The document discusses the necessary transformation and trust-building strategies for the Dianova organization to improve performance and social value in the context of 21st-century demands. It highlights the importance of aligning stakeholder perceptions with organizational goals, effective communication, and innovative practices to enhance sustainability and trustworthiness. Additionally, it outlines the outcomes of strategic initiatives, including increased social impact and revenue generation.

1. © Rui Martins | Dianova1
Implement
new Metrics
that integrate
Social Goals
and Values
40th Annual Meeting WEF Davos 2010
“Improve the State of the World: Rethink, Redesign, Rebuild”
Need to
Rethink institutions
and Redesign them to
meet 21st century demands
& Position organizations
for higher
Performance

2. © Rui Martins | Dianova2
Building Trust in a turmoil crisis through
Change management communications: how to
create social value
Global Forum “Communication On Top” Davos, 8-9th February 2010

3. © Rui Martins | Dianova3
The growing attractiveness of the
Third Sector
Innovation Management → Innovation on Work Practices
Julian Birkinshaw, co-founder InnovationLab London Business School
$1.9 trillion in
operating
expenditures
(#5 if a country)
4,6% (48.4 M jobs)
of economically
active population
53% fees as source
of revenue
35% government
12% philanthropy

4. © Rui Martins | Dianova4
The Problem 2003: Who’s Dianova?
What does it stands for?
Exclusive focus on
drug treatment
76% decrease
of new clients
1998-2002
Unknow brand
Unattractive Partner

5. © Rui Martins | Dianova5
Developing Trusting Relationships
for Organisational effectiveness
Aligning stakeholder’s perceptions and expectations with Organisational goals
1
Source credibility
Ethos Integrity
Logos Expertise
Pathos Charisma
2
Brand Engagement
Transparency
Honesty
Interactivity
3
Reputation of
being Trustworthy
“Trust Deposit
Bank”
Competence, Open
Reliability

6. © Rui Martins | Dianova6
Goals: Incorporating new
management paradigms
Change Management, Governance, Ethics, Sustainability, Reputation...
Create a new
Trustworthy &
Inspiring brand
Value proposition
for Clients,
Board & Staff
and Society
Guaranteeing
Dianova’s
Sustainability and
Social Value

7. © Rui Martins | Dianova7
Desired Positive change
A roadmap towards Sustainability
What procedures
and capabilities
do we require?
What do
we have to change?
•How to manage
•change in harmony
•with our
•core values?

8. © Rui Martins | Dianova8
Strategy: Recreating and Leading
Dianova’s own future…
One Language, One Voice, One Brand
People +
Leadership +
Organisational
Culture
Embedding Strategy
& Communication
Change
Management
Communication levels
Awareness|Understanding
Commitment|Change
Offline and
Online Tools
Proactive & Positive flow
Information|Dialogue
Involvement|Recognition

9. © Rui Martins | Dianova9
Brand
Management
& Internal
Comm
Integrated Communication
Moto Learn | Grow | Achieve
Aligning Corporate Culture with its Best Principles
Corporate
Communication
Public
Affairs
Health
Communication
Media
Relations
Social
Marketing &
Events
Online Comm
& Social
Media

10. © Rui Martins | Dianova10
Government
• Legislators
• Regulators
• Politicians
• Local and Central
administration
• Project analysts
• International
bodies
Organisation
• Board
• Staff
• Volunteers
• Suppliers
• Partners
• Clients
• “Shareholders”
Community
• Leaders
• Analysts
• Investors and
Sponsors
• Public in general
• Academia
Market
• Prescribers
• Health, Education
and Social Professionals
• Potential clients
• Families
• Opinion makers
• Competition
Good corporate
Citizen?
Social
development?
Quality?
Effective?
Partnerships?
Innovative?
Good governance?
Social value?
Good place
to work?
Creative team?
Multi-stakeholders approach
Cooperation and cooptition culture
Based upon Model of Business Relationships, MacMillan et al (2000)
Trustworthy? Commitment?

11. © Rui Martins | Dianova11
Trust
Deposit Bank
Corporate
Governance Policy
Board Supervision
Evaluation of annual plan
Accountability
Quality
Management
System ISO 9001:2000
Therapeutic Community
Increase satisfaction 12,3%
Increase new admissions
30,2%
Corporate Social
Responsibility
Balanced Scorecard
2008-2012
Strategic planning
Monitoring
Evaluation
Internal Comm
& Talent Mng
56 Staff & Board
Talent retention 93,25%
Team building Workshps
Academia Jobshops

12. © Rui Martins | Dianova12
Trust
Deposit Bank
Sustainable Social
Integration
Professional Integration
Nursery Plant
+50 beneficiaries
13 staff
€300.000/year
New sources
Income
Social Stock Exchange
Lisbon
“3G Emotional Adventure
Campus”
200.000 social
shares
Innovation
Certification as Training
Organisation
New service Training
Centre
Transparency &
Accountability
Annual Report
External Publication
Monthly eNews
Website
Social media

13. © Rui Martins | Dianova13
Offline Tactics show case

14. © Rui Martins | Dianova14
Online & Social Media Tactics show case

15. © Rui Martins | Dianova15
Delivering the promise
Social ImPact 2007-2009
Treatment
Program
237
Social
Inclusion
288
Training
& Family
Programs
1.541
Prevention
& Education
2.671Community
Development
3.081
4.664
2009
2.041
2008
1.113
2007

16. © Rui Martins | Dianova16
Economic Performance 2008
GENERATED
REVENUE
65%
PUBLIC
FUNDING
25%
PHILANTHROPY
10%

17. © Rui Martins | Dianova17
Communication ImPact 2009
OUTPUT
Effectiveness
of message
dissemination
IMPACT
Communication effect on
Stakeholders
OUTCOMES
What changed
Positive media
Coverage
111 news
9.8million readers
€348.198 ROI
7.258 monthly views
Recognition of
capability to change
Innovation and
Professionalism
Master classes &
Seminars UNI
Demand
treatment
Increase 30.2%
Partnerships
6 high-level nat/intern
Conferences
4 high-level

18. © Rui Martins | Dianova18
Conclusions
Reputation =
Stakeholder relationships,
Experiences & future
behaviours
Monitoring
Evidence of the strength
of these relationships
Internal & external
reporting
Evaluation
Allows NGO to act now
to improve Governance,
Sustainability and
Reputation
Take
Risks
Accept
Mistakes
Stay
Learning
Encourage
Innovation
Embrace
Change
Enjoy

19. © Rui Martins | Dianova19
Inspiring the Change in a
Savvy & creative way! THANK YOU
© Rui Martins │Dianova