Responsible entertainment is better entertainment

Two years ago, we decided to make radical changes to how we report our corporate responsibility efforts, and the biggest change was in how we communicate our achievements online. Last year, we launched an interactive platform with the aim to 'humanise' the report through videos and rich media:

This year, we brought the report home, to our new official website, for even better user experience, and I'd like to share some useful insights and fantastic results of the digital strategy behind the reports.

#1: Mobile is the key factor for online content creation

With 40% (up 10% from last year) of our online visitors using mobile devices, shareable content and responsive design were a necessary move.

#2: Our CR work can be engaging for younger audiences - if presented right

Approx. 60% of our site visitors are 18-34 year old. Their longest sessions unsurprisingly fall on pages with videos and visual content. Right tone of voice is also critical in making your audiences relate to you and to what you have to say, so our copy writing and SEO efforts evolved dramatically from a corporate report style to a simple, clear and short storytelling.

#3: Social media is the main driver for awareness and engagement

Corporate responsibility has become one of the most discussed topics in engaging our employees and external audiences, with posts on diversity and equality being consistently the most shared content. Since last year, our total impressions have grown by 155% on LinkedIn, by 366% on Facebook and by 442% on Twitter.

#4: Platform agnostic approach is key in staying relevant and growing audiences

• On LinkedIn, we've established MTG as an employer of choice that genuinely cares about its businesses' footprint and recognises its teams' success.
• On Facebook, we are building a story of MTG as a brand that’s evolving into a leading digital entertainer and that puts its internal and external audiences at the core of everything that we do, creating award-winning content and products.
• On Twitter, we are providing our business partners and industry peers with timely updates, important stats, latest launches and key achievements.
• Our new YouTube channel is the way to connect with MTG's talent and find out more about what we stand for.

Our online communications are built on a two-way dialogue with our readers and users. Therefore, new informal tonality of our CR reports means that we focus on fun facts, interesting stats and snappy highlights with quality imagery and videos - all of which has consistently shown the growth in engagement rates. This new format of how we make even most complex things simple and relatable reflects MTG’s strategy in being interactive & accessible on any device.

Want to know more about our CR work? Follow Mauro Silva for more updates.