The document discusses the challenges of communication directors in the digital world. It notes that there has been a paradigm shift from control to conversation, requiring communication professionals to empower employees to have relevant conversations and build trust. Specifically, the role of communication directors has changed from simply reporting information to coaching employees and helping them safely engage in conversations online. The document advocates establishing corporate social networks and training programs to raise awareness and gradually involve employees in information sharing, content generation, and active conversations in order to build the company's reputation and become a "conversation company".

1. @chemapalomares
Involving employees in the 2.0
communication strategy:
THE CONVERSATION
CHALLENGE
@chemapalomares
José María Palomares
VP Communication, Public Affairs & CSR
ING Bank Spain & Portugal
EACD Summit – Brussels 2014

2. @chemapalomares
What are the challenges
of communication
directors in the digital
world?
@chemapalomares

3. @chemapalomares
#1 PARADIGM SHIFT:
FROM CONTROL TO CONVERSATION
@chemapalomares

4. @chemapalomares
Reputation Economy
83%
of companies think they compete in the
Reputation Economy
A
marketplace
where
stakeholder
support
is
now
based
more
on
percep5ons
of
your
company
than
percep5ons
of
your
products
or
services.
Who
you
are
ma:ers
more
than
what
you
produce.

5. Reputation Economy
Direct
experience
What
others
say
about
you
What
you
do
and
what
you
say
Products
Customer
service
Investments
Employment
Social
Media
Media
KOLs
Friends
&
familiy
Brand
Adver5sing
PR
CSR
Perceptions Attitudes & behaviours Business results

6. Reputation Economy
Direct
experience
What
others
say
about
you
What
you
do
and
what
you
say
Products
Customer
service
Investments
Employment
Social
Media
Media
KOLs
Friends
&
familiy
Brand
Adver5sing
PR
CSR
Perceptions Attitudes & behaviours Business results
IT’S
ALL
ABOUT
CONVERSATIONS

7. @chemapalomares
Relevant
conversations
+Results
Reputation

8. @chemapalomares
2014
Edelman
Trust
Barometer

9. @chemapalomares
2014
Edelman
Trust
Barometer

10. @chemapalomares
2013
Edelman
Trust
Barometer

11. @chemapalomares
The
Path
to
the
Future
of
Corporate
Communica5on
Lies
Through
Engagement
and
Long-­‐Term
Rela5ons
Corporate
Excellence
workpaper.
The new multi-stakeholder approach

12. @chemapalomares
40%
Unused Conversation Potential
Steven Van Belleghem
The Conversation Company@chemapalomares

13. @chemapalomares
Conversations with external stakeholders
Conversationswithinternalstakeholders Proud
company
Boring
company
Adored
company
Corporatecontents
Customer experience
Conversation
company
Adapted from Steven Van Belleghem
The Conversation Company

14. @chemapalomares@chemapalomares

15. @chemapalomares@chemapalomares

16. @chemapalomares
Barriers
Employees
FEAR to
unknown
Organiza=ons
Loss of
CONTROL

17. @chemapalomares
#2 ROLE CHANGE:
FROM REPORTER TO COACH
@chemapalomares

18. @chemapalomares
Building TRUST

19. @chemapalomares
Corporate
communica5ons
Customer
service
Informal
content
Commercial
content
What?
Doubts
and
consumer
complaints
Ac=on?
Employees
not
involved
What?
Official
comms
Ac=on?
Employees
not
involved
What?
Content
created
by
employees
in
their
work
Ac=on?
Employees
can
create
and
share
this
content
What?
Commercial
marke5ng
Ac=on?
Employees
to
share
in
their
SM
profiles
Rules
Adapted from Steven Van Belleghem
The Conversation Company

20. @chemapalomares
Commercial
content

21. @chemapalomares
Informal
content

22. @chemapalomares
Informal
content
Commercial
content
What?
Doubts
and
consumer
complaints
Ac=on?
Employees
involved
What?
Official
comms
Ac=on?
Employees
involved
What?
Content
created
by
employees
in
their
work
Ac=on?
Employees
can
create
and
share
this
content
What?
Commercial
marke5ng
Ac=on?
Employees
to
share
in
their
SM
profiles
Rules
Adapted from Steven Van Belleghem
The Conversation Company
Customer
service
Corporate
comms

23. @chemapalomares
Corporate
communica5ons
www.ennaranja.com

24. @chemapalomares
Customer
service

25. @chemapalomares
Empower and accompany

26. @chemapalomares
AWARENESS
PROGRAM
FOR
EMPLOYEES
#socialholic
Fernando
Polo
y
Juan
Luis
Polo
TRAINING
Marke5ng
&
communica5on
DINAMIZATION
COMMUNICATION
Training
plans
Rules,
guides,
channels…
Corporate
Social
Network
Partners,
providers…
HR
Corporate
areas
Stakeholders

27. @chemapalomares
ADDING
VALUE
TO
THE
EMPLOYEE
Awareness
Communica5ons
Empowerment
Employability
2.0
skills
Networking
2.0

28. @chemapalomares
IGNORE
Fear.
Ignorance.
Distrust.
APPROACH
PHASES
TO
THE
2.0
WORLD
FIRST
APPROACH
Curiosity
SHARING
INFORMATION
Engagement
GENERATING
CONTENTS
Adding
value
CONVERSATING
Leading.
Relevant
connec=ons

29. @chemapalomares
I
IGNORE
THIS
STUFF
@chemapalomares

30. @chemapalomares
I
HAVE
A
LOOK

31. @chemapalomares
I
PARTICIPATE
&
SHARE
SOMETHING

32. @chemapalomares
I
CREATE
&
SHARE
MY
OWN
CONTENT
@chemapalomares

33. @chemapalomares
I
ACTIVELY
HAVE
CONVERSATIONS

34. Content
generation
Involving
employees
Sharing &
spreading
Generating
conversations

35. @chemapalomares
CORPORATE
SOCIAL
MEDIA
NETWORKS
ü CATALYST
OF
CHANGE
ü SAFE
ENVIROMENT
ü PROMOTING
EMPLOYEE
2.0
PERSONALITY

36. @chemapalomares
Conversations with external stakeholders
Conversationswithinternalstakeholders
Proud
company
Boring
company
Adored
company
Corporatecontents
Customer experience
Conversation
company
A
great
opportunity
to
build
reputa=on
through
relevant
conversa=ons.
Employees
are
key
but
it’s
necesary
to
empower
and
give
them
the
necessary
tools.
The
CCO
should
assert
leadership
in
encouraging
ac5on,
building
confidence
and
promo=ng
the
conversa=on
company.

37. @chemapalomares
#2 ROLE CHANGE:
FROM REPORTER TO COACH
#1 PARADIGM SHIFT:
FROM CONTROL TO CONVERSATION

38. @chemapalomares
;-)
Thanks!
Let’s keep in touch through @chemapalomares