CSR Online Awards Europe 2011 Executive Summary

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  • 1. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Lundquist AssessingCSR Online Awards online CSR2011 communications based onEurope 100 stakeholders’ needs24 October 2011Europe’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. communicationsCentrica, Deutsche Post and Telecom Italia 4th editionstand out for best online CSR communications 220+ companies evaluated in Europe: rankings for Austria, Europe 100, Germany, Italy, NordicThe CSR Online Awards, conducted annually by region, Switzerland and UKcommunications consultancy Lundquist, has examinedhow Europe’s largest listed companies communicate 79 evaluation criteriacorporate responsibility online. 100 points maximum 50 points average score for Europe 100While reporting of environmental and social information 312 responses to survey from CSR experts in 37has become standard practice for Europe’s top 100firms, the study shows many are failing to build trust countriesin online audiences because they don’t use the web tocommunicate critical and compelling evidence behindtheir commitments to responsibility or sustainability.Although websites are elegant and efficient, companiesare missing the opportunity to build relationships throughinteractivity, ongoing engagement and effective useof social media.The CSR Online Awards – now in its fourth year– assessed the corporate websites of the largestcompanies in Europe using an evaluation protocol of79 criteria, totalling 100 points. The criteria were drawnup on the basis of a survey of more than 310 CSRprofessionals, sustainability experts and stakeholderrepresentatives in 37 countries. 3rd Lundquist CSR Online AwardsThe CSR Online Awards Europe 100, published today, Seminar – Veniceidentified UK utility Centrica as the best company foronline CSR communications, with a total of 84 points. The 3rd Lundquist CSR Online AwardsIt was closely followed by German mail and logistics Seminar will be held in Venice on 27-28company Deutsche Post DHL, which scored 82.5, and October, bringing together representatives fromItalian phone company Telecom Italia in third position more than 50 companies across Europe pluswith 82. Rounding out the top 10 (in descending order) internationally renowned speakers and case studies,were Eni, Nestlé, UniCredit, Enel, E.ON, Intesa all focused on a discussion of the future of corporateSanpaolo and Siemens. The average score was 50 responsibility on the internet.points. Lundquist - www.lundquist.it - csr@lundquist.it 1
  • 2. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1CSR Online Awards 2011: evaluating the stakeholder engagement. The ranking is supplementedeffectiveness of corporate responsibility by six country and regional studies (Austria, Germany, Italy, Nordic, Switzerland, UK), for a total of more thancommunications 220 companies analysed.The Lundquist CSR Online Awards has examined Each website was assessed using a set of 79 evaluationhow Europe’s biggest companies are communicating criteria (vs. 77 in 2010), drawn up on the basis of a surveycorporate responsibility online, on the basis of the needs of more than 310 CSR professionals, sustainabilityof key users and stakeholders. The study found that experts and stakeholder representatives from 37many firms are failing to build trust in online audiences countries. The criteria were grouped into 12 sectionsbecause they don’t use the web to communicate and three macro-areas: Contents, User experiencethe critical and compelling evidence behind their and Ongoing engagement.commitments to responsibility or sustainability.All of Europe’s top 100 firms are reporting on environmentaland social impacts, but the study shows that few of them Results of the research: the challenge ofleverage this wealth of information to communicate building trusta convincing, transparent story of their non-financialperformance to a wide range of stakeholders. Although The CSR Online Awards 2011 found that non-financialwebsites are elegant and efficient, companies rarely reporting – whether in a standalone report or integrateduse them to build relationships through interactivity, into the annual report – has become standard practiceongoing engagement and dialogue, and effective use for Europe’s biggest companies. Among those assessedof social media. in the Europe 100 ranking, all provided some form of social and environmental reporting on their corporate website and four out of five have a CSR section at the first level of navigation of their corporate website. CSR Online Awards 2011: facts & figures 220+ companies evaluated across Europe 7 national and regionals rankings Top performers in… Each site evaluated twice (top performers a third Overview: Centrica, Deutsche Post (9 out of 9) time) Reporting: BP (11.5/12) 6 hours on average spent analysing each Ethics & governance: Enel (6.5/6.5) corporate website Social: Telecom Italia (12.5/12.5) 1,320 hours of evaluations Socially responsible investment: Nestlé (6/6) 34,800 judgements made Navigability & usability: Eni, BBVA, Lafarge (11.5 / Hundreds of best practice examples identified 12.5) Team of 7 people dedicated to the research Interactivity: Nestlé, Nokia (6.5/8) Dialogue & contacts: Intesa Sanpaolo (9.5/9.5)“Companies are doing a decent job of inserting into theircorporate websites a range of social and environmental The average of the 100 companies taken intocontent, mostly derived from their reports,” said James consideration was 50 points, in line with the averageOsborne, head of CSR communications at Lundquist. performance of leading European companies in 2010“But in an environment of deep suspicion about claims (68 companies in the Europe 100 ranking were evaluatedto corporate responsibility or sustainability, companies as part of the CSR Online Awards 2010, scoring onneed to build a dynamic and interactive relationship with average 50.1 points).online audiences – even in social media – by providinga more candid, credible and engaging account of their Websites performed best in terms of navigability andactivities, updated on a regular basis.” usability as well as disclosure-driven and static social and environmental content; the weakest areas regardedThe CSR Online Awards, conducted for a fourth year by information for socially responsible investors as well ascommunications consultancy Lundquist, examined how interactivity, news, dialogue and contacts.the corporate websites of the 100 biggest companiesin Europe (members of the FTSE Eurotop 100 index)are used as a platform for CSR communications and Lundquist - www.lundquist.it - csr@lundquist.it 2
  • 3. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Chart 1: Maximum score and European average in three macro-areas Nine of the top 20 companies in the European rankingof evaluation protocol have adopted web-based reporting. Content 29,8 58 Another 39% of companies present an online version of their CSR report (or of their integrated annual report) with 43% sticking to a PDF-only version. One company User experience 12 18,5 was penalised for not explaining anywhere on its website that its non-financial reporting was included in its annual Ongoing 8 22,5 Average score report (provided in online version). engagement 13 Maximum score Chart 2: Breakdown of non-financial report by format (including 0 10 20 30 40 50 60 integrated reports)Source: Lundquist CSR Online Awards 2011In terms of content, companies scored on average 51% Web-based Report notof the maximum, thanks above all to the core social (16.2%) indicated Online (1%)and environmental information available. However, versionmany companies lack the critical information that (39.4%)demonstrates an honest and open attitude to corporateresponsibility, rather than a more limited, disclosure- PDF onlydriven approach (see boxes). (43.4%) Disclosure-based content provided… Source: Lundquist CSR Online Awards 2011 Two thirds of companies have CSR report archive going back at least five years 81% have information about their climate change A number of companies are greatly reducing the strategy information provided in the corporate website section 78% have a human rights statement or policy and focusing their online strategy almost entirely on the HTML version of their report. …but critical content missing “Given the evidence that few stakeholders read reports and the message we’ve received in our surveys 65% of companies fail to explain on their site reporting from users of this information, companies adopting guidelines used (if any) this solution have been penalised in our research,” 48% offer no information on the site about external commented James Osborne. “A once-a-year report assurance is unlikely to be the most effective online channel for a 49% have information on their whistle-blowing process wide range of stakeholders.” but only 17% provide figures for the number of cases reported As regards the two other macro-areas, companies 59% have no information on their performance in a continued to perform strongly on user experience sustainability rating (scoring on average 65% of points available). But the greatest weakness was found in ongoing engagement, with a lack of news and resources, interactive functionality and use of social media, contact details and informationIn terms of reporting, the research found that a majority about stakeholder engagement (see box).of companies are now presenting their non-financialreports online, rather than only in PDF. But this drive These are aspects that are critical to constructingtowards online reporting is not always catering to the a compelling account of a company’s CSR, build aspecific needs of online audiences that have emerged relationship with stakeholders and provide them withfrom our surveys of CSR professionals and experts. much sought-after regular updates.The research found that 16% of companies are now “Providing ample information about non-financialreporting directly within the corporate website pages, performance is a great step forward compared withan optimal solution known as web-based reporting, the past, but it’s not enough to build trust amongwhich saves users having to navigate both the corporate stakeholders,” said Joakim Lundquist, founder ofwebsite and the report. Lundquist - www.lundquist.it - csr@lundquist.it 3
  • 4. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Lundquist Srl. “To be credible online, companies Deutsche Post finished in second place with 82.5need to be proactive and responsive, reaching out points thanks to a vast but user friendly Responsibilityto audiences with engaging, multimedia content and section. Also featuring a web-based report, the siteopening themselves up to dialogue.” is replete with news 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. Weaknesses in ongoing engagement: Index page of Deutsche Post’s Responsibility section 37% of companies make no use of video Only 22% of companies explicitly use social media for CSR 44% make virtually no use of charts and diagrams 61% provide no information about stakeholders’ opinions 22% give no feedback channelsTop performers in online CSRcommunicationsCentrica, with 84 points out of 100, came top in theinaugural pan-European ranking of the CSR OnlineAwards, with a website that performed strongly invirtually all sections of the evaluation protocol. Thanksto a web-based reporting format, the company provides www.dp-dhl.coma vast range of relevant information directly in thecorporate website, supported by web-based dialogue Telecom Italia clinched third place with 82 points, up(blogs, web chats, social media) as well as news, video, 13 points from 2010 with a Sustainability section of itscase studies and interactive charting. corporate website running to well over 100 pages. The company provides detailed information about its non-Centrica’s Responsibility index page financial performance – scoring full points in both the environment and social sections of the research – as well as offering stakeholders ample interactivity, including its avoicomunicare blog. Index page of Telecom Italia’s Sustainability sectionwww.centrica.co.uk www.telecomitalia.com Lundquist - www.lundquist.it - csr@lundquist.it 4
  • 5. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Fourth place in the Europe 100 ranking was taken by Chart 3: What gives greatest confidence when assessing online CSRItalian oil and gas company Eni, the winner of the CSR information? (%age of 166 non-corporate responses, two choicesOnline Awards “Global Leaders” in 2009 and 2010, on allowed) Adherence to international79 points. Swiss food company Nestlé was in joint fifth principles/guidelines 43place scoring 74.5 points, together with Italian bank Performance data 38UniCredit. External assurance 32 Partnership with 25 NGOsEnel, the Italian utility, finished in seventh (74 points), External experts’ 24followed in joint eighth on 71.5 points by its German perspectives Quantitative targets 22energy rival E.ON and Italian bank Intesa Sanpaolo, Membership ofwhich notched up an impressive increase of 29.5 points sustainability index 13compared with 2010. Rounding out the top 10 was Other 4Siemens, the German industrial group, which scored 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%68.5 points. Source: Lundquist CSR Online Awards Survey 2011 Key findingsCSR Online Awards Survey 2011: Buildingtrust in online audiences >> Half of respondents check corporate websites for CSR-related information at least several timesThe Lundquist CSR Online Awards Survey 2011 was a week, more than one in six doing so on a dailyconducted to understand how CSR professionals – basispeople who work regularly on corporate responsibilityand sustainability issues – use the internet to getinformation and exchange views. Following last year’s >> The most important aspects for establishing trustfocus on stakeholder engagement and social media, the and confidence in website users is adoption2011 questionnaire examined what elements of online of international guidelines and frameworks,communications help build trust and confidence in performance data and information aboutusers. external assuranceA total of 312 people answered the survey, an increase >> Although the survey shows how online audiencesof 22% from 2010 and bringing to more than 800 are diverse with differing preferences, usersthe number of responses received over four years of repeatedly indicated the importance of data,surveys. The questionnaire launched on 23 May 2011 targets, case studies, governance and policies,drew responses from 37 countries with 58% coming from as well as information about the environmentalcontinental Europe, 14% from the US and Canada, 10% impact of a company’s products or servicesfrom the UK and Ireland, 7.4% from Nordic countriesand 10% from the rest of the world. >> Almost half of respondents are very keen to have an ongoing flow of information from companiesA full 71% of respondents worked outside of major about their non-financial performance: they arecorporations, being journalists, sustainability looking for companies to respond to issues inconsultants and sustainability rating analysts as well the media or public debate and publish updatedas people working in academia, think tanks, industry environmental data, press releases and caseassociations and NGOs. studies and be active in social mediaWhile previous surveys have captured the scepticism >> There is widespread interest in stakeholderand mistrust with which many people treat companies’ dialogue, how it influences the decision-makingsocial and environmental claims, this year’s study process and in hearing stakeholder points ofsought to identify aspects that make online content viewmore authoritative, credible and reliable in the eyes ofits users. >> 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 too A summary of the survey results will be sent to all respondents who requested a copy and published on the Lundquist website (www.lundquist.it/research). Lundquist - www.lundquist.it - csr@lundquist.it 5
  • 6. 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 6
  • 7. 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 7
  • 8. 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 8
  • 9. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1Classification CSR Online Awards 2011 - Europe 1002011 Company Country Sector 2011 2010Position Score Score1 Centrica GB Utilities 84 68.52 Deutsche Post DE Industrial goods & services 82.5 66.53 Telecom Italia IT Telecommunications 82 694 Eni IT Oil & gas 79 75.55= Nestlé CH Food & beverages 74.5 72.55= UniCredit IT Banks 74.5 627 Enel IT Utilities 74 688= E.ON DE Utilities 71.5 648= Intesa Sanpaolo IT Banks 71.5 4210 Siemens DE Industrial goods & services 68.5 52.511 BBVA ES Banks 67 6212 Novo Nordisk DK Healthcare 65 n.a.13 Allianz DE Insurance 64 59.514 = BASF DE Chemicals 63.5 4814 = Rio Tinto GB Basic resources 63.5 5616 = Lafarge FR Construction & materials 63 n.a.16 = Royal Dutch Shell GB/NL Oil & gas 63 64.518 BMW DE Automobiles & parts 62.5 5819 = Deutsche Bank DE Banks 60 62.519 = GlaxoSmithKline GB Healthcare 60 64.519 = SABMiller GB Food & beverages 60 56.522 = Credit Suisse CH Banks 59.5 5722 = RWE DE Utilities 59.5 6722 = Unilever GB/NL Food & beverages 59.5 61.525 = Imperial Tobacco GB Personal & household goods 59 50.525 = UBS CH Banks 59 68.527 L’Oreal FR Personal & household goods 58.5 n.a.28 = Daimler DE Automobiles & parts 57.5 46.528 = Munich Re DE Insurance 57.5 46.530 = ABB CH/SE Industrial goods & services 57 4830 = Nokia FI Technology 57 57.532 Vodafone GB Telecommunications 56.5 48.533 Ericsson SE Technology 56 n.a.34 = Holcim CH Construction & materials 55.5 5334 = Iberdrola ES Utilities 55.5 4434 = National Grid GB Utilities 55.5 61.537 = Bayer DE Chemicals 55 53.537 = Total FR Oil & gas 55 49.539 = AXA FR Insurance 54.5 50.539 = Sanofi FR Healthcare 54.5 5741 Repsol YPF ES Oil & gas 54 n.a.42 Xstrata GB Basic resources 53.5 65 Lundquist - www.lundquist.it - csr@lundquist.it 9
  • 10. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 12011 Company Country 2011 2010Position Score Score43 Roche CH Healthcare 53 54.544 = Schneider Electric FR Industrial goods & services 52.5 n.a.44 = Volvo SE Industrial goods & services 52.5 n.a.46 Anglo American GB Basic resources 52 5247 = AstraZeneca GB/SE Healthcare 51.5 5747 = BP GB Oil & gas 51.5 4947 = EDF FR Utilities 51.5 n.a.50 France Telecom FR Telecommunications 50.5 n.a.51 = Assicurazioni Generali IT Insurance 50 45.551 = Credit Agricole FR Banks 50 n.a.51 = Novartis CH Healthcare 50 5251 = Tesco GB Retail 50 5551 = Volkswagen DE Automobiles & parts 50 37.556 = Barclays GB Banks 49 4456 = Fortum FI Utilities 49 n.a.56 = Telefonica ES Telecommunications 49 4159 BG Group GB Oil & gas 48.5 5160 = Société Generale FR Banks 48 n.a.60 = Syngenta CH Chemicals 48 29.562 Vivendi FR Media 46.5 n.a.63 = Deutsche Telekom DE Telecommunications 46 43.563 = Royal KPN NL Telecommunications 46 n.a.65 = Hennes & Mauritz SE Retail 45.5 n.a.65 = ING Group NL Insurance 45.5 5567 TeliaSonera SE Telecommunications 45 n.a.68 British American Tobacco GB Personal & household goods 44 4969 Arcelor Mittal NL Basic resources 42.5 n.a.70 Carrefour FR Retail 40.5 40.571 = Metro DE Retail 40 40.571 = Reckitt Benckiser GB Personal & household goods 40 3373 = BAE Systems GB Industrial goods & services 38.5 n.a.73 = Danone FR Food & beverages 38.5 4373 = Heineken NL Food & beverages 38.5 n.a.73 = HSBC GB Banks 38.5 4173 = SAP DE Technology 38.5 38.578 = BNP Paribas FR Banks 38 3278 = GDF SUEZ FR Utilities 38 n.a.78 = Philips NL Personal & household goods 38 n.a.81 Zurich Financial Services CH Insurance 36 34.582 Royal Bank Of Scotland GB Banks 35.5 39.583 = AP Moller-Maersk DK Industrial goods & services 35 n.a.83 = Standard Chartered GB Banks 35 29.585 Endesa ES Utilities 34.5 n.a.86 Prudential GB Insurance 32 3587 Nordea Bank SE Banks 31.5 n.a.88 St Gobain FR Construction & materials 30.5 n.a. Lundquist - www.lundquist.it - csr@lundquist.it 10
  • 11. lundquist.CSRONLINEAWARDS lundquist. measure . manage . change2 0 1 1 2011 Company Country Sector 2011 2010 Position Score Score 89 = Diageo GB Food & beverages 29.5 32 89 = LVMH FR Personal & household goods 29.5 n.a. 89 = Vinci FR Construction & materials 29.5 n.a. 92 Inditex ES Retail 28.5 n.a. 93 Lloyds Banking Group GB Banks 28 29 94 Statoil NO Oil & gas 27.5 n.a. 95 Banco Santander ES Banks 27 22.5 96 ABInbev BE Food & beverages 26.5 n.a. 97 Air Liquide FR Chemicals 26 n.a. 98 = BHP Billiton GB Basic resources 20 19.5 98 = Tenaris IT Basic resources 20 21Full disclosure: Lundquist has provided CSR services or reports in the past two years to the following companies in-cluded in the CSR Online Awards 2011 Europe ranking: Assicurazioni Generali, Bayer, Deutsche Post, Enel, Eni, IntesaSanpaolo, Novartis, Roche, Telecom Italia, UBS, UniCredit. Lundquist - www.lundquist.it - csr@lundquist.it 11
  • 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 Lundquist - www.lundquist.it - csr@lundquist.it