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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow December 22@Update Breakfast
December 22@Update Breakfast
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22@Community Network of Professionals

In 2004, a group of companies from the 22@Barcelona district joined forces to create the 22@Network. Their aim was to become an active stakeholder in the district and a driving force behind initiatives in the member companies. Knowledge was to be the main driving force behind productive resources. In 2006, the association began to take shape and today the 22@Network has more than one hundred member companies that all benefit from the synergies derived from this union. T-Systems, GTD, Catalan Institute of Technology, UOC, UPF and Indra were some of the organizations and companies that first saw the benefits of participating in this project.
The December 22@Update Breakfast focused on social networks and strategies for creating an online community carried out in recent years by the 22@Network.  The session opened with a welcome message from Joaquim Olivé, vice-president of the 22@Network, and Josep M. Piqué of the Barcelona City Council, who highlighted that the group of companies led by the 22@Network highly value the importance of social networks both as part of the companies’ organizational structure and for personal relationships. Joaquim Olivé introduced the two organizations that presented the creation and evolution of the 22@ and E-La Caixa portals during the session. Both highlighted the importance of social networks for business communication, both internally and with clients. The December 22@Update took place in the auditorium at Barcelona Activa (C/Llacuna, 162).

The difficulty of coordinating the 22@Network lies in its diversity, because it represents a rich area with a variety of different sectors that have varying interests and subgroups

To start off, Secretary of the 22@Network Association Antoni Oliva presented the portal created by the 22Network Association as a tool to integrate professionals in the district in order to encourage relationships, knowledge and business opportunities among the various professionals. Oliva explained the history of 22@ online, which is normally accessed by all users. Five years ago, under the LifeStyle umbrella, 22@ began to be considered a work environment and a portal for professionals was created with the aim of creating a networking space. Three years later, in 2009, the effort was made to create a social network. Various companies were approached to design this network but in the end it was clear that this wasn’t necessary, that users and companies had already made existing networks their own. A Technical Office was created to manage profiles and contents, to dynamize the groups created, and to coordinate the network.
Synergies were identified, various talent groups were created, and a person was chosen to follow each of them. At the same time, the technical office’s role was defined: to project an image both inside and out of 22@, taking into account the sensations found outside the area.
Currently, explained Antoni Oliva, there are two important strategies in the 22@Network, laid out on two different sites: www.22network.net, a site for the network, and the corporate page: www.22network.org. The topics dealt with on these sites include: theme areas, agenda, job offers, communication and contacts. Visitors can also access the innovation blog. A weekly newsletter is distributed through the website with information on the latest news from the district.
“We have two profiles on LinkedIn”, one for the company and one for the community, explained Oliva: 22@Network (Association) and 22@Network (Community). The Network (Community) is divided into three branches: 22@Network - Sustainability, 22@Network - Innovation and 22@Network - Human Capital. Our Twitter profile is 22@network and provides regular information on the 22@Network. Furthermore, the 22@Network also has a Youtube channel: Canal 22 Network, a place with audiovisual materials on the community, current contents, presentations, videos on innovation in the 22Network and a presentation of the program. There are many more projects yet to come in the future.

La Caixa aims to bridge the gap with the general public through their multi-channel approach. This is a clear commitment to mobility and social networks

Andreu Sans, head of Social Media for E’La Caixa, explained this company’s strategy for social networks. At the December 22@Update Breakfast, Sans explained La Caixa’s social network strategy for SMEs and freelance clients, who can access this service with an invitation from the institution. Andreu Sans explained that La Caixa aims to bridge the gap with the general public through their multi-channel approach. This is a clear commitment to mobility and social networks.

Andreu Sans explained that La Caixa is aware that clients invest a lot in social networks and, thus, are always seeking out new opportunities. They also aim to find synergies with employees, collaborating to work better. Feedback on social networks is very important and useful for creating new services that add value and build client loyalty. One of the pillars of La Caixa’s strategic benchmarks is communication directed at the youngest sectors (LKXA) to provide information on new activities and opportunities.
The corporate blog is a tool to develop communication actions, with financial information and general interest stories on different channels. La Caixa also embraces other practical tools to receive or post written information or images, through Flickr. Contents aimed at La Caixa clients and non-clients alike are posted on various social networks. The immediate result is seen in distribution of campaigns and positive reactions to these.
Andreu Sans also explained how starting up corporate networks has helped them to create sub-communities and avoid excess e-mails, allowing for efficient and effective response to corporate information in the organization. Feedback regarding promotions is also important and these new social environments allow them the opportunity to check their products’ status and evolution in real time through user comments. Andreu Sans said his proposal is to send information wherever users can be found.
A serious commitment to this is the Online Community, which allows for communication, better relationships and increased participation. Over the past year, 17,000 users have used this tool. The Head of Social Media at E-La Caixa explained that the platform is a new service for clients, as it makes it possible to distribute new mechanisms for the company’s activity. Members create their personal profile, which can be modified whenever necessary. Business clients can also make their identity public with a highly beneficial online presence.
La Caixa allows companies to have a personalized online presence with their own URL. They facilitate networking in order to find like-minded people and debate groups among the users. “We post selected news articles and give advice on how to develop them,” he explained. Moreover, La Caixa gives clients a way to apply for subsidies and create audiovisual guides.
La Caixa is also present in the App Store, with applications for the iPhone. This tool is important for highly mobile clients, who need to be connected at all times. Without committing to one specific social network, they first listen to user needs, then select and implement strategies, and finally follow up to innovate according to cyclical needs.

Mobile World Capital will be held next February 2012 in Barcelona

To close the event, Josep M. Piqué of the Barcelona City Council stressed the fact that it is increasingly important for companies to do more than just follow the crowd. They must take center stage, deciding for themselves which actions must be carried out on these networks. “We are going to create communities,” he said, “making the most of the networks.”
Piqué commented on the recent 1st FemTalent Forum. Held by the FemTalent project on 2 December 2011, the Forum was an opportunity to bring together female businesspeople, entrepreneurs and scientists to share their experiences. Participants included Sònia Recasens, deputy mayor for the Barcelona City Council, and Joana Ortega, vice-president of the Government of Catalonia. There were some 700 participants in total.
Piqué also explained that more than 6,000 people attended the Smart City event in November, including 2,000 delegates.

One project coming up in the near future is the Mobile World Capital event, which will be held in February 2012. Mobile World Capital will be held in Barcelona through 2018.

22@Network presentation
La caixa presentation

Key ideas

-According to a recent study by Morgan Stanley, social networks are overtaking e-mail as a communication tool. Social networks aren’t a fad, their importance is growing and they can be applied to a number of lines of action.
- The difficulty of coordinating the 22@Network lies in its diversity, because it represents a rich area with a variety of different sectors that have varying interests and subgroups. The requirement to join the 22@Network is to also be part of a creative environment.

Attendees speak

-Social networks are a good opportunity for entrepreneurs to take to the streets and find out what the client wants. We must adapt to these networks and make the most of their benefits.
-I can see that Social Networks have many advantages for companies, even more than for individuals, because the benefits are more objective.

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