Green Biz Washington DC

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Presentation on behalof the Centre for Sustainability and Excellence

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Green Biz Washington DC

  1. 1. STAKEHOLDER IDENTIFICATION &PRIORITIZATION
  2. 2. @JOHNFRIEDMAN• 20+ years communications professional• 10+ sustainability – Program strategy, development and implementations – Stakeholder communications• Sustainable Business Network of Washington• Centre for Sustainability and Excellence
  3. 3. Vision and MissionCSE is an global advisory and training organization that providesSustainability Solutions to the public and private sectors.As an international network of specialists and consultants, CSE providesorganizations, governments, and institutions unique and advancedservices to achieve Stakeholder Value across Operational andOrganizational frameworks. VISION CSE’s overall objective is to create positive impact and added value for all stakeholders across the Triple Bottom Line. MISSIONTo coach and support Organizations, Society and Governments in making a sustainable difference in the world.
  4. 4. CSE WORLDWIDE ACTIVITIES* Germany CSE Belgium Baltic Countries (Latvia) Great Britain Romania CSE N. America Bulgaria Spain Turkey Luxembourg Italy Austria India Croatia CSE Greece Singapore Egypt CSE Cyprus Saudi Arabia Qatar UAE (Dubai, Abu Dhabi) Worldwide Activities Include: Projects, Conferences, Workshops and various other activities Cities marked in red represent CSE Offices
  5. 5. Solutions for Sustainability Sustainability (CSR) Reporting based on Life Cycle GRI GuidelinesAssessment (LCA) Green & Social & Cause Marketing Carbon Footprint Certified Training Supply Workshops Chain & Webinars Management Sustainability Verification & Assurance
  6. 6. CSE PARTNERSHIPS AND CLIENTS
  7. 7. WHAT WE’LL COVER• Stakeholder Identification & Prioritization• Transparency, Communication & Accountability – Social Media• Workshop Exercise: Stakeholder Assessment Matrix• Conclusions and Questions
  8. 8. STAKEHOLDER IDENTIFICATION &PRIORITIZATION
  9. 9. SUSTAINABILITY – A BUSINESS CARE Social & Enviromental Licence to Operate Creating Value for all Stakeholders
  10. 10. FIVE KEYS TO MAXIMIZING SUSTAINABILITY EFFORTS• Aligns with your Core Business Model• Integrates Sustainability into Day-to-Day Operations• Employees are Actively Engaged and Empowered• Provides Tangible, Credible Benefits• Maximizes Stakeholder Engagement
  11. 11. STAKEHOLDER IDENTIFICATIONPrimary stakeholders Secondary stakeholders• Stakeholders who are • Stakeholders who are critical to the company’s affected by a company’s existence & activities activities & decisions 1. Customers 2. Employees 3. Shareholders 4. Suppliers 5. Competitors 6. Communities
  12. 12. STAKEHOLDER PRIORITIZATION Suppliers Retailers Local Advocacy community General Orgs Clients public Biz Media Consumer groups Competitors Government General Company MediaAdvertisers Regulators Employees Insurers & Analysts Unions Litigators Celebrities Shareholders Bloggers & Role models
  13. 13. TRANSPARENCY, COMMUNICATION &ACCOUNTABILITY
  14. 14. Tangible Values (Generally Audited Financial Information) Financial Capital Physical AssetsIntangible Values(Generally Non-audited, Non-financial Information) Intellectual Sustainability property Brand loyalty Quality of employees Community Labor environment support Unallocated goodwill
  15. 15. REPUTATIONAL CAPITAL (BRAND EQUITY; GOODWILL)• Needed for quality income• Necessary to get low cost of capital• Critical to hire/retain the best employees• Gets you through rough times• Avoids commodity pricing/builds value added
  16. 16. WHAT DOES YOUR COMPANY DO? • Far beyond the goods and services your company provides • The IMPACTS* those goods and services and the manner in which they are produced have on peoples’ lives * Real and perceived
  17. 17. CONCLUSION:• To improve company valuation, Improve CSR relationships!• Good CSR Relationships Lead to The Sustainable Corporation
  18. 18. WHY JOIN THE CONVERSATION?• Your stakeholders are being engaged right now. Either about you, or without you.• If your customers are posting negative reviews on Facebook, Yelp, etc., you probably should be listening.• If your employees are saying things you don’t like about you on twitter, the problem is not twitter.
  19. 19. YOU WERE NEVER IN ‘CONTROL’ OF YOUR BRAND
  20. 20. YOU WERE NEVER IN ‘CONTROL’ OF YOUR BRAND
  21. 21. YOU WERE NEVER IN ‘CONTROL’ OF YOUR BRAND
  22. 22. YOU WERE NEVER IN ‘CONTROL’ OF YOUR BRAND
  23. 23. BLOGGERS ARE THE PROFESSIONAL JOURNALISTS OF THE 21ST CENTURY• Traditional media has not been without its growing pains and missteps either.
  24. 24. SOMETIMES 140 CHARACTERS IS ENOUGH TO GALVANIZE THE WORLD 32 CHARACTERS WERE ENOUGH TO TELL THE WORLD OF THE MIRACLE UNFOLDING IN CHILE – AND TO HELP MAKE IT HAPPEN
  25. 25. POWER OF THE INTERNET
  26. 26. ENGAGE THE POWER OF SOCIAL MEDIA• Engage with Customers• Empower your Employees• Inform Shareholders• Build relationships with Suppliers• Uphold high standards with your Competitors• Integrate with your Communities
  27. 27. EXERCISE: IDENTIFYING STAKEHOLDERS& CORPORATE RISKS
  28. 28. THE STAKEHOLDER APPROACH & CSRObjective: To understand and identify stakeholders’ different expectations of your organization; To be able to implement systematic methods for identifying stakeholders’ expectationTasks: 1. Identify at least 3 different stakeholder groups of your organization and their potential needs / expectations. 2. Complete the supplement table and identify at least one risk per stakeholder for your organization 3. Identify systematic ways for engagement with the selected stakeholders
  29. 29. IDENTIFYING STAKEHOLDERS RISK MODELSTAKEHOLDER RISK IMPACT PROBABILITY PRIORITYCustomers Loss of market 3 3 9 shareEmployees Reduced loyalty Lack of engagementShareholders Dump your stockSuppliers Loss of relationshipsCompetitors Predate customersCommunity Barriers
  30. 30. IDENTIFYING STAKEHOLDERS OPPORTUNITY MODELSTAKEHOLDER OPPORTUNITY BENEFIT LIKELIHOOD PRIORITYCustomers Pay a premium 3 3 9 Brand loyaltyEmployees Recruitment Retention ProductivityShareholders LoyaltySuppliers PricingCompetitors Co-opetitionCommunity License to Operate
  31. 31. • Community IT Innovators• 1330 U St, NW - Suite 200 Washington, DC• 5 – 7 PM

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