Post on 02-Jul-2015
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Making Sustainable Business Happen
Effectively Use Social Media in CR
Reporting to Demonstrate Your
Sustainability Efforts
2degrees © Copyright 2014 2
#ECRC
@ethical_corp @2degreesOliver @2degreesnetwork
Oliver Hurrey
Managing Director
2degrees
Making Sustainable Business Happen
Tip #1:
Be Useful
@mateoy
Matthew Yeomans
3
Making Sustainable Business Happen
TIP #2:
The elephant in the room is nobody reads reports.
Social media is just another channel if it's only used once the report is written. Use social media as the
source of insight for reporting too.
Find people who are not obvious sustainability stakeholders, but have relevance to you. Finding out what they care about is one thing, engaging them is
another. Future is digital first + ‘hub and spokes’ model of reporting - different audiences, with
relevant content, via relevant channels@bentuxworth
4
Making Sustainable Business Happen
TIP #3:
Clear message, audience, intention & expectation
@Emma_L_Young
5
Making Sustainable Business Happen
TIP #4:
Be engaged and building social capital, LONG before using it to
announce report
@AndreaLearned
6
Making Sustainable Business Happen
TIP #5:
Be bold! Use at beginning, middle and end
@emmayounguk
7
Making Sustainable Business Happen
TIP #6:
Stakeholders don't except you to be perfect, they expect you to be honest
@MarionDupont
8
Making Sustainable Business Happen
TIP #7:
Let your stakeholders have their say
@MarionDupont
9
Making Sustainable Business Happen
TIP #8:
Plan, engage early, build relationships, have conversations,
monitor, improve plan for next time
@fairsnape
Martin Brown
10
Making Sustainable Business Happen
TIP #9:
When a tree falls in the woods... If you publish and don’t share with your audiences where
they ARE, they won’t have the opportunity to engage, provide feedback, share and take
action. You can also poll your audiences easily and simply so that you can learn, adjust and
improve!
@susanmcp1
#CSRChatSusan McPherson
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Making Sustainable Business Happen
TIP #10:
Be Honest, Open & Listen
@baraka_dwayne
Dwayne Baraka, ValueCSR
12
Making Sustainable Business Happen
TIP #11:
A CSR Report is worth a hundred tweets. Tweeting sound-bites from your CSR
report over a period of time extends its shelf-life, expands its reach and ensures there's something relevant for everyone.
@elainecohen
13
Making Sustainable Business Happen
TIP #12:
The information you put in your CSR report offers a wealth of story ideas that can then be
developed and shaped for social media audiences. But that info is just the raw material of successful social media storytelling. Think like an editor and use that raw material to shape content
that really engages people who would never dream of reading a CSR report.
@Sustainly
Matthew Yeomans
14
Making Sustainable Business Happen
TIP #13:
We created a 'micro site' that was simple, for our sales force and others to easily
share/tweet our highlights/sound-bites.
http://www.sustainabilityreport2013.kimberly-clark.com/2013sustainabilityhighlights/
@PeggyatKC
Peggy Ward, Kimberley Clark
15
Making Sustainable Business Happen 16
Making Sustainable Business Happen
TIP #14:
PepsiCo have recent launched a Pinterest page to log their "performance with purpose" activities.
http://www.pinterest.com/pepsico/
A great way to visually convey their CSR progress and provides a medium to engage with millenials. It offers a platform to tell positive stories about their community efforts without getting bogged down in
carbon emission figures or CDP scores that consumers don’t appreciate.
@SherSustainable
Ali Sheridan, Bord Bia
17
Making Sustainable Business Happen 18
Making Sustainable Business Happen
TIP #15:
Infographics (they are short, engaging, visual, informative, easy to share)
http://planareport.marksandspencer.com/
@adamelman
Adam Elman, M&S
19
Making Sustainable Business Happen
TIP #16:
Being genuine goes a long way
http://www.simonsgroup.com/h/home/cr/48/
@Izy_SimonsGroup
Izy Hodgkinson, Simons Group
20
Making Sustainable Business Happen
TIP #17:
Get the social media and CSR team working together to get messages right
http://www.sita.aero/content/Corporate-social-responsibility
@CSRatSITA
Amber Harrison, SITA
21
Making Sustainable Business Happen
TIP #18:
Integrate sustainability and business messages through social media
http://www.bat.com/sustainability
@BATPress
Verity Lawson, British American
Tobacco
22
Making Sustainable Business Happen
TIP #19:
Weave your social efforts into your story. We can forget to build a narrative around our efforts and
just deliver grocery lists of data and insights. Make social a part of the story, not a slide at the end.
Social (including community building) is where your efforts reach the real world, come to life and build a relationship with your target. In the execution just as with reporting, it should be at the core of what you're building. Social should be the legs of your campaign, not just how you tweeted about your
campaign.@360i
Chloé Mathieu Phillips, 360i
23
Making Sustainable Business Happen
TIP #20:
Those stakeholders that have helped build your report, will be more likely to
feedback/share it and help you deliver the commitments in it.
@2degreesOliver
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Who will make the 2degrees Top 25 Under 25 2014? #2degreesu25
Making Sustainable Business Happen
TIP #21:
Focus on REPORTING, not the REPORT itself
@2degreesOliver
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Making Sustainable Business Happen
TIP #22:
Some of the best insight will come from those stakeholders you don’t know or can
reach easily
@2degreesOliver
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Making Sustainable Business Happen
TIP #23:
Acknowledge stakeholder insight, show you have listened, what you have learned
and what you will do differently. DIALOGUE not a broadcast.
@2degreesOliver
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Making Sustainable Business Happen 29
Making Sustainable Business Happen
TIP #24:
Try it
@davidcoethica
David Connor
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Making Sustainable Business Happen
TIP #25:
Follow all the tips
@elainecohen
31
Making Sustainable Business Happen
Effectively Use Social Media in CR
Reporting to Demonstrate Your
Sustainability Efforts
2degrees © Copyright 2014 32
#ECRC
@ethical_corp @2degreesOliver @2degreesnetwork
Oliver Hurrey
Managing Director
2degrees