Per il secondo anno consecutivo Eni è al primo posto della ricerca Webranking Europe 500, stilata da Comprend in collaborazione con Lundquist che valuta la trasparenza corporate digitale e analizza le 500 più grandi società in Europa per capitalizzazione di mercato. Sappiamo che per creare e diffondere la cultura della trasparenza all’interno dell’azienda, la corporate narrative è fondamentale. E ci mettiamo tutto il nostro impegno nel costruire la nostra content strategy.
Nel 2018 Lundquist ha lanciato la nuova ricerca .trust – Communicating what matters, che ha l’obiettivo di valutare come le aziende leader in trasparenza nell’edizione 2018-2019 della ricerca Webranking siano riuscite a generare fiducia attraverso la comunicazione. Trasparenza, credibilità degli impegni e mantenimento delle promesse sono gli elementi che hanno consentito a Eni di posizionarsi nella Gold Class.
Eni si distingue per la particolare attenzione posta nel presentare l’azienda e le informazioni più di rilievo. Le aree che risultano più efficaci riguardano la presentazione della strategia aziendale, delle iniziative legate alla sostenibilità e dei numerosi progetti di Ricerca e Sviluppo.
Il percorso di trasformazione di Eni è iniziato cinque anni fa e oggi anche la comunicazione digitale rappresenta una società integrata dell’energia, più semplice, veloce e resiliente. Abbiamo partecipato a questa classifica nel momento in cui l’azienda sta affrontando la transizione energetica che ci porterà ad avere sempre maggiore consapevolezza del nostro ruolo per lo sviluppo sostenibile.
L’uso di diversi linguaggi di comunicazione ci ha aiutati in questa attività, poiché attraverso format innovativi abbiamo reso disponibili numeri, dati e documenti per raccontarli in un frame più ampio e dettagliato. Abbiamo messo in campo tutte le nostre energie per costruire giorno dopo giorno un racconto fatto di trasparenza e chiarezza.
Grazie ai contenuti speciali del report di sostenibilità Eni for e del Bilancio interattivo possiamo parlare a un numero sempre maggiore di persone, coniugando le informazioni con le storie.
Oggi Eni ha la possibilità di raccontarsi in prima persona attraverso strumenti di comunicazione sempre più articolati in grado di raggiungere direttamente un pubblico sempre più vasto. Nella sezione Carriere abbiamo dato voce, anche attraverso il nuovo format “I Volti di Eni”, alle persone che lavorano con noi, testimoni dei valori e delle performance dell’azienda.
È questa la chiave di Ask Now, il motore di ricerca semantico che utilizza l’elaborazione del linguaggio naturale (NLP). Analizza le chiavi di ricerca degli utenti e risponde con i contenuti più adatti ad ogni domanda.
Per una piattaforma digitale l’interazione con i social è fondamentale. Il racconto on line continua e si arricchisce sui profili social dell’azienda tramite l’utilizzo di video, podcast, gallery.
Al centro della ricerca
Grazie alla trasparenza costruiamo una narrativa efficace che comunica la nostra strategia e gli impegni futuri.
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Eni al primo posto della classifica Webranking Europe 500 20
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edizioni della ricerca
500
società quotate europee per capitalizzazione
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