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 UK Executive Summary

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CSR Online Awards 2011 UK Executive Summary

  1. 1. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Lundquist CSR AssessingOnline Awards online CSRUK communications based on2011 stakeholders’ needs13 December 2011UK’s biggest companies are failing to transformnon-financial reporting into effective anddynamic online communications, missing CSR Online Awards 2011:a chance to build credibility and engage Europe’s first study of online CSRstakeholders on the web communicationsCentrica, Rio Tinto and Royal Dutch Shell 4th edition at European levelperform best in online CSR communications 220+ companies evaluated in Europe: rankings for Austria, Europe 100, Germany, Italy, NordicThe average score of biggest British firms lags region, Switzerland, UKbehind performance of German and Nordic 79 evaluation criteriapeers 100 points maximum 45.8 points average score for the top 30 UK companiesThe CSR Online Awards, conducted annually by 312 responses to survey from CSR experts in 37communications consultancy Lundquist, returns to theUK to examine how its largest companies communicate countriescorporate responsibility online. While reporting ofenvironmental and social information has becomestandard practice, results show that most companiesfail to make the leap from a disclosure-drivenapproach to adopting proactive and engaging onlinecommunications.The study assessed the corporate websites of the30 largest companies in the UK 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 and 3rd Lundquist CSR Online Awardsstakeholder representatives in 37 countries. Seminar – Venice The 3rd Lundquist CSR Online Awards Seminar, held in Venice on 27-28 October,The CSR Online Awards UK 2011, published today, brought together representatives from more than 50finds Centrica as the best company for online CSR companies across Europe to recognise the winnerscommunications with 84 points. Rio Tinto came second of the CSR Online Awards 2011. The seminarwith 63.5 points, just ahead of Royal Dutch Shell in featured internationally renowned speakers,third position with 63 points. Rounding out the top 10 (in company case studies and discussion of the futuredescending order) were GlaxoSmithKline, SABMiller, of corporate responsibility on the internet. See theUnilever, Imperial Tobacco, Vodafone, National Grid Lundquist website for details and photographs.and Xstrata. The average score was 45.8 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 “British 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: UK average and max score in three macro-areas of evaluationcommitments to responsibility or sustainability. protocolThe study comprised seven country and regionalrankings – Austria, Europe 100, Germany, Italy, 58 Content 27.2Nordic 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 11.8 18.5 Max Score experience 1277 in 2010), drawn up on the basis of a survey of more UK average (overall 45.8/100)than 310 CSR professionals, sustainability experts and Europe average Ongoing 22.5stakeholder representatives from 37 countries. The engagement 6.6 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 47% of the maximum available, in line with the overall average (see chart 1). Best scores were seen 220+ companies evaluated across Europe in the core social (55%), environmental (56%) and 30 biggest UK companies assessed conventions & associations (61%) sections as well as Each site evaluated twice (top performers a third for reporting (50%). 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 73% of top 30 UK companies have a page or section on Team of 7 people dedicated to the research responsible products and services 57% have environmental data with historical comparisons 83% 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 UK examinedthe 30 biggest companies (largest components of the half of companies fail to identify their stakeholdersbenchmark FTSE 100 Index). The study found that all of the 60% make no connection between CSR and corporatetop companies report to some extent on environmental, governancesocial and governance issues but few of them adopt 87% do not show where their CSR function is placedproactive and engaging online communications for wider within the organisational chartaudiences to build relationships through interactivity,ongoing engagement, dialogue and effective use ofsocial media. 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, UK 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 64% of points available). But the greatestweakness (average 29% of points available) was found Twenty-five UK companies featured in the European listin ongoing engagement, with a lack of news and with an average score of 48.8, showing that the biggestresources, interactive functionality, use of social media UK companies are indeed performing in line with theirand information about stakeholder engagement (see European peers. But this figure was well below thebox). These are aspects that are crucial to constructing average of 58.4 points for German companies in thea compelling account of a company’s CSR, building a European list. The UK fell slightly behind the average ofrelationship with stakeholders and providing them with 49.5 for Nordic companies but beat the French averagemuch sought-after updates. of 45 points. The European ranking was indeed topped by a British firm – utility Centrica, with 84 points out of 100. Rio Weaknesses in ongoing engagement: Tinto finished in joint 14th place, Shell in joint 16th while 73% of websites lack social tagging tools GlaxoSmithKline and SABMiller just clinched top 20 positions. Only 7% of companies explicitly use social media for UK websites in general followed the broader European CSR trend in performing best in terms of navigability and No company provides a calendar of CSR events usability (73% of the overall score); the weakest areas 53% give no evidence of feedback received from regarded information for socially responsible investors stakeholders (17%) as well as interactivity (20%), CSR news and resources (32%). UK companies scored in line with overall European companies for their presentation of“Providing information about non-financial performance non-financial reporting (average in Reporting sectionis a great step forward compared with the past, but was 50% of total, compared with 49% in the Europe 100it’s not enough to build trust among stakeholders,” ranking).said Joakim Lundquist, founder of Lundquist. “To becredible online, companies need to be proactive andresponsive, reaching out to audiences with engaging, Top 10 in Europemultimedia content and opening themselves up todialogue.” 1 Centrica (84 points) 2 Deutsche Post (82.5) 3 Telecom Italia (82) Top performers in… 4 Eni (79) Overview: Centrica (9 points out of 9.5), SABMiller 5= Nestlé (74.5) and Vodafone (8) 5= UniCredit (74.5) Reporting: BP (11.5/12), GlaxoSmithKline (11) 7 Enel (74) Environment: Centrica (8.5/8.5), National Grid (8) 8= E.ON (71.5) Ethics & governance: Centrica (6/6.5), Rio Tinto (5.5) 8= Intesa Sanpaolo (71.5) Socially responsible investment: Imperial Tobacco 10 Siemens (68.5) (5/6) Interactivity: Centrica (5.5/8), Reckitt Benckiser (4) Dialogue & contacts: Centrica (7.5/9.5), Prudential (7) Challenge for the future: from reporting to communicating The CSR Online Awards 2011 found in general that non- financial reporting – whether in a standalone report orUK 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 UK companies taken into Among the 100 companies assessed in the Europeanconsideration was 45.8 points. This compares with an ranking, for example, all provided some form of socialaverage of 50 points for the European ranking, which and environmental reporting on their corporate website Lundquist - www.lundquist.it - csr@lundquist.it 3
  4. 4. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1and four out of five had a CSR section at the first level of “Given the evidence that few stakeholders read reportsnavigation of their corporate website. and the message we’ve received in our surveys from users of this information companies adopting this solutionIn the UK, the same general trend is true: the CSR Online have been penalized in our research,” commentedAwards 2011 UK research found that 87% of companies Karim Bruneo, CSR consultant at Lundquist. “A once-have a CSR section at the first level of navigation of the a-year report is unlikely to be the most effective onlinecorporate website and all publish a non-financial report channel for a wide range of stakeholders.”(only one company failed to explain that CR informationwas placed in the annual report). CSR Online Awards 2011: top five inIn terms of online reporting, however, British companies the UKare ahead of their European counterparts. Of the 30companies considered, 37% presented an HTML 1 Centrica (84 points)version of their CSR report (or of their integrated annual 2 Rio Tinto (63.5)report) while only 30% stuck to a PDF version only. 3 Royal Dutch Shell (63)The remaining 30% of companies are reporting directlywithin the corporate website pages, an optimal solution 4= GlaxoSmithKline (60known as web-based reporting, which saves users 4= SABMiller (60)having to navigate both the corporate website and thereport for a complete picture (see chart 2).Chart 2: Breakdown of UK non-financial reporting by format(including “integrated” reports) Top performers in online CSR Report comunications not indicated 3% Thanks to its 84 points, Centrica was the run-away Web-based winner of the UK ranking in 2011. The company provides 30% a vast range of relevant information directly in the HTML version corporate website, supported by web-based dialogue 37% (blogs, web chats, social media) as well as news, video, case studies and interactive charting. PDF only 30% Index page of Centrica’s Responsibility sectionSource: Lundquist CSR Online Awards 2011In terms of reporting, the CSR Online Awards found thata majority of the biggest companies in Europe and UKare now presenting their non-financial reports online(as HTML versions or web-based reports), rather thanonly 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 European companies are greatly reducingthe information provided in the corporate websitesection and focusing their online strategy almost entirely www.centrica.comon the HTML version of their report. But this choiceclashes with the assumptions behind the CSR OnlineAwards, such as the need for an ongoing relationship Rio Tinto, which ranked second by a tiny margin withwith stakeholders and the integration of corporate 63.5 points, presents a great example of web-basedresponsibility within the wider online communications reporting and integration of ethics and governancestrategy. Lundquist - www.lundquist.it - csr@lundquist.it 4
  5. 5. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1content within the CSR section. Extensive information Fourth place in the UK ranking was taken byabout Socially Responsible Investment is provided to GlaxoSmithKline and SABMiller, which achieved 60stakeholders. points each. Unilever tied in sixth position with 59.5 points. Imperial Tobacco took seventh with 59 pointsIndex page of Rio Tinto’s Our approach section while Vodafone ranked eighth with 56.5 points. National Grid and Xstrata closed out the top 10 with 55.5 and 53.5 points respectively. 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.riotinto.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 countriesShell scored 63 points, ranking third. The oil and 10% from the rest of the world.company’s website presents detailed informationsupported by news, resources and a high level of A full 71% of respondents worked outside of majorvisual communications. It stands out for the way its corporations, being journalists, sustainabilitysustainability issues are communicated throughout the consultants and sustainability rating analysts as wellwebsite, including on its Shell Dialogues section. as people working in academia, think tanks, industry associations and NGOs.Index page of Shell’s Environment & Society section 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% Membership of 13% sustainability index Other 4%www.shell.com 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 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 UK 2011 Position Position Company name Score 2011 Score 2010 Change Position in 2011 2010 (2011 vs 2010) Europe ranking 1 2 Centrica* 84 68.5 15.5 1 2 10 Rio Tinto* 63.5 56 7.5 14= 3 4= Royal Dutch Shell* 63 64.5 -1.5 16= 4= 4= GlaxoSmithKline* 60 64.5 -4.5 19= 4= 9 SABMiller* 60 56.5 3.5 19= 6 6= Unilever* 59.5 61.5 -2 22= 7 14 Imperial Tobacco* 59 50.5 8.5 25= 8 17 Vodafone* 56.5 48.5 8 32 9 6= National Grid* 55.5 61.5 -6 34= 10 3 Xstrata* 53.5 65 -11.5 42 11 12 Anglo American* 52 52 0 46 12= 8 AstraZeneca* 51.5 57 -5.5 47= 12= 15= BP* 51.5 49 2.5 47= 14 11 Tesco* 50 55 -5 51= 15 18= Barclays* 49 44 5 56= 16 13 BG Group* 48.5 51.5 -3 59 17 1 BT Group 46.5 70.5 -24 - 18 18= British Sky Broadcasting Group 46 44 2 - 19 15= British American Tobacco* 44 49 -5 68 20 24 Reckitt Benckiser* 40 33 7 71= 21 20 HSBC* 38.5 41 -2.5 73= 22 21 Royal Bank of Scotland* 35.5 39.5 -4 82 23 26 Standard Chartered* 35 29.5 5.5 83= 24 22 Prudential* 32 35 -3 86 25 25 Diageo* 29.5 32 -2.5 89= 26 27 Lloyds Banking Group* 28 29 -1 93 27 n.a. International Power 24 n.a - - 28 29 BHP Billiton*+ 20 19.5 0.5 98= 29 n.a. Glencore 19.5 n.a - - 30 28 Carnival 18 21 -3 -* Companies included in the CSR Online Awards Europe 2011+ BHP Billiton released a new Sustainability section following the closing of the CSR Online Awards evaluations. 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 12

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