INITIAL POINT
AXA Versicherungen AG, based in Winterthur, is a Swiss insurance company and subsidiary of the French insurance group AXA. With around 4,500 employees and 3,000 colleagues in sales, the company serves 1.9 million customers. The range of services extends from personal, property and liability insurance as well as life insurance and pension fund solutions to banking products.
AXA was one of the first companies in Switzerland to operate a corporate newsroom back in 2015. With the relocation of the newsroom in autumn 2020, the requirements also changed. To this end, the communications team looked for a new software partner. The main requirement for the new solution was to integrate a wide variety of automated sources from different tools.
AIM
All corporate communications perspectives in one view.
Area of application
Corporate NewsroomSpeciality
Integration of various media monitoring toolsConnections
Media MonitoringGoogle & Social Media Monitoring
Locations
1Number of screens
4Editors
3Realisation
2021SOLUTION
The implemented corporate newsroom solution consists of three monitors placed next to each other and a fourth, separate screen. Each screen shows a different perspective of corporate communications.
The first screen shows the current top issues (news) in the Swiss media landscape. The latest news from the major daily newspapers and Swiss radio and television are also displayed. Two further media monitoring feeds provide information on what is currently being reported about ‘AXA’ or industry topics based on defined keywords. Combined, the feeds generate a comprehensive overview of topics currently relevant to AXA. The dashboards displayed originate from the media monitoring tool of pressrelations Schweiz AG.
The centre screen is the actual «work screen», which is used for presentations and editorial meetings. If the screen is not being actively used, it shows the current planning/editorial plan for all communication measures. The communications team can see at a glance which campaigns and topics are running and when. A Twitter feed also shows all current tweets in which AXA Switzerland is mentioned.
Various dashboards from an external service provider and a tool are integrated on the third screen. On this «monitoring screen», the communication team can see the effect of the communication measures implemented: Which posts generate the most attention, which keywords are relevant, what is the current website traffic, how are the social media channels developing? etc.
What we particularly like about the solution is how the three screens show how a modern communications department with a corporate newsroom team works. The team analyses what the currently relevant topics are (screen 1), plans measures, implements them (screen 2) and evaluates whether the measures have the desired effect (screen 3).
In the lift area, a fourth screen also informs other AXA employees about the latest news or acts as a welcome screen for newsroom visitors.
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