SlideShare a Scribd company logo
How To Put Together A Corporate
Social Responsibility Strategy
(And Why it Matters)
Rebekah Conway, BOOM
What Is Corporate
Social Responsibility?
(CSR)
} …But Look At This!
What Is CSR? (My Definition)
Valuable Good for its
customers
Good for the
planet
Is CSR a digital marketers problem?
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
Consumers are looking for environmental
information on brands and products using:
41%
Social
34%
Print
Millennials are becoming increasing
sensitive to how their organizations
address issues such as income
inequality, hunger and the
environment.
“
“88% of millennials believe that
employers [businesses] should
play a vital role in alleviating
these concerns.
“ 86% of millennials think
companies should be
measured by more than just
financial performance.
“56% of Gen-Z are willing to pay
more for brands that try to
have a positive impact on
society.
“53% of Gen-Z are willing to pay
more for brands run their
business in a sustainable way.
100%
CSR is
a digital marketer’s problem
So…
How to get
started with
crafting a CSR
strategy?
I’LL SHOW YOU…
Step One:
Research
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…
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
21 blog posts that align with the
following SDGs:
Research industry trends
and happenings
Think of this as competitor research:
Your CSR strategy should have a
direct impact on the business.
Align it with
business priorities
Align it with
business priorities
What is the business mission statement
and values? Do any of these align
with the SDGs?
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
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
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.
Step Two:
Goals
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.
John Hammonds Short term
AND long term CSR goals
His CSR goal could have been:
✔ 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
✔ 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
✔ 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
Step Three:
Metrics & Benchmarking
Metrics & Benchmarking:
How are you going to measure success?
Now
Our Roastery, opened in
2017, was the first roasting
facility to achieve the
BREEAM Outstanding
sustainability certification
Near
We’ll halve our emissions
per coffee serving by 2030
(from a 2019 baseline).
Next
Achieve Net Zero emissions
across scopes 1, 2 and 3 by
2040.
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.
Decide how often is feasible to
report on progress
Budget Time Impact
This will be influenced by:
Step Four:
Marketing &
Strategy
YOU PATENTED IT,
PACKAGED IT &
SLAPPED IT ON A
PLASTIC LUNCH BOX!
This is where you get to shine…
Choose your
platform
Decide your
format
Select a
timeframe
Step One: Research
Step One: Research
Brand is incredibly
new, so there is
nothing online yet
that we can utilise
Step One: Research
Main
competitor:
The world’s largest
conservation centre.
Already do a lot of
conservation and
sustainability projects
Step Two: Goals
Ensuring that every child regardless of wealth can
enjoy an immersive and educational experience.
Learn new things about an extinct species.
Step Two: Goals
Create a resilient environment where nature can
flourish and every person can have easy access.
Step Two: Goals
Jurassic Park will be inclusive, safe,
resilient and sustainable.
Step Two: Goals
By bringing extinct species back to life,
we will ensure to maintain a positive and
highly effective ecosystem.
Step Two: Goals
✓ 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.
✓ 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.
✓ 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.
“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.
Step Three: Metrics & Benchmarking
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
Step Three: Metrics & Benchmarking
10,000 zoos
worldwide
Year 3: JP #1 park
in the US
Year 5: #1 in
the world
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.
● 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
Step Three: Marketing & Strategy
Park information, bookings,
educational hub, individual CSR page
that includes our yearly reporting.
Step Three: Marketing & Strategy
41% searchers use social media to research
sustainability issues
SM for other marketing campaigns.
LinkedIn to publish scholarly articles.
Step Three: Marketing & Strategy
Post our sustainability practices to GMB.
Yearly progress reports with
targeted PR budget.
Step Three: Marketing & Strategy
How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) - Rebekah Conway

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How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) - Rebekah Conway

  • 1. How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) Rebekah Conway, BOOM
  • 2.
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  • 7. What Is Corporate Social Responsibility? (CSR) } …But Look At This!
  • 8. What Is CSR? (My Definition) Valuable Good for its customers Good for the planet
  • 9. Is CSR a digital marketers problem?
  • 10. 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. Consumers are looking for environmental information on brands and products using: 41% Social 34% Print
  • 12. Millennials are becoming increasing sensitive to how their organizations address issues such as income inequality, hunger and the environment. “
  • 13. “88% of millennials believe that employers [businesses] should play a vital role in alleviating these concerns.
  • 14. “ 86% of millennials think companies should be measured by more than just financial performance.
  • 15. “56% of Gen-Z are willing to pay more for brands that try to have a positive impact on society.
  • 16. “53% of Gen-Z are willing to pay more for brands run their business in a sustainable way.
  • 17. 100% CSR is a digital marketer’s problem
  • 18. So… How to get started with crafting a CSR strategy? I’LL SHOW YOU…
  • 20. 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. 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. 21 blog posts that align with the following SDGs:
  • 23. Research industry trends and happenings Think of this as competitor research:
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  • 27. Your CSR strategy should have a direct impact on the business. Align it with business priorities
  • 28. Align it with business priorities What is the business mission statement and values? Do any of these align with the SDGs?
  • 29.
  • 30. 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. 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. 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.
  • 34. 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. John Hammonds Short term AND long term CSR goals His CSR goal could have been:
  • 36. ✔ 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. ✔ 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. ✔ 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. Step Three: Metrics & Benchmarking
  • 40. Metrics & Benchmarking: How are you going to measure success?
  • 41. Now Our Roastery, opened in 2017, was the first roasting facility to achieve the BREEAM Outstanding sustainability certification
  • 42. Near We’ll halve our emissions per coffee serving by 2030 (from a 2019 baseline).
  • 43. Next Achieve Net Zero emissions across scopes 1, 2 and 3 by 2040.
  • 44.
  • 45. 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. Decide how often is feasible to report on progress Budget Time Impact This will be influenced by:
  • 48. YOU PATENTED IT, PACKAGED IT & SLAPPED IT ON A PLASTIC LUNCH BOX!
  • 49. This is where you get to shine…
  • 51.
  • 53. Step One: Research Brand is incredibly new, so there is nothing online yet that we can utilise
  • 54. Step One: Research Main competitor: The world’s largest conservation centre. Already do a lot of conservation and sustainability projects
  • 56. 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. Create a resilient environment where nature can flourish and every person can have easy access. Step Two: Goals
  • 58. Jurassic Park will be inclusive, safe, resilient and sustainable. Step Two: Goals
  • 59. By bringing extinct species back to life, we will ensure to maintain a positive and highly effective ecosystem. Step Two: Goals
  • 60. ✓ 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. ✓ 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. ✓ 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. “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.
  • 64.
  • 65. Step Three: Metrics & Benchmarking
  • 66. 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. Step Three: Metrics & Benchmarking 10,000 zoos worldwide Year 3: JP #1 park in the US Year 5: #1 in the world
  • 68. 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. ● 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. Step Three: Marketing & Strategy
  • 71. Park information, bookings, educational hub, individual CSR page that includes our yearly reporting. Step Three: Marketing & Strategy
  • 72. 41% searchers use social media to research sustainability issues SM for other marketing campaigns. LinkedIn to publish scholarly articles. Step Three: Marketing & Strategy
  • 73. Post our sustainability practices to GMB. Yearly progress reports with targeted PR budget. Step Three: Marketing & Strategy