un social media and csr report 2011
DESCRIPTION
International research programme examing how FTSE Global 500 companies use social media to support their corporate social responsibility (CSR) activity.TRANSCRIPT
Global Social Media and CSR ReportSupported by the United Nations Office for Partnerships
Stuart Bruce
#unsmcsr11 @stuartbruce
Social media and social networks are now all pervasive; they permeate every aspect of our lives and have had a fundamental impact on business, the law and even governments.
#unsmcsr11 @stuartbruce @wolfstarpr
Methodology
• FTSE Global 500• September 2010 to
May 2011• Visible social media
presence• Blogs, Twitter,
YouTube, Facebook, podcasts, other video and RSS
• Not ranking social media or CSR
#unsmcsr11 @stuartbruce @wolfstarpr
Key facts on FTSE Global 500 use of social media for CSR
• 60% have some social media CSR presence
• Just 46, less than 10% using it extensively
• North America is the most social content, followed by Europe
• Most social industry sectors are banks, oil and gas producers, pharmaceuticals and biotechnology, and technology, hardware and equipment
• Twitter is the most used social platform
Use of social platforms
Podcasts Blog Youtube Facebook Twitter Embedded video
RSS
7
22
4044
56
102
107
60%#unsmcsr11 @stuartbruce @wolfstarpr
Most social countriesAustralia; 2% Brazil; 3% Canada;
3%China;
1%
Denmark; 1%
Finland; 1%
France; 6%
Germany; 5% Hong Kong ;
1%
India; 2%
Italy ; 2%
Japan ; 8%
Malaysia; 1%
Nether-lands;
1%
South Korea;
1%Spain; 2%
Sweden ; 1%Switzerland; 2%
UK; 9%
US; 37%
Other; 10%
Australia
Belgium
Brazil
Canada
China
Denmark
Finland
France
Germany
Hong Kong
India
Italy
Japan
Malaysia
Netherlands
South Korea
Spain
Sweden
Switzerland
UK
US
Other
Aerospace & defence; 2%Automobiles & parts; 2%
Banks; 12%Beverages; 3%
Chemicals; 3%
Construction & mate-rials; 2%
Electricity; 4%
Electronic & electrial material; 2%
Financial services; 2%
Fixed Line telecommunica-
tons; 4%Food & drug retailers;
1%
Food producers; 3%
Gas, water & multiutili-ties; 3%
General industrials; 3% General retailers; 4%
Health care equipment & services; 2%Household goods & home construction; 3%
Industrial engineering; 1%Industrial metals & mining; 2%Industrial transportation; 3%Leisure goods; 1%Life insurance; 4%
Media; 3%Mining; 2%
Mobile telecommu-nications; 2%
Nonlife insurance; 2%
Oil & gas producers; 11%
Oil equipment & services; 1%
Personal goods; 2%
Pharmaceuticals & biotechnology; 6%
Real estate in-vestment trusts;
1%
Software and computer ser-
vices; 4%Support services; 1%
Technology, hardware & equipment; 5%
Tobacco; 1%Travel & Leisure; 2%
Aerospace & defence
Automobiles & parts
Banks
Beverages
Chemicals
Construction & materials
Electricity
Electronic & electrial material
Financial services
Fixed Line telecommunicatons
Food & drug retailers
Food producers
Gas, water & multiutilities
General industrials
General retailers
Health care equipment & services
Household goods & home construction
Industrial engineering
Industrial metals & mining
Industrial transportation
Leisure goods
Life insurance
Media
Mining
Mobile telecommunications
Nonlife insurance
Oil & gas producers
Oil equipment & services
Personal goods
Pharmaceuticals & biotechnology
Real estate investment & services
Real estate investment trusts
Software and computer services
Support services
Technology, hardware & equipment
Tobacco
Travel & Leisure
Some characteristics of success
• Stakeholder focused• Multi-platform• Joined-up• Engaging• Not top down
#unsmcsr11 @stuartbruce @wolfstarpr
Embedding social media into a corporate communications strategy
1) Understand and shrink the online space
2) Set objectives and goals3) Incorporate social media into your
corporate communications strategy4) Get board level buy-in5) Secure adequate resources 6) It is rude to walk out of a conversation7) Continuous improvement
#unsmcsr11 @stuartbruce @wolfstarpr