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
