Thought Leadership (Mignon van Halderen); Het Communicatie Congres 2012communicatieonline
Dr. Mignon van Halderen will be presenting at the Communicatie Congres on November 15th, 2012 on the topic of thought leadership. She will define thought leadership as promoting viewpoints that reframe how stakeholders think about key issues. Her presentation will discuss how thought leadership has become overused, propose a framework for implementing thought leadership, and emphasize that the most effective thought leadership stems from substantive viewpoints rather than being claimed. She will also provide examples of how companies can share knowledge, initiate networks, and ensure their actions align with their messages.
Presentatie Herbert Heitman; Het Communicatie Congres 2012communicatieonline
Herbert Heitmann, Shell's EVP of External Communications, outlined Shell's communications strategy and challenges. Shell's aspiration is to be the most competitive and innovative energy company, but it faces negative perceptions. Its new communications approach focuses on opportunities like innovation and issues through campaigns. The strategy centers on reputation, brand leadership, and local stakeholder engagement. Visual content is simplified to focus attention. Shell launched its Facebook page in 2012 and exceeded its 3-year target of 1 million fans in just 3 months, engaging customers in 45 countries.
Presentatie Cees van Riel; Het Communicatie Congres 2012communicatieonline
The document discusses building alignment between organizations and their stakeholders to improve performance. It recommends a four-phase approach: 1) Understanding stakeholder perspectives before launching strategies, 2) Assessing support and resistance among stakeholders, 3) Implementing initiatives to balance stakeholder needs, and 4) Tracking key performance indicators to measure alignment over time. Maintaining mutually rewarding relationships through this alignment process can increase financial performance by improving reputation and employee behaviors.
Amsterdam speech 11.9 (Carol Cone); Het Communicatie Congres 2012communicatieonline
The document discusses how companies can become leaders in corporate social responsibility and purpose-driven business. It finds that consumers increasingly expect companies to consider social impacts, not just profits. To build long-term trust, companies need to demonstrate societal performance through initiatives like cause branding, citizenship, and impacting local communities. The document provides examples of companies that developed successful social purpose strategies by starting with their mission, responding to current events, leveraging innovation, using their scale for good, or building on distinguishing characteristics. It concludes that for purpose initiatives to be effective, companies must lead from the top, customize programs locally, collaborate with partners, measure impacts, communicate through storytelling, engage stakeholders, and evolve their efforts over time.
Onlinereputatiemanagement (Sonja Utz); Het Communicatie Congres 2012communicatieonline
Door de opkomst van sociale media is het handelen van organisaties transparanter geworden en hebben consumenten en andere stakeholders meer invloed gekregen. Dit kan een kans maar ook een bedreiging voor een organisatie zijn. Het wordt voor organisaties daarom belangrijker hun online reputatie te monitoren en vooral ook te managen.
Thought Leadership (Mignon van Halderen); Het Communicatie Congres 2012communicatieonline
Dr. Mignon van Halderen will be presenting at the Communicatie Congres on November 15th, 2012 on the topic of thought leadership. She will define thought leadership as promoting viewpoints that reframe how stakeholders think about key issues. Her presentation will discuss how thought leadership has become overused, propose a framework for implementing thought leadership, and emphasize that the most effective thought leadership stems from substantive viewpoints rather than being claimed. She will also provide examples of how companies can share knowledge, initiate networks, and ensure their actions align with their messages.
Presentatie Herbert Heitman; Het Communicatie Congres 2012communicatieonline
Herbert Heitmann, Shell's EVP of External Communications, outlined Shell's communications strategy and challenges. Shell's aspiration is to be the most competitive and innovative energy company, but it faces negative perceptions. Its new communications approach focuses on opportunities like innovation and issues through campaigns. The strategy centers on reputation, brand leadership, and local stakeholder engagement. Visual content is simplified to focus attention. Shell launched its Facebook page in 2012 and exceeded its 3-year target of 1 million fans in just 3 months, engaging customers in 45 countries.
Presentatie Cees van Riel; Het Communicatie Congres 2012communicatieonline
The document discusses building alignment between organizations and their stakeholders to improve performance. It recommends a four-phase approach: 1) Understanding stakeholder perspectives before launching strategies, 2) Assessing support and resistance among stakeholders, 3) Implementing initiatives to balance stakeholder needs, and 4) Tracking key performance indicators to measure alignment over time. Maintaining mutually rewarding relationships through this alignment process can increase financial performance by improving reputation and employee behaviors.
Amsterdam speech 11.9 (Carol Cone); Het Communicatie Congres 2012communicatieonline
The document discusses how companies can become leaders in corporate social responsibility and purpose-driven business. It finds that consumers increasingly expect companies to consider social impacts, not just profits. To build long-term trust, companies need to demonstrate societal performance through initiatives like cause branding, citizenship, and impacting local communities. The document provides examples of companies that developed successful social purpose strategies by starting with their mission, responding to current events, leveraging innovation, using their scale for good, or building on distinguishing characteristics. It concludes that for purpose initiatives to be effective, companies must lead from the top, customize programs locally, collaborate with partners, measure impacts, communicate through storytelling, engage stakeholders, and evolve their efforts over time.
Onlinereputatiemanagement (Sonja Utz); Het Communicatie Congres 2012communicatieonline
Door de opkomst van sociale media is het handelen van organisaties transparanter geworden en hebben consumenten en andere stakeholders meer invloed gekregen. Dit kan een kans maar ook een bedreiging voor een organisatie zijn. Het wordt voor organisaties daarom belangrijker hun online reputatie te monitoren en vooral ook te managen.
Identiteit kern van de zaak keynote tibor van bekkum_identiteitscongres 2012communicatieonline
This document discusses organizational identity and how it provides:
1) A sense of what the central, distinctive, and enduring characteristics of an organization are that helps members identify with it.
2) A reference point and self-representation that constructs reality, inspires, instructs, and legitimizes an organization's actions.
3) A sense of direction that can serve as a rudder for navigating difficult times and guiding strategic decisions.
This document discusses brand orientation and its benefits for organizations. It presents a model called the Brand Orientation Index (BOI) which measures an organization's level of brand orientation. The BOI identifies eight key factors that distinguish highly brand oriented companies, including their approach, implementation, goals, relationships, identity development, operational development, responsibility structures, and top management participation. Research has found a significant positive relationship between high brand orientation and financial performance. The document also profiles four different approaches organizations can take to branding and encourages reflection on how to improve brand orientation levels.
KPN-Case, Storytelling: Verandercommunicatie en inspirerend leiderschap in één.
Presentatie van Marjolein Huls voor iChange, het congres over interne communicatie.
Meer:
http://www.communicatieonline.nl/nieuws/bericht/lessen-verandercommunicatie-op-ichange/
Betekenis geven aan verandering.
Presentatie van Jaap Boonstra voor iChange, het congres over interne communicatie.
Meer:
http://www.communicatieonline.nl/nieuws/bericht/lessen-verandercommunicatie-op-ichange/
Hoe krijg je de lijnmanager mee.
Presentatie van Annemarie Mars voor iChange, het congres over interne communicatie.
Meer:
http://www.communicatieonline.nl/nieuws/bericht/lessen-verandercommunicatie-op-ichange/
Identiteit kern van de zaak keynote tibor van bekkum_identiteitscongres 2012communicatieonline
This document discusses organizational identity and how it provides:
1) A sense of what the central, distinctive, and enduring characteristics of an organization are that helps members identify with it.
2) A reference point and self-representation that constructs reality, inspires, instructs, and legitimizes an organization's actions.
3) A sense of direction that can serve as a rudder for navigating difficult times and guiding strategic decisions.
This document discusses brand orientation and its benefits for organizations. It presents a model called the Brand Orientation Index (BOI) which measures an organization's level of brand orientation. The BOI identifies eight key factors that distinguish highly brand oriented companies, including their approach, implementation, goals, relationships, identity development, operational development, responsibility structures, and top management participation. Research has found a significant positive relationship between high brand orientation and financial performance. The document also profiles four different approaches organizations can take to branding and encourages reflection on how to improve brand orientation levels.
KPN-Case, Storytelling: Verandercommunicatie en inspirerend leiderschap in één.
Presentatie van Marjolein Huls voor iChange, het congres over interne communicatie.
Meer:
http://www.communicatieonline.nl/nieuws/bericht/lessen-verandercommunicatie-op-ichange/
Betekenis geven aan verandering.
Presentatie van Jaap Boonstra voor iChange, het congres over interne communicatie.
Meer:
http://www.communicatieonline.nl/nieuws/bericht/lessen-verandercommunicatie-op-ichange/
Hoe krijg je de lijnmanager mee.
Presentatie van Annemarie Mars voor iChange, het congres over interne communicatie.
Meer:
http://www.communicatieonline.nl/nieuws/bericht/lessen-verandercommunicatie-op-ichange/