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Bringing the Story to Life: Why and How to Build Internal Audiences that Create Distinguishing Brand Experiences

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Employees are your toughest audience of all to engage with. Building and engaging internal audiences is key to creating differentiating experiences for customers, prospects and other groups. This Content Marketing World session shows why and how to plan, structure and manage content creation for internal audiences in the same way that it’s done externally.

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Bringing the Story to Life: Why and How to Build Internal Audiences that Create Distinguishing Brand Experiences

  1. 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 • #CMWorld
  2. @CarlaJohnson • #CMWorld
  3. @CarlaJohnson • #CMWorld
  4. Are your employees passionately bringing your story to life? Or are they creating a saga for customers? @CarlaJohnson • #CMWorld
  5. People trust companies and the media less. But they trust employees more. @CarlaJohnson • #CMWorld
  6. We need to empower employees to create amazing brand experiences @CarlaJohnson • #CMWorld
  7. We armed employees with the ability to become the voice of the brand? @CarlaJohnson • #CMWorld What if…
  8. Inspire and empower employees to create their own brand experiences? @CarlaJohnson • #CMWorld How do we…
  9. By creating emotional connections with our brand WITH THE TOUGHEST AUDIENCE OF ALL @CarlaJohnson • #CMWorld
  10. @CarlaJohnson • #CMWorld
  11. @CarlaJohnson • #CMWorld Why focus on employees How to build a program What tactics work
  12. @CarlaJohnson • #CMWorld Why focus on employees How to build a program What tactics work
  13. Actively disengaged employees cost companies $400-500 billion every year @CarlaJohnson • #CMWorld Source: Gallup 2013 State of the Workplace
  14. of employees don’t know what their employer stands for or what makes their company different from others. @CarlaJohnson • #CMWorld Source: Gallup 2013 State of the Workplace 41%
  15. 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
  16. • Revenues grow 4 times faster • Jobs are created 7 times faster • Stock prices rise 12 times faster @CarlaJohnson • #CMWorld Companies that have cultures based on their purpose and values out- perform companies that don’t… John Koer and James Jaskett, Corporate Culture and Performance
  17. @CarlaJohnson • #CMWorld Why focus on employees How to build a program What tactics work
  18. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing Building Internal Audiences
  19. • What’s true about the brand? • What hooks can you find and own? • How can you emotionally connect employees with the brand? @CarlaJohnson • #CMWorld Identify…
  20. Inspiring and empowering employees to create their own brand experiences? @CarlaJohnson • #CMWorld It’s about…
  21. @CarlaJohnson • #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 & communicators Approach Workflow Storyflow
  22. @CarlaJohnson • #CMWorld Why focus on employees How to build a program What tactics work
  23. @CarlaJohnson • #CMWorld
  24. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing BlackBerry Turnaround Leadership Videos LinkedIn SeriesAmbassador Program BlackBerry Ideas Brand Journalism Team BlackBerry Square Story ArchitectureBlackBerry Elites Building Internal Audiences
  25. Leadership Video BlackBerry Ideas LinkedIn BlackBerry Square Ambassadors • Efficient way to reach global employee base • More human than written comms
  26. BlackBerry Ideas Leadership Videos LinkedIn BlackBerry Square Ambassadors • Employee-submitted and evaluated ideas • ~5,500 current submissions (nearly 1:1 with # employees) • Evaluated by employees and senior leaders • Encourage ideas with employee leaderboard
  27. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing BlackBerry Turnaround Leadership Videos LinkedIn SeriesAmbassador Program BlackBerry Ideas Brand Journalism Team BlackBerry Square Story ArchitectureBlackBerry Elites Building Internal Audiences
  28. LinkedInLeadership Videos BlackBerry Ideas BlackBerry Square Ambassadors • Use popular CEO blog to deliver messages to external – AND internal - audience
  29. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing BlackBerry Turnaround Leadership Videos LinkedIn SeriesAmbassador Program BlackBerry Ideas Brand Journalism Team BlackBerry Square Story ArchitectureBlackBerry Elites Building Internal Audiences
  30. BlackBerry Square Leadership Videos BlackBerry Ideas LinkedIn Ambassadors • Popular: ~100,000 views/week • Engaged: ~600 comments, likes & shares/week • Efficient: managed by <1 FTE comms employee
  31. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing BlackBerry Turnaround Leadership Videos LinkedIn SeriesAmbassador Program BlackBerry Ideas Brand Journalism Team BlackBerry Square Story ArchitectureBlackBerry Elites Building Internal Audiences
  32. AmbassadorsLeadership Videos BlackBerry Ideas LinkedIn BlackBerry Square • Hundreds of employee volunteers offer demos for new devices at select carrier retail stores • Channel employee passion; provide on-ground feedback to field marketing team
  33. @CarlaJohnson • #CMWorld
  34. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing MolsonCoors BrewHub Our Brew Pub Talk #ReclaimColorado Employee Training BrewTube Easily Available, Easily Shareable Content Building Internal Audiences
  35. MolsonCoors created BrewHub, a central hub that engaged employees because it created excitement about the BHAGs. @CarlaJohnson• #CMWorld
  36. @CarlaJohnson • #CMWorld
  37. @CarlaJohnson • #CMWorld
  38. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing MolsonCoors #ReclaimColorado BrewHub Our Brew Pub Talk Employee Training BrewTube Easily Available, Easily Shareable Content Building Internal Audiences
  39. @CarlaJohnson • #CMWorld
  40. @CarlaJohnson • #CMWorld Results • Increased employee engagement by 6% to 86% in 12 months, considered world class • Increased trust in leadership and decisions by 15% to 80% • Increased employee awareness and understanding of the company’s ambition, strategic goals and values
  41. @CarlaJohnson • #CMWorld Results • United disparate business units under one company name, brand and strategy • Translated all major communication vehicles into “pub-talk approved” look, feel and language • Average 1,500-3,000 unique users per day • Yammer enrollment more than 1,600 in first 6 months
  42. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing MolsonCoors #ReclaimColorado BrewHub Our Brew Pub Talk Employee Training BrewTube Easily Available, Easily Shareable Content Building Internal Audiences
  43. @CarlaJohnson • #CMWorld
  44. @CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing MolsonCoors #ReclaimColorado Employee Training BrewTube Easily Available, Easily Shareable Content BrewHub Our Brew Pub Talk Building Internal Audiences
  45. @CarlaJohnson • #CMWorld #ReclaimColorado
  46. @CarlaJohnson • #CMWorld #ReclaimColorado • MolsonCoors employees in Denver (220) • $35 allowance per employee per month to “host” • Employees tell the story about the product
  47. @CarlaJohnson • #CMWorld Results • 3 month program (June, July, August) extended to year end • 42% employee participation (220 employees) • 55 individual stories on Yammer in 2 months • 42 photographs • Gave people a way to contribute to the topline story in their own way • Significant story source that will also be used externally
  48. • Created excitement and inspiration to participate • Delivered consistent messages and story understanding • Developed story expertise and the ability to discover stories • Delivered the right story at the right time and place @CarlaJohnson • #CMWorld These…
  49. How can YOU inspire and empower employees to create their own brand experiences? @CarlaJohnson • #CMWorld
  50. CARLA JOHNSON Strategist. Speaker. Storyteller. Type A Communications Carla@TypeACommunications.com @CarlaJohnson• #CMWorld MARK WILSON Sr. Vice President, Marketing BlackBerry

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