csr: how to really impact your company´s reputation

CSR: How toreally impact

your company´sreputation

September, 2014

@luisagarcia

THE 3 KEYS TO REPUTATION IMPACT

1.COMMITMENT

2.ENGAGEMENT

3.ADVOCACY

COMMITMENT: INTEGRATING CSR INTO YOUR BUSINESS

BP Share Price29 June 2010

302.90 GBP

Approx. 54% drop in share price in 9 weeks

BP Share Price 20 April 2010

655.40 GBP

IS THIS A CSR ISSUE?

Source: London Stock Exchange

Source: Estudio RepTrak™ Pulse 2012 Perú. Estudio Global RepTrak™ 100, 2012.

18%

13%

13%

14%

15%

13%

14%

CHANGING THE PARADIGM: CSR ACROSS THE VALUE CHAIN

18%

13%

13%

14%

15%

13%

14%

SAB MILLER

CSR INTEGRATION FOR BUSINESS PERFORMANCE

• Leadership

• Products/Services

• Innovation

• Performance

• Innovation

• Performance

• Workplace

• Products/Services

• Citizenship

• Workplace

• Governance

ING DIRECT:

GOOD GOVERNANCE AS DIFFERENTIATOR IN THE MARKET

2. ENGAGEMENT: FINDING THE “CSR SWEET SPOT”

80s 90s 21st Century

Propogate ReceiveFeedback

Particpate

THE NEW RELATIONSHIP MODEL

What a company can

do and what itwill offer

Whatexperts sayis needed

Whatbeneficiaries

want

ENGAGE:

FIND WHAT WORKS FOR EVERYBODY

The CSR Sweet Spot

BECOMING AN ALLY, GENERATING CHANGE

STARBUCKS:

PEPSI:

EMPOWERING THE CONSUMER

3. ADVOCACY: GENERATING EXPERIENCES

GENERATE CSR EXPERIENCES, DON´TJUST RELAY CSR MESSAGES

ING DIRECT AUSTRALIA:

OFFERING CROWD FUNDING FOR SOCIAL CHANGE PROJECTS

BACKUS:

CONSUMERS LIVING THE EXPERIENCE OF CSR PROGRAMS

TELEFÓNICA:

EMPLOYEES LIVING THE EXPERIENCE OF CSR PROGRAMS

CHANGE THE PARADIGM

CSR INTEGRATIONCSR across the value chain

GENERATE EXPERIENCES

Promote personal involvement

FIND THE SWEET SPOT

COMMITMENT ADVOCACY

1. 2. 3.

IMPACT

ENGAGEMENT

What a company can

do and what itwill offer

Whatexperts sayis needed

Whatbeneficiaries

want

18%

13%

13%

14%

15%

13%

14%

www.llorenteycuenca.com

@luisagarcia

Gracias