distinctive approaches to online cr communications
DESCRIPTION
I was very much under the weather when I presented these slides, so apologies to those present. The aim was to talk about latest trends in online communications of corporate responsibility and my focus was on the evolving digital environment, from visual communications to video, from social to mobile. The challenge: being "standard" enough to be credible while being "distinctive" enough to capture people's attention.TRANSCRIPT
Beyond ‘cut & paste’ communications: distinctive approaches to online CR communications James Osborne | head of CSR | Lundquist
KWD Webranking Forum, London, 23 Nov. 2012
29-11-2012 | 2
Guess the business
Swedish industrial German reinsurance
29-11-2012 | 3
Guess the business
Swedish metals
Italian utility
2007-11-05 | 4
http://pinterest.com/lundquistsrl/visualising-csr-common-practice/
New approaches to CR communications
29-11-2012 | 5
Once-a-year Ongoing
Silos
Disclosure and cut-and-paste
Specialists (categories)
Broadcast
Generic
Integrated
Communications & storytelling
Stakeholders (Individuals)
Engagement & conversation
Distinctive
08-11-2012 | 6
! An anti-greenwashing recipe: what
drives trust in stakeholders?
Top two categories
unchanged in 2011-
2012
Importance of
external
validation
Note: based on non-corporate respondents only. Two choices allowed.
Source: Lundquist CSR Online Awards Survey 2011–2012
4%
13%
24%
25%
32%
22%
43%
38%
1%
14%
25%
27%
32%
35%
41%
46%
0% 10% 20% 30% 40% 50%
Other
Incl. in sustainability index
External experts’ perspectives
Partnership with NGOs
External assurance
Quantitative targets
Intl. principles/guidelines
Performance data
2012
2011
What infuriates stakeholders?
08-11-2012 | 7
“Cherry picking; lack of
performance data; bla bla”
“I hate it when companies stick to
GRI and do not communicate in an
appealing and educational fashion”
What makes stakeholders happy?
08-11-2012 | 8
As CR goes mainstream, it’s time to capture attention of our audiences
2007-11-05 | 9
What about those who will never visit a corporate website?
2007-11-05 | 10
The context…
2007-11-05 | 11
Internet video will officially reach the halfway mark of consumer
internet traffic by the end of 2012
2007-11-05 | 12
Are you?
2007-11-05 | 13
The most important Facebook number
“What does that mean? That Facebook is for real. That “active users” are active
when it comes to bringing friends online. The network has matured into a thriving
marketplace of friends, one where we self-organize into the same kind of tribal
groups etched into our evolutionary history”
Chris Taylor, Mashable (Oct 5 2012)
2007-11-05 | 14
What’s expected of corporate social media use?
Source: Lundquist CSR Online Awards Survey 2012
The situation in Europe today
2007-11-05 | 15
Source: Lundquist CSR Online Awards 2012
The changing nature of relationships
Inspired by: Talk, Inc.
Groysberg & Slind
(Harvard Business Review Press, 2012)
2007-11-05 | 16
INTERACTIVITY
Enable a two-way exchange
INTENTIONALITY
Be clear about the aim & tie it to the strategy
FOSTERING “CONVERSATION”
INCLUSION
Allow participation by all sides
INTIMACY
Reduce the distance, encourage
honesty, go to where your
audiences are
The CSR community on Twitter
2007-11-05 | 17
Social media & partnership
2007-11-05 | 18
2007-11-05 | 19
Social media & partnership
What will the future hold for us?
09-11-2012 | 20
Source: Lundquist CSR Online Awards Survey 2012
Surely consumers won’t read a report?
They may not know what “CSR” and “sustainability” mean but
their expectations are closely aligned with “experts”
09-11-2012 | 21
• They don’t trust grand claims and generic commitments
TRUST
• They want credible data and concrete evidence of environmental performance
CREDIBILITY
• They are keenly aware of the importance of sustainability to the core business of selling products & services
INTEGRATION
• They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers
PRIORITIES
• They are connected, social, mobile… and impatient
ONLINE
Strategic approach to the web
09-11-2012 | 22
The evolution in digital communications and corporate-stakeholder
relationships require a strategic approach to the web for corporate
responsibility, spanning reporting and communications
“Once the consumer
can hold up a QR code
to a garment and find
out its history, where it’s
made and what its
impacts are, that will be
the next big step.”
Vincent Stanley
VP of Marketing,
Patagonia
Approaches to video: Pepsi
2007-11-05 | 23
http://www.youtube.com/watch?v=H9o8TaZEK1E
Approaches to video: CCE
2007-11-05 | 24
http://www.youtube.com/watch?v=ByHcNZ2c8Mo&feature=related
Approaches to video: Unilever
2007-11-05 | 25
http://www.youtube.com/watch?v=cpYhgqPRivw
Approaches to video: Rainforest Alliance
2007-11-05 | 26
http://www.youtube.com/watch?v=3iIkOi3srLo
2007-11-05 | 27
Thank you
James Osborne
Twitter: @jabosborne
Lundquist
Via S. Maurilio 23
20123 Milan, Italy
Tel. + 39 02 36754123
Web: www.lundquist.it
Blog: www.lundquist.it/blog
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