Total - Direction de la communication - july 2016
A Cross-Functional Approach to Crisis Communications
One Voice also applies to crisis communications. That includes governance,
rules and playbook, common training courses and now, a single crisis
communications agency that can help out locally.
Tools to help us:
Crisis Communications Directive, 3C training, dark sites and our new agency,
Edelman.
WAT at 18 Months
Rolled out in late January 2015, the WAT portal has been deployed gradually in segments and affiliates. Though deployment is still ongoing, it's far enough along for an initial assessment.
Our Digital Footprint
Digital is now the leading medium by which our audiences come into contact with the Total brand.We have created a stronger ecosystem to offer our stakeholders global and local contact points, on the Web and on social media.
Commited to
better energy
The Committed to Better Energy campaign deployed in 2013 produced
excellent results.
The Total Brand
Think back to the Berlin seminar. It was 2013 and this is what we knew: Total was perceived as an energy giant, but the Total brand wasn't seen as a major global energy brand. Where are we three years later?
update
on...
Remember the Berlin seminar?
We discussed the Total brand and the Committed to Better Energy campaign, our digital footprint and WAT at great length. Two years down the road, what have we accomplished, what progress have we made? We bring you up to speed on four topics still making news!
Co-creation workshops on One Total communications plan
Presentation of One Total, One Ambition
roll-out plan
Presentation of the One Total communication plan to the communicators’ network
Mid July to October 2016
At the Executive Campus in September
End of 2016
Next Steps
Calendar
Co-creation
Interview
with Mickael Drouart,
Co-Founder of Collaborative
Collaborative helps businesses manage change by tapping into collective intelligence.
Going All In
on Co-Creation
Day one of the One Total, One Voice seminar experimented with new ways to brainstorm and co-create, including an icebreaker, a world café and an open forum. Why not give these new creative methods a try yourself?
All the techniques used will create a very strong collective momentum, drawing people in. You can see it: in collective processes, people get involved and put a lot of energy into it, they're not on their cell phones!
3 / Can anyone learn collective methods?
Mickael Drouart : Yes, you can train in the techniques. If you want to use them, you have to master the sequences. For example, you never start a collective session without an initial icebreaker, to use our jargon, to make everyone feel included. After that, there are, in fact, specific methods. Design thinking is appropriate for innovation. A world café is used to rally and align people behind a common cause. Some of our customers, at Orange, Sanofi and Thales, have trained to use collaborative techniques as their new, standard method for supporting change and transformation.
1 / Why use a collaborative process? What makes that more effective?
Mickael Drouart : Collaborative processes make topics more meaningful because participants can "grab the reins" and take ownership of them faster and in more tangible ways. When you ask people to come up with action plans for topics for themselves and their teams, you force them to focus immediately on concrete, tangible issues. Plus, collaborative processes are opportunities to share, bond and build networks. Lastly, they pool knowledge, making people more effective as a group. More value is created than with a more conventional approach.
2 / What are the basic steps in the process?
Mickael Drouart : There is no one single collaborative process. There are several, based on different techniques. Different approaches are used depending on whether you want to solicit key input, revamp an organization or generate innovative ideas. But the basics don't change: you want to create an invisible framework, in other words, get people in the right mindset to create, plan and design solutions.
ANA COSCOLLUELA
Corporate Communications Manager, M&S / EN - Philippines
“ Being a relative communications 'newbie' at Total, I needed to figure out how the parts of the company's communications puzzle fit together. I can now say that I feel the energy and importance of One Total. It's much more powerful after sharing and experiencing it like this. Going forward, I'll be able to explain it in a more involved, effective way.”
ALBERT MABUYAKU
Corporate Affairs Manager,
Total Nigeria
“For me, this seminar was a chance to deepen my understanding of our new communications challenges, expand my network and share experiences. And I did! One Total, One Voice clearly shows that we're all connected, that everything we do in our different segments and activities contributes to achieving the same ambition.”
STEFAN MOESLEIN
Communication Manager,
RC - Germany
“I was impatient to know what Corporate Communications had to share about One Total, because I work at a production site in Germany and felt pretty removed from the whole thing. The challenge now for me, as a communicator, is to share what I learned during the seminar's two days and make sure that our shared ambition translates into concrete actions on the front line.”
MARIAMA KONE
Communication Manager,
Total Côte d'Ivoire
“Before this seminar I wasn't totally clear on One Ambition. But any confusion has been swept away. The seminar gave us keys to better understand the ambition. It also gave us solutions, as communicators, for speaking with 'One Voice.' Now we'll have to fully assimilate the idea, so we can pass it on to our coworkers.”
MICHELE KHALIFE
Head of Marketing & Communication
Total Liban
“Change is in the air! It feels like we're really active, take-charge and focused on the future. And the collaborative working method used at this seminar illustrates that quite well. We feel involved and valued. It lets us step back and see the big picture, but also contribute, with our ideas and our expertise, to building Total's future.”
MARIA CHERNENKOVA
Communication Manager,
Total E&P Russie
“I think the fact that our CEO is personally talking about the new One Total ambition, all over the world and to our external audiences, gives the project credibility. It promotes an image of Total as an innovative, cutting-edge company that takes control of situations, deliberately and proactively, instead of just reacting.”
JULIA ATKINSON
Communications Advisor,
Total E&P Canada Ltd
“Of course we can meet the challenge of communicating with 'One Voice'! The success of Committed to Better Energy and the deployment of WAT have already proven our ability to speak with one voice. But to me the idea is that we have to stay flexible and keep adapting our communications to local issues and challenges.”
Vox Populi
What Does One Total, One Voice Mean to You?
ONE TOTAL,
ONE VOICE
ARTICLE
We have a name for our company project, and it's One Total.
By adopting a 20-year business ambition and a new organization,
One Total gives meaning to what each of us does and
enables us to work together more effectively.
As communicators, our role is to help cascade
and explain our company project.
Three Years Later, Big Strides for the Brand and Its Digital Footprint
Remember, in 2013, WAT and Committed to Better Energy were just projects. Today all of our internal and external communications are built on the two cornerstones. And we have made fantastic strides on both brand awareness and digital footprint.
Read the feature report "Update On."
THE BRAND AND ITS DIGITAL FOOTPRINT
Co-Creation,
the Key to "One Voice"
To capture synergies, we must make collaboration
and co-creation the mainspring of our projects. The first
communications project to do that during the seminar
was our communications plan.
Read the article "Going All In on Co-Creation"
CO-CREATION
One Total, One Voice
One Voice is the communications leg of our pivotal project, One Total. It calls on us, as communicators, to ramp up our synergies and innovate to promote our brand, our company and our ambition.
Read the article "One Total, One Voice."
ONE TOTAL, ONE VOICE
The Essentials
Main Takeaways
A lot of information was exchanged during the seminar's two days. Here's a summary of the main topics for all the communicators in the network to help you sort it out.
Two days dedicated to a key topic for our affiliate,
segment and corporate communications: One Total, One Voice.
Or how to continually better coordinate and align ourselves
to create and convey a powerful message uniquely
identified with Total, all over the world.
Communicators’ Seminar
May 2016 - Paris
seminar
A CROSS-FUNCTIONAL APPROACH TO CRISIS COMMUNICATIONS
UPDATE ON
GOING ALL IN ON CO-CREATION
VOX POPULI
ONE TOTAL, ONE VOICE
THE ESSENTIALS
FR
EN
