Post on 18-Nov-2014
description
James osborne partner lundquist
”la morale della favola: l’importanza della
congruenza tra identita’, percezioni e narrativa”
@jabosborne @Lundquist
KWD Webranking AWARDS 2013
LA MORALE DELLA
FAVOLA L’importanza della congruenza
tra identità, percezioni e
narrativa
Why?
Stories…
Narrative presentation of concrete,
real-life examples that convey
aspects of the corporate identity.
Stories show the human dimension of
an organisation by focusing on:
• What? | When? | Who?
• Where | How? | Why?
(and… why should I care?)
The plot…
How a company conveys a coherent
sense of its unique identity through
accounts of its mission and strategy,
accomplishments and objectives.
Don’t avoid the context and critical
issues: respond to your perceived
areas of weakness. Find a balance
between your own agenda and
external perceptions.
Micro level (technique) Macro level (strategy)
Establishing a clear line of sight
KWD WEBRANKING AWARDS ITALY 2013
“Silo” stories must be aligned with central
corporate story
Invest
or
story
Sust
ain
abilit
y
story
Em
plo
yer
story
Innovati
on
story
5
The decline of reports, the rise of strategy
KWD WEBRANKING AWARDS ITALY 2013
61%
30%
39%
58%
0%
10%
20%
30%
40%
50%
60%
70%
2010 2011 2012 2013
Report Strategy & objectives
Since 2010, we have asked sustainability professionals and CSR
experts what their top priorities are when visiting company websites
Source: CSR Online Awards Survey 2009-
2013 (non-corporate responses only)
Top priorities in 2013:
• Strategy & objectives (58%)
• Case studies (38%)
• Detailed information (36%)
• Performance data (34%)
6
5%
10%
4%
11%
21%
28%
25%
26%
45%
26%
0% 25% 50% 75% 100%
Self promotion & PR language
Too brief or superficial
The risk of a superficial, one-sided story
KWD WEBRANKING AWARDS ITALY 2013
We asked our sustainability panel what frustrates them most about
online corporate communications. The top responses are…
Source: CSR Online Awards Survey 2013
(200 non-corporate responses)
Least frustrating Most frustrating
52% of users say it’s
“extremely” or “very”
frustrating
70% of users say it’s
“extremely” or “very”
frustrating
7
5,7
12,0
23,4
28,5
29,7
29,7
39,2
50,0
58,9
0 20 40 60 80
Not interested in video
Presentation from CR head
Employee view on initiatives
Strategy from management
Issues impacting the company
Expert opinion on company
Stakeholder viewpoint
Examples in day-to-dayoperation
Case study or project in action
Key ingredients for successful video storytelling
KWD WEBRANKING AWARDS ITALY 2013
We asked our sustainability panel what they would most like to get
out of a CSR or sustainability video.
Percentage of 200 non-corporate respondents (3 choices allowed)
Source: CSR Online Awards Survey 2013
Stories about how
strategy translates into
day-to-day action
Stories that give a balance
between internal and
external viewpoints
8
How? 2
The Allianz story
“Our business is serious business. It’s about real people and real lives, their property, their health,
their dreams and aspirations. And that is the part that really motivates us.”
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Legal & General: “every day matters”
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Legal & General: “every day matters”
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The Rexam story: seeing under the bonnet
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The Rexam story: seeing under the bonnet
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The Rexam story: seeing under the bonnet
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The Rexam story: seeing under the bonnet
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5 tips for successful storytelling
1. Define your strategy, goals & main messages
2. Get organised & get trained
3. Understand your audience & make it easy for them
4. Tell a human story: “show! don’t tell”
5. Be coherent
Awards
13 december 2013
In collaborazione con
#writaly
KWD Webranking 2013 italy