Programme DIGITAL DISRUPTION AND THE FUTURE OF CSR … · DIGITAL DISRUPTION AND THE FUTURE OF CSR CSR ONLINE AWARDS SEMINAR 2014 Milan, 27–28 May 2014 ... digital storytelling,

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DIGITAL DISRUPTION AND THE FUTURE OF CSRCSR ONLINE AWARDS SEMINAR 2014

Milan, 27–28 May 2014

Fondazione Cariplo Conference Centre

Programme

Conference • Workshops • Gala Dinner • Awards

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#CSRawards

@Lundquist

SPONSORS

PARTNERS AND SUPPORTERS

3CSR ONLINE AWARDS SEMINAR 2014 ·

Dear participant,

We are pleased to welcome you to the 5th CSR Online Awards Seminar. The event takes place in Milan thanks to the generous support of Fondazione Cariplo in its magnificent conference facilities in the heart of the city. Our thanks to them.

We are looking forward to two days of intense discussions on how CSR is being transformed in a digital age and the need to look beyond reporting to deal with the new challenges of sustainability. We will learn from more than 25 internationally renowned speakers in three plenary sessions and six workshops, topped by a gala dinner at the historic Palazzo Visconti.

This seminar is intended

to be a laboratory of ideas

where sharing experiences

can help companies improve

their CSR, to stimulate awareness

and move towards excellence.

In the course of monitoring user trends and corporate practices, we have witnessed how the pervasiveness of digital has created a shift in the company-stakeholder dynamic and opened up enormous potential for transparency, engagement and social change. This digital disruption impacts both on the time (the speed of interaction) and space (the proliferation of communications channels).

Our speakers will consider this disruption from many aspects: how reporting is changing, the future of engagement and getting your message across through storytelling.

Findings from CSR Online Awards – reporting is not enough

As a basis for our discussions we will present findings from the 6th CSR Online Awards research, which has examined the 100 largest companies in Europe and how they communicate sustainability through online channels. Unfortunately, most are still struggling in a reporting mindset: almost a fourth of the companies fail to communicate their sustainability information altogether let alone engage with their stakeholders, differentiate themselves from their peers or use storytelling techniques to get their messages across.

We look forward hearing your views on these topics.

The German, Italian, Nordic and Swiss lists will be rolled out shortly.

A very sincere thank you to all our sponsors and to everyone else who helped to make this event possible. Welcome and enjoy the seminar.

FUTURE OF CSR

James Osborne and Joakim Lundquist

· CSR ONLINE AWARDS SEMINAR 20144

OUR UNIQUE RESPONSE TO A CHANGING SCENARIO

AN OUTSIDE-IN PERSPECTIVE

All our work at Lundquist

is user-centric as we look

for ways to help companies

to better respond to the needs

and expectations of key audiences

in a guided, step-by-step process.

WHERE WE ADD VALUE: THE SUSTAINABILITY ECOSYSTEM

In our work we have

witnessed the collapse

in traditional barriers between

report, communications

and engagement.

Having a user-centric approach means opening eyes internally and finding ways to change the culture towards a more sustainable mindset. That’s because we believe this demanding perspective is central for effective communications: it puts the focus on aspects such as transparency, dialogue and user friendliness in the true sense of the term.

The fervid activity unleashed by the Global Reporting Initiative’s new sustainability reporting guidelines (G4), which is prompting many companies to engage stakeholders over materiality and to determine their most pressing sustainability issues, is perfectly in line with our outside-in perspective. In fact, the CSR Online Awards is founded upon a form of stakeholder engagement, sounding out 1,600 people over the course of the years – analysts, journalists, NGOs, academics and experts as well as hundreds of CSR managers. It is through this activity that we see how digital is re-shaping the company-stakeholder relationship.

Focusing only on a report is not enough when the challenge is to build trust and offer a convincing account of how sustainability is integrated into day-to-day business and managed as a competitive advantage. As non-financial reporting becomes mandatory in the European Union, companies will need to offer a distinctive vision of their own sustainability journey.

To do this successfully, we think it will be essential to take a strategic, holistic approach to the sustainability ecosystem considering the principal touchpoints between company and different audiences. Very often, ineffective online communications is the result of decisions taken at another stage of the process. It’s hard to be open and clear online if the mindset around disclosure is inward-looking and conventional.

From our integrated standpoint, we can draw on our experience to build a strong business case for sustainability, reshape reporting, enhance communications and build solid foundations for constructive relationships. And above all to demonstrate how to use digital as a driver in these activities.

Assess what you have

Understand your context and stakeholders

Prioritise your activities

Strive for excellenceGET GOING IN FOUR STEPS


The seminar is built around a series of plenary sessions with keynote speakers and thematic workshops featuring company case studies and “master classes” from recognised experts.

Our programme for this year is underpinned by the insight that digital has not simply added a new set of communications channels, it has profoundly disrupted the company-stakeholder dynamic. The immediacy and interconnected nature of online environments raises complex questions for companies that go beyond simple definitions of reporting and communicating.

SEMINAR THEMES

Corporate disclosure in a digital-first era The fact of abandoning a paper-first logic has combined with recent evolutions in corporate accountability – not only G4 – to give rise to a host of ways for companies to disclose their non-financial performance to different audiences. But above all it is the need to engage stakeholders and understand their expectations that is collapsing the barriers between reporting, communications and engagement (internally and externally). What does this panorama look like through a digital lens and how can online and offline be successfully integrated? How do the latest trends in reporting affect the broader communications approach?

Putting the “social” back into corporate responsibility Social media has fully come of age in the field of corporate responsibility, with many professionals finding the lines have blurred between personal and work domains. Most companies have made only tentative steps, torn between the need for qualitative dialogue with a limited number of people and the need to reach out to a vast and assorted public. How are companies harnessing social media to build relationships, drive change and spark innovation? What are the opportunities and limitations of integrating new digital channels fully into engagement strategies and how does this impact on the visibility of the dialogue process?

Seeing is believing: mastering digital and visual communications Research shows our brains are hard wired to retain more information through moving images than simple words on a page. Digital provides opportunities for using visual communications but many go untapped in the field of CSR, leaving it isolated in a dry, technical report format. What techniques are best for putting across a credible story that will resonate with stakeholders and avoid superficiality and one-sidedness? What are the errors to avoid? And how are companies trying to align their sustainability messages with the broader corporate story and demonstrate their value?

Our aim is to share new

approaches to sustainability

communications and emerging

experiences in non-financial

disclosure, social media,

digital storytelling,

visual communications

and stakeholder engagement.


PROGRAMME • DAY

TUESDAY 27 MAY

13.30

14.00

14.30

15.30

16.00 – 17.30

Registration opens

PLENARY SESSION

Seminar opening

Joakim Lundquist · Founder, Lundquist

James Osborne · Head of CSR, Lundquist

Manjit Jus · Sustainability Operations Manager, RobecoSAM

André Doren · Chief, External Outreach, Office of the United Nations High Commissioner for Human Rights

Coffee & networking break

PARALLEL WORKSHOP SESSIONS:

A • Inside ReportingIntroduced and moderated by Sara Rusconi · Head of online communications, Lundquist · Company ExperiencesDonald Johnson · Head of Corporate Responsibility & Brand Strategy, National GridRoberto Ciati · Scientific Relations & Sustainability Director, Barilla

· Experienced PeopleMarcella Semenza · CSR consultant, Lundquist

B • Material WorldIntroduced and moderated by Elaine Cohen · Founder · Manager, Beyond Business · Company ExperiencesFilippo Bocchi · Director of Corporate Social Responsibility, Hera GroupSilvia Raccagni · Sustainability Communication Manager, adidas GroupFederico Sannella · Corporate Affairs Director, Birra Peroni

Keeping pace with digital disruption: a new approach to the CSR Online Awards

Financial materiality and clarity in multi-stakeholder reporting

Integrating corporate responsibility to respect human rights in the Post-2015 agenda

This workshop will examine how companies are adapting their reporting models to respond to a rapidly evolving scenario – from narrative and integrated reporting – and input from multiple stakeholders. You will hear an overview of the current state of non-financial reporting – who’s reporting on what, where and in what formats. Two companies will provide a perspective on how they are organising a response to generate a conversation about what non-financial reporting will look like in the future.

Hands up who’s NOT talking about materiality today? G4 has thrust stakeholders to the centre of the reporting process with the exhortation to “report on what matters”. This group will share approaches to defining material issues, including through digital channels, the risks and challenges. Two companies will talk about how greater attention to stakeholders is leading them to re-think their approach to sustainability reporting.

THE FUTURE OF REPORTING

Fondazione Cariplo

Setting the scene: corporate disclosure in a digital-first era

Ahead of the curve: the imperative for responding to the sustainability agenda


C • Adapting To G4Introduced and moderated by Asthildur Hjaltadottir · Services Director, Global Reporting Initiative · Company ExperienceDomenico Negrini · Head of Sustainability, Snam

GALA DINNER AND AWARDS

During the dinner, Mariangela Pira, Journalist at CNBC will present the CSR Online Awards, recognising winners and top performers in Europe and Italy.

Exactly one year after the GRI announced a new version of its sustainability reporting guidelines and following 57 local launch events involving 4,666 people, it’s time to understand how companies are responding. Hear what kind of feedback the GRI has received and get ready to share you own experience and how your company is adapting to the new order, opportunities and challenges. An interactive session based around the concept of “A problem shared is a problem halved”.

19.30 – 00.00 Palazzo ViscontiDress code: Business

The catering company Sadler was founded in 1996 by Claudio Sadler. Claudio is an internationally renowned chef, owner of Sadler Restaurant in Milan, and author of cooking books. Sadler is renowened for its high standards and refined wine selection and has earned a reputation for providing outstanding food services in Italy.

YOUR CHEF


PROGRAMME • DAY

WEDNESDAY 28 MAY

8.30

9.00

10.30

11.00 – 12.45

Registration opens

Putting the “social” back into corporate responsibility

Cristian Chizzoli · Member of the Board of Directors, Fondazione Cariplo

Brittany Golob · Editor, Communicate Magazine

James Osborne · Head of CSR, Lundquist and Sveva Pettorino · Analyst, Lundquist

Coffee & networking break

PARALLEL WORKSHOP SESSIONS:

A • Managing your social presenceIntroduced and moderated by James Osborne · Head of CSR, Lundquist · Company ExperiencesMichael Sellen · Head of Internet, eMedia Team, Deutsche Post DHL

· Expert PerspectivePierre-Yves Sanchis · Director, Comeen

B • Frontiers in engagementIntroduced and moderated by Brittany Golob · Editor, Communicate Magazine · Company ExperiencesEduardo Puig Aznar · Director of Stakeholder Engagement, Telefonica

· Expert PerspectiveDonata Garrasi · Lead Adviser – Peacebuilding, OECD

Fondazione Cariplo’s approach to online communications and relations with the non-profit network

In the digital era where bad buzz can destroy brand reputation in a day, being transparent and listening to stakeholders online have now become compulsory. Discover a few basic rules to prevent this from happening, illustrated with practical examples, and learn how one company has created a framework to ensure strategic alignment and focus of social media communication through organisation, content processes, monitoring and editorial planning.

Find out how the digital revolution and social media have changed the way companies interact with stakeholders with concrete examples from a leading company. This will be contrasted with the perspective from 47 high-risk countries where multi-stakeholder engagement is key to promoting peace, sustainability and business opportunities.

THE FUTURE OF ENGAGEMENT

Fondazione Cariplo

What can we learn from the UK’s Digital Impact Awards

Reaching out to engaged, connected audiences: key findings in social & story from the Lundquist CSR Online Awards Survey.

Linking to “The future of reporting”: Workshop leaders from Day One sum up the outcome of discussion


C • Follow me!Introduced and moderated by David Connor · Managing Director, Coethica · Company ExperiencesRossella Cardone · Head of Innovation, Sustainability & Corporate Responsibility for the Mediterranean Region, Ericsson

· Expert PerspectiveCéline Steer · Analyst, Lundquist

Lunch

PLENARY SESSION

· Expert PerspectivesMichael Agar · Director, Michael Agar Design, and Former Head of Graphics, Telegraph Media Group

Dario Bartolini · Senior Executive Producer, BRW Filmland

· Company ExperiencesMarcella Logli · Head of Corporate Social Responsibility, Telecom Italia

Tobias Dennehy · Corporate Story Architect & Editorial Change Manager, Siemens

Christine Hermann · CSR Communication Director, Orange

Closing Q&A and discussion

Closing aperitif

12.45 – 14.00

14.00 – 16.00

16.00

In a networked society, social media has the potential to be harnessed for good. Find out the dos and don’ts of tapping into Twitter’s phenomenal potential for engaging with CSR and sustainability professionals and learn how stakeholders actually use social media. Discussion will be triggered by one company’s experience in sharing stories on how technology can help address poverty, human rights and climate change.

Why design and data make the world a better place

Do’s and don’ts for successful video production

Holistic communications to engage customers on corporate social responsibility

Turning the tradition of entertaining, surprising storytelling into the innovation of tomorrow’s corporate communication and marketing.

Engaging web influencers to nourish our CSR communication strategy and get crowdsourced ideas for a better telco industry

Seeing is believing: mastering digital and visual communications


SPEAKERS

Michael Agar · Former Head of Graphics Telegraph Media GroupPreviously Graphics Editor at The Observer, Independent on Sunday newspapers, and then Head of Graphics across Telegraph Media Group, Michael is now director of his own new start-up company Michael Agar Design which specialises in creating data-design and infographics for businesses, financial consultants, publishing groups, PR and marketing agencies across both print and digital platforms.

Filippo Bocchi · Director, Corporate Social Responsibility, Gruppo HeraAfter experience as researcher at Bologna municipal authorities’ management control department, and as corporate and environmental reporting consultant, Filippo joined Ferrara multiutility Agea S.p.A, as head of management control in 2000. Since 2005, he has been at Hera Group, in charge of CSR guidelines proposals, preparing the sustainability report and the balanced scorecard system. Member of Hera S.p.A.’s ethics committee since 2007.

Roberto Ciati · External Scientific Relations & Sustainability Director, Barilla GroupIn Barilla since 1986 today he is responsible for the development and implementation of the group’s sustainability process and scientific policies, extensively cooperating with institutions, stakeholders and scientific community. He is on the board of Barilla Center for Food & Nutrition Foundation and a member of the regulatory and technical committees of several industry associations and scientific associations industry and scientific associations.

Elaine Cohen · Founder-Manager, Beyond BusinessAn expert and influential voice in CSR and sustainability strategy and reporting in relation to Human Resources Management. Elaine is the author of three books on sustainable practice and reporting, including the first ever book on CSR and Human Resources (CSR for HR, Greenleaf, 2010) and writes regularly for her CSR Reporting blog. Before founding Beyond Business Ltd, she worked for 20+ years at Procter & Gamble and Unilever. She is among the 100 Top Thought Leaders in Trustworthy Business Behavior in 2014 and tweets as @elainecohen.

Rossella Cardone · Head of Sustainability in the Mediterranean Region, EricssonRossella is Head of Innovation, Sustainability & Corporate Responsibility in Ericsson for the Region Mediterranean. She holds a master degree in Mathematics and a Master of Science in Probability and Statistics. In her16 years at Ericsson, she has covered several different responsibilities in R&D, Customer Operations Management, strategy and Marketing. Today Rossella’s focus is to promote the benefits of Information and Communication Technology on people, business and society.

Cristian Chizzoli · Member of the Board of Directors, Fondazione CariploCristian Chizzoli is a marketing professor at Bocconi University, where he teaches courses on strategic and digital marketing, consumer behaviour and advertising management. He is the coordinator of MiMeC – the Master in Marketing and Communication of Bocconi University. He is member of the Board of Directors of Fondazione Cariplo.

Dario Bartolini · Senior Executive Producer, Visibilità Zero – BRW Filmland Division GroupDario is head of video and film production for a marketing, advertising and communication consultancy. He has a focus on corporate communication and provides customized media services and products for content and visibility to meet the communication needs of companies.


David Connor · Managing Director, CoethicaAs a recognised influencer for business as a force for social good, David has particular expertise in communications, strategy, technology, entrepreneurship and sport. His 17-year CSR career is split between professional football and his own consultancy, Coethica- a platform supporting an entrepreneurial approach to CSR. He was manager to the England Amputee Football Squad and at Everton Football Club he developed an award-winning community engagement programme. Tweets @davidcoethica.

Tobias Dennehy · Corporate Story Architect & Editorial Change Manager, SiemensTobias Dennehy is a Corporate Story Architect, Editorial Change Manager, Blogger and Public Speaker. He created Siemens’ /answers storytelling campaign and currently coordinates editorial affairs within the company’s Newsroom in its Munich Headquarters. Before joining Siemens, Tobias explored the different angles of storytelling as a PR Consultant, journalist and scholar of German literature.

André Doren · Chief, External Outreach, Office of the United Nations High Commissioner for Human RightsBefore joining the United Nations in 2013, André was with the International Secretariat of Transparency International in Berlin he held roles such as Group Director for External Relations and Resource Development. Previously, he was Head of Communications and Resource Mobilization at the International Federation of Red Cross and Red Crescent Societies (IFRC). Before that, André served in the Canadian government in various roles.

Donata Garrasi · Lead Adviser-Peacebuilding, Organisation for Economic Cooperation and Development (OECD)Donata is lead adviser on peacebuilding at the OECD. She leads the work on international policies and standards for the engagement of public and private sector actors in countries affected by conflict and in transitions, manages multi-stakeholders’ negotiation processes, and promotes the reform of the International peacebuilding architecture. She has held senior positions with the UK Government, the World Bank, and the United Nations in Africa, the Middle East and Asia. She is senior adviser to the UK Stabilisation Unit and INCAS consulting.

Brittany Golob · Editor, Communicate MagazineAs the editor of Communicate magazine, the leading title for stakeholder relations, Brittany writes about internal communications, branding, digital, CSR and investor relations. She manages #CommsChat, the weekly conversation about communications held on Twitter. She has reported on various international and nation-wide events within the British and European creative and communications industries. She can be found in a bookstore, coffee shop or @BrittanyGolob2.

Christine Hermann · CSR Communication Director, OrangeChristine was appointed CSR communications Director for Orange Group in 2009. In the Group since 1997, she has extensive communication experience in marketing, sales and technical issues. Previously, she was a consultant in communication agencies for the industrial sector and entities dealing with social integration or architectural heritage in France and Germany.


Manjit Jus · Sustainability Operations Manager, RobecoSAMIn RobecoSAM since 2011 first as analyst, now as Sustainability Operations Manager, Manjit works in the department responsible for the annual Corporate Sustainability Assessment, the basis for the Dow Jones Sustainability Indices, including the implementation of the methodology, quality control and communication and feedback with companies on their performance. Manjit has had broad exposure to sustainability reporting in different formats, in various industries and mediums.

Donald Johnson · Head of Corporate Responsibility & Brand Strategy, National GridDonald joined National Grid in 2009 to establish a cohesive brand identity, strategy and narrative for the Group. He focuses on defining frameworks and processes for telling the Company’s ‘responsibility’ story to all stakeholders. Previously, he worked for Marsh, launching its web-TV issues briefing series across the EMEA region and researching European companies’ attitudes and behaviours towards risk. His career started in public relations and he helped ITC brands in India build their reputations among media, political and consumer audiences.

Marcella Logli · Head of Corporate Social Responsibility, Telecom ItaliaIn Telecom Italia since 1996, she is now Head of Corporate Responsibility and Secretary General of the Telecom Italia Foundation. She is on the Administrative Council of Associazione Archivio Storico Olivetti and is national counsellor of WWF Italy. In addition to holding a degree in Information Science from the University of Milan, Marcella has participated in courses and seminars on marketing and studies on telecommunications and technology in London and New York.

Joakim Lundquist · Founder, LundquistJoakim has advised more than 70 European companies on online corporate communications, social media, CSR, digital employer branding, corporate reporting and media relations. In 2007, he founded Lundquist and has been Head of KWD Webranking (Hallvarsson & Halvarsson) in Italy, Switzerland and Austria since 2003. He is a member of the judging panel for the “Oscar di Bilancio”, the awards by Ferpi, the Italian PR association, that annually recognises the best corporate reporting in Italy. He also co-heads Ferpi’s digital committee.

Domenico Negrini · Head of Sustainability, SnamDomenico has been Head of Sustainability at Snam, operator of Italy’s natural gas infrastructure, since this corporate department’s foundation. Previously, he covered several management roles during his career in the corporate press office and external communications department at Italian oil company Eni and its subsidiaries.

James Osborne · Head of CSR, LundquistJames is partner at Lundquist and Head of CSR since 2007. He oversees the CSR Online Awards and advises European companies on reporting, communications and strategy. He also works on content strategy and trains company professionals in storytelling and social media. Previously, James had 12 years’ experience in print, agency and online journalism, including working as a reporter and editor at Bloomberg, the Financial Times online edition and regional newspapers around England. Tweets as @jabosborne.

Asthildur Hjaltadottir · Services Director, Global Reporting InitiativeÁsthildur joined the GRI in 2007. She has worked in different departments, as Manager for GRI´s Learning Publication, Senior Manager for GRI´s Report Services, and as Deputy Director for Guidance, Support and Innovation, as one of the two project managers responsible for the development of G4. Ásthildur is Icelandic and before joining GRI, she worked for international organizations in Belgium and The Netherlands.


Mariangela Pira · Journalist, Class CNBCAt Class CNBC, Mariangela covers financial markets news and insights. She was also the anchor for Esteri News, a newscast devoted to the Italian diplomatic scene produced by the Ministry of Foreign Affairs. She contributes to the stock markets reports broadcast on the Italian network TgCom24. She began her career at the New York office of ANSA, Italy’s leading wire service, covering various trials and President George Bush’s first Inauguration Week.

Eduardo Puig Aznar · Director of Stakeholder Engagement, TelefonicaAt Telefonica for more than 12 years, Eduardo has worked in regulatory strategy and public policy for decisions that affect the telecommunications industry. He also participated in the privatization processes in Latin America. In 2011, he was appointed Director of Institutional Relations to strengthen Telefonica’s position in relation to ICT policies in various sectors (education, health, smart cities, etc.). Before telecoms, Eduardo worked in investment banking.

Silvia Raccagni · Sustainability Communications Manager, adidas GroupSilvia joined adidas Group in 2012 as Sustainability Communications Manager, working in the Corporate Communications team. Her professional interest is in responsible business, digital communication and sports. Silvia holds a Master in European Studies and a Master in Human Rights from the Catholic University of Louvain. She graduated from IULM University in Milan, with a degree in interpreting. She also volunteered at the London 2012 Olympic Games.

Sara Rusconi · Head of Online Communications, LundquistA partner at Lundquist, Sara has worked for a decade in online corporate communications. She has headed the KWD Webranking research for Italy and Switzerland and handles major projects for clients in Italy and Europe, to help them redefine their online corporate presence and financial reporting. She is a regional delegate in the Italian Public Relations Association (Ferpi) and member of the nomination committee for the Oscar di Bilancio, the most important Italian award for reporting.

Pierre-Yves Sanchis · Director, Comeen Pierre-Yves is an expert in CSR and e-reputation. Much into Web and CSR communities, he founded his company 4 years ago to bring CSR to the digital era. He now manages a community gathering more than 200 bloggers interested in social and environmental topics as well as launched a media, e-RSE.net, to highlight inspiring initiatives from committed organizations.

Federico Sannella · Corporate Affairs Director, SAB Miller Italy · Birra PeroniFederico is Corporate Affairs Director of Birra Peroni since 2007. He is a corporate communication & sustainability professional with broad competence in developing communication plans, PR networking and Sustainable Development strategies. Before joining SABMiller, he worked in British American Tobacco as Corporate and Regulatory Affairs Manager with focus on Government relations, stakeholder engagement and crisis management. Previously, Federico started his career in Philips France as business consultant.

Michael Sellen · Head of Internet, eMedia Team, Deutsche Post DHLMichael is head of the Internet and eMedia team at Deutsche Post DHL Corporate Communications. His team is responsible for the corporate website dpdhl.com, which includes thought leadership platforms like the Delivering Tomorrow Blog and the Logistics Newsroom. His team also defines the framework for all social media activities within the Group and coordinates the DHL global & country websites.


THE CONFERENCE VENUE

OUR LOCATIONS

Located a short walk from Milan’s central piazza and the Scala opera house, the Palazzo Confalonieri is a 17th-Century building that was home to the Confalonieri, one of the most aristocratic families in Milan.

It was bought by the Savings Bank in the early 1900s and for part of the last century served as the tax collection offices in Milan. It is now an international conference centre with seven halls. It features works of art from the foundation’s collection.

The Fondazione Cariplo is a philanthropic foundation that assigns free grants for social projects at an international level. It is one of the biggest foundations globally by assets and boasts one of the longest histories in Italy for an organisation of its kind.

Created in its current form in the early 1990s, the foundation traces its roots back to the Savings Bank of the Lombardy Provinces, set up in 1823.

GALA DINNER AND AWARDS CEREMONY

We will change scenario for the evening, moving to the impressive backdrop of the Palazzo Visconti, located near to Milan’s most fashionable shopping streets.

Our gala dinner and CSR Online Awards ceremony will take place in the ballroom of the Palazzo Visconti, which has been a sumptuous event venue since the 1600s. Originally built in the 17th century by Carlo Bolagnos, a Spanish nobleman, the palace was bought by Viscount di Grazzano in the 19th century and became the family residence.

It is one of the most elegant examples of the Lombardy Barochetto style and the decoration in the rooms on the main floor is particularly interesting, in the style of the early eighteenth century with hints of the Rococo movement.


MILANO MAP


2012 · TURIN Fiat Industrial Village & Savings Museum The edition in the magic city at the foot of the Alps saw a two-day event

spread across three fantastic locations: a group of afternoon workshops at the newly opened Savings Museum (Museo del Risparmio), a gala dinner and awards ceremony at the 5-star Hotel Golden Palace (with two-star Michelin chef Marco Sacco) and the full seminar at the Fiat Industrial Village. The theme was Beyond Cut & Paste Communications: the web as a strategic lever for corporate responsibility.

· 100 participants from 50 companies · 2 plenary sessions: The future of CSR reporting, Beyond cut & paste communications through innovations in digital

· 7 thematic workshops: Report 0 (First steps and Rating & Guidelines), Integrated reporting, The responsible employer, B2B vs. B2C, Reaching out to the SI community and Can CSR make news?

· 13 company case studies: Allianz, Autogrill, Barilla, BBVA, Centrica, Gruppo Hera, Eni, Mondadori, Nestlé, SCA, Snam, Telecom Italia, UBS

· 14 expert speakers: 3BL Media, Call 2 Action, Communicate Magazine, Contrast Capital, CNBC, ECPI, Ethical Corporation Magazine, ETicaNews, Global Reporting Initiative, InnoCentive, KPMG, OccupyCSR, SRI-CONNECT, University of Pavia

· 9 video interviews published

2011 · VENICETelecom Italia Future Centre For its third edition, the CSR Online Awards

Seminar moved to the dramatic location of Venice. Held in October 2011 at the Telecom Italia Future Center, the event was transformed with the introduction of a gala dinner and awards ceremony, with day two dedicated to company-only seminar.

· 110 participants from 47 companies · 2 workshops: Online reporting and Integrating CSR into the broader communications agenda

· 6 company case studies: Centrica, Enel, Intel, Metso, Nestlé, Telecom Italia

· 7 external speakers: 3BL Media, Bank Sarasin, Carbon Disclosure Project, DNV Business Assurance, Global

· Reporting Initiative, GreenTV, WWF International


PAST EDITIONS


2009 · MILANFondazione Eni Enrico Mattei The inaugural CSR Online Awards Seminar was held in November 2009,

hosted by the Fondazione Eni Enrico Mattei, Milan. Held over the course of one day, it included a company-only seminar followed by a plenary session open to the public.

· 120 participants, 39 companies represented · 4 workshops on Finance, Energy, Best Practice & Interactivity · 9 company case studies: UBS, Swedbank, Assicurazioni Generali, Banca MPS, Eni, Shell, Telecom Italia, Roche, Autogrill

· 5 external keynote speakers: Fondazione Eni Enrico Mattei, Eurosif, Eurizon Capital, UNEP FI Asset Management Working Group, New York Times, IHT

2010 · MILANUniCredit Conference Hall The second edition of the CSR Online Awards

Seminar was held in October 2010, hosted by UniCredit at its Conference Hall in central Milan. The full-day event saw broader participation from non-Italian companies as well as a final session open to the public.

· 160 participants representing 30 companies

· 2 workshops: Online reporting vs. Online communicating and The internet, social media & stakeholder engagement

· 6 company case studies: Enel, Hera, Hewlett-Packard, Nestlé, Terna, UniCredit

· 5 external speakers and discussion partners: Avanzi, VBDO, CSR Europe, JustMeans, Vita



ABOUT THE LUNDQUIST CSR ONLINE AWARDS

Our success as strategic consultants is grounded on a decade of research into excellence in online corporate communications at an international level. Our investment in this research activity has served to develop advanced methodologies for effective corporate communications and also to raise awareness of the importance of digital channels. We have covered financial and institutional communications, employer branding, social media from a corporate perspective and, since 2008, online CSR communications.

NEW APPROACH ADOPTED FOR 2014

The current, sixth edition of the research has seen a major step forward in our approach to assessing companies’ online communications. We have reorganised our evaluation protocol into seven pillars to better reflect the main challenges of responding to stakeholder expectations in a digital-first world. Our new model provides greater flexibility in evaluating companies and assigns greater importance to critical areas such as user experience, engaging content and social media. It will therefore generate more actionable insights and best practice across a wide range of areas.

KEY NUMBERS FOR THE 6TH EDITIONresponses to expert questionnaire over 6 years

European companies taken into consideration

social media accounts mapped

pillars

edition

rankings (Europe, Germany, Italy, Nordic Region, Switzerland)

1,600270500

76th

5

· Concrete: providing a core set of environmental, social and governance information, from policies and guidelines to data and targets

· Exhaustive: allowing users to see “under the bonnet” with more detailed disclosure (for example on stakeholder engagement and target achievement)

· User friendly: speedy and intuitive navigation, reporting formats, accessibility from mobile devices, search functionality as well as the user experience more generally

· Ongoing: keeping stakeholders updated on a regular basis (through news, blogs, etc.) and remaining open to feedback and comment

· Social: leveraging social media to listen, inform and engage both in generic corporate channels and in accounts specifically geared to audiences interested in CR or sustainability

· Integrated: taking the CR message to stakeholders across the corporate website, for example as part of the presentation of the company and information aimed at investors, journalists or jobseekers

· Distinctive: using digital to tell an engaging, unique, story that focuses on the most important issues and shows what strategy means in day-to-day, concrete contexts through storytelling, video and visual communication

HOW WE COMPILED THE AWARDS

FORTHCOMING EDITIONS

• GERMANY • ITALY • NORDIC REGION • SWITZERLAND


After taking 2nd place back in 2011, Deutsche Post DHL took the honours with 73 points and was also the best improver (+15.25 points). Not only does the German company present policies, data and objectives in detail, it also broaches CR topics in a wide range of social media channels and maintains a steady flow of news, blog posts and updates from the logistics sector. Another winning feature was the presence of numerous videos effectively showcasing its CR activities.

Nestlé climbed into the 2nd position, with 67.75 points, from 6th in 2012. The company successfully engages stakeholders about its Creating Shared Value programme through different social media channels. The group’s Facebook page, followed by over 6 million users, offers frequent posts on topics such as nutrition and provides tabs with best practices, integrated access to other social media and a discussion board.

Unilever retained its 3rd position in the ranking with 66.25 points. The Sustainable Living section offers a high-quality user experience presenting interactive data, detailed targets and feedback from internal and external stakeholders. Unilever also effectively integrates sustainability topics across its corporate website, featuring news on the company’s social activities right from the homepage.

DEUTSCHE POST DHL

NESTLÉ

UNILEVER

WINNERS EUROPE


TELECOM ITALIA

HERA GROUP

SNAM

AUTOSTRADE PER L’ITALIA

WINNERS ITALY

Telecom Italia came top of the Italian ranking with 65.5 points, returning to the top after slipping into second in 2012. The Italian phone company performs well in terms of detailed disclosure and, similarly to last year, it proves its strength in engaging stakeholders through social media, games, the avoicomunicare blog and Respect, a new app that promotes environmentally sustainable consumer behaviour.

Hera slips into 2nd position but remains on the Italian podium with 62.75 points. Hera’s newly released website is loaded with relevant, detailed content, which is supported by a number of user-friendly tools such as the VedoHera newsletter providing updated information on CSR activities. Sustainability is also well integrated in the overall corporate website, especially in the Services section.

Snam jumps up from 6th to take third place with 61 points. The gas company offers a high-quality and user-friendly navigation that supports the stakeholder in exploring the exhaustive information provided on key sustainability topics. Particularly successful is the presentation of Stories from the Regions showcasing environmental and social projects with the support of illustrative photos and videos.

Autostrade per l’Italia gained 22 positions compared to the 2012 ranking 20th with 30.5 points. The motorway operator has made a concerted effort to provide exhaustive details about its sustainability including environmental impact and risks, supply-chain standards, governance, certifications and whistle-blowing procedures.

Best improver


BAYER AND BT GROUP (JOINT)Both with a full score, Germany’s Bayer and BT Group of the UK are the joint top in the Concrete pillar as they both thoroughly present core sustainability information. By fully integrating the sustainability report into its Better Future section, BT presents a wealth of details; Bayer has a concise but fact-focused overview of its strategy, policies, performance and targets.

Concrete

CREDIT SUISSECredit Suisse leads the ranking of the Exhaustive pillar with its extensive disclosure beyond basic information. The Swiss bank details its progress against previous targets, explains its policy for diversity and inclusion and provides ample perspectives from internal and external stakeholders.

Exhaustive

DEUTSCHE POST DHLDeutsche Post DHL comes top of the Ongoing pillar by engaging stakeholders on a regular basis and showing a responsiveness to user feedback and comment. The Delivering Tomorrow blog is one of the tools used to trigger discussion on topics such as economy, technology and the environment.

Ongoing

ENIEni offers an intuitive and immediate user experience with a classical navigational system, making it the top performer for the User friendly pillar. Its sustainability reporting system blends a range of documents, formats as well as interactive data while the user is aided by good search functionality.

User friendly

DEUTSCHE POST DHLDeutsche Post DHL, top in the Social pillar, has multiple accounts in most platforms. It uses a variety of formats to present information and ensures that its initiatives are well integrated with one another as well as into its website. The company has dedicated CR initiatives such as its Living Responsibility page on Facebook but also covers CR topics in its generic accounts too.

Social

UNILEVERUnilever raises the bar for the Integrated pillar by consistently presenting sustainability-related information throughout the corporate website. Relevant topics are included when talking about careers or innovation and sustainability underpins much of the “About us” section covering, for example, responsible business, working with integrity, nutrition and social initiatives.

Integrated

SABMILLERSABMiller ranks highest in the Distinctive pillar as it succeeds in guiding the user along an engaging journey through its ten sustainability priorities. For each one, SABMiller has a complete approach presenting background details, the company’s response, performance, stakeholder views. The circle is closed with case studies, videos and photos.

Distinctive

BEST IN CLASS • EUROPE 100

The seven pillars


ABOUT LUNDQUIST

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We help our clients plan and build successful corporate websites that respond to the most demanding corporate audiences. We have particular expertise in financial and non-financial reporting, corporate responsibility, employer branding, social media and digital storytelling.

OUR POINT OF VIEWWe undertake rigorous research because we believe online communications should be measurable and grounded in concrete methodologies, centred on the people who use corporate information. To do this, we guide companies in changing their mind-set and internal organisation in favour of transparency, accountability and engagement.

OUR METHODWe adopt a tried-and-tested approach to our projects, dividing them into three phases: Measure | Manage | Change. In this way, we assist companies in re-defining their corporate presence on digital challenges. We accompany them in a process of evolution and change to better meet their communication challenges.

OUR ROLELundquist is an authoritative partner in planning and managing digital partnerships, from assessing the online properties of a corporate ecosystem to defining strategies for best practice websites. Our expertise derives from our intimate knowledge of online corporate communications, built up through years of experience and the inter-disciplinary talents of our team.

MEASUREOur research · CSR Online Awards · Employer Branding Online Awards · Social Media Awards & Wikipedia · KWD WebrankingAssessments · Digital ecosystem · External perceptions · Usability/user experience · Message and copy · Benchmarking & competitive positioning

MANAGEBuilding on what you have · Gap analysis · Action plans for improvement · Feedback on website structure · Content development and revision · Hands-on support for ongoing activities

· Maximising social media efforts · Manage relationships with Wikipedia editors

· Supporting internal content owners · Guiding web agencies

CHANGEStarting over · Digital strategy & concept development · Content & messaging strategy · Social media from a corporate perspective

· CSR online strategy · Financial & sustainability reporting · Information architecture & web tree · Tender definition/Web agency selection · Textual, visual and video storytelling · Training & changing internal perceptions

Helping you at every stage of your digital journey:

MANAGEWe help companies to leverage their existing online communications, defining improvement plans and tactical activities

CHANGEDrive companies to define their online communications strategy and help them implement it, often changing their internal culture

MEASUREThought-provoking, cutting-edge research on current and future trends in online corporate communications

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These cross-cutting aspects hold true whenever companies and stakeholders come into contact over environmental, social and governance issues: reporting, communications and engagement. They have been part of our user-centric, digital-first approach for years.

Wondering where to get started? Let us carry out an assessment of your current positioning as the basis for discussion on your next steps.

GET DIGITAL · Architecture for online reporting & communications · Website strategy, structure & content · Social media for stakeholder engagement

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First study in Europe to analyse online CSR communication based on the needs and expectations of stakeholders, as expressed in an annual survey. Now in its 6th edition, the CSR Online Awards examines how Europe’s leading companies use their corporate digital presence to inform and engage with stakeholders.

First research in Europe to assess how companies communicate their identity and employer branding to current and prospective employees. This study is based on the requirements and habits of people looking for work, people who are increasingly turning to the web, mobile and social media in their search for a job.

Our Social Media Awards were conceived as a multi-platform, ongoing research project to better understand corporate use of social media. We look at what it means to engage on corporate topics through Facebook, LinkedIn,Twitter, YouTube and Slideshare and analyse the situation for social media use by top management. We also regularly assess the quality of corporate information on Wikipedia.

Lundquist has represented Hallvarsson & Halvarsson in Austria, Italy and Switzerland for the KWD Webranking for 12 years, marking a longstanding relationship with the most important and influential study of online financial and corporate communications in Europe. The research has examined European companies for more than 15 years (almost 1,000 each year).

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Documents

Programme DIGITAL DISRUPTION AND THE FUTURE OF CSR … · DIGITAL DISRUPTION AND THE FUTURE OF CSR CSR ONLINE AWARDS SEMINAR 2014 Milan, 27–28 May 2014 ... digital storytelling,