CSR Online Awards 2011 Europe Executive Summary

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Lundquist CSR Online Awards 2011Europe 10024 October 2011

Europe’s biggest companies are failing to transform non-financial reporting into effective and dynamic online communications, missing a chance to build credibility and engage stakeholders on the web.

Centrica, Deutsche Post and Telecom Italia stand out for best online CSR communications

The CSR Online Awards, conducted annually by communications consultancy Lundquist, has examined how Europe’s largest listed companies communicate corporate responsibility online.

While reporting of environmental and social information has become standard practice for Europe’s top 100 firms, the study shows many are failing to build trust in online audiences because they don’t use the web to communicate critical and compelling evidence behind their commitments to responsibility or sustainability. Although websites are elegant and efficient, companies are missing the opportunity to build relationships through interactivity, ongoing engagement and effective use of social media.

The CSR Online Awards – now in its fourth year – assessed the corporate websites of the largest companies in Europe using an evaluation protocol of 79 criteria, totalling 100 points. The criteria were drawn up on the basis of a survey of more than 310 CSR professionals, sustainability experts and stakeholder representatives in 37 countries.

The CSR Online Awards Europe 100, published today, identified UK utility Centrica as the best company for online CSR communications, with a total of 84 points. It was closely followed by German mail and logistics company Deutsche Post DHL, which scored 82.5, and Italian phone company Telecom Italia in third position with 82. Rounding out the top 10 (in descending order) were Eni, Nestlé, UniCredit, Enel, E.ON, Intesa Sanpaolo and Siemens. The average score was 50 points.

Assessing online CSR

communications based on

stakeholders’ needs

3rd Lundquist CSR Online Awards Seminar – VeniceThe 3rd Lundquist CSR Online Awards Seminar will be held in Venice on 27-28 October, bringing together representatives from more than 50 companies across Europe plus internationally renowned speakers and case studies, all focused on a discussion of the future of corporate responsibility on the internet.

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CSR Online Awards 2011:

Europe’s first study of online CSR communications4th edition220+ companies evaluated in Europe: rankings for Austria, Europe 100, Germany, Italy, Nordic region, Switzerland and UK79 evaluation criteria100 points maximum50 points average score for Europe 100312 responses to survey from CSR experts in 37 countries


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CSR Online Awards 2011: evaluating the effectiveness of corporate responsibility communications

The Lundquist CSR Online Awards has examined how Europe’s biggest companies are communicating corporate responsibility online, on the basis of the needs of key users and stakeholders. The study found that many firms are failing to build trust in online audiences because they don’t use the web to communicate the critical and compelling evidence behind their commitments to responsibility or sustainability.

All of Europe’s top 100 firms are reporting on environmental and social impacts, but the study shows that few of them leverage this wealth of information to communicate a convincing, transparent story of their non-financial performance to a wide range of stakeholders. Although websites are elegant and efficient, companies rarely use them to build relationships through interactivity, ongoing engagement and dialogue, and effective use of social media.

“Companies are doing a decent job of inserting into their corporate websites a range of social and environmental content, mostly derived from their reports,” said James Osborne, head of CSR communications at Lundquist. “But in an environment of deep suspicion about claims to corporate responsibility or sustainability, companies need to build a dynamic and interactive relationship with online audiences – even in social media – by providing a more candid, credible and engaging account of their activities, updated on a regular basis.”

The CSR Online Awards, conducted for a fourth year by communications consultancy Lundquist, examined how the corporate websites of the 100 biggest companies in Europe (members of the FTSE Eurotop 100 index) are used as a platform for CSR communications and

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CSR Online Awards 2011: facts & figures

220+ companies evaluated across Europe7 national and regionals rankingsEach site evaluated twice (top performers a third time)6 hours on average spent analysing each corporate website1,320 hours of evaluations34,800 judgements madeHundreds of best practice examples identifiedTeam of 7 people dedicated to the research

stakeholder engagement. The ranking is supplemented by six country and regional studies (Austria, Germany, Italy, Nordic, Switzerland, UK), for a total of more than 220 companies analysed.

Each website was assessed using a set of 79 evaluation criteria (vs. 77 in 2010), drawn up on the basis of a survey of more than 310 CSR professionals, sustainability experts and stakeholder representatives from 37 countries. The criteria were grouped into 12 sections and three macro-areas: Contents, User experience and Ongoing engagement.

Results of the research: the challenge of building trust

The CSR Online Awards 2011 found that non-financial reporting – whether in a standalone report or integrated into the annual report – has become standard practice for Europe’s biggest companies. Among those assessed in the Europe 100 ranking, all provided some form of social and environmental reporting on their corporate website and four out of five have a CSR section at the first level of navigation of their corporate website.

The average of the 100 companies taken into consideration was 50 points, in line with the average performance of leading European companies in 2010 (68 companies in the Europe 100 ranking were evaluated as part of the CSR Online Awards 2010, scoring on average 50.1 points).

Websites performed best in terms of navigability and usability as well as disclosure-driven and static social and environmental content; the weakest areas regarded information for socially responsible investors as well as interactivity, news, dialogue and contacts.

Top performers in…

Overview: Centrica, Deutsche Post (9 out of 9)

Reporting: BP (11.5/12)

Ethics & governance: Enel (6.5/6.5)

Social: Telecom Italia (12.5/12.5)

Socially responsible investment: Nestlé (6/6)

Navigability & usability: Eni, BBVA, Lafarge (11.5 / 12.5)

Interactivity: Nestlé, Nokia (6.5/8)

Dialogue & contacts: Intesa Sanpaolo (9.5/9.5)


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Chart 1: Maximum score and European average in three macro-areas of evaluation protocol

Source: Lundquist CSR Online Awards 2011

In terms of content, companies scored on average 51% of the maximum, thanks above all to the core social and environmental information available. However, many companies lack the critical information that demonstrates an honest and open attitude to corporate responsibility, rather than a more limited, disclosure-driven approach (see boxes).

In terms of reporting, the research found that a majority of companies are now presenting their non-financial reports online, rather than only in PDF. But this drive towards online reporting is not always catering to the specific needs of online audiences that have emerged from our surveys of CSR professionals and experts.

The research found that 16% of companies are now reporting directly within the corporate website pages, an optimal solution known as web-based reporting, which saves users having to navigate both the corporate website and the report.

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13

Content

User experience

Ongoing engagement

0 10 20 30 40 50 60

29,8

12

8

58

18,5

22,5Average scoreMaximum score

Disclosure-based content provided…

Two thirds of companies have CSR report archive going back at least five years

81% have information about their climate change strategy

78% have a human rights statement or policy

…but critical content missing

65% of companies fail to explain on their site reporting guidelines used (if any)

48% offer no information on the site about external assurance

49% have information on their whistle-blowing process but only 17% provide figures for the number of cases reported

59% have no information on their performance in a sustainability rating

Nine of the top 20 companies in the European ranking have adopted web-based reporting.

Another 39% of companies present an online version of their CSR report (or of their integrated annual report) with 43% sticking to a PDF-only version. One company was penalised for not explaining anywhere on its website that its non-financial reporting was included in its annual report (provided in online version).

Chart 2: Breakdown of non-financial report by format (including integrated reports)


A number of companies are greatly reducing the information provided in the corporate website section and focusing their online strategy almost entirely on the HTML version of their report.

“Given the evidence that few stakeholders read reports and the message we’ve received in our surveys from users of this information, companies adopting this solution have been penalised in our research,” commented James Osborne. “A once-a-year report is unlikely to be the most effective online channel for a wide range of stakeholders.”

As regards the two other macro-areas, companies continued to perform strongly on user experience (scoring on average 65% of points available). But the greatest weakness was found in ongoing engagement, with a lack of news and resources, interactive functionality and use of social media, contact details and information about stakeholder engagement (see box).

These are aspects that are critical to constructing a compelling account of a company’s CSR, build a relationship with stakeholders and provide them with much sought-after regular updates.

“Providing ample information about non-financial performance is a great step forward compared with the past, but it’s not enough to build trust among stakeholders,” said Joakim Lundquist, founder of

Onlineversion(39.4%)

Web-based(16.2%)

PDF only(43.4%)

Report notindicated

(1%)


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Lundquist Srl. “To be credible online, companies need to be proactive and responsive, reaching out to audiences with engaging, multimedia content and opening themselves up to dialogue.”

Weaknesses in ongoing engagement:

37% of companies make no use of video

Only 22% of companies explicitly use social media for CSR

44% make virtually no use of charts and diagrams

61% provide no information about stakeholders’ opinions

22% give no feedback channels

Top performers in online CSR communications

Centrica, with 84 points out of 100, came top in the inaugural pan-European ranking of the CSR Online Awards, with a website that performed strongly in virtually all sections of the evaluation protocol. Thanks to a web-based reporting format, the company provides a vast range of relevant information directly in the corporate website, supported by web-based dialogue (blogs, web chats, social media) as well as news, video, case studies and interactive charting.

Centrica’s Responsibility index page

www.centrica.co.uk

Deutsche Post finished in second place with 82.5 points thanks to a vast but user friendly Responsibility section. Also featuring a web-based report, the site is replete with news updates, a dedicated section on performance and nice touches such as an embedded glossary, a CR playlist on YouTube and ample links across the different sections.

Index page of Deutsche Post’s Responsibility section

www.dp-dhl.com

Telecom Italia clinched third place with 82 points, up 13 points from 2010 with a Sustainability section of its corporate website running to well over 100 pages. The company provides detailed information about its non-financial performance – scoring full points in both the environment and social sections of the research – as well as offering stakeholders ample interactivity, including its avoicomunicare blog.

Index page of Telecom Italia’s Sustainability section

www.telecomitalia.com


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Fourth place in the Europe 100 ranking was taken by Italian oil and gas company Eni, the winner of the CSR Online Awards “Global Leaders” in 2009 and 2010, on 79 points. Swiss food company Nestlé was in joint fifth place scoring 74.5 points, together with Italian bank UniCredit.

Enel, the Italian utility, finished in seventh (74 points), followed in joint eighth on 71.5 points by its German energy rival E.ON and Italian bank Intesa Sanpaolo, which notched up an impressive increase of 29.5 points compared with 2010. Rounding out the top 10 was Siemens, the German industrial group, which scored 68.5 points.

CSR Online Awards Survey 2011: Building trust in online audiences

The Lundquist CSR Online Awards Survey 2011 was conducted to understand how CSR professionals – people who work regularly on corporate responsibility and sustainability issues – use the internet to get information and exchange views. Following last year’s focus on stakeholder engagement and social media, the 2011 questionnaire examined what elements of online communications help build trust and confidence in users.

A total of 312 people answered the survey, an increase of 22% from 2010 and bringing to more than 800 the number of responses received over four years of surveys. The questionnaire launched on 23 May 2011 drew responses from 37 countries with 58% coming from continental Europe, 14% from the US and Canada, 10% from the UK and Ireland, 7.4% from Nordic countries and 10% from the rest of the world.

A full 71% of respondents worked outside of major corporations, being journalists, sustainability consultants and sustainability rating analysts as well as people working in academia, think tanks, industry associations and NGOs.

While previous surveys have captured the scepticism and mistrust with which many people treat companies’ social and environmental claims, this year’s study sought to identify aspects that make online content more authoritative, credible and reliable in the eyes of its users.

Chart 3: What gives greatest confidence when assessing online CSR information? (%age of 166 non-corporate responses, two choices allowed)

Key findings

>> Half of respondents check corporate websites for CSR-related information at least several times a week, more than one in six doing so on a daily basis

>> The most important aspects for establishing trust and confidence in website users is adoption of international guidelines and frameworks, performance data and information about external assurance

>> Although the survey shows how online audiences are diverse with differing preferences, users repeatedly indicated the importance of data, targets, case studies, governance and policies, as well as information about the environmental impact of a company’s products or services

>> Almost half of respondents are very keen to have an ongoing flow of information from companies about their non-financial performance: they are looking for companies to respond to issues in the media or public debate and publish updated environmental data, press releases and case studies and be active in social media

>> There is widespread interest in stakeholder dialogue, how it influences the decision-making process and in hearing stakeholder points of view

>> YouTube is emerging to become one of the most used social media channels for CSR – second after LinkedIn – although Twitter is widely used by the most intense social media users; use of Facebook for CSR is growing too

A summary of the survey results will be sent to all respondents who requested a copy and published on the Lundquist website (www.lundquist.it/research).

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

43

38

32

25

24

22

13

4

Adherence to international principles/guidelines

Performance data

External assurance

Partnership with NGOs

Membership of sustainability index

Other

External experts’ perspectives

Quantitative targets

Source: Lundquist CSR Online Awards Survey 2011


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Methodology and approach

Assumptions behind the research

The CSR Online Awards are underpinned by a series of assumptions about the essential ingredients for communicating on the internet. These “pillars” of online CSR communications are the result of many years’ work with leading European companies on their web strategy and our annual surveys of CSR professionals, experts and stakeholders.

Six pillars of online CSR communications

Comprehensive: A website must satisfy all the requirements of its key users, eliminating their need to go elsewhere for infor-mation

Integrated: A website must work as a whole and communicate a coherent, interconnected story across its different sections (About us, CSR, corporate governance, IR, careers, etc.) and in related off-site channels (in social media in particular)

Open: Website content must be open to feedback, discussion and debate, including via social media, with companies demonstrating that outside opinions are heard and taken into consideration

User friendly: Users must be able to find what they are looking for through intuitive and jargon-free navigation, and content must be organised in an optimal way for on-screen reading

Engaging: A website should employ a range of multimedia tools – including video, animation, images, (info)graphics – to draw the audience in, tell a dynamic story

Concrete: Users want fact, relevant evidence as well as pertinent and credible data, not self-promotion, empty commit-ments and marketing messages

Developing the evaluation protocol

The evaluation criteria are based on a survey sent to CSR professionals, sector experts, stakeholder representatives as well as CSR managers of companies included in the study.

The aim of the annual survey is to identify the essential information these users look for online and monitor trends in the use of website content and social media.

Answers to the 2011 survey (excluding CSR staff and other corporate ‘insiders’) were analysed to revise existing criteria, create new ones and to calibrate the allocation of points so as to reward sites that best respond to user needs.

Feedback from the previous editions of the CSR Online Awards was also taken into consideration when revising criteria.

A total of 79 criteria were used (77 in 2010), divided into 12 sections and giving a total of 100 points. The evaluation protocol was divided into three macro areas:

>> Content (seven sections totalling 46 criteria and 58 points)

>> User Experience (two sections of 13 criteria for 18.5 points)

>> Ongoing Engagement (three sections with 18 criteria totalling 22.5 points)

This split reflects the fact that the most important aspect of online communication is content, but also that success involves using the internet effectively to make CSR information easily available and to facilitate interaction between website owner and user.

An extra point was available to reward useful information or interesting features of websites that were not covered in the criteria.

A penalty point was subtracted in the event of negative aspects that were not adequately penalised in the criteria, including out-of-date information, links to old reports and contorted navigation.

The evaluation protocol used in the CSR Online Awards is the same for all country and regional rankings, meaning that all results are directly comparable.

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Website assessments

The CSR Online Awards judges the quality of online corporate communications of publicly traded companies, organised into a series of national and regional rankings. Lundquist draws on recognised stock indexes to draw up its rankings and no company can opt in or out of its own accord.

In 2011, the focus has been concentrated on Europe with the creation of a new flagship ranking of the 100 biggest companies in the region. After two stimulating and eventful editions, we have discontinued the “Global Leaders” ranking, which included a selection of companies from the Dow Jones Sustainability Index.

This is because we believe that with the mainstreaming of environmental, social and governance disclosure, CSR information should be provided by all large companies and not be the preserve of a few “leaders”. To maintain a global outlook and capture wider trends, we will also undertake a ranking of top U.S. companies later in the year.

The rankings were defined as follows:

>> In Europe, all members of the FTSE Eurotop 100 Index as of 27 May 2011 (the index contained 106 securities and 100 companies, although Unilever was counted as two separate entities: for the purpose of our research, Unilever was counted as a single company having a single website)

>> In Austria, the 20 members of the benchmark ATX index as of September 2011, according to the Vienna Stock Exchange website

>> In Germany, the 30 components of the benchmark DAX index as of June 2011, according to the Deutsche Börse website

>> In Italy, the 50 largest companies by market capitalisation in the FTSE Italia All-Share Index as of the close of trading on 9 June 2011

>> For the Nordic region, the 40 members of the OMX Nordic 40 Index as of June 2011, as published on the NASDAQ OMX website

>> In Switzerland, the 20 members of the benchmark SMI index as of June 2011, as published by the SIX Swiss Exchange website

>> In the U.K., the 30 largest companies by market capitalisation in the benchmark FTSE 100 Index as of the close of trading on 9 June 2011


Changes to the criteria in 2011

As in past years, substantial changes were made to the evaluation protocol to make it better reflect user preferences and to keep pace with trends in online communications.

Above all, an effort was made to reward those companies providing the most critical information and reduce the weighting of criteria that add less value or have become more common practice.

Eight criteria were deleted from the protocol in 2011 and 10 new criteria were introduced, adding a net two new criteria.

The definition was revised for another 13 criteria while the scoring of a number of others was amended in light of responses to the survey.

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Macro area/Section Criteria Points

Contents

Overview 7 9.5

Reporting 6 12

Environment 7 8.5

Social 12 12.5

Ethics & governance 6 6.5

SRI 5 6

Conventions & associations 3 3

TOTAL 46 58

User experience

Navigability & usability 8 12.5

Visual communications 5 6

TOTAL 13 18.5

Ongoing engagement

Interactivity 7 8

News & resources 6 5

Dialogue & contacts 5 9.5

TOTAL 18 22.5

Commendable information 1 1

Penalty point 1 -1

GRAND TOTAL 79 100


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In total, about 220 websites were evaluated (+22% from 2010). The criteria were used to evaluate the English language version of the corporate websites of these companies with the exception of the Italian ranking, which evaluated the Italian version of the sites. The seven Italian companies included in the Europe ranking were evaluated in English only.

The assessments were carried out over a period stretching from late June to September 2011, with the official closing date of August 1 communicated to all companies in the research (October 7 for Austria). Each company’s website was evaluated twice by two different Lundquist analysts. Top-ranking companies were evaluated a third time.

The assessment was restricted to the CSR (or equivalent) section of the website to reflect the fact that this is a point of reference for users interested in these issues. Content outside of this area (for example, in corporate governance, investor relations or career sections) was evaluated only if there was a direct link from the CSR section to the relevant page or document.

Although this rule may seem restrictive, it aims to reward those websites that fully integrate CSR-related information, for example with cross-links. Given the size of many corporate websites, users should find the necessary “signposts” to find the information they are looking for. In the same way, the content of mini-sites was evaluated only in cases where users were clearly directed there in association with CSR-related information.

Where companies had more than one section of the website (at the same menu level) dealing with CSR-related issues, all of these sections were evaluated. For example, some companies split their information between Citizenship and Environment sections.

The contents of CSR reports (interactive or in PDF) were excluded from the assessments because the research aims to understand how corporate websites are used to communicate CSR to a broad audience and not to assess reporting per se.

As above, content was evaluated whenever a direct, specific link was provided to the relevant page or pages in the report as a way to guide users to further information (generic links to the report homepage or to entire sections were not considered). PDF documents now allow links to specific pages.

Report contents were evaluated directly only in the case of web-based reporting, when the report was fully integrated within the CSR section of the corporate website: this reporting format involves offering only one

online source of non-financial information (hence no conflict between report content and website content and generally no change in the menu structure and page layout, no change in the basic URL of the corporate site, no need to open another window or tab in the browser).

By contrast, some companies are focusing their online strategy almost entirely on the HTML version of their report. In many cases, the content of the website section is reduced to a minimum as a result. In line with our methodology, companies adopting this approach tended to receive low scores in our evaluations: we recognise that that they may have otherwise commendable online CSR reports.

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Classification CSR Online Awards 2011 - Europe 100

2011 Position

Company Country Sector 2011 Score

2010 Score

1 Centrica GB Utilities 84 68.5

2 Deutsche Post DE Industrial goods & services 82.5 66.5

3 Telecom Italia IT Telecommunications 82 69

4 Eni IT Oil & gas 79 75.5

5 = Nestlé CH Food & beverages 74.5 72.5

5 = UniCredit IT Banks 74.5 62

7 Enel IT Utilities 74 68

8 = E.ON DE Utilities 71.5 64

8 = Intesa Sanpaolo IT Banks 71.5 42

10 Siemens DE Industrial goods & services 68.5 52.5

11 BBVA ES Banks 67 62

12 Novo Nordisk DK Healthcare 65 n.a.

13 Allianz DE Insurance 64 59.5

14 = BASF DE Chemicals 63.5 48

14 = Rio Tinto GB Basic resources 63.5 56

16 = Lafarge FR Construction & materials 63 n.a.

16 = Royal Dutch Shell GB/NL Oil & gas 63 64.5

18 BMW DE Automobiles & parts 62.5 58

19 = Deutsche Bank DE Banks 60 62.5

19 = GlaxoSmithKline GB Healthcare 60 64.5

19 = SABMiller GB Food & beverages 60 56.5

22 = Credit Suisse CH Banks 59.5 57

22 = RWE DE Utilities 59.5 67

22 = Unilever GB/NL Food & beverages 59.5 61.5

25 = Imperial Tobacco GB Personal & household goods 59 50.5

25 = UBS CH Banks 59 68.5

27 L’Oreal FR Personal & household goods 58.5 n.a.

28 = Daimler DE Automobiles & parts 57.5 46.5

28 = Munich Re DE Insurance 57.5 46.5

30 = ABB CH/SE Industrial goods & services 57 48

30 = Nokia FI Technology 57 57.5

32 Vodafone GB Telecommunications 56.5 48.5

33 Ericsson SE Technology 56 n.a.

34 = Holcim CH Construction & materials 55.5 53

34 = Iberdrola ES Utilities 55.5 44

34 = National Grid GB Utilities 55.5 61.5

37 = Bayer DE Chemicals 55 53.5

37 = Total FR Oil & gas 55 49.5

39 = AXA FR Insurance 54.5 50.5

39 = Sanofi FR Healthcare 54.5 57

41 Repsol YPF ES Oil & gas 54 n.a.

42 Xstrata GB Basic resources 53.5 65

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2011 Position

Company Country 2011 Score

2010 Score

43 Roche CH Healthcare 53 54.5

44 = Schneider Electric FR Industrial goods & services 52.5 n.a.

44 = Volvo SE Industrial goods & services 52.5 n.a.

46 Anglo American GB Basic resources 52 52

47 = AstraZeneca GB/SE Healthcare 51.5 57

47 = BP GB Oil & gas 51.5 49

47 = EDF FR Utilities 51.5 n.a.

50 France Telecom FR Telecommunications 50.5 n.a.

51 = Assicurazioni Generali IT Insurance 50 45.5

51 = Credit Agricole FR Banks 50 n.a.

51 = Novartis CH Healthcare 50 52

51 = Tesco GB Retail 50 55

51 = Volkswagen DE Automobiles & parts 50 37.5

56 = Barclays GB Banks 49 44

56 = Fortum FI Utilities 49 n.a.

56 = Telefonica ES Telecommunications 49 41

59 BG Group GB Oil & gas 48.5 51

60 = Société Generale FR Banks 48 n.a.

60 = Syngenta CH Chemicals 48 29.5

62 Vivendi FR Media 46.5 n.a.

63 = Deutsche Telekom DE Telecommunications 46 43.5

63 = Royal KPN NL Telecommunications 46 n.a.

65 = Hennes & Mauritz SE Retail 45.5 n.a.

65 = ING Group NL Insurance 45.5 55

67 TeliaSonera SE Telecommunications 45 n.a.

68 British American Tobacco GB Personal & household goods 44 49

69 Arcelor Mittal NL Basic resources 42.5 n.a.

70 Carrefour FR Retail 40.5 40.5

71 = Metro DE Retail 40 40.5

71 = Reckitt Benckiser GB Personal & household goods 40 33

73 = BAE Systems GB Industrial goods & services 38.5 n.a.

73 = Danone FR Food & beverages 38.5 43

73 = Heineken NL Food & beverages 38.5 n.a.

73 = HSBC GB Banks 38.5 41

73 = SAP DE Technology 38.5 38.5

78 = BNP Paribas FR Banks 38 32

78 = GDF SUEZ FR Utilities 38 n.a.

78 = Philips NL Personal & household goods 38 n.a.

81 Zurich Financial Services CH Insurance 36 34.5

82 Royal Bank Of Scotland GB Banks 35.5 39.5

83 = AP Moller-Maersk DK Industrial goods & services 35 n.a.

83 = Standard Chartered GB Banks 35 29.5

85 Endesa ES Utilities 34.5 n.a.

86 Prudential GB Insurance 32 35

87 Nordea Bank SE Banks 31.5 n.a.

88 St Gobain FR Construction & materials 30.5 n.a.


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2011 Position

Company Country Sector 2011 Score

2010 Score

89 = Diageo GB Food & beverages 29.5 32

89 = LVMH FR Personal & household goods 29.5 n.a.

89 = Vinci FR Construction & materials 29.5 n.a.

92 Inditex ES Retail 28.5 n.a.

93 Lloyds Banking Group GB Banks 28 29

94 Statoil NO Oil & gas 27.5 n.a.

95 Banco Santander ES Banks 27 22.5

96 ABInbev BE Food & beverages 26.5 n.a.

97 Air Liquide FR Chemicals 26 n.a.

98 = BHP Billiton GB Basic resources 20 19.5

98 = Tenaris IT Basic resources 20 21

Full disclosure: Lundquist has provided CSR services or reports in the past two years to the following companies in-cluded in the CSR Online Awards 2011 Europe ranking: Assicurazioni Generali, Bayer, Deutsche Post, Enel, Eni, Intesa Sanpaolo, Novartis, Roche, Telecom Italia, UBS, UniCredit.

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CSR reports & consulting services

Lundquist has supported leading European companies in a variety of industries on their corporate responsibility communications, providing services ranging from CSR-specific benchmarking and action plans to website architecture and content strategy.

CSR Online Awards Report

The complete findings of the CSR Online Awards 2011 are presented in a report (150+ pages) analysing the latest trends in online CSR communications, illustrated with more than 250 best practice examples. The report explains the evaluation protocol’s 79 criteria and provides the results of the 2011 rankings plus complete answers to our survey of 312 CSR experts.

Developing your CSR website

In order to develop your online CSR communications towards international best practice, a tailored analysis draws on the 79 criteria to provide concrete suggestions for improvement, even for companies not included in our 2011 rankings.

In-depth focus reports are available on critical aspects such as online reporting, ongoing engagement and social media. The wealth of data generated by the research allows for detailed benchmarking by industry or country.

Developing your online CSR communications strategy

Stakeholder perception audits

Orientation in CSR communications and online reporting

Page-by-page analysis of CSR site & architecture proposals

Message and content development

Web-based reporting

Copy & corporate voice analysis

Online content creation

Social media strategy

About Lundquist

Lundquist is a strategic communications consultancy specialising in online corporate communications. Our extensive research programmes provide intimate knowledge of international best practice and user requirements, underpinning consulting services covering financial and non-financial content strategy, the corporate website and social media.

Drawing on our expertise in corporate responsibility, investor relations and employer branding, we assist you in managing communications challenges. Ultimately, we support your endeavours to promote transparency and accountability through effective use of the web. Measure, Manage, Change.

Contact

James Osborne Head of CSR [email protected]: (39) 02 4547 7681 / 2

To order a copy of the full CSR Online Awards Report 2011 or for information about a website assessment, write to: [email protected]

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CSR Online Awards 2011 Europe Executive Summary

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