How to convey your brand through digital investor relations? Telecom Italia
0 likes647 views
The document discusses the evolution of online reporting by Telecom Italia, highlighting their shift from traditional compliance to engaging communication through digital platforms from 2000 to 2015. Key milestones include the introduction of hybrid reports, a focus on strategy and storytelling, and the use of innovative tools like video interviews and augmented reality. Lessons learned emphasize understanding audience needs, using analytics, and encouraging internal cultural change to foster innovation.
How to convey your brand through digital investor relations? Telecom Italia
- 1. Evolution of online reporting Telecom Italia’s answer? A brand-new Company Profile TELECOM ITALIA GROUP Silvia Lischetti Institutional Communication Institutional Web & Social
- 2. 2 Recent challenges in Annual Reporting EFFICIENCY of the productive process Communication EFFECTIVENESS From COMPLIANCE and DISCLOSURE To COMMUNICATION and ENGAGEMENT 2000-2012 2013-2015 INSTITUTIONAL stakeholders BROADER audiences Just a REPLICA of offline documents Exploit all opportunities of DIGITALIZATION Main purpose Audience Online version
- 3. 3 2013: Connected Life ► the first example of hybrid report ► a living document updated over the course of the year ► a summary of Telecom Italia main results, strategy and key areas (innovation, sustainability and support to startups), enriched by stories ► conceived both online and offline
- 4. 4 2014: Telecom Italia beyond numbers ► greater focus on strategy ► Video interview with the CEO ► evolution of storytelling with tangible solutions to promote Italy’s growth and improve people’s everyday life (i.e. contributing to the Digital Agenda, sustaining intelligent mobility, building digital schools, integrating diversity)
- 5. 5 2015: Connected to the future (1/2) ► Telecom Italia Group role to promote the development of society ► focus on the strategy towards the future: the future is innovation, the future is for everyone, the future is young ► 9 video interviews with Top Managers and greater interactivity through Augmented Reality
- 6. 6 2015: Connected to the future (2/2) Augmented Reality Video interviews with Management
- 7. 7 Main results ► new audiences ► good performance (also on SlideShare) and a positive trend in analytics ► consistent communication ► best practice OUTSIDE the company INSIDE the company ► involvement of Top Managers ► change of the internal culture
- 8. 8 Lessons learnt ► Be familiar with your audiences and their needs ► Be maniacal with analytics ► Be brave, don’t be afraid of experimenting new things ► Overturn habits and challenge yourself ► Make your Top Managers feel passionate about your project