Overview

Communication

The ultimate key for an effective communication strategy

Segmentation, building genuine relationships through visual storytelling, peer-to-peer communication and future trends constant monitoring, are the ultimate key to success.

The ultimate key for an effective communication strategy

How to win the battle for people’s attention and engagement?

Segmentation, building genuine relationships through visual storytelling, peer-to-peer communication and future trends constant monitoring, are the ultimate key to success, according to corporate communication leaders at Communication Global Summit 2016 held on May 10 by The European – House Ambrosetti.

Here are some tips and highlights from our international communication leaders

J.Galbraith-G.Consonni-M.Merens

Jeremy Galbraith, CEO, EMEA & Global Chief Strategy Officer di Burson-Marsteller, shared  the following strategy key points:

  • Personalize as much as you can and segmentate your target audience is a must: the more personal you make it, the more relevant you make it. This means a higher convertion rate
  • Tell great (and credible) stories. Be visual
  • Be bold
  • Show ethical leadership examples

Machteld Merens, Director Group Communications di Randstad, on the other hand, focused on company’s transparency and credibility value. Communication trends and channels may change, as world is getting more and more blurry and disrupted, but the power of genuine interest and trust is here to stay.

L.Beveridge-G.Consonni-C.Dorland-ClauzelH.Knox-G.Consonni-E.Schick-R.PetitjeanCommunication-Global-Summit-2016

Louise Beveridge, Kering‘s Former SVP Communications, brought her experience and expertise in the luxury industry. She illustrated how social engagement and brand reputation are core, not peripheral elements.

  • There is no opposition betweensocial responsability and profit. There is, though, an indirect and less measurable relation: trying to limit and force them into metrics and ROI logics can be very misleading
  • Companies reputation needs to adjust to 3 major social changes:
    1. raising popular activism due to  political parties failure
    2. millenials have different set of values
    3. we’re the era of conversations: no borders, straight away. This can be very powerful but also very very dangerous if not handled with extreme care.
  • Social engagement is a core, not a periphery element.

We all love a a good case history: Communication managers from Michelin, GE-Alstom, BASF and Microsoft clearly showed how to build a winning strategy to get over the -sometimes overwhelming- challenges of our time and become a long term value driven company:

  • Choose employees that truly share and live company values
  • Provide regular feedback on the entire supply chain is essential to the web reputation. The more a company is famous, the more critical this point is
  • Program participative volunteering activities, not mere “charity” philantropy spirit.
  • Extremely creative and accurate brand storytelling.

Don’t miss our next The European House – Ambrosetti Leadership Global Summit on June 15.




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