Global Social Media and CSR Report

The Global Social Media and
CSR Report 2011
Wolfstar Consultancy

The Global Social Media and CSR Report |1

Introduction
Social Media and social networks are now all pervasive; they
permeate every aspect of our lives and have had a fundamental
impact on business, the law and even governments.

Citizens of the world are already using social corporate social responsibility activities.
media and social networks to talk about what
This research is intended to address that
matters most to them including
imbalance and look specifically at how FT
environmental sustainability, poverty, hunger,
Global 500 companies are using social
education, and equality. The goal of CSR is
media and social networks to support their
for companies to ensure that their actions
corporate social responsibility activity.
result in a positive impact on the wider
The preliminary phases of the research were
community and environment in which they
undertaken in partnership with the Centre for
operate.
Public Relations Studies within Leeds
Social media and social networks provide a
Business School at Leeds Metropolitan
means for companies to engage in genuine
University.
dialogue with stakeholders. They provide a
The research and analysis was conducted by
way of listening to and understanding
researchers and corporate communications
stakeholders enabling companies to develop
consultants at Wolfstar Consultancy.
CSR strategies that reflect the actual views
and desires of stakeholders. The research programme was supported by
the United Nations Office for Partnerships
Many large companies have already
which serves as a gateway for collaboration
embraced blogs, Twitter, Facebook and
between the private sector and foundations
YouTube and have started to incorporate
and promotes partnerships and alliances in
them into their brand marketing activity.
furtherance of the Millennium Development
There have been countless reports and
Goals. It was published at the Global Social
research papers examining how social media
Media and CSR Forum.
is used to support marketing
communications, but there have been far
fewer that look at how it is used to support
corporate communications and


Table of Contents

Introduction............................................................................................ 2
Table of Contents ..................................................................................... 3
Executive Summary .................................................................................. 7
Introduction ................................................................................................... 7
Context ......................................................................................................... 7
Findings ........................................................................................................ 8
The vision .............................................................................................. 9
Objectives...................................................................................................... 9
Key objectives ................................................................................................................. 9
Broad objectives .............................................................................................................. 9
The research ..........................................................................................11
The methodology ....................................................................................12
Sample ......................................................................................................... 12
Process ........................................................................................................ 12
Metrics ........................................................................................................ 12
Engagement .................................................................................................................. 12
Update frequency .......................................................................................................... 12
RSS .............................................................................................................................. 13
Twitter ......................................................................................................................... 13
Facebook ...................................................................................................................... 13
Interactive content ........................................................................................................ 13
Alexa rank .................................................................................................................... 13
Quantcast rank.............................................................................................................. 13
Google pagerank ........................................................................................................... 13
YahooI Inlinks .............................................................................................................. 13
Delicious bookmarks ..................................................................................................... 14
Timeline ....................................................................................................................... 14
Ranking ........................................................................................................................ 14
The FT Global 500 ..................................................................................15
Platforms ..............................................................................................16
Regions and Countries .............................................................................18
Sectors..................................................................................................19
Platforms ..............................................................................................21
Regions and countries ..............................................................................22
Sectors..................................................................................................23
SIGs and NGOs ......................................................................................24
Greenpeace | Nestle palm oil campaign ............................................................... 24


Oxfam | social media for social good .................................................................. 25
Embedding social media into a corporate communications strategy .....................27
The “46”...............................................................................................29
Microsoft ..................................................................................................... 30
Interactive and shareable content ................................................................................... 30
Walmart ...................................................................................................... 30
General Electric ............................................................................................. 31
Nestlé ......................................................................................................... 31
Johnson & Johnson ......................................................................................... 32
IBM ........................................................................................................... 32
Wells Fargo .................................................................................................. 33
Cisco .......................................................................................................... 33
Novartis ....................................................................................................... 34
Intel ........................................................................................................... 34
Citigroup...................................................................................................... 35
Pepsico ........................................................................................................ 35
Telefonica .................................................................................................... 36
GlaxoSmithKline .......................................................................................... 36
Sanofi .......................................................................................................... 37
BNP Paribas ................................................................................................. 37
Verizon ........................................................................................................ 38
Schlumberger ................................................................................................ 38
E.ON .......................................................................................................... 39
McDonald’s ................................................................................................. 39
AstraZeneca .................................................................................................. 40
SAP AG ...................................................................................................... 40
Allianz......................................................................................................... 41


Bradesco ...................................................................................................... 41
Bayer .......................................................................................................... 42
Home Depot ................................................................................................. 42
BBVA .......................................................................................................... 43
RWE ........................................................................................................... 43
Eli Lilly ....................................................................................................... 44
Posco .......................................................................................................... 44
Nova Nordisk .............................................................................................. 45
Reckitt Benckiser ........................................................................................... 45
Monsanto .................................................................................................... 46
Sony .......................................................................................................... 46
Vivendi ....................................................................................................... 47
Maersk ........................................................................................................ 47
Vinci ........................................................................................................... 48
FedEx ......................................................................................................... 48
Standard Bank .............................................................................................. 49
ICICI Bank .................................................................................................. 49
Exxon Mobil ................................................................................................ 50
Wipro ......................................................................................................... 50
Centrica ...................................................................................................... 51
Applied Materials .......................................................................................... 51
Staples Inc ................................................................................................... 52
Aviva .......................................................................................................... 52
Glossary of Terms ...................................................................................53


About ...................................................................................................56
Wolfstar Consultancy ...................................................................................... 56
United Nations Office for Partnerships ................................................................ 56
Centre for Public Relations Studies, Leeds Business School ...................................... 56


Executive Summary
Introduction
For the purpose of clarity, social media in
This summary is intended to provide a
this context included the organisations
brief introduction as to why the survey
own website, blogs, Twitter, YouTube,
was undertaken, details of the
Facebook, podcasts and RSS feeds. It
measurement criteria, and the top line
was then possible to analyse the most
results.
frequently used platform, identify any
The research was initiated by Wolfstar geographical variants and report on
Consultancy, in association with the sector engagement.
Centre for Public Relations Studies at
Leeds Metropolitan University, and Context
produced in partnership with the United
The ‗Global Social Media and CSR
Nations Office for Partnership in
Report‘ was initiated to provide
furtherance of their Millennium
unprecedented insight into the extent to
Development Goals.
which the world‘s largest companies are
The research was intended to assess the using social media to communicate their
level of meaningful engagement in social corporate social responsibility activities
media and social networks for the online.
corporate social responsibility activities of
Social media has and will continue to
the FT Global 500 companies.
have transformative implications for the
Three phases were undertaken between future of corporate communications; it
September 2010 and May 2011. The represents a shift in consumer
survey results were published in London opportunity away from the transactional
on 2 June 2011. The survey was not marketing paradigm and towards
intended to rank organisations but it was relational engagement.
intended to measure and create a
Global companies and large organisations
benchmark for engagement. All 500
are subject to constant public scrutiny,
companies were assessed online,
and the emergence of interactive online
searching for easily located sites that the
media forces the corporate agenda to
average user of the internet would find. A
prioritise transparency and accountability.
detailed methodology can be found in the
Social media tools and channels allow
full report.
companies to proactively enter into a two-
way dialogue with their customers,


employees and stakeholders; they As the majority of the companies on the
provide the opportunity to communicate FT Global 500 list are US based, it is
openly and honestly, and generate by- hardly surprising that North America
products of trust, brand advocacy, and recorded the most uptake (43%), followed
loyalty. by Europe (35%) and Asia (16%).

The survey compared organisations
Findings
across 37 different sectors, with the most
46 of the FT Global 500 companies active being finance and banking (14%),
surveyed were found to be using social oil and gas (9%) and technology (4%).
media to communicate their corporate
social responsibility strategies in a
coordinated, coherent and meaningful
manner. This meant that the organisation
regularly engaged in two-way dialogue,
engagement and interactivity online.
Update frequency, visits, comments and
the ability to respond, were all included in
the methodology.

60% of the companies surveyed were
using some form of social media activity
to communicate their CSR strategy:

 107 companies used RSS feeds

 102 companies used embedded video

 56 companies used Twitter

 44 companies used Facebook

 40 companies used YouTube

 22 companies used a blog


The vision
To analyse and evaluate the benefits of utilising social media as a
channel for the communication of corporate social responsibility to
establish a global benchmark and to make recommendations for how
corporations can engage more effectively.

marketing communications context, little
Objectives
research has been carried out beyond this.

Key objectives  Truly ‘social’ communication - How can
 To deliver research that demonstrates the social media facilitate dialogue and is it
potential for utilising social media to being used to do so? Does this lead to
maximise global CSR, corporate citizenship more inclusive and enlightened CSR
and corporate philanthropy. practice? How does this benefit corporate
communication, and, more importantly
 To present the results at a summit
society?
conference attended by leaders in global
business and communications.  Two-way dialogue - Social media tends
to be used as a one-way communication
 To utilise this summit to bring together
channel, yet it facilitates two-way,
global thought leaders in online CSR, social
transparent and strategic stakeholder
media, and corporate benevolence.
engagement. The survey seeks to find
 To publish the results globally to create a
best practice in this area, in the context of
benchmark for best practice and guidance
CSR.
for improvement.
 Trust - If businesses are to rebuild and
 Create a framework for this to become an
maintain stakeholder trust, traditional
annual research event and summit.
approaches to corporate communication
need to be reframed. In the aftermath of
Broad objectives
the credit crunch and banking collapse,
 New unexplored territory - Social media
commercial and political rhetoric
as a tool of corporate communications is
dominated the media agenda around the
still in its infancy. While work has been to
need for a new social contract between
undertaken to examine its impact in a
business and society, yet little has been


heard or seen of organisations attempting
to establish these relationships.

The Global Social Media and CSR Report | 10

The research
The research examined how companies in the FT Global 500 2011 use
social media and social networks to support their corporate social
responsibility (CSR) activity.

The research was undertaken between frequently used platforms as well as the
September 2010 and May 2011 and most active countries, regions and
analysed the visible online social web industry sectors. The most active
activity of all 500 companies. It looked companies that were using several
only at what could easily be found by the platforms were then analysed and profiled
average internet user searching the in greater detail.
internet using popular search engines,
The report is not intended to rank the
social media and social network sites.
companies or identify any correlation
Social media has numerous definitions between how well companies perform in
therefore the research looked to see if CSR and how well they utilise social
companies were using any of the media. It is intended to provide a start
following platforms: blogs, Twitter, point for further investigation.
YouTube, Facebook, podcasts, other
video and RSS. It then analysed the most


The methodology
The audit process for highlighting the effectiveness of CSR
communication is based on the following methodology:
an interrogation of the space on a much
Sample
broader macro scale which lends itself to
The team collected data from the the annual comparison report.
Financial Times Global 500. The sample
looked at what these organisations were Metrics
using to communicate their CSR activities
A crucial part of the research was to firstly
online; this could be a static page, a blog,
define what ‗social media‘ was. Social
a Twitter stream, a Facebook page, a
media encompasses many online
YouTube channel, an online newsroom or
networks and technology, but in this
a combination of these.
context we worked with the assumption
that ‗social media‘ was anything that
Process
facilitated ‗two-way dialogue‘ and
The entire FT 500 and their online CSR presented ‗interactivity‘.
activity was analysed with a number of
Therefore we created a matrix of metrics
metrics applied to the sample. Those then
that would allow us to gauge how ‗social‘
deemed to be making the best use of
the CSR communication strategies of
social CSR communication were
these brands were. These metrics
extracted and put onto a second list. The
included:
companies on this second list were then
used for a more intricate analysis. Engagement
The process was based upon intensive Engagement was weighted on a 1- 10
qualitative research where each platform point system; the higher the score, the
was analysed by both public relations and greater the opportunity for interactivity.
social media practitioners and academics This interaction could be the opportunity
to gain an understanding of the type of to comment, watch a video, subscribe to
content they produce, which subjects a feed, explore an interactive map or
they cover and how the content was compile a customisable report.
functioning from a communications
Update frequency
perspective. This allowed the analysis of
each platform on a micro scale, as well as Again this was scored on a 1-10 point
system, we worked on the presumption


that ‗update frequency‘ referred to how input (by stand out we mean it was visible
fresh the content on the platform or page and easily accessible). This included
appeared to be. For example ‗10‘ would infographics, interactive maps, podcasts,
be updated daily and ‗0‘ would be a static customisable reports, graphs and web
page. chats.

Platforms that used blogs were easy to
Alexa rank
deduce and rank, but it was slightly more
Alexa rank is a metric that estimates
problematic measuring those that didn‘t,
traffic and ranks sites accordingly with
even if they were interactive. Therefore we
lower rankings indicating higher levels of
surveyed the content contextually, looking
traffic.. For example the website with the
to see how often the information
most traffic on the web would have a rank
appeared to be revised.
of 1, and those with low volumes would
RSS have ranks in the millions.

We gauged whether the platform/page
Quantcast rank
facilitated and visibly offered subscription
Quantcast is a metric that measures
via an RSS feed, using ‗yes‘ or no‘.
traffic. It is arguably more accurate than
Video Alexa as it doesn‘t depend on a user
We gauged whether the platform/page community using its toolbar. The lower

hosted video content using ‗yes‘ or ‗no‘. the rank, the higher the volume of traffic.

Twitter Google pagerank

We gauged whether the platform/page Google pagerank is measured between1-

had visible links to a Twitter steam using 10 and weights the importance of every

‗yes‘ or ‗no‘. The analysis here stipulated web page on the internet contextually. For
whether the stream was CSR dedicated example, a page with a higher rank will

or for corporate use. hold a higher position amongst relevant
search results. The scores are calculated
Facebook based on the number and quality of
We gauged whether the platform/page inbound links from other websites. This
had visible links to a Facebook page means higher ranking inbound links boast
using ‗yes‘ or ‗no‘. your own site‘s ranking.

Interactive content YahooI Inlinks
With this metric we made notes of any Essentially Yahoo Inlinks is the number of
stand out content that facilitated user external sites that are linking to the site in


question or its content. It is often known which is more comprehensive than a
as a measure of influence, but in isolation single shot analysis.
it isn‘t a robust enough metric.
Ranking
Delicious bookmarks As organisations used a variety of
Delicious bookmarks is the rank related to different social aspects, a specific
the number of times the page/content has compound could not be created.
been bookmarked on Delicious. Broken Therefore a ranking was created using a
down, they are sorted by a combination human analysis of the metrics.
of relevance and popularity. For example,
a bookmark that is very relevant to
‗football‘ and saved by 100 people may
rank higher than one that is only slightly
relevant to ‗football‘ but saved by 300
people.

Timeline

The research took place over six months
and involved three intensive stages. This
allowed us to create empirical analysis


The FT Global 500


Although only 46 companies were found to be consciously using social
media to support their corporate social responsibility activity, other
companies within the FT Global 500 were using some social techniques
in isolation.

Platforms
Approximately 60% of the companies isolation with seemingly no real strategy
were using some form of social activity or objectives.
within their online CSR strategy; the most
The FT Global 500 social presences were
popular was RSS feeds (107 companies)
made up of: YouTube channel (40
and embedded video (102 companies).
companies), Twitter (56 companies),
However, much of this was done in
Facebook (44 companies), and a blog (22


companies). Though Twitter was the most
popular social channel to be used by the
FT Global 500, but still only a tenth of
companies had presences.

Social
continents

Continents


Regions and Countries
The majority of FT Global 500 countries The most social continents are North
are US based, followed by Japan (8%), America (43%), Europe (35%), and Asia
and Canada, China, France, and the UK (16%). The most social countries are the
(5% each). United States (39%), United Kingdom
(9%), Japan (8%), France (7%) and
Germany (6%).

Countries


Sectors
The FT Global 500 includes countries equipment‘ (4%). This is also
from across 37 different sectors. representative of the most social sectors:
‗banks‘ (12%), ‗oil and gas producers‘
Most of the companies are in the ‗banks‘
(11%), ‗pharmaceuticals and
sector (14%), with ‗oil and gas producers‘
biotechnology‘ (6%), and ‗technology,
being the second largest sector (9%),
hardware and equipment‘ (5%).
followed by ‗technology, hardware and


Active Companies
Wolfstar Consultancy identified 46 companies that were
meaningfully engaging in social media and social networks
for their corporate social responsibility activities.


c

Platforms
The social platforms and techniques used videos are embeddable and a channel
most frequently are RSS and embedded can provide cohesion as a video archive.
video, which are both used almost
In terms of presences on social networks,
ubiquitously across the 46. Noticeably, a
28 of the 46 are using Twitter, 22 have
higher proportion of the companies are
YouTube channels, 19 are on Facebook
using embedded video, rather than
and 20 have blogs.
YouTube. This is interesting as YouTube


The number of companies using podcasts making use of the medium.
is significantly lower, with only three

Social
continents

Social
countries

Regions and countries
Of the 46 companies, 44% are based in that North America (38%) has more FT
the United States, followed by Germany 500 companies overall than Europe (29%)
(11%), the UK (11%), France (9%), and does. There are few companies from
Denmark (5%). However taken as a South America and Africa (4% total), and
whole, Europe accounts for slightly more 9% of the companies in the list accounted
of the active companies than North or are Asian.
America (43%). This is despite the fact


Sectors
The most active sectors comprise ‗banks‘ Interestingly ‗oil & gas producers‘
and ‗pharmaceuticals & biotechnology‘ represent 9% of the companies within the
(15% each). They are followed by FT Global 500, the second highest sector,
‗software & computer services‘ (9%) and yet only represent 2% of the most social
‗technology, hardware & equipment‘, companies. Other low sectors within the
‗general retailers‘ and ‗gas, water & list include: ‗travel & leisure‘, ‗beverages‘,
multiutilities‘ (7% each). ‗chemicals‘, ‗construction & materials‘,
‗general industrials‘, ‗household goods &


home construction‘, ‗industrial metals & ‗media‘, ‗nonlife insurance‘ and ‗oil
mining‘, ‗leisure goods‘, ‗life insurance‘, equipment & services‘ (2% each).

SIGs and NGOs
In times of crisis it is imperative for any company to have a social media
monitoring system in place in order to best pre-empt and comprehend
a potentially damaging situation.
If companies are already engaging and global special interest groups and non-
have a presence in this space, then this is governmental organisations have, and
particularly advantageous in terms of continue to make an innovative use of
credibility when dealing with these social media in their communication and
situations. campaign strategies.

Although the majority of large companies
are failing to fully harness social media,

Greenpeace | Nestle palm oil campaign
Greenpeace launched an activist shared it through Twitter and other social
campaign to persuade Nestle to channels. Viewers and users threatened
discontinue its relationship with the Sinar to boycott Nestle and began to attack
Mas Group, because of its invasion of them for a lack of environmental ethics.
rainforests and orangutan habitats.
Nestle soon released a statement stating
The campaign started with a YouTube their concern around the devastation of
video spoof of the Kit-Kat ‗Take a Break‘ rainforests and committed to using
adverts. The spoof sees an office worker certified sustainable palm oil by 2015.
finds an orangutan‘s finger in his Kit-Kat
and eats it as if it were normal chocolate.
The video bore the slogan: ‗Stop Nestle
buying palm oil from companies that
destroy the rainforests‘.

YouTube quickly took it down, but
Greenpeace reposted on Vimeo and


Oxfam | social media for social good
Oxfam has not only taken social media to share, but still with a relevant and
the heart of its communications strategy, important message.
but it has allowed it to permeate every
aspect of its business model and policy. It
uses social to drive donations, raise
awareness and to reach areas of the
world where traditional media falls short.

The day after the Haitian earthquake,
Oxfam created a YouTube video,
featuring a personality from its media
team describing the event and asking for
Oxfam‘s most successful viral video
donations. The video was supported on
campaign was entitled
Twitter and other social channels, and
‗Grooveyourbump‘. The video featured
was eventually picked up on YouTube‘s
both professional dancers and pregnant
homepage, where it eventually received
women dancing on London‘s Southbank.
around 700,000 views. Oxfam claim that it
The video was designed to raise
generated a ‗trackable‘ £30,000 in
awareness that every day 1,400 women
donations, with yet more unaccounted
die in childbirth around the world and had
for.
the tagline ‗if you think this is dangerous
try giving birth in poor countries without a
midwife, hospital or medicine.‘ To date, it
has had more than one million views.

Another similar video campaign; ‗Don‘t
Drop the Ball on Aid‘, comprised a viral
aimed at persuading governments to
keep up with their aid commitments. It
piggybacked on the World Cup, by
featuring members of the public
showcasing their football skills and gave
viewers something topical and unique to


In addition to its vital video campaigns,
Oxfam has presences on Twitter and
Facebook and has a multimedia rich blog
featuring video, imagery, and interactive
maps.


Embedding social media into a corporate
communications strategy
Social media is not a standalone activity or channel but it only works if it
is embedded coherently into a company‘s overall corporate
communications and corporate social responsibility strategies.

Understand and shrink the online support business objectives and can
space: Many companies are afraid to be properly resourced, measured and
engage in social media and social evaluated.
networks at a corporate level because Incorporate social media into your
it appears to be too large and corporate communications
confusing. The first step is to start
strategy: Now that you understand
understanding the space by auditing it
the space and have defined your
to find out the blogs, media, forums,
objectives it is possible to start
networks and individuals that are most
identifying actual tactics that can be
relevant to you. Conversations should
delivered and implemented. Too many
be analysed to identify topics and
companies make the mistake of
themes that have relevance – for
starting with the deliverable and
learning, engaging or identifying
decide to create a Facebook page, set
potential crises and issues. Once the
up a Twitter account or start a blog
initial audit has been completed it is
without any clear objective or plans for
possible to continue monitoring the
how it will be sustained and
space using a combination of paid
developed.
and free online tools.
Get board level buy-in: This varies
Set objectives and goals: Once you
from company to company, but in
understand the space it becomes
many large companies it is difficult to
possible to set specific
get board level buy-in until you‘ve
communication objectives that will


evidenced that there is something activity is that there is a lot that can be
worth buying into. That is why it is a measured (visits, followers, fans etc.),
good approach to complete the first but it is more important to evaluate
three preparation stages first. how effective it is in contributing to
achieving overall communications and
Secure adequate resources: The
business objectives.
right resources means more than just
securing a budget. That will pay for an
in-house person and/or external
consultancy, but it won‘t ensure the
successful delivery of your
programme. You need to get buy-in
and active engagement from people
actually involved in the day-to-day
implementation of your CSR strategy.

It is rude to walk out of a
conversation: Once you have started
engaging with stakeholders on social
media and social networks you‘ve got
to stick with it. Developing a dialogue
with an active and engaged
community also has the benefit of
creating a reservoir of goodwill and
trust that can be tapped in a crisis
situation.

Continuous improvement – Just as
with any other aspect of corporate
communications activity, it is essential
to continuously measure and evaluate
the success of social media activity in
order to constantly improve
performance. One benefit of online


The “46”
Profile sheets analysing
social media activity around
CSR efforts


Microsoft
Microsoft is currently active on Twitter and Facebook, it
also has a regularly updated, multimedia rich blog;
‗Microsoft Unlimited Potential‘.

Interactive and
shareable content Microsoft communicates the majority of its CSR work
through the ‗Unlimited Potential‘ blog.
Infographics

Video content Two subjects dominate the posts: stories around

Microsoft‘s CSR work and initiatives around the world and
Images  how technology can benefit the environment and society.
Data 
visualisation The content includes guest posts from people working on

the initiatives and imagery is used to showcase the work
Customisable
 and the personalities undertaking it.
reports
Engagement on the blog is relatively high and with many
of the posts stimulating debate and discussion.

Walmart
Walmart uses the hashtag #fighthunger to stream a
feed to their ‗Walmart Gives Back‘ blog. It has a range
of authors using images and video to create
personable posts.

Interactive and
shareable content Walmart‘s ‗Give Back‘ blog contains content from six
Infographics  authors; all who have their own profile on the site and
write about specific issues.
Video content 
Images  Much of the blog content is centred on tackling hunger
and poverty in the US. Specific campaigns it supports
Data 
visualisation include ‗Feeding America‘, ‗Meals on Wheels‘ and ‗The

Campus Kitchen Project‘. Video content often
Customisable 
reports accompanies the stories around the campaigns.

The Global Social Media and CSR Report
Engagement is medium, with many of the comments | 30

thanking and congratulating Walmart for their efforts.

General Electric
GE provides in-depth accounts of CSR commitments and
results, using a clear and image heavy format.

Interactive and
shareable content GE‘s citizenship site is image rich with clear sections and
detailed results of current campaigns. There is a great
Infographics  deal of information and content, including downloadable
Video content  reports. There is a featured news section along with a list
Images  of recent news releases.
Data  GE is transparent in its aims and objectives, setting out
visualisation
 plans for its CSR activities. It provides lengthy articles in
Customisable  the ‗stories‘ section which in-depth accounts of the
reports
citizenship campaigns.

Nestlé
Nestlé provides a large range of multimedia content
and encourage users to share. It also links directly to
the YouTube and Flickr accounts.

Nestlé focuses around the ‗Creating Shared Value‘
Interactive and
campaign, and produces a lot of content for it. This
shareable content
includes a cash prize for an individual, NGO or small
Infographics  business making an effort to help their community.
Video content  The site also includes an interactive map with a range of
Images  case studies of those helped by Nestlé‘s CSR efforts.

Data  Though there is no option to comment directly on the site,
visualisation  its Twitter and Facebook are frequent updated and allow
Customisable  users to engage and debate issues, such as palm oil.
reports


Johnson & Johnson
Johnson & Johnson has both a content rich site with
PDF downloads and a video and image heavy blog,
documenting real life case studies.

Johnson & Johnson‘s PDF downloads from the main site
Interactive and
highlight its CSR plans and display the results in infographic
shareable content
form.
Infographics 
The ‗J&J BTW‘ blog has a more casual approach, giving
Video content  Johnson & Johnson a personable voice and discuss issues
Images  or criticisms of the company, as well as allowing readers to
Data  comment.
visualisation Both the blog and main site link to social channels, including

Customisable YouTube, Facebook and Twitter, which are regularly

reports updated.

IBM
IBM‘s CSR report provides an interesting and interactive
way of looking at data. It also supports the ‗A Smarter
Planet‘ blog, discussing and debating relevant issues.

Interactive and
The IBM CSR report is packed with infographics and
shareable content
interesting data visualisation viewed using a slide bar of
Infographics  images. There is also an interactive map for global citizenship.
Video content  The ‗Smarter Planet‘ blog discusses how technology affects
Images  the future of the world and the people in it. There are Twitter

 and Facebook accounts linked with the blog, which are
Data
visualisation updated regularly with discussion, image and videos. Fans of

the blog interact more with the social channels than with the
Customisable 
reports blog itself.


Wells Fargo
The main site discusses ‗Wells Fargo in the Community‘,
including its commitment to giving both locally and
nationally. It also blogs on the ‗Wells Fargo Environmental
Forum‘.

Interactive and Wells Fargo‘s site discusses several of its commitments,

shareable content including building housing, providing grants for communities
and improving the environment. Results of these campaigns
Infographics  are also supplied.
Video content  The blog allows users to give feedback and debate issues
Images  with members of the Wells Fargo company. The blog mainly
discusses ways in which Wells Fargo is improving the
Data 
environmental impact of the company, as well as
visualisation
 highlighting ways individuals can improve their carbon
Customisable  footprint. The blog features videos, image and polls to get
reports users engaged and interested.

Cisco
Cisco‘s Community and Philanthropy section of the site
provides links to many social media channels, as well as
podcasts and a Flickr account.

Interactive and
The main site provides a range of channels for users to
shareable content
engage with and share content. These focus around providing
Infographics  information on technological advances and about Cisco.
Video content 
The blog has embedded several social apps, such as a way to
Images  see how many views each post has (one with over 45,000)
Data  and share buttons for Facebook and Twitter with a tally of
visualisation how many times each post has been shared.

Customisable The blog has several authors, and the topics discussed range

reports from news about Cisco‘s CSR commitments to advice about
technology.

Novartis
The Novartis site has a large amount of content,
mostly available for download in PDF format. There
are also Facebook and YouTube channels, both
updated regularly.

Novartis discusses its patient-centric approach to research
Interactive and and development as well as the ethical considerations in
shareable content business conduct. Along with support for patients and
Infographics communities and environmental care.

Video content  Both the YouTube and Facebook channel are kept regularly
updated. The YouTube channel in particular has drawn 820
Images  subscribers with the most popular video gaining over
Data  27,000 views. The videos are well produced, and give
visualisation  Novartis a chance to inform users on the company, and
Customisable voice its side of the story on controversial issues, such as

reports animal research and drug development.

Intel
Intel discuss the environment, community, education,
ethics and its foundation on the main site, with a feed
directly from its blog.

Interactive and Intel‘s social media channels are regularly updated with
shareable content news, including that from the CSR team. The CSR blog
receives weekly updates, and discusses current campaigns
Infographics  and milestones, as well as more personal blog posts from
Video content  staff on the CSR team. The dedication of the staff at Intel is
Images evident on the CSR blog.

A recent blog post also stated that the team are working on a
Data 
visualisation ‗bite size‘ additional CSR annual report, to allow readers to
 get the main facts and results without reading through the
Customisable  longer report. This will expand on the use of data
reports visualisation in the main report.


Citigroup
The Citigroup blog discusses a range of business and CSR
issues, offering advice and inviting suggestions from its
audience.

Interactive and The Citigroup blog covers a range of topics, including
affordable housing, helping homeowners and campaigns from
shareable content
the Citigroup foundation.
Infographics  The blog features image and video content, and also allows
Video content  users to privately submit questions and suggestions to provide
Images  input into Citigroup in their development. The employee image
‗tiles‘ in the background link to case studies and videos.
Data 
visualisation The main site offers regular press releases with Citigroup‘s

CSR and pro bono efforts. The Twitter feed promotes these
Customisable  news releases, along with blog posts.
reports

Pepsico
Pepsico discusses its CSR efforts in the sustainability
section of the site. The Indian main site has a dedicated
CSR section.

The global site provides information on the 11 global goals set
Interactive and
out by Pepsico in 2009 to provide support for those in both
shareable content developed and developing countries.
Infographics  The site provides updates on the CSR development in human,
Video content  environmental, talent and sourcing sustainability, with video to
show progress.
Images 
The Indian site has many location specific aims. Viewing this on
Data 
the site provides readers with interactive data visualisation on the
visualisation  progress and strategy for the campaigns, such as water aid,
Customisable  farming and healthy children.
reports


Telefonica
Telefonica provides a very detailed and dedicated site with
information on its range of CSR activities, along with an
RC and Sustainability blog.

Telefonica‘s CSR site is a separate site from the main site,
Interactive and
allowing it to focus directly on its campaigns, results and
shareable content provide a wealth of content and sustainability. This includes
Infographics information on Telefonica‘s drive towards sustainability, their

culture of responsibility, environmental and climate change
Video content  issues, social innovation and transparency.
Images  The blog is another separate site, providing up to date news,
Data  images and videos, along with feeds from its Twitter and
visualisation
 Facebook streams as well as a calendar with upcoming
Customisable
 events. The blog promotes social innovation, children and
reports
ICT, energy efficiency and stakeholder engagement.

GlaxoSmithKline
GlaxoSmithKline‘s CSR section of the site is very
detailed, providing section by section anaylysis of
the annual report and updated content on its blog.

Interactive and
GlaxoSmithKline‘s CSR section of the site provides an in-
shareable content
depth look at each section covered in the report, with
Infographics  options to download specific sections or the full
document.
Video content 
Images  The ‗More than Medicine‘ blog gives GlaxoSmithKline
chance to demonstrate their CSR commitments, such as
Data 
training medical staff in developing countries and
visualisation  providing a ‗smile‘ for babies born with cleft lip palates.
Customisable  The posts are promoted on the GlaxoSmithKline Twitter
reports
and Facebook streams.

Sanofi
Sanofi provides information on its CSR and ethics and
responsibilities its main site, with focus on specific
campaigns.

Interactive and
shareable content Sanofi‘s CSR activities focus around three campaigns; the
fight against malaria, the value of vaccines and diabetes.
Infographics 
Each campaign has a section on the site, providing insight
Video content 
into what Sanofi is doing to help and promote the causes
Images 
with accompanying videos, interviews and case studies.
Data 
visualisation The ethics and responsibility section of the site discuss

the campaigns around access to medicines, sustainability
Customisable  and social responsibility. Sanofi also has the Sanofi Espoir
reports
Foundation, aiming to reduce world health inequalities.

BNP Paribas
BNP Paribas provides a vibrant and highly social
approaching to promoting its CSR activities, with a
dedicated blog and several social channels.

The philanthropy section on the main site includes a film and
Interactive and
presentation around the efforts of the BNP Paribas
shareable content
Foundation, which aims to support research projects in the
Infographics
 medical and environmental field and support the arts.
Video content  The blog, ‗Committed for a Changing World‘, discusses
Images  issues such as culture, diversity, education, environment,

Data health and sustainable finance. The blog is updated by a

visualisation range of team members and the posts are promoted through
 the social media channels.
Customisable
 The blog invites readers to get involved, either in discussions,
reports
feedback or as a contributor.


Verizon
Verizon effectively uses social media and microsites to
comminicate its CSR messages and objectives.

Interactive and Verizon‘s corporate responsibility site section demonstrates
shareable content the actions being taken in recent campaigns, including
Infographics  donating handsets to domestic violence victims, investing in
education, helping to make the internet a safer place and
Video content 
reducing its carbon footprint.
Images 
Verizon also has a separate responsibility blog, which is
Data 
visualisation written by high-ranking members of the Corporate

Responsibility team and Verizon Foundation. The blog
Customisable
reports documents work Verizon has been doing, along with a
‗Kudos‘ button to rate the articles.

Schlumberger
Schlumberger discuss CSR aims on its main site, as well
as using the SEED community to promote its educational
development goals.

Interactive and The Schlumberger main site highlights its CSR efforts in climate
change, environment, driving safety, malaria prevention,
shareable content
HIV/AIDS and education. The malaria action includes equipping
Infographics  employees in risk countries with prevention programs and kits.
Video content  The education efforts include the SEED blog. SEED is a
Images  volunteer-based education programme to educate underserved

Data  communities, which allows members to blog and participate in
visualisation forums, as well as meet students and teachers, join

Customisable collaborative projects and view online education resources.

reports


E.ON
E.ON has a clear set of CSR objectives and makes an
effort to hear back from its audience via the ‗Talking
Energy‘ site.

Interactive and E.ON explains its CSR objectives on its main site, which
shareable content includes supporting schools and communities,
Infographics  environment, government policy, history, procurement and
Video content  technology. There are also CSR podcasts.

Images  E.ON also has the ‗Talking Energy‘ site, which allows user
Data  to log in and give their feedback and debate issues. The
visualisation topics with the most mentions are also displayed live on
 the homepage. The site makes use of video and polls, as
Customisable  well as tracking E.ONs responsibilities and responsibilities.
reports

McDonald’s
McDonald‘s outlines its goals and progress towards
achieving them in a clear graphics and use videos and
blogs to demonstrate results to its audience.

Interactive and The McDonald‘s CSR report discusses their goals for
shareable content nutrition and wellbeing, supply chain sustainability,
Infographics environmental responsibility, employee experience,
 community and GRI index. It also highlights the 2011-2013
Video content
 goals (which are displayed as progress bars in the full
Images report) and shows its process from ‗farm to front counter‘.

Data Its blog, ‗Open to Discussion‘ is written by the vice

visualisation president and other employees at the company, who give
 personal perspective on issues, challenges and engage in
Customisable
reports  dialogue with their audience.


AstraZeneca
AstraZeneca engages with its audience via the
‗AZHealthConnections‘ blog and allow charities and
NPOs to apply online for donations.

Interactive and AstraZeneca outlines its community support on its main site,
shareable content which is divided into charitable donations and employee
volunteering. The charitable donations area allows NPOs and
Infographics
 charities local to AstraZeneca‘s key sites to apply for support
Video content  in promoting health care in the local community and
Images promoting science education and skills.

Data  Employees are also encouraged to volunteer in their
visualisation communities and their stories are shared in the
 ‗AZHealthConnections‘ blog. The blog also provides videos in
Customisable
 which professionals give advice on a range of healthcare
reports
issues for patients.

SAP AG
SAP supports a range of incentives and communicate
with its audience through various social channels and
its own community network.

Interactive and SAP supports several programs as part of its CSR

shareable content campaign, including scholarship, partnership, community
involvement, university alliances and matching gift
Infographics 
programs.
Video content 
SAP also has a ‗Community Network‘, which allows users
Images  to build networks and gain insight and information from
Data  experts, as well read the SAP blog, articles and podcasts,
visualisation create their own blog, contribute in forums, access the

Customisable eLearning and downloads section and view career advice

reports and upcoming events.

Allianz
Allianz outlines its CSR strategy and global issues, as well
as demonstrating sustainability in practice and
communicating the results through social channels.

Allianz use interactive graphics and data to allow its
Interactive and
audience to see the actions and results of its sustainability
shareable content
in practice, such as view graphs and charts of several
Infographics  issues, including the company‘s greenhouse gas emissions.
Video content 
The ‗Knowledge Blog‘ discusses a range of topics, from
Images  financial issues to climate change and alternate energy
Data  sources. Audiences can interact and pick topics to be
visualisation  discussed in future posts, as well as subscribe to news
letters or join to 37,000+ people following the blog on
Customisable  Facebook.
reports

Bradesco

Bradesco uses podcasts and video content as a source
to publish information. It also has an RSS feed so
people can receive instant updates on the company‘s
news.

Interactive and
shareable content Bradesco has a specific page on its website, which is

Infographics  based on their CSR.

Video content  The social- environmental responsibility outlines its

Images  strategies and reviews its sustainable finance, responsible

 management and social-environmental investments.
Data
visualisation  The podcasts allow audiences to learn about what it is
Customisable  doing as part of its CSR.
reports




Bayer
Bayer is an active user of YouTube, Twitter, Facebook and
Podcasts. Its podcasts are a direct way of hearing about
its latest developments and achievements.

Interactive and
Bayer has a Facebook fan page for its sustainability
shareable content
actions. The page gives people the details of each step it
Infographics  take to being sustainable and how they incorporate CSR
Video content  in the everyday running of the organisation.
Images  The ‗Bayer Climate Program‘ is linked directly through the
Data  Facebook page and contains updated news, links and
visualisation  reports on its CSR efforts.
Customisable 
reports

Home Depot
Home Depot has an active presence on Facebook,
YouTube, and Twitter. It actively engages audiences and
displays the way in which it implements CSR into its
business.

Home Depot uses Facebook and Twitter as a regular way
Interactive and of communicating its on-going CSR behaviour and
shareable content actions.
Infographics  It has an extremely social presence, which displays its
Video content  progress and attitude surrounding CSR.

Images  It currently has an on-going site dedicated to ‗The Home

Data  Depot Foundation‘, giving knowledge to audiences about
visualisation its initiatives.

Customisable  Its content includes new and on-going work to benefit
reports disadvantaged families at their homes as part of its CSR.

BBVA
BBVA actively uses YouTube and Twitter to display and
update its CSR programs. It also has an information page
on corporate responsibility.

Interactive and BBVA engages with its audiences using its YouTube
shareable content channel. Its Twitter allows audiences to follow and hear
Infographics the latest news.

Video content  BBVA also provides a large amount of information based
on its CSR on a separate page linked through its
Images 
homepage. This allows reports to be downloaded and
Data 
visualisation transparently lists information about its CSR policies,

intentions and actions.
Customisable 
reports



RWE
RWE uses Facebook and Twitter as forms of social
interaction to allow its CSR content to be shared online.

REW uses Facebook and Twitter to allow its webpage
Interactive and
content regarding CSR to be shared. This helps gain
shareable content
interaction from its readers and interest groups.
Infographics 
The ‗Responsibility‘ page directly links to the different
Video content 
reports, figures and graphs, which summarise its efforts to
Images 
being a responsible corporation.
Data 
The page gives a direct contact email for the head of
visualisation 
corporate responsibility.
Customisable 
reports

 | 43

Eli Lilly
Eli Lilly is interactive with YouTube, Twitter, videos and
blogging. Its blog, Lilly Pad, has regular posts written by
employees about the different initiatives surround its CSR.

Interactive and
Its blog, ‗Lilly Pad‘, uses a link to directly contact people
shareable content
with its Twitter. This allows the latest post to be easily
Infographics  accessed, shared and replied to.
Video content 
Eli Lilly‘s Twitter page is based upon its CSR and has
Images  become a source for voicing and discussing the way it
Data  acts and intends to act in future events and campaigns.
visualisation 
Customisable 
reports



Posco
Posco distributes information on its social contributions
through its ‗TJ Park Foundation‘ page and Twitter.

The initial page provides an in-depth insight into the
Interactive and
company‘s ways of acting using CSR. It refers to ‗social
shareable content
contribution‘ as part of its effort.
Infographics 
The Twitter page is regularly updated so that its followers
Video content 
can collectively engage and find out more about Posco‘s
Images  CSR activities.
Data 
This allows interaction and provokes discussions
visualisation
 regarding Posco‘s actions. It also makes it easier for the
Customisable  followers to access information through tweets containing
reports direct links to the correct webpages.





Nova Nordisk
Novo Nordisk is active with some of the most popular
social sites. It interacts using Twitter, Facebook and
YouTube.

Interactive and Novo Nordisk uses Twitter as the official Novo Nordisk
shareable content voice, tweeting about corporate sustainability and social
responsibility.
Infographics 
Video content The Twitter feed is used as a platform for discussion and

gives direct links for followers so they can access the
Images 
information about the company‘s activities.
Data 
visualisation 
Customisable 
reports



Reckitt Benckiser
Reckitt Benckiser has many different channels of
social interaction; not only does it have a specific
blog, but it also has active accounts on Twitter,
Facebook and YouTube.

Interactive and Reckitt Benckiser blog, ‗My RB Opportunity Blog‘, has
shareable content dedicated posts on CSR and the actions it takes to ensure

Infographics it remains a socially and environmentally friendly

company.
Images  The blog is a useful in providing people with information
on what Reckitt Benckiser does as part of its CSR. The
Data 
blog also forms a base where on-going progress or
visualisation 
actions can be updated and followed step by step.
Customisable 
reports

 | 45



Monsanto
Monsanto interacts with its audience through videos on
YouTube and podcasts. These are based on corporate
speeches and presentations. It also has a microsite,
‗Our Commitments‘.

Monsanto uses videos and podcasts as a platform to
show its audience speeches and presentations regarding
Interactive and
its efforts for improving farming.
shareable content
Some of the content includes interviews and guest
Infographics speakers, which are the supported farmers themselves.

Video content This is visual evidence of part of Monsanto‘s

‗commitment‘ pledge, which is to consider farming
Images  families when making changes.
Data  Monsanto also link to their microsite, giving in-depth
visualisation
 analysis on the CSR it incorporate into its organisation.
Customisable

reports

Sony
Sony has a detailed microsite on its CSR, much of its
activities are promoted through the site with a strong
use of images and video content and guest posts on
activities.

The site looks at the different projects, which it has
Interactive and
developed as part of Sony‘s CSR. Different Sony
shareable content employees who have been involved in projects write this
Infographics  information.
Video content  The use of the images, which included the employees in
Images  action during the projects, gives visual understanding of
 its efforts.
Data
visualisation  RSS feeds are optional for news releases and highlights
strong online engagement between Sony and its
Customisable 
reports stakeholders.



Vivendi
Vivendi is active on YouTube and Twitter, and also has
created the ‗Vivendi Joy Fund‘ to oversee CSR
activities.

Interactive and Vivendi‘s CSR program ‗The Vivendi Joy Fund‘ uses its
shareable content microsite to tell stakeholders of the different development
and contributions to the society and environment.
Infographics

Video content The Vivendi Joy Fund supports NGO projects in several

regions: USA, Great Britain, France and Africa in Morocco,
Images 
Burkina Faso and Mali.
Data 
visualisation Each region has its own section, which is filled with

Customisable images, introductions and reviews on what Vivendi have

reports done.

Maersk
Maersk uses its sustainability microsite to provide

information on its CSR operations and attitudes.

The CSR section details the different aspects of Maersk‘s
Interactive and
CSR involvement and how it uses it in business.
shareable content

Infographics It also involves reviews on each area that it has focused

on and what has been implemented in each area to
involving ensure maximum levels of CSR are being
Images  achieved.
Data 
Attached to these sections of the microsite are reports
visualisation 
and ‗read more‘ sections, which give further detail.
Customisable 
reports




Vinci
Vinci uses a microsite to show its stakeholders the CSR
initiatives, which it has implemented into its company.
They use video and photos as a way of allowing audiences
to be part of their work.

Interactive and
shareable content
Vinci interacts with its stakeholders on CSR campaigns
Infographics  through the use of videos, photos, reviews and reports.
Video content  These are primarily linked through the microsite ‗The
Images  VINCI Foundation‘. This site allows its audience to be
Data  more informed the CSR it has implemented.
visualisation
 The updates using video and photo are good for providing
Customisable  visual evidence to support its pledges.
reports

FedEx
FedEx uses its blog to keep its audience to keep up-to-
date with the latest news about the company. Video and
photo content is also prominent and used as part of its
social interaction.

FedEx‘s blog ‗The Blog‘ explores and allows viewers to
Interactive and follow vital events and projects, which take place within its
shareable content business.

Infographics  The majority of content focuses on CSR using
Video content  ‗Community Involvement‘ and ‗Earth Smart‘ sections.

Images  The blog includes company information, including
Data  employee and guest posts. Events and activities are
visualisation  updated and reviewed by those at FedEx who participate.
Customisable Video and images are used, to give readers a visual idea

reports of the company‘s progressive efforts.





Standard Bank
Standard Bank is socially interactive with Facebook,
Twitter, YouTube and a team blog. It also uses video and
images on the blog, which creates visual interaction

Interactive and The Standard Bank blog is a platform for updates and

shareable content news for its stakeholders with a wide range of topics.
However, it uses it to discuss and inform people of the
Infographics 
CSR actions in place and their intentions.
Video content 
The Standard Bank team updates the posts on a regular
Images 
basis.
Data 
visualisation They use social networking as another form of interaction;

this also creates discussion and shows their interest in
Customisable 
reports involving and listening to their stakeholders.

ICICI Bank
The bank socially interacts with its stakeholders, through
accounts on Twitter, YouTube, and Facebook. It also has a
microsite on its CSR involvements, which include the use

of video, images and reports.

Interactive and ICICI Foundation for Inclusive Growth (ICICI Foundation)

shareable content microsite explains its intentions to help low income Indian
households.
Infographics 
Video content Its social interaction allows others to see the work and

progression on the foundation and understand why ICICI is
Images  implementing this. Twitter, Facebook and YouTube allow
Data  people to keep informed and follow steps the foundation takes.
visualisation
 ICICI also includes publications and images, so that others are
Customisable  involved in part of their journey as they aid low-income
reports
households across India.

Exxon Mobil
Exxon Mobil uses video, Twitter and blogging to voice its
views and interact with its stakeholders.

ExxonMobil's ‗Perspectives‘ blog is written and updated
Interactive and
by Ken Cohen, Exxon Mobil‘s vice president of public and
shareable content
governments affairs. The blog allows Ken to share news
Infographics  about Exxon Mobil‘s work around the world.
Video content 
It uses the official Twitter page to update people on the
Images 
latest news regarding Exxon Mobil‘s Perspectives.
Data 
visualisation There is also an option to follow its news and update

Customisable  through RSS, which helps provide maximum interaction.
reports

Wipro
Wipro has various projects in place to ensure CSR is core
within the company. One of its initiatives is The Azim
Premji Foundation set up by Azim Premji the Chairman of
Wipro. Wipro is also an active user on Facebook.

Interactive and The Azim Premji Foundation is core to Wipro‘s CSR
shareable content activity and remains its main focus to ensuring CSR is
Infographics  implemented within the company.

Video content  Wipro also uses Facebook to interact with its stakeholders
Images  and update them on the latest news.

Data  The foundation site is clearly linked on the main
visualisation  homepage of Wipro and consists of downloadable reports
Customisable  and images of the work it does regarding CSR.
reports

Global Social Media and CSR Report

Global Social Media and CSR Report

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (20)

Similar a Global Social Media and CSR Report

Similar a Global Social Media and CSR Report (20)

Último

Último (20)

Global Social Media and CSR Report