The overview presentation from the SMI-Wizness Social Media Sustainability Index

1. A special report by
Custom Communication

2. About Custom Communication
Matthew Yeomans is the director of Custom
Communication and co-founder of SMI. He has 20
years’ experience as a journalist and editorial
consultant.
He is the author of #FAIL, The 50 Greatest Social
Media Screw-ups, Oil: Anatomy of an Industry, as
well as the Social Media Sustainability Index.
He writes the Social Business column for Guardian
Sustainable Business, and he has written or edited
for Wired, the New York Times, National
Geographic, Fortune, The Atlantic Monthly and
other publications.
He has advised PwC, BASF, P&G, Do The Green
Thing, Lloyds Banking Group, HSBC, Volkswagen
and Diageo, among others on editorial and content
strategy.

3. Why focus on social media and sustainability?
Authenticity
Creativity
Transparency
Community

4. Are you talking about what your company is doing rather
than saying it wants to do?
Are you being authentic in the way you communicate
sustainability?
Two questions that keep cropping up

5. Our methodology
We start by selecting the 400 companies listed on the DJSI and FTSE 4 Good indexes – companies already
deemed to be doing sustainable work. Then we look at how many have dedicated social media channels
or resource for sustainability communications (176). Then we reduce those to the top 100 practitioners
of communicating sustainability using social media.

6. • How regularly do they publish and update their sustainability social media
channels?
• How transparent they are in allowing comments and responding to
comments and conversations?
• How authentic is their social media content? Do they communicate what the
company is doing or what it says it would like to do?
• How creative and innovative is the social media content
• How useful is the information and conversation to the community
• How “social” is the Sustainability or Corporate Social Responsibility report?
Judging Criteria

7. The main findings

8. By the numbers

9. By the numbers

10. By the numbers
SECTOR BREAKDOWN

11. By the numbers
CONSUMER GOODS

12. By the numbers

13. The top 10

14. Best practice themes
-A Magazine Mentality
-Apps, Games and Maps
-New and Emerging Channels
-The Personal Touch
-Crowdsourcing
-Big Ideas
-The Rise of the Sustainability Report

15. But first…..the #FAILS

16. McDonald’s Stories

17. United Airlines Lost My Daughter

18. Hurricane Sandy and a Credibility Gap

19. A Magazine Mentality

20. GE Reports
Blog Posts
Tweets
Charts/Infograp
hics/Maps
Images
Videos

21. Levi’s Unzipped

22. Levi’s Unzipped

23. Apps, Maps and Interactive Games

24. Apps

25. M&S shared economy with Facebook

26. Apps

27. Games

28. Maps

29. Emerging Platforms

30. IBM Tumblr

31. Levi’s Instagram for WaterLess

32. Danone on Visual.ly for Milk Communities

33. Philips’ Pin Your City on Pinterest

34. The Personal Touch

35. The Public Page on Facebook

36. The Personal Twitter Presence

37. The Divide and Conquer Approach

38. The Brand Voice

39. Still a Few Big Ideas

40. Sony Futurescapes

41. Siemens /answers

42. Microsoft YouthSpark

43. The Rise and Change of the Sustainability Report

44. Danone’s interactive report

45. Using data to reach a different audience

46. Using external social platforms like Scribd

47. Interested in hearing more?
matthew@customcommunication.co.uk
@mateoy