Ten Organizational Design Models to align structure and operations to busines...
Aviva case
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5. “ YOU ARE THE BIG PICTURE” Anatomy of a corporate social media campaign
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9. Audience hierarchy: talk to somebody in order to talk to everybody I nfluencers : (C-Suite, Investors, Analysts, Journalists) Financial mavens Customers overheard overheard Internal Bulls-eye
10. Executional idea People Partners Customers Community Shining a light on the stories of the people at the heart of Aviva
55. Powering the conversation - making it human Dedicated campiagn social media manager - Becca Sibley [email_address]
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Editor's Notes
Global think tank of non traditional thinkers. Will help engage ‘influencers’ and provide substance to the campaign EIU will lead research, help facilitate think tank and collate report and conclusions Themes: Individual influences on prosperity: e.g. How individual approaches to savings work Business influences: e.g. The approach to prosperity from the financial services industry Policy influences: e.g. How government policy affects the way we spend and save
Managers packs distributed 2 weeks before campaign launch (mid September) Managers encouraged to brief their staff 1 week before campaign launch Pack includes DVDs showing video stories and newsletter with detailed information on campaign Posters and banners on Avivaworld will also be available.
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