the making of an inspiring brand

Creating Employee & Customer Advocates for Your CompanyEnlisting, Engaging, and Empowering Employees and Customers for your Company’s Mission.

Creating Employee & Customer Advocates for Your CompanyEnlisting, Engaging, and Empowering Employees and Customers for your Company’s Mission.

This webinar will be recordedand available for review.

Being Intentional about becoming a Most Inspiring Company™Being Intentional about becoming a Most Inspiring Company™

Part 1 - Categories and Case StudiesPart 2 – Visioneeering Part 3 - The Path

September 23, 2010

Terry Barber, Chief Inspiration OfficerTerry Barber, Chief Inspiration Officer

Hosted by:Carol Chapman & Suzanne Tulien The Brand Ascension Group

Founder, Inspiration Blvd., LLC

Author of: The Inspiration Factor, How to Revitalize Your Company Culture in 12 Weeks

Personal Mission – to help organizations enlist, equip, and empower employees and customers to be passionate evangelists for their mission.

www.InspirationBlvd.com

Did you know…?Did you know…?• 85% of a company's market value is now calculated on

intangible assets, which is defined as knowledge, reputation and human talent (Source: Brookings Institution)

• 70% of customers' brand perception is determined by experience with People (Source: Enterprise IG 2004 and Ken Irons, Market Leader)

• Higher than average levels of employee engagement also realized 27% higher profits, 50% higher sales, 50% higher customer loyalty levels and 38% above-average productivity. (Source: Gallup )

• 41% of customers are loyal because of good employee attitude (Source: Enterprise IG 2004 and MCA Brand Ambassador )

Learning Objectives

1. How and why inspiration should be added as a metric for employee and customer engagement

2. How being an inspiring company drives market value.

3. The four categories of a Most Inspiring Company

Learning Objectives

4. The 7 principles of inspiration to align an organization’s business goals with making the world a better place

5. What does it mean to be an inspiring company?

Poll

When it comes to being a Most Inspiring Company, it is primarily a function of…?

a) HR

b) Marketing and Brand

c) C-level leadership

d) Corporate Social Responsibility

e) Everyone

Background on the survey;The Methodology • Un-aided online survey

• 1,022 completed, 1731 total participants

• Sampling error +/- 3% at the 95% confidence level

• Combination of quantitative and qualitative responses, over 10,000 words

What is the RO-I™? (Return on Inspiration)

What is the RO-I™? (Return on Inspiration)

• 50% of brands recognized by consumers as inspiring outperformed the S&P 500 by an average of 45% and as much as 95% year over year.

• And as a whole, these brands outpaced the S&P by 11% over a 5-year period of time, between 2005-2010.

What is the value of an HVA?

Favorable Ratings & ReviewsPositive TestimonialsPositive comments on Facebook,

Twitter, blogs, online forums and more

Offline recommendationsShared offers with social networks

Average Customer

Brand Advocates

*What’s a brand advocate worth? Zuberance

‘Inspiration’ comprises three distinct, but interrelated, facets: ‘Inspiration’ comprises three distinct, but interrelated, facets:

Transcendence: "illumination"Evocation: Awareness outside their conscious mind;Approach motivation: compelled to actualize insight or

opportunity.

Source: Dr. Simon Moss, Inspiration Article, http://www.psych-it.com.au/Psychlopedia/article.asp?id=376

The greatest RO-I…Every Most Inspiring Company™ had the ability to enlist and unleash a cadre of enthusiastic high-value advocates (HVA’s)

to carry out the organizational mission.

The greatest RO-I…Every Most Inspiring Company™ had the ability to enlist and unleash a cadre of enthusiastic high-value advocates (HVA’s)

to carry out the organizational mission.

Return on Inspiration: RO-I™

• Inspirational Principles serve to energize and engage employee culture, leadership culture and customer culture that yields HVA’s.

Poll How do you think your customer/clients would rate your company’s Inspiration Factor on a scale from 1-5? (1 = worst, 5 = best).

a. 1 (worst)

b. 2

c. 3

d. 4

e. 5 (best)

Do-goodersMake the world a better place.

DreamersAspirational and tap into the dreams of others.

LoversDeep affection for their employees who in turn love their customers.

HeroesMade difficultdecisions basedon values.

Four Categories of Most Inspiring Companies

Associates feel engagedand connected to the

mission by using the principle of “story.”

Do-gooder

How Tom’s Uses Social Media

Do-gooder

Do-gooder

Values-led 3-part mission statement:

Product; Economic; SocialPracticing Principle of Vision

Taps into the aspirations of its

employees/customers through Genius clinics.

Practices principle of affirmation.

Dreamer

Taps into the aspirations of its stakeholders.

Dreamer

Employees sense agenuine commitment from

corp. leadership.Example: Culture Committee

Lover

Lover

Source: Southwest.com

Southwest Inspires through Social Media

Lover

Source: Southwest.com

Only B2B Company here. Employees are the exclusive

channel for community outreach.

Lover

Stood by their conviction.

Hero

How Ford is Leveraging Inspiration with Social Media

Poll # 4Which statement best describes your company’s attitude towards social media?

a) Social what?

b) It gets talked up a lot but no traction

c) Certain teams are involved but not across the organization

d) Everybody is involved in social media at work, for work at some point during the day

Closed on Sundays soemployees can spend it

with their families.

Hero

DiscoveryExerciseWhat would you say is the most inspiring category for your company/organization?

a) Do-gooderb) Dreamerc) Loverd) Heroe) None of the above

Guiding Principles as You Implement

Do-goodersEmbed your cause into the fabric of your Culture.

DreamersBecome customer-Centric versus org-Centric.

LoversMake room for lots of autonomy and utilize social tools for affirmation.

HeroesFind a single value anddrive a stake in theground.

Drivers of Inspiration

What’s next?

1. Assess inspiration index

2. Discover inspiration DNA

3. Strategize for enlistment, engagement, empowerment

4. Manage and measure the inspiration index

QUESTIONS & ANSWERS