@chemapalomares
Involving employees in the 2.0
communication strategy:
THE CONVERSATION
CHALLENGE
@chemapalomares	
  
José...
@chemapalomares
What are the challenges
of communication
directors in the digital
world?
@chemapalomares	
  
@chemapalomares
#1 PARADIGM SHIFT:
FROM CONTROL TO CONVERSATION
@chemapalomares	
  
@chemapalomares
Reputation Economy
83%	
  of companies think they compete in the
Reputation Economy
A	
  marketplace	
  wh...
Reputation Economy
Direct	
  experience	
  
What	
  others	
  say	
  
about	
  you	
  
What	
  you	
  do	
  and	
  
what	
...
Reputation Economy
Direct	
  experience	
  
What	
  others	
  say	
  
about	
  you	
  
What	
  you	
  do	
  and	
  
what	
...
@chemapalomares
Relevant
conversations
+Results
Reputation
@chemapalomares
2014	
  Edelman	
  Trust	
  Barometer	
  
@chemapalomares
2014	
  Edelman	
  Trust	
  Barometer	
  
@chemapalomares
2013	
  Edelman	
  Trust	
  Barometer	
  
@chemapalomares
The	
  Path	
  to	
  the	
  Future	
  of	
  Corporate	
  Communica5on	
  Lies	
  
Through	
  Engagement	
 ...
@chemapalomares
40%
Unused Conversation Potential
Steven Van Belleghem
The Conversation Company@chemapalomares	
  
@chemapalomares
Conversations with external stakeholders
Conversationswithinternalstakeholders Proud
company
Boring
compan...
@chemapalomares@chemapalomares	
  
@chemapalomares@chemapalomares	
  
@chemapalomares
Barriers
Employees	
  
FEAR to
unknown
Organiza=ons	
  
Loss of
CONTROL
@chemapalomares
#2 ROLE CHANGE:
FROM REPORTER TO COACH
@chemapalomares	
  
@chemapalomares
Building TRUST
@chemapalomares
Corporate	
  
communica5ons	
  
Customer	
  
service	
  
Informal	
  
content	
  
Commercial	
  
content	
...
@chemapalomares
Commercial	
  
content	
  
@chemapalomares
Informal	
  
content	
  
@chemapalomares
Informal	
  
content	
  
Commercial	
  
content	
  
What?	
  
Doubts	
  and	
  consumer	
  
complaints	
  ...
@chemapalomares
Corporate	
  
communica5ons	
  
www.ennaranja.com	
  
@chemapalomares
Customer	
  	
  
service	
  
@chemapalomares
Empower and accompany
@chemapalomares
AWARENESS	
  PROGRAM	
  FOR	
  EMPLOYEES	
  
#socialholic	
  
Fernando	
  Polo	
  y	
  	
  Juan	
  Luis	
 ...
@chemapalomares
ADDING	
  VALUE	
  TO	
  THE	
  EMPLOYEE	
  
Awareness	
  
Communica5ons	
  
Empowerment	
  
Employability...
@chemapalomares
IGNORE	
  
Fear.	
  Ignorance.	
  
Distrust.	
  
APPROACH	
  PHASES	
  TO	
  THE	
  2.0	
  WORLD	
  
FIRST...
@chemapalomares
I	
  IGNORE	
  THIS	
  STUFF	
  
@chemapalomares	
  
@chemapalomares
I	
  HAVE	
  A	
  LOOK	
  
@chemapalomares
I	
  PARTICIPATE	
  &	
  SHARE	
  SOMETHING	
  
@chemapalomares
I	
  CREATE	
  &	
  SHARE	
  MY	
  OWN	
  CONTENT	
  
@chemapalomares	
  
@chemapalomares
I	
  ACTIVELY	
  HAVE	
  CONVERSATIONS	
  
Content
generation
Involving
employees
Sharing &
spreading
Generating
conversations
@chemapalomares
CORPORATE	
  SOCIAL	
  MEDIA	
  NETWORKS	
  
ü  CATALYST	
  OF	
  CHANGE	
  
ü  SAFE	
  ENVIROMENT	
  
ü...
@chemapalomares
Conversations with external stakeholders
Conversationswithinternalstakeholders
Proud
company
Boring
compan...
@chemapalomares
#2 ROLE CHANGE:
FROM REPORTER TO COACH
#1 PARADIGM SHIFT:
FROM CONTROL TO CONVERSATION
@chemapalomares
;-)
Thanks!
Let’s keep in touch through @chemapalomares
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Involving employees in the 2.0 communication strategy: THE CONVERSATION CHALLENGE

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Involving employees in the 2.0 communication strategy:
THE CONVERSATION CHALLENGE

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Involving employees in the 2.0 communication strategy: THE CONVERSATION CHALLENGE

  1. 1. @chemapalomares Involving employees in the 2.0 communication strategy: THE CONVERSATION CHALLENGE @chemapalomares   José María Palomares VP Communication, Public Affairs & CSR ING Bank Spain & Portugal EACD Summit – Brussels 2014
  2. 2. @chemapalomares What are the challenges of communication directors in the digital world? @chemapalomares  
  3. 3. @chemapalomares #1 PARADIGM SHIFT: FROM CONTROL TO CONVERSATION @chemapalomares  
  4. 4. @chemapalomares Reputation Economy 83%  of companies think they compete in the Reputation Economy A  marketplace  where  stakeholder  support   is  now  based  more  on  percep5ons  of  your   company  than  percep5ons  of  your   products  or  services.  Who  you  are  ma:ers   more  than  what  you  produce.  
  5. 5. Reputation Economy Direct  experience   What  others  say   about  you   What  you  do  and   what  you  say   Products   Customer  service   Investments   Employment   Social  Media   Media   KOLs   Friends  &  familiy   Brand   Adver5sing   PR   CSR   Perceptions Attitudes & behaviours Business results
  6. 6. Reputation Economy Direct  experience   What  others  say   about  you   What  you  do  and   what  you  say   Products   Customer  service   Investments   Employment   Social  Media   Media   KOLs   Friends  &  familiy   Brand   Adver5sing   PR   CSR   Perceptions Attitudes & behaviours Business results   IT’S  ALL  ABOUT  CONVERSATIONS  
  7. 7. @chemapalomares Relevant conversations +Results Reputation
  8. 8. @chemapalomares 2014  Edelman  Trust  Barometer  
  9. 9. @chemapalomares 2014  Edelman  Trust  Barometer  
  10. 10. @chemapalomares 2013  Edelman  Trust  Barometer  
  11. 11. @chemapalomares The  Path  to  the  Future  of  Corporate  Communica5on  Lies   Through  Engagement  and  Long-­‐Term  Rela5ons   Corporate  Excellence  workpaper.   The new multi-stakeholder approach
  12. 12. @chemapalomares 40% Unused Conversation Potential Steven Van Belleghem The Conversation Company@chemapalomares  
  13. 13. @chemapalomares Conversations with external stakeholders Conversationswithinternalstakeholders Proud company Boring company Adored company Corporatecontents Customer experience Conversation company Adapted from Steven Van Belleghem The Conversation Company
  14. 14. @chemapalomares@chemapalomares  
  15. 15. @chemapalomares@chemapalomares  
  16. 16. @chemapalomares Barriers Employees   FEAR to unknown Organiza=ons   Loss of CONTROL
  17. 17. @chemapalomares #2 ROLE CHANGE: FROM REPORTER TO COACH @chemapalomares  
  18. 18. @chemapalomares Building TRUST
  19. 19. @chemapalomares Corporate   communica5ons   Customer   service   Informal   content   Commercial   content   What?   Doubts  and  consumer   complaints   Ac=on?   Employees  not  involved   What?   Official  comms   Ac=on?   Employees  not  involved   What?   Content  created  by   employees  in  their  work   Ac=on?   Employees  can  create  and   share  this  content   What?   Commercial  marke5ng   Ac=on?   Employees  to  share  in   their  SM  profiles   Rules Adapted from Steven Van Belleghem The Conversation Company
  20. 20. @chemapalomares Commercial   content  
  21. 21. @chemapalomares Informal   content  
  22. 22. @chemapalomares Informal   content   Commercial   content   What?   Doubts  and  consumer   complaints   Ac=on?   Employees  involved   What?   Official  comms   Ac=on?   Employees  involved   What?   Content  created  by   employees  in  their  work   Ac=on?   Employees  can  create  and   share  this  content   What?   Commercial  marke5ng   Ac=on?   Employees  to  share  in   their  SM  profiles   Rules Adapted from Steven Van Belleghem The Conversation Company Customer   service   Corporate   comms  
  23. 23. @chemapalomares Corporate   communica5ons   www.ennaranja.com  
  24. 24. @chemapalomares Customer     service  
  25. 25. @chemapalomares Empower and accompany
  26. 26. @chemapalomares AWARENESS  PROGRAM  FOR  EMPLOYEES   #socialholic   Fernando  Polo  y    Juan  Luis  Polo   TRAINING   Marke5ng  &   communica5on   DINAMIZATION   COMMUNICATION   Training  plans   Rules,  guides,   channels…   Corporate  Social   Network   Partners,  providers…   HR   Corporate  areas   Stakeholders  
  27. 27. @chemapalomares ADDING  VALUE  TO  THE  EMPLOYEE   Awareness   Communica5ons   Empowerment   Employability   2.0  skills   Networking   2.0  
  28. 28. @chemapalomares IGNORE   Fear.  Ignorance.   Distrust.   APPROACH  PHASES  TO  THE  2.0  WORLD   FIRST   APPROACH     Curiosity     SHARING   INFORMATION     Engagement     GENERATING   CONTENTS     Adding  value   CONVERSATING     Leading.  Relevant   connec=ons  
  29. 29. @chemapalomares I  IGNORE  THIS  STUFF   @chemapalomares  
  30. 30. @chemapalomares I  HAVE  A  LOOK  
  31. 31. @chemapalomares I  PARTICIPATE  &  SHARE  SOMETHING  
  32. 32. @chemapalomares I  CREATE  &  SHARE  MY  OWN  CONTENT   @chemapalomares  
  33. 33. @chemapalomares I  ACTIVELY  HAVE  CONVERSATIONS  
  34. 34. Content generation Involving employees Sharing & spreading Generating conversations
  35. 35. @chemapalomares CORPORATE  SOCIAL  MEDIA  NETWORKS   ü  CATALYST  OF  CHANGE   ü  SAFE  ENVIROMENT   ü  PROMOTING  EMPLOYEE  2.0  PERSONALITY  
  36. 36. @chemapalomares Conversations with external stakeholders Conversationswithinternalstakeholders Proud company Boring company Adored company Corporatecontents Customer experience Conversation company A  great  opportunity  to  build   reputa=on  through  relevant   conversa=ons.       Employees  are  key  but    it’s   necesary  to  empower  and  give   them  the  necessary  tools.     The  CCO  should  assert   leadership  in  encouraging   ac5on,  building  confidence  and   promo=ng  the  conversa=on   company.  
  37. 37. @chemapalomares #2 ROLE CHANGE: FROM REPORTER TO COACH #1 PARADIGM SHIFT: FROM CONTROL TO CONVERSATION
  38. 38. @chemapalomares ;-) Thanks! Let’s keep in touch through @chemapalomares

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