How to implement thought leadership in
organisations
Rotterdam
26 February 2014
©WEBER SHANDWICK 2012 All rights reserved
IN THE ROOM AND IN THE BACKGROUND
Leslie Gaines-Ross
Chief Reputation Strategist...
ABOUT US
©WEBER SHANDWICK 2012 All rights reserved
WEBER SHANDWICK FAST FACTS
Over 30% of our work is
international
500+ awards in
...
How we help clients
to implement thought
leadership
©WEBER SHANDWICK 2012 All rights reserved
For today’s focus
Source: Van Halderen, Kettler-Paddock and Badings (2013), How ...
Challenges in pushing
thought leadership on the board’s agenda
©WEBER SHANDWICK 2012 All rights reserved
When implemented, the thought leadership platform will:
• Fit leadership priorit...
©WEBER SHANDWICK 2012 All rights reserved
Concerns to overcome
• Who ‘owns’ the programme (coms, marketing, digital, IR, l...
©WEBER SHANDWICK 2012 All rights reserved
• Simple enough to travel fast
• Repeated often enough to sustain attention
• Sp...
11
Is thought leadership
morphing into content
marketing?
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How to implement thought leadership in organisations

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Annick presented a case study of how Weber Shandwick assists corporate clients with implementing thought leadership in their organization.

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  • Katie
  • Stuartalexia
  • Answers : ideally a number of people with one departement in the leadCapacity : activate Subject Matter Experts or other people within the organisationBuddy program with ambitious juniorsCareer : include HR and make the KPI’s part of the performance criteriaProvide training, support and safety net
  • Transcript of "How to implement thought leadership in organisations"

    1. 1. How to implement thought leadership in organisations Rotterdam 26 February 2014
    2. 2. ©WEBER SHANDWICK 2012 All rights reserved IN THE ROOM AND IN THE BACKGROUND Leslie Gaines-Ross Chief Reputation Strategist Weber Shandwick Annick Boyen CEO Weber Shandwick Benelux http://reputationxchange.com
    3. 3. ABOUT US
    4. 4. ©WEBER SHANDWICK 2012 All rights reserved WEBER SHANDWICK FAST FACTS Over 30% of our work is international 500+ awards in 7 years EMEA Agency of the year 1 endorsement of our global account management approachThought leaders across the globe 129 offices in 81 markets Average client relationship 7 years 2500 people
    5. 5. How we help clients to implement thought leadership
    6. 6. ©WEBER SHANDWICK 2012 All rights reserved For today’s focus Source: Van Halderen, Kettler-Paddock and Badings (2013), How to differentiate your company and stand out from the crowd: thought leadership, e-book: http://www.thoughtleadershipstrategy.net/free-e-books-download/
    7. 7. Challenges in pushing thought leadership on the board’s agenda
    8. 8. ©WEBER SHANDWICK 2012 All rights reserved When implemented, the thought leadership platform will: • Fit leadership priorities and beliefs • Fit/extend the company’s strategy online and offline • Be multifaceted, extendable • Be truly differentiated • Resonate with: customers, employees, stakeholders • Reinforce brand personality V V V V V V
    9. 9. ©WEBER SHANDWICK 2012 All rights reserved Concerns to overcome • Who ‘owns’ the programme (coms, marketing, digital, IR, legal, HR) • Capacity issues : I have a day job / billable target • Career enhancer or career stopper? • The proof of the pudding is in the eating
    10. 10. ©WEBER SHANDWICK 2012 All rights reserved • Simple enough to travel fast • Repeated often enough to sustain attention • Specific enough to guide action • Credible, believable, grounded in reality • Inspires passion Elements of successful thought leadership programmes
    11. 11. 11 Is thought leadership morphing into content marketing?

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