WorkshopThe internet, social media and

stakeholder engagement

Agenda

• Our approach to online CSR communications• Case studies

• Hewlett- Packard - Kiersten Regelin, Global Citizenship Program Manager, “Micro-Documentaries and Strategic Stakeholder Engagement”

• Enel – Giulio Lo Iacono, CSR Manager, “From Twitter to Streaming. Corporate Social (Media) Responsibility”

• Input from experts• Martin Smith, Founder & CEO, Justmeans

• Anne van Lakerveld, CSR Project Manager, VBDO

• Paolo Migliavacca, CEO, Gruppo Editoriale Vita

• Open discussion, Q&A

What are we going to talk about

• We will focus on the importance of dialoguing with stakeholders, with a special attention to the potential offered by social media• The new power of public

opinion in the era of social media

• The possible use of Web 2.0 tools to dialogue with stakeholders

• How to integrate CSR communication both within and outside the corporate website

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Role of social media

Interactivity

Real time information

Stakeholder engagement

Assumptions behind our approach - Information on corporate websites needs to be:

Comprehensive

Integrated

Open

2

User friendly

1

Engaging5

Concrete6

3

4

Disclosure and

Beyond - reference

Contacts, responsiveness, possibility to provide feedback

Embedded, one voice

Dialogue, educating,

Interactive tools

Tangible, data

Navigability, usability

How are companies performing?• Broadly, companies did best

in the User Experience section and performance was adequate in the Content section.

• However, the results for the Ongoing Engagement section were dismal. For example, ‘Global Leaders’ companies obtained an average of only 27.2% of the maximum points available, showing a dearth of interactive functionality, blogs, news, events and contact information.

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Source: Lundquist CSR Online Awards ‘Global Leaders’ 2010

Priority on users’ point of view: survey• A total of 256 people

answered the online survey • 40% more than in 2009• The sample included CSR

officers, consultants, academia, journalists, NGOs representatives and financial analysts

• About 30 nationalities were represented in the survey

• ù

• They said they regularly search for information about CSR online – 77% declare to do it at least once a week Source: Lundquist CSR Online Awards 2010

Main trends from the survey: interactive dialogue with stakeholders Social media are emerging

as an important space for sharing information: but companies are failing to grasp their importance

More than a third of respondents are reading CSR-related blogs at least once a week

A quarter of those giving feedback to companies use web-based chats, forums, social media and blogs

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Source: Lundquist CSR Online Awards 2010

Highlights from CSR Online Awards ‘Global Leaders 2010’

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32% of the companies do not present any information on stakeholder dialogue within the CSR section

Only 35% of the websites contain actual documents or accounts of stakeholder dialogue initiatives

24% of the companies do not provide any form or personal contact of the CSR team allowing users to provide feedback

Only 19% of the companies present a blog, chat or forum on sustainability issues

66% of the companies failed to reply to our practical test

67% of evaluated websites do not allow for social tagging of the CSR section content

Only 12% of the companies use social media to share and discuss CSR information

Three lessons learned for engagement• Be transparent and credible

• Establish an ongoing dialogue

• Be available and responsive

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Be transparent and credible

• Companies can exploit internet features to be more transparent and credible in their CSR commitment

• Avoid self-referential communication

• Demonstrate that there are people behind the company’s commitment

• True effort in helping users to find information

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Establish an ongoing dialogue

• To disclose CSR information is not enough, companies have to get stakeholders engaged on sustainability issues• Use new ideas and

communication channels to motivate them

• Be aware of which audience you want to target: employees, investors, activists…

• Provide ongoing CSR information

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Be available and responsive

• E-mails are still the most used method to send feedback to companies

• It is important to provide specific contact details of the CSR team, to allow users to establish a personal relationship with them

• Best practices include also link to CSR team social media accounts

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Case-studies

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Case studies

• Case-study 1• Hewlett- Packard - Kiersten Regelin, Global Citizenship Program

Manager

“Micro-Documentaries and Strategic Stakeholder Engagement”

• Case study 2• Enel - Giulio Lo Iacono, CSR Manager

“From Twitter to Streaming. Corporate Social (Media) Responsibility”

Discussion

Questions for discussion

• How many of you are using social media, blogs or forums to get stakeholders engaged?

• Examples and lessons learned so far

• Does the CSR team have a say in defining communication strategy of the company?

• How to coordinate expertise from sustainability team with that of communication division?

• What other the strategies you are currently implementing to improve dialogue with stakeholders?

• How do you reflect/ communicate the outcome from this dialogue process?

• Have you registered an increase in ROI from these initiatives?

Thank you!

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