Crowdsourcing & Social Impact in CSR

Table of Contents

Research Methodology

Executive Summary
Social media and crowdsourcing play vital roles in helping companies raise awareness and drive engagement in their corporate social responsibility (CSR).
A sizable 44 percent have used crowdsourcing – asking customers to provide ideas and help in decision-making on how to tackle issues. Of these, 95 percent found it valuable to their company. Regardless of use, 83% see the potential.
The perceived value of crowdsourcing is that it surfaces new perspectives, builds engagement with key audiences, invites clients and customers from nontraditional sources to contribute ideas and it brings new energy to the process of generating ideas and content.
Seven in ten executives say social media has been used to communicate their CSR and 6 in 10 say it has a positive impact on the quality of communications, helping to reach broad and diverse audiences.
Integrated communications are priorities for raising awareness of CSR, with 85 percent saying community events are effective, 75 percent citing executive outreach, 71 percent mentioning social media and 70 percent pointing to earned media.

Strategic Implications
Crowdsourcing is not the next “big thing,” it’s happening now. If it’s not a part of your CSR communications, it’s a key area to explore in 2011.
Given the positive impact of social media, these channels should be strategic priorities for communicating CSR efforts to stakeholders.
CSR programs have the potential to increasingly be characterized by creative efforts to engage consumers via social media, given its demonstrated value.
Integrated communications matter – and those companies that develop strategic programs featuring social media, earned media, events and executive visibility stand a better chance of getting their messages heard.

Value of Crowdsourcing Recognized
A sizable 44 percent have used crowdsourcing; Of those executives, 95 percent feel it has benefits for their company.
How valuable do you feel crowdsourcing is to your own organization’s pro-social or CSR efforts? (N=96)*
Has your company ever used crowdsourcing?

Impact of Crowdsourcing
The executives who use crowdsourcing see value in a number of ways, in particular that it surfaces new perspectives and diverse opinions.
Which of the following do you believe is the most valuable aspect of crowdsourcing? (N=96)*
* NOTE: Questions only asked of those who use crowd sourcing (N=96)

Future Use of Crowdsourcing
Interestingly, of those who have not used crowdsourcing, 43 percent anticipate it could bring value to their company’s future CSR efforts.
How valuable do you feel crowdsourcing is to your own organization’s pro-social or CSR efforts? (N=120)*
Which of the following do you believe is the most valuable aspect of crowdsourcing? (N=120)*
43%
15 percent said they did not know how valuable crowd sourcing could be.
* NOTE: Questions only asked of those who do not use crowd sourcing (N=120)

Social Media Widely Used in CSR Communications
7 in 10 executives say their company uses social media to communicate about CSR efforts with Facebook seen as the most valuable platform.
Does your company use social media to communicate about your CSR or pro-social efforts?
Most often organizations that use social media see Facebook as the most valuable social media platform.
(Net: Valuable, N=156)

Primary value of Social Media in CSR Efforts
Nearly 4 in 10 executives agree that the primary value of social media tools for CSR lies in creating opportunities to expand and reach diverse audiences.
Overall, what do you see as the primary value of social media tools to CSR or pro-social programs?

Impact of Social Media on communications
Most feel social media has the greatest impact on the quality of CSR communications with consumers.
In general, is social media changing the way your company communicates about your CSR or pro-social programs with…
What impact has social media had on the quality of your communications with the following audiences?
Somewhat negative
Very negative
Somewhat positive
Very positive

Driving Awareness of CSR
Executives see integrated communications, including social media, as a priority, underscoring the importance of aligning community outreach, executive visibility and earned media efforts.
Here is a list of ways organizations communicate. Please tell me how effective you find each to be in raising awareness about your organization’s work on CSR or pro-social programs- very effective, somewhat effective, not too effective, or not at all effective.
Somewhat effective
Not too effective
Not at all effective
Very effective

Driving Engagement in CSR
Executives also agree that community events are the most effective way of driving engagement with clients and customers.
Here is a list the same list. Please tell me how effective you find each to be when it comes to driving engagement with clients and customers. Again let me know if you think it is very effective, somewhat effective, not too effective, or not at all effective.
Not too effective
Not at all effective
Somewhat effective
Very effective

Appendix: Respondent Profile

Respondent Profile

FOR MORE INFORMATION:
PAUL MASSEY, 202.585.2799
pmassey@webershandwick.com
STEPHANIE BLUMA, 202.585.2755
sbluma@webershandwick.com
COLIN MOFFETT, 202.585.2045
cmoffett@webershandwick.com
VICTORIA SNEED, 202.585.2814
vsneed@krcresearch.com
JONATHAN BENTLEY, 202.585.2732
jbentley@krcresearch.com
KRC Research
700 13th Street NW
Washington, DC 20005

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Crowdsourcing & Social Impact in CSR

by Weber Shandwick Social Impact

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