We are all customers, also within an organization.

2. PEOPLE HAVE THE POWER
Digital starts from human needs!
PATRIZIO REGIS
Head of Group Internal Comms
UniCredit
July 7th 2015

3. 2!
Three dynamics influencing our lives:
1. Pervasiveness of internet
2. Hyper socialization
3. Habit of co-generation

4. The real question about digital within our organizations
is: why should I accept an experience as an employee
which is poorer than the one I have as a customer? 3!

5. So, how are we dealing with this questions
@UniCredit?
The hyper socialization2
1 The pervasiveness of internet
3 The habit of co-generation

6. We are “always on”….
5!

7. We are “always on”….
6!
1,02mln mobile
users in Europe
Internet penetration
68%
Social network
penetration 40%

8. …and we look for state of the art experiences.
7!

9. …and we look for state of the art experiences.
8!
As on the web,
also on a
company intranet
poor content drives
low accesses / time
per user

10. In 2010 we realized we were competing with the external
environment to keep our colleagues engaged with our channels
and we took the challenge of designing a new internal framework 9!

11. In 2010 we realized we were competing with the external
environment to keep our colleagues engaged with our channels
and we took the challenge of designing a new internal framework 10!
More than 50
colleagues working
on the concept.
~4.000 users
involved in prototipes
testing

12. We were not afraid to "steal" from web best practices
to design our channel and contents…
11!

13. We were not afraid to "steal" from web best practices
to design our channel and contents…
12!
Daily visitors in the
entities already on
the new platform
nearly doubled
(+95%)
Page viewes
more than doubled
(+133%)

14. …we constantly explore new editorial formats…
and we discovered coffee is a powerful ally.
13!

15. …we constantly explore new editorial formats…
and we discovered coffee is a powerful ally.
14!
You have 5-8
seconds to catch the
attention of your
audience

16. So, how are we dealing with this questions
@UniCredit?
The hyper socialization2
1 The pervasiveness of internet
3 The habit of co-generation

17. We are getting used to socialize everything.
Also about our daily job…
16!

18. We are getting used to socialize everything.
Also about our daily job…
17!
MANY NON-OFFICIAL
GROUPS ON SOCIAL
NETWORKS
UniCredit Employees
group on LinkedIn:
7775 members
UniQuest Facebook group:
441 members (out of 800!)

19. …or about our company events
18!

20. …or about our company events
19!
We listened to 280
colleagues about their
usage of Social Media
We designed dedicated
on line training modules
We released a policy on
Employee and Social Media

21. We started generating awareness about social media
and UniCredit approach to these channels…
20!

22. We started generating awareness about social media
and UniCredit approach to these channels…
21!
2 Internal Digital
Campaigns
31.000 unique visitors
7.000 completed
questionnaires
1 new campaing to be
realesed in the next weeks

23. …but are we ready to create a job out of advocacy?
22!

24. …but are we ready to create a job out of advocacy?
23!
EMPLOYEES ADVOCACY
PROGRAM
50 advocates
(Italy, Croatia, Poland)
9 training days
3 dedicated tools
(dashboard, community, device)

25. So, how are we dealing with this questions
@UniCredit?
The hyper socialization2
1 The pervasiveness of internet
3 The habit of co-generation

26. People want to have a voice…
25!

27. People want to have a voice…
26!
Information
architecture designed
according to search needs
Communities to accelerate
idea management and
feedback sharing, also on
new products

28. …we build channels upon their feedback…
27!
Card Sorting Interaction Design Eye Tracking
Information Architecture Personas Prototypes
Focus Groups / Workshops Look & FeelExpert Review

29. …we build channels upon their feedback…
28!
Card Sorting Interaction Design Eye Tracking
Information Architecture Personas Prototypes
Focus Groups / Workshops Look & FeelExpert Review
362 One 2 One
interviews
73 people involved
in focus groups
3587 remote surveys

30. …we ask users about our contents,
and we constantly discuss with them how to improve.
29!

31. …we ask users about our contents,
and we constantly discuss with them how to improve.
30!
Intense usage of
statistics
Polls on most important
contents, rating on
all content
A community to engage
with our editors

32. …sharing in an organization doesn’t come alone.
31!

33. …sharing in an organization doesn’t come alone.
32!
A team dedicated to
improve community
management skills
180 hours of training and
induction to Community
Owners
30 hours of workshops

35. In the end, we're all customers,
also within an organization.!