IISP East Midlands Sept 2014 - Jim Shields presentation
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The document summarizes a presentation by Jim Shields of Twist & Shout Media about moving from awareness to engagement in business communications. Shields discusses why companies struggle to engage employees, examples of effective employee engagement campaigns, and how using creativity and authenticity through video storytelling can inspire passion and drive behavior change more so than traditional compliance-focused technology and media. He also provides tips for marketers on crafting engaging video content for employees.
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IISP East Midlands Sept 2014 - Jim Shields presentation
- 1. IISP East Midlands Forum From Awareness to Engagement Jim Shields, Twist & Shout Media
- 2. This Evening • Why are we struggling to get through to employees? • Why is it is essential that we do? • Examples of what happens when you do • Walk through a typical campaign • Why you need to get out more
- 3. Jim’s Cause To bring some kind of effectiveness back to B2B and B2E communications. We use intimacy and authenticity to feed a starving workforce.
- 4. The Safe Route Technology Cameras Graphics Effects Software = Measurable Familiar Logical Understandable Predictable Creativity Directing Writing Performing Feeling = Vague Scary Opinionated Misunderstood Unpredictable
- 5. Compliance is the problem Technology requires proficiency Creativity requires talent
- 6. Compliance – What is it Good For? Absolutely… The Elephant in the Room …and everybody knows it doesn’t change behaviour
- 7. This is NOT a Campaign.
- 9. When we think we know
- 10. When we think we know
- 11. What DO They Care
- 14. Be a Marketer • Posters (Ambient) • Video • Email • Intranet • Events • Face to face training
- 16. What Works • Familiarity (office / work scenarios) • Vivid yet relatable characters • Idiot / hero double act • Diverse ages / ethnicity / gender • Production values – like TV • End tag after “learning moment” • Stand-alone episodes • Personal consequences, resolved within the sketch
- 17. What Would Hollywood Do?
- 18. Video not available – please contact Twist & Shout
- 20. The Benefits of a Fan Base • Why can’t we all be like “The Mentalist” • Develop interpersonal and observational skills • Video is very good at nuance • Very bad at delivering lists / policies
- 21. Commitment from Above https://vimeo.com/69083578
- 22. And Finally… • Be a Womble • Dare to try • Understand the politics • Your Comms Dept controls (most of) the channels • Explore other channels • Awareness is not engagement
- 23. Questions? www.twistandshout.co.uk jim@twistandshout.co.uk Twitter: @TwistandshoutUK @restrictintel
- 24. www.twistandshout.co.uk jim@twistandshout.co.uk Twitter: @TwistandshoutUK @restrictintel
Editor's Notes
- To bring some kind of reality back to B2B and B2E communications. Using intimacy to deliver more effective messages to a starving workforce. Why starving?
- My industry is broken up into two areas. When choosing a creatyive we are sure how to tell the difference. Javvad Malik says this is also true about Information Security. The Comfort zone Don’t get me wrong – where technology is concerned I am happy that there are those who dream in machine code – I don’t want my world to be so loose weave that my surgeon says “lets have a little poke around and see what we come up with eh? I’m feeling creative today…
- My industry is broken up into two areas. Javvad Malik says this is also true about Information Security. The Comfort zone Don’t get me wrong – where technology is concerned I am happy that there are those who dream in machine code – I don’t want my world to be so loose weave that my surgeon says “lets have a little poke around and see what we come up with eh? I’m feeling creative today…
- It is dominated by “training” put together by technically proficient people for an audience that wants entertainment. The difference between complaince trainignand those hugely popular “How to” videos is that we WANT to know how to…XXXXX. The bottom line is that they just do not care.
- (Padlock) This is not a campaign. Really – this is the best you could come up with?
- We try everything – BUT we are not MARKETING people…
- We try everything – BUT we are not marketing people…
- We try everything – BUT we are not marketing people… We have a duty of care NOT to subject out employees to this
- Slide 1 Why employees simply do not care… (what’s in it for me?) Its easy to be deluded as a department
- Slide 2 What DO they care about The passion behind Breaking Bad. (frame grabs of tweets) A phenomenon. The nature of television defining who we are. The long tail. If you try to contain them, you get workarounds.
- Slide 3 The Trade. Entertainment for Attention – or “Marketing” as we like to call it. How marketing makes us do things
- Slide 3 The Trade. Entertainment for Attention – or “Marketing” as we like to call it. How marketing makes us do things
- Slide 2 What DO they care about The passion behind Breaking Bad. (frame grabs of tweets) A phenomenon. The nature of television defining who we are. The long tail. If you try to contain them, you get workarounds.
- To bring some kind of reality back to B2B and B2E communications. Using intimacy to deliver more effective messages to a starving workforce. Why starving?
- Slide 3 The Trade. Entertainment for Attention – or “Marketing” as we like to call it. How marketing makes us do things
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