Communicating to scepticalbut engaged audiences

London, Monday 6 December 2010

About Lundquist• International consultancy in Milan

specialised in online communications• Focused on strategic corporate web

consulting, media relations, CSR, andcopy editing

• Our client list includes over 60 listedcompanies in the UK, Italy, Switzerlandand Austria in a range of sectors

• We are a growing team of wellconnected, multilingual mix ofprofessionals with a European presenceand global outlook.

• Specialists in the field of onlinecommunications, our practice isanalytical and research-driven

• Represents Hallvarsson & Halvarssonin Italy, Austria and Switzerland for theH&H Webranking survey and workswith Financial Dynamics in UK

Our experienceOur experienceResearch series

Employer branding

H&HWebranking

CSR

MediaRelations

Copy editing &

messaging

Strategiconline consulting

The evolution of internet use in five years…The world’s top websites 20051. Yahoo!2. Microsoft Network3. Google4. Yahoo! Japan5. Baidu.com6. sina.com7. EBay8. Passport.net9. sohu.com10.163.com

The world’s top websites 20101. Google2. Facebook3. YouTube4. Yahoo!5. Windows Live6. Baidu.com7. Wikipedia8. Blogger.com9. QQ.com10.Twitter

Source: AlexaWhat about 2015?

Search-based navigation

Role of social networks

The response of the CSR Online Awards

The evolution of the research

2008• Italy ranking only

• 40 companiesassessed

• 66 criteria• 2 macro areas

• 80 respondentsto survey

2009• International

ranking (globalplus 4 countries)170 companies

assessed• 76 criteria

• 184 respondents• 1st seminar &

awards

2010• 2nd intl. edition

(plus newcountry rankings)

200+ companies77 criteria

• 3 macro areas• 256 respondents

• Zurich,ViennaLondon

Next edition to kick off in January 2011…

Recognition in the media

• The relevance and authority of the findings are validated by coverage inthe international press:• Il Sole 24 Ore, Handelsblatt, The Guardian, PR Week, Dow Jones

Newswires, CorpComms magazine, Ethical Corporation magazine,IR Magazine

A user-based approach

• The CSR Online Awards is differentbecause it takes audience’s point ofview• Over three years, more than 500

responses have been received froma wide range of CSR professionalsand sector experts globally

• We set a high standard becauseaudiences are critical, sceptical andexacting

• We detect a tendency for disclosureof non-financial information to beauto-referential and self-serving

What are most influential channels?

• There is little difference between report and website• Companies over-estimate importance of CSR report

3-12-2010 | Page 10

Focus on engagement

Source: Lundquist CSRsurvey 2010.

Focus on ongoing communications

Source: Lundquist CSRsurvey 2010.

Focus onsocialmedia

Source: Lundquist CSRsurvey 2010. Based on 138non-corporate responses.

Comments from survey respondents

“Accessibility. Usability.Sustainable communication”

“The key thing online communication can giveis up-to-date transparent information”

“Websites are more updated but it’smore difficult to find one’s way”

“Generally transparent sharing of relevant data” “Regular updatesas opposed to

static reporting”

“Information has to be clear, conciseand comparable for end-users”

“The most important element of CSR communicationsonline is stakeholder engagement using Web 2.0 tools”“Keep it simple”

“Credible stakeholder engagement andverification of documents”

CSR Online Awards process

Feedback & monitoring of trends

Annual survey of experts

Definition and weighting of criteria

Evaluations & publication of results

Focus on online stakeholder engagement• The study this year has focused in particular on the role of the internet

as part of wider stakeholder engagement activities• The evaluation protocol has been organised into three macro areas

News, events & resourcesVisual communicationsReporting

Conventions,associations & awards

SRIEthics & governanceSocial

Dialogue & contactsAccessibilityEnvironment

InteractivityNavigability & usabilityOverview

ONGOINGENGAGEMENTUSER EXPERIENCECONTENT

CSR Online Awards U.K. 2010

• Second edition of U.K. ranking, taking into consideration 30biggest companies by market value in the FTSE 100 as of lateOctober

• CSR (or equivalent) section of the corporate website evaluatedtwice by Lundquist analysts

• Average score of 46.4 is down 4.5 points from last year but stillhigher than• Germany (44.6 for DAX 30 – research to be published this week)• Switzerland (37.5 for SMI 20)• Italy (35.5 for top 50) and• U.S. (44.8 for 20 companies in DJSI Global 80 Index)

CSR Online Awards UK 2010 – top 10

Source: Lundquist CSR Online Awards UK 2010.

Breakdown of UK performance by macro area

Source: Lundquist CSR Online Awards UK 2010.

Breakdown of UK performance by section

Source: Lundquist CSR Online Awards UK 2010.

Responses to practical test

Source: Lundquist CSR Online Awards UK 2010

CSR Online Awards U.K. - conclusions

• A problem with transparency online and lack of attention to thebroader responsibility agenda. Of the 30 companies studied…• 67% do not offer any CSR targets• 57% publish no information or data on their workforce• 43% lack extensive data on environmental performance• 70% do not publish any information on scores obtained in

sustainability ratings• 63% give no information on risk management in relation to CSR• only 13% describe their CSR governance process• only 33% of the companies properly explain their dialogue process

and provide feedback from stakeholders or reports on engagement• only 10% have a blog, chat or forum on CSR• 57% of the websites do not provide social tagging functionality to

allow users to share CSR information

Performance based on six pillars

• U.K. trend is in line withinternational situation

• Websites sections tend tohave a narrow focus, missingconnection to wider themes

• Websites lack integration withrest of corporate agenda,both on- and off-site

• Report-derived content tendsto be less engaging

• Openness to comment andfeedback remains an issuefor most companies

Source: Lundquist CSR Online Awards UK 2010

We welcome your feedback

Email: james.osborne@lundquist.itComment: www.lundquist.it/blogConnect: www.linkedin.com/in/jabosborneFollow: www.twitter.com/jabosborne and www.twitter.com/LundquistView: http://www.youtube.com/user/Lundquistsrl#p/uLike: www.facebook.com > CSR Online Awards fan pageFollow: www.justmeans.com > Lundquist SrlShare: http://www.slideshare.net/Lundquistsrl

Have your say! Sign up for the 2011 CSR Online Awards survey:csr@lundquist.it

Thank you!