Bringing the Story to Life

Why and How to Build Internal

Audiences that Create Distinguishing

Brand Experiences Carla Johnson

President Type A Communications

CarlaJohnson

Mark Wilson

Sr Vice President Marketing BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Are your employees

passionately bringing your

story to life

Or are they creating a

saga for customers

CarlaJohnson bull CMWorld

People trust

companies and

the media less

But they trust

employees more

CarlaJohnson bull CMWorld

We need to empower

employees to create

amazing brand

experiences

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Are your employees

passionately bringing your

story to life

Or are they creating a

saga for customers

CarlaJohnson bull CMWorld

People trust

companies and

the media less

But they trust

employees more

CarlaJohnson bull CMWorld

We need to empower

employees to create

amazing brand

experiences

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Are your employees

passionately bringing your

story to life

Or are they creating a

saga for customers

CarlaJohnson bull CMWorld

People trust

companies and

the media less

But they trust

employees more

CarlaJohnson bull CMWorld

We need to empower

employees to create

amazing brand

experiences

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Are your employees

passionately bringing your

story to life

Or are they creating a

saga for customers

CarlaJohnson bull CMWorld

People trust

companies and

the media less

But they trust

employees more

CarlaJohnson bull CMWorld

We need to empower

employees to create

amazing brand

experiences

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

People trust

companies and

the media less

But they trust

employees more

CarlaJohnson bull CMWorld

We need to empower

employees to create

amazing brand

experiences

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

We need to empower

employees to create

amazing brand

experiences

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

We armed employees with

the ability to become the

voice of the brand

CarlaJohnson bull CMWorld

What ifhellip

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

How do wehellip

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

By creating emotional

connections with

our brand

WITH THE TOUGHEST

AUDIENCE OF ALL

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

Actively disengaged

employees cost

companies

$400-500 billion

every year

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

of employees donrsquot

know what their

employer stands for or

what makes their

company different from

others

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

41

What it Means to Customers

Of customers

LEAVE

because of

poor employee

attitude

Of customers

are LOYAL

because of a

good employee

attitude

Of customer

brand

perception is

determined by

experiences

with PEOPLE

Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader

bull Revenues grow 4 times faster

bull Jobs are created 7 times faster

bull Stock prices rise 12 times faster

CarlaJohnson bull CMWorld

Companies that have cultures based

on their purpose and values out-

perform companies that donrsquothellip

John Koer and James Jaskett Corporate Culture and Performance

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

Actively disengaged

employees cost

companies

$400-500 billion

every year

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

of employees donrsquot

know what their

employer stands for or

what makes their

company different from

others

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

41

What it Means to Customers

Of customers

LEAVE

because of

poor employee

attitude

Of customers

are LOYAL

because of a

good employee

attitude

Of customer

brand

perception is

determined by

experiences

with PEOPLE

Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader

bull Revenues grow 4 times faster

bull Jobs are created 7 times faster

bull Stock prices rise 12 times faster

CarlaJohnson bull CMWorld

Companies that have cultures based

on their purpose and values out-

perform companies that donrsquothellip

John Koer and James Jaskett Corporate Culture and Performance

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

Actively disengaged

employees cost

companies

$400-500 billion

every year

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

of employees donrsquot

know what their

employer stands for or

what makes their

company different from

others

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

41

What it Means to Customers

Of customers

LEAVE

because of

poor employee

attitude

Of customers

are LOYAL

because of a

good employee

attitude

Of customer

brand

perception is

determined by

experiences

with PEOPLE

Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader

bull Revenues grow 4 times faster

bull Jobs are created 7 times faster

bull Stock prices rise 12 times faster

CarlaJohnson bull CMWorld

Companies that have cultures based

on their purpose and values out-

perform companies that donrsquothellip

John Koer and James Jaskett Corporate Culture and Performance

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

of employees donrsquot

know what their

employer stands for or

what makes their

company different from

others

CarlaJohnson bull CMWorld

Source Gallup 2013 State of the Workplace

41

What it Means to Customers

Of customers

LEAVE

because of

poor employee

attitude

Of customers

are LOYAL

because of a

good employee

attitude

Of customer

brand

perception is

determined by

experiences

with PEOPLE

Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader

bull Revenues grow 4 times faster

bull Jobs are created 7 times faster

bull Stock prices rise 12 times faster

CarlaJohnson bull CMWorld

Companies that have cultures based

on their purpose and values out-

perform companies that donrsquothellip

John Koer and James Jaskett Corporate Culture and Performance

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

What it Means to Customers

Of customers

LEAVE

because of

poor employee

attitude

Of customers

are LOYAL

because of a

good employee

attitude

Of customer

brand

perception is

determined by

experiences

with PEOPLE

Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader

bull Revenues grow 4 times faster

bull Jobs are created 7 times faster

bull Stock prices rise 12 times faster

CarlaJohnson bull CMWorld

Companies that have cultures based

on their purpose and values out-

perform companies that donrsquothellip

John Koer and James Jaskett Corporate Culture and Performance

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

bull Revenues grow 4 times faster

bull Jobs are created 7 times faster

bull Stock prices rise 12 times faster

CarlaJohnson bull CMWorld

Companies that have cultures based

on their purpose and values out-

perform companies that donrsquothellip

John Koer and James Jaskett Corporate Culture and Performance

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

Building Internal

Audiences

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

bull Whatrsquos true about the brand

bull What hooks can you find and own

bull How can you emotionally connect

employees with the brand

CarlaJohnson bull CMWorld

Identifyhellip

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

Inspiring and empowering

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

Itrsquos abouthellip

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Where Should it Sit

Corp Comms Human Resources Content Marketing

Focus Benefits PR Wins Company Story

Success defined by

Employee Satisfaction Employee Engagement

Background Benefits or media relations Avid writers amp communicators

Approach Workflow Storyflow

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Why focus on

employees

How to build a

program

What tactics work

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

Leadership Video

BlackBerry Ideas

LinkedIn BlackBerry Square

Ambassadors

bull Efficient way to

reach global

employee base

bull More human than

written comms

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

BlackBerry Ideas

Leadership Videos

LinkedIn BlackBerry Square

Ambassadors

bull Employee-submitted and

evaluated ideas

bull ~5500 current

submissions (nearly 11

with employees)

bull Evaluated by employees

and senior leaders

bull Encourage ideas with

employee leaderboard

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

LinkedIn Leadership Videos

BlackBerry Ideas

BlackBerry Square

Ambassadors

bull Use popular

CEO blog to

deliver

messages to

external ndash

AND internal

- audience

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

BlackBerry Square

Leadership Videos

BlackBerry Ideas

LinkedIn Ambassadors

bull Popular ~100000

viewsweek

bull Engaged ~600

comments likes amp

sharesweek

bull Efficient managed

by lt1 FTE comms

employee

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

BlackBerry Turnaround

Leadership Videos

LinkedIn Series Ambassador Program

BlackBerry Ideas

Brand Journalism Team BlackBerry Square

Story Architecture BlackBerry Elites Building Internal

Audiences

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

Ambassadors Leadership Videos

BlackBerry Ideas

LinkedIn BlackBerry Square

bull Hundreds of

employee

volunteers offer

demos for new

devices at select

carrier retail

stores

bull Channel employee

passion provide

on-ground

feedback to field

marketing team

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

BrewHub Our Brew Pub Talk

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

MolsonCoors created

BrewHub a central hub that

engaged employees because

it created excitement about

the BHAGs

CarlaJohnson bull CMWor ld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Results bull Increased employee engagement by 6 to

86 in 12 months considered world class

bull Increased trust in leadership and decisions by

15 to 80

bull Increased employee awareness and

understanding of the companyrsquos ambition

strategic goals and values

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Results bull United disparate business units under one

company name brand and strategy

bull Translated all major communication vehicles

into ldquopub-talk approvedrdquo look feel and

language

bull Average 1500-3000 unique users per day

bull Yammer enrollment more than 1600 in first

6 months

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

BrewHub Our Brew Pub Talk

Employee Training BrewTube

Easily Available Easily Shareable Content

Building Internal

Audiences

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing

MolsonCoors

ReclaimColorado

Employee Training BrewTube

Easily Available Easily Shareable Content

BrewHub Our Brew Pub Talk

Building Internal

Audiences

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

ReclaimColorado

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

ReclaimColorado

bull MolsonCoors employees in Denver (220)

bull $35 allowance per employee per month to ldquohostrdquo

bull Employees tell the story about the product

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CarlaJohnson bull CMWorld

Results bull 3 month program (June July August) extended to

year end

bull 42 employee participation (220 employees)

bull 55 individual stories on Yammer in 2 months

bull 42 photographs

bull Gave people a way to contribute to the topline

story in their own way

bull Significant story source that will also be used

externally

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

bull Created excitement and inspiration to

participate

bull Delivered consistent messages and story

understanding

bull Developed story expertise and the ability to

discover stories

bull Delivered the right story at the right time and

place

CarlaJohnson bull CMWorld

Thesehellip

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

How can

YOU

inspire and empower

employees to create their

own brand experiences

CarlaJohnson bull CMWorld

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry

CARLA JOHNSON Strategist Speaker Storyteller

Type A Communications

CarlaTypeACommunicationscom

CarlaJohnson bull CMWor ld

MARK WILSON

Sr Vice President Marketing

BlackBerry