corporate storytelling

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“STORYTELLING: COMMUNICATION TOOL TO ENGAGE STAKEHOLDERS TO SHARE KNOWLEDGE, TO CREATE INVOLVEMENT AND INSPIRATION”.

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Page 1: CORPORATE STORYTELLING

“STORYTELLING:COMMUNICATION TOOL TO ENGAGE STAKEHOLDERS TO SHARE KNOWLEDGE, TO CREATE INVOLVEMENT AND INSPIRATION”.

Page 2: CORPORATE STORYTELLING

STORY BENEFITS:

- HOLLISTIC (TACID KNOWLEDGE + EMOTION)- PROVIDES CONTEXT- PROVIDES “LIVING EXAMPLE”- MEMORABLE- SENSE OF COMMUNITY & BUILDING RELATIONSHIPS- MOVE PEOPLE AWAY FROM LINEAR THINKING- INDIVIDUAL GROWTH- AUTHENTIC

USEFULL IN SITUATIONS:NEW & UNEXPECTED,COMPLEX,NEED FOR COMBINATIONOF FEELING AND THOUGHT…

Page 3: CORPORATE STORYTELLING

CORPORATE STORY TELLING…

CAN YOU TELL EXITING STORIES ABOUT YOUR COMPANY?CAN YOUR STAKEHOLDERS?

DOES YOUR STORY CONVEY PRIDE, PASSION, STRENGTH & AUTHENTICITY?

DOES YOUR STORY CONTAIN ALL ELEMENTS OF THE CORPORATE STORY MODEL® ?

Page 4: CORPORATE STORYTELLING

CULTURE.

ENTREPRISING EMPLOYEES,SELF MANAGEMENT : DARE TO MAKE DECISIONS AND MAKE MISTAKES, TO COMMUNICATE, HAVE AMBITION,KNOWLEDGE NEED AWARENESS.

TALENT VS. COMPETENCES.BOUNDARYLESS.

EMPLOYEE OF THE EMPLOYEE OF THE

FUTURE*FUTURE*EFFICIENT-COST CONSCIOUSEFFICIENT-COST CONSCIOUS

OPEN FOR CHANGEOPEN FOR CHANGE

FOCUS ON THE CLIENTFOCUS ON THE CLIENT

ENTREPRENEURENTREPRENEUR

WELL INFORMEDWELL INFORMED

EAGER FOR NEW KNOWLEDGEEAGER FOR NEW KNOWLEDGE

FOCUS ON COOPERATIONFOCUS ON COOPERATION

*delta lloyd groep, annual magazine 2006/2007*delta lloyd groep, annual magazine 2006/2007

Page 5: CORPORATE STORYTELLING

CULTURE.BOUNDARIES*:HORIZONTAL, VERTICAL, EXTERNAL, GEOGRAPIC BECOME BOUNDARYLESS!

KEEP AN EYE ON:

RECOGNITION**RESPECTRECONCILIATION

* ASHKENAS

** TROMPENAARS, HAMPTON-TURNER

BOUNDARIES

GEOGRAPHIC

H I E R A R C H YDIVISIONS

GEOGRAPHIC

E X T E R N A L(value chain)

E X T E R N A L(value chain)

Page 6: CORPORATE STORYTELLING

S.C.I.M. :STAKEHOLDER COMMUNICATION OF INFORMATION MANAGEMENT

INFORMATION “TAILOR MADE”TIME, PLACE, FORMAT, CONTENT.STAKEHOLDER PROFILES:PASSIONS, INTEREST, SURF & BUYING BEHAVIOR.

SYSTEM- & CLIENT ACTIVEDATA COLLECTION

Page 7: CORPORATE STORYTELLING

S.C.I.M. VIRTUAL CHANNELS:

CORPORATE WEBSITE(S), WEBSHOPS, E-MAILINGS ETC.

CORPORATE “DIGI-TALES”:BLOGS PODCASTS (audio & video)WIKI’SSOCIAL BOOKMARKING

SOCIAL NETWORKING

Page 8: CORPORATE STORYTELLING

BRAND(ING)

“…IS A WAY OF THINKING HOW A COMPANY ORGANIZES ITSELF TO MATCH ITS GOALS AND CAPABILITIES WITH STAKEHOLDER EXPECTATIONS…”

“…IS A COLLECTION OF PERCEPTIONS IN THE MIND OF A CONSUMER…”

“…BY IDENTIFYING AND AUTHENTICATING A PRODUCT OR SERVICE IT DELIVERS A PLEDGE OF SATISFACTION AND QUALITY…”

Page 9: CORPORATE STORYTELLING

BRANDING*

“RANGE OF ACTIVITIES TO CREATE, TO FACILITATE, TO MANAGE & TO EVALUATE COMMUNICATION & CONTACT OPPORTUNITIES WITH STAKEHOLDERS, RESULTING IN UNIQUE AND CONSISTENT STAKEHOLDER EXPERIENCES, OPTIMIZING THE PROCES OF MEETING & CONNECTING”.* Ronald van den Hoff 2007

Page 10: CORPORATE STORYTELLING

LEADERSHIP.

PASSION.VISION.FOCUS AHEAD.FACILITATING OF PROCESSES& CLEAR OBSTACLES.AWARE OF EQUILIBRIUM:RE-EVALUATION OF VISION.

Page 11: CORPORATE STORYTELLING

5 RULES OF EVOLUTIONARY LEADERSHIP * :- BE TOUGH ON POLICIES, NOT ON PEOPLE.

- CONTROL POLICY INNOVATION.

- MIX PEOPLE.

- POINTING & PUSHING ( CULTURAL AMBASSADORS).

- CHOOSE AN EVOLUTIONARY DIRECTION PEOPLE REALLY WANT.

* J. HINES-M.I.T.

Page 12: CORPORATE STORYTELLING

CORPORATE STORY TELLING…

CAN YOU TELL EXITING STORIES ABOUT YOUR COMPANY?CAN YOUR STAKEHOLDERS?

DOES YOUR STORY CONVEY PRIDE, PASSION, STRENGTH & AUTHENTICITY?

DOES YOUR STORY CONTAIN ALL ELEMENTS OF THE CORPORATE STORY MODEL® ?

Page 13: CORPORATE STORYTELLING