Reputation Communication Dianova 2013

1. Rui Martins | Communication Director COMMUNICATE TO CREATE VALUE & SOCIAL IMPACT ANIMAR | Vila Franca Xira May, 25th 2013

2. 55.383 Orgz. 94% Associations 40,1% Social Action 54,1% GDP 64,9% Employment 2,8% GDP (Wealth ) & 5,5% Employment Income 14.177,9 M€ 62,8% Production 23,8% Subsidies 5.022 IPSS 50,1% GDP 42,6% Salary 38,2% Need Financing In Conta Satélite economia Social, INE | CASES 2013 http://www.slideshare.net/Dianova/conta-satelite-economia-social-2013 The Increasing Attractiveness of the 3rd Sector Professionalism | Employability | Productivity In The Johns Hopkins “Comparative Nonprofit Sector Project” e Universidade Católica Portuguesa, 2005 227.000 Employees = 4,2% Active Population 5,4 thousand M € = 4,2% GDP 48% own revenues 40% government 12% philantropy 2 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

3. Organizational Innovation in the Third Sector What differentiates na Effective Civil Society Organization? Aligning Stakeholders’ Perceptions with Organizations’ Objectives (Multiple Constituents Model) INNOVATION MANAGEMENT • More effective directions, taking right decisions and doing things well. • Greater use of correct management procedures (needs evaluation, strategic planning, satistaction measurement) • Greater use of change management strategies (search for new income sources, increase of legitimacy, costs control) • Having a prestigious Board only moderately related INNOVATION IN WORKING PRACTICIES COMPETITIVE ADVANTAGE In Julian Birkinshaw, co-founder Innovation Lab, London Business School In “Nonprofit Organizational Effectiveness: contrasts between especially effective and less effective organizations”, Herman & Renz, 1998, Nonprofit Management and Leadership 3 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

4. Innovation | Incorporate Best Practices Change Management, Governance, Quality, Sustainability|Corporate Social Responsibility, Talent Management, Work-life Balance Reputation, Accountability, Impact Investment, Social Impact Evaluation, Integrated Communication… Create a corporate trustworthy brand by creating an inspiring Social Organization… O B J E C T I V E ... that offers a value proposition for Customers, Employees and Society at large... ... ensuring the Sustainability of the Organization! 4 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

5. Developing Trustworthy Relationships for Organizational Efficiency & Effectiveness Stakeholders perceptions and expectations aligned with Organizational goals Trust is a central construct within the frame and the dynamics of relashionship engagement (Credd & Miles, 1996). Develop and sustain trust is especially important for Organizational effectiveness. (Davis et al, 2000) A R I S T O T L E S Brand/Marketing Engagement: Transparency, Honesty & Interactivity ... In telling the story, experience through appropriate channels to create and mantain relationships of mutual benefit. Souce credibility Ethos → character & integrity Logos → expertise & competency Pathos → charism Trust Relations Development = Competitive Advantage Source Barney&Hansen 1994 Trust Reputation ... through the demonstration of good practices in the “Trust Bank Deposit” 5 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

6. Developing Trustworthy Relationships for Organizational Efficiency & Effectiveness Stakeholders perceptions and expectations aligned with Organizational goals “TRUST is the general belief that an organization in its communication and behaviours is responsible, open and honest, concerned, reliable and worthy of identification with its objectives, rules and values” Zalabak, 2010 MEASURING TRUST Organizational Trust Index CONCERN Management balance, Relacionships, Experience, Honesty, empathy, consistency COMPETENCY Is it efficient? Tech adaptation, clearly thinking, skills, communication and problems resolution HONESTY Perception of how information is provided. RELIABILITY Development of Consistent actions IDENTIFICATION Shared values, Regulations and beliefs 6 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

7. Developing Trustworthy Relationships for Organizational Efficiency & Effectiveness Stakeholders perceptions and expectations aligned with Organizational goals “TRUST is the general belief that an organization in its communication and behaviours is responsible, open and honest, concerned, reliable and worthy of identification with its objectives, rules and values” Zalabak, 2010 BENEFITS → POSITIVE RESULTS BARRIERS → NEGATIVE RESULTS • Increase cooperative behavior Decreased desire of employees to contribute to productivity goals Creates fear and destructive behaviours Worsening crises Distrust is costly Schokley-Zalabak, 2010 Gambetta, 1988 • Higher sales and profits and lower turnover rate. • • Davis et al, 2000 Greater job satisfaction, productivity and commitment to the Organization. Flaherty & Pappas, 2000 7 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

8. Roadmap Sustainability & Change Management: Leading and Recreating our future from the inside out… One language, One voice, One brand People – Leadership – Organizacional Culture Positive Change vs Sustainability and Organizational Development P R O C E S S + Offline and Online Tools • What procedures and skills do we need? • What needs to be changed? • How to manage change in harmony with our values? + Change Management techniques and processes Changing Communication Awareness | Comprehension| Commitment| Change Strategy Information| Dialogue | Engagement| Recognition Proactive/ Constructive Flow 8 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

9. Roadmap Sustainability & Change Management: Leading and Recreating our future from the inside out… One language, One voice, One brand STRATEGY PRESENT SITUATION DESIRED SITUATION Make the Organization Sustainable Increase the direct and indirect Social Impact Why are we here? • Define the situation •or problem What we want to achieve?  Define options Where do we want to be? Set goals, timelines, kpiS and initiatives. How to line up?  Converge Global action plan with Units The Action  Initiatives and projects that build long lasting Reputation What we have achieved ? Positive Results and Positive Social Impact Next steps  ((re)Invest in new opportunities...  ... and continuous improvement! Mobilize change through Leadership Translate a strategy (goals, iniciatives, KPIs) Align Corporate and Centers Motivating a joint task (Communication, Objectivse, Training) Manage to convert strategy into a continuous process 9 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

10. Roadmap Sustainability & Change Management: Leading and Recreating our future from the inside out… One language, One voice, One brand REPUTATION MANAGEMENT| CORPORATE SOCIAL RESPONSIBILITY INFORMATION MANAGEMENT Bidirectional Management Process Relationships Win-Win with Stakeholders Unidirecional Proccess to Disclosure Information (Media and/or other Off/Online channels INTEGRATED COMMUNICATIONS Market= CHATS! DIALOGUE: • Bidirectional • People • Information • Participation 10 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

11. Integrated Communications Social Media: a new Participation | Human Interaction process Events Organization Internal Communication It’s Creating vibrant and enriched Cultures and use Connection tools Corporate Communication Government Relations Online Brand Management Communication Public Affairs Measurement & Evaluation Media Relations Association of friendship and alliances around products, services and ideas It’s driven by People in the Communities in which they Communicate and Congregate It is to Create, Discover and Share new contents Ecosystem that shapes attitudes and behaviors Crisis Social Marketing Strategic Alliances & Partnerships Management Human Interaction Social Media Management 11 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

12. INTEGRATED COMMUNICATION LOW COST | NO COST RP Advertisin g Communication | Social Media Marketing “The strategic integrated communication process creates mutual beneficial relations between Organizations and the Public” Strategic Marketing 12 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

13. You’ve just entered a lift (Elevator Pitch)… … and you have 20 seconds to explain what is the Organization:  What it does?,  Who is the target?,  With what objectives?,  What’s the value proposition? Done? Retain the idea… 13 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

14. You’ve just taken the 1st Step in your Storytelling | Storydoing… MANAGEMENT OF CORPORATE REPUTATION … which will help you understand how your Organization is understood and (re)POSITION to maximize its Strategic GOALS REPUTATION FOR WHAT? •Determine what’s important for each group of stakeholders REPUTATION FOR WHOM? •Good will created through relations with stakeholders REPUTATION WITH WHAT OBJECTIVE? •Create good will is the final objective identifying and managing issues. REPUTATION | Collective evaluation of the ability of an Organization to deliver positive results to representative groups of its Stakeholders. Benefíits: create competitive advantage | attract and retain better talent | attract investors and sponsors | increases customer loyalty| Increases access to new segments 14 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

15. It’s like any other History: to be credible, consistent and reliable Objectives: 1. What do we want to be? 2. How do we want to be remembered? Mission Vision Values Objectives Competitive Advantage: 1. What are our habilities? 2. What differentiates us? 3. What do we need to change? Organiza tion Clients and Market: 1. What can Stakeholders expect from us? 2. How can we meet their needs and expectations? Differentiation Skills Expectations … it has to be ALIGNED and PROPELLED through multiple online and offline engagement channels 15 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

16. Create value for Stakeholders and help build an informed opinion through effective management of relationships... Is the perception different from the reality? Understand the business, issues and barriers’ objectives … this is the Mission of Corporate Communication Identify key Stakeholders and their present versus desired perceptions Are we communic ating with the right public? Develop a communication strategy to fill the gap through emotional and racional drivers Vision / Capabilities / Espectation s 16 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

17. Strategic Model of Causes Communication 3 1 Mobilize the “defensors” (advocacy) who mobilize others in our favour Define the Brand history and Reputation which we want to create. 5 Evaluate and redefine the strategy, tactics, stakeholders, channels Coprporate Unique Differentiator Character 4 Listen and understand the perspectives of the stakeholders and if the messages are being transmitted 2 Share the history with multiples Stakeholders 17 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

18. Define SMART Objectives S: Specific What we want to achieve? M: Measurable What metrics (KPIs) to use? A: Achievable Effort and commitment are realistic? R: Realistic What’s the importance of the objective? T: Time When is the goal to be reached? Potential Person in Charge Actions Targets and KPIs (re)Evaluation barriers/Opportunities 18 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

19. Select and set Multi-Stakeholders (Groups and Issues) Approach Stakeholders Envolvement | Proactivily involve stakeholders to manage relationships in a strategic, focused and effective way in order to boost the reputation and business success. DIALOGUE Authentic, Transparent, Credible (From definition to Management Engagement) Mitigate / Neuter Detractors BUSINESS SUCCESS & POSITIVE REPUTATION ENGAGE CRITICALS STAKEHOL DERS Conver Neutrals Empowering Advocates as Ambassadors POWER INFLUENCE BRAND FAVOURABILITY 19 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

20. (re)Define Long Term Position It is intended that the Fill the strategic gap to tell a unique story Audience THE 4PILLARS OF CORPORATE 1 KNOW the Organization COMMUNICATION It is intended that the Audience understand that Show the ability to do things better than anyone. 2 the Organization is RELEVANT to their needs It is intended that the Audience believe the Organization’s DIFFERENTIATION 3 Solution to problems solve out of the box that lead to inovation It is intended that the Audience consider the 4 Organization with high 20 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal© ESTEEM.

21. Tell Your Story Integrated Press office to select key media, create data bases, identify spokesperson, define goals Integrated Communication Stategy with interviews, reviews, testemonials, facts, news Press Kit with messages (rational and emotional) Engagment with Government and Local Authorities using key messages with specific framework PUBLIC RELATIONS and key materials: Corporate eDossier Align External program with Internal Communication to engage and inspire Employees and Stakeholders Online Dialog fos specific audiences Channels oriented to interection stimulating dialog, resourses, listening and feedback 21 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

22. eKIT PR Toolbox A BRAND is still judge by its Leardership+ Performance + Citizenship + Governance + Social Responsibility + Inovation + Place of Work + Products and Services New approach to Social Media + PR + Media Channels to best operate with the intention to: Communica te, Build relations and Influence 22 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

23. Measurement | Evaluation |Accountability | Transparency OUTPUT IMPACT OUTCOMES With what effectiveness we spread out our message. What effect does our communication has on stakeholders What changes through measurement metrics • KPI EVA ? (Average Evaluation) monthly • N. Likes, Shares, Tweets • KPI Qualitaty & Quantitaty Analysis (partnerships, financing, contracts, training, loyalty, etc.) • KPI Measurement Scale Relations Grunig et al 1999 (annual) • SROI • IRIS 23 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

24. Dianova Network & International Hub of Public Affairs MISSION : : To develop actions and programs that will contribute to the Personal Autonomy and Social Development 3 Continents | 11 Countries 24 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

25. Dianovarecognized as Private Institution for Social Solidarity, Public Utility Association and Non-Governmental Organization for Development Empowerment & Training (Hard | Soft Skills) Education and Health Promotion Socio and Professional Reintegration Drug Abuse Treatment Psychosocial Support AFFILIATIONS PROTOCOLS Cooperation & Learning Culture Oriented Organizational & Social Innovation Agent Social and Solidarity Agent Social Change Promoter 25 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

26. Certifications | Acredditations Dianova Quality Management System CTQL (1st in Portugal) ISO 9001:2008 Family Responsible Entity Social Economy (1st in Portugal) EFR DGERT | CCPFC Training Entity (CFD) DGERT – MTSS | CCPFC – ME 26 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

27. Dianova | Operational Units (Lisbon | Oliveira Azeméis | Torres Vedras) HEADQUARTERS Dianova Portugal Students Residential Psychosocial Support Center +Health Therapeutic Community Quinta das Lapas Emergency Center Project Casa Azul Social Enterpirse Nursery Plant Training Center Dianova Social Reintegration Apartment 27 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

28. The Team Talent Retention 94% 41 Age Employees 90% Direct Contracts 10% Indirects Average 40,1 Qualifications 31% College 69% High School Areas Gender 50% Female 50% Male 77,9% Programs 22,1% Management 28 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal© Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

29. Multi-stakeholders Cooperation Culture and Cooptition Approach Based on the Model of Business Relations, MacMillan et al (2000) Market • Precribers • Health, Education, Social Professionals • Potencial Customers • Families • Opinion Liders • Competition Good Community • Leaders • Analysts • Investors e Sponsors • General Public • Academy • Media Quality? Effective? Partnerships? Corporate citizen? Social Development? Trustworthy? Commitment Organization • Board • Staff / Employees • Voluntiers • Suppliers • Partners • Clients • “Shareholders” Government • Legislators • Regulators • Politicians • Central and Local Administration • Project Analysts • Internacional Agencies Goodplace to work? Criative team? Innovative? Good Governance? Social Value? 29 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

30. Integrated Communication Moto Learn | Grow | Achieve Values Management oriented: align corporate culture with principles Online Communication & Social Media Media Relationships Services Marketing Internal Communication Public | European Affairs Corporative Communication Organization & Events Participation Brand Management Social Advertising Campaigns Cause Communication Marketing 30 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

31. Trust Bank Deposit & Best Practices CSR Walking the Talk… Everlasting Effects!© SOCIAL ENVIRONM ENTAL ETHICAL Reputation Is built on actions LEGAL ECONOMIC 31 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

32. Economic Performance Economic VOLUME OF LOCAL EMPLOYMENT +40 / YEAR SUPLIERS PAYMENT 30 DAYS REGULARIZATION OF TAXES UPDATED 32 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

33. Delivering the Delivering the Promise Social Impact 2007-2011 Promise Social 33 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

34. Efficiency Increase and Environmental Impact Environmental IMPLEMENTATION OF SOLAR PANELS & ENERGETIC COST and ECOLOGICAL FOOTPRINT REDUCTION 34 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

35. Comply the International, EU & NaTional Legislation Legal Plan for Gender Equality and Work-Life Balance Principles and Responsabilities Chart Industrial Property 13 Brands 16 Domains 35 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

36. Management through Ethical and Values “Social Business” Ethical Performance Management Behavior and attitude Evaluation → Performance of Excellence Employee Evaluation & Satisfaction Give active voice and know how satisfied People are Ethical Code 36 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

37. Brand Management Corporate Identity Materials 37 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

38. Online Communication Sites | Blog | Social Networks 38 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

39. Online Communication Sites | Blog | Social Networks 39 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

40. Temporary Accommodation Center Oliveira de Azeméis SOLIS Project 2005-2010 Length 6 years Beneficiaries 4.030 People Financing 1,2 million € Executing Agency Dianova Portugal + 9 Local Partners Promoter Entity Oliveira Azeméis Municipality Social Inclusion, Volunteering, Seniors, Domestic Violence (170 Users), Social Rehousing, Housing Rehabilitation, Socioprofisional Integration, Health Education, … 12 Activities To Children, Young People, Adults and Seniors 40 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

41. Dianova Training Center: Empower| Undertake | Innovate | Portugal TRAINERS 16 Internal 750 External HOURS OF TRAINING 6.724 TRAINING ACTIONS 112 TRAINESS 1.624 41 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

42. Social Enterprise Nursery Plant: Major Events SOCIAL REINTEGRATION → EMPOWERING → SOCIOPROFESSIONAL INTEGRATION → SUSTAINABILITY Development of processes for the Commercial Management Christmas weather destroys Greenhouses Begining of Activity Implementation of the Solidarity Brand 2000 2013 2012 2007 2009 2010 2000 Greenhouses Reconstruction Lounch of Mother’s Day Campaign Employees 13 Diversification of Clients Portfolio Income 300.000€/ year Manuel António da Mota Award Honorable Mention Hiring of na Agronomist Engineer 42 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

43. Quality and Inovation ISO 9001:2008 Impact and Benefits Therapeutic Community STAFF COMMUNITY SOCIETY BENEFICIARIES ORGANIZATION Renovation of SGQ 2011-2014 → Dynamic Methodology 100% Client Sarisfaction Increased social legitimacy Increase integration on social networks (CRI, CLAS) 100% Population Recomend the Service Increased transfer of hnow-how •Public Recognition: Private Category Award Hospital do Futuro’05/06 • Invitation to National and International Conferences Increase Motivation → efficiency e effectiveness 43 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

44. Scientific Study Follow-up “Social Trajectories” 2009-2013 CIES | ISCTE-IUL 44 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

45. Campaign EU “European Action On Drugs” EAD Lisbon Event 2011 EAD Lisbon Event March, 15th 2011 • 100 participants Colleges, Diverse Public Organizations, Companies, ONG/IPSS, Citizens and Special Guests • 10 Mass Media • 82 Published News 47 Press (43%), 35 TV & Radio (35%), 24 Social Media (22%) • 1.200.000 people affected by the news • ROI 236.596€ 45 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

46. Campaign EU “Migrants in Europe” Portugal 2013 Results OVERREACHED RESULTS 182% 48 REGISTERED UNIVERSITIES 78 SUBMITTED WORKS 10 SELECTED WORKS (NATIONAL JURY PORTUGAL) WILL JOIN THE EUROPEAN SELECTION (EUROPEAN JURY) TO BE HELD IN SEPTEMBER | BRUSSELS National Coordinator | Rui Martins & National Jury| Raquel Campos Franco, Carmo Leal, Rosário Farmhouse, Carlos Nogueira and Ana Ximenes 46 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

47. Social Advertising Campaign| Health Impact Evaluation 2011 1 Sponsor Publicards (271 Locals) 19 Sponsors Media Social Networks Facebook, LinkedIn, Twitter 1 Sponsor Lisbon Subway (500 cartazes) 47 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

48. Social Advertising Campaign| Health Impact Evaluation 2011 19 Magazines and Newspapers 23 pages 517.911 audience (5 millions readers) 75.779€ ROI My Tech Notes & My Finance Notes University Notebooks 50.000 copies 500 Posters Lisbon Subway 600.000 passengers/day 3 weeks (14.400.000 pass.) 105.000€ ROI 48 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

49. Annual Initiative Health Promotion “Mocktails” | Torres Vedras IMPACT 2007-2012 13.460 PEOPLE 49 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©

50. Celebration of Commemorative Dates Annual Christmas Postcard Colateral enhancement to: Increase Visibility • Increase brand engagment • Disseminate key messages • 50 Commitment| Solidarity| Tolerance| Internacionality… Inspiring Change! Dianova Portugal©