The landscape of digital is changing. Buyers want to know what brands are doing to improve the industry and planet and will base their purchasing decisions on this information. In this presentation, I showcased why digital marketers need to get on board with Corporate Social Responsibility, how it can impact revenue, customer loyalty and more, and how to create a digital CSR strategy.

1. #brightonSEO
@_RebekahConway_
How To Put Together A
Corporate Social
Responsibility Strategy
(And Why it Matters)
slideshare.net/RebekahDunne
@_RebekahConway_
Rebekah Conway
Boom Online Marketing

2. #brightonSEO
@_RebekahConway_

3. #brightonSEO
@_RebekahConway_

4. #brightonSEO
@_RebekahConway_

5. #brightonSEO
@_RebekahConway_

6. #brightonSEO
@_RebekahConway_

7. #brightonSEO
@_RebekahConway_
What Is Corporate
Social Responsibility?
(CSR)
} …But Look At This!

8. #brightonSEO
@_RebekahConway_
What Is CSR? (My Definition)
Valuable Good for its
customers
Good for the
planet

9. #brightonSEO
@_RebekahConway_
Is CSR a digital marketers problem?

10. #brightonSEO
@_RebekahConway_
Consumers are looking for information in
sustainability issues using:
35%
Search
Digital Marketers
realm
31%
Social
Digital Marketers
realm
29%
Print
NOT a Digital
Marketers realm

11. #brightonSEO
@_RebekahConway_
Consumers are looking for environmental
information on brands and products using:
41%
Social
34%
Print

12. #brightonSEO
@_RebekahConway_
Millennials are becoming increasing
sensitive to how their organizations
address issues such as income
inequality, hunger and the
environment.
“
”

13. #brightonSEO
@_RebekahConway_
“
”
88% of millennials believe that
employers [businesses] should
play a vital role in alleviating
these concerns.

14. #brightonSEO
@_RebekahConway_
“
”
86% of millennials think
companies should be
measured by more than just
financial performance.

15. #brightonSEO
@_RebekahConway_
“
”
56% of Gen-Z are willing to pay
more for brands that try to
have a positive impact on
society.

16. #brightonSEO
@_RebekahConway_
“
”
53% of Gen-Z are willing to pay
more for brands run their
business in a sustainable way.

17. #brightonSEO
@_RebekahConway_
100%
CSR is
a digital marketer’s problem

18. #brightonSEO
@_RebekahConway_
So…
How to get started
with crafting a
CSR strategy?
I’LL SHOW YOU…

19. #brightonSEO
@_RebekahConway_
Step One:
Research

20. #brightonSEO
@_RebekahConway_
Access current CSR activities
your client/brand is doing
We carried out a quick ‘content audit’ to find
historic blog posts that relate to potential CSR
goals and we found…

21. #brightonSEO
@_RebekahConway_
Manufacturing Growth Programme: a visit from Nicky Morgan, MP We are
Officially an Excellent Manufacturer The Great Charity Bake Off Where’s it Bin?
Cleaning for a cause this August Proud Sponsors of Rainbows Our Team is
taking part in “The Suffering” Loughborough College Enterprise &
Apprenticeship Careers Event £5K Raised for Rainbows We are taking part in
Nottingham’s Survival of the Fittest Snowdon – We Did it! Stepping Out To
Support Our Local Charity: Are You Ready to Walk the Walk?! Custom Metal
Pallets Improve Production and Sustainability We Helped Loughborough RFC
Raise £5k for its Junior Section Health & Safety Week We are Environmentally
Friendly Climbing the Career Ladder Let’s Have a Look-See: Supporting
TwentyTwenty Self-awareness at work We’re Supporting Year of Engineering!
Walking the Walk… For Rainbows

22. #brightonSEO
@_RebekahConway_
21 blog posts that align with the
following SDGs:

23. #brightonSEO
@_RebekahConway_
Research industry trends
and happenings
Think of this as competitor research:

27. #brightonSEO
@_RebekahConway_
Your CSR strategy should have a
direct impact on the business.
Align it with
business priorities

28. #brightonSEO
@_RebekahConway_
Align it with
business priorities
What is the business mission statement
and values? Do any of these align
with the SDGs?

29. #brightonSEO
@_RebekahConway_

30. #brightonSEO
@_RebekahConway_
Get insight from employees
Carry out
a survey
(or supply a template
if you’re agency side).
Host focus
groups
Arrange
1-to-1
interviews

31. #brightonSEO
@_RebekahConway_
Results
✔ You’ll know what you’re already
doing well and scale up
✔ You’ll know what
employees care about
✔ You’ll know what
competitors are doing

32. #brightonSEO
@_RebekahConway_
Using your SEO skills, you can use
all this to create a CSR strategy
that aligns with the brand but is
competitive enough that you
stand out.

33. #brightonSEO
@_RebekahConway_
Step Two:
Goals

34. #brightonSEO
@_RebekahConway_
Short term AND long term goals
Just like you would for any other digital
marketing campaign – develop short and
long term CSR goals and set time-frames to
achieve them by.

35. #brightonSEO
@_RebekahConway_
John Hammonds Short term
AND long term CSR goals
His CSR goal could have been:

36. #brightonSEO
@_RebekahConway_
✔ Make it free so everyone can access an
immersive and educational
experience
✔ Make some money
✔ Be hailed a genius!
John Hammond’s
Long Term Goals

37. #brightonSEO
@_RebekahConway_
✔ Convincing Ellie Sattler, Alan Grant,
Ian Malcolm and Donald Gennaro to
back his park.
✔ Carry out a trial run to teeth
out any issues.
✔ Find a way to contain the dinos.
John Hammond’s
Short Term Goals

38. #brightonSEO
@_RebekahConway_
✔ You’ll know what you want to
achieve in the short term
✔ You’ll know what you want to
achieve in the long term
Results

39. #brightonSEO
@_RebekahConway_
Step Three:
Metrics & Benchmarking

40. #brightonSEO
@_RebekahConway_
Metrics & Benchmarking:
How are you going to measure success?

41. #brightonSEO
@_RebekahConway_
Now
Our Roastery, opened in
2017, was the first roasting
facility to achieve the
BREEAM Outstanding
sustainability certification

42. #brightonSEO
@_RebekahConway_
Near
We’ll halve our emissions
per coffee serving by 2030
(from a 2019 baseline).

43. #brightonSEO
@_RebekahConway_
Next
Achieve Net Zero emissions
across scopes 1, 2 and 3 by
2040.

45. #brightonSEO
@_RebekahConway_
Results and Recommendations
✔ Benchmark against competitors.
✔ Use data and measurements that
will still be accessible in years time.
✔ Over a few years so that you can get
an idea of the journey you’ve been
on.

46. #brightonSEO
@_RebekahConway_
Decide how often is feasible to
report on progress
Budget Time Impact
This will be influenced by:

47. #brightonSEO
@_RebekahConway_
Step Four:
Marketing &
Strategy

48. #brightonSEO
@_RebekahConway_
YOU PATENTED IT,
PACKAGED IT &
SLAPPED IT ON A
PLASTIC LUNCH BOX!

49. #brightonSEO
@_RebekahConway_
This is where you get to shine…

50. #brightonSEO
@_RebekahConway_
Choose your
platform
Decide your
format
Select a
timeframe

51. #brightonSEO
@_RebekahConway_

52. #brightonSEO
@_RebekahConway_
Step One: Research

53. #brightonSEO
@_RebekahConway_
Step One: Research
Brand is incredibly
new, so there is
nothing online yet
that we can utilise
CODENAME: NUBLAR

54. #brightonSEO
@_RebekahConway_
Step One: Research
Main
competitor:
The world’s largest
conservation centre.
Already do a lot of
conservation and
sustainability projects

55. #brightonSEO
@_RebekahConway_
Step Two: Goals

56. #brightonSEO
@_RebekahConway_
Ensuring that every child regardless of wealth can
enjoy an immersive and educational experience.
Learn new things about an extinct species.
Step Two: Goals

57. #brightonSEO
@_RebekahConway_
Create a resilient environment where nature can
flourish and every person can have easy access.
Step Two: Goals

58. #brightonSEO
@_RebekahConway_
Jurassic Park will be inclusive, safe,
resilient and sustainable.
Step Two: Goals

59. #brightonSEO
@_RebekahConway_
By bringing extinct species back to life,
we will ensure to maintain a positive and
highly effective ecosystem.
Step Two: Goals

60. #brightonSEO
@_RebekahConway_
✓ Be at the cutting edge of
scientific discovery.
✓ To keep everybody safe by having
full control over the dinosaurs
reproductive prospects.
✓ To create more dinosaurs
every year.

61. #brightonSEO
@_RebekahConway_
✓ To allow adults and children to
discover the fascinating lives
and habits of dinosaurs.
✓ To not limit access to only those
with power and money.

62. #brightonSEO
@_RebekahConway_
✓ Jurassic Park should be a place
of study as well as entertain.
✓ Access to palaeontologists will be
available all year round so that
the world can learn as much as
possible about the dinosaurs
being bred and the impact they
have on the ecosystem.
Jurassic Park should be a place of study as
well as entertain.
Access to palaeontologist’s will be available
all year round so that the world can learn as
much as possible about the dinosaurs being
bred and the impact they have on the
ecosystem.

63. #brightonSEO
@_RebekahConway_
“
”
A focus group raised ethical concerns, but
these can be excused as the welfare of the
animals is a top priority and the
advancement of science is something that
should not be limited.
We will, however, keep in mind this
question and time will showcase the
positive results of our work.

65. #brightonSEO
@_RebekahConway_
Step Three: Metrics & Benchmarking

66. #brightonSEO
@_RebekahConway_
Step Three: Metrics & Benchmarking
The Wilds opened in 1994 and today
is visited by 100,000 people per year.
In the first year of Jurassic Park
opening, we want to reach 10,000
• Year 2: 25,000
• Year 3: 50,000
• Year 4: 80,000
• Year 5: 110,000

67. #brightonSEO
@_RebekahConway_
Step Three: Metrics & Benchmarking
10,000 zoos
worldwide
Year 3: JP #1 park
in the US
Year 5: #1 in
the world

68. #brightonSEO
@_RebekahConway_
Step Three: Metrics & Benchmarking
● Measured via industry
standards:
○ Quality of animal care
○ Quality of exhibits
○ Organised zoo regions
○ Due to the nature of Jurassic
Park, we will NOT be measured
on animal encounters.

69. #brightonSEO
@_RebekahConway_
● With 15 different species of
dinosaur already born at
Jurassic Park, and 700 species
documented, we will increase
species diversity by 10 every
year until all known species are
walking the earth once again.
● Measured by yearly reports
from Dr Wu and predecessors
Step Three: Metrics & Benchmarking

70. #brightonSEO
@_RebekahConway_
Step Three: Marketing & Strategy

71. #brightonSEO
@_RebekahConway_
Park information, bookings,
educational hub, individual CSR page
that includes our yearly reporting.
Step Three: Marketing & Strategy

72. #brightonSEO
@_RebekahConway_
41% searchers use social media to research
sustainability issues
SM for other marketing campaigns.
LinkedIn to publish scholarly articles.
Step Three: Marketing & Strategy

73. #brightonSEO
@_RebekahConway_
Post our sustainability practices to GMB.
Yearly progress reports with
targeted PR budget.
Step Three: Marketing & Strategy

74. #brightonSEO
@_RebekahConway_