B2B Marketing Conference
Boosting employee productivity through meaningful content

7 November 2013
Rosa Wilkinson & Joe H...
The chapters in our story today

1. Why storytelling is powerful stuff
2. How to create stories
3. How to celebrate and sh...
Predictably irrational?

“Most companies are quite good at winning
minds; all that requires is a comparison of all
the fea...
A natural way for customers and colleagues to engage with big
ideas

“The human species thinks in
metaphors and learns thr...
A more human and meaningful way to do business

Brand Commitment =
Creating a meaningful relationship between your
brand a...
#1 Creation
Digging deep to create
meaningful content
Finding inspiration from your brand purpose and personality

> The difference you make to customers
> The wider value that...
Great stories start with conversations between colleagues
Where did this start?
Was there a challenge?
Why did it matter t...
Determining if a story measures up

A great story should:
 Be inspiring to colleagues and customers
 Be something only y...
Journeys in time and space with Trolex

10
#2 Celebration
Give people something
to talk about
Stories help accelerate human interaction

Sharing stories helps people connect across departments
and geographies. People...
Rio Tinto: Internal content marketing through personal success
stories

13
GE: Always sharing stories to draw in more likeminded people

14
#3 Commitment
Creating a more productive
employee experience
The Meaning Wheel: Creating a more meaningful employee experience
Finding a purpose that captures the
value you want to cr...
In summary: 3 simple things to remember

#1 Create: Encourage and invite your people
to share stories. And reward them for...
Over to you
Questions?
Thoughts?
Stories?
Thank you for your time today
Let’s keep talking.
We’d love to help share
more brand stories!
@dragonrougeuk
Thank you

joe.hale@dragonrouge.co.uk
rosa.wilkinson@dragonrouge.co.uk
Dragon Rouge, 1 Craven Hill, London, W2 3EN
T. +44 ...
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Boosting productivity through meaningful and measured content - Rosa Wilkinson, Senior Consultant, Dragon Rouge (14:00 - 14:30)

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From internal communication campaigns and social media strategies to enterprise intranets and employee engagement surveys, company content is being challenged and scrutinised at every opportunity. And rightly so.

When businesses make their brands stick inside, the positive effects on decision-making, creativity and success are there for all to see. In these organisations, relationships are built on a shared sense of purpose, collaborative content creation and clear lines of communication. They’re also built on compelling and creative storytelling that inspires and informs in equal measure, speaking directly to employees at every level of the company. So how can you get colleagues to feel a stronger emotional connection to your company and brand? What internal content marketing techniques can you use to lift spirits and guide behaviour?

This session will explore how successful companies are unlocking innovation, productivity and brand commitment by challenging the way they curate and communicate content inside their business.

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  • The cortex is the brain part where we process information and rationalise decision-making. But over 95% of our decision-making happens in the limbic brain – responsible for our feelings.
  • Boosting productivity through meaningful and measured content - Rosa Wilkinson, Senior Consultant, Dragon Rouge (14:00 - 14:30)

    1. 1. B2B Marketing Conference Boosting employee productivity through meaningful content 7 November 2013 Rosa Wilkinson & Joe Hale
    2. 2. The chapters in our story today 1. Why storytelling is powerful stuff 2. How to create stories 3. How to celebrate and share stories 4. How stories build brand commitment 5. The final word 2
    3. 3. Predictably irrational? “Most companies are quite good at winning minds; all that requires is a comparison of all the features and benefits. Winning hearts takes more work. Tangible things rationalise our decision-making, but they don’t inspire behaviour.” - Simon Sinek 3
    4. 4. A natural way for customers and colleagues to engage with big ideas “The human species thinks in metaphors and learns through stories” - Mary Catherine Bateson, Anthropologist 4
    5. 5. A more human and meaningful way to do business Brand Commitment = Creating a meaningful relationship between your brand and your people. One built on a shared sense of purpose and values. 5
    6. 6. #1 Creation Digging deep to create meaningful content
    7. 7. Finding inspiration from your brand purpose and personality > The difference you make to customers > The wider value that you contribute > Your own history and myths > Your beliefs and attitude > How you work, think and apply expertise > Where your ideas come from 7
    8. 8. Great stories start with conversations between colleagues Where did this start? Was there a challenge? Why did it matter to us? What did we do? What was new or different about that? What happened next? What changed? Who for? What do we need to find out more about? From who? Can we prove it? Are there facts, figures, quotes, i mages? What’s the little detail people will remember? Cut to the chase. Can you sum it up in a sentence? 8
    9. 9. Determining if a story measures up A great story should:  Be inspiring to colleagues and customers  Be something only you can tell  Reflect your brand purpose and personality  Demonstrate the difference you make 9
    10. 10. Journeys in time and space with Trolex 10
    11. 11. #2 Celebration Give people something to talk about
    12. 12. Stories help accelerate human interaction Sharing stories helps people connect across departments and geographies. People are most interested in other people and the more relatable the character the more impact. 12
    13. 13. Rio Tinto: Internal content marketing through personal success stories 13
    14. 14. GE: Always sharing stories to draw in more likeminded people 14
    15. 15. #3 Commitment Creating a more productive employee experience
    16. 16. The Meaning Wheel: Creating a more meaningful employee experience Finding a purpose that captures the value you want to create. Making it clear how all your colleagues contribute to achieving this. Gauging the mood and motivations of colleagues and acting to resolve issues. Digging deeper than traditional staff surveys. Building the social networks people need to share knowledge and ideas. Enabling greater productivity. Creating, sharing and celebrating real examples of ideas and behaviour change in everyday working life. Giving people the tools they need to make better decisions in their role. Setting expectations for growth and contribution.
    17. 17. In summary: 3 simple things to remember #1 Create: Encourage and invite your people to share stories. And reward them for doing so! #2 Celebrate: Get great stories out there, and tell with purpose and personality #3 Commit: Build a stronger sense of culture, community and contribution 17
    18. 18. Over to you Questions? Thoughts? Stories?
    19. 19. Thank you for your time today Let’s keep talking. We’d love to help share more brand stories! @dragonrougeuk
    20. 20. Thank you joe.hale@dragonrouge.co.uk rosa.wilkinson@dragonrouge.co.uk Dragon Rouge, 1 Craven Hill, London, W2 3EN T. +44 (0)20 7262 4488. M. +44 (0)7850 696924. F. +44 (0)20 7262 6406. www.dragonrouge.co.uk © Dragon Rouge 20

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