How to Create A Corporate Social Responsibility (CSR) Strategy (And Why it Matters)

1. #brightonSEO @_RebekahConway_ How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) slideshare.net/RebekahDunne @_RebekahConway_ Rebekah Conway Boom Online Marketing

2. #brightonSEO @_RebekahConway_

7. #brightonSEO @_RebekahConway_ What Is Corporate Social Responsibility? (CSR) } …But Look At This!

8. #brightonSEO @_RebekahConway_ What Is CSR? (My Deﬁnition) Valuable Good for its customers Good for the planet

9. #brightonSEO @_RebekahConway_ Is CSR a digital marketers problem?

10. #brightonSEO @_RebekahConway_ Consumers are looking for information in sustainability issues using: 35% Search Digital Marketers realm 31% Social Digital Marketers realm 29% Print NOT a Digital Marketers realm

11. #brightonSEO @_RebekahConway_ Consumers are looking for environmental information on brands and products using: 41% Social 34% Print

12. #brightonSEO @_RebekahConway_ Millennials are becoming increasing sensitive to how their organizations address issues such as income inequality, hunger and the environment. “ ”

13. #brightonSEO @_RebekahConway_ “ ” 88% of millennials believe that employers [businesses] should play a vital role in alleviating these concerns.

14. #brightonSEO @_RebekahConway_ “ ” 86% of millennials think companies should be measured by more than just ﬁnancial performance.

15. #brightonSEO @_RebekahConway_ “ ” 56% of Gen-Z are willing to pay more for brands that try to have a positive impact on society.

16. #brightonSEO @_RebekahConway_ “ ” 53% of Gen-Z are willing to pay more for brands run their business in a sustainable way.

17. #brightonSEO @_RebekahConway_ 100% CSR is a digital marketer’s problem

18. #brightonSEO @_RebekahConway_ So… How to get started with crafting a CSR strategy? I’LL SHOW YOU…

19. #brightonSEO @_RebekahConway_ Step One: Research

20. #brightonSEO @_RebekahConway_ Access current CSR activities your client/brand is doing We carried out a quick ‘content audit’ to ﬁnd historic blog posts that relate to potential CSR goals and we found…

21. #brightonSEO @_RebekahConway_ Manufacturing Growth Programme: a visit from Nicky Morgan, MP We are Ofﬁcially an Excellent Manufacturer The Great Charity Bake Off Where’s it Bin? Cleaning for a cause this August Proud Sponsors of Rainbows Our Team is taking part in “The Suffering” Loughborough College Enterprise & Apprenticeship Careers Event £5K Raised for Rainbows We are taking part in Nottingham’s Survival of the Fittest Snowdon – We Did it! Stepping Out To Support Our Local Charity: Are You Ready to Walk the Walk?! Custom Metal Pallets Improve Production and Sustainability We Helped Loughborough RFC Raise £5k for its Junior Section Health & Safety Week We are Environmentally Friendly Climbing the Career Ladder Let’s Have a Look-See: Supporting TwentyTwenty Self-awareness at work We’re Supporting Year of Engineering! Walking the Walk… For Rainbows

22. #brightonSEO @_RebekahConway_ 21 blog posts that align with the following SDGs:

23. #brightonSEO @_RebekahConway_ Research industry trends and happenings Think of this as competitor research:

27. #brightonSEO @_RebekahConway_ Your CSR strategy should have a direct impact on the business. Align it with business priorities

28. #brightonSEO @_RebekahConway_ Align it with business priorities What is the business mission statement and values? Do any of these align with the SDGs?

30. #brightonSEO @_RebekahConway_ Get insight from employees Carry out a survey (or supply a template if you’re agency side). Host focus groups Arrange 1-to-1 interviews

31. #brightonSEO @_RebekahConway_ Results ✔ You’ll know what you’re already doing well and scale up ✔ You’ll know what employees care about ✔ You’ll know what competitors are doing

32. #brightonSEO @_RebekahConway_ Using your SEO skills, you can use all this to create a CSR strategy that aligns with the brand but is competitive enough that you stand out.

33. #brightonSEO @_RebekahConway_ Step Two: Goals

34. #brightonSEO @_RebekahConway_ Short term AND long term goals Just like you would for any other digital marketing campaign – develop short and long term CSR goals and set time-frames to achieve them by.

35. #brightonSEO @_RebekahConway_ John Hammonds Short term AND long term CSR goals His CSR goal could have been:

36. #brightonSEO @_RebekahConway_ ✔ Make it free so everyone can access an immersive and educational experience ✔ Make some money ✔ Be hailed a genius! John Hammond’s Long Term Goals

37. #brightonSEO @_RebekahConway_ ✔ Convincing Ellie Sattler, Alan Grant, Ian Malcolm and Donald Gennaro to back his park. ✔ Carry out a trial run to teeth out any issues. ✔ Find a way to contain the dinos. John Hammond’s Short Term Goals

38. #brightonSEO @_RebekahConway_ ✔ You’ll know what you want to achieve in the short term ✔ You’ll know what you want to achieve in the long term Results

39. #brightonSEO @_RebekahConway_ Step Three: Metrics & Benchmarking

40. #brightonSEO @_RebekahConway_ Metrics & Benchmarking: How are you going to measure success?

41. #brightonSEO @_RebekahConway_ Now Our Roastery, opened in 2017, was the ﬁrst roasting facility to achieve the BREEAM Outstanding sustainability certiﬁcation

42. #brightonSEO @_RebekahConway_ Near We’ll halve our emissions per coffee serving by 2030 (from a 2019 baseline).

43. #brightonSEO @_RebekahConway_ Next Achieve Net Zero emissions across scopes 1, 2 and 3 by 2040.

45. #brightonSEO @_RebekahConway_ Results and Recommendations ✔ Benchmark against competitors. ✔ Use data and measurements that will still be accessible in years time. ✔ Over a few years so that you can get an idea of the journey you’ve been on.

46. #brightonSEO @_RebekahConway_ Decide how often is feasible to report on progress Budget Time Impact This will be inﬂuenced by:

47. #brightonSEO @_RebekahConway_ Step Four: Marketing & Strategy

48. #brightonSEO @_RebekahConway_ YOU PATENTED IT, PACKAGED IT & SLAPPED IT ON A PLASTIC LUNCH BOX!

49. #brightonSEO @_RebekahConway_ This is where you get to shine…

50. #brightonSEO @_RebekahConway_ Choose your platform Decide your format Select a timeframe

52. #brightonSEO @_RebekahConway_ Step One: Research

53. #brightonSEO @_RebekahConway_ Step One: Research Brand is incredibly new, so there is nothing online yet that we can utilise CODENAME: NUBLAR

54. #brightonSEO @_RebekahConway_ Step One: Research Main competitor: The world’s largest conservation centre. Already do a lot of conservation and sustainability projects

55. #brightonSEO @_RebekahConway_ Step Two: Goals

56. #brightonSEO @_RebekahConway_ Ensuring that every child regardless of wealth can enjoy an immersive and educational experience. Learn new things about an extinct species. Step Two: Goals

57. #brightonSEO @_RebekahConway_ Create a resilient environment where nature can ﬂourish and every person can have easy access. Step Two: Goals

58. #brightonSEO @_RebekahConway_ Jurassic Park will be inclusive, safe, resilient and sustainable. Step Two: Goals

59. #brightonSEO @_RebekahConway_ By bringing extinct species back to life, we will ensure to maintain a positive and highly effective ecosystem. Step Two: Goals

60. #brightonSEO @_RebekahConway_ ✓ Be at the cutting edge of scientiﬁc discovery. ✓ To keep everybody safe by having full control over the dinosaurs reproductive prospects. ✓ To create more dinosaurs every year.

61. #brightonSEO @_RebekahConway_ ✓ To allow adults and children to discover the fascinating lives and habits of dinosaurs. ✓ To not limit access to only those with power and money.

62. #brightonSEO @_RebekahConway_ ✓ Jurassic Park should be a place of study as well as entertain. ✓ Access to palaeontologists will be available all year round so that the world can learn as much as possible about the dinosaurs being bred and the impact they have on the ecosystem. Jurassic Park should be a place of study as well as entertain. Access to palaeontologist’s will be available all year round so that the world can learn as much as possible about the dinosaurs being bred and the impact they have on the ecosystem.

63. #brightonSEO @_RebekahConway_ “ ” A focus group raised ethical concerns, but these can be excused as the welfare of the animals is a top priority and the advancement of science is something that should not be limited. We will, however, keep in mind this question and time will showcase the positive results of our work.

65. #brightonSEO @_RebekahConway_ Step Three: Metrics & Benchmarking

66. #brightonSEO @_RebekahConway_ Step Three: Metrics & Benchmarking The Wilds opened in 1994 and today is visited by 100,000 people per year. In the ﬁrst year of Jurassic Park opening, we want to reach 10,000 • Year 2: 25,000 • Year 3: 50,000 • Year 4: 80,000 • Year 5: 110,000

67. #brightonSEO @_RebekahConway_ Step Three: Metrics & Benchmarking 10,000 zoos worldwide Year 3: JP #1 park in the US Year 5: #1 in the world

68. #brightonSEO @_RebekahConway_ Step Three: Metrics & Benchmarking ● Measured via industry standards: ○ Quality of animal care ○ Quality of exhibits ○ Organised zoo regions ○ Due to the nature of Jurassic Park, we will NOT be measured on animal encounters.

69. #brightonSEO @_RebekahConway_ ● With 15 different species of dinosaur already born at Jurassic Park, and 700 species documented, we will increase species diversity by 10 every year until all known species are walking the earth once again. ● Measured by yearly reports from Dr Wu and predecessors Step Three: Metrics & Benchmarking

70. #brightonSEO @_RebekahConway_ Step Three: Marketing & Strategy

71. #brightonSEO @_RebekahConway_ Park information, bookings, educational hub, individual CSR page that includes our yearly reporting. Step Three: Marketing & Strategy

72. #brightonSEO @_RebekahConway_ 41% searchers use social media to research sustainability issues SM for other marketing campaigns. LinkedIn to publish scholarly articles. Step Three: Marketing & Strategy

73. #brightonSEO @_RebekahConway_ Post our sustainability practices to GMB. Yearly progress reports with targeted PR budget. Step Three: Marketing & Strategy

How to Create A Corporate Social Responsibility (CSR) Strategy (And Why it Matters)

How to Create A Corporate Social Responsibility (CSR) Strategy (And Why it Matters)

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