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Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers
Why telling true stories is a
corporate social respo...
2014-05-28Page 2 Tobias Dennehy / Corporate Story Architect
“We’re not a Business-to-Consumer Company.
We’re a Business-to...
2014-05-28Page 3 Tobias Dennehy / Corporate Story Architect
“You know, there is no such
thing as society.
Margaret Thatche...
2014-05-28Page 4 Tobias Dennehy / Corporate Story Architect
SOCIAL MEDIA
GLOBAL
CONVERSATION
=
2014-05-28Page 5 Tobias Dennehy / Corporate Story Architect
CONVERSATION
=
STORYTELLING
2014-05-28Page 6 Tobias Dennehy / Corporate Story Architect
SOCIAL MEDIA
=
STORYTELLING
2014-05-28Page 7 Tobias Dennehy / Corporate Story Architect
“Markets are
conversations.”
cluetrain.com
2014-05-28Page 8 Tobias Dennehy / Corporate Story Architect
“If you want us to talk to you,
tell us something.
Make it som...
2014-05-28Page 9 Tobias Dennehy / Corporate Story Architect
2014-05-28Page 10 Tobias Dennehy / Corporate Story Architect
2014-05-28Page 11 Tobias Dennehy / Corporate Story Architect
STORY and STORYTELLING, sure we know what
that is! Or do we?
...
2014-05-28Page 12 Tobias Dennehy / Corporate Story Architect
The StorycodeX
© Tobias Dennehy
EXPECTATION
SURPRISESURPRISE
...
2014-05-28Page 13 Tobias Dennehy / Corporate Story Architect
2014-05-28Page 14 Tobias Dennehy / Corporate Story Architect
2014-05-28Page 15 Tobias Dennehy / Corporate Story Architect
2014-05-28Page 16 Tobias Dennehy / Corporate Story Architect
YOUR
2014-05-28Page 17 Tobias Dennehy / Corporate Story Architect
STORIES
2014-05-28Page 18 Tobias Dennehy / Corporate Story Architect
INFOGRAPHIC
Listen to Your Audience!
2014-05-28Page 19 Tobias Dennehy / Corporate Story Architect
Ignore Your Audience!
2014-05-28Page 20 Tobias Dennehy / Corporate Story Architect
Prepare to diffuse in THE CROWD.
2014-05-28Page 21 Tobias Dennehy / Corporate Story Architect
Thank you!
Looking forward to connect with you!
Tobias Denneh...
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Turning the tradition of entertaining, surprising storytelling into the innovation of tomorrow's corporate communication and maketing - Tobias Dennehy

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Lundquist hosted the 6th edition of its CSR Online Awards in Milan, part of a unique two-day event to discuss trends in sustainability and recognise top performers in online communications from across Europe.

The event brought together more than 100 participants including sustainability and communications professionals from over 45 companies and organisations. Participants heard from 27 international speakers in three plenary sessions and six workshops.

This is the presentation of Tobias Dennehy, Corporate Story Architect and Editorial Change Manager at Siemens.

Published in: Business, Economy & Finance
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Transcript of "Turning the tradition of entertaining, surprising storytelling into the innovation of tomorrow's corporate communication and maketing - Tobias Dennehy"

  1. 1. Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers Why telling true stories is a corporate social responsibility Lundquist CSR Awards / Milano / May 28, 2014 / Tobias Dennehy
  2. 2. 2014-05-28Page 2 Tobias Dennehy / Corporate Story Architect “We’re not a Business-to-Consumer Company. We’re a Business-to-Society Company.” We’re not a Business-to-Business Company. Joe Kaeser, CEO Siemens AG
  3. 3. 2014-05-28Page 3 Tobias Dennehy / Corporate Story Architect “You know, there is no such thing as society. Margaret Thatcher, Prime Minister UK There are individual men and women, and there are families.”
  4. 4. 2014-05-28Page 4 Tobias Dennehy / Corporate Story Architect SOCIAL MEDIA GLOBAL CONVERSATION =
  5. 5. 2014-05-28Page 5 Tobias Dennehy / Corporate Story Architect CONVERSATION = STORYTELLING
  6. 6. 2014-05-28Page 6 Tobias Dennehy / Corporate Story Architect SOCIAL MEDIA = STORYTELLING
  7. 7. 2014-05-28Page 7 Tobias Dennehy / Corporate Story Architect “Markets are conversations.” cluetrain.com
  8. 8. 2014-05-28Page 8 Tobias Dennehy / Corporate Story Architect “If you want us to talk to you, tell us something. Make it something interesting for a change.” cluetrain.com
  9. 9. 2014-05-28Page 9 Tobias Dennehy / Corporate Story Architect
  10. 10. 2014-05-28Page 10 Tobias Dennehy / Corporate Story Architect
  11. 11. 2014-05-28Page 11 Tobias Dennehy / Corporate Story Architect STORY and STORYTELLING, sure we know what that is! Or do we? “Story is a metaphor for life. It takes us beyond the factual to the essential.” Robert McKee, Story, 1997 “A story creates meaningful change in the life of a character, achieved through conflict.” “Storytelling is the currency of human contact.” “A story is about how and why life changes.”
  12. 12. 2014-05-28Page 12 Tobias Dennehy / Corporate Story Architect The StorycodeX © Tobias Dennehy EXPECTATION SURPRISESURPRISE CHANGE Hero 1.0 Hero 2.0 C o n f l i c t storycodeX.com
  13. 13. 2014-05-28Page 13 Tobias Dennehy / Corporate Story Architect
  14. 14. 2014-05-28Page 14 Tobias Dennehy / Corporate Story Architect
  15. 15. 2014-05-28Page 15 Tobias Dennehy / Corporate Story Architect
  16. 16. 2014-05-28Page 16 Tobias Dennehy / Corporate Story Architect YOUR
  17. 17. 2014-05-28Page 17 Tobias Dennehy / Corporate Story Architect STORIES
  18. 18. 2014-05-28Page 18 Tobias Dennehy / Corporate Story Architect INFOGRAPHIC Listen to Your Audience!
  19. 19. 2014-05-28Page 19 Tobias Dennehy / Corporate Story Architect Ignore Your Audience!
  20. 20. 2014-05-28Page 20 Tobias Dennehy / Corporate Story Architect Prepare to diffuse in THE CROWD.
  21. 21. 2014-05-28Page 21 Tobias Dennehy / Corporate Story Architect Thank you! Looking forward to connect with you! Tobias Dennehy Corporate Story Architect & Editorial Change Manager Connect: de.linkedin.com/in/tobiasdennehy/ xing.to/tobiasdennehy Read: storycodeX.com (private blog & stories) Follow: youtube.com/answers (Siemens stories) about.me/tobiasdennehy (private me) twitter.com/herrdennehy (priv. tweets)
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