Insights

H5,  the fifth generation of HTML, is a new webpage technique which combines  and makes uses of multiple elements, including images, web links, music  and programs. Building on this new technique, the H5 is a new carrier  of CSR reports. It enables more concise CSR reports and the dynamic  presentation of images and texts is more user-friendly, which greatly  improves the interactive efficiency of the communications between the  cooperation and stakeholders. It will be a new trend for CSR  communication in the network era.

The  year 2015 is a blowout year for H5, in which the H5 version has become  the standard of CSR reports. From February 17 to March 7, 2016,  GoldenBee collected 45 H5 versions of CSR report samples and 201  questionnaires conducted from the perspective of stakeholders. Through  the activity collection and questionnaire survey, insightful exploration  and prospective predictions have been made from eight aspects,  including release willingness, content type, copywriting style, page  length, visual presentation, music match, interactive platform and  extended links.

Our Findings

Finding 1: Diverse content types help to convey the corporate responsible image.

So  far as the stakeholders are concerned, the three content types of H5  reports have their own merits. The best solution is to choose the  content and format that is most advantageous to the company according to  its individual communication needs and the focus of the core  stakeholders.

Finding 2: Secondary creativity has become the main copywriting style of H5 CSR reports.

While  most companies choose a safe and conservative copywriting style, the  stakeholders prefer a vivid and lively one. In light of the features of  socialized communication in network era and the features of corporate  social responsibility fulfillment, choosing a more reader-friendly way  of expression will fit the reading habits of H5 CSR report readers  better.

Finding 3: Perfect visual presentation relies on the imperceptible match of texts and images.

Good  images are indispensable. Echoing with the content of the texts, images  not only help to interpret the content, but also improve the visual  experience of the page. Effective photos can promote the real sense and  transparency of the content, which is more time-saving than  illustration. However, it bothers enterprises to collect images daily.  As for the surveyed samples, modern styles and traditional styles are  neck and neck, and the best one is that which fits the enterprise’s  individual brand style.

Finding 4: Interactive mode with an increased sense of involvement brings much fun.

Most  readers expressed their willingness to continue keeping a closely eye  on the novel-designed and amusing interaction. However, nearly a quarter  of readers are disgusted with the interaction because of long waiting  time, consumption of data traffic, and so on. It is suggested that  enterprises should pay attention to the creative presentation of  interaction and choose the appropriate interaction mode.

Finding 5: Extended links permit access to more communication content.

The  H5 CSR reports has the function of bringing more visitors for official  website or official weibo accout and information collection, which  provides more space for communication and application. Stakeholders are  more willing to make use of this to participate in the enterprises’ CSR  activities rather than watching the unilateral presentation by the  enterprises.

Our Predictions

Prediction 1: Diverse presentation of the H5 CSR reports

The  H5 version of reports, in the future, will present the products and  services of enterprises to stakeholders in a more targeted way, launch  more social responsibility activities, transmit more dimensional appeals  and tend to a choice of reader-targeted communication. CSR activities  and communication appeals towards stakeholders will be more targeted and  strategic.

Prediction 2: Valuing the application of multiple techniques

The  H5 CSR report breaks the monotonous PPT playing model. Its successive  animated gifs are comparable to video and its scene special effects are  more lifelike. With the introduction of new techniques, like  transformative animated gifs, 3D effects, time line animated gifs and H5  barrage, the visual effects of H5 has overthrown the traditional  dynamic effects.

Prediction 3: Integration of the paper version and the H5 version of reports

By  integration, it means considering the application and technical  realization of H5 version while starting to plan a copywriting.

When  designing the report, we should take the expression styles and dynamic  effects fitting to the H5 version as well as the communication features  of the stakeholders into account, and try to highlight the focuses of  stakeholders and to improve the uniformity and identification marks of  responsible brand image, so as to optimize the communication value of  the H5 version of reports.

Prediction 4: Plural and cross-platform communication

The  prominent advantage of H5 lies in its cross-platform social share.  Compatible with various systems, including PCs and mobile terminals,  Windows and Linux, Android and IOS, H5 can not only be used in mobile  phones, but also in Ipad and computers whenever and wherever is  possible. Apart from these, H5 enables wide dissemination on platforms  like Facebook, Twitter, LinkedIn, and so on.

The  expression style of the future H5 social responsibility report will be  more vivid and specific, rather than be only limited to the serious and  objective expression of paper version. In order to stand out among  numerous H5 version of social responsibility reports, the following six  features should be taken into consideration at the very beginning of  planning.

1. Storytelling: one story, one plot and the use of cases has become the mainstream.

2. Involvement: one activity and one interaction, aiming to attract stakeholders to involve in and experience.

3. Accurateness: one object and one appeal, speaking out words in their hearts.

4. Continuity: one phase and a series of activities to promote responsible image through accumulative communication.

5. Amusement: a smile, and a humor to improve communication effects through viral transmission.

6. Brand: one brand, and one image to build the influence of responsible brand.

A  widely spreading H5 needs to have distinct features and precise  orientation. The future H5 version of social responsibility reports will  surely be more plural and diverse, which is both the trend and  inevitable demand of future development.