Crowdsourcing and Social Meida in CSR

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Table of Contents

• Research Methodology 3

• Executive Summary

• Strategic Implications

4

5

• Detailed Findings

• Respondent Profile

6

15


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.


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.


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.


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%

Very valuable

Somwhat valuable


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)*

1%

16%

22%

25%

36%

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

* NOTE: Questions only asked of those who use crowd sourcing (N=96)


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

1%

18%

19%

21%

23%

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

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)


Does your company use social media to communicate

about your CSR or pro-social efforts?

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.

Most often organizations that use social media see

Facebook as the most valuable social

media platform.

(Net: Valuable, N=156)

13%

37%

23%26%

Yes, extensively Yes, moderately Yes, minimally No

67%60% 58%

46% 44%

Facebook Blogs LinkedIn Twitter FourSquare


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.

38%

29%

11%

7%

7%

1%

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

Overall, what do you see as the primary value of social media tools to CSR or pro-social programs?


-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

influencers24%

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?


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.


-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.


Appendix: Respondent Profile


Respondent ProfileJob Title

EVP/SVP/VP/Director of Communications 36%

EVP/SVP/VP/Manager of Community Relations 25%

CEO/President/Executive Director of Corporate

Foundation14%

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

efforts38%

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%


FOR MORE INFORMATION:

PAUL MASSEY, 202.585.2799

[email protected]

STEPHANIE BLUMA, 202.585.2755

[email protected]

COLIN MOFFETT, 202.585.2045

[email protected]

VICTORIA SNEED, 202.585.2814

[email protected]

JONATHAN BENTLEY, 202.585.2732

[email protected]

KRC Research

700 13th Street NW

Washington, DC 20005

mailto:[email protected]





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Crowdsourcing and Social Meida in CSR