Presentation made by Silvia Lischetti, of Telecom Italia at the Evolution of the Annual Report, 30 September 2015

1. Evolution of online reporting
Telecom Italia’s answer? A brand-new Company Profile
TELECOM ITALIA GROUP
Silvia Lischetti
Institutional Communication
Institutional Web & Social

2. 2
Recent challenges in Annual Reporting
EFFICIENCY of the productive process Communication EFFECTIVENESS
From
COMPLIANCE
and DISCLOSURE
To
COMMUNICATION
and ENGAGEMENT
2000-2012 2013-2015
INSTITUTIONAL stakeholders BROADER audiences
Just a REPLICA of offline documents
Exploit all opportunities of
DIGITALIZATION
Main purpose
Audience
Online version

3. 3
2013: Connected Life
► the first example of hybrid report
► a living document updated over the course of the year
► a summary of Telecom Italia main results, strategy and key areas (innovation,
sustainability and support to startups), enriched by stories
► conceived both online and offline

4. 4
2014: Telecom Italia beyond numbers
► greater focus on strategy
► Video interview with the CEO
► evolution of storytelling with tangible
solutions to promote Italy’s growth and
improve people’s everyday life (i.e. contributing to
the Digital Agenda, sustaining intelligent mobility,
building digital schools, integrating diversity)

5. 5
2015: Connected to the future (1/2)
► Telecom Italia Group role to promote the development of society
► focus on the strategy towards the future: the future is innovation, the future is for
everyone, the future is young
► 9 video interviews with Top Managers and greater interactivity through
Augmented Reality

6. 6
2015: Connected to the future (2/2)
Augmented Reality
Video interviews with
Management

7. 7
Main results
► new audiences
► good performance (also on
SlideShare) and a positive trend in
analytics
► consistent communication
► best practice
OUTSIDE the company INSIDE the company
► involvement of Top Managers
► change of the internal culture

8. 8
Lessons learnt
► Be familiar with your audiences and their needs
► Be maniacal with analytics
► Be brave, don’t be afraid of
experimenting new things
► Overturn habits and
challenge yourself
► Make your Top Managers feel passionate
about your project

9. Thank you!
silvia.lischetti@telecomitalia.it
@silvialisk
linkedin.com/in/silvialischetti