Virgin Group posts Corporate Responsibility
Virgin Group posts Corporate Responsibility
A little while ago TargetStone wrote about the importance of corporate responsibility and the pseudo benefits from a content perspective e.g. search engine optimisation. In this post I’m talking about how Virgin Group have implemented theirs.
Virgin have released their new corporate and sustainability report and surprisingly dont provide a PDF for download and have a funky Flash version (very similar to the Flash magazine of Waitrose). However, is this something that is delivering interest whether than be from investors, environmentalist or marketeers.
Well using Flash is fine and is a good way of getting people to view the report but, why not a pdf? why not load content onto the site and benefit from more SEO. The good news from Virgin’s implementation via their blog is that they’ve got feedback via ratings of the article and also social bookmarking.
If we look at RBS and John Lewis – two different and non rivalling sectors. RBS gives some valuable retail space on its corporate site via a second level link and with the sustainability section being in a key area of the visitors focus (left and middle of page – see below). However, they deliver their content via a PDF format? Great we can track downloads but what about the other benefits – appear to be lost.
However, John Lewis do things a different way and yes they still don’t make is easier which leads me to believe that sustainability and corporate responsibility is still only getting lip service. Which playing devil’s advocate is fine because it doesn’t generate any tangible revenue and companies like John Lewis can demonstrate their committment to the environment through greener packaging, using renewable sources of energy in their shops and also promoting free-range (eggs and chicken).
So is there a recommended way of doing sustainability and corporate responsibility press releases. No there isn’t. If there were I’m sure that it would be very much sector specific – so track, monetise and optimise.
Related Links:
Virgin Corporate Responsibility and Sustainable Development Report – April 2010
TargetStone Blog – Sustainability – The Marketeers Dream or Nightmare
RBS – Sustainability and Corporate Responsibility
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