ᦪḄᜧA[ Bɕᙢʞ4ᡊᶍ,How Can Corporate Communications Better Serve Enterprise Business Strategy in an Age of Digital Media,Kris Tan,Head of China Corporate Business Development & CommunicationsOerlikon GroupSeptember 4th, 2014,Brief Introduction of Speaker and His Employer, Head of Oerlikon China Corporate BusinessDevelopment & Communications 13years manufacturingindustry workingexperiencefromSwiss/French/Americaninternational companies 8+ years department management experiences,rich oversea working experiences in Europe andAsia Master degree in major Industry IT & Automation, Oerlikon, a leading Swiss high-tech industrial groupspecializing in machine and plant engineering withover one hundred years of history. A provider ofinnovative industrial solutions andcutting-edge technologies for manmade fibersmanufacturing, drive systems, vacuum, surfacesolutions and advanced nanotechnology. In most areas, the operative businesses rank eitherfirst or second in their respective global markets. Nearly 1,900 staff in China, and close to RMB 7billion sales revenue achieved in China in 2013.,Page 2,What Kind of Communications, We Build up?,Advertising,Corporate image,CommunictionCommunicationsCommuniction,Press Relations,Press releasesPress conferences Press briefingsPress receptions,Events,Social eventsFactory toursAGM,Internal,House journalsStaff briefings,Page 4,What determines Corporate Communications?,A,Communications Strategy…,B,Communications Strategy…,Order IntakeSales RevenueEBIT, EBITDA,Dividend to Stakeholders,Process OptimizationCost / Quality improvementCustomer Satisfaction,Value Chain Optimization,In China for ChinaRegional M&A,FinancialTargets,OperationalExcellence,Portfolio Enhancement,C,Communications Strategy…,DCommunications Strategy…,Product &Technology,Enterprise Business Strategy,Page 5,People development & investment,Culture and Values,People Engagement,Etc…..,Organizational Development,Optimize Structureof Footprint , Finance and HR…,Business Strategy determines Corporate Communications,Enterprise Business Strategy,determines,Corporate Communications,Communications & Marketing Leaders should understand deeply and even get involved in enterprise strategy development!,Page 6,External Corporate Communication Sample,Reputation Management,Corporate Communications in an Age of Digital Media,Page 7,Reputation Management,Corporate Identity,(intended and not intended internal perception),Corporate Profile,How the company plans to be perceived,Corporate Reputation,(intended and not intended external perception),Page 8,Corporate Identity., How thecompanyisperceived by its own staff.,actually,Corporate Profile,How the company plans to be perceived. Characteristic features, uniqueness Strategic compass with regard to reputation management. Goal is to close the gaps between the corporate profile and the internally and externally held perception (Profile Compliance).,Corporate Reputation,How the company is perceived externally Perception in the public arena Perception by external Stakeholders,Reputation Measurement,Resonance, Only those media contributions are encoded that are relevant to reputation,i.e. those that really can have a reputation-forming effect in the public spheredue to coverage of the relevant issues.,Tonality, The tonality measures the acceptance of a player or the acceptance of all theissues concerned on the basis of all the media contributions encoded duringa specific time period. It can assume limit values of -100 to +100., A value of +100 means thatthe issue or individual player has receivedexclusively positive evaluations in the respective time period. In contrast, avalue of-100 means thatthe playerreceived exclusively negativeevaluations.,Page 9,Reputation Setup – Corporate & Segments,Page 10,Reputation Setup – by Media ,Page 11,Reputation Overview – by Segment,Page 12,Reputation Overview 2008 - 2013,Page 13,Reputation Overview 2012 - 2013,Page 14,Reputation Shift 2012 - 2013,Page 15,Reputation Overview by Defined Timeslot,Page 16,Reputation Overview by Region/Arena,Page 17,Reputation Overview by Targeted Objective,Page 18,Reputation Management – News Monitor,Page 19,Internal Corporate Communication Sample,Enterprise WeChat Platform,Corporate Communications in the Age of Digital Media,Page 20,Corporate Communications via Mobile Instant Messaging ,Cover All Employees, Prompt communications: The office staff vs. the front-line workers Promote the perception of One Joint Company, among several Segments,Multi-media, Deliver information in a diversified way covering text, images, audio and video, Leverage employees’ fragmented time, Low cost and even without additional hardware investment,Fragmented Time,Low Cost,Page 21,Why Videos Become More and More Important for Corporate Communications,5 Very Good Reasons, Viewers spend 100 % more time on pages with videos on them. (Source: MarketingSherpa), 90 % of information transmitted to the brain is visual, and visuals are processed 60 000X faster in the brain than text. (Sources: 3M Corporation and Zabisco), Search engines love videos: 70 % of the top 100 search listings contain video content. (Source: Marketing Week), 59 % of Senior Executives prefer to watch video rather than read text. (Source: Edwards-Media), Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz),Page 22,Key Targets of Corporate Communications via Mobile Instant Messaging in Oerlikon China,VideoVideo,AudioAudio,ImageImage,TextText,Improve Awareness of Enterprise Strategy in the Region,Build up & StrengthenEnterprise Culture,Enhance the Degree of Employees’ Recognition towards the Enterprise ,Contents ,of Corporate Communications,Page 23,Oerlikon China WeChat PlatformEmployee Access Package ,User Guide,Employee Access Code,Page 24,Access to Oerlikon China WeChat Platform ,Page 25,Real Name Authentication of Oerlikon China WeChat Platform ,FNPB5F,Page 26,Oerlikon China WeChat Platform,Oerlikon China WeChat,equipped with both Chinese and English versions, is currently one of the very fewswitchable bilingual CorporateWeChat platforms in China.,Page 27,Internal Communication via WeChat,Regional PR Activities,Regional IR Activities,Suzhou Industrial Park Administrative Committee to Visit Oerlikon HQ,Berenberg Site Visit to Oerlikon Suzhou,Page 28,Oerlikon China WeChat User Status,Registration Rate 73%, since 15.Jan.2014 Launch Event till 31.Aug.2014,Suzhou,Shanghai,Wuxi,Tianjin,Beijing,Rest of China,Surface Solutions,Vacuum,Advanced Technologies,Drive Systems,Manmade Fibers,CCR Team and Corporate,In China, approx. 90% office employees & approx. 50% front side workers in MNCs are using WeChat.,In China, 1.07B mobile phone users, nearly 50% using intelligent mobile phones. So approx. 41% Chinese are using intelligent mobile phones.,Registration Rate 73% is already quite high. By end of 2014, target of registration Rate is 77%. ,Page 29,Oerlikon China WeChat - Reading Times, Total No. of reading times to Oerlikon China ,WeChat Platform40310, No. of reading times of each Oerlikon China ,WeChat Module:,5505,4477,3799,3196,3028,Page 30,How Popular is Oerlikon China WeChat, Total No. of messages release: 188 ( Chinese 94 / English 94 ), Total No. of times reading message (more than 1 time reading on the same ,message to be counted only to 1 person 1 time)48462, Average No. of reading times per message69% of WeChat Users,Top 1 Oerlikon China WeChat message with the highest hit-rate as 93.44% shows our employees’ strong interest in Group Business Strategy.,Page 31,Recap,Enterprise Business Strategy,determines,Corporate Communications,External Sample: Reputation Management,Internal Sample: Enterprise WeChat Platform,Communications & Marketing Leaders should understand deeply and even get involved in enterprise strategy development!,The first Customer that Communications & Marketing Leaders should do “Marketing” with is Line Manager!,Page 32,Thank you.,Page 33,
