Effectively Use Social Media in CR Reporting to Demonstrate Sustainability Efforts

Effectively Use Social Media in CR
Reporting to Demonstrate Your
Making Sustainable Business Happen
Sustainability Efforts
2degrees © Copyright 2014 2
Oliver Hurrey
Managing Director
2degrees
#ECRC
@ethical_corp @2degreesOliver @2degreesnetwork

Tip #1:
Be Useful
@mateoy
Matthew Yeomans
3

TIP #2:
The elephant in the room is
nobody reads reports.
Social media is just another channel if it's only used
once the report is written. Use social media as the
source of insight for reporting too.
Find people who are not obvious sustainability
stakeholders, but have relevance to you. Finding out
what they care about is one thing, engaging them is
another. Future is digital first + ‘hub and spokes’
model of reporting - different audiences, with
relevant content, via relevant channels
@bentuxworth
4

TIP #3:
Clear message, audience, intention &
expectation
@Emma_L_Young
5

TIP #4:
Be engaged and building social
capital, LONG before using it to
announce report
@AndreaLearned
6

TIP #5:
Be bold!
Use at beginning, middle and end
@emmayounguk
7

TIP #6:
Stakeholders don't except you to be
perfect, they expect you to be honest
@MarionDupont
8

TIP #7:
Let your stakeholders have their say
@MarionDupont
9

TIP #8:
Plan, engage early, build
relationships, have conversations,
monitor, improve plan for next time
@fairsnape
Martin Brown
10

TIP #9:
When a tree falls in the woods... If you publish
and don’t share with your audiences where
they ARE, they won’t have the opportunity to
engage, provide feedback, share and take
action. You can also poll your audiences easily
and simply so that you can learn, adjust and
improve!
@susanmcp1
#CSRChat
Susan McPherson
11

TIP #10:
Be Honest, Open & Listen
@baraka_dwayne
Dwayne Baraka, ValueCSR
12

TIP #11:
A CSR Report is worth a hundred tweets.
Tweeting sound-bites from your CSR
report over a period of time extends its
shelf-life, expands its reach and ensures
there's something relevant for everyone.
@elainecohen
13

TIP #12:
The information you put in your CSR report
offers a wealth of story ideas that can then be
developed and shaped for social media
audiences. But that info is just the raw material of
successful social media storytelling. Think like an
editor and use that raw material to shape content
that really engages people who would never
dream of reading a CSR report.
@Sustainly
Matthew Yeomans
14

TIP #13:
We created a 'micro site' that was simple,
for our sales force and others to easily
share/tweet our highlights/sound-bites.
http://www.sustainabilityreport2013.kimberly-clark.
com/2013sustainabilityhighlights/
@PeggyatKC
Peggy Ward, Kimberley Clark
15

Making Sustainable Business Happen 16

TIP #14:
PepsiCo have recent launched a Pinterest page to log
their "performance with purpose" activities.
http://www.pinterest.com/pepsico/
A great way to visually convey their CSR progress
and provides a medium to engage with millenials. It
offers a platform to tell positive stories about their
community efforts without getting bogged down in
carbon emission figures or CDP scores that
consumers don’t appreciate.
@SherSustainable
Ali Sheridan, Bord Bia
17

TIP #15:
Infographics (they are short, engaging,
visual, informative, easy to share)
http://planareport.marksandspencer.co
m/
@adamelman
Adam Elman, M&S
19

TIP #16:
Being genuine goes a long way
http://www.simonsgroup.com/h/home/c
r/48/
@Izy_SimonsGroup
Izy Hodgkinson, Simons Group
20

TIP #17:
Get the social media and CSR team
working together to get messages right
http://www.sita.aero/content/Corporate
-social-responsibility
@CSRatSITA
Amber Harrison, SITA
21

TIP #18:
Integrate sustainability and business
messages through social media
http://www.bat.com/sustainability
@BATPress
Verity Lawson, British American
Tobacco
22

TIP #19:
Weave your social efforts into your story. We can
forget to build a narrative around our efforts and
just deliver grocery lists of data and insights. Make
social a part of the story, not a slide at the end.
Social (including community building) is where your
efforts reach the real world, come to life and build a
relationship with your target. In the execution just
as with reporting, it should be at the core of what
you're building. Social should be the legs of your
campaign, not just how you tweeted about your
campaign.
@360i
Chloé Mathieu Phillips, 360i
23

TIP #20:
Those stakeholders that have helped build
your report, will be more likely to
feedback/share it and help you deliver the
commitments in it.
@2degreesOliver
24

Who will make the 2degrees Top 25 Under 25 2014? #2degreesu25

TIP #21:
Focus on REPORTING, not the REPORT
itself
@2degreesOliver
26

TIP #22:
Some of the best insight will come from
those stakeholders you don’t know or can
reach easily
@2degreesOliver
27

TIP #23:
Acknowledge stakeholder insight, show
you have listened, what you have learned
and what you will do differently.
DIALOGUE not a broadcast.
@2degreesOliver
28

TIP #24:
Try it
@davidcoethica
David Connor
30

TIP #25:
Follow all the tips
@elainecohen
31

Effectively Use Social Media in CR
Reporting to Demonstrate Your
Sustainability Efforts
2degrees © Copyright 2014 32
Oliver Hurrey
Managing Director
2degrees
#ECRC
@ethical_corp @2degreesOliver @2degreesnetwork

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