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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
@CarlaJohnson • #CMWorld
@CarlaJohnson • #CMWorld
Are your employees
passionately bringing your
story to life?
Or are they creating a
saga for customers?
@CarlaJohnson • #CMWorld
People trust
companies and
the media less.
But they trust
employees more.
@CarlaJohnson • #CMWorld
We need to empower
employees to create
amazing brand
experiences
@CarlaJohnson • #CMWorld
We armed employees with
the ability to become the
voice of the brand?
@CarlaJohnson • #CMWorld
What if…
Inspire and empower
employees to create their
own brand experiences?
@CarlaJohnson • #CMWorld
How do we…
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
@CarlaJohnson • #CMWorld
@CarlaJohnson • #CMWorld
@CarlaJohnson • #CMWorld
Why focus
on
employees
How to
build a
program
What
tactics
work
@CarlaJohnson • #CMWorld
Why focus
on
employees
How to
build a
program
What
tactics
work
Actively disengaged
employees cost
companies
$400-500 billion
every year
@CarlaJohnson • #CMWorld
Source: Gallup 2013 State of the Workplace
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%
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
• 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
@CarlaJohnson • #CMWorld
Why focus
on
employees
How to
build a
program
What
tactics
work
@CarlaJohnson • #CMWorldSource: Experiences: The 7th Era of Marketing
Building
Internal
Audiences
• 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…
Inspiring and empowering
employees to create their
own brand experiences?
@CarlaJohnson • #CMWorld
It’s about…
@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
@CarlaJohnson • #CMWorld
Why focus
on
employees
How to
build a
program
What
tactics
work
@CarlaJohnson • #CMWorld
@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
Leadership
Video
BlackBerry
Ideas
LinkedIn BlackBerry
Square
Ambassadors
• Efficient way to
reach global
employee base
• More human than
written comms
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
@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
LinkedInLeadership
Videos
BlackBerry
Ideas
BlackBerry
Square
Ambassadors
• Use popular
CEO blog to
deliver
messages to
external –
AND internal
- audience
@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
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
@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
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
@CarlaJohnson • #CMWorld
@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
MolsonCoors created
BrewHub, a central hub that
engaged employees because
it created excitement about
the BHAGs.
@CarlaJohnson• #CMWorld
@CarlaJohnson • #CMWorld
@CarlaJohnson • #CMWorld
@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
@CarlaJohnson • #CMWorld
@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
@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
@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
@CarlaJohnson • #CMWorld
@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
@CarlaJohnson • #CMWorld
#ReclaimColorado
@CarlaJohnson • #CMWorld
#ReclaimColorado
• MolsonCoors employees in Denver (220)
• $35 allowance per employee per month to “host”
• Employees tell the story about the product
Bringing the Story to Life: Why and How to Build Internal Audiences that Create Distinguishing Brand Experiences
Bringing the Story to Life: Why and How to Build Internal Audiences that Create Distinguishing Brand Experiences
@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
• 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…
How can
YOU
inspire and empower
employees to create their
own brand experiences?
@CarlaJohnson • #CMWorld
CARLA JOHNSON
Strategist. Speaker. Storyteller.
Type A Communications
Carla@TypeACommunications.com
@CarlaJohnson• #CMWorld
MARK WILSON
Sr. Vice President, Marketing
BlackBerry

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