CSR Leadership World 2014 committee, Simba Events, concentrates to bring the whole system from global network to review and exam CSR issues with 360 angle to discover the earnest ways toward a sustainable economy future! 2014全球企业社会责任领袖峰会组委会-上海辛巴商务咨询有限公司，致力于打造一个整合全球CSR体系资源力量，用360度的全视角审视及检测当前及未来的CSR发展议题，共同找到通往可持续发展的商业未来的最佳路径！

1. Cause Marketing
Embed CSR into the Brand
RF’s Capability and Practice in CSR
罗德——引领企业社会责任研究与实践

2. Ruder Finn CSR Perspective
“Corporate Social Responsibility is no longer
about ‘responsibility’, but rather an essential
component to good business practice. It is not
just about doing good for the sake of doing
good, it’s about using core competencies to
create a movement, influence others to
improve their business practices and
inspire change.
Public relations is the channel that amplifies
this voice to which this change is created.
Kathy Bloomgarden
CEO, Ruder Finn

3. CSR In Trend
企业社会责任趋势解读

4. The New World for Business
Challenges Abound

5. Key Agenda of CSR
Related to Corporate Sustainability
CSR leans to a
corporate
development
strategy related to
sustainability.

6. Global trend: Maturing Concept of CSR
Philanthropy
Responsible citizen
with top-down
engagement
Sustainability and
Shared values
How one spend money How one make money

7. Socialized CSR
CSR1.0:
• Companies drive and participate
• CSR as an image building
approach
CSR 2.0:
• CSR engaged by companies
and their stakeholders
CSR 3.0:
• Concerned and participated
by all the general public.
CSRgoesSocializing

8. The way we see CSR
我们的企业社会责任洞察

9. Understanding Brand Strategy
Consumer
Perceptions
Brand Image
How the brand is
perceived
Understand
Image
Market
Position
Develop Identity
Marketing/
Communications
Company
Intentions
Brand Identity
How you want the
brand to be
perceived
A brand differentiates the services/products of a company from
competitors

10. Vision-Culture-Image (VCI) Model
Strong coherence is needed between:
• Strategic Vision - what the company’s
top management seek to accomplish
• Corporate Culture - what the
company’s employees know and
believe
• Corporate Image - how its external
stakeholders perceived the company

11. Why Pursue CSR
Trust
Practicing CSR builds
internal and external
confidence in a
company
Loyalty
People want to do business
with a company that gives
back
Integrity
By giving back, we’ll
all be gaining a piece
of a better future

12. Intrinsic Link Between Brand and CSR
CSR
Brand Message
the “feeling” a Brand gives
Quality
Emotional benefits
Values
Culture
Image
When choosing between two brands
of equal quality & price, social
purpose continues to rank as the
number one deciding factor for global
consumers

13. Clarify corporate position
Corporate image
research
Corporate branding
strategy development
Compelling brand
message
Internal alignment
Consistent visual identity
Guidelines, tools and
training for brand
consistency
Employee internalization
of
the brand
External brand campaign
Our purpose is to care and cure.
We provide medicines to treat and
prevent diseases, ease suffering and
improve quality of life.
Caring and Curing
Create a catchy
tag-line
Build convincing message
incorporative of company
mission and values
Case Study:
Compelling Brand Message

14. Human
Resources
Local Sales/
Comms teams
Management All Associates
Clarify corporate position
Corporate image
research
Corporate branding
strategy development
Compelling brand
message
Internal alignment
Consistent visual identity
Guidelines, tools and
training for brand
consistency
Employee internalization
of
the brand
External brand campaign Everyone within the company needs to
understand and believe in the same
identity
Case Study: Internal Alignment

15. Clarify corporate position
Corporate image
research
Corporate branding
strategy development
Compelling brand
message
Internal alignment
Consistent visual identity
Guidelines, tools and
training for brand
consistency
Employee
internalization of
the brand
External brand campaign
Transparency CollaborationAdoption
Necessary elements to
achieving success
Case Study: Employee Internalization

16. Engaged
Publics
Healthcare
Professionals
Policy
Makers
Future TalentInvestors
Clarify corporate position
Corporate image
research
Corporate branding
strategy development
Compelling brand
message
Internal alignment
Consistent visual identity
Guidelines, tools and
training for brand
consistency
Employee internalization
of
the brand
External brand
campaign
Case Study: External Brand Campaign

17. 17
 CSR audit
 Baseline CSR survey
 Non-financial risk
assessment
 Mapping, benchmark
and gap analysis
 Stakeholder
engagement
 Human rights due
diligence
 Policy development:
 Environmental policy
 Community
investment policy
 Supplier code of
conduct
 CSR KPIs and
monitoring system
 Advisory including:
 Senior management
engagement
 Staff training and
capacity building
 Roll out of policies
 Action plans
 Alignment with
international
standards
 Internal
 External
 Targeted
 Reporting and
disclosure
 Case studies
 Partnership
 Award Pitching
 KOL Endorsement
CSR is NOT Only Communications
Comprehensive CSR Mechanism
Strategy Implementation CommunicationsAssessment

18. 18

Step 1: Know Where We Are
Mapping, Benchmarking and Gap Analysis
 Indicators based on global standards
 Mapping of quantitative data
 Mapping of qualitative data
 Scoping
Assessment
Framework
 Based on publicly available data: corporate
websites, annual reports, CSR reports
 Capturing of leading CSR practice examples
 Internal surveys
Research
 Company scoring according to indicators
 Quantitative analysis of scores
 Qualitative analysis of scores
Company
Ranking
 Ranking of companies
 Identifiying strenths and weaknesses
 CSR strategy recommendations
Summary
Report
Healthcare CSR
2014

19. 19
Step 2: CSR Strategy Formulation
The process
Bench-
marking
Analysis
Report
CSR
Strategy
1st
Management
Team Meeting
Preliminary
CSR
Direction
Key Stakeholder
Communication
2nd
Management
Team Meeting
Feedback
Report

20. 20
A Healthy CSR Strategy
Key Considerations
Leverage what
you are good at
Reflect who
you are as a
brand
Help create a
favorable
business
environment.
Address issues
that resonate
with key
stakeholders of
the company
 Integrate CSR
communication
platform in your
corporate
communication
Proactively implement
social responsibilities by
leveraging core
competitiveness and
resources
Through CSR
initiatives, establish a
favorable brand
perception among
stakeholders,
generating business
opportunities
 Engage all
stakeholders,
especially employees
to participation in CSR
programs.
Recycling/Environment
Access to medicines
Examples:

21. 21
From Traditional CSR to Inclusive Business

22. 22
Step 3: Project Development and
Implementation
Assessment Planning Execution Evaluation
 CSR Strategy
 Business
strategy
 Hot social
issues
 Specific
 Measurable
 Agreed Upon
 Realistic
 Time-Framed
 Team building
 Effective
communication
 Timely debrief
and analysis
report
 Feedbacks from
stakeholders
 Evaluation and
improvement

23. 23
Michelin and Challenge Bibendum
• Challenge Bibendum is an international event held annually, designed to
provide a real world competition of advanced technology vehicles, providing
vehicle performance measures: Energy efficiency, noise, acceleration,
handling
• Challenge Bibendum brings together partners in the automotive industry:
• Automobile Manufacturers
• Technology Developers
• Energy Suppliers
• The global automotive community is heavily involved:
• International media
• Universities
• Government organizations
• Non-government organizations
• An annual event, and come to China twice already
• Ruder Finn is the communications partner for Challenge Bibendum, responsible
for government relations, NGO relations and global media outreach

24. 24
Citigroup and Micro-Finance
 Seed-funded or scaled up over 20 MFIs to benefit 1 million families in India alone
 Increased number of borrowers in Southeast Asia by 160,000 during Asian financial crisis
 $1.3 million for 66,000 women in western & central China
 Provided training to 75 Philippine MFI staff for success transfer
 Rewarded & recognised top Philippine Micro-Entrepreneurs through awards programme
 RF has provided support to Citigroup through media relations (China), development of Best
Practice Case Studies and concept development for new initiatives

25. 25
CommunicateCommunicate
Continuous
Improvement
Assessment
Development
Reporting StrategyReview and
Assurance
 Position CSR in organisation
context
 Comprehensive assessment of
strategies
 Identify emerging issues, risks,
opportunities and regulatory
requirements
 Determine frequency, scope
and style
 Identify target
audience/stakeholders
 External guidelines/codes of
conduct
 Develop best practice
reporting model
 Stakeholder dialogue
programme
 Draft effective reports
 Advise on performance
indicators
 International standards
reporting systems
 Transparency issues and risks
 Transparent information
systems
 Develop benchmarking tools
 Data assurance systems (inc
3rd party)
 Link performance with
stakeholder relations and
communications
 Ongoing feedback
 Train internal reporting
teams
 Integrate global best
practice and emerging
standards
Step 4: CSR reporting and communications

26. Thank You