GENERALI
Digital strategy and content production for new group website
#Content strategy
#Content and stories
#Internal engagement & training
#Wikipedia and social media
#Understanding trends
Brief
In 2014 Generali asked us to support the definition of the digital strategy for the new Generali.com website and the group’s online ecosystem with a specific focus on communicating its new positioning/strategy and simplifying the user experience.
We were also responsible for planning the information architecture and producing the entire content for the corporate site. After defining content and digital strategy for the group we also provided guidelines to develop the new country sites.
After the launch of the website in 2015 Generali asked us to provide a continuous support to help them engage country subsidiaries and to help them improve the existing site especially focussing on storytelling.
In 2016 and 2017 we worked with the digital team to improve internal engagement and the effectiveness of their stories and videos.
Our work
DIGITAL STRATEGY AND CONTENT PRODUCTION FOR THE NEW WEBSITE
We defined the strategic framework (goals, objectives, channels, pillars) to guide the development of the new group website. To do so we assessed their corporate communications and digital ecosystem. We also carried out an in-depth benchmark of international peers (ecosystem, messages and user experience).
To define key messages and goals for the group we carried out internal interviews with key managers. This allowed us to define the corporate content strategy and copy editing guidelines for a digital environment, as well as redesign the information architecture.
We also produced all content for the new website in two languages (Italian and English) and we supported the web agency in the implementation and go-live stage.
GUIDELINES FOR COUNTRY WEBSITES
Based on the digital strategy we defined the guideline for all country websites covering visual, usability and content guidelines.
STORYTELLING PLAYBOOK
To engage Group subsidiaries internationally in the creation of stories about the Group and provide them with clear guidelines on how to craft their stories we developed a storytelling playbook.
We created a single clear-cut document that:
- Explains the vision of the company and why everyone is welcomed to collaborate
- Clarifies what it means to create stories and what it means to create stories specifically for Generali
- Provides examples of stories and how they connect to the Group’s values
- Describes the key ingredients needed to develop a story for Generali
- Gives guidelines on how to create a story in different formats (text, images, videos, infographics)
The playbook was used in roadshows in several countries to engage international subsidiaries on the Group’s new vision. It is also used as a way to stimulate further contributions.
HOW TO PRESENT GENERALI’S STORIES ON WEBSITE AND SOCIAL MEDIA
We supported Generali in enhancing their corporate communications focusing on creating a more engaging presentation of key messages.
To reach this aim we analysed how website visitors consumed website content and in particular the stories (in Discovering Generali). We carried out an in-depth benchmark on how insurance companies use storytelling to deliver their key issues and what topic they discuss on social media (together with our social media partner Twig).
Result
The digital strategy of the new website provided the basis for the structure and design of the website, as well as the content. The new website went live in August 2015. In 2017 a completely new Discovering Generali section went live.
