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16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
SARA RUSCONI
“BUSINESS TRANSFORMATION AT WORK”
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
SARA RUSCONI
“BUSINESS TRANSFORMATION AT WORK”
GLOBAL TRENDS PUSH
COMPANIES TO TRANSFORM
THEIR BUSINESS
SHARING
ECONOMY
ERODING TRUST
CLIMATE CHANGE
ARTIFICIAL
INTELLIGENGE
SOCIAL CHALLENGES
DIGITALISATION
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
PEOPLE EXPECT MORE FROM COMPANIES
TRUST IN INSTITUTIONS DECLINES
Edelman trust barometer - 2017 Edelman trust barometer - 2017
HOW BUSINESSES CAN BUILD TRUST
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
HOW ARE COMPANIES RESPONDING?
73%COMPANIES PRESENTING THEIR
STRATEGY ONLINE
32%PRESENTING CONCRETE
ACTIONS 39%PRESENTING MEGATRENDS
19%PRESENTING STRATEGY,
ACTIONS AND TRENDSWebranking Europe 500
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
DEFINING YOUR PURPOSE
WHY DOES OUR BUSINESS EXIST?
WHAT IS OUR MISSION?
WHAT MAKES OUR COMPANY DIFFERENT FROM THE OTHERS?
HOW DOES IT CONTRIBUTE TO LOCAL CHALLEGES?
WHAT IS OUR APPROACH TO CORPORATE CULTURE?
ARE THERE CLEAR TARGETS AND ACTIONS?
DOES IT PROVIDE VALUE BEYOND PROFIT?
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
TURN STRATEGY INTO ACTION
WORDS
ACTIONS
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
TAKE AWAYS
Business plans are not just documents for professional users.
Explain your strategy on your site and connect it to sector trends and corporate
targets
Corporate communications (in digital and in print) is not about just presenting your
current performance.
Be clear about where your company is heading and what makes it different from
others
Companies are asked to respond to social and environmental challenges.
Understand how your sustainability strategy supports your business strategy and
make the connection clear
Actions speak louder than words.
Support your strategy presentation with examples of actions
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
SARA RUSCONI
@sararusconi
Thank you
BUSINESS TRANSFORMATION:
COMMUNICATING WHAT MATTERS
&
WEBRANKING AWARDS 2017
ITALY & SWITZERLAND
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS