Workshop
The internet, social media and
stakeholder engagement
Agenda
• Our approach to online CSR communications
• Case studies
• Hewlett- Packard - Kiersten Regelin, Global Citizenshi...
What are we going to talk about
• We will focus on the
importance of dialoguing with
stakeholders, with a special
attentio...
Assumptions behind our approach - Information on
corporate websites needs to be:
Comprehensive
Integrated
Open
2
User frie...
How are companies performing?
• Broadly, companies did best
in the User Experience
section and performance was
adequate in...
Priority on users’ point of view: survey
• A total of 256 people
answered the online survey
• 40% more than in 2009
• The ...
Main trends from the survey: interactive
dialogue with stakeholders
 Social media are emerging
as an important space for
...
Highlights from CSR Online Awards ‘Global
Leaders 2010’
15-01-29 | Page 8
32% of the companies do
not present any
informat...
Three lessons learned for engagement
• Be transparent and credible
• Establish an ongoing dialogue
• Be available and resp...
Be transparent and credible
• Companies can exploit
internet features to be
more transparent and
credible in their CSR
com...
Establish an ongoing dialogue
• To disclose CSR
information is not enough,
companies have to get
stakeholders engaged on
s...
Be available and responsive
• E-mails are still the most
used method to send
feedback to companies
• It is important to pr...
Case-studies
15-01-29 | Page 13
Case studies
• Case-study 1
• Hewlett- Packard - Kiersten Regelin, Global Citizenship Program
Manager
“Micro-Documentaries...
Discussion
Questions for discussion
• How many of you are using social media, blogs or forums to get
stakeholders engaged?
• Examples...
Thank you!
15-01-29 | Page 17
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Lundquist CSR Online Awards 2010 - Global seminar - 7th presentation: Lundquist - Social Media

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The Lundquist Global Seminar on CSR Communications was held on 21st October to discuss the benefits and challenges of communicating corporate social responsibility (CSR) and sustainability on the web. Credit Suisse, Eni, Fiat, Hera, Hewlett-Packard, Nestlé and UBS were awarded for excellence in online CSR communications.

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  • In our view, best practice online CSR communications are based on 6 pillars.
    Information on corporate websites needs to be:
    comprehensive: a website must satisfy all the needs of its key users, reducing their need to go elsewhere for corporate information
    integrated: a website must work as a whole, with one ‘voice’, and link different sections wherever possible (CSR, corporate governance, investor relations, careers, etc.)
    open: a website must speak to all audiences using language that is accessible to the general public, not just for experts, and give a timely response to any feedback received
    user friendly: a website must allow users to find what they are looking for with minimum time and effort through intuitive and jargon-free navigation
    engaging: a website should employ a range of multimedia tools – including video, animation, images, graphics and interviews – to draw its audience in, tell a dynamic story
    concrete: hard fact, data and case studies should take precedence over self-promotion and commercial messages
  • Our research highlighted that companies are able to present CSR sections which are overall satisfactory from a technical and graphical point of view, where they collect sufficient CSR information. They fail, however, to exploit interactive tools and real-time options offered by the web to get closer to their stakeholders and get them engaged on sustainability issues.
  • This year, more than 250 people replied to our questionnaire on Online Stakeholder Engagement
    40% than in 2009
    The survey aimed at understanding what are users’ priorities when they look for CSR information online
    Our sample focused on non-corporate respondents, to grasp views from outside the business world
    77% of interviewees use frequently the web to find CSR info (at leanst once a week)
  • The survey highlight a growing use of social media to send feedback to companies.
    People are also increasingly interested in blogs and forums, that allow for real-time information on topical sustainability issues, and to read opinions from different points of view
  • Out of the 91 DJSI companies evaluated, 32% do not present any information on stakeholder dialogue within the CSR section
    Only 35% of the websites contain actual documents or witnesses from stakeholder dialogue initiatives
    24% of the companies do not provide any form or personal contact of the CSR team allowing users to provide feedback
    66% of them failed to reply to our practical test
    Only 12% of the companies use social media to share and discuss CSR information
    67% of evaluated websites do not allow for social tagging of the CSR section content
    Only 19% of the companies present a blog, chat or forum on sustainability issues
  • RWE presents several case-studies on stakeholder dialogue initiatives accompanied by interviews to third-parties
    Publishing external opinion increases the credibility of CSR policy and communications
    Cisco has specific social media accounts to advertise its Diversity policy
    It also gives you the possibility to get in direct contact on Twitter with the Chief Diversity Officer
    Bayer give to online editors, bloggers and social media users the opportunity to use company’s CSR information directly, making much of it available to Web 2.0 applications such as YouTube.
    The Social Media Info Kit pools the texts, videos, podcasts, photos and presentations that the firm offers to the web.
  • Pepsi ‘Refresh’ campaign ask people to vote for the best solutions to solve major social and environmental issues, and offered a significant pot
    The beverage company created an opportunity to get stakeholders engaged on sustainability issues and dialogue with them
    The campaign makes also use of a specific Twitter account
    This dynamic initiative puts the company “closest” to its stakeholders
    ING created a mini-site to collect external opinions on the company’s CSR policy
    A panel of experts propose suggestions for improvement, and users can vote the opinion they prefer
    A whole section is dedicated to the company’s employees: they can promote new “sustainable” ideas, make donations and apply for volunteering programs
  • Example: Bertelsmann, provide personal contacts of the team, plus links to their Twitter and LinkedIn accounts
  • Lundquist CSR Online Awards 2010 - Global seminar - 7th presentation: Lundquist - Social Media

    1. 1. Workshop The internet, social media and stakeholder engagement
    2. 2. Agenda • Our approach to online CSR communications • Case studies • Hewlett- Packard - Kiersten Regelin, Global Citizenship Program Manager, “Micro-Documentaries and Strategic Stakeholder Engagement” • Enel – Giulio Lo Iacono, CSR Manager, “From Twitter to Streaming. Corporate Social (Media) Responsibility” • Input from experts • Martin Smith, Founder & CEO, Justmeans • Anne van Lakerveld, CSR Project Manager, VBDO • Paolo Migliavacca, CEO, Gruppo Editoriale Vita • Open discussion, Q&A
    3. 3. What are we going to talk about • We will focus on the importance of dialoguing with stakeholders, with a special attention to the potential offered by social media • The new power of public opinion in the era of social media • The possible use of Web 2.0 tools to dialogue with stakeholders • How to integrate CSR communication both within and outside the corporate website 15-01-29 | Page 3
    4. 4. Assumptions behind our approach - Information on corporate websites needs to be: Comprehensive Integrated Open 2 User friendly 1 Engaging5 Concrete6 3 4 Disclosure and Beyond - reference Contacts, responsiveness, possibility to provide feedback Embedded, one voice Dialogue, educating, Interactive tools Tangible, data Navigability, usability
    5. 5. How are companies performing? • Broadly, companies did best in the User Experience section and performance was adequate in the Content section. • However, the results for the Ongoing Engagement section were dismal. For example, ‘Global Leaders’ companies obtained an average of only 27.2% of the maximum points available, showing a dearth of interactive functionality, blogs, news, events and contact information. 15-01-29 | Page 5 Source: Lundquist CSR Online Awards ‘Global Leaders’ 2010
    6. 6. Priority on users’ point of view: survey • A total of 256 people answered the online survey • 40% more than in 2009 • The sample included CSR officers, consultants, academia, journalists, NGOs representatives and financial analysts • About 30 nationalities were represented in the survey • ù • They said they regularly search for information about CSR online – 77% declare to do it at least once a week Source: Lundquist CSR Online Awards 2010
    7. 7. Main trends from the survey: interactive dialogue with stakeholders  Social media are emerging as an important space for sharing information: but companies are failing to grasp their importance  More than a third of respondents are reading CSR-related blogs at least once a week  A quarter of those giving feedback to companies use web-based chats, forums, social media and blogs 15-01-29 | Page 7 Source: Lundquist CSR Online Awards 2010
    8. 8. Highlights from CSR Online Awards ‘Global Leaders 2010’ 15-01-29 | Page 8 32% of the companies do not present any information on stakeholder dialogue within the CSR section Only 35% of the websites contain actual documents or accounts of stakeholder dialogue initiatives 24% of the companies do not provide any form or personal contact of the CSR team allowing users to provide feedback Only 19% of the companies present a blog, chat or forum on sustainabili ty issues 66% of the companies failed to reply to our practical test 67% of evaluated websites do not allow for social tagging of the CSR section content Only 12% of the companies use social media to share and discuss CSR information
    9. 9. Three lessons learned for engagement • Be transparent and credible • Establish an ongoing dialogue • Be available and responsive 15-01-29 | Page 9
    10. 10. Be transparent and credible • Companies can exploit internet features to be more transparent and credible in their CSR commitment • Avoid self-referential communication • Demonstrate that there are people behind the company’s commitment • True effort in helping users to find information 15-01-29 | Page 10
    11. 11. Establish an ongoing dialogue • To disclose CSR information is not enough, companies have to get stakeholders engaged on sustainability issues • Use new ideas and communication channels to motivate them • Be aware of which audience you want to target: employees, investors, activists… • Provide ongoing CSR information 15-01-29 | Page 11
    12. 12. Be available and responsive • E-mails are still the most used method to send feedback to companies • It is important to provide specific contact details of the CSR team, to allow users to establish a personal relationship with them • Best practices include also link to CSR team social media accounts 15-01-29 | Page 12
    13. 13. Case-studies 15-01-29 | Page 13
    14. 14. Case studies • Case-study 1 • Hewlett- Packard - Kiersten Regelin, Global Citizenship Program Manager “Micro-Documentaries and Strategic Stakeholder Engagement” • Case study 2 • Enel - Giulio Lo Iacono, CSR Manager “From Twitter to Streaming. Corporate Social (Media) Responsibility”
    15. 15. Discussion
    16. 16. Questions for discussion • How many of you are using social media, blogs or forums to get stakeholders engaged? • Examples and lessons learned so far • Does the CSR team have a say in defining communication strategy of the company? • How to coordinate expertise from sustainability team with that of communication division? • What other the strategies you are currently implementing to improve dialogue with stakeholders? • How do you reflect/ communicate the outcome from this dialogue process? • Have you registered an increase in ROI from these initiatives?
    17. 17. Thank you! 15-01-29 | Page 17

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