Table of Contents
3 4 5 6 15
Research Methodology Executive Summary Strategic Implications Detailed Findings Respondent Profile
Dates of interviews: Survey mode: Sample: October 6th ± October 22nd, 2010 Telephone 216 Fortune 2000 Corporate Executives with Program or Communications Oversight for Corporate Philanthropy, Social Responsibility & Community Relations +/- 6.8 percentage points at the 95% confidence level Numbers may not total 100% due to rounding.
Margin of error: Notes:
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.
Crowdsourcing is not the next ³big 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.
Value of Crowdsourcing Recognized
A sizable 44 percent have used crowdsourcing; Of those executives, 95 percent feel it has benefits for their company.
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)*
50% Very valuable
Yes, 44% No, 55%
45% Somwhat valuable
Impact of Crowdsourcing
The 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)*
It surfaces new perspectives and diverse opinions 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 Other 1%
36% 25% 22% 16%
* NOTE: Questions only asked of those who use crowd sourcing (N=96)
www.krcresearch.com impact.webershandwick.com 7
Future Use of Crowdsourcing
Interestingly, of those who have not used crowdsourcing, 43 percent anticipate it could bring value to their company¶s future CSR efforts.
How valuable do you feel crowdsourcing is to your own organization¶s pro-social or CSR efforts? (N=120)*
Which of the following do you believe is the most valuable aspect of crowdsourcing? (N=120)*
It urfa e
ew er e tive a iver e o i io
23% 2 9 8
Very valuable Somwhat valuable Not too valuable Not at all valuable
It bri ew e er y i to the ro e of e erati i ea a e a eme t It i vite lie t a u tomer from o tra itio al our e to o tribute to i ea a o i io It' a way to buil e a eme t a relatio hi with ey au ie e Other
15 percent said they did not know how valuable crowd sourcing could be.
* NOTE: Que tio
o ly a e of tho e who o ot u e row
Social Media Widely Used in CSR Communications
7 in 10 executives say their company uses social media to communicate about CSR efforts with Facebook seen as the most valuable platform.
Does your company use social media to communicate about your CSR or pro-social efforts? Most often organizations that use social media see Facebook as the most valuable social media platform. (Net: Valuable, N=156)
37% 23% 13% 26%
58% 46% 44%
Yes, extensively Yes, moderately Yes, minimally
Primary value of Social Media in CSR Efforts
Nearly 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.
Overall, what do you see as the primary value of social media tools to CSR or pro-social programs?
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
Impact of Social Media on communications
Most feel social media has the greatest impact on the quality of CSR communications with consumers.
In general, is social media changing the way your company communicates about your CSR or prosocial programs with« What impact has social media had on the quality of your communications with the following audiences?
NET No Positive Impact
% Yes Consumers 49%
-1% -2% -2% -1%
Media Nonprofit partners Policy makers and influencers
Policy makers and influencers
-1% -2% 9%
Driving Awareness of CSR
Executives see integrated communications, including social media, as a priority, underscoring the importance of aligning community outreach, executive visibility and earned media efforts.
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.
48% 32% 31% 22% 43% 41% 49%
Executive outreach Social media
Not at all effective
Not too effective
Driving Engagement in CSR
Executives 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.
NET Effecti e 83%
5% 30% 27% 22% 1% 6% %
Ex cuti outr ach Social media
- % -1 %
Not at all effective
Not too effective
Appendix: Respondent Profile
EVP/SVP/VP/Director of Communications EVP/SVP/VP/Manager of Community Relations CEO/President/Executive Director of Corporate Foundation EVP/SVP/VP/Director of Corporate Social Responsibility (CSR) EVP/SVP/VP/Director of Social Media Chief Financial Officer (CFO) Other 36% 25% 14%
Main Focus/Responsibility Communications overall Community relations Corporate social responsibility Corporate philanthropy Social Media Other Primary Focus on Corporation¶s CSR Work
Environmental sustainability 22% 10% 10% 10% 9% 7% 4% 26% 1%
33% 23% 19% 19% 6% 0%
7% 4% 2%
Economic development Education Global development Children and family issues Health and nutrition Arts and culture
Role in Organization¶s Communications Efforts Part of a senior team responsible for CSR efforts Influential by giving input on CSR efforts Directly manage or oversee all CSR efforts
Multiple issue-focused Other
Male Female 51% 49%
FOR MORE INFORMATION: PAUL MASSEY, 202.585.2799 email@example.com STEPHANIE BLUMA, 202.585.2755 firstname.lastname@example.org COLIN MOFFETT, 202.585.2045 email@example.com VICTORIA SNEED, 202.585.2814 firstname.lastname@example.org JONATHAN BENTLEY, 202.585.2732 email@example.com KRC Research 700 13th Street NW Washington, DC 20005
This is a presentation of the results of the study which was conducted last October by the PR firm‘s Social Impact speciality group in partnership with KRC Research. This presentation consists of the research methodology, executive summary, strategic implications, detailed findings, and the respondent profile.
The following strategic implications were drawn:
1. Crowdsourcing is a key area to explore in 2011, if it's not yet a part of your CSR communications.
2. Social media channels should be strategic priorities for communicating CSR efforts to stakeholders.
3. CSR programs have the potential to increasingly be characterized by creative efforts to engage consumers via social media, given its demonstrated value.
4. 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.