Sustainability storytelling in a digital age - James Osborne
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La nascita di un nuovo modello di comunicazione per i professionisti Come sono cambiate le esigenze di investitori, giornalisti e esperti SRI Milano, aprile 2013 24° BREAKFAST MEETING SIX DIGITAL BITES TO KEEP UP WITH THE ONLINE CORPORATE AGENDA #DIGITALBITES @JABOSBORNE SUSTAINABILITY STORYTELLING IN A DIGITAL AGE JAMES OSBORNE
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Six digital bites to keep up with the online corporate agenda”: Lundquist Breakfast meeting, 19 March, Milan
Transcript of Sustainability storytelling in a digital age - James Osborne
La nascita di un nuovo modello di comunicazione per i professionisti Come sono cambiate le esigenze di investitori, giornalisti e esperti SRI
Milano, aprile 2013
24° BREAKFAST MEETING
SIX DIGITAL BITES
TO KEEP UP WITH THE ONLINE
CORPORATE AGENDA
#DIGITALBITES
@JABOSBORNE
SUSTAINABILITY STORYTELLING IN A
DIGITAL AGE
JAMES OSBORNE
THE RISK OF A SUPERFICIAL, ONE-SIDED STORY
Source: Lundquist CSR Online Awards survey 2013 (165 non-corporate responses)
52% “extremely” or
“very” frustrating
78%
Stakeholders’ and experts’ experience is severely impacted
by the way companies choose to communicate online
21/03/2014 | 2
5%
10%
4%
11%
23%
28%
28%
26%
50%
26%
0% 25% 50% 75% 100%
Self-promotion & PR style
Too brief / superficial
Least frustrating Most frustrating
“extremely” or “very”
frustrating
WHAT INFURIATES READERS?
21/03/2014 | 3
“Cherry picking; lack of
performance data; bla bla”
“I hate it when companies stick to GRI
and do not communicate in an
appealing and educational fashion”
Fonte: Lundquist CSR Online Awards survey 2012
Readers put on their “anti-PR goggles”:
What does this mean? Is this all? What are they NOT telling me?
Does this really matter? What about the future?
BUT SURELY “AUNT AGATHA” WILL NEVER READ A
SUSTAINABILITY REPORT?
21/03/2014 | 4
They may not know what “CSR” and “sustainability” mean but consumers’
expectations are closely aligned with “experts
•They don’t trust grand claims and generic commitment
TRUST
•They want credible data and concrete evidence of environmental performance
CREDIBILITY
•They are keenly aware of the importance of sustainability to the core business of selling products & services
INTEGRATION
•They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers
PRIORITIES
•They are connected, social, mobile… and impatient
DIGITAL
HOW SOME COMPANIES PITCH CSR
2014-03-21 | 5
CASE STUDY: SNAM (BEFORE)
2014-03-21 | 6
CASE STUDY: SNAM (AFTER)
2014-03-21 | 7
Via San Maurilio, 23 | 20123 Milano
Website: www.lundquist.it/
Blog: www.lundquist.it/blog/
James Osborne
Partner Lundquist
Head of CSR & content
@jabosborne
LUNDQUIST SRL CONTATTI
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@Lundquist
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