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.
5 Digital Marketing Tips | Devherds Software Solutions
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
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
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…
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
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
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
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
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
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
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.
48.
49. @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
50. • 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…
51. How can
YOU
inspire and empower
employees to create their
own brand experiences?
@CarlaJohnson • #CMWorld
52. CARLA JOHNSON
Strategist. Speaker. Storyteller.
Type A Communications
Carla@TypeACommunications.com
@CarlaJohnson• #CMWorld
MARK WILSON
Sr. Vice President, Marketing
BlackBerry