James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013

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James osborne partner lundquist la morale della favola: l’importanza della congruenza tra identita’, percezioni e narrativa@jabosborne @Lundquist KWD Webranking AWARDS 2013

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La morale della favola: l’importanza della congruenza tra identità, percezioni e narrativa

Transcript of James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013

Page 1: James Osborne - La morale della favola - Storytelling - Kwd Webranking Italy 2013

James osborne partner lundquist

”la morale della favola: l’importanza della

congruenza tra identita’, percezioni e narrativa”

@jabosborne @Lundquist

KWD Webranking AWARDS 2013

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LA MORALE DELLA

FAVOLA L’importanza della congruenza

tra identità, percezioni e

narrativa

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Why?

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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)

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Establishing a clear line of sight

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“Silo” stories must be aligned with central

corporate story

Invest

or

story

Sust

ain

abilit

y

story

Em

plo

yer

story

Innovati

on

story

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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%)

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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

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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

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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

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How? 2

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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

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Awards

13 december 2013

In collaborazione con

#writaly

KWD Webranking 2013 italy