Conduent India

A communications proposal
November 24, 2017
Broaden understanding of Conduent India’s work
(a technology-driven, service delivery company) Engage key influencers –
media, analysts, industry

Strengthen the brand equity among current and Cultivate awareness on

potential employees (recognize as a GPTW) social media platforms

Act as support wing for

all internal
Build/establish leadership in innovation and R&D communication
Media Perception “I am aware about certain news about
the company but nothing about the
“Have heard about core business. I am aware it was a part
the brand, they of Xerox Corp.” Journalist at a
were in the news leading financial
“Have head of them.
for investments in Xerox’s BPO wing”
India and Ashok Key Takeaways
Journalist at a leading
Vemuri.” news agency
Journalist at a • No recall of innovation/R&D – tech
leading financial development
• Inconsistent awareness amongst media
• Value proposition/services not clear
• Perceived as a part of Xerox/legacy over-
shadowing brand identity “Not heard of them.”
Journalist at a leading
“Don’t know much about
mainline
the company.” Journalist
at a leading business
magazine

3
 Add other platforms: like events/shows/social media

Environment Scan
IBM India Labs Artificial Analytics
intelligence

Microsoft Machine
Learning
Innovation

Infosys Blockchain

Data
Management Security
Tech Mahindra

Cloud Smart
TCS Citites

4
Environment Scan
• NVIDIA’s Developer Connect Program that talks about AI, Big Data Analytics and Deep
Learning has speakers from IBM and Microsoft.
Recent Industry Happenings • Fresh wave of Global Innovation Centres in India focusing on Digital, AI, Data Analytics etc.
• Samsung Electronics to set up AI research centre

• IBM launched Blockchain Based Trade Finance Platform

• IBM launched a Cloud Private Software platform to enable companies to create on-premises
cloud capabilities similar to public clouds and accelerate developments in AI and IoT.
IBM India Labs
• eKaushal (by Trans Neuron Technologies), a skilling ecosystem that manages and tracks the
progress of a student is based on IBM’s AI Platform – Watson.
• IBM’s IoT division has collaborated with Bengaluru’s water management board to resolve
water issues around the city using their AI Platform – Watson.
• Integration of IBM’s Watson in Smart City plans and implementations of it’s AI technology in
India.
Environment Scan
• Hit Refresh : Satya Nadella talked to Anil Kumble in Delhi about his new book and discussed
on topics like Data Mining, AI, IoT, Big Data etc.
Microsoft • Cybersecurity Engagement Centre : Empowering 126 organisations.
• Future Decoded on Wheels : A Bus that travels around the country showcasing a range of
solutions for SMBs including Cloud, AI, Machine Learning, Cognitive abilities etc.
• Ola + Microsoft : Ola Play will use Microsoft’s Azure Cloud technology for its connected car
platform.
• Bankchain : Microsoft Azure becomes exclusive Cloud partner for the Blockchain platform.

• Second Screen : A feature built for ATP (tennis) through the AI Platform.
• Infosys Nia : Infosys launches Nia: Th Next Generation Integrated Artificial Intelligence
Infosys Platform.
• Infosys will open a separate business unit to tap into newer technologies like AI and
Automation.
• Working on over 50 pilot projects using Blockchain.
Environment Scan
• AT&T collaborates with Tech Mahindra to build Acumos, an open source artificial
intelligence platform that makes it easy to build, share and deploy AI applications.
Tech Mahindra • Toshiba Digital & Tech Mahindra partner to create smart factory solutions, IoT workspaces.
• Tie up with City of Los Angeles and USC to launch smart city energy initiative.
• Blockchain startup Power Ledger and Tech Mahindra are going to test a new blockchain-
powered energy service, MaaS, allowing for microgrids to be operated more efficiently.

• Ignio : TCS launched Ignio for SAP operations and to further advance artificial intelligence in
businesses.
TCS • Rolls Royce partners with TCS to develop Big Data and AI engines.
• Collaboration with ACORD to develop defined data models and standards to allow insurers to
address digital transformation, and more easily embrace emerging technologies.
• BNP Paribas Securities Services and TCS have announced a partnership to develop a
blockchain platform that will provide corporate actions processing solutions.
Environment Scan

Conduent

• Facial Recognition Patent : Conduent earns facial recognition patent to measure

shopper satisfaction by using machine learning and pattern recognition.
• Investment in Fintech Valley : Conduent will be putting up a development centre in
Vishakhapatnam and create 5,000 jobs and work with state government to promote
Blockchain Technology.
• Facebook : Analytics and AI are reshaping the customer experience.
• Facebook : Data Analytics can help identify & secure personally identifiable
information to preempt risk.
 Influencers + consumption

• Industry sources:
• Social media
• Business FICCI, CII, • Direct company
announcements Assocham, etc. engagement • Digital media
platforms
• PR • Businesses • Industry research
associations • Online search and
• 3rd party sources
recommendations
• PR

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 Our Challenges
Corporate Industry Culture

Mid
Term

Short
Term
 Our Challenges Changing business
landscape

Legacy over-
Corporate Industry Culture shadowing brand
identity

Mid
Term Articulate
Brand identity/Legacy - Xerox value
proposition
to suit the
Perception vs. Service new
offerings/business priorities audience
Review
traditional
Brand visibility/Awareness
Short
engagement
Term and
information
models
 Overcoming Challenges
Corporate Industry Culture

Mid
Term Industry event participation and sponsorship opportunities

Annual GPTW Property

Industry Business/Innovation Awards

Short Vertical-wise Knowledge Properties

Term

PR + Digital initiatives + The Social Executive + to drive awareness and engagement

PR Campaign
PR outreach

Expand Brand
Highlight
visibility and Establish
focus on
address leadership in IT
innovation and
perception and innovation
service delivery
errors

Messaging focus
 Corporate positioning
 India IT landscape
 Research areas and expertise
 Thought leadership on tech trends

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PR outreach
Thought leadership Campaign Brand Campaign

Industry commentary Leadership profiling

Whitepapers

Build brand salience Opinion pieces /articles

Seminars and Speaking

Opportunities

Milestone announcements/
Social media activation investments/ testimonials

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Immediate Story Angles
Theme Format Publication Journalist Timeline City

Sangeetha December
“India is the hot-bed for innovation” Interview The Hindu Business Line Bangalore
Chenguppa 2nd week

January
India: Innovating for the world Authored Article The Economic Times Aritra Bangalore
timeframe

Conduent aiming to fix traffic woes with December

Interview The Economic Times Shelley Singh New Delhi
‘smart transportation’ solutions 2nd week

January 2nd
The time invest in people is now! Interview The Economic Times Brinda Das Gupta Bangalore
week

January 1st
Is India ready for ‘smart’ cities? Feature The Times of India Shilpa Phadnis Bangalore
week

Technology in different spaces – driving January 3rd

Interview Mint Leslie D' Monte Mumbai
change week

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 ***********
Opinion Deep Interview Speaker Continued Topical
articles series series Bureau conversations

Social Executive Build Up and promotion – Twitter + LinkedIn GPTW Narrative SEO/ SCM aware content

LinkedIn community
management

Launch Audience
Industry event participation
Engagement programmes
Digital Campaign
Not all at once
Digital baseline

The Social Executive – LinkedIn + Twitter + Facebook

LinkedIn Campaign Twitter Campaign Facebook Campaign

Baseline Active presence on Company LinkedIn + Twitter + Facebook – India participation

India SEO + SEM

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Digital baseline
LinkedIn Twitter Facebook

Real-time Monitoring

Content Generation

Influencer Identification & Engagement

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Targeting
LinkedIn
Position Conduent India as a technology-driven, service
delivery company

 Region: Industry
India • Higher Education Function:
 Target Audience: • Information • Engineering
 Industry Association Technology and • Information Technology
leaders Services • Business development
• Healthcare • Research
 Online personas in the IT • Human Resources
community • Customer care
 Analysts • Transportation
 C-Suite
While our primary target is to identify and engage the APAC
voices on innovation, leadership and digital transformation
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Approach
LinkedIn

 Set-up and manage Conduent India LinkedIn page

 Develop original content to create posts - follow global guidelines
 Engage with Influencers & join the real-time conversations
 Leverage LinkedIn Sponsored Update to reach target audience

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Content strategy
LinkedIn

• Share Industry news, updates, emerging trends from India

• Promote content around themes as per the regional focus – Case studies, whitepapers, blog posts, videos, latest pilots

• Share relevant earned media coverage – featured interviews, thought-leadership articles, press releases.

• Share company news, announcements, new launches, partnerships/acquisitions relevant to Indian audiences.

• Employer Branding : Promote employee engagement/HR initiatives - Gender equality, girls in ICT, Diversity & inclusion etc.

• Third - Party Content: Share relevant 3rd party, industry content relevant to our audiences.

• Innovation India Stories: Share interesting stories on innovations from India/R&D in India

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Targeting
Position Conduent India as a great place to work through
Facebook its people practices, technology innovation and a
collaborative culture

 Region:
India  Set-up and manage Conduent India Facebook page
 Target Audience:  Develop original content to create posts - follow global
 Current employees
 Potential employees guidelines
 Demography:  Engage & join the real-time conversations
 25-35yrs

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Content strategy
Facebook

• Utilize Conduent’s unique HR initiatives to discuss why people should work and associate with the company

• Share company news, announcements, new launches, partnerships/acquisitions relevant to Indian audiences

• Share relevant earned media coverage – featured interviews, thought-leadership articles, press releases

• Optimize blogs for Facebook – include graphics where possible

• Leverage Conduent’s internal events as discussion points

• Deliver messages - World class, prepared for the future, dedicated to success

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Targeting
Twitter
Position Conduent India as a thought leader in IT services
and innovation

 Region: Industry
India  Set-up and manage Conduent
• Higher Education
 Target Audience: • Information India Twitter handle
 Industry Association Technology and
Services  Develop original content to create
leaders
• Healthcare posts - follow global guidelines
 Online personas in the IT • Human Resources
community • Customer care  Engage with Influencers & join the
 Analysts • Transportation real-time conversations
 C-Suite

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Content strategy
Twitter

• Share company news, announcements, new launches, partnerships/acquisitions relevant to Indian audiences

• Share relevant earned media coverage – featured interviews, thought-leadership articles, press releases

• Third - Party Content: Share relevant 3rd party, industry content relevant to our audiences.

• Innovation India Stories: Share interesting stories on innovations from India/R&D in India

• Deliver messages - World class, prepared for the future, dedicated to success

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Lokesh Prasad on Twitter

Be the brand’s conscience

Humanise the brand Voice of the brand
• Thought leader, innovator in
• Share perspective on things • You are the voice of Conduent
the IT space – India
happening around you India – use it to recognise
• Craft posts that echo principles
• Share passions and hobbies employee, partner or client, talk
of the brand and not marketing
• Go well beyond just retweets about business
• Echo passion for the brand

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Transforming Brand Identity
Conduent is the world’s largest business process services company, transforming the industry through innovation,
expertise and the valued partnership of its people

Interview
Series – select mainstream
press
Long Tail Programme
Authored Articles

Propelling
LinkedIn Page
and
LinkedIn blog series Content Marketing
Active Twitter Engagement
Innovation Analyst
briefing/engagement –
Delhi & Bangalore

Panellist – ET Innovation Conclave

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Our Evolving Culture – hiring the right talent
Conduent is home to some of India’s most talented innovators

Interview
Series – Upskilling &
reskilling
Long Tail Programme
LinkedIn Page - Jobs
Reactive industry features -
Empowering HR Employee engagement showcase -
Facebook
workforce Active Twitter Engagement
Building a company that lasts Certification - Great Place
to Work® Institute

The Great Place to Work® Annual Conference - 2018

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India Innovation Awards

Authored Article
India Innovates India Innovation Social and Media
and
Roundtables Awards Profiling of Wins
LinkedIn blog series

Media Partner

• Why India will soon be a global R&D hub? • Leadership lessons from India R&D heads
• Innovation model – Beyond outsourcing

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Social Executive Program
Creation of executive presence on
social channels

Leverage content developed for Participation in

thought leadership platforms to industry blogs
create original content for social and your owned
posts on Twitter and LinkedIn • EZ has the largest number of
channels EZ has theinlargest
Socialize content from • consultants 30-40 number of
age bracket,
executive visibility consultants
while in 30-40
SS does well in theage bracket,
40-50
program and amplify, while
bracket SS does well in the 40-50
such as speaking bracket
• Overall presence of EZ consultants on
opportunities, bylined • LIOverall
is fairlypresence
passive of EZ consultants on
LI is fairly passive
articles and media
coverage

32
 Social Listening to identify influencers –
thought leadership: media/FICCI/Etc
• Use tools like Radian 6 or traackr
to identify the APAC voices on
innovation, leadership and digital
transformation

• Quarterly top 15

• Feed into Social Exec programme

Industry
Association
leaders

Online
personas
in the IT Analysts C-Suite
community
Social Executive Program
Regular interaction
with influencers and
Creation of executive presence on sharing value,
social channels opinions and news
through social
platforms

Leverage content developed for Participation in

thought leadership platforms to industry blogs
create original content for social and your owned
posts on Twitter and LinkedIn channels
Socialize content from • EZ has the largest number of
executive visibility consultants in 30-40 age bracket,
program and amplify, while SS does well in the 40-50
such as speaking bracket
opportunities, bylined • Overall presence of EZ consultants on
LI is fairly passive
articles and media
coverage

34
Sample content for LI- a personalized style
Great Place to Work
Socialize work projects
and solutions, share brand
amplification activities
such as speaking
Create and sustain strong presence opportunities, bylined
on Facebook articles and media
coverage
Showcase internal
Content developed – targeting activities and
employee
potential and existing employees
development
initiatives
Establish annual
engagement properties –
internal audience
Core
Narrative
Employee experience
• Investing in improved
management practices
• Providing modern tools and
technology to get work done
• Improving employee
experience and employer
reputation
Building a company that will
last
• Competitive
compensation
• Investments in learning
and development
• Bringing in the right
people and retention
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Innovating for the world
Conduent India will help India deliver expertise
Partnering Conduent India
Support

Spokesperson
– Conduent Consultant
India

Marketing Conduent
& Comms. Text100 Content Digital
Director India

Spokesperson
– Conduent Consultant
India labs

Support

38
The first 60 days

Spokesperson Content Calendar Influencer

briefing Opinion Articles Engagement Map
Set-up: Media database for
Overarching Official LinkedIn, Twitter Relationship Meetings
Segment Wise and Facebook page Story Angle mapping Process SOPs
Message (update) Digital influencer
Development/ Focus LinkedIn Blogs identification - Tools Set-
LinkedIn Posts up
Areas
Visuals/infographics
(Style Guide)

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Internal Communications
Our capabilities
A Strategic IC Framework

Listen Map Organize Communicate

What: Employee dipstick across 10% of What: Defining strategy based on

your employee base analysis and its alignment to
Why: To assess effectiveness of existing management goals.
modes of communication, deficiencies Why: To ensure that communication is
and latent needs “for the people and by the people”

What: Delivery on strategy, via

What: Slice employee base to create
targeted outreach based on level of
intellect, communication needs and
most effective modes
Why: One size doesn’t fit all
identified channels of communication
with relevant, succinct and timely
content translated into a form that will
resonate.
Why: To maximize the sweet spot!
Our Approach
oConduct a thorough organization mapping

oReach out to the last person in the organization

oAsk the right questions to devise the right solutions

oSet up a strong feedback mechanism

oEnsure flexibility in the campaign – after all we are dealing with people

oDevise a roll-out strategy that addresses the real problem and positively impacts business goals
“For the people, by the people”:
Drive the campaign through communication champions
o The management can only be in one place at a time – creating multiple communication
champions will ensure outreach
→ A faster and more effective way to reach the last man in the organization

o Employees are known to relate to a communication champion better than to their leader

o Communication champions will be useful to bounce off ideas before implementing them
company-wide

o Communication champions will be our change ambassadors and help us in aligning

employee interests to the goals of the organization
Making it work – key functions collaborate
to drive IC
Management
CEO letters, corporate
announcements/
developments,
management roundtables,
Communication Champion
roundtables

HR Corporate
Annual days, Induction Communication
programs, recognition
programs, fun@work, Newsletters , CEO videos,
birthday programs landmark celebrations/
events, Walk the Talk etc.
Text100’s role
o Brokers: Of relationships between key
stakeholders to map on to their goals
o Mentors: To the communication champions
in understanding their roles and delivering
the message
o Think Tank: That will conceptualize and
architect key initiatives, lay out the process
framework and generate content
o Feet on the street: Delivering on the
strategy
Engagement

•We follow the BOT model (build-operate- transfer)

– Our engagement varies from between 6-18 months
– Time frame is determined by maturity of the existing IC process within the company
•We support an internal champion- we can’t be the face of IC
– IC is an internal function and employees feel comfortable to hear and see an internal
face executing
Some of our
work…
 Our experience
Successfully strategized and launched an Internal Communication
Program for
• Worked with the IC team of the largest auto manufacturer in India to help realign
its IC program
• One of India’s leading BPO players with over 8000 employees across 5 locations
including 3 international offices
• Rolled out an internal vision and roadmap across 11,000 employees at India’s 3rd
largest pharmaceutical company by revenue
Internal
Communication
s

Helped Maruti articulate and

reposition itself aligned to its
Maruti2.0 narrative, especially to
engage its millennial workforce
and manage its IC process better
 Situation What we did Impact
Maruti had been facing multiple challenges Text100 conducted a survey across levels and • 37 members (R&D and Supply division)
on account of employee engagement divisions. Basis the feedback received, Text100 trained
across levels and divisions. Primary conducted following: • 90% real-time impact witnessed during
concerns were around HR Communication; • Rationalized multiple tools basis audit trainings
non-interactive, unimpressive and feedback and efficacy • 100% Positive response received with a
confusing IC tools/ formats; one-way • Strengthened key communication content esp request for follow-up sessions and more
communication and not enough engaging DCM, the most critical one. sessions of similar kind
content. • Shared themes and ideas IC campaigns • 100% positive response to the new revamped
• Conducted workshops and trainings for team DCM
The ask was to: capacity building • 100% found the new DCM more attractive
• Define scope to address challenges and engaging
• Improve tools Engagement • Individual feedback inclusive of areas of
• Share engaging content • FGDS to monitor and deliver relevant content improvement + Individual pre- and post-
• Improve internal employee and workshops training videos shared for future reference
communication skills • Quarterly plans on themes and narrative
focussed DCMs
• Integrating visual, infographic and video
content across multiple tools
• Workshops to enhance and build
communication and leadership skills
A comprehensive IC program
rollout
Situation
To aid the company’s business
goal of hiring and retaining the
right talent in an atmosphere
where significant company
developments had not trickled
down, and a common company
identity and culture were missing
What we did
Slicing and dicing the organization
revealed the need to create
aspirational ‘Mascots’ to drive the
company’s message and agenda
among the employee base.
The Mascot program coupled with
strong management support and ‘last
mile’ reach led to what was easily one
of the most successful IC programs
Impact
Employees began to relate to the
Mascots and look forward to hearing
from them.
Being a Mascot became aspirational
with an increasing number of staff
wanting to get involved with the IC
process.
Text100 built the process and
structure and eventually handed this
over to the communications team to
run for the future
Effecting change management
across the top to mid rung

As Lupin rolled out a new vision and mission

for the company, it became imperative to drive
understanding and appreciation across the
rank and file of the company. The objective
was to crystallize the new brand positioning
and vision
Situation
To roll-out a corporate vision for Lupin
Limited, currently India’s 3rd largest
pharmaceuticals company by revenue.
This involved ensuring that the new vision
was understood and accepted at a macro
and micro level by various employee
groups. It also involved ensuring that each
individual was committed to this new vision
and aware of his/her role in making it a
reality.
For a historically traditional company, this
new vision was bold and ambitious, and the
exercise was critical, attracting top
management attention.
What we did Impact
The organization was sliced level-wise and a A successful international rollout to ensure
plan was created to collate feedback on that the vision was effectively
current [perception communicated, meetings conducted and a
feedback mechanism set into place to
An audit was conducted to understand the collate queries/clarifications and insights.
current pulse of the company. This was by
way of 1:1 and online surveys. Today, every Lupin-yte is working towards
the fulfillment of this new vision .
Based on the findings, a mixture of
corporate videos, 1:1 meetings with the top
team, followed by a town hall meeting was
conducted.
Text100 engineered, planned and
conceptualized the entire rollout across the
company’s 10+ manufacturing facilities and
4 research facilities, spread across the world
Thank you