corporate storytelling
TRANSCRIPT
“STORYTELLING:COMMUNICATION TOOL TO ENGAGE STAKEHOLDERS TO SHARE KNOWLEDGE, TO CREATE INVOLVEMENT AND INSPIRATION”.
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…
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® ?
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
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)
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
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
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…”
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
LEADERSHIP.
PASSION.VISION.FOCUS AHEAD.FACILITATING OF PROCESSES& CLEAR OBSTACLES.AWARE OF EQUILIBRIUM:RE-EVALUATION OF VISION.
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.
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® ?