Lundquist, James Osborne - Opening Session. 3rd Lundquist CSR Online Awards, Venice 27-28 Oct 2011

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  • 1. LundquistCSR Online Awards Seminar 2011The future of online CSRCommunicationsBuilding trust through CSR communicationsJames OsbornePartner & head of CSR communications, LundquistVenice, 28 October 2011
  • 2. How long do you have to win trust online?  Fivesecondtest helps web designers develop their landing pages by analysing what information users will retain in 5 seconds.28-10-2011
  • 3. 5 second test…28-10-2011
  • 4. LVMH: user questions  Can I get data about LVMH’s environmental performance?  What is the environmental impact of this company’s products?  What are the companys environmental targets?  Does it have a climate strategy?28-10-2011
  • 5. 5 second test…28-10-2011
  • 6. Deutsche Bank: user questions  Can I get previous versions of Deutsche Bank CSR reports?  Does the company follow any guidelines for its report?  Is the report subject to external assurance?  Can I just download the data or chapters that I’m interested in?28-10-2011
  • 7. 5 second test…28-10-2011
  • 8. Reckitt Benckiser: user questions  Who is going to receive my message?  How long will it take to get an answer?  Will I get an answer? And if not.. what next?  Who works in the CR team? Can I get a direct contact?  Coincidentally, RB responded to us within four hours…28-10-2011
  • 9. Response of CSR Online Awards  Research examines how to Annual process of CSR Online build trust in online audiences Awards 2011 and meet their requirements Feedback &  While boundary between monitoring of trends reporting and communications blurs, users have specific expectations from online environment Evaluations & Annual survey publication of of users results  Survey of 312 CSR experts and professionals: journalists, NGOs, ESG analysts, academics & researchers, Definition and weighting of sustainability, consultants, CSR criteria managers, etc.28-10-2011
  • 10. Engendering confidence in audiences  Qu. 17. What gives you greatest confidence when assessing a company’s online CSR information? (% of 165 non-corporate respondents; two choices allowed) Adherence to principles/guidelines 43% Performance data 38% External assurance 32% Partnership with NGOs 25% External experts’ perspectives 24% Quantitative targets 22% Membership of sustainability index 13% Other 4% 0% 10% 20% 30% 40% 50% Source: CSR Online Awards 201128-10-2011
  • 11. How Europe’s top 100 is responding  65% of companies fail to disclose on their site what guidelines or standards they use for reporting (if any)  80% say they are members of the Global Compact – but only half of these refer to a Communication of Progress  48% offer no information on their site about assurance Source: http://www.riotinto.com28-10-2011
  • 12. Transparency on stakeholder dialogue  Qu. 19. What information would you most like to find about stakeholder engagement on a corporate website? (% of 165 non-corporate respondents; multiple choices allowed) Impact on decision making 61% Summaries of feedback received 55% Stakeholder points of view 54% Online engagement initiatives 46% Dialogue process 45% 0% 10% 20% 30% 40% 50% 60% 70% Source: CSR Online Awards 201128-10-2011
  • 13. How Europe’s top 100 is responding  53% of companies don’t identify their stakeholders on their corporate website  39% fail to present their stakeholder dialogue process  61% provide no information about stakeholders’ opinions Source: http://www.siemens.com/28-10-2011
  • 14. Credible use of social media  Qu. 22. In relation to CSR, what activities would you like to see from companies in social media? (% of 149 non-corporate respondents; two choices allowed) Answering stakeholders’ questions 34% Publishing case studies 31% Sharing third-party content 23% Posting news releases 19% Posting videos/multimedia 18% Flagging website updates 18% Requesting feedback 15% Comment on relevant topics 13% Not interested 11% Other 2% Source: CSR Online Awards 2011 0% 5% 10% 15% 20% 25% 30% 35%28-10-2011
  • 15. How Europe’s top 100 is responding  54% of companies don’t have a function allowing users to share content in social media  60% have at least one corporate social media account  But only one in three of these companies alert stakeholders to social media accounts related to CSR issues Source: http://www.ericsson.com28-10-2011
  • 16. Key lessons from the research Understand the specific requirements of your online audiences and strive to respond to them Re-think your approach to the online environment and optimise the relationship between your reporting and communications Don’t think in one dimension, think… • Multiple audiences • Multiple formats • Multiple channels and entry-points Be credible by making your CSR communications: • Comprehensive | Integrated | Open | User friendly | Engaging | Concrete |28-10-2011
  • 17. Thank you James Osborne Partner & Head of CSR communications, Lundquist Srl james.osborne@lundquist.it www.lundquist.it/blog www.slideshare.net/Lundquistsrl www.linkedin.com/in/jabosborne www.twitter.com/jabosborne www.facebook.com/CSROnlineAwards www.justmeans.com > Lundquist Srl28-10-2011