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Implementnew Metrics
that integrateSocial Goalsand Values
40th Annual Meeting WEF Davos 2010“Improve the State of the World: Rethink, Redesign, Rebuild”
Need to Rethink institutions
and Redesign them tomeet 21st century demands& Position organizations
for higher Performance
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Building Trust in a turmoil crisis through Change management communications: how to create social value
Global Forum “Communication On Top” Davos, 8-Global Forum “Communication On Top” Davos, 8-9th February 20109th February 2010
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The growing attractiveness of the Third SectorInnovation Management → Innovation on Work Practices Julian Birkinshaw, co-founder InnovationLab London Business School
$1.9 trillion in operating
expenditures(#5 if a country)
4,6% (48.4 M jobs)of economically
active population
53% fees as source of revenue
35% government12% philanthropy
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The Problem 2003: Who’s Dianova? What does it stands for?
Exclusive focus ondrug treatment
76% decreaseof new clients
1998-2002
Unknow brandUnattractive Partner
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Developing Trusting Relationshipsfor Organisational effectivenessAligning stakeholder’s perceptions and expectations with Organisational goals
1Source credibility
Ethos Integrity
Logos Expertise
Pathos Charisma
2Brand Engagement
TransparencyHonesty
Interactivity
3Reputation of
being Trustworthy“Trust Deposit
Bank”Competence, Open
Reliability
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Goals: Incorporating new management paradigmsChange Management, Governance, Ethics, Sustainability, Reputation...
Create a newTrustworthy & Inspiring brand
Value propositionfor Clients,
Board & Staffand Society
GuaranteeingDianova’s
Sustainability andSocial Value
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Desired Positive change A roadmap towards Sustainability
What procedures and capabilities do we require?
What do we have to change?
•How to manage •change in harmony
•with our •core values?
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Strategy: Recreating and Leading Dianova’s own future…One Language, One Voice, One Brand
People +Leadership + Organisational
CultureEmbedding Strategy& Communication
Change Management
Communication levelsAwareness|Understanding
Commitment|Change
Offline andOnline Tools
Proactive & Positive flowInformation|Dialogue
Involvement|Recognition
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Brand Management
& InternalComm
Integrated CommunicationMoto Learn | Grow | AchieveAligning Corporate Culture with its Best Principles
CorporateCommunication
Public Affairs
HealthCommunication
MediaRelations
SocialMarketing &
Events
Online Comm& Social
Media
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Government•Legislators•Regulators•Politicians•Local and Central
administration•Project analysts•International bodies
Organisation•Board•Staff•Volunteers•Suppliers•Partners•Clients•“Shareholders
”
Community•Leaders•Analysts•Investors and
Sponsors•Public in general•Academia
Market• Prescribers• Health, Education and Social Professionals• Potential clients• Families• Opinion makers• Competition
Good corporateCitizen?Social
development?
Quality?Effective?
Partnerships?
Innovative?Good governance?
Social value?
Good placeto work?
Creative team?
Multi-stakeholders approachCooperation and cooptition cultureBased upon Model of Business Relationships, MacMillan et al (2000)
Trustworthy? Commitment?
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Trust Deposit Bank
Corporate Governance Policy
Board SupervisionEvaluation of annual plan
Accountability
Quality Management
System ISO 9001:2000Therapeutic Community
Increase satisfaction 12,3%Increase new admissions
30,2%
Corporate SocialResponsibility
Balanced Scorecard 2008-2012
Strategic planningMonitoringEvaluation
Internal Comm& Talent Mng56 Staff & Board
Talent retention 93,25%Team building Workshps
Academia Jobshops
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Trust Deposit Bank
Sustainable SocialIntegration
Professional IntegrationNursery Plant
+50 beneficiaries13 staff
€300.000/year
New sourcesIncome
Social Stock Exchange Lisbon
“3G Emotional Adventure Campus”
200.000 social shares
InnovationCertification as Training
OrganisationNew service Training
Centre
Transparency &Accountability
Annual ReportExternal Publication
Monthly eNewsWebsite
Social media
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Offline Tactics show case
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Online & Social Media Tactics show case
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Delivering the promiseSocial ImPact 2007-2009
TreatmentProgram
237
SocialInclusion
288
Training & Family Programs
1.541
Prevention& Education
2.671Community Development
3.081
4.6644.66420092009
4.6644.66420092009
2.0412.04120082008
2.0412.04120082008
1.1131.11320072007
1.1131.11320072007
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Economic Performance 2008
GENERATEDREVENUE
65%
PUBLICFUNDING
25%
PHILANTHROPY
10%
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Communication ImPact 2009
OUTPUT
Effectivenessof message
dissemination
IMPACT
Communication effect on Stakeholders
OUTCOMES
What changed
Positive media Coverage
111 news9.8million readers
€348.198 ROI7.258 monthly views
Recognition ofcapability to change
Innovation andProfessionalism
Master classes &Seminars UNI
Demand treatment
Increase 30.2%
Partnerships6 high-level nat/intern
Conferences4 high-level
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Conclusions
Reputation = Stakeholder relationships,
Experiences & future behaviours
Monitoring Evidence of the strength
of these relationshipsInternal & external
reporting
Evaluation Allows NGO to act nowto improve Governance,
Sustainability andReputation
Take Risks
Take Risks
AcceptMistakes
AcceptMistakes
StayLearning
StayLearning
EncourageInnovation
EncourageInnovation
EmbraceChange
EmbraceChange EnjoyEnjoy
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Inspiring the Change in aSavvy & creative way! THANK YOU
© Rui Martins │Dianova