lundquist, james osborne - opening session. 3rd lundquist csr online awards, venice 27-28 oct 2011
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Lundquist
CSR Online Awards Seminar 2011 The future of online CSR
Communications
Building trust through CSR communications James Osborne
Partner & head of CSR communications, Lundquist
Venice, 28 October 2011
How long do you have to win trust online?
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Fivesecondtest helps web designers develop their landing pages
by analysing what information users will retain in 5 seconds.
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5 second test…
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LVMH: user questions
Can I get data about LVMH’s environmental performance?
What is the environmental impact of this company’s products?
What are the company's environmental targets?
Does it have a climate strategy?
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5 second test…
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Deutsche Bank: user questions
Can I get previous versions of Deutsche Bank CSR reports?
Does the company follow any guidelines for its report?
Is the report subject to external assurance?
Can I just download the data or chapters that I’m interested in?
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5 second test…
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Reckitt Benckiser: user questions
Who is going to receive my message?
How long will it take to get an answer?
Will I get an answer? And if not.. what next?
Who works in the CR team? Can I get a direct contact?
Coincidentally, RB responded to us within four hours…
Response of CSR Online Awards
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Feedback & monitoring of
trends
Annual survey of users
Definition and weighting of
criteria
Evaluations & publication of
results
Research examines how to
build trust in online audiences
and meet their requirements
While boundary between
reporting and communications
blurs, users have specific
expectations from online
environment
Survey of 312 CSR experts and
professionals: journalists,
NGOs, ESG analysts,
academics & researchers,
sustainability, consultants, CSR
managers, etc.
Annual process of CSR Online
Awards 2011
Engendering confidence in audiences
Qu. 17. What gives you greatest confidence when assessing
a company’s online CSR information? (% of 165 non-corporate
respondents; two choices allowed)
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4%
13%
22%
24%
25%
32%
38%
43%
0% 10% 20% 30% 40% 50%
Other
Membership of sustainability index
Quantitative targets
External experts’ perspectives
Partnership with NGOs
External assurance
Performance data
Adherence to principles/guidelines
Source: CSR Online Awards 2011
How Europe’s top 100 is responding
65% of companies fail to
disclose on their site what
guidelines or standards they use
for reporting (if any)
80% say they are members of
the Global Compact – but only
half of these refer to a
Communication of Progress
48% offer no information on their
site about assurance
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Source: http://www.riotinto.com
Transparency on stakeholder dialogue
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45%
46%
54%
55%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Dialogue process
Online engagement initiatives
Stakeholder points of view
Summaries of feedback received
Impact on decision making
Qu. 19. What information would you most like to find about
stakeholder engagement on a corporate website? (% of 165
non-corporate respondents; multiple choices allowed)
Source: CSR Online Awards 2011
How Europe’s top 100 is responding
53% of companies don’t identify
their stakeholders on their
corporate website
39% fail to present their
stakeholder dialogue process
61% provide no information
about stakeholders’ opinions
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Source: http://www.siemens.com/
Credible use of social media
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2%
11%
13%
15%
18%
18%
19%
23%
31%
34%
0% 5% 10% 15% 20% 25% 30% 35%
Other
Not interested
Comment on relevant topics
Requesting feedback
Flagging website updates
Posting videos/multimedia
Posting news releases
Sharing third-party content
Publishing case studies
Answering stakeholders’ questions
Qu. 22. In relation to CSR, what activities would you like to
see from companies in social media? (% of 149 non-corporate
respondents; two choices allowed)
Source: CSR Online Awards 2011
How Europe’s top 100 is responding
54% of companies don’t have a
function allowing users to share
content in social media
60% have at least one
corporate social media account
But only one in three of these
companies alert stakeholders
to social media accounts
related to CSR issues
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Source: http://www.ericsson.com
Key lessons from the research
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Re-think your approach to the online environment and optimise the relationship between your reporting and communications
Understand the specific requirements of your online audiences and strive to respond to them
Don’t think in one dimension, think…
• Multiple audiences
• Multiple formats
• Multiple channels and entry-points
Be credible by making your CSR communications:
• Comprehensive | Integrated | Open | User friendly | Engaging | Concrete |
Thank you
James Osborne
Partner & Head of CSR communications, Lundquist Srl
www.lundquist.it/blog
www.slideshare.net/Lundquistsrl
www.linkedin.com/in/jabosborne
www.twitter.com/jabosborne
www.facebook.com/CSROnlineAwards
www.justmeans.com > Lundquist Srl
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