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lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
lundquist.CSRONLINEAWARDS                                                                                                 ...
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CSR Online Awards 2011 Nordic Executive Summary

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  1. 1. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Lundquist CSR AssessingOnline Awards online CSRNordic communications based on2011 stakeholders’ needs12 December 2011Most Nordic companies fail to provide criticalnon-financial information online and follow thebroader European trend in missing the chance CSR Online Awards 2011:to build credibility and engage stakeholders on Europe’s first study of online CSRthe web communicationsNovo Nordisk, Danske Bank, Atlas Copco and 4th edition at European levelMetso stand out for online CSR communications 220+ companies evaluated in Europe: rankingsin new ranking for Nordic region for Austria, Europe 100, Germany, Italy, Nordic region, Switzerland, UK 79 evaluation criteriaThe CSR Online Awards, conducted annually by 100 points maximumcommunications consultancy Lundquist, comes for the 43 points average score for the top 40 Nordicfirst time to the Nordic region to examine how largest companiescompanies communicate corporate responsibilityonline. Although most of the top 40 companies report to 312 responses to survey from CSR experts in 37some extent on environmental, social and governance countriesissues, the results show that they fail to make the leapfrom a disclosure-driven approach to adopting proactiveand engaging online communications.The study assessed the corporate websites of the40 largest companies in the Nordic region using anevaluation protocol of 79 criteria, totalling 100 points.The criteria were drawn up on the basis of a surveyof more than 310 CSR professionals, sustainabilityexperts and stakeholder representatives in 37countries.The CSR Online Awards Nordic 2011, published today, 3rd Lundquist CSR Online Awardsfinds Novo Nordisk as the best company for online CSR Seminar – Venicecommunications with 65 points. Danske Bank came The 3rd Lundquist CSR Online Awardssecond with 59 points, just ahead of Atlas Copco and Seminar, held in Venice on 27-28 October,Metso in joint third position with 58.5 points. Rounding brought together representatives from more than 50out the top 10 (in descending order) were SCA, ABB, companies across Europe to recognise the winnersNokia, Carlsberg, Ericsson and Electrolux. The of the CSR Online Awards 2011. The seminaraverage score was 43 points. featured internationally renowned speakers, company case studies and discussion of the futureNordic companies perform firmly lower than European of corporate responsibility on the internet. See theleaders (members of the FTSE Eurotop 100 Index), Lundquist website for details and photographs.whose average score was 50 points. Lundquist - www.lundquist.it - csr@lundquist.it 1
  2. 2. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1CSR Online Awards 2011: evaluating the “Nordic companies are doing a decent job of insertingeffectiveness of corporate responsibility into their corporate websites a range of social and environmental content, mostly derived from their reports,”communications said James Osborne, head of CSR communications at Lundquist. “But in an environment of deep suspicionThe Lundquist CSR Online Awards has examined about claims to corporate responsibility or sustainability,how Europe’s biggest companies are communicating companies need to build a dynamic and interactivecorporate responsibility online, on the basis of the needs relationship with online audiences - even in social mediaof key users and stakeholders. The study found that - by providing a more candid, credible and engagingmany firms are failing to build trust in online audiences account of their activities, updated on a regular basis.”because they don’t use the web to communicatethe critical and compelling evidence behind their Chart 1: Nordic average and max score in three macro-areas ofcommitments to responsibility or sustainability. evaluation protocolThe study comprised seven country and regionalrankings – Austria, Europe 100, Germany, Italy, 58 Content 23.9Nordic region, Switzerland and UK – for a total of 29.8more than 220 companies analysed. Each websitewas assessed using a set of 79 evaluation criteria (vs. User 11.5 18.5 Max Score experience 1277 in 2010), drawn up on the basis of a survey of more Nordic average (overall 43/100)than 310 CSR professionals, sustainability experts and Europe average Ongoing 22.5stakeholder representatives from 37 countries. The engagement 7.6 8 (overall 50/100)criteria were grouped into 12 sections and three macro-areas: Contents, User experience and Ongoing 0 10 20 30 40 50 60engagement. Source: CSR Online Awards 2011 The average score in the all-important content section CSR Online Awards 2011: facts & figures was 41% of available points, in line with the overall average of 43 out of 100 (see chart 1). Best scores 220+ companies evaluated across Europe were found in the core social, environmental and 40 biggest Nordic companies assessed conventions & associations sections as well as for Each site evaluated twice (top performers a third overview information. However, many companies lack the critical information that demonstrates an honest and time) open attitude to corporate responsibility, rather than a 6 hours on average spent analysing each more limited, disclosure-driven approach. corporate website 1,320 hours of evaluations 34,800 judgements made Disclosure-based content provided… Hundreds of best practice examples identified 82% of companies have page or section on responsible Team of 7 people dedicated to the research products or services 58% have environmental data with historical comparisons 63% communicate their social commitment throughResults of the research: the challenge of case studiesbuilding trust …but critical content missingThe 2011 edition of the CSR Online Awards Nordicexamined the region’s 40 biggest companies (based on 68% offer no information on the site about report’s external assurancemembership of the benchmark OMX Nordic 40 Index).The study found that reporting on environmental and 65% present no information on the relationshipsocial impacts has become standard practice for most between CSR and corporate governancecompanies, but that few of them adopt proactive and 93% do not show the CSR function’s placement withinengaging online communications for wider audiences the company organizationto build relationships through interactivity, ongoingengagement, dialogue and effective use of socialmedia. 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, Nordic companies took into consideration the 100 biggest companies inperformed strongly on user experience (scoring on the region (members of the FTSE Eurotop 100 Index).average 62% of points available). But the greatestweakness (average 34% of points available) was found Eleven Nordic companies featured in the Europeanin ongoing engagement, with a lack of news and list with an average score of 49.5, showing that theresources, interactive functionality, use of social media biggest Nordic companies are performing in line withand information about stakeholder engagement (see their European peers. This compared with an averagebox). These are aspects that are critical to constructing of 58.4 points for German companies in the Europeana compelling account of a company’s CSR, building a list and of 48.4 for the British companies. Clearly, therelationship with stakeholders and providing them with overall result for the 40 biggest Nordic companies wasmuch sought-after regular updates. dragged lower by smaller companies. Nordic websites followed the broader European trend in performing best in terms of navigability and Weaknesses in ongoing engagement: usability as well as social and environmental content; 63% of companies make no use of video the weakest areas regarded information for socially responsible investors as well as interactivity, CSR news Only 20% explicitly use social media for CSR and resources. Nordic companies scored firmly lower 95% don’t provide a calendar of CSR events than overall European companies for their presentation 65% give no evidence of feedback received from of non-financial reporting (average in Reporting section stakeholders was 35% of total, compared with 49% in the Europe 100 ranking). The top performing Nordic companies in the Europe-wide list were Novo Nordisk, which reached 12th position, and ABB and Nokia in joint 30th.“Providing information about non-financial performanceis 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 to 2 Deutsche Post (82.5)dialogue.” 3 Telecom Italia (82) 4 Eni (79) 5= Nestlé (74.5) Top performers in… 5= UniCredit (74.5) Overview: Carlsberg (7.5 points out of 9.5), UPM, ABB 7 Enel (74) and Ericsson (7) 8= E.ON (71.5) Reporting: Metso (11.5 / 12) 8= Intesa Sanpaolo (71.5) Environment: Atlas Copco (8 / 8.5) 10 Siemens (68.5) Ethics & governance: Assa Abloy and SEB (4.5 / 6.5) Socially responsible investment: Novo Nordisk (3.5 / 6) Interactivity: Nokia (6.5 / 8) and Volvo (6) Challenge for the future: from reporting to Dialogue & contacts: Atlas Copco, Danske Bank, communicating Metso and SCA (7 / 9.5) The CSR Online Awards 2011 found in general that non- financial reporting – whether in a standalone report or integrated into the annual report – has become standard practice for almost all of Europe’s biggest companies.Nordic performance in a European context Among the 100 companies assessed in the European ranking, for example, all provided some form of socialThe average of the 40 Nordic companies taken into and environmental reporting on their corporate websiteconsideration was 43 points. This compares with an and four out of five had a CSR section at the first level ofaverage of 50 points for the European ranking, which navigation of their corporate website. Lundquist - www.lundquist.it - csr@lundquist.it 3
  4. 4. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1In the Nordic region, the same general trend is true: have been penalized in our research,” commentedthe CSR Online Awards 2011 Nordic research found Karim Bruneo, CSR consultant at Lundquist. “A once-that 63% of companies have a CSR section at the first a-year report is unlikely to be the most effective onlinelevel of navigation of the corporate website and only channel for a wide range of stakeholders.”15% have no report or fail to explain that non-financialinformation is available in the annual report. CSR Online Awards 2011: top ten in theOf the companies considered, 28% presented an Nordic regionHTML version of their CSR report (or of their integratedannual report) while 45% stuck to a PDF version only. 1 Novo Nordisk (65 points)The remaining 13% of companies are reporting directly 2 Danske Bank (59)within the corporate website pages, an optimal solutionknown as web-based reporting, which saves users 3= Atlas Copco (58.5)having to navigate both the corporate website and the 3= Metso (58.5)report for a complete picture (see chart 2). 5 SCA (58) 6= ABB (57)Chart 2: Breakdown of Nordic non-financial reporting by format 6= Nokia (57)(including “integrated” reports) 8 Carlsberg (56.5) 9 Ericsson (56) None or Web-based report not 10 Electrolux (55.5) 13% presented 15% HTML version Top performers in online CSR 28% comunications PDF only 45% Novo Nordisk achieved 65 points getting the first place in the inaugural Nordic ranking. While the company has long been recognized as a pioneer of integrated reporting, it represents best practice in preserving non-financial information communications throughSource: Lundquist CSR Online Awards 2011 the Sustainability section of its corporate website. The company conveys a clear commitment to accountability and its triple bottom line approach.In terms of reporting, the CSR Online Awards found thata majority of the biggest companies in Europe are now Index page of Novo Nordisk’s Sustainability sectionpresenting their non-financial reports online (as HTMLversions or web-based reports), rather than only in PDF.In the Nordic region, it now stands at 41%. But this drivetowards online reporting is not always catering to thespecific needs of online audiences that have emergedfrom our surveys of CSR professionals 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. www.novonordisk.com“Given the evidence that few stakeholders read reportsand the message we’ve received in our surveys from Danske Bank, with 59 points, finished in secondusers of this information companies adopting this solution position. The company provides its stakeholders with Lundquist - www.lundquist.it - csr@lundquist.it 4
  5. 5. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1exhaustive non-financial content and a high level of Index page of Metso’s Sustainability sectionnavigability and usability.Index page of Danske Bank’s Responsibility sectionwww.danskebank.com www.metso.com Fifth place in the Nordic ranking was taken by SCA,Atlas Copco and Metso tied for third with 58.5 points. which achieved 58 points. ABB and Nokia tied jointlyThe Swedish company stands out for its user experience in sixth position with 57 points. Carlsberg achievedand effective use of case studies and video. the eighth position with 56.5 points, Ericsson and Electrolux closed out the top 10, respectively with 56Helsinki-based Metso presents a large number of and 55.5 points.sustainability contacts and presents a high standard ofonline reporting, including economic aspects. The six Danish companies achieved an average score of 44.8 points while companies from Finland (8) andIndex page of Atlas Copco’s Sustainability section Sweden (26) perform slightly lower with an average score of respectively 44.2 and 44.3 points. 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.atlascopco.com drew responses from 37 countries with 58% coming from continental Europe, 14% from the US and Canada, 10% from the UK and Ireland, 7.4% from Nordic countries and 10% from the rest of the world. Lundquist - www.lundquist.it - csr@lundquist.it 5
  6. 6. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1A full 71% of respondents worked outside of major >> Almost half of respondents are very keen to havecorporations, being journalists, sustainability an ongoing flow of information from companiesconsultants and sustainability rating analysts as well about their non-financial performance: they areas people working in academia, think tanks, industry looking for companies to respond to issues inassociations and NGOs. the media or public debate and publish updated environmental data, press releases and caseWhile previous surveys have captured the scepticism studies and be active in social mediaand mistrust with which many people treat companies’social and environmental claims, this year’s studysought to identify aspects that make online content >> There is widespread interest in stakeholdermore authoritative, credible and reliable in the eyes of dialogue, how it influences the decision-makingits users. process and in hearing stakeholder points of viewChart 3: What gives greatest confidence when assessing onlineCSR information? (% of 166 non-corporate responses, two choices >> YouTube is emerging to become one of the mostallowed) used social media channels for CSR – second Adherence to 43% after LinkedIn – although Twitter is widely used principles/guidelines by the most intense social media users; use of 38% Performance data Facebook for CSR is growing too External assurance 32% Partnership with 25% NGOs External experts’ perspectives 24% A summary of the survey results will be sent to all Quantitative targets 22% respondents who requested a copy and published on Membership of 13% the Lundquist website (www.lundquist.it/research). sustainability index Other 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Source: Lundquist CSR Online Awards 2011Key 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 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 Nordic 2011 Position 2011 Company name Country Score 2011 Position in Europe ranking 1 Novo Nordisk* DK 65 12 2 Danske Bank DK 59 - 3= Atlas Copco SE 58.5 - 3= Metso FI 58.5 - 5 SCA SE 58 - 6= ABB* SE/CH 57 30= 6= Nokia* FI 57 30= 8 Carlsberg DK 56.5 - 9 Ericsson* SE 56 33 10 Electrolux SE 55.5 - 11= SKF SE 52.5 - 11= Volvo* SE 52.5 44= 13 AstraZeneca* SE/UK 51.5 47= 14 Fortum* FI 49 56= 15 Swedbank SE 48 - 16 Skanska SE 47 - 17= UPM FI 45.5 - 17= H&M* SE 45.5 65= 19= Wartsila FI 45 - 19= Teliasonera* SE 45 67 21= SEB SE 44.5 - 21= Stora Enso FI 44.5 - 23 Sandvik SE 44 - 24 ASSA ABLOY SE 43.5 - 25= Boliden SE 43 - 25= KONE FI 43 - 25= Swedish Match SE 43 - 28 Tele2 SE 40.5 - 29 SSAB SE 37.5 - 30 Scania SE 37 - 31 Vestas DK 36 - 32 A.P. Moller Maersk* DK 35 83= 33 Nordea* SE 31.5 87 34 Alfa Laval SE 31 - 35 Svenska Handelsbanken SE 26,5 - Lundquist - www.lundquist.it - csr@lundquist.it 10
  11. 11. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1 Position 2011 Company name Country Score 2011 Position in Europe ranking 36 Investor SE 19 - 37 GETINGE SE 18 - 38 FLSmidth DK 17.5 - 39 Hexagon SE 15.5 - 40 Sampo FI 11 -* Companies included in the CSR Online Awards Europe 2011 Lundquist - www.lundquist.it - csr@lundquist.it 11
  12. 12. 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 12

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