Cmw pasquinucci[1]
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This document discusses using internal employee stories and content for external marketing purposes. It begins by outlining the benefits of building brands, engaging employees, and strengthening company culture through internal storytelling. Various methods are suggested for finding compelling internal stories, such as employee feedback, contests, interviews, and highlighting CSR efforts. The document stresses sharing high-quality internal stories both within the company to engage employees, as well as externally to build the brand. Implementation advice focuses on using appropriate internal communication tools and making the case for how internal content and knowledge sharing can boost employee engagement.
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Cmw pasquinucci[1]
- 1. The Missing Link: Content Marketing from the Inside Rob Pasquinucci Luxottica
- 2. Overview • A little bit about me… • Why? • Inside out • Outside in
- 5. The What and Why? • Build brands • Engage employees • Build culture (and help integrate new employees) • Integrate communications
- 6. Storytelling starts from the inside. • Examples – LensCrafters Associate delivers glasses to mom. – Helping a child with autism obtain a proper eye exam.
- 7. Storytelling starts from the inside. • Examples – Starbucks’ Joy – Zappos – Nationwide
- 8. Storytelling starts from the inside. • Where to find these stories? – Hint – they aren’t in your email!
- 9. Storytelling starts from the inside. • 5 ways to find great stories – Feedback loop from content – Contest/request for photos – Weekly question – Find/celebrate milestones & history – Ask your experts about industry issues
- 10. Storytelling starts from the inside. • And a few more – Interview series (a minute with…) – Odd jobs – A day in the life – Get Social – Rewards – Do someone else’s job
- 11. Storytelling starts from the inside. • Don’t forget CSR efforts
- 12. Storytelling starts from the inside. • Share these stories internally to engage employees and model the way! • Mind the medium – Engage employees in a way that lets them do their job.
- 13. Storytelling starts from the inside.
- 14. Listen
- 15. Examples
- 16. Examples
- 17. Examples
- 18. Examples
- 19. Examples
- 20. Share external efforts internally LensCrafters
- 21. Share external efforts internally
- 22. Share external efforts internally • LensCrafters crimes of fashion • AccuFit • Pearle Vision – remembering Dr. Pearle
- 23. Share external efforts internally
- 24. The nuts and bolts • Your toolkit – Portal – Newsletter – Video • Making the case – Importance of employee engagement – Knowledge sharing
- 25. Wrap-up! • Connect the dots with your internal communicators to – Share external content internally – Find your best internal stories and share them externally! • Questions? Comments? Pasquinucr1 | rpasquin@luxotticaretail.com | LinkedIn: Rob Pasquinucci
Editor's Notes
- Quick bio info-Cleveland-Mansfield-content B2B/B2C nonprofitToday we’ll discuss WHY it’s important to connect the dots and make internal communications (2-way!) part of your content management strategy; and then I’ll provide examples of mining your employees for the great content ideas that can engage internal audiences and make great stories to share externally (inside out) we’ll also spend some time discussing how to integrate your external content marketing to your internal audience (outside in).
- But first, some background on me and Luxottica-When I tell people I work for Luxottica; I get some curious stares-But you probably know Luxottica better when I mention our retail brands. If you are among the many folks who wear glasses or contacts, you’ve probably been in one of our stores-Luxottica was started in Italy in 1961 by LDV; the company originally made frames under the Luxottica name, but grew through acquistion over the years, including acquiring the parent company of Pearle/Sears/Target Optical; LensCrafters and Suglass Hut.-We’re an international company-A big part of what I do is get our message out to these brands.-We have associates in stores around the country with varying degrees of internet connectivty and precious little time to spend reading. -.
- You also know Luxottica by our house brands – Ray Ban, Persol; Our licensed brand; Oakley etc. Brief background on Luxottica, corp com, history etc.
- I probably don’t have to tell this audience that a huge component of any brand is the narrative that goes behind that logo and tagline. We know Harley Davidson is more than a motorcycle – it’s the promise of something much bigger – a lifestyle… a community. For brands like the ones I work on and perhaps many of you work on, a big part of that narrative is the feeling you get from the associate/employee/partner who helps you purchase the product. Just walk in the Apple Store and contrast that with other retailers. I will make the argument that that kind of culture doesn’t happen without great corporate communicators sharing great content throughout the organizationFast Company founder William Taylor writes in his book… It’s not enough to think differently as a company, it’s aboutcaring more. What holds your employees together? I argue it’s the common, everyday experiences that employees – particularly those in the ‘front line’ share. It’s about building a common sense of mission and a place to share it.Why can’t our corporate newsletters and portals look and feel more like facebook twitter and blogs? Don’t our employees/associates etc consume these in their off hours? Why can’t we tell true workplace stories to illustrate our points? What’s more compelling, another CEO video presenation – over rehearsed, over produced, hitting all the talking points, or illustrate those points with real stories? We are competing against social media. I’ll argue that people visit social media to be more connected; we can do the same in our offices to create a virtual water cooler with compelling content that gets people talking to one another and builds corporate culture. I’ve got some examples we’ve done at Luxottica and ones I’ve seen elsewhere in the industry, but being from Cleveland I’m pretty informal, would love to hear any examples of your internal content and how you’ve leveraged.
- Let me give you some examples:
- Excitement, motivation, the ability to take risks. Wake up every morning happy and excited to come to work – that’s just one example of what was entered in the Zappos culture book http://www.youtube.com/watch?v=MsuNbBcicRgJoy Wilson is the drive through queen at her store. In the book The Starbuck s Experience by JoesphMichelli, he recounts how she made it her job to memorize the name and drink of everyone who drove through. She does it by entering the names and data in a spreadsheet and reviews it. That’s the kind of story that builds the chain’s culture and should be celebrated. But, at the same time shared in a way that allows associates to do their thing.
- The best, most authentic sources for your content marketing aren’t in your e-mail, or in your boardroom, they are with your front-line associates. They know the stories – and the issues- that are key to your business. Here are some tips to get them, and make sharing them part of your culture.
- Do you have an email response to newsletters? Can you respond or comment on portal entries?What about a contest? People will do anything for prizes. 6 words example Coffee Talk – weekly question Celebrate anniversaries people, divisions etcAsk your experts about industry issues – content curation
- Interview execs and front line folksFind people with odd jobs in the coYOU spend a day in a different roleWhat about using social media
- OneSight story/ newsletter etcPatagoniaHuman is the new black
- PortalNewsletterBlogsFexEx uses video. Zappos does a book. Sometimes a different medium will gain attention.
- PortalNewsletterBlogsFexEx uses video. Zappos does a book. Sometimes a different medium will gain attention.
- It takes a tuned ear to hear what’s happening at every level of the organization. Get out of the corporate office; get out of the C-Suite and find out what’s happening in your store, in your manufacturing facilities, your distrobution center. Span silos!
- Here’s some content you should take a look at. I like these because they are great examples of sharing internal content (which you can access externally)
- Deloitte’s “D” street -example of getting social-helped company attract talent -Helped create a collaborative environment with virtual teams in a distributed workforce-Make a large company feel smaller -Helps individual associates build their personal brand-Advice from Deloitte – it’s about viral adoption
- Example of getting social – IBM Beehive Similar to D street Connections lead to collaborationsBest buy – we’ll talk about them shortly, BLUE Shirt nation
- Herman Miller’s lifework Blog that allows employees to share cool things they’ve seen Industry expertise
- Sunglass Hut – Maui JimFYI magagazine/event at Corp HQ
- Sunglass Hut FTF case study-example of something to consider….LensCrafters
- When we clue our employees in on what we’re doing externally in the realm of content marketing, we can integrate what they say with the story we’re trying to tell from a corporate level. Sunglass Hut FTF-example of something to consider….LensCrafters
- Your external content marketing needs to flow back to your internal audiences, too. Four quick examples/ ways to implement
- Your external content marketing needs to flow back to your internal audiences, too. And, of course, I would be remiss if I didn’t talk about Best Buy’s Twelpforce, Often (and rightly) is cited as a great example of using social media and a great example of customer support in retailI’d also argue it’s a great example of integrating an internal and external story in a way that energizes, empowers and engages employees.