Involving employees in the 2.0 communication strategy: THE CONVERSATION CHALLENGE

Involving employees in the 2.0 communication strategy: THE CONVERSATION CHALLENGE
@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
@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 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.
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
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
@chemapalomares Relevant conversations +Results Reputation
@chemapalomares 2014 Edelman Trust Barometer
@chemapalomares The Path to the Future of Corporate Communica5on Lies Through Engagement and Long-‐Term Rela5ons Corporate Excellence workpaper. The new multi-stakeholder approach
@chemapalomares 40% Unused Conversation Potential Steven Van Belleghem The Conversation Company@chemapalomares
@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
@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 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
@chemapalomares Commercial content
@chemapalomares Informal content
@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
@chemapalomares Corporate communica5ons www.ennaranja.com
@chemapalomares Customer service
@chemapalomares Empower and accompany
@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
@chemapalomares ADDING VALUE TO THE EMPLOYEE Awareness Communica5ons Empowerment Employability 2.0 skills Networking 2.0
@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
@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  PROMOTING EMPLOYEE 2.0 PERSONALITY
@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.
@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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