of websites that were not covered Users want fact, relevant evidence as well as pertinent in the criteria. and credible data, not self-promotion, empty commit- ments and marketing messages A penalty point was subtracted in the event of negative aspects that were not adequately penalised in the criteria, including out-of-date information, links to old reports and contorted navigation. The evaluation protocol used in the CSR Online Awards is the same for all country and regional rankings, meaning that all results are directly comparable. Lundquist - www.lundquist.it - csr@lundquist.it 7
  8. 8. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1 Website assessments Macro area/Section Criteria Points The CSR Online Awards judges the quality of Contents online corporate communications of publicly traded Overview 7 9.5 companies, organised into a series of national and Reporting 6 12 regional rankings. Lundquist draws on recognised Environment 7 8.5 stock indexes to draw up its rankings and no company Social 12 12.5 can opt in or out of its own accord. Ethics & governance 6 6.5 In 2011, the focus has been concentrated on Europe SRI 5 6 with the creation of a new flagship ranking of the 100 Conventions & associations 3 3 biggest companies in the region. After two stimulating TOTAL 46 58 and eventful editions, we have discontinued the “Global Leaders” ranking, which included a selection of companies from the Dow Jones Sustainability Index. User experience Navigability & usability 8 12.5 This is because we believe that with the mainstreaming Visual communications 5 6 of environmental, social and governance disclosure, TOTAL 13 18.5 CSR information should be provided by all large companies and not be the preserve of a few “leaders”. Ongoing engagement To maintain a global outlook and capture wider trends, we will also undertake a ranking of top U.S. companies Interactivity 7 8 later in the year. News & resources 6 5 Dialogue & contacts 5 9.5 The rankings were defined as follows: TOTAL 18 22.5 >> In Europe, all members of the FTSE Eurotop 100 Commendable information 1 1 Index as of 27 May 2011 (the index contained 106 securities and 100 companies, although Unilever Penalty point 1 -1 was counted as two separate entities: for the purpose of our research, Unilever was counted GRAND TOTAL 79 100 as a single company having a single website)Source: Lundquist CSR Online Awards 2011 >> In Austria, the 20 members of the benchmarkChanges to the criteria in 2011 ATX index as of September 2011, according to the Vienna Stock Exchange websiteAs in past years, substantial changes were made tothe evaluation protocol to make it better reflect user >> In Germany, the 30 components of the benchmarkpreferences and to keep pace with trends in online DAX index as of June 2011, according to thecommunications. Deutsche Börse websiteAbove all, an effort was made to reward those companies >> In Italy, the 50 largest companies by marketproviding the most critical information and reduce the capitalisation in the FTSE Italia All-Share Index asweighting of criteria that add less value or have become of the close of trading on 9 June 2011more common practice. >> For the Nordic region, the 40 members ofEight criteria were deleted from the protocol in 2011 and the OMX Nordic 40 Index as of June 2011, as10 new criteria were introduced, adding a net two new published on the NASDAQ OMX websitecriteria.The definition was revised for another 13 criteria while >> In Switzerland, the 20 members of the benchmarkthe scoring of a number of others was amended in light SMI index as of June 2011, as published by theof responses to the survey. SIX Swiss Exchange website >> In the U.K., the 30 largest companies by market capitalisation in the benchmark FTSE 100 Index as of the close of trading on 9 June 2011 Lundquist - www.lundquist.it - csr@lundquist.it 8
  9. 9. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1In total, about 220 websites were evaluated (+22% from online source of non-financial information (hence no2010). The criteria were used to evaluate the English conflict between report content and website content andlanguage version of the corporate websites of these generally no change in the menu structure and pagecompanies with the exception of the Italian ranking, layout, no change in the basic URL of the corporate site,which evaluated the Italian version of the sites. The no need to open another window or tab in the browser).seven Italian companies included in the Europe rankingwere evaluated in English only. By contrast, some companies are focusing their online strategy almost entirely on the HTML version of theirThe assessments were carried out over a period report. In many cases, the content of the website sectionstretching from late June to September 2011, with is reduced to a minimum as a result. In line with ourthe official closing date of August 1 communicated to methodology, companies adopting this approach tendedall companies in the research (October 7 for Austria). to receive low scores in our evaluations: we recogniseEach company’s website was evaluated twice by two that that they may have otherwise commendable onlinedifferent Lundquist analysts. Top-ranking companies CSR reports.were evaluated a third time.The assessment was restricted to the CSR (orequivalent) section of the website to reflect the factthat this is a point of reference for users interested inthese issues. Content outside of this area (for example,in corporate governance, investor relations or careersections) was evaluated only if there was a directlink from the CSR section to the relevant page ordocument.Although this rule may seem restrictive, it aims toreward those websites that fully integrate CSR-relatedinformation, for example with cross-links. Given thesize of many corporate websites, users should findthe necessary “signposts” to find the information theyare looking for. In the same way, the content of mini-sites was evaluated only in cases where users wereclearly directed there in association with CSR-relatedinformation.Where companies had more than one section of thewebsite (at the same menu level) dealing with CSR-related issues, all of these sections were evaluated.For example, some companies split their informationbetween Citizenship and Environment sections.The contents of CSR reports (interactive or in PDF) wereexcluded from the assessments because the researchaims to understand how corporate websites are usedto communicate CSR to a broad audience and not toassess reporting per se.As above, content was evaluated whenever a direct,specific link was provided to the relevant page orpages in the report as a way to guide users to furtherinformation (generic links to the report homepage or toentire sections were not considered). PDF documentsnow allow links to specific pages.Report contents were evaluated directly only in the caseof web-based reporting, when the report was fullyintegrated within the CSR section of the corporatewebsite: this reporting format involves offering only one Lundquist - www.lundquist.it - csr@lundquist.it 9
  10. 10. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1CSR Online Awards Germany 2011 Position Position Company name Score 2011 Score 2010 Change Position in 2011 2010 (2011 vs 2010) Europe ranking 1 3 Deutsche Post DHL* 82.5 66.5 16 2 2 4 E.ON* 71.5 64 7.5 8= 3 10 Siemens* 68.5 52.5 16 10 4 6 Allianz* 64 59.5 4.5 13 5 12 BASF* 63.5 48 15.5 14= 6 7 BMW* 62.5 58 4.5 18 7 5 Deutsche Bank* 60 62.5 -2.5 19= 8 2 RWE* 59.5 67 -7.5 22= 9= 14= Daimler* 57.5 46.5 11 28= 9= 14= Munich Re* 57.5 46.5 11 28= 11 8= Adidas 56 53.5 2.5 - 12 1 Henkel 55.5 73 -17.5 - 13 8= Bayer* 55 53.5 1.5 37= 14 13 LindeGroup 53.5 47.5 6 - 15 16 Merck 52.5 46 6.5 - 16 21= Volkswagen* 50 37.5 12.5 51= 17 11 Deutsche Lufthansa 48.5 50 -1.5 - 18= 27 Beiersdorf 48 21 27 - 18= 24 HeidelbergCement 48 35.5 12.5 - 20 17 Deutsche Telekom* 46 43.5 2.5 63= 21= 20 K+S Group 45 38 7 - 21= 23 MAN 45 37 8 - 23 18= Metro* 40 40.5 -0.5 71= 24 25 Deutsche Boerse 39.5 33.5 6 - 25 18= SAP* 38.5 38.5 0 73= 26 26 ThyssenKrupp 36.5 30.5 6 - 27 28 Infineon Technologies 28 20.5 7.5 - 28 21= Commerzbank 22 37.5 -15.5 - 29 29 Fresenius 12 15.5 -3.5 - 30 30 Fresenius Medical Care 11 14 -3 -* Companies included in the CSR Online Awards Europe 2011Full disclosure: Lundquist has provided CSR services or reports in the past two years to the following companies included in the CSROnline Awards 2011 German ranking: Bayer, Deutsche Post DHL. Lundquist - www.lundquist.it - csr@lundquist.it 10
  11. 11. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1CSR reports & consulting services Developing your online CSR communications strategyLundquist has supported leading European companies Stakeholder perception auditsin a variety of industries on their corporate responsibility Orientation in CSR communications and onlinecommunications, providing services ranging from CSR- reportingspecific benchmarking and action plans to websitearchitecture and content strategy. Page-by-page analysis of CSR site & architecture proposals Message and content developmentCSR Online Awards Report Web-based reportingThe complete findings of the CSR Online Awards 2011 Copy & corporate voice analysisare presented in a report (150+ pages) analysing Online content creationthe latest trends in online CSR communications, Social media strategyillustrated with more than 250 best practice examples.The report explains the evaluation protocol’s 79 criteria Extracts from CSR Online Awards Report and assessmentand provides the results of the 2011 rankings pluscomplete answers to our survey of 312 CSR experts.Developing your CSR websiteIn order to develop your online CSR communicationstowards international best practice, a tailored analysisdraws on the 79 criteria to provide concrete suggestionsfor improvement, even for companies not included inour 2011 rankings.In-depth focus reports are available on critical aspectssuch as online reporting, ongoing engagement andsocial media. The wealth of data generated by theresearch allows for detailed benchmarking by industryor country. About Lundquist Contact Lundquist is a strategic communications consultancy James Osborne specialising in online corporate communications. Our Head of CSR communications extensive research programmes provide intimate knowledge james.osborne@lundquist.it of international best practice and user requirements, Tel: (39) 02 4547 7681 / 2 underpinning consulting services covering financial and non-financial content strategy, the corporate website and social media. To order a copy of the full CSR Online Awards Report 2011 Drawing on our expertise in corporate responsibility, or for information about a website assessment, write to: investor relations and employer branding, we assist you csr@lundquist.it in managing communications challenges. Ultimately, we support your endeavours to promote transparency and www.lundquist.it accountability through effective use of the web. www.lundquist.it/blog Measure, Manage, Change. www.twitter.com/Lundquist www.slideshare.net/Lundquistsrl Lundquist - www.lundquist.it - csr@lundquist.it 11

×