Corporate histories are underused resources which are great source for social capital. Learn how to use it

1. ReDiscovering
Corporate History
as
a Social Capital
Increase efectiveness of your marketing without increasing budget!
corporate history amplifier:
www.myhistro.com

2. OVERVIEW
1. What is corporate history (CH)?
2. How to use it?
3. CH related most common questions
(problems).
4. Does it work?
5. CH – powerful marketing tool & great
source of social capital !!!
6. How to start?
corporate history amplifier:
www.myhistro.com

3. WHAT IS CORPORATE HISTORY?
i. CH demonstrates
stability and preserves
Your history is your
organizational heritage,
reputation. IT is the
GENOME of the company ii. increases employee
and shows what makes pride and loyalty,
your company tick. iii. shows customer trust
- why have clients and
customers chosen you
over the years.
corporate history amplifier:
www.myhistro.com

4. HOW TO USE IT?
"Consumers tend to think of long-lived companies
as trustworthy. By communicating their past
imaginatively, businesses capitalize on an asset.„
Michael Rowlinson,
professor at Queen Mary
University of London

5. CH related most common questions
Who should deal Where can we Developing Trust
with it? Our find content? & Commitment
people are too How can we sounds fine but
busy even benefit from does it really
without this! this? work?
corporate history amplifier:
www.myhistro.com

6. EVERY BRAND HAS A STORY!
A story worth telling is one worth amplifying.
Jamie Tedford
Brand Networks
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

7. Does it work? CH & employees.
work?
i. 77% of employees had a better understanding of core
values,
ii. 81 % felt more pride in their company,
iii. 96% wanted to keep learning about company history.
corporate history amplifier:
www.myhistro.com

8. HOW THEY MOSTLY DO IT?
A. Corporate museum very, very, very expensive!
Suitable for Coca-Cola, Harley-
Davidson and Wells Fargo.
B. History publications mostly expensive and long
and specialty books process (1-3 years to finish)!
Little benefit to a company
commercially!
C.Website & social affordable to everyone. Just be
media tools smart and convert it into social!
corporate history amplifier:
www.myhistro.com

9. Passive
(~92% of companies)
Interactive
(~6%)
Social
(~2%)
corporate history amplifier: www.myhistro.com Source: Histros Inc

10. Passive and static CH pages are like academic tomes that
gather dust on bookshelves and bring neither
enlightenment nor entertainment.
THESE PAGES ARE UNUSED ASSETS AND GREAT
SOURCE FOR SOCIAL CAPITAL! We suggest more active
routes by which companies can profit from their past.
corporate history amplifier:
www.myhistro.com

12. CH as a superb marketing tool
A company history that is interactive, well visualized and
presented using newest FREE social media tools, will confer
an authentic market differentiation that no marketing
budget of 1-2% of gross sales with traditional campaign
could provide.
REMEMBER: images are much more powerful storytellers
than words. And combined maps+timelines in your site are
much-much more powerful than just chronological lists.
corporate history amplifier:
www.myhistro.com

13. HOW TO START?
• Remember: Corporate History is not only for old companies. Younger companies should use their
history, too! It is great tool for sharing values and generating emotional connection;
• Just do it: Take your existing CH page and see what important milestones are missing. Just few
I. new bullet points and some words for description will do for start + some photos and videos.
• Amplify: Convert your CH into social simply – use your corporate FB timeline to write down most important
milestones. Just one photo per post and 1-2 sentences. Will take less than 30 min;
• Embed: For more detailed and visualized overview use some specialized free services, like myHistro.com.
II. It is like YouTube of stories, played on map and timeline. Make sure to embed this story into your CH
page. Use social tools (I was here too, Co-authors, People in this event etc) for more engagement.
• Keep going: We recommend to start recording your „living history“ right away in order to prevent the loss
of important memories and get the project going. Add them to your story as you go;
• Outsourcing can help: Cant find any internal person for this? Use some service provider who can take care
III. of it in your stead – next to specialized companies you can find partners who are more interested in your
traffic than your money and therefore can keep your corporate story updated for almost free.
corporate history amplifier:
www.myhistro.com

14. REMINDER
Your corporate history helps clients, employees and
partners understand where they fit into the picture,
helping foster dedication, loyalty and effectiveness.
story!
But................amplify your story
Stories that are not amplified rarely reach beyond your
existing inner circle.
corporate history amplifier:
www.myhistro.com

15. www.myhistro.com
people@myhistro.com