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RETURN ON COMMUNICATIONS

Explore the Stakeholder Model and Intellectual Capital to boost reputation. Learn from CEO surveys on trust, brand, and communication strategies. Discover how Swedish companies measure intangibles and drive corporate citizenship.

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RETURN ON COMMUNICATIONS

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  1. RETURN ON COMMUNICATIONS www.sverigesinformationsforening.se

  2. THE STAKEHOLDER MODEL

  3. Reputation is the sum of the stakeholders knowledge and attitudesTrust is the organisation´s ´credit rating´with its stakeholders Trust consists of: • Vision • Business concept • Goals • Strategy • Values • Brands

  4. INFORMATION - comprises the strategic messages that are intended to lead to increased klowledge • COMMUNICATION - is the process of communicating those messages, whith is intended to lead to a particular attitude • RELATIONSHIP - is the goal, that is, a mutual commitment or joint undertaking that is intended to lead to actions and results

  5. INTELLECTUAL CAPITAL www.nordicinnovation.net

  6. MERITUM Measuring intangibles to understand and improve innovation management EU-project 2001 • Human capital • Structural capital • Relational Capital

  7. CEO SURVEY 2000 Relationship with stakeholders 88% Trust within stakeholders 84% Brand 83% Coaching and supporting 88% Develop communication strategies 87% Crisis communication 77% Participate in business development 57% Source: SIFO, Research International 2000

  8. WHAT DRIVES CORPORATE CITIZENSHIP • Reputation/brand 80% • Employee motivation 60% • Licence to operate 50% Source: World Economic forum CEO survey

  9. SWEDISH COMPANIES MEASURING INTANGIBLES Swedbank TeliaSonera NCC www.ncc.se www.swedbank.com www.teliasonera.se

  10. NCC STAKEHOLDERS Source: NCC annual report Web: www.NCC.com

  11. SWEDBANK SUSTAINABILITY REPORT Source: Swedbank sustainability report 2002 Web: www.swedbank.com

  12. SWEDBANK SUSTAINABILITY REPORT Source: Swedbank sustainability report 2002 Web: www.swedbank.com

  13. DJSI WORLD NEW MARKET SECTOR LEADERS Automobiles Toyota Banks Westpac Banking Corp. Basic Resources Alcan Chemicals DSM Construction AMEC Cyclical Goods & Services Koninklijke (Royal) Philips Electronics Energy Statoil Financial Services British Land Food & Beverage Unilever Healthcare Novozymes Industrial Goods & services 3M Insurance Swiss Re Media Pearson Non-Cyclical Goods & services Proctor & Gamble Retail Marks & Spencer Technology Intel Telecommunications BT Group Utilities Severn Trent Source:Dow Jones, Sustainability indexes Web: www.sustainability-index.com

  14. DJSI STOXX NEW MARKET SECTOR LEADERS Automobiles Volkswagen Banks ABN Amro Basic Resources Anglo American Chemicals DSM Construction AMEC Cyclical Goods & Services Koninklijke (Royal) Philips Electronics Energy Statoil Financial Services British Land Food & Beverage Unilever Healthcare Novozymes Industrial Goods & services SKF Insurance Swiss Re Media Pearson Non-Cyclical Goods & services Kesko Retail Marks & Spencer Technology Nokia Telecommunications BT Group Utilities Severn Trent Source:Dow Jones, Sustainability indexes Web: www.sustainability-index.com

  15. WHAT COMES NEXT? • ROC • Sustainability reporting • CSR • CR • ?

  16. www.sverigesinformationsforening.se

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