The Global Social Media

and CSR Report 2011

Wolfstar Consultancy

The Global Social Media and CSR Report |1

The Global Social Media and CSR Report |2
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 including environmental sustainability,
embraced blogs, Twitter, Facebook poverty, hunger, education and
and YouTube to start incorporating equality. The goal of CSR is for
them into their brand marketing companies to ensure that their actions
activity. There have been countless result in a positive impact on the wider
reports and research papers community and environment in which
examining how social media is used to they operate.
support marketing communications, Social media and social networks
but there have been far fewer that look provide a means for companies to
at how it is used to support corporate engage in genuine dialogue with
communications and corporate social stakeholders. It provides a way of
responsibility activities. listening to and understanding
This research is intended to address stakeholders enabling companies to
that imbalance and look specifically at develop CSR strategies that reflect the
how FTSE Global 500 companies are actual views and desires of
using social media and social stakeholders.
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

The Global Social Media and CSR Report |3

 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.
|4
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.

The Global Social Media and CSR Report |5

 107
102

56

44
40

22

Podcasts Blog Youtube Facebook Twitter Embedded RSS

video

Platforms
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)
The FTSE Global 500 social
presences were made up of:
YouTube channel (40 companies),
Twitter (56 companies), Facebook
(44 companies) and a blog (22

Platforms
and embedded video (102
companies), yet much of this was
done in isolation with seemingly no
real strategy or objectives.
companies). Though Twitter was
the most popular social channel to
be used by the 500, still only a
tenth of companies had presences.

The Global Social Media and CSR Report |6

 1%

3%
16%

2%
Africa

Asia

Australia
43%
Europe

North America

South America
35%

Social 1%

continents 4% Africa

26% Asia

38% Australia

Europe
2%

North
America
29%
South

Continents
America

Regions and countries

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

Platforms
The most social continents are
North America (43%), Europe (35%)
(6%).

The Global Social Media and CSR Report |7

 Chile, 0%

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

France, 7%

US, 39%

Germany, 6%

Hong Kong , 2%
India, 2%
Indonesia, 1%

Italy , 3% Ireland, 1%

Japan , 8%

Malaysia, 1%
UK, 9%
Netherlands, 2%

Norway, 1%
UAE, 1%
Russia , 1%
Thailand, 1%
Spain, 2%

Switzerland, 2%
Sweden , 2% South Africa, 1%

South Korea, 1%

Countries

The Global Social Media and CSR Report |8

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
The Global Social Media and CSR Report
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%).
|9
 Tobacco, 1%
Sectors
Travel & Leisure, 2%

Support services, 1% Aerospace &

Technology, defence, 2%
hardware &
Software and Automobiles &
equipment, 5%
computer parts, 2%
services, 4%

Real estate
investment trusts, 1%
Banks, 12%
Pharmaceuticals &
biotechnology, 6% Beverages, 3%
Personal
goods, 2%
Oil equipment Chemicals, 3%
& services, 1% Construction &
materials, 2%

Electricity, 4% Electronic &

Oil & gas producers, electrial
11% material, 2%

Financial services, 2%
Fixed Line
telecommunicatons,
4%
Nonlife insurance, 2%
Food & drug
Mobile retailers, 1%
telecommunications,
Food producers, 3%
2%
Gas, water &
Mining, 2% multiutilities, 3%
Media, 3% General industrials,
3%

Health care
Life insurance, 4% Industrial equipment & General retailers, 4%
metals & services, 2%
Leisure goods, 1% mining, 2%

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

The Global Social Media and CSR Report | 10

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.

The Global Social Media and CSR Report | 11

 37
36

28

22
20
19

Podcasts Facebook Blog Youtube Twitter RSS Embedded

Video

Platforms
The social platforms and
techniques used most frequently
are RSS and embedded video,
which are both used almost
ubiquitously across the 46.
provide cohesion as a video
archive.
In terms of presences on social
networks, 28 of the 46 are using
Twitter with 22 having YouTube

Platforms
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
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.

The Global Social Media and CSR Report | 12

 1% 1%

Africa
4%

Asia

Europe
20%

North America
20%
South America

Social
continents 1% 2% Brazil

Denmark
4%
France

Germany

India
20% 5%
Japan

South Africa
2% South Korea

Spain
1%
Switzerland
1%

Social 2%
2% 1% UK

US
countries 5%

Regions and countries

Of the 46 companies, 44% are fact that North America (38%) has
based in the United States, more FTSE500 companies overall
followed by Germany (11%), the UK than Europe (29%) does. There are
(11%), France (9%) and Denmark few companies from South America

Platforms
(5%). However taken as a whole
Europe accounts for slight more of
and Africa (4% total), and 9% of the
companies in the list accounted for
the active companies than North are Asian.
America (43%). This is despite the

The Global Social Media and CSR Report | 13

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

Banks, 15%

Software and Beverages, 2%

computer services,
9% Chemicals, 2%
Construction &
materials, 2%

Fixed line
telecommunications,
Pharmaceuticals &
4%
biotechnology, 15%
Food producers, 4%

Gas, water &

multiutilities, 7%

Oil equipment
& services, 2%
Oil & gas producers, General
2% retailers, 7% General industrials, 2%

Nonlife insurance, 2%

Media, 2%
Household goods
Life insurance, 2% Industrial & home
transportation, 4% construction, 2%

Leisure Goods, 2%
Industrial metals and
mining, 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
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).

The Global Social Media and CSR Report | 14

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 harness social media, global special
and have a presence in this space, interest groups and non-
then this is particularly governmental organisations have,
advantageous in terms of credibility and continue to make an innovative
when dealing with these situations. use of social media in their
Although the majority of large communication and campaign
companies are failing to fully strategies.

Greenpeace | Nestle palm oil campaign

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

The Global Social Media and CSR Report | 15

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
The Global Social Media and CSR Report
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.
| 16
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 2) Set objectives and goals –

online space – Many Once you understand the space
companies are afraid to engage it becomes possible to set
in social media and social specific communication
networks at a corporate level objectives that will support
because it appears to be too business objectives and can be
large and confusing. The first properly resourced, measured
step is to start understanding and evaluated.
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.

The Global Social Media and CSR Report | 17

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
The Global Social Media and CSR Report
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.
| 18
The “46”
Profile sheets analysing social
media activity around CSR efforts

The Global Social Media and CSR Report | 19

Microsoft
Microsoft is currently active on Twitter and
Facebook, it also has a regularly updated,
multimedia rich blog; ‘Microsoft Unlimited
Potential’.

Microsoft communicates the majority of its CSR work

Interactive and
through the ‘Unlimited Potential’ blog.
shareable content
Infographics Two subjects dominate the posts: stories around
ý Microsoft’s CSR work and initiatives around the world and
Video content
þ how technology can benefit the environment and society.
Images
þ The content includes guest posts from people working on
Data the initiatives and imagery is used to showcase the work
visualisation ý and the personalities undertaking it.
Customisable ý Engagement on the blog is relatively high and with many
reports
of the posts stimulating debate and discussion.

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.

Walmart’s ‘Give Back’ blog contains content from six

Interactive and
authors; all who have their own profile on the site and
shareable content
write about specific issues.
Infographics ý Much of the blog content is centred on tackling hunger
Video content
þ and poverty in the US. Specific campaigns it supports
Images include ‘Feeding America’, ‘Meals on Wheels’ and ‘The
þ Campus Kitchen Project’. Video content often
Data
visualisation ý accompanies the stories around the campaigns.

Customisable ý Engagement is medium, with many of the comments

reports thanking and congratulating Walmart for their efforts.

The Global Social Media and CSR Report | 20

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

GE’s citizenship site is image rich with clear sections and

Interactive and
detailed results of current campaigns. There is a great
shareable content
deal of information and content, including downloadable
Infographics þ reports. There is a featured news section along with a list
Video content of recent news releases.
þ
Images GE is transparent in its aims and objectives, setting out
þ plans for its CSR activities. It provides lengthy articles in
Data
visualisation ý the ‘stories’ section which in-depth accounts of the
citizenship campaigns.
Customisable ý
reports

Nestlé
Nestlé provides a large range of multimedia
content and encourage users to share. It also
links directly to the YouTube and Flickr
accounts.

Nestlé focuses around the ‘Creating Shared Value’

Interactive and
campaign, and produces a lot of content for it. This
shareable content
includes a cash prize for an individual, NGO or small
Infographics þ business making an effort to help their community.
Video content
þ The site also includes an interactive map with a range of
Images case studies of those helped by Nestlé’s CSR efforts.
þ
Data Though there is no option to comment directly on the site,
visualisation þ its Twitter and Facebook are frequent updated and allow
Customisable ý users to engage and debate issues, such as palm oil.
reports

The Global Social Media and CSR Report | 21

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.

Johnson & Johnson’s PDF downloads from the main site

Interactive and
highlight its CSR plans and display the results in
shareable content
infographic form.
Infographics þ The ‘J&J BTW’ blog has a more casual approach, giving
Video content
þ Johnson & Johnson a personable voice and discuss
Images issues or criticisms of the company, as well as allowing
þ readers to comment.
Data
visualisation þ Both the blog and main site link to social channels,
Customisable ý including YouTube, Facebook and Twitter, which are
reports regularly updated.

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.

The IBM CSR report is packed with infographics and

Interactive and
interesting data visualisation viewed using a slide bar of
shareable content
images. There is also an interactive map for global
Infographics þ citizenship.
Video content
þ The ‘Smarter Planet’ blog discusses how technology
Images affects the future of the world and the people in it. There
þ are Twitter and Facebook accounts linked with the blog,
Data
visualisation þ which are updated regularly with discussion, image and
videos. Fans of the blog interact more with the social
Customisable ý channels than with the blog itself.
reports

The Global Social Media and CSR Report | 22

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’.

Wells Fargo’s site discusses several of its commitments,

Interactive and
including building housing, providing grants for
shareable content
communities and improving the environment. Results of
Infographics ý these campaigns are also supplied.
Video content
þ The blog allows users to give feedback and debate issues
Images with members of the Wells Fargo company. The blog
þ mainly discusses ways in which Wells Fargo is improving
Data
visualisation þ the environmental impact of the company, as well as
highlighting ways individuals can improve their carbon
Customisable ý footprint. The blog features videos, image and polls to get
reports
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.

The main site provides a range of channels for users to

Interactive and
engage with and share content. These focus around
shareable content
providing information on technological advances and
Infographics þ about Cisco.
Video content
þ The blog has embedded several social apps, such as a
Images way to see how many views each post has (one with over
þ 45,000) and share buttons for Facebook and Twitter with a
Data
visualisation þ tally of how many times each post has been shared.

Customisable ý The blog has several authors, and the topics discussed
reports range from news about Cisco’s CSR commitments to
advice about technology.

The Global Social Media and CSR Report | 23

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.

Novartis discusses its patient-centric approach to

Interactive and
research and development as well as the ethical
shareable content
considerations in business conduct. Along with support
Infographics ý for patients and communities and environmental care.
Video content
þ Both the YouTube and Facebook channel are kept
Images regularly updated. The YouTube channel in particular has
þ drawn 820 subscribers with the most popular video
Data
visualisation þ gaining over 27,000 views. The videos are well produced,
and give Novartis a chance to inform users on the
Customisable ý company, and voice its side of the story on controversial
reports
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.

Intel’s social media channels are regularly updated with

Interactive and
news, including that from the CSR team. The CSR blog
shareable content
receives weekly updates, and discusses current
Infographics þ campaigns and milestones, as well as more personal blog
Video content posts from staff on the CSR team. The dedication of the
þ staff at Intel is evident on the CSR blog.
Images
þ A recent blog post also stated that the team are working
Data
visualisation þ on a ‘bite size’ additional CSR annual report, to allow
readers to get the main facts and results without reading
Customisable ý through the longer report. This will expand on the use of
reports
data visualisation in the main report.

The Global Social Media and CSR Report | 24

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

The Citigroup blog covers a range of topics, including

Interactive and
affordable housing, helping homeowners and campaigns
shareable content
from the Citigroup foundation.
Infographics ý The blog features image and video content, and also
Video content
þ allows users to privately submit questions and
Images suggestions to provide input into Citigroup in their
þ development. The employee image ‘tiles’ in the
Data
visualisation ý background link to case studies and videos.

Customisable ý The main site offers regular press releases with Citigroup’s
reports CSR and pro bono efforts. The Twitter feed promotes
these news releases, along with blog posts.

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

The global site provides information on the 11 global goals

Interactive and
set out by Pepsico in 2009 to provide support for those in
shareable content
both developed and developing countries.
Infographics þ The site provides updates on the CSR development in
Video content
þ human, environmental, talent and sourcing sustainability,
Images with video to show progress.
þ
Data The Indian site has many location specific aims. Viewing
visualisation þ this on the site provides readers with interactive data
Customisable ý visualisation on the progress and strategy for the
reports campaigns, such as water aid, farming and healthy
children.

The Global Social Media and CSR Report | 25

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

Telefonica’s CSR site is a separate site from the main site,

Interactive and allowing it to focus directly on its campaigns, results and
shareable content provide a wealth of content and sustainability. This
Infographics ý includes information on Telefonica’s drive towards
Video content sustainability, their culture of responsibility, environmental
þ and climate change issues, social innovation and
Images
þ transparency.
Data
ý The blog is another separate site, providing up to date
visualisation
news, images and videos, along with feeds from its Twitter
Customisable ý and Facebook streams as well as a calendar with
reports 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.

GlaxoSmithKline’s CSR section of the site provides an in-

Interactive and
depth look at each section covered in the report, with
shareable content
options to download specific sections or the full
Infographics ý document.
Video content
þ The ‘More then Medicine’ blog gives GlaxoSmithKline
Images chance to demonstrate their CSR commitments, such as
þ training medical staff in developing countries and
Data
visualisation þ providing a ‘smile’ for babies born with cleft lip palates.

Customisable ý The posts are promoted on the GlaxoSmithKline Twitter

reports and Facebook streams.

The Global Social Media and CSR Report | 26

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

Sanofi’s CSR activities focus around three campaigns; the

Interactive and
fight against malaria, the value of vaccines and diabetes.
shareable content
Infographics Each campaign has a section on the site, providing insight
ý into what Sanofi is doing to help and promote the causes
Video content
þ with accompanying videos, interviews and case studies.
Images
þ The ethics and responsibility section of the site discuss
Data the campaigns around access to medicines, sustainability
visualisation ý and social responsibility. Sanofi also has the Sanofi Espoir
Customisable ý Foundation, aiming to reduce world health inequalities.
reports

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

The philanthropy section on the main site includes a film

Interactive and
and presentation around the efforts of the BNP Paribas
shareable content
Foundation, which aims to support research projects in
Infographics ý the medical and environmental field and support the arts.
Video content
þ The blog, ‘Committed for a Changing World’, discusses
Images issues such as culture, diversity, education, environment,
þ health and sustainable finance. The blog is updated by a
Data
visualisation þ range of team members and the posts are promoted
through the social media channels.
Customisable ý
reports The blog invites readers to get involved, either in
discussions, feedback or as a contributor.

The Global Social Media and CSR Report | 27

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

Verizon’s corporate responsibility site section

Interactive and
demonstrates the actions being taken in recent
shareable content
campaigns, including donating handsets to domestic
Infographics ý violence victims, investing in education, helping to make
Video content the internet a safer place and reducing its carbon
þ footprint.
Images
þ Verizon also has a separate responsibility blog, which is
Data
visualisation þ written by high-ranking members of the Corporate
Responsibility team and Verizon Foundation. The blog
Customisable ý documents work Verizon has been doing, along with a
reports
‘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.

The Schlumberger main site highlights its CSR efforts in

Interactive and
climate change, environment, driving safety, malaria
shareable content
prevention, HIV/AIDS and education. The malaria action
Infographics ý includes equipping employees in risk countries with
Video content prevention programs and kits.
þ
Images The education efforts include the SEED blog. SEED is a
þ volunteer-based education programme to educate
Data
visualisation þ underserved communities, which allows members to blog
and participate in forums, as well as meet students and
Customisable ý teachers, join collaborative projects and view online
reports
education resources.

The Global Social Media and CSR Report | 28

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.

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

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.

The McDonald’s CSR report discusses their goals for

Interactive and
nutrition and wellbeing, supply chain sustainability,
shareable content
environmental responsibility, employee experience,
Infographics þ community and GRI index. It also highlights the 2011-
Video content 2013 goals (which are displayed as progress bars in the
þ full report) and shows its process from ‘farm to front
Images
þ counter’.
Data
visualisation þ Its blog, ‘Open to Discussion’ is written by the vice
president and other employees at the company, who give
Customisable ý personal perspective on issues, challenges and engage in
\\ reports
dialogue with their audience.

The Global Social Media and CSR Report | 29

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

Interactive and AstraZeneca outlines its community support on its main

shareable content site, which is divided into charitable donations and
employee volunteering. The charitable donations area
Infographics ý allows NPOs and charities local to AstraZeneca’s key sites
Video content to apply for support in promoting health care in the local
þ
Images community and promoting science education and skills.
þ
Data Employees are also encouraged to volunteer in their
visualisation ý communities and their stories are shared in the
‘AZHealthConnections’ blog. The blog also provides
Customisable ý
reports 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.

SAP supports several programs as part of its CSR

Interactive and
campaign, including scholarship, partnership, community
shareable content
involvement, university alliances and matching gift
Infographics ý programs.
Video content
þ SAP also has a ‘Community Network’, which allows users
Images to build networks and gain insight and information from
þ experts, as well read the SAP blog, articles and podcasts,
Data
visualisation þ create their own blog, contribute in forums, access the
eLearning and downloads section and view career advice
Customisable ý and upcoming events.
reports

The Global Social Media and CSR Report | 30

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

Interactive and Allianz use interactive graphics and data to allow its
shareable content audience to see the actions and results of its sustainability
in practice, such as view graphs and charts of several
Infographics þ issues, including the company’s greenhouse gas
Video content emissions.
þ
Images The ‘Knowledge Blog’ discusses a range of topics, from
þ
Data financial issues to climate change and alternate energy
visualisation þ sources. Audiences can interact and pick topics to be
discussed in future posts, as well as subscribe to news
Customisable ý
reports 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.

Interactive and Bradesco has a specific page on its website, which is

shareable content based on their CSR.
Infographics þ The social- environmental responsibility outlines its
Video content strategies and reviews its sustainable finance, responsible
þ management and social-environmental investments.
Images
ý The podcasts allow audiences to learn about what it is
Data
ý doing as part of its CSR.
visualisation
Customisable ý
reports

The Global Social Media

ýand CSR Report | 31
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.

Interactive and Bayer has a Facebook fan page for its sustainability
shareable content actions. The page gives people the details of each step it
take to being sustainable and how they incorporate CSR
Infographics þ in the everyday running of the organisation.
Video content
ý The ‘Bayer Climate Program’ is linked directly through the
Images Facebook page and contains updated news, links and
ý
Data reports on its CSR efforts.
visualisation þ
Customisable ý
reports

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.

Home Depot uses Facebook and Twitter as a regular way

Interactive and
of communicating its on-going CSR behaviour and
shareable content
actions.
Infographics ý It has an extremely social presence, which displays its
Video content
þ progress and attitude surrounding CSR.
Images
þ It currently has an on-going site dedicated to ‘The Home
Data Depot Foundation’, giving knowledge to audiences about
visualisation þ its initiatives.
Customisable ý Its content includes new and on-going work to benefit
reports
disadvantaged families at their homes as part of its CSR.

The Global Social Media and CSR Report | 32

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

Interactive and BBVA engages with its audiences using its YouTube
shareable content channel. Its Twitter allows audiences to follow and hear
the latest news.
Infographics
ý BBVA also provides a large amount of information based
Video content
þ on its CSR on a separate page linked through its
Images homepage. This allows reports to be downloaded and
þ transparently lists information about its CSR policies,
Data
visualisation ý intentions and actions.
Customisable ý
reports

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

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

The Global Social Media and CSR Report | 33

ý
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.

Interactive and Its blog, ‘Lilly Pad’, uses a link to directly contact people
shareable content with its Twitter. This allows the latest post to be easily
accessed, shared and replied to.
Infographics ý
Eli Lilly’s Twitter page is based upon its CSR and has
Video content
þ become a source for voicing and discussing the way it
Images acts and intends to act in future events and campaigns.
þ
Data
visualisation ý
Customisable ý
reports

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

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

The Global Social Media and CSR Report | 34

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

Novo Nordisk uses Twitter as the official Novo Nordisk

Interactive and
voice, tweeting about corporate sustainability and social
shareable content
responsibility.
Infographics ý The Twitter feed is used as a platform for discussion and
Video content gives direct links for followers so they can access the
þ
Images information about the company’s activities.
þ
Data
visualisation ý
Customisable ý
reports

ý

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.

Reckitt Benckiser blog, ‘My RB Opportunity Blog’, has

Interactive and
dedicated posts on CSR and the actions it takes to ensure
shareable content
it remains a socially and environmentally friendly
Infographics ý company.
Video content
þ The blog is a useful in providing people with information
Images on what Reckitt Benckiser does as part of its CSR. The
þ blog also forms a base where on-going progress or
Data
visualisation þ actions can be updated and followed step by step.

Customisable ý
reports

The Global Social Media

ýand CSR Report | 35
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’.

Monsanto uses videos and podcasts as a platform to

Interactive and
show its audience speeches and presentations regarding
shareable content
its efforts for improving farming.
Infographics þ
Some of the content includes interviews and guest
Video content þ speakers, which are the supported farmers themselves.
Images This is visual evidence of part of Monsanto’s
þ
Data ‘commitment’ pledge, which is to consider farming
visualisation þ families when making changes.

Customisable ý Monsanto also link to their microsite, giving in-depth

reports 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.

The site looks at the different projects, which it has

Interactive and
developed as part of Sony’s CSR. Different Sony
shareable content
employees who have been involved in projects write this
Infographics information.
þ
Video content The use of the images, which included the employees in
þ
Images action during the projects, gives visual understanding of
þ its efforts.
Data
visualisation þ RSS feeds are optional for news releases and highlights
Customisable ý strong online engagement between Sony and its
reports stakeholders.

The Global Social Media and CSR Report | 36

ý
Vivendi
Vivendi is active on YouTube and Twitter, and
also has created the ‘Vivendi Joy Fund’ to
oversee CSR activities.

Vivendi’s CSR program ‘The Vivendi Joy Fund’ uses its

Interactive and
microsite to tell stakeholders of the different development
shareable content
and contributions to the society and environment.
Infographics ý The Vivendi Joy Fund supports NGO projects in several
Video content
ý regions: USA, Great Britain, France and Africa in Morocco,
Images Burkina Faso and Mali.
þ
Data Each region has its own section, which is filled with
visualisation þ images, introductions and reviews on what Vivendi have
Customisable ý done.
reports

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

Interactive and The CSR section details the different aspects of Maersk’s
shareable content CSR involvement and how it uses it in business.

Infographics It also involves reviews on each area that it has focused

þ
on and what has been implemented in each area to
Video content
þ involving ensure maximum levels of CSR are being
Images achieved.
ý
Data Attached to these sections of the microsite are reports
visualisation þ
and ‘read more’ sections, which give further detail.
Customisable ý
reports

ýand CSR Report

The Global Social Media | 37
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

Interactive and
through the use of videos, photos, reviews and reports.
shareable content
Infographics These are primarily linked through the microsite ‘The
ý VINCI Foundation’. This site allows its audience to be
Video content more informed the CSR it has implemented.
þ
Images
þ The updates using video and photo are good for providing
Data visual evidence to support its pledges.
visualisation ý
Customisable ý
reports

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.

FedEx’s blog ‘The Blog’ explores and allows viewers to

Interactive and
follow vital events and projects, which take place within its
shareable content
business.
Infographics þ The majority of content focuses on CSR using
Video content
þ ‘Community Involvement’ and ‘Earth Smart’ sections.
Images
þ The blog includes company information, including
Data employee and guest posts. Events and activities are
visualisation þ updated and reviewed by those at FedEx who participate.
Customisable ý Video and images are used, to give readers a visual idea
reports of the company’s progressive efforts.

ý
The Global Social Media and CSR Report | 38
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

The Standard Bank blog is a platform for updates and

Interactive and
news for its stakeholders with a wide range of topics.
shareable content
However, it uses it to discuss and inform people of the
Infographics ý CSR actions in place and their intentions.
Video content
þ The Standard Bank team updates the posts on a regular
Images basis.
þ
Data They use social networking as another form of interaction;
visualisation ý this also creates discussion and shows their interest in
Customisable ý involving and listening to their stakeholders.
reports

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.

ICICI Foundation for Inclusive Growth (ICICI Foundation)

Interactive and
microsite explains its intentions to help low income Indian
shareable content
households.
Infographics þ Its social interaction allows others to see the work and
Video content
þ progression on the foundation and understand why ICICI
Images is implementing this. Twitter, Facebook and YouTube
þ allow people to keep informed and follow steps the
Data
visualisation ý foundation takes.

Customisable ý ICICI also includes publications and images, so that

reports others are involved in part of their journey as they aid low-
income households across India.

The Global Social Media and CSR Report | 39

Exxon Mobil
Exxon Mobil uses video, Twitter and blogging to
voice its views and interact with its stakeholders.

Interactive and ExxonMobil's ‘Perspectives’ blog is written and updated

shareable content by Ken Cohen, Exxon Mobil’s vice president of public and
governments affairs. The blog allows Ken to share news
Infographics ý about Exxon Mobil’s work around the world.
Video content þ
Images It uses the official Twitter page to update people on the
þ latest news regarding Exxon Mobil’s Perspectives.
Data
visualisation þ
There is also an option to follow its news and update
Customisable ý through RSS, which helps provide maximum interaction.
reports

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.

The Azim Premji Foundation is core to Wipro’s CSR

Interactive and
activity and remains its main focus to ensuring CSR is
shareable content
implemented within the company.
Infographics ý Wipro also uses Facebook to interact with its stakeholders
Video content
ý and update them on the latest news.
Images
þ The foundation site is clearly linked on the main
Data homepage of Wipro and consists of downloadable reports
visualisation þ and images of the work it does regarding CSR.
Customisable ý
reports

The Global Social Media and CSR Report | 40

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

Centrica’s responsibility section is a large part of its main

Interactive and
site. The page indicates all aspects of its CSR involvement
shareable content
and uses different types of social interaction to provide
Infographics
ý stakeholders with information.
Video content The page also provides downloadable reports, carbon
þ
Images mapping, a corporate responsibility strategy pyramid and
þ a data centre to show a breakdown of its CSR activities.
Data
visualisation þ The use of social interaction channels the vast majority of
Customisable þ data into an accessible form. Centrica’s blog provides a
reports 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.

Applied Materials has a range of contributors who blog

Interactive and
about CSR. The media relations team focus primarily on
shareable content
the social networking of the company and therefore
Infographics ý ensure that CSR is visible through different social
Video content interaction accounts.
þ
Images The Applied Materials blog is dedicated to a global
þ discussion about the ideas, actions and products
Data
visualisation ý changing the world as we know it.

Customisable ý It is also used to provide a platform for discussion on the

reports importance of implanting CSR and giving details of what
the company does.

The Global Social Media and CSR Report | 41

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.

Interactive and ‘Staples Soul’ is the blog where the majority of CSR
shareable content information is found.

Infographics The blog is details the efforts and contributions made to

þ
support communities and is updated regularly with news
Video content
ý and updates.
Images
ý Facebook forms a platform for discussion and allows
Data Staples to provide information on a continuous basis to its
visualisation þ growing Facebook audience.
Customisable þ
reports

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.

Aviva’s CSR page discusses the approach and ethics

Interactive and
behind the company as well as detailed descriptions and
shareable content
case studies to their effort to support individuals and
Infographics ý communities, such as the ‘Streets to School’ campaign,
Video content which is active in several countries. There is also
þ information about charity partnerships Aviva have
Images
þ attained.
Data
visualisation ý Aviva also have a team blog authored by the CSR
Director, which documents events and campaign updates.
Customisable ý The site also lists specific corporate responsibility
reports
contacts for those with queries or issues.

The Global Social Media and CSR Report | 42

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.

The Global Social Media and CSR Report | 43

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

Image attributions from Creative Commons Licensed Images:

World Pyro Olympics 08 – Vince Foz http://www.flickr.com/people/vp_foz/
Los Angeles Downtown http://www.flickr.com/people/20377560@N05/
Leeds at night – Rick Harrison http://www.flickr.com/people/sovietuk/
New York City – Kaysha http://www.flickr.com/people/kaysha/
Shanghai Parliament House – William Cho - http://www.flickr.com/people/adforce1/

The Global Social Media and CSR Report | 44