The Global Social Media and CSR Report 2011

Wolfstar Consultancy

The Global Social Media and CSR Report

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The Global Social Media and CSR Report

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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.
Many large companies have already embraced blogs, Twitter, Facebook and YouTube to start incorporating them into their brand marketing activity. There have been countless reports and research papers examining how social media is used to support marketing communications, but there have been far fewer that look at how it is used to support corporate communications and corporate social responsibility activities. This research is intended to address that imbalance and look specifically at how FTSE Global 500 companies are using social media and social networks to support their corporate social responsibility activity. The research programme is being supported by the United Nations Office for Partnerships which serves as a gateway for collaboration between the private sector and foundations and promotes partnerships and alliances in furtherance of the Millennium Development Goals. Citizens of the world are already using social media and social networks to talk about what matters most to them
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including environmental sustainability, poverty, hunger, education and equality. The goal of CSR is for companies to ensure that their actions result in a positive impact on the wider community and environment in which they operate. Social media and social networks provide a means for companies to engage in genuine dialogue with stakeholders. It provides a way of listening to and understanding stakeholders enabling companies to develop CSR strategies that reflect the actual views and desires of stakeholders.

Methodology
The research examined how companies in the FTSE Global 500 2010 used social media and social networks to support their corporate social responsibility (CSR) activity. It was undertaken between September 2010 and May 2011 and analysed the visible online social web activity of all 500 companies. It looked only at what could easily be found by the average internet user searching the internet using popular search engines, social media and social network sites. Published at the Global Social Media and CSR Forum with the UN Office for Partnerships. The preliminary phases of the research were undertaken in partnership with the Centre for Public Relations Studies within Leeds Business School at Leeds Metropolitan University. The research and analysis was conducted by researchers and corporate communications consultants at Wolfstar Consultancy.
The Global Social Media and CSR Report

Social media has numerous definitions therefore the research looked to see if companies were using any of the following platforms: blogs, Twitter, YouTube, Facebook, podcasts, other video and RSS. It then analysed the most frequently used platforms as well as the most active countries, regions and industry sectors. The most active companies that were using several platforms were then analysed and profiled in greater detail. The report is not intended to rank the companies or identify any correlation between how well companies perform in CSR and how well they utilise social media.

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The FTSE 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 FTSE Global 500 were using some social techniques in isolation.

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107 102

56

44 40

22

7

Podcasts

Blog

Youtube

Facebook

Twitter

Embedded video

RSS

Platforms Platforms
The Global Social Media and CSR Report

Approximately 60% of the companies were using some form of social activity within their online CSR strategy; the most popular being RSS feeds (107 companies) and embedded video (102 companies), yet much of this was done in isolation with seemingly no real strategy or objectives.

The FTSE Global 500 social presences were made up of: YouTube channel (40 companies), Twitter (56 companies), Facebook (44 companies) and a blog (22 companies). Though Twitter was the most popular social channel to be used by the 500, still only a tenth of companies had presences.

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1% 3% 16% 2% Africa Asia 43% Australia Europe North America South America 35%

Social continents

1% 4% 26% 38% 2% Africa Asia Australia Europe North America 29%

Continents

South America

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

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Chile, 0% Australia, 2% Brazil, 3% Canada, 4% China, 1% Denmark, 1% Finland, 1% Argentina, 0%

France, 7%

US, 39% Germany, 6% Hong Kong , 2% India, 2% Indonesia, 1% Italy , 3% Ireland, 1%

Japan , 8%

UK, 9%

Malaysia, 1% Netherlands, 2%

UAE, 1% Thailand, 1% Switzerland, 2% Spain, 2% Sweden , 2%

Norway, 1% Russia , 1%

South Africa, 1% South Korea, 1%

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

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Tobacco, 1% Travel & Leisure, 2%

Sectors

Support services, 1% Software and computer services, 4% Real estate investment trusts, 1% Pharmaceuticals & biotechnology, 6% Personal goods, 2% Oil equipment & services, 1%

Technology, hardware & equipment, 5%

Aerospace & defence, 2% Automobiles & parts, 2%

Banks, 12% Beverages, 3% Chemicals, 3% Construction & materials, 2% Electricity, 4% Electronic & electrial material, 2% Financial services, 2% Fixed Line telecommunicatons, 4% Food & drug retailers, 1% Food producers, 3% Gas, water & multiutilities, 3% General industrials, 3% Health care equipment & services, 2%

Oil & gas producers, 11%

Nonlife insurance, 2% Mobile telecommunications, 2% Mining, 2% Media, 3%

Life insurance, 4% Leisure goods, 1% Industrial transportation, 3%

Industrial metals & mining, 2%

General retailers, 4%

Household goods & home construction, 3% Industrial engineering, 1%

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Active companies
Wolfstar Consultancy has identified 46 companies that appear to be using social media to both communicate and support their corporate social responsibility activity.

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36

37

28

22 19 20

3

Podcasts

Facebook

Blog

Youtube

Twitter

RSS

Embedded Video

Platforms Platforms
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The social platforms and techniques used most frequently are RSS and embedded video, which are both used almost ubiquitously across the 46. Noticeably, a higher proportion of the companies are using embedded video, rather than YouTube; this is interesting as YouTube videos are embeddable and a channel can

provide cohesion as a video archive. In terms of presences on social networks, 28 of the 46 are using Twitter with 22 having YouTube channels, 19 on Facebook and 20 with blogs. The number of companies using podcasts is significantly lower, with only three making use of the medium.
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1%

1% 4% Africa Asia Europe North America 20% South America

20%

Social continents

1% 2% 4%

Brazil Denmark France Germany

20%

5%

India Japan South Africa

2% 1%

South Korea Spain Switzerland UK US

Social countries

2% 5% 2%

1% 1%

Regions and countries Platforms
Of the 46 companies, 44% are based in the United States, followed by Germany (11%), the UK (11%), France (9%) and Denmark (5%). However taken as a whole Europe accounts for slight more of the active companies than North America (43%). This is despite the fact that North America (38%) has more FTSE500 companies overall than Europe (29%) does. There are few companies from South America and Africa (4% total), and 9% of the companies in the list accounted for are Asian.

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Technology hardware Travel and leisure , 2% and equipment, 7%

Banks, 15% Beverages, 2% Chemicals, 2% Construction & materials, 2% Fixed line telecommunications, 4% Food producers, 4%

Software and computer services, 9%

Pharmaceuticals & biotechnology, 15%

Gas, water & multiutilities, 7% Oil equipment & services, 2% Oil & gas producers, 2% Nonlife insurance, 2% Media, 2% Life insurance, 2% Industrial transportation, 4% Household goods & home construction, 2% Industrial metals and mining, 2% General retailers, 7% General industrials, 2%

Leisure Goods, 2%

Sectors
The most active sectors comprise ‘banks’ and ‘pharmaceuticals and biotechnology’ (15% each). They are followed by ‘software and computer services’ (9%) and ‘technology, hardware and equipment’, ‘general retailers’ and ‘gas, water and multiutilities’ (7% each). Interestingly ‘oil and gas producers’ represent 9% of the companies within the FTSE Global 500, the
The Global Social Media and CSR Report

second highest sector, yet they only represent 2% of the most social companies. Other low sectors within the list include ‘travel and leisure’, ‘beverages’, ‘chemicals’, ‘construction and materials’, ‘general industrials’, ‘household goods and home construction’, ‘industrial metals and mining’, ‘leisure goods’, ‘life insurance’, ‘media’, ‘nonlife insurance’, ‘oil equipment and services’ (2% each).
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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 have a presence in this space, then this is particularly advantageous in terms of credibility when dealing with these situations. Although the majority of large companies are failing to fully harness social media, global special interest groups and nongovernmental organisations have, and continue to make an innovative use of social media in their communication and campaign strategies.

Greenpeace | Nestle palm oil campaign
Greenpeace launched an activist campaign to persuade Nestle to discontinue its relationship with the Sinar Mas Group, because of its invasion of rainforests and orangutan habitats. The campaign started with a YouTube video, spoofing the Kit-Kat ‘Take a Break’ adverts, whereby an office worker 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
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shared it through Twitter and other social channels. Viewers and users threatened to boycott Nestle and began to attack them for a lack of environmental ethics. Nestle soon released a statement stating their concern around the devastation of rainforests and committed to using certified sustainable palm oil by 2015.

Oxfam | social media for social good
Oxfam has not only taken social media to the heart of its communications strategy, 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, 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 share, but still with a relevant and important message. Oxfam’s most successful viral video campaign was entitled ‘Grooveyourbump’. The video featured both professional dancers and pregnant women dancing on featuring a personality from its media team describing the event and asking for donations. The video was supported on Twitter and other social channels, and was eventually picked up on YouTube’s homepage, where it eventually received around 700,000 views. Oxfam claim that it generated a ‘trackable’ £30,000 in donations, with yet more unaccounted for. London’s Southbank. The video was designed to raise awareness that every day 1,400 women die in childbirth around the world and had 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. 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.

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

1) Understand and shrink the online space – Many companies are afraid to engage in social media and social networks at a corporate level because it appears to be too large and confusing. The first step is to start understanding the space by auditing it to find out the blogs, media, forums, networks and individuals that are most relevant to you. Conversations should be analysed to identify topics and themes that have relevance – for learning, engaging or identifying potential crisies and issues. Once the initial audit has been completed it is possible to continue monitoring the space using a combination of paid and free online tools.

2) Set objectives and goals – Once you understand the space it becomes possible to set specific communication objectives that will support business objectives and can be properly resourced, measured and evaluated.

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3) Incorporate social media into your corporate communications strategy – Now that you understand the space and have defined your objectives it is possible to start identifying actual tactics that can be delivered and implemented. Too many companies make the mistake of starting with the deliverable and decide to create a Facebook page, set-up a Twitter account or start a blog without any clear objective or plans for how it will be sustained and developed. 4) Get board level buy-in – This varies from company to company, but in many large companies it is difficult to get board level buy-in until you’ve evidenced that there is something worth buying into. That is why it is a good approach to complete the first three preparation stages first. 5) Secure adequate resources – The 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.

6) 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.

7) 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 activity is that there is lots that can be measured (visits, followers, fans etc), but it is more important to evaluate how effective it is in contributing to achieving overall communications and business objectives.

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

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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 Infographics Video content Images Data visualisation Customisable reports

Microsoft communicates the majority of its CSR work through the ‘Unlimited Potential’ blog. Two subjects dominate the posts: stories around Microsoft’s CSR work and initiatives around the world and how technology can benefit the environment and society. The content includes guest posts from people working on the initiatives and imagery is used to showcase the work and the personalities undertaking it. Engagement on the blog is relatively high and with many of the posts stimulating debate and discussion.

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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.

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Walmart’s ‘Give Back’ blog contains content from six authors; all who have their own profile on the site and write about specific issues. Much of the blog content is centred on tackling hunger and poverty in the US. Specific campaigns it supports include ‘Feeding America’, ‘Meals on Wheels’ and ‘The Campus Kitchen Project’. Video content often accompanies the stories around the campaigns. Engagement is medium, with many of the comments thanking and congratulating Walmart for their efforts.
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The Global Social Media and CSR Report

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

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

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Nestlé focuses around the ‘Creating Shared Value’ campaign, and produces a lot of content for it. This includes a cash prize for an individual, NGO or small business making an effort to help their community. The site also includes an interactive map with a range of case studies of those helped by Nestlé’s CSR efforts. Though there is no option to comment directly on the site, its Twitter and Facebook are frequent updated and allow users to engage and debate issues, such as palm oil.

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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.

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Johnson & Johnson’s PDF downloads from the main site highlight its CSR plans and display the results in infographic form. The ‘J&J BTW’ blog has a more casual approach, giving Johnson & Johnson a personable voice and discuss issues or criticisms of the company, as well as allowing readers to comment. Both the blog and main site link to social channels, including YouTube, Facebook and Twitter, which are regularly updated.

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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.

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The IBM CSR report is packed with infographics and interesting data visualisation viewed using a slide bar of images. There is also an interactive map for global citizenship. The ‘Smarter Planet’ blog discusses how technology affects the future of the world and the people in it. There are Twitter and Facebook accounts linked with the blog, which are updated regularly with discussion, image and videos. Fans of the blog interact more with the social channels than with the blog itself.

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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’.

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Wells Fargo’s site discusses several of its commitments, including building housing, providing grants for communities and improving the environment. Results of these campaigns are also supplied. The blog allows users to give feedback and debate issues with members of the Wells Fargo company. The blog mainly discusses ways in which Wells Fargo is improving the environmental impact of the company, as well as highlighting ways individuals can improve their carbon footprint. The blog features videos, image and polls to get 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.

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The main site provides a range of channels for users to engage with and share content. These focus around providing information on technological advances and about Cisco. The blog has embedded several social apps, such as a way to see how many views each post has (one with over 45,000) and share buttons for Facebook and Twitter with a tally of how many times each post has been shared. The blog has several authors, and the topics discussed range from news about Cisco’s CSR commitments to advice about technology.
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The Global Social Media and CSR Report

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.

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

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

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

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

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

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

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

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Telefonica’s CSR site is a separate site from the main site, allowing it to focus directly on its campaigns, results and provide a wealth of content and sustainability. This includes information on Telefonica’s drive towards sustainability, their culture of responsibility, environmental and climate change issues, social innovation and transparency. The blog is another separate site, providing up to date news, images and videos, along with feeds from its Twitter and Facebook streams as well as a calendar with upcoming events. The blog promotes social innovation, children and 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.

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GlaxoSmithKline’s CSR section of the site provides an indepth look at each section covered in the report, with options to download specific sections or the full document. The ‘More then Medicine’ blog gives GlaxoSmithKline chance to demonstrate their CSR commitments, such as training medical staff in developing countries and providing a ‘smile’ for babies born with cleft lip palates. The posts are promoted on the GlaxoSmithKline Twitter and Facebook streams.
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The Global Social Media and CSR Report

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

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Sanofi’s CSR activities focus around three campaigns; the fight against malaria, the value of vaccines and diabetes. Each campaign has a section on the site, providing insight into what Sanofi is doing to help and promote the causes with accompanying videos, interviews and case studies. The ethics and responsibility section of the site discuss the campaigns around access to medicines, sustainability and social responsibility. Sanofi also has the Sanofi Espoir Foundation, aiming to reduce world health inequalities.

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

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The philanthropy section on the main site includes a film and presentation around the efforts of the BNP Paribas Foundation, which aims to support research projects in the medical and environmental field and support the arts. The blog, ‘Committed for a Changing World’, discusses issues such as culture, diversity, education, environment, health and sustainable finance. The blog is updated by a range of team members and the posts are promoted through the social media channels. The blog invites readers to get involved, either in discussions, feedback or as a contributor.
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The Global Social Media and CSR Report

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

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Verizon’s corporate responsibility site section demonstrates the actions being taken in recent campaigns, including donating handsets to domestic violence victims, investing in education, helping to make the internet a safer place and reducing its carbon footprint. Verizon also has a separate responsibility blog, which is written by high-ranking members of the Corporate Responsibility team and Verizon Foundation. The blog 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.

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The Schlumberger main site highlights its CSR efforts in climate change, environment, driving safety, malaria prevention, HIV/AIDS and education. The malaria action includes equipping employees in risk countries with prevention programs and kits. The education efforts include the SEED blog. SEED is a volunteer-based education programme to educate underserved communities, which allows members to blog and participate in forums, as well as meet students and teachers, join collaborative projects and view online education resources.

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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.

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E.ON explain its CSR objectives on its main site, which includes supporting schools and communities, environment, government policy, history, procurement and technology. There are also CSR podcasts. E.ON also has the ‘Talking Energy’ site, which allows user to log in and give their feedback and debate issues. The topics with the most mentions are also displayed live on the homepage. The site makes use of video and polls, as well as tracking E.ONs responsibilities and responsibilities.

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.

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The McDonald’s CSR report discusses their goals for nutrition and wellbeing, supply chain sustainability, environmental responsibility, employee experience, community and GRI index. It also highlights the 20112013 goals (which are displayed as progress bars in the full report) and shows its process from ‘farm to front counter’. Its blog, ‘Open to Discussion’ is written by the vice president and other employees at the company, who give personal perspective on issues, challenges and engage in dialogue with their audience.

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

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AstraZeneca outlines its community support on its main site, which is divided into charitable donations and employee volunteering. The charitable donations area allows NPOs and charities local to AstraZeneca’s key sites to apply for support in promoting health care in the local community and promoting science education and skills. Employees are also encouraged to volunteer in their communities and their stories are shared in the ‘AZHealthConnections’ blog. The blog also provides videos in which professionals give advice on a range of healthcare 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.

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SAP supports several programs as part of its CSR campaign, including scholarship, partnership, community involvement, university alliances and matching gift programs. SAP also has a ‘Community Network’, which allows users to build networks and gain insight and information from experts, as well read the SAP blog, articles and podcasts, create their own blog, contribute in forums, access the eLearning and downloads section and view career advice and upcoming events.

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

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

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.

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Bradesco has a specific page on its website, which is based on their CSR. The social- environmental responsibility outlines its strategies and reviews its sustainable finance, responsible management and social-environmental investments. The podcasts allow audiences to learn about what it is doing as part of its CSR.

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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.

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Bayer has a Facebook fan page for its sustainability actions. The page gives people the details of each step it take to being sustainable and how they incorporate CSR in the everyday running of the organisation. The ‘Bayer Climate Program’ is linked directly through the Facebook page and contains updated news, links and reports on its CSR efforts.

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.

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Home Depot uses Facebook and Twitter as a regular way of communicating its on-going CSR behaviour and actions. It has an extremely social presence, which displays its progress and attitude surrounding CSR. It currently has an on-going site dedicated to ‘The Home Depot Foundation’, giving knowledge to audiences about its initiatives. Its content includes new and on-going work to benefit disadvantaged families at their homes as part of its CSR.

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

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BBVA engages with its audiences using its YouTube channel. Its Twitter allows audiences to follow and hear the latest news. BBVA also provides a large amount of information based on its CSR on a separate page linked through its homepage. This allows reports to be downloaded and transparently lists information about its CSR policies, intentions and actions.

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RWE
RWE uses Facebook and Twitter as forms of social interaction to allow its CSR content to be shared online.

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REW uses Facebook and Twitter to allow its webpage content regarding CSR to be shared. This helps gain interaction from its readers and interest groups. The ‘Responsibility’ page directly links to the different reports, figures and graphs, which summarise its efforts to being a responsible corporation. The page gives a direct contact email for the head of corporate responsibility.

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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.

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Its blog, ‘Lilly Pad’, uses a link to directly contact people with its Twitter. This allows the latest post to be easily accessed, shared and replied to. Eli Lilly’s Twitter page is based upon its CSR and has become a source for voicing and discussing the way it acts and intends to act in future events and campaigns.

Posco

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Posco distributes information on its social contributions through its ‘TJ Park Foundation’ page and Twitter.

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

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

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Novo Nordisk uses Twitter as the official Novo Nordisk voice, tweeting about corporate sustainability and social responsibility. The Twitter feed is used as a platform for discussion and gives direct links for followers so they can access the information about the company’s activities.

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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.

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Reckitt Benckiser blog, ‘My RB Opportunity Blog’, has dedicated posts on CSR and the actions it takes to ensure it remains a socially and environmentally friendly company. The blog is a useful in providing people with information on what Reckitt Benckiser does as part of its CSR. The blog also forms a base where on-going progress or actions can be updated and followed step by step.

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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’.

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

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.

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The site looks at the different projects, which it has developed as part of Sony’s CSR. Different Sony employees who have been involved in projects write this information. The use of the images, which included the employees in action during the projects, gives visual understanding of its efforts. RSS feeds are optional for news releases and highlights strong online engagement between Sony and its stakeholders.
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Vivendi
Vivendi is active on YouTube and Twitter, and also has created the ‘Vivendi Joy Fund’ to oversee CSR activities.

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Vivendi’s CSR program ‘The Vivendi Joy Fund’ uses its microsite to tell stakeholders of the different development and contributions to the society and environment. The Vivendi Joy Fund supports NGO projects in several regions: USA, Great Britain, France and Africa in Morocco, Burkina Faso and Mali. Each region has its own section, which is filled with images, introductions and reviews on what Vivendi have done.

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Maersk
Maersk uses its sustainability microsite to provide information on its CSR operations and attitudes.

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The CSR section details the different aspects of Maersk’s CSR involvement and how it uses it in business. 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 achieved. Attached to these sections of the microsite are reports and ‘read more’ sections, which give further detail.

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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.
Vinci interacts with its stakeholders on CSR campaigns through the use of videos, photos, reviews and reports. These are primarily linked through the microsite ‘The VINCI Foundation’. This site allows its audience to be more informed the CSR it has implemented. The updates using video and photo are good for providing visual evidence to support its pledges.

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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.

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FedEx’s blog ‘The Blog’ explores and allows viewers to follow vital events and projects, which take place within its business. The majority of content focuses on CSR using ‘Community Involvement’ and ‘Earth Smart’ sections. The blog includes company information, including employee and guest posts. Events and activities are updated and reviewed by those at FedEx who participate. Video and images are used, to give readers a visual idea of the company’s progressive efforts.

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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

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The Standard Bank blog is a platform for updates and news for its stakeholders with a wide range of topics. However, it uses it to discuss and inform people of the CSR actions in place and their intentions. The Standard Bank team updates the posts on a regular basis. They use social networking as another form of interaction; this also creates discussion and shows their interest in 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.

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ICICI Foundation for Inclusive Growth (ICICI Foundation) microsite explains its intentions to help low income Indian households. Its social interaction allows others to see the work and progression on the foundation and understand why ICICI is implementing this. Twitter, Facebook and YouTube allow people to keep informed and follow steps the foundation takes. ICICI also includes publications and images, so that others are involved in part of their journey as they aid lowincome households across India.
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Exxon Mobil
Exxon Mobil uses video, Twitter and blogging to voice its views and interact with its stakeholders.

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ExxonMobil's ‘Perspectives’ blog is written and updated by Ken Cohen, Exxon Mobil’s vice president of public and governments affairs. The blog allows Ken to share news about Exxon Mobil’s work around the world. It uses the official Twitter page to update people on the latest news regarding Exxon Mobil’s Perspectives. There is also an option to follow its news and update through RSS, which helps provide maximum interaction.

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.

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The Azim Premji Foundation is core to Wipro’s CSR activity and remains its main focus to ensuring CSR is implemented within the company. Wipro also uses Facebook to interact with its stakeholders and update them on the latest news. The foundation site is clearly linked on the main homepage of Wipro and consists of downloadable reports and images of the work it does regarding CSR.

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Centrica
Centrica uses a wide range of interactive sources including Twitter, video, a blog, reports, web chats and case studies.

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Centrica’s responsibility section is a large part of its main site. The page indicates all aspects of its CSR involvement and uses different types of social interaction to provide stakeholders with information. The page also provides downloadable reports, carbon mapping, a corporate responsibility strategy pyramid and a data centre to show a breakdown of its CSR activities. The use of social interaction channels the vast majority of data into an accessible form. Centrica’s blog provides a personal insight into the company and its operations.

Applied Materials
Applied Materials actively uses Twitter, Facebook, video and blogging to inform people of its CSR activities.

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Applied Materials has a range of contributors who blog about CSR. The media relations team focus primarily on the social networking of the company and therefore ensure that CSR is visible through different social interaction accounts. The Applied Materials blog is dedicated to a global discussion about the ideas, actions and products changing the world as we know it. It is also used to provide a platform for discussion on the importance of implanting CSR and giving details of what the company does.

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Staples Inc
Staples uses Facebook and a blog to discuss its CSR activities. These contribute largely to the main site and consist of customisable reports and images of its different activities.

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‘Staples Soul’ is the blog where the majority of CSR information is found. The blog is details the efforts and contributions made to support communities and is updated regularly with news and updates. Facebook forms a platform for discussion and allows Staples to provide information on a continuous basis to its growing Facebook audience.

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Aviva
Aviva’s clear website gives a large amount of information on current campaigns and uses a range of channels to interact with its audience.

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Aviva’s CSR page discusses the approach and ethics behind the company as well as detailed descriptions and case studies to their effort to support individuals and communities, such as the ‘Streets to School’ campaign, which is active in several countries. There is also information about charity partnerships Aviva have attained. Aviva also have a team blog authored by the CSR Director, which documents events and campaign updates. The site also lists specific corporate responsibility contacts for those with queries or issues.

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About
Wolfstar Consultancy
Wolfstar Consultancy (www.wolfstarconsultancy.com) is an award-winning public relations consultancy specialising in global, European and national corporate communications and social media strategy and campaigns. Founded in 2007 Wolfstar Consultancy has worked with numerous global companies to conduct online communications audits, develop social media strategies and implement social media activity. These include Unilever, Sony Ericsson, PayPal, HSBC, First Direct, GlaxoSmithKline, Philips, British Waterways, Discovery Channel and Smith & Nephew.

United Nations Office for Partnerships
The United Nations Office for Partnerships (www.un.org/partnerships) serves as a gateway for collaboration between the private sector and foundations, and the United Nations family. It promotes new partnerships and alliances in furtherance of the Millennium Development Goals and provides support to new initiatives of the Secretary-General.

Centre for Public Relations Studies, Leeds Business School
The Centre for Public Relations Studies (CPRS) was created in 2002 and has established itself as one of Europe’s leading think tanks for public relations research and education. It sits within Leeds Business School at Leeds Metropolitan University alongside Europe’s largest and most successful academic public relations group.

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To learn more about the Global Social Media and Corporate Social Responsibility Report, please contact:
Wolfstar Consultancy
Stuart Bruce, Managing Director +44 845 838 7282 / +44 7852 135456 stuartb@wolfstarconsultancy.com www.twitter.com/stuartbruce Contact Wolfstar Consultancy to arrange for a personalised workshop on the report’s findings or find out more about using social media in corporate communications and corporate social responsibility. Visit www.wolfstarconsultancy.com Follow www.twitter.com/wolfstarpr

Wolfstar Consultancy
11-15 Betterton Street London WC2H 9BP UK

46 The Calls Leeds LS2 7EY UK

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