#isbf15 - unicredit: natural born advocates

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

THREE DYNAMICS INFLUENCE OUR LIVES 1.  The pervasiveness of internet 2.  The hyper socialization 3.  Trust as a key in social relations

So, what does it mean for UniCredit?

The hyper socialization 2 1 The pervasiveness of internet

3 Trust as a key in social relations

WE ARE “ALWAYS ON”….

1,02 bln

68%

Mobile users in Europe Internet penetration

40% Social network penetration

12"

WE ARE GETTING USED TO SOCIALIZE EVERYTHING

13"

WE ARE GETTING USED TO SOCIALIZE EVERYTHING

ALSO ABOUT OUR DAILY JOB

MANY NON-OFFICIAL GROUPS ON SOCIAL NETWORKS

7595 members

468 members (out of 800!)

UniCredit Employees group on LinkedIn UniQuest group On Facebook

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

SO, AWARENESS IS GOOD. BUT CAN WE DEVELOP ADVOCACY RELATED

COMPETENCIES?

“DO. OR DO NOT. THERE IS NO TRY”

Yoda (from “The Empire Strikes Back”)!

MADE IN UBIS

PASSIONS/ INTERESTS

CORPORATE BANKING

4 PILOTS

BORN TO BE ADVOCATE Control group

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.

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

AND REMIND… WITH GREAT POWERS

COME GREAT RESPONSIBILITIES

ADVOCACY NEEDS SUPPORT FROM THE ORGANIZATION

DASHBOARD COMMUNITY

ADVOCACY NEEDS SUPPORT FROM THE ORGANIZATION

PEOPLE ARE THE KEY FOR TRUST

ON SOCIAL MEDIA PEOPLE ARE THE

CHANNEL "

PERSONAL PROFILES ON

SOCIAL NETWORKS

"

OFFICIAL AND NON-OFFICIAL

ACCOUNTS

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)

RESULTS AFTER 3 MONTHS

12.671 Clicks

5.444 Reactions

3.788.561 Impressions

3.579 Shares

CTR RESULTS AFTER 3 MONTHS

CTR: Click to reach!

0,2% "

CTR Organic"

1,2% "CTR Advocates"

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%

WHAT’S NEXT?

WORKING ON THE VIRAL POTENTIAL

FOR 2016

NATURAL BORN ADVOCATES

IN THE END, WE'RE ALL CUSTOMERS,

ALSO WITHIN AN ORGANIZATION

#isbf15 - unicredit: natural born advocates

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