Natural born advocates - Patrizio Regis

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1. UniCredit is testing using employees as advocates on social media to generate awareness of the company and influence social media. 2. Over 400 employees applied to be advocates and 60 were selected, generating over 31,000 clicks, 12,500 reactions, and over 8 million impressions in their first generation. 3. A second generation of advocates has seen continued growth in engagements and improved click-through rates, showing that employee advocacy can positively impact the company's social media presence and reputation.

Business

7

UNICREDIT NATURAL BORN ADVOCATES
People Have The Power
Milan, 06 July 2016
PATRIZIO REGIS
Head of Group Internal Comms
UniCredit

So, how to cope with social media?
Generating awareness2
1 Realizing the influence of social media
3 Testing employees advocacy
4 Measuring the impact of trust

550
8,000
500
700
330
MEET CLAUDIO
Facebook friends
Followers on Facebook
pages
Twitter followers
Instagram Followers
LinkedIn connections
10,000+ CONNECTIONS

7

MANY NON-OFFICIAL
GROUPS ON SOCIAL
NETWORKS
WITH THOUSANDS OF
MEMBERS

INTERNAL DIGITAL
CAMPAIGN 1
#discover
PERFORMED ACTIONS
2015

2016

LISTEN TO DISCOVER
WORKSHOPS
INTERNAL DIGITAL
CAMPAIGN 2
#presence
MANDATORY ON LINE
TRAINING
INTERNAL DIGITAL
CAMPAIGN 3
#howto
POLICY EMPLOYEES AND SOCIAL
MEDIA
INTERNAL DIGITAL
CAMPAIGN 4
#epicfail

REPUTATIONAL RISK
WITHINYOURJOB
DESCRIPTIONYESNO
CRITICAL NON CRITICAL
POLICY MATRIX
AVOID
COMMENTING
CONFER WITH
THE SOCIAL
MEDIA COUNTRY
TEAM OR LOCAL
I&C STRUCTURE
STATE THAT
YOU DO
NOT
REPRESENT
UNICREDIT
POSITION
SHARE
YOUR
OPINION
EXPAND
YOUR
KNOWLED
GE

3 #howto2 #presence 4 #epicfail
1 #discover

SELECTI
ONTRAININ
G
CONTEN
TSPERFORMA
NCE
ANALYSIS
TOOLS
SETTING
S
GOALS
TO
ACHIEV
E
MONITORIN
G REWARDIN
G
TARGET
S
SET
PROFIL
ES

ONBOARDING &
SELECTION
3,000 COLLEAGUES
Have been invited to apply
400 COLLEAGUES
Applied
60 ADVOCATES
Have been identified

WE HAD NO IDEA OF THE
CONSEQUENCES OF GIVING
ALL THIS POWER TO SO
MANY PEOPLE

RESULTS FIRST
GENERATION
31,419
Clicks
12,560
Reactions
8,044,342
Impressions
7,908
Shares
Data for 50 Italian advocates (June – December 2015)
RESULTS SECOND GENERATION SO FAR…
13,497
Clicks
2,704
Reactions
1,524,433
Impressions
2,379
Shares
Data for 60 advocates (January – March 2016)

FACEBOOK CTR RESULTS
CTR: Click to reach (ratio between click and impressions)

0.2%

CTR ORGANIC

1.4%

CTR ADVOCATES

1.9%

CTR ADVOCATES

SECOND
GENERATIO
N
FIRST
GENERATION

ENGAGEMENT BENEFITS
SURVEY SUBMITTED TO THE FIRST GENERATION OF
ADVOCATES
KNOWLEG
DE
About UniCredit
Social Media
Strategy
SATISFACTI
ON
About quality
of provided
content to share
PREPARATIO
N
To cope with
critical voices on
social media
MENTORI
NG
Signed up as
mentors for
the new
advocates
IMPROVEME
NT
In the relationship
with the company
100% 98% 100% 65% 78%

FROM A BUNCH OF
HEROES TO AN ASSET
FOR THE GROUP
The ones launching a
new initiative pro-actively
ask to involve advocates
1
We switched from a top-
down (silos) to a bottom-up
(topic filtering) approach
2
We create
dedicated “premium”
contents for them
3
NOT REPLACING BUT MAGNIFYING COMPANY
COMMUNICATION

“I FIND YOUR
LACK OF FAITH
DISTURBING”
NATURAL BORN
ADVOCATES
Darth Vader (from “Star Wars”)

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