reaching out to engaged connected audiences - james osborne & sveva pettorino

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


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


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%


• 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


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


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


THE RISE OF SOCIAL MEDIA


* Figures refer to

proportion indicating

“likely” or “very likely” to

follow or engage.


Videos and infographics on the rise


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


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


DIGITAL DISRUPTION

AND THE FUTURE OF CSR #CSRawards

Milan, 27-28 May 2014