Presentation on behalof the Centre for Sustainability and Excellence

1. STAKEHOLDER IDENTIFICATION &
PRIORITIZATION

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. Vision and Mission
CSE is an global advisory and training organization that provides
Sustainability Solutions to the public and private sectors.
As an international network of specialists and consultants, CSE provides
organizations, governments, and institutions unique and advanced
services to achieve Stakeholder Value across Operational and
Organizational frameworks.
VISION
CSE’s overall objective is to create positive impact and added value for
all stakeholders across the Triple Bottom Line.
MISSION
To coach and support Organizations, Society and Governments in making
a sustainable difference in the world.

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. Solutions for Sustainability
Sustainability (CSR)
Reporting
based on
Life Cycle
GRI Guidelines
Assessment (LCA) Green & Social
& Cause Marketing
Carbon
Footprint
Certified
Training Supply
Workshops Chain
& Webinars Management
Sustainability
Verification &
Assurance

6. CSE PARTNERSHIPS AND CLIENTS

7. WHAT WE’LL COVER
• Stakeholder Identification & Prioritization
• Transparency, Communication &
Accountability
– Social Media
• Workshop Exercise: Stakeholder Assessment
Matrix
• Conclusions and Questions

8. STAKEHOLDER IDENTIFICATION &
PRIORITIZATION

9. SUSTAINABILITY – A BUSINESS CARE
Social &
Enviromental
Licence to Operate
Creating Value for all Stakeholders

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. STAKEHOLDER IDENTIFICATION
Primary 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. STAKEHOLDER PRIORITIZATION
Suppliers Retailers Local
Advocacy community
General
Orgs Clients public
Biz
Media Consumer
groups
Competitors Government
General
Company Media
Advertisers Regulators
Employees
Insurers
& Analysts Unions
Litigators
Celebrities Shareholders Bloggers
&
Role models

13. TRANSPARENCY, COMMUNICATION &
ACCOUNTABILITY

14. Tangible Values
(Generally Audited Financial Information)
Financial Capital
Physical Assets
Intangible Values
(Generally Non-audited, Non-financial Information)
Intellectual Sustainability
property
Brand loyalty
Quality of
employees Community
Labor
environment support
Unallocated
goodwill

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. 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. CONCLUSION:
• To improve company valuation, Improve CSR
relationships!
• Good CSR Relationships Lead to The Sustainable
Corporation

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. YOU WERE NEVER IN ‘CONTROL’
OF YOUR BRAND

20. YOU WERE NEVER IN ‘CONTROL’
OF YOUR BRAND

21. YOU WERE NEVER IN ‘CONTROL’
OF YOUR BRAND

22. YOU WERE NEVER IN ‘CONTROL’
OF YOUR BRAND

23. BLOGGERS ARE THE PROFESSIONAL
JOURNALISTS OF THE 21ST CENTURY
• Traditional media has not been without its
growing pains and missteps either.

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. POWER OF THE INTERNET

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. EXERCISE: IDENTIFYING STAKEHOLDERS
& CORPORATE RISKS

28. THE STAKEHOLDER APPROACH & CSR
Objective: To understand and identify stakeholders’
different expectations of your organization;
To be able to implement systematic methods for
identifying stakeholders’ expectation
Tasks: 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. IDENTIFYING STAKEHOLDERS
RISK MODEL
STAKEHOLDER RISK IMPACT PROBABILITY PRIORITY
Customers Loss of market 3 3 9
share
Employees Reduced loyalty
Lack of
engagement
Shareholders Dump your
stock
Suppliers Loss of
relationships
Competitors Predate
customers
Community Barriers

30. IDENTIFYING STAKEHOLDERS
OPPORTUNITY MODEL
STAKEHOLDER OPPORTUNITY BENEFIT LIKELIHOOD PRIORITY
Customers Pay a premium 3 3 9
Brand loyalty
Employees Recruitment
Retention
Productivity
Shareholders Loyalty
Suppliers Pricing
Competitors Co-opetition
Community License to
Operate

31. • Community IT Innovators
• 1330 U St, NW - Suite 200
Washington, DC
• 5 – 7 PM