The Group website
In mid-September, after a lengthy comparison and market research project, the new Group website was launched. The new site aims to reflect our business, the needs of our stakeholders and our brand identity to offer the outside world a portal which is institutive, attractive and functional.
When creating the site, the decision was taken to aim for a high-impact design that expresses the spirit of Ansaldo STS, its way of doing business and its objectives, while being easy to navigate: immediate, accessible and up-to-date communications.
The homepage includes direct links to the business pages and content which faithfully represents the commitment and performance of Ansaldo STS, enabling the user to quickly access the information they are looking for. New content and a new graphic interface contribute further to providing a clear understanding of the Company. New features, interactive areas and animations enhance the browsing experience to promote the discovery of Company’s business.
The site, which develops over 500 webpages and hosts over 5,000 documents, is flexible and supports future expansions, providing a platform on which to share new ideas, communications and future successes.
Ansaldo STS communicates through the site via the new NewsHub and its social media channels, while details of its products and solutions are provided on the Global Product Support section.
This vast universe of information can be easily navigated thanks to the menu and the website's improved usability, as well as a search engine which also extends to document files, with an in-built spellchecker and smart suggestions triggered by keywords offered in the two languages used (Italian and English). In addition, the user can further refine the search results by filtering by content category.
The site’s mantra is “interactivity”, this means not only improving the browsing experience thanks to engaging and effective graphics but also enabling users to interact more easily with the site and, therefore, with Ansaldo STS. The creation of the website is the result of the effort and dedication of the Institutional Affairs, External Relations and Communication team.
Customer communications take many shapes and develop across many channels. The External Communications department at Ansaldo STS always follows the principle of timeliness and expediency: to arrive on time and in the right way, when and where the strategy requires, to meet the target customer’s informational needs, in addition to those of other potential stakeholders such as investors, partners or suppliers.
Social Media Communications
In 2017, Ansaldo STS consolidated its communications on social media.
During the year, new initiatives were kicked off to develop existing digital communication channels, improve their content and format and communication functions, and above all, to facilitate dialogue outside the Company.
The channels available to stakeholders are updated with the most important information in real time.
On its social media channels, Ansaldo STS aims to give visibility not only to its commercial successes but above all to important moments in the Company’s life: exhibitions are regularly reported and, as analytics have shown, are followed with great interest by the public.
The success garnered by the investments in communications and content can be seen by the development of the LinkedIn platform, where the Company’s followers have grown from roughly 60,500 in 2016 to 67,000 at the end of 2017; meanwhile, followers on Twitter and Facebook increased from 1,840 to 2,340 and 1,500 to 2,150 respectively.
In 2017 the Company posted over 200 tweets and almost 80 LinkedIn posts, and enhanced its communication via Facebook to reach over 70 posts; this is the result of a media plan aimed at around 4 tweets per week and approximately 6 posts per month on LinkedIn and Facebook.
Of all the social media channels, LinkedIn represents the main showcase of the Company’s activities and professional communications, information which increasing numbers of industry users want to access.
Interestingly, nearly 90% of employees follow the Company on LinkedIn, fully reflecting the positive results of Ansaldo STS’s efforts to improve values in general and, above all, team spirit.
Following a positive result, this year the Company has launched the “Rio Tinto” campaign, concerning the first fully autonomous freight line in Australia.
The foundations have been laid to develop a more visible communications strategy and the goal for 2018 is to generate more multimedia content: in 2017, seven new videos were posted on YouTube and the Company plans to grow this presence further.
Another important development in 2018 is the complete revamping of the LinkedIn page: not only will Ansaldo STS's profile be made more captivating, but more visibility will be given to all of the HR programmes within the Company, while navigation will be made simpler by a search function by geographic area.
Ansaldo STS develops its relationships with the media by focusing utmost attention on the quality of information, which must always meet requirements of transparency, timeliness, truthfulness, complete ease of use and widespread distribution. These characteristics enable Ansaldo STS to base its communications on the constant symmetry of information to all media outlets, also considering the fact that the Company is listed on the stock market. Relationships with journalists are managed at several levels: from the highest, with directors and deputy directors of publications, to middle range, with head editors and senior editors, to writers. Indeed, relationships must be forged across the board for constant support with respect to issues relating to Ansaldo STS’s business.
In its communication activities, Ansaldo STS mainly targets sector leaders:
- national press agencies, including generalist organisations (e.g. ANSA, ADN-Kronos, AGI) and financial agencies covering national (e.g. Radiocor, Mf Dow Jones, Reuters) and international (Reuters International, Dow Jones, Bloomberg) issues;
- daily newspapers (e.g. Il Sole 24 Ore, MF, Italia Oggi, Repubblica, Secolo XIX, Messaggero, Il Mattino and others);
- periodicals (e.g. Milano Finanza, Corriere Economia, Repubblica Affari&Finanza, Il Mondo, The Economist);
- radio (Radio 24);
- television (Class CNBC);
- online media;
- blogs, such as “Lettera all’investitore” and similar posts.
The Company enjoys ongoing and fruitful relationships with local business and general media outlets in which it has sites (particularly Genoa and Naples) or where it carries out projects, such as Rome, Milan and Brescia.