csr storytelling presentation
TRANSCRIPT
Bite-Sized
Briefing:
CSR and
Storytelling
68,000 users across the globe
21 partners worldwide
14 million tCO2 monitored
Today’s topics
Storytelling in a corporate world
Beginning, Middle and End
Getting the language right
How data helps tell your story
Three big ideas
“Numbers have an important
story to tell. They rely on you to
give them a voice”Stephen Few
Big numbers need big metrics:
The Empire State building took
seven million man hours.
What is Storytelling in a corporate
world?
Reflects your core principles and personality
Gives stakeholders real reasons to care about what you’re doing
Does not begin “Once upon a time”
Beginning, Middle and End
Vision – Why are you talking about CSR?
Mission – What are you going to do?
Progress – How is it going?
“If you want to create messages
that resonate with your
audience, you need to know
what they care about.”Forrester
Make metrics that live:
The average American produces
enough CO2 to fill 5 hot air
balloons every year
Getting the Language Right
Successes, failures, heroes and villains all play their part
Authentic storytelling has texture, has narrative and is compelling
Avoid jargon, relentless smoothing and overt marketing
How data helps tell your story
Look beyond progress against overall corporate targets
As CSR expands, then talk about how your data evolves
Don’t bombard your audience with data
“Stories constitute the single
most powerful weapon in a
leader’s arsenal.”Howard Gardner
Be clear about your impact:
The amount of bottled water
bought in the US last year would fill
the Amazon river 30 times.
Three big ideas
Define your narrative – your Vision, your Mission, your Progress
Understand your data – make sure it contributes to your story
Deliver your conversation – connect with your stakeholders
Questions?
