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Stella Low - PRAXIS 2018
The document discusses how storytelling needs to be reinvented in today's dynamic world where technology, communications landscapes, and social climates are constantly changing. It emphasizes that storytelling must be impactful by having an integrated message, being purpose-driven, tailored to the audience, creative, and transparent. Various examples are provided of how companies can develop stories that showcase their positive impacts and transparency in an engaging way for the modern communications environment.
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Stella Low - PRAXIS 2018
- 1. Reinventing Storytelling in aDynamic World Stella Low Senior Vice President, Global Communications, Dell Twitter: @SteLow #PRAXIS7
- 2. © Copyright 2018Dell Inc.2 Dynamic World Dynamic (adj.): characterized by continuous change or vigorous activity, high effectiveness, energy, or force. #PRAXIS7
- 3. © Copyright 2018Dell Inc.3 What’s Changing? 1 Emerging Technology 2 Communications Landscape 3 Social Climate #PRAXIS7
- 4. © Copyright 2018Dell Inc.4 What’s Changing? 1 Emerging Technology 2 Communications Landscape 3 Social Climate #PRAXIS7
- 5. © Copyright 2018Dell Inc.5 Technology Changing Our World 5G IoT Cloud Robotics AI/ML Immersive Tech Crypto- currencies Blockchain #PRAXIS7
- 6. © Copyright 2018Dell Inc.6 What Do Business Leaders In India Think? Source: Institute for the Future: Realize 2030 report 68% 52% Global Have experienced significant industry disruption in the last 3 years 62% 48% Global Do not know what their industry will look like in 3 years 40% 57% Global Are struggling to keep-up with the pace of change #PRAXIS7
- 7. © Copyright 2018Dell Inc.7 Technology Profound Disruption Transparent Personalized Experiences Everything Connected Fully Immersive Virtual Experiences Intelligent Machines How Is Storytelling Being Reinvented? #PRAXIS7
- 8. © Copyright 2018Dell Inc.8 What’s Changing? 1 Emerging Technology 2 Communications Landscape 3 Social Climate #PRAXIS7
- 9. © Copyright 2018Dell Inc.9 20% Preferred 81% 72% Source: Pew Research Center - The Modern New Consumer Study 2016 (updated 2017) #PRAXIS7
- 10. © Copyright 2018Dell Inc.10 Social Media Search #PRAXIS7 Source: Morning Consult 2017
- 11. © Copyright 2018Dell Inc.11 News Sources 42% Facebook 20% Traditional 12% Twitter 15% Google Social Media Search #PRAXIS7 Source: Morning Consult 2017
- 12. © Copyright 2018Dell Inc.12 Source: HubSpot - The Ultimate List of Marketing Statistics for 2018 Visual Content is More Important Today Than Ever Before #PRAXIS7
- 13. © Copyright 2018Dell Inc.13 Source: HubSpot - The Ultimate List of Marketing Statistics for 2018 2x 10x 40x How Many More Times Will Visual Content Be Shared? (Compared To Non-Visual Content) #PRAXIS7
- 14. © Copyright 2018Dell Inc.14 Source: HubSpot - The Ultimate List of Marketing Statistics for 2018 2x 10x 40x How Many More Times Will Visual Content Be Shared? (Compared To Non-Visual Content) #PRAXIS7
- 15. © Copyright 2018Dell Inc.15 50% By What % Will Using A Color Image Increase Readership Of A Story? Source: HubSpot - The Ultimate List of Marketing Statistics for 2018 Zero 80% #PRAXIS7
- 16. © Copyright 2018Dell Inc.16 50% By What % Will Using A Color Image Increase Readership Of A Story? Source: HubSpot - The Ultimate List of Marketing Statistics for 2018 Zero 80% #PRAXIS7
- 17. © Copyright 2018Dell Inc.17 BREAKING NEWS • Anyone Anywhere Can Break A Story • External is Internal No second class audiences • Power Of The Employee • 7x more connected than your company • Get twice as much engagement on posts • Internal is External Be prepared for leaks Source: 2017 Employee Advocacy Impact Study #PRAXIS7
- 18. © Copyright 2018Dell Inc.18 Technology Communications Profound Disruption Transparent Personalized Experiences Everything Connected Fully Immersive Virtual Experiences Intelligent Machines Traditional + Digital Social Media = News Channel Very Noisy Out There Creativity Is Key Seeing Is Believing Mobile Is King Inside-out How Is Storytelling Being Reinvented? #PRAXIS7
- 19. © Copyright 2018Dell Inc.19 What’s Changing? 1 Emerging Technology 2 Communications Landscape 3 Social Climate #PRAXIS7
- 20. TRUST IS FALLING! India USA © Copyright2018 Dell Inc. #PRAXIS7
- 21. © Copyright 2018Dell Inc.21 Protect Our Planet High Profile Cases of Fraud & Deception We’ve Had Enough! GDPR in Europe PRIVACY Social Media Inciting Hate Crimes #PRAXIS7
- 22. © Copyright 2018Dell Inc. The Decade of… #PRAXIS7
- 23. © Copyright 2018Dell Inc. #PRAXIS7
- 24. SEC accuses Theranos CEOElizabeth Holmes of ‘massive fraud’ Source: CNBC© Copyright 2018 Dell Inc. #PRAXIS7
- 25. 7/10 Worried about FAKE NEWS 59% It’sharder to recognize real news institutions © Copyright 2018 Dell Inc. #PRAXIS7
- 26. © Copyright 2018Dell Inc. Media TRUST IS FALLING! #PRAXIS7
- 27. © Copyright 2018Dell Inc. Media TRUST IS FALLING! Social Media Search Engines #PRAXIS7
- 28. © Copyright 2018Dell Inc. Media Journalists CEOs Experts (Global) #PRAXIS7
- 29. © Copyright 2018Dell Inc.29 Source: Cone Communications Survey Millennials and Gen Z Are Changing Society… Want companies to represent more than profit #PRAXIS7
- 30. © Copyright 2018Dell Inc.30 Source: Cone Communications Survey What % of Millennials & Gen Z Would Take a Pay Cut To Work For A Socially Responsible Company? #PRAXIS7
- 31. © Copyright 2018Dell Inc.31 Source: Cone Communications Survey What % of Millennials & Gen Z Would Take a Pay Cut To Work For A Socially Responsible Company? 62% #PRAXIS7
- 32. © Copyright 2018Dell Inc.32 What % of Millennials & Gen Z Would Switch To Brands Associated With a Good Cause? Source: Cone Communications Survey #PRAXIS7
- 33. © Copyright 2018Dell Inc.33 What % of Millennials & Gen Z Would Switch To Brands Associated With a Good Cause? Source: Cone Communications Survey 91% #PRAXIS7
- 34. © Copyright 2018Dell Inc.34 Trust In Business At All Time Low… Source: Cone Communications Survey 48% Down 17% Businesses behave ethically Leaders have no ambition but to make money 62% Up 12% 47% Down 15% Leaders are committed to improving society #PRAXIS7
- 35. © Copyright 2018Dell Inc.35 Purpose Matters #PRAXIS7
- 36. © Copyright 2018Dell Inc.36 “Machines and humans together solving problems…helping advance human progress…At our core that’s who we are and that’s what we do.” - Michael Dell, CEO & Founder, Dell Technologies #PRAXIS7
- 37. © Copyright 2018Dell Inc.37 To be truly successful, companies need to have a corporate mission that is bigger than making a profit. — Marc Benioff, CEO & Founder, Salesforce Purpose driven brands are growing ahead of the market… and grew at twice the rate of the rest of the business. — Paul Polman, CEO, Unilever Purpose Matters #PRAXIS7
- 38. © Copyright 2018Dell Inc.38 Social Climate Caring Matters Trusted Companies Win! Ethical Not A Nice To Have Stand For More Than Profit Authenticity + Purpose Actions Speak Louder Prove it! Technology Communications Profound Disruption Transparent Personalized Experiences Everything Connected Fully Immersive Virtual Experiences Intelligent Machines Traditional + Digital Social Media = News Channel Very Noisy Out There Creativity Is Key Seeing Is Believing Mobile Is King Inside-out How Is Storytelling Being Reinvented? #PRAXIS7
- 39. © Copyright 2018Dell Inc.39 Reinvent Stories With… #PRAXIS7
- 40. © Copyright 2018Dell Inc.40 IMPACT #PRAXIS7
- 41. © Copyright 2018Dell Inc.41 Integrated Message Purpose-driven Audience Creative Transparent #PRAXIS7
- 42. © Copyright 2018Dell Inc.42 I is for Integrated I.M.P.A.C.T. #PRAXIS7
- 43. © Copyright 2018Dell Inc.43 Realize 2030 #PRAXIS7
- 44. © Copyright 2018Dell Inc.44 36K+ #Realize2030 DT.com Views 4.6K Predictions Blog Views 100K+ Digital Transformation Index DT.com Views 40+ Mini Press Events 8,000+ Intranet views from employees 100K+ Podcast Downloads 43K subscribers 7K Customers took DT Index add-on survey Embedded across majority of key owned event experiences6.6M+ Social Impressions #Realize2030 + 10M #Digital Transformation 4,000+ Press Articles 12,000+ customers reached: 800+ briefed
- 45. © Copyright 2018Dell Inc.45 M is for I.M.P.A.C.T. #PRAXIS7
- 46. © Copyright 2018Dell Inc.46 Ocean Plastics #PRAXIS7
- 47. © Copyright 2018Dell Inc.47
- 48. © Copyright 2018Dell Inc.48 P is for Purpose-driven Technology that drives human progress I.M.P.A.C.T. #PRAXIS7
- 49. © Copyright 2018Dell Inc.49
- 50. © Copyright 2018Dell Inc.50 A is for Audience I.M.P.A.C.T. #PRAXIS7
- 51. © Copyright 2018Dell Inc.51 Merger Comms #PRAXIS7
- 52. © Copyright 2018Dell Inc.52 #PRAXIS7
- 53. © Copyright 2018Dell Inc.53
- 54. © Copyright 2018Dell Inc.54 C is for Creative I.M.P.A.C.T. #PRAXIS7
- 55. Diesel Ink: TechInnovation Driving Sustainability Goals
- 56. © Copyright 2018Dell Inc.56 T is for Transparent I.M.P.A.C.T. #PRAXIS7
- 57. © Copyright 2018Dell Inc.57 VR For Good: Supply Chain #PRAXIS7
- 58. © Copyright 2018Dell Inc.58 VR for Good: Transparency in supply chains
- 59. © Copyright 2018Dell Inc.59 Integrated Message Purpose-driven Audience Creative Transparent • Traditional and new media • Organization/marketing • Keep it simple • Consistent and authentic • Shared vision • Actions speak louder than words • Targeted: internal and external • Social impact • Rich, unique and distinctive • Visual, mobile and snackable • Ethical and open • Prove it!
- 60.
Editor's Notes
- #7 Overall the research suggests business leaders in India are a little more optimistic but only just… 40% say they’re struggling to keep-up with the pace of change (compared to 57% globally). 35% don’t know whether they’ll be able to compete globally (compared to 42%) Regions surveyed: AMERICAS: US, Brazil, Mexico APJ: Australia and New Zealand, China, India, Japan, Singapore EMEA: France, Germany, Italy, Netherlands, UAE/Saudi Arabia, United Kingdom, South Africa
- #10 Consumption Models – have changed forever Gone our the days when we read the newspaper over our morning tea/coffee… and watch the evening news at 6pm or 9pm to get our full update. We are consuming breaking news as it happens - anywhere, anytime and in many ways. Only 20% read their news in a physical newspaper (skewed to older gen) Preferred method is to watch it on a screen – via TV, laptop and mobile 81% Americans get at least some on their news online via websites, apps + social networks etc In digital realm, mobile is preferred with 72% got news on mobile in 2016 compared to 53% in 2013 Age is a factor – the younger you are the more likely to are to use mobile and less likely to watch TV and only 5% of 18-39 yr olds read printed publications And we want it in many formats – on video, on a podcast, infographics, Blogs etc etc. In fact, expectations of our readers/ viewers have evolved and continue to evolve rapidly and so rich multi-media content is critical today – not a nice to have. Video, interactive tools and even gamification is all important. And podcasts are back in a big way too – and are expected to double in 2017 Research Source: Pew Research Center - The Modern New Consumer Study 2016: http://assets.pewresearch.org/wp-content/uploads/sites/13/2016/07/07104931/PJ_2016.07.07_Modern-News-Consumer_FINAL.pdf NOTE: (It says 2016 study, but it also has a note that it has been updated in 2017 seeing as more people took the survey)
- #11 Social & Digital The landscape has expanded to include many more digital channels and is ever rising! Breaking news is now on social media not in traditional news outlet survey Plus Social media is JUST taking over as the primary vehicle for digital discovery - Think about it – we are more likely to watch a video or read a piece of content that has been found or served up to us by Facebook, Twitter or WeChat than by Google search! No surprise that Mark Zuckerberg recently said he wants FaceBook to be the “World’s Newspaper”
- #12 Social & Digital The landscape has expanded to include many more digital channels and is ever rising! Breaking news is now on social media not in traditional news outlet survey Plus Social media is JUST taking over as the primary vehicle for digital discovery - Think about it – we are more likely to watch a video or read a piece of content that has been found or served up to us by Facebook, Twitter or WeChat than by Google search! No surprise that Mark Zuckerberg recently said he wants FaceBook to be the “World’s Newspaper”
- #13 Visual and Video content more important than ever in the social and digital world. Visual Content is 40 times more likely to be shared and using a color image in a story will increase its readership by 80%! (Source: https://www.hubspot.com/marketing-statistics?_ga=2.229241109.843662042.1536606475-479013115.1535654329
- #14 Visual and Video content more important than ever in the social and digital world. Visual Content is 40 times more likely to be shared and using a color image in a story will increase its readership by 80%! (Source: https://www.hubspot.com/marketing-statistics?_ga=2.229241109.843662042.1536606475-479013115.1535654329
- #15 Visual and Video content more important than ever in the social and digital world. Visual Content is 40 times more likely to be shared and using a color image in a story will increase its readership by 80%! (Source: https://www.hubspot.com/marketing-statistics?_ga=2.229241109.843662042.1536606475-479013115.1535654329
- #16 Visual and Video content more important than ever in the social and digital world. Visual Content is 40 times more likely to be shared and using a color image in a story will increase its readership by 80%! (Source: https://www.hubspot.com/marketing-statistics?_ga=2.229241109.843662042.1536606475-479013115.1535654329
- #17 Visual and Video content more important than ever in the social and digital world. Visual Content is 40 times more likely to be shared and using a color image in a story will increase its readership by 80%! (Source: https://www.hubspot.com/marketing-statistics?_ga=2.229241109.843662042.1536606475-479013115.1535654329
- #18 Everyone is a Broadcaster The days of Corporate Comms and Marketing controlling the message are gone… Anyone can break news or engage in a news story via Twitter, Fb or other means And now live streaming options like Periscope, Facebook Live, Snapchat Live, Blab, and many more mean anyone can be a roving reporter with a camera crew Plus "Internal" communications no longer exists. Team members get information in real time from Twitter, Facebook and other internal social media, so there is less "control" the message and timing. The 2017 Edelman Trust Barometer shows employees are among the top five most credible sources of information, so empowering them with the right message at the right time is key in today's digital and social world. Plus anything internal can go external in a second As we’ve seen play out over and over again, corporate reputations can be damaged significantly – in an instant. Team Member Power 140,000 team members in 180 countries HUGE opportunity to amplify any message/segment audiences
- #21 No market saw steeper declines than the United States, with a 37-point aggregate drop in trust across all institutions. At the opposite end of the spectrum, China experienced a 27-point gain, more than any other market. India’s trust score (77) much higher than US but still experienced loss in trust 2017 to 2018
- #22 It stands to reason – it’s no surprise — brands and companies are not living up to expectations Facebook‘s data breach (global). India specific market – FB owns WhatsApp. India is WhatsApp’s biggest market. The app allowed people to mass message rumors that fueled mob violence and killings in India. https://money.cnn.com/2018/07/27/technology/facebook-whatsapp-india-misinformation/index.html Uber’s many issues – #deleteUber. India specific: Uber crisis shows that even the best PR practices have their limitations The proliferation of fake news and “alternative facts” -Fake News remains a challenge in India - Regulating fake news in India is tough 70% of our customers ask about CSR business principles and sustainability of our products.
- #23 Fake News… spread online… by social media… Click Bait…. Are Brad and Angelina back together?
- #24 Theranos recap: https://www.bloomberg.com/news/articles/2018-03-14/theranos-ceo-holmes-accused-of-fraud-by-sec-jeraxw6a https://www.youtube.com/watch?v=UiNFXcI9Rb8 ((Focus on 0:59 – 2:15 but should be clipped even more)) Veteran Wall Street Journal reporter John Carreyrou hadn't experienced anything like it. As Carreyrou started his investigation into Theranos and its blood testing technology, he encountered a team of lawyers who put pressure not only on him but on sources they suspected he'd been talking to. "The heavy-handedness of the tactics they used against my sources and against me was something I had never seen in 20 years of reporting," Carreyrou told Business Insider. In his new book, "Bad Blood: Secrets and Lies in a Silicon Valley Startup," Carreyrou details the lengths Theranos went to keep his investigation from hitting the front page of The Journal.
- #25 In Search of Truth In this environment, media has become the least-trusted institution for the first time in Trust Barometer history — yet, at the same time, the credibility of journalists rose substantially. A number of factors are driving this paradox. Confusion about the credibility of news is connected to the broad, wide definition of media that Trust Barometer respondents now hold. Some people consider platforms to be part of “the media” — including social media (48 percent) and search engines (25 percent) — alongside journalism (89 percent), which includes publishers and news organizations. Theranos charges: https://www.cnbc.com/2018/06/15/theranos-chief-elizabeth-holmes-arrested-on-federal-criminal-charges-.html
- #26 Don’t take my word for it. The very credible Edelman Trust survey this year found that: 7 out of 10 are worried about fake news… and almost 6 out of 10 of us say that it is getting harder to tell if a piece of news was produced by a respected media organization. So what is Fake News? Britney Spears in dead Angelia and Brad are back together
- #27 In this environment, media has become the least-trusted institution for the first time in Trust Barometer history (globally) — yet, at the same time, the credibility of journalists rose substantially. A number of factors are driving this paradox. Confusion about the credibility of news is connected to the broad, wide definition of media that Trust Barometer respondents now hold. Some people consider platforms to be part of “the media” — including social media (48 percent) and search engines (25 percent) — alongside journalism (89 percent), which includes publishers and news organizations.
- #28 Confusion about the credibility of news is connected to the broad, wide definition of media that Trust Barometer respondents now hold. While most think of journalism, publishers and new orgs when they think of media, many also think Search engines and social media as the big bad…
- #29 And believe it or not, the credibility of journalists rose substantially (globally?? In the US only??) People want credible sources of news and haven’t given up on the reporter on the beat or trusted new orgs
- #30 Intro into Millennials and Gen z
- #31 USA Data – Cone Communications Survey 2015 – updated stats???
- #32 USA Data – Cone Communications Survey 2015 – updated stats???
- #33 USA Data – Cone Communications Survey 2015 – updated stats???
- #34 USA Data – Cone Communications Survey 2015 – updated stats???
- #35 61% Millennials and 43% Gen Z plan to leave in 2 years Executive summary Following a troubling year, where geopolitical and social concerns gave rise to a new wave of business activism, millennials and Gen Z are sounding the alarm, according to Deloitte’s seventh annual Millennial Survey. Millennials’ opinions about business’ motivations and ethics, which had trended up the past two years, retreated dramatically this year, as did their sense of loyalty. And neither generation is particularly optimistic about their readiness for Industry 4.0. Their concerns suggest this is an ideal time for business leaders to prove themselves as agents of positive change. The findings are based on the views of more than 10,000 millennials questioned across 36 countries and more than 1,800 Gen Z respondents questioned in six countries. The survey was conducted 24 November 2017 through 15 January 2018. https://www2.deloitte.com/global/en/pages/about-deloitte/articles/millennialsurvey.html
- #42 The Opportunity Voices of expertise are now regaining credibility Despite distrust in media, journalists had significant trust gains CEOs gained trust Technical experts, financial industry analysts, and successful entrepreneurs now register credibility levels of 50 percent or higher.
- #43 https://www.gettyimages.com/license/823332052
- #46 Lots of Supply chain
- #53 Merger Comms *video Biggest tech merger, 5 brands under 1 powerhouse technology provider There was skepticism: Two garbage trucks colliding article reference Team member reaction Comms had a job to do…Did we know everything? No, but where are we now? Tell the story of how “Better Together” evolved
- #59 https://www.youtube.com/watch?v=rM1zzPLRnJY In 2015, we pioneered tours of supplier factories to enable customers to see operating areas, canteens, dormitories and leisure areas at first-hand, as well as meet the people who work there. The benefit of this initiative was clearly evident in feedback and dialogue with participants, complementing the data-driven transparency provided through monitoring and reporting. We wanted to open up these benefits to a wider audience, so we undertook filming during a 2017 supply chain tour at one of our suppliers’ facilities in Chengdu, China. The outcome is a series of virtual reality tours accessible to anyone worldwide, sharing three views: Look around a supplier factory See the living conditions for people working at the facility Observe an engagement session featuring customers and members of the facility team Although these films cannot fully replicate the onsite experience, they provide authentic insight for those currently unable to visit, providing a foundation for dialogue on key topics such as staff wellbeing and social and environmental responsibility. We’ve already seen these benefits in sharing the VR experience with customers, NGOs, academics and our own team members. Expanding transparency to drive insight, feedback and dialogue is not only enriching our current relationships but establishing new connections with audiences wanting a more immersive experience.
- #60 The Opportunity Voices of expertise are now regaining credibility Despite distrust in media, journalists had significant trust gains CEOs gained trust Technical experts, financial industry analysts, and successful entrepreneurs now register credibility levels of 50 percent or higher.