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Communication Group 2014.

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by

Generali Biztosító

on 24 September 2014

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Transcript of Communication Group 2014.

We, Communication Group
Hungary
cooperation
teamwork
strong synergie
Online communication
External communication
Internal
communication
Integrated communication
to position Generali
as expert in insurance
as a socially responsible company
strong communication support on corporate issues, sales activities, products and CSR activities
increase brand awareness
internal and virtual community building
Our goals
Results
more than 80 press releases and news flashes

2013 media coverage: 1733 publications worth HUF
261 million in AVE
social media activity up 10x
increased online presence
Local media awards:
„Social media best practice” award by Kreatív Magazine
Hipnózis – prize in marketing, winner out of 134 nominations

Virtual community on FB: more than 1300 members
volunteer program launched
80 volunteer colleagues
400 internal articles,
34 campaigns
Ideas, Projects
Pension PR campaign
Our best tools:
• opinion research on the Hungarians' view on pension prospects
• Inforgraphics

External communication

• 3 press releases based on data of the research
• press event with guest speakers (external, independent expert)
• follow-up interviews, video


Internal communication
• we support sales agents,
give them visuals and sales arguments
• sales support materials, shares on FB
• articles on internal websites

Online communication
• we reach a new target group of
Generation Y via FB posts
• we generate leads to Generali website
Smile Hunter
Communication of CSR activities
External communication:
press releases
interviews
using celebrity to make the program more popular and familiar

Internal communication:
employee volunteering program
Online communication:

dedicated FB page: 10 000 likes, 33 000 people reached last week
Facebook application
10 000 000 virtual smiles
60 happy children
2 awards
YouTube preroll campaign:
40% of people have started to watch
almost 10% of them watched the full video
YouTube banner CTR: 14,6%
Corporate FB page

Goal: reach new target group of Generation Y and generate leads to Generali website
• Likealazyer number (worth of the site): 83 (comparison to our competition: Allianz: 55, Aegon 71, Union: 39, ING: 50)
• 5500 likes
• 32 000 people reached previous week

Generali for safety
"TroubleMixer" - we use the popularity of FAIL videos on YouTube. Youngsters think that accidents can’t happen to them, or can they?

We offer them to vote for the lucky or bad ending of the videos, finally leading them to insurance solutions on our website.

We plan an outdoor installation for PR.


Facebook application
TroubleMixer
We, Generali
Our aim is to implement the new vision, mission and values.
Internal communication:
dedicated intranet websites
use the values in our corporate events (Day of Values, Day of Stars)
local posters with the Hungarian employees
'value elevators' in Generali HQ
Selfie competition for the colleagues
Make a selfie with your favorite value!
dedicated section in Kurír (internal magazine)
External communication:
dedicated V&M&V site
internal project
Integrated communication of values
Full transcript