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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How to implement thought leadership in organisations
- 1. How to implement thought leadership in organisations Rotterdam 26 February 2014
- 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. ABOUT US
- 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. How we help clients to implement thought leadership
- 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. Challenges in pushing thought leadership on the board’s agenda
- 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. ©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. ©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 Is thought leadership morphing into content marketing?
Editor's Notes
- 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