Corporate responsibility engagement

KPMG's International Corporate Responsibility Reporting Survey published in late 2011 tracks 3,400 leading companies from 34 countries, looking at trends that are happening worldwide. It found that reporting had increased worldwide, as brands realize that corporate responsibility "drives innovation and promotes learning, which helps companies grow their business and increase their organization’s value." 

What they found was that corporate responsibility (also referred to as CSR and sustainability) reporting uncovers new opportunities for business improvement and brings enhanced financial value to companies, though there's still room for improvement. Data shows that charting countries by level of process maturity and quality of communications, Europe leads in overall engagement, while Asia generally underperforms in both process and communications. Canada and the U.S. showed to over-communicate on their corporate responsiblity to their actual process maturity.

Reading through the report focusing on building business through brand building and engagement, shows that North American companies need to engage with corporate responsiblity as part of how they operate, being clear that it's not about feeling good about something or using it as a marketing message but creating impact that drives business goals.

Social media can help develop engagement for companies who have corporate resonsibility agendas, but have a tough time making them relevant. Social media brings the kind of transparency and engagement that makes brands more responsive and responsible. It can encourage employee engagement, which has been found to be key to making any CR program effective. It can be effective for showcasing thought leadership in companies, allowing employees as well as the public to see what a company's doing.

Corporate responsiblity used to be shown in annual reports and stand alone reports. While that reporting is still relevant to shareholders, regulators and other corporate stakeholders, companies are finding they need to do more to build reputation and enhance their brands. Social media offers a genuine and responsive message that can complement press releases and marketing. Social media can bring the C-suite and thought leaders within companies closer to the public, offering the kind of transparency and presence that builds trust and has a positive impact on a brand.

Because of social media's impact, companies that blend corporate responsibility strategies with brand and social media/communications strategies can result in more effective engagement internally and outside the company. 

The name game

I've been involved with naming three very different projects lately. Each is unique but there are rules, tips or guildelines that I'm coming back to.

1] Keep it short. Short says 'easy' and 'uncomplicated, which is important to encouraging adoption.

2] Listen to how it sounds. A hard consonant in the name (ie, d or t) will give it substance and ground it. The hard sound of an 'i', 'e' or 'a' is good to make it sound active. Soft consonants and vowels are warm and cuddly.

3] Inspire. Avoid being preachy, if you're in sustainability or social impact. This applies to your marketing too.

4] When trends have shifted in a year, will this name still sound good? Apply a macro lens over the micro of what sounds good in the moment. 

5] Think about how it looks. Test the name out with some design comps. 

6] Stay human. You're looking for a name that touches people.

7] Write down the keywords or phrases of your business or marketing strategy and keep them in front of you to stay on strategy.

8] Keep your user in mind, as well as the customer when they aren't the same group. Your name has to resonate with both groups.

9] Test the name on friends, and try to listen with a filter. Where are they coming from? Are they the target? Try to consider their interest either in supporting you or challenging you. 

10] Don't rush it. Names take time and though there are lots of approaches to take. There's no magic formula.