Communicating to sceptical                                       g      p                            but engaged audiences...
The evolution of internet use in a few years…    The world’s top websites 2005   The world’s top websites 2011    1. Yahoo...
Search-based navigation2011-02-04 | Page 3
Role of social networks2011-02-04 | Page 4
The CSR Online Awards approach                                             pp2011-02-04 | Page 5
The evolution of the research2007: research and start-up phase              2008                  2009                  20...
CSR Online Awards process                                       Feedback &                                       monitorin...
A user-based approach    •    The CSR Online Awards is different         because it takes audience’s point of             ...
Key findings of 2010 expert survey    •    Communication of CSR needs to move away from annual disclosure towards a       ...
What are most influential channels?    •    There is little difference between report and website    •    Companies over-e...
Focus on engagementSource: Lundquist CSR survey 2010 2011-02-04 | Page 11
Impact on the research    •    Moderate inclusion of social media and Web 2.0 elements          • New criterion on social ...
Comments from survey respondents  “Generally transparent sharing of relevant data”                    “Regular updates    ...
Results from the CSR Online Awards                      Switzerland 2010 ranking2011-02-04 | Page 14
CSR Online Awards ‘Switzerland’ 2010    •    Second edition of Swiss ranking, taking into consideration 20         compani...
CSR Online Awards ‘Switzerland’ 2010 – top 10                                Source: Lundquist CSR Online Awards ’Switzerl...
CSR Online Awards ‘Switzerland’- highlights    Most Swiss companies fail to provide stakeholders with adequate CSR    info...
Breakdown of performance by macro area                             Source: Lundquist CSR Online Awards ‘Switzerland’ 20102...
Performance by section                       Average score of Swiss companies (%age of total points available in          ...
Three challenges for Swiss companies      • Challenge 1: Concrete content      • Challenge 2: Engagement      • Challenge ...
We welcome your feedback         Email: james.osborne@lundquist.it         Comment: www lundquist it/blog                 ...
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Lundquist Breakfast Meeting Zurich CSR

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This presentation was made by James Osborne, head of CSR communications, at the Lundquist Breakfast Meeting held in Zurich on 3 February 2011.

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Lundquist Breakfast Meeting Zurich CSR

  1. 1. Communicating to sceptical g p but engaged audiences Lundquist Breakfast Meeting - Zurich, Thursday 3 February 20112011-02-04 | Page 1
  2. 2. The evolution of internet use in a few years… The world’s top websites 2005 The world’s top websites 2011 1. Yahoo! 1. Google* g 2. Microsoft Network 2. Facebook* g 3. Google 3. YouTube* 4. Yahoo! Japan 4. Yahoo!* 5. Baidu.com 5. Windows Live* 6. sina.com 6. Baidu.com 7. EBay 7. Blogger.com* 8. Passport.net 8. Wikipedia* 9. sohu.com 9. QQ.com 10. 163.com 10. Twitter* Source: Alexa * Also in top 10 in CH What about 2015?2011-02-04 | Page 2
  3. 3. Search-based navigation2011-02-04 | Page 3
  4. 4. Role of social networks2011-02-04 | Page 4
  5. 5. The CSR Online Awards approach pp2011-02-04 | Page 5
  6. 6. The evolution of the research2007: research and start-up phase 2008 2009 2010 • Italy ranking only • International • 2nd global, • 40 companies ranking (global Swiss, Swiss UK and assessed plus 4 countries) German editions • 66 criteria 170 companies 200 companies assessed 77 criteria • 2 macro areas • 76 criteria • 3 macro areas • 80 respondents to survey • 184 respondents • 256 respondents • 1st seminar & • Zurich,Vienna awards London Next edition kicking off in Spring 2011…2011-02-04 | Page 6
  7. 7. CSR Online Awards process Feedback & monitoring of trends Evaluations & Annual publication of survey of results experts Definition and weighting of criteria2011-02-04 | Page 7
  8. 8. A user-based approach • The CSR Online Awards is different because it takes audience’s point of audience s view • Over three years, more than 500 y responses have been received from a wide range of CSR professionals and sector experts globally • We set a high standard because audiences are critical, sceptical and exacting • We detect a tendency for disclosure of non-financial i f f fi i l information t b ti to be auto-referential and self-serving2011-02-04 | Page 8
  9. 9. Key findings of 2010 expert survey • Communication of CSR needs to move away from annual disclosure towards a real time real-time relationship: stakeholders want regular flow of information, in variety of formats and media • Only a quarter of respondents think annual CSR reporting is adequate with 38% saying infra annual updates would be “very useful infra-annual very useful” • Key information for website users includes environmental and social data, targets, code of ethics and supply-chain management • Social media are emerging as an important space for discussion and sharing: • A quarter of those giving feedback to companies use web-based chats, forums, social media a d b ogs – in line with those writing letters o u s, soc a ed a and blogs e t t ose t g ette s • LinkedIn is most popular social media platform for CSR - used twice as much as Twitter • M More than a thi d of respondents read CSR l t d blogs at least once a th third f d t d CSR-related bl tl t week • But most companies are failing to grasp their importance2011-02-04 | Page 9
  10. 10. What are most influential channels? • There is little difference between report and website • Companies over-estimate importance of CSR report over estimate2011-02-04 | Page 10
  11. 11. Focus on engagementSource: Lundquist CSR survey 2010 2011-02-04 | Page 11
  12. 12. Impact on the research • Moderate inclusion of social media and Web 2.0 elements • New criterion on social media presence • Increased scoring for CSR blogs • Dedicated section of protocol for “ongoing engagement ongoing engagement” • Increased scoring for practical email test • Increased scoring for CSR news and events • New criterion on stakeholder engagement process • Focus on reporting via website: • Revision of criteria to reward “web-based” reporting (CSR section is the core space for reporting) • Focus on website for assurance statements • Importance of visibility of CSR report beyond the CSR section2011-02-04 | Page 12
  13. 13. Comments from survey respondents “Generally transparent sharing of relevant data” “Regular updates as opposed to “The key thing online communication can give static reporting” is up-to-date transparent information” “Accessibility. Usability. “Information has to be clear, concise Sustainable communication” communication and comparable for end-users” “The most important element of CSR communications “Keep it simple” online is stakeholder engagement using Web 2.0 tools” ” “Websites are more updated but it’s “Credible stakeholder engagement and more difficult to find one’s way” verification of documents”2011-02-04 | Page 13
  14. 14. Results from the CSR Online Awards Switzerland 2010 ranking2011-02-04 | Page 14
  15. 15. CSR Online Awards ‘Switzerland’ 2010 • Second edition of Swiss ranking, taking into consideration 20 companies included in the benchmark SMI index • CSR (or equivalent) section of the corporate website evaluated twice by Lundquist analysts y q y • Average score of 37.5 is down 1.5 points from last year and lower than • U.K. (46.4 for 30 biggest companies in the FTSE100 index) • Germany (44.6 for DAX 30) • U S (44 8 f 20 companies i DJSI Gl b l 80 I d ) U.S. (44.8 for i in Global Index)2011-02-04 | Page 15
  16. 16. CSR Online Awards ‘Switzerland’ 2010 – top 10 Source: Lundquist CSR Online Awards ’Switzerland’ 20102011-02-04 | Page 16
  17. 17. CSR Online Awards ‘Switzerland’- highlights Most Swiss companies fail to provide stakeholders with adequate CSR information online and to exploit the internet to establish dialogue Of the 20 dialogue. companies studied… • only 35% have a main section of the corporate website dedicated to CSR • 35% do not present a CSR report within the related website’s section • 30% do not provide CSR contacts • 40% do not mention the code of ethics or provide a link to the document from this section • roughly 60% of the evaluated websites do not p g y provide CSR targets g • 45% do not present any data or information on environmental performance • only 10% properly described th i stakeholder dialogue process l l d ib d their t k h ld di l • only 10% use social media for CSR2011-02-04 | Page 17
  18. 18. Breakdown of performance by macro area Source: Lundquist CSR Online Awards ‘Switzerland’ 20102011-02-04 | Page 18
  19. 19. Performance by section Average score of Swiss companies (%age of total points available in 13 sections of evaluation protocol) Source: Lundquist CSR Online Awards ‘Switzerland’ 20102011-02-04 | Page 19
  20. 20. Three challenges for Swiss companies • Challenge 1: Concrete content • Challenge 2: Engagement • Challenge 3 integration 3:2011-02-04 | Page 20
  21. 21. We welcome your feedback Email: james.osborne@lundquist.it Comment: www lundquist it/blog www.lundquist.it/blog Connect: www.linkedin.com/in/jabosborne Follow: www.twitter.com/jabosborne and www.twitter.com/Lundquist j q View: http://www.youtube.com/user/Lundquistsrl#p/u Like: www.facebook.com > CSR Online Awards fan page Follow: www.justmeans.com > Lundquist Srl Share: http://www.slideshare.net/Lundquistsrl Have your say! Sign up for the 2011 CSR Online Awards survey: csr@lundquist.it @ q Thank you!2011-02-04 | Page 21

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