csr: how to really impact your company´s reputation
DESCRIPTION
Luisa García ha participado como ponente en la sesión paralela "Responsabilidad Social Corporativa" del Foro Mundial de la Comunicación que se celebra en el Palacio Municipal de Congresos de Madrid. Esta es su presentación.TRANSCRIPT
![Page 1: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/1.jpg)
CSR: How toreally impact
your company´sreputation
September, 2014
@luisagarcia
![Page 2: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/2.jpg)
THE 3 KEYS TO REPUTATION IMPACT
1.COMMITMENT
2.ENGAGEMENT
3.ADVOCACY
![Page 3: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/3.jpg)
COMMITMENT: INTEGRATING CSR INTO YOUR BUSINESS
![Page 4: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/4.jpg)
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
![Page 5: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/5.jpg)
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%
![Page 6: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/6.jpg)
SAB MILLER
CSR INTEGRATION FOR BUSINESS PERFORMANCE
![Page 7: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/7.jpg)
• Leadership
• Products/Services
• Innovation
• Performance
• Innovation
• Performance
• Workplace
• Products/Services
• Citizenship
• Workplace
• Governance
![Page 8: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/8.jpg)
ING DIRECT:
GOOD GOVERNANCE AS DIFFERENTIATOR IN THE MARKET
![Page 9: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/9.jpg)
2. ENGAGEMENT: FINDING THE “CSR SWEET SPOT”
![Page 10: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/10.jpg)
80s 90s 21st Century
Propogate ReceiveFeedback
Particpate
THE NEW RELATIONSHIP MODEL
![Page 11: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/11.jpg)
What a company can
do and what itwill offer
Whatexperts sayis needed
Whatbeneficiaries
want
ENGAGE:
FIND WHAT WORKS FOR EVERYBODY
The CSR Sweet Spot
![Page 12: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/12.jpg)
BECOMING AN ALLY, GENERATING CHANGE
STARBUCKS:
![Page 13: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/13.jpg)
PEPSI:
EMPOWERING THE CONSUMER
![Page 14: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/14.jpg)
3. ADVOCACY: GENERATING EXPERIENCES
![Page 15: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/15.jpg)
GENERATE CSR EXPERIENCES, DON´TJUST RELAY CSR MESSAGES
![Page 16: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/16.jpg)
ING DIRECT AUSTRALIA:
OFFERING CROWD FUNDING FOR SOCIAL CHANGE PROJECTS
![Page 17: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/17.jpg)
BACKUS:
CONSUMERS LIVING THE EXPERIENCE OF CSR PROGRAMS
![Page 18: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/18.jpg)
TELEFÓNICA:
EMPLOYEES LIVING THE EXPERIENCE OF CSR PROGRAMS
![Page 19: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/19.jpg)
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%
![Page 20: CSR: How to really impact your company´s reputation](https://reader034.vdocuments.mx/reader034/viewer/2022051513/547e65e8b4795989508b4b56/html5/thumbnails/20.jpg)
www.llorenteycuenca.com
@luisagarcia
Gracias