boosting productivity through meaningful and measured content - rosa wilkinson, senior consultant,...
TRANSCRIPT
B2B Marketing Conference Boosting employee productivity through meaningful content
7 November 2013
Rosa Wilkinson & Joe Hale
2
The chapters in our story today
1. Why storytelling is powerful stuff
2. How to create stories
3. How to celebrate and share stories
4. How stories build brand commitment
5. The final word
3
Predictably irrational?
“Most companies are quite good at winning minds; all that requires is a comparison of all the features and benefits. Winning hearts takes more work. Tangible things rationalise our decision-making, but they don’t inspire behaviour.”
- Simon Sinek
4
A natural way for customers and colleagues to engage with big ideas
“The human species thinks in metaphors and learns through stories”
- Mary Catherine Bateson, Anthropologist
5
A more human and meaningful way to do business
Brand Commitment =Creating a meaningful relationship between your brand and your people. One built on a shared sense of purpose and values.
#1 Creation
Digging deep to create meaningful content
7
Finding inspiration from your brand purpose and personality
> The difference you make to customers
> The wider value that you contribute
> Your own history and myths
> Your beliefs and attitude
> How you work, think and apply expertise
> Where your ideas come from
Great stories start with conversations between colleagues
8
Cut to the chase.
Can you sum it up in a sentence?
What do we need to find out more about? From who?
Where did this start? Was there a challenge?Why did it matter to us?
Can we prove it?Are there facts, figures, quotes, images?What’s the little detail people will remember?
What did we do?What was new or different about that?
What happened next?What changed?Who for?
9
Determining if a story measures up
A great story should:
Be inspiring to colleagues and customers
Be something only you can tell
Reflect your brand purpose and personality
Demonstrate the difference you make
10
Drag picture to placeholder or click icon to add
Journeys in time and space with Trolex
Drag picture to placeholder or click icon to add
#2 Celebration
Give people something to talk about
12
Sharing stories helps people connect across departments and geographies. People are most interested in other people and the more relatable the character the more impact.
Stories help accelerate human interaction
13
Rio Tinto: Internal content marketing through personal success stories
GE: Always sharing stories to draw in more likeminded people
14
#3 Commitment
Creating a more productive employee experience
The Meaning Wheel: Creating a more meaningful employee experience
Finding a purpose that captures the value you want to create. Making it clear how all your colleagues contribute to achieving this.
Creating, sharing and celebrating real examples of ideas and behaviour change in everyday working life.
Giving people the tools they need to make better decisions in their role. Setting
expectations for growth and contribution.
Building the social networks people need to share
knowledge and ideas. Enabling greater productivity.
Gauging the mood and motivations of colleagues and acting to resolve
issues. Digging deeper than traditional staff surveys.
17
In summary: 3 simple things to remember
#1 Create: Encourage and invite your people to share stories. And reward them for doing so!
#2 Celebrate: Get great stories out there, and tell with purpose and personality
#3 Commit: Build a stronger sense of culture, community and contribution
Over to youQuestions?
Thoughts?
Stories?
Thank you for your time todayLet’s keep talking.
We’d love to help share more brand stories!
@dragonrougeuk
Drag picture to placeholder or click icon to add
20
Dragon Rouge, 1 Craven Hill, London, W2 3EN
T. +44 (0)20 7262 4488. M. +44 (0)7850 696924. F. +44 (0)20 7262 6406. www.dragonrouge.co.uk
© Dragon Rouge
Thank you