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#ISBF15 - Unicredit: Natural Born Advocates

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How UniCredit is supporting its people to deal with three of the main dynamics that are influencing our lives: the pervasiveness of internet, the tendency to hyper socialize and the new role of trust in social relations.

Relatore: Patrizio Regis, Head of Group Internal Communications, UniCredit

Slide proiettate durante l'evento Italian Social Banking Forum del 1° ottobre 2015, Evento promosso nell'ambito del progetto di ricerca SOCIAL MINDS da DML srl. Guarda i video dei keynote su https://vimeo.com/album/3596062. Scopri di più sul progetto di ricerca SOCIAL MINDS su www.socialminds.it

Published in: Business
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#ISBF15 - Unicredit: Natural Born Advocates

  1. 1. Italian Social Banking Forum 2015 #ISBF15 UNICREDIT NATURAL BORN ADVOCATES Supporting our people to deal with: the pervasiveness of internet, the tendency to hyper socialize and the new role of trust in social relations Relatori: Patrizio Regis Head of Group Internal Comms, UniCredit 1 ottobre 2015 Milano
  2. 2. THREE DYNAMICS INFLUENCE OUR LIVES 1.  The pervasiveness of internet 2.  The hyper socialization 3.  Trust as a key in social relations
  3. 3. So, what does it mean for UniCredit? The hyper socialization2 1 The pervasiveness of internet 3 Trust as a key in social relations
  4. 4. WE ARE “ALWAYS ON”…. 1,02 bln 68% Mobile users in Europe Internet penetration 40% Social network penetration
  5. 5. So, what does it mean for UniCredit? The hyper socialization2 1 The pervasiveness of internet 3 Trust as a key in social relations
  6. 6. 11"
  7. 7. 12" WE ARE GETTING USED TO SOCIALIZE EVERYTHING
  8. 8. 13" WE ARE GETTING USED TO SOCIALIZE EVERYTHING ALSO ABOUT OUR DAILY JOB
  9. 9. MANY NON-OFFICIAL GROUPS ON SOCIAL NETWORKS 7595 members 468 members (out of 800!) UniCredit Employees group on LinkedIn UniQuest group On Facebook
  10. 10. 2 Internal Digital Campaigns •  60.000 unique visitors •  7.000 completed questionnaires 1 New campaign to be released in the next weeks We listened to 280 colleagues about their usage of social media We designed a mandatory on line training We released a policy on Employees and Social Media PERFORMED ACTIONS
  11. 11. SO, AWARENESS IS GOOD. BUT CAN WE DEVELOP ADVOCACY RELATED COMPETENCIES?
  12. 12. “DO. OR DO NOT. THERE IS NO TRY” Yoda (from “The Empire Strikes Back”)!
  13. 13. MADE IN UBIS PASSIONS/ INTERESTS CORPORATE BANKING 4 PILOTS BORN TO BE ADVOCATE Control group
  14. 14. ONBOARDING & SELECTION 1.  3000 colleagues with potential interest in the program has been defined (people who gave their contact information after the communication campaign, all the colleagues belonging to specific departments/competence lines and all Italian network talents). They received an invitation e-mail to apply. 2.  400 colleagues applied spontaneously, filling in an online survey. 3.  60 advocates have been identified, after the final selection based on the answers to this questionnaire.
  15. 15. ADVOCACY NEEDS SPECIFIC TRAINING 3 DAYS PER PERSON ON: •  UniCredit Social Media Strategy •  Advocacy main topics •  Edutainment show DAY 1 •  Personal Branding •  Contents •  Dashboard •  How to set goals and measure DAY 2 •  Social Stories simulation DAY 3
  16. 16. AND REMIND… WITH GREAT POWERS COME GREAT RESPONSIBILITIES
  17. 17. ADVOCACY NEEDS SUPPORT FROM THE ORGANIZATION
  18. 18. DASHBOARD COMMUNITY ADVOCACY NEEDS SUPPORT FROM THE ORGANIZATION
  19. 19. So, what does it mean for UniCredit? The hyper socialization2 1 The pervasiveness of internet 3 Trust as a key in social relations
  20. 20. PEOPLE ARE THE KEY FOR TRUST ON SOCIAL MEDIA PEOPLE ARE THE CHANNEL " PERSONAL PROFILES ON SOCIAL NETWORKS " OFFICIAL AND NON-OFFICIAL ACCOUNTS
  21. 21. PEOPLE ARE THE KEY FOR TRUST Source: Advocates as content creators, Social Chorus, 2013 7X interest on ADVOCATE-GENERATED CONTENT vs BRANDEND CONTENT (official pages) 10X interest on ADVOCATE-GENERATE CONTENT vs BRANDEND CONTENT (paid media)
  22. 22. RESULTS AFTER 3 MONTHS 12.671 Clicks 5.444 Reactions 3.788.561 Impressions 3.579 Shares
  23. 23. CTR RESULTS AFTER 3 MONTHS CTR: Click to reach! 0,2% " CTR Organic" 1,2%"CTR Advocates"
  24. 24. ENGAGEMENT BENEFITS SURVEY  SUBMITTED TO THE ADVOCATES AFTER 3 MONTHS KNOWLEGDE IMPROVEMENT about UniCredit Social Media Strategy & personal branding and privacy topics (70% of them perceive an enhancement of their personal branding on social media) SATISFACTION of the content they’ve shared (in comparison with their expectations) READY TO FACE CRITICS to UniCredit on social media WILLING TO BE A TRAINER for the new advocates and be involved in the editorial planning on the project in 2016 wave IMPROVEMENT in his/her relationship with the company 100% 98% 100% 65% 78%
  25. 25. WHAT’S NEXT? WORKING ON THE VIRAL POTENTIAL FOR 2016
  26. 26. NATURAL BORN ADVOCATES IN THE END, WE'RE ALL CUSTOMERS, ALSO WITHIN AN ORGANIZATION

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