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Table of Contents
• Research Methodology 3
• Executive Summary• Strategic Implications
45
• Detailed Findings• Respondent Profile
615
25
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Research MethodologyDates of interviews: October 6th – October 22nd, 2010
Survey mode: Telephone
Sample: 216 Fortune 2000 Corporate Executives with Program or Communications Oversight for Corporate Philanthropy, Social Responsibility & Community Relations
Margin of error: +/- 6.8 percentage points at the 95% confidence level
Notes: Numbers may not total 100% due to rounding.
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Executive Summary• Social media and crowdsourcing play vital roles in helping companies raise
awareness and drive engagement in their corporate social responsibility (CSR).
• A sizable 44 percent have used crowdsourcing – asking customers to provide ideas and help in decision-making on how to tackle issues. Of these, 95 percent found it valuable to their company. Regardless of use, 83% see the potential.
• The perceived value of crowdsourcing is that it surfaces new perspectives, builds engagement with key audiences, invites clients and customers from nontraditional sources to contribute ideas and it brings new energy to the process of generating ideas and content.
• Seven in ten executives say social media has been used to communicate their CSR and 6 in 10 say it has a positive impact on the quality of communications, helping to reach broad and diverse audiences.
• Integrated communications are priorities for raising awareness of CSR, with 85 percent saying community events are effective, 75 percent citing executive outreach, 71 percent mentioning social media and 70 percent pointing to earned media.
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Strategic Implications• Crowdsourcing is not the next “big thing,” it’s happening now. If it’s not a part
of your CSR communications, it’s a key area to explore in 2011. • Given the positive impact of social media, these channels should be strategic
priorities for communicating CSR efforts to stakeholders.• CSR programs have the potential to increasingly be characterized by creative
efforts to engage consumers via social media, given its demonstrated value.
• Integrated communications matter – and those companies that develop strategic programs featuring social media, earned media, events and executive visibility stand a better chance of getting their messages heard.
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Value of Crowdsourcing RecognizedA sizable 44 percent have used crowdsourcing; Of those executives,
95 percent feel it has benefits for their company.
Yes; 44%
No; 55%
Has your company ever used crowdsourcing? How valuable do you feel crowdsourcing is to your own organization’s pro-social or CSR efforts? (N=96)*
45%
50%
Not too valuable
Not at all valuable
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Impact of CrowdsourcingThe executives who use crowdsourcing see value in a number of ways, in
particular that it surfaces new perspectives and diverse opinions.
Which of the following do you believe is the most valuable aspect of crowdsourcing? (N=96)*
Other
It brings new energy into the process of generating ideas
It invites clients and customers from nontraditional sources to contribute to ideas and opinions
It's a way to build engagement and relationships with key audiences
It surfaces new perspectives and diverse opinions
1%
16%
22%
25%
36%
* NOTE: Questions only asked of those who use crowd sourcing (N=96)
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How valuable do you feel crowdsourcing is to your own organization’s pro-social or CSR efforts? (N=120)*
Future Use of CrowdsourcingInterestingly, of those who have not used crowdsourcing, 43 percent anticipate it could bring value to their company’s future CSR efforts.
Which of the following do you believe is the most valuable aspect of crowdsourcing? (N=120)*
-16%
-27%
40%
3%
Very valuable
Somwhat valuable
Not too valuable
Not at all valuable
Other
It's a way to build engagement and relationships with key audiences
It invites clients and customers from nontraditional sources to contribute to ideas and opinions
It brings new energy into the process of generating ideas and engagement
It surfaces new perspectives and diverse opinions
1%
18%
19%
21%
23%
15 percent said they did not know how valuable crowd sourcing could be.
43%
* NOTE: Questions only asked of those who do not use crowd sourcing (N=120)
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Does your company use social media to communicate about your CSR or pro-social efforts?
Social Media Widely Used in CSR Communications7 in 10 executives say their company uses social media to communicate
about CSR efforts with Facebook seen as the most valuable platform.
Most often organizations that use social media see Facebook as the most valuable social
media platform.(Net: Valuable, N=156)
Yes, extensively Yes, moderately Yes, minimally No
13%
37%
23%26%
Facebook Blogs LinkedIn Twitter FourSquare
67%60% 58%
46% 44%
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Primary value of Social Media in CSR EffortsNearly 4 in 10 executives agree that the primary value of social media tools for
CSR lies in creating opportunities to expand and reach diverse audiences.
They create opportunities for companies to reach broad and diverse audiences
They allow companies to connect directly with consumers in low-cost, efficient ways
They enable companies to engage specific constituencies with greater ease
They facilitate open and transparent dialogue
They allow consumers to serve as advocates, inviting their networks to get involved
They help drive earned media coverage
38%
29%
11%
7%
7%
1%
Overall, what do you see as the primary value of social media tools to CSR or pro-social programs?
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-1%
-1%
-1%
-2%
-2%
-2%
-2%
-1%
23%
20%
13%
9%
36%
31%
37%
32%
Consumers
Nonprofit partners
Media
Policy makers and influencers
NET Positive
No Impact
59% 36%
51% 44%
50% 43%
41% 52%
Somewhat negativeVery negative Somewhat positiveVery positive
Impact of Social Media on communicationsMost feel social media has the greatest impact on the quality of CSR
communications with consumers.
% Yes
Consumers 49%
Media 39%
Nonprofit partners 35%
Policy makers and influencers 24%
In general, is social media changing the way your company communicates about your CSR or pro-
social programs with…
What impact has social media had on the quality of your communications with the following audiences?
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Community events
Executive outreach
Social media
Earned media
NET Effective
85%
75%
71%
70%
Not too effectiveNot at all effective Somewhat effectiveVery effective
Driving Awareness of CSRExecutives see integrated communications, including social media, as a
priority, underscoring the importance of aligning community outreach, executive visibility and earned media efforts.
-8%
-14%
-18%
-16%
-6%
-9%
-7%
-9%
48%
32%
31%
22%
37%
43%
41%
49%
Here is a list of ways organizations communicate. Please tell me how effective you find each to be in raising awareness about your organization’s work on CSR or pro-social programs- very effective, somewhat effective, not
too effective, or not at all effective.
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-7%
-14%
-18%
-15%
-7%
-9%
-9%
-11%
45%
30%
27%
22%
38%
44%
41%
46%
Community events
Executive outreach
Social media
Earned media
NET Effective
83%
74%
68%
69%
Not too effectiveNot at all effective Somewhat effectiveVery effective
Driving Engagement in CSRExecutives also agree that community events are the most effective way of
driving engagement with clients and customers.Here is a list the same list. Please tell me how effective you find each to be when it comes to driving engagement
with clients and customers. Again let me know if you think it is very effective, somewhat effective, not too effective, or not at all effective.
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Appendix: Respondent Profile
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Respondent ProfileJob Title
EVP/SVP/VP/Director of Communications 36%
EVP/SVP/VP/Manager of Community Relations 25%
CEO/President/Executive Director of Corporate Foundation
14%
EVP/SVP/VP/Director of Corporate Social Responsibility (CSR)
13%
EVP/SVP/VP/Director of Social Media 7%
Chief Financial Officer (CFO) 4%
Other 2%
Role in Organization’s Communications Efforts
Part of a senior team responsible for CSR efforts 38%
Influential by giving input on CSR efforts 32%
Directly manage or oversee all CSR efforts 30%
Main Focus/Responsibility
Communications overall 33%
Community relations 23%
Corporate social responsibility 19%
Corporate philanthropy 19%
Social Media 6%
Other 0%
Primary Focus on Corporation’s CSR Work
Environmental sustainability 22%
Economic development 10%
Education 10%
Global development 10%
Children and family issues 9%
Health and nutrition 7%
Arts and culture 4%
Multiple issue-focused 26%
Other 1%
Gender
Male 51%
Female 49%
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FOR MORE INFORMATION:
PAUL MASSEY, [email protected]
STEPHANIE BLUMA, [email protected]
COLIN MOFFETT, [email protected]
VICTORIA SNEED, [email protected]
JONATHAN BENTLEY, [email protected]
KRC Research700 13th Street NW
Washington, DC 20005