Development of a Web 2.0. Strategy
Strategy Workshop for Allianz
In a two-day workshop Allianz and a group of university students jointly developed a new strategy for the social media activities of the Allianz employer branding group.
The challenge prior to the Strategy Workshop
The department for employer branding of Allianz faced the challenge to develop a strategy for their social media activities. The key issues were how to use the social web in a meaningful way, how to communicate with Generation Y and how to transport a positive image of Allianze as an employer.
Approach of the Strategy Workshop
After a first contracting meeting with stakeholders regarding the challenge the decision was made to include a group of students in the workshop. The students would function as an external resource group and develop solutions together with representatives from Allianz.
During the Strategy Workshop itself the team mapped out three key questions that had to be answered to get to a promising strategy. These three questions were then addressed by using the creaffective approach.
Results of the Strategy Workshop
The results of the workshop were specific criteria and KPIs that can be used to measure the success of the social media activities of the company. The team had also developed concrete concepts how social media channels could be used to connect users with specialists within the company.
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“This two day workshop was very successful. Both the student participants as well as the Allianz representatives perceived the event as very professional with a great balance between theoretical input and practical application. Especially helpful was the outstanding facilitation that included every participant. I’d like to especially emphasize the preparation of the workshop which was a major success factor. creaffective managed to get everybody excited about the topic and build on that momentum.”
Ralf Hilscher, Allianz Deutschland AG, Personalmarketing