Lundquist, James Osborne - The debate. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012
Upcoming SlideShare
Loading in...5
×
 

Lundquist, James Osborne - The debate. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012

on

  • 389 views

The web as a strategic lever for corporate responsibility

The web as a strategic lever for corporate responsibility

Statistics

Views

Total Views
389
Views on SlideShare
389
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Lundquist, James Osborne - The debate. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012 Lundquist, James Osborne - The debate. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012 Presentation Transcript

  • CSR Online Awards: the web as astrategic lever for corporateresponsibilityJames Osborne, Lundquist Torino, Fiat Industrial Village, 9 November 2012
  • Corporate responsibility & the internet Reporting Communications09-11-2012 | 2
  • New approach to CSR communications Once-a-year Ongoing Silos Embedded Disclosure and cut-and-paste Communications & storytelling Specialists Stakeholders One-way communications Engaging communications Generic Distinctive09-11-2012 | 3
  • User-centred approach  Aim of research is to examine how well companies are responding to user expectations and requirements through their online CSR communications  5th edition of the research  252 companies covered  68 criteria: max. 100 points  Input from 400 CSR experts, sustainability professionals and stakeholders in 52 countries  Supported by study of third- party surveying of consumers09-11-2012 | 4
  • Web as disruptive factor in the company-stakeholder relationship09-11-2012 | 5
  • Time as a critical factor: responsiveness09-11-2012 | 6
  • Do you prefer a PDF report or online report? No preference 10,1% PDF 37,6% Prefer both 30,9% Online 21,3% Source: Lundquist CSR Online Awards09-11-2012 | 7
  • What about a web-based approach? Don’t know 2,8% Depends on Don’t trust assurance online 11,3% information 4,0% Very useful 32,2% Total positive Only if replicated in response PDF 54.2% 19,8% Makes no difference Quite useful 7,9% 22,0% Source: Lundquist CSR Online Awards09-11-2012 | 8
  • Current trends in reporting formats Top 100 listed companies in Europe by non-financial report format in 201209-11-2012 | 9
  • How are companies responding? G. NAVIGABILITY & USABILITY 60% . SEARCH! C. ENVIRONMENT 59% = D. SOCIAL 58% A. OVERVIEW 52% = J. NEWS & RESOURCES 51% . STORY-TELLING! B. REPORTING 48% = E. ETHICS & GOVERNANCE 41% H. VISUAL COMMUNICATIONS 32% . VIDEO, DATA VISUALISATION! I. INTERACTIVITY 31% SOCIAL! K. DIALOGUE & CONTACTS 30% . ENGAGEMENT! F. SRI 24% 0% 10% 20% 30% 40% 50% 60% 70% Source: Lundquist CSR Online Awards09-11-2012 | 10
  • What will the future hold for us?09-11-2012 | 11
  • Surely consumers won’t read a report?  They may not know what “CSR” and “sustainability” mean but their expectations are closely aligned with “experts” TRUST • They don’t trust grand claims and generic commitments CREDIBILITY • They want credible data and concrete evidence of environmental performance INTEGRATION • They are keenly aware of the importance of sustainability to the core business of selling products & services PRIORITIES • They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers ONLINE • They are connected, social, mobile… and impatient09-11-2012 | 12
  • Strategic approach to the web  The evolution in digital communications and corporate-stakeholder relationships require a strategic approach to the web for corporate responsibility “Once the consumer can hold up a QR code to a garment and find out its history, where it’s made and what its impacts are, that will be the next big step.” Vincent Stanley VP of Marketing, Patagonia09-11-2012 | 13
  • Thank you James Osborne james.osborne@lundquist.it Twitter: @jabosborne Lundquist Via S. Maurilio 23 20123 Milan, Italy Tel. + 39 02 36754123 Web: www.lundquist.it Blog: www.lundquist.it/blog Social media: Facebook, Twitter, LinkedIn, YouTube, Slideshare, Flickr2007-11-05 | 14