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

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

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

4. So, what does it mean for UniCredit?
The hyper socialization2
1 The pervasiveness of internet
3 Trust as a key in social relations

6. WE ARE “ALWAYS ON”….
1,02 bln
68%
Mobile users in Europe
Internet penetration
40% Social network penetration

10. So, what does it mean for UniCredit?
The hyper socialization2
1 The pervasiveness of internet
3 Trust as a key in social relations

11. 11"

12. 12"
WE ARE GETTING USED TO
SOCIALIZE EVERYTHING

13. 13"
WE ARE GETTING USED TO
SOCIALIZE EVERYTHING
ALSO ABOUT OUR DAILY JOB

14. MANY NON-OFFICIAL GROUPS
ON SOCIAL NETWORKS
7595 members
468 members
(out of 800!)
UniCredit Employees
group on LinkedIn
UniQuest group
On Facebook

16. 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

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

18. “DO. OR DO NOT.
THERE IS NO TRY”
Yoda (from “The Empire Strikes Back”)!

20. MADE
IN UBIS
PASSIONS/
INTERESTS
CORPORATE
BANKING
4 PILOTS
BORN TO BE
ADVOCATE
Control group

22. 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.

24. 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

26. AND REMIND…
WITH GREAT POWERS
COME GREAT RESPONSIBILITIES

28. ADVOCACY NEEDS SUPPORT
FROM THE ORGANIZATION

29. DASHBOARD COMMUNITY
ADVOCACY NEEDS SUPPORT
FROM THE ORGANIZATION

31. So, what does it mean for UniCredit?
The hyper socialization2
1 The pervasiveness of internet
3 Trust as a key in social relations

33. PEOPLE ARE THE KEY FOR TRUST
ON SOCIAL MEDIA
PEOPLE ARE THE
CHANNEL
"
PERSONAL
PROFILES ON
SOCIAL
NETWORKS
"
OFFICIAL AND
NON-OFFICIAL
ACCOUNTS

34. 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)

36. RESULTS AFTER 3 MONTHS
12.671
Clicks
5.444
Reactions
3.788.561
Impressions
3.579
Shares

37. CTR RESULTS AFTER 3 MONTHS
CTR: Click to reach!
0,2%
"
CTR Organic"
1,2%"CTR Advocates"

39. 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%

41. WHAT’S NEXT?
WORKING ON
THE VIRAL POTENTIAL
FOR 2016

43. NATURAL BORN ADVOCATES
IN THE END,
WE'RE ALL CUSTOMERS,
ALSO WITHIN AN ORGANIZATION