6th CSR ONLINE AWARDS
DIGITAL DISRUPTION
AND THE FUTURE OF CSR #CSRawards
Milan, 27-28 May 2014
James Osborne - Sveva Pettorino @jabosborne - Sveva_p
Head of CSR - Analyst
Lundquist
REACHING OUT TO ENGAGED, CONNECTED AUDIENCES: key findings in social & story from the Lundquist CSR Online Awards Survey
6th CSR ONLINE AWARDS
THE CHANGING NATURE OF RELATIONSHIPS
Inspired by: Talk, Inc.
Groysberg & Slind
(Harvard Business Review Press, 2012)
2007-11-05 | 2
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
6th CSR ONLINE AWARDS
We conducted a practical test writing an email to the contact
information provided online (or feedback form), asking for
information about how each company handles email enquiries
HOW TO MANAGE IN-BOUND EMAIL TRAFFIC?
Reply in 24H
18%
Reply in 24-48H
7%
Reply in 3-7 days
6%
Reply after
7-14 days
1%
No reply
56%
No contact
information
11%
6th CSR ONLINE AWARDS
• Best practice 1: Collaborate internally with dedicated team and training
• Best practice 2: Keep your enquirer up to date about the response process
• Best practice 3: Take care about the quality of information you provide
• Best practice 4: Measure your responsiveness
• Best practice 5: Think about social media – if you’ve already nailed email
• The irony: of all the companies with no contact information, ALL BUT ONE are
on social media in connection with CR or sustainability
HOW DO THE BEST COMPANIES HANDLE EMAIL?
CSR ONLINE AWARDS SURVEY 2014: KEY FINDINGS
6th CSR ONLINE AWARDS
Lundquist CSR Online Awards Survey
Information
valued
Opinion on
online content
Digital and social
media channels
used for dialogue
Experts in corporate responsibility (CR),
sustainability professionals and other stakeholders
6th CSR ONLINE AWARDS
SURVEY RESPONDENTS
Mainland Europe
Nordic Europe
UK & Ireland
USA & Canada
Rest of the world
18-25
26-35
36-45
46-55
55+
Less than a year
1-2 years
3-5 years
6-10 years
10+ years
Non-corporate
Corporate
6th CSR ONLINE AWARDS
THE RISE OF SOCIAL MEDIA
6th CSR ONLINE AWARDS
THE RISE OF SOCIAL MEDIA
6th CSR ONLINE AWARDS
THE RISE OF SOCIAL MEDIA
6th CSR ONLINE AWARDS
* Figures refer to
proportion indicating
“likely” or “very likely” to
follow or engage.
6th CSR ONLINE AWARDS
Videos and infographics on the rise
6th CSR ONLINE AWARDS
Top topics for CR or sustainability video
See a case study or project in action
See examples of strategy in day-to-day business
Hear point of view of stakeholder(s)
Get expert opinion on company activities
Better understand broader issues relevant to
the company
Get a strategic overview from company
leadership
Get employee perspective on
CR/sustainability initiatives
Get a presentation from head of
CR/sustainability
I am not interested in video
6th CSR ONLINE AWARDS
6th CSR ONLINE AWARDS
What frustrates users the most?
Company presents itself only in a positive light ("self-promotional")
Difficulty in finding performance data (KPIs)
Superficiality or brevity of information online compared with formal reports
GRI table with no “clickable” links to information
Too many formats and channels
No possibility to download data in Excel
6th CSR ONLINE AWARDS
DIGITAL DISRUPTION
AND THE FUTURE OF CSR #CSRawards
Milan, 27-28 May 2014