engage 2014 - gert koot - branded entertainment
DESCRIPTION
De sleutel tot engagement.TRANSCRIPT
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Emerce Engage
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Gert Koot
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John Kenny
h1p://www.businessinsider.com/adver=sing-‐shouldnt-‐forget-‐crea=ve-‐roots-‐2013-‐12
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Art en Science
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Ra=o Realisa=e Push
Bereiken Monoloog
Product/Dienst
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Ra=o Realisa=e Push
Bereiken Monoloog
Product/Dienst
Manager
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Emo=e Inspira=e
Pull Beraken Dialoog Verhaal
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Emo=e Inspira=e
Pull Beraken Dialoog Verhaal
De Kunstenaar
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Emo=e Inspira=e
Pull Beraken Dialoog Verhaal
De Kunstenaar
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Maar waar begin je dan?
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Het boek dat de wereld veranderde.
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Storytelling
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Defini=e Storytelling
Een verhaal is een weergave van gebeurtenissen die met elkaar in verband worden gebracht. Een verhaal heeS de volgende kenmerken. Het: -‐ staat op zichzelf en heeS een begin, midden en einde; -‐ bevat narra=eve elementen; -‐ is authen=ek: waar of waar-‐ach=g; -‐ is persoonlijk; -‐ roept emo=e op en/of wordt met emo=e verteld.
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Content
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Company = 1 Story
(en niet 20 verschillende verhalen)
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Terug naar de kern!
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De Organisa=e
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Visie, Missie en Core Values & Principles
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Organisa=e iden=teit
VISIE MISSIE
ONDERNEMINGS-‐DOELSTELLINGEN
CORE VALUES & PRINCIPLES
BHAG
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Visie
• Bevat een idee of verwach=ng over de toekomst; het is een verwach=ng over waar de wereld of een deel van de wereld, de mensheid en/of markt zich naar toe beweegt (dus niet de verwach=ng waar de organisa=e zelf naar toe beweegt).
• Het is persoonlijk c.q. subjec=ef.
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Organisa=e iden=teit
VISIE MISSIE
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Missie
• De missie moet mo=veren en inspireren.
• Het doel van een mission statement is het bevorderen van de cohesie en coheren=e van de organisa=e.
• De mission statement beantwoordt als het goed is twee vragen: – Waarom komt iedereen iedere dag zijn bed uit?
– Waarom is dat van belang (relevant) voor anderen?
• De missie heeS een eeuwigheidswaarde.
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Organisa=e iden=teit
VISIE MISSIE
ONDERNEMINGS-‐DOELSTELLINGEN
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Ken Blancard
Profit is the applause you get for taking care of your customers and crea=ng a mo=va=ng environment for your people.
Kenneth Blanchard is zowel een Amerikaans zakenman als consultant, spreker, trainer en auteur op het gebied van management en leiderschap.
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Organisa=e iden=teit
VISIE MISSIE
ONDERNEMINGS-‐DOELSTELLINGEN
BHAG
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BHAG
• Extern: argusogen, zelfs twijfelach=g, onrealis=sch of utopisch…
• Intern: uitdagend, maar niet onmogelijk of onhaalbaar….
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Organisa=e iden=teit
VISIE MISSIE
ONDERNEMINGS-‐DOELSTELLINGEN
CORE VALUES & PRINCIPLES
BHAG
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Core Values & Principles
• Niet wat we doen (dat staat in de missie, BHAG en ondernemingsdoelstellingen) maar hoe we dat met elkaar doen!
• Kernwaarden en principes beïnvloeden daarom op hun beurt alle overige elementen van de organisa=e-‐iden=teit.
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Het Merk
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Bull’s Eye
5. INTERNE WAARDEN 6. EXTERNE WAARDEN
2. MERKBELOFTE
4. MERKPERSOONLIJKHEID
3. BEWIJSVOERING
Gewenste respons
van de doelgroep
Definitie van de categorie
Doelgroep
Categorie- voorwaarden
1. MERK- ESSENTIE
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Merkiden=teit
• De 4 belangrijkste componenten van de merkidentiteit zijn:
1. Merkessentie 2. Merkbelofte 3. Bewijsvoering 4. Merkpersoonlijkheid
• Het zijn alle 4 potentiële bronnen om je te onderscheiden en (duurzaam) concurrentieel voordeel mee te behalen.
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WHY?
HOW?
WHAT?
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Purposeful Posi=oning
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“I am responsible to my shareholders.”
“I am responsible to my customers”
“I am responsible to my employees”
“I am responsible to society” Bron: Firms of Endearment, Sisodia, Sheth & Wolfe [2007]
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Greyston Bakery
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John Lewis
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Intel
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The Beauty Inside
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IBM
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IBM IS A SOCIAL BUSINESS
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We don’t have a corporate blog or a corporate Twi@er ID, because we want the ‘IBMers’ in aggregate to be the
corporate blog and the corporate Twi@er ID.
We represent our brand online the way it always has been, which is employees first.
Our brand is largely shaped by the interacJons that they have with customers.”
Adam Christensen, social media communicaJons, IBM CorporaJon
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IT IS ALL ABOUT ENGAGEMENT
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IBM Thought Leadership
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Thought Leadership
IBM wordt erkend als een thought leader. IBM laat haar klanten anders kijken naar vraagstukken waar zij mee kampen (energie, efficiën=e, watermanagement, verkeersdrukte). IBM is een mooi voorbeeld van hoe zij haar kennis en exper=se deelt en zich daarmee posi=oneert als betrouwbare informa=ebron. IBM deelt haar kennis en exper=se door middel van presenta=es van de ceo, interviews, case studies, social media, YouTube-‐ filmpjes (die complexe projecten op een begrijpelijke manier uitleggen), maar ook via het IBM Ins=tute for Business Value, dat bestaat uit 50 consultants die onderzoek doen binnen meerdere industrieën en disciplines.
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Smarter Planet
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Unilever
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Paul Polman
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CraSing Brands for Life!
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Doelstelling
Overcoming the challenge of consumer behaviour change is a key focus for Unilever in its efforts to deliver the targets set in the Unilever Sustainable Living Plan, which outlines the company's vision to double the size of its business while reducing its environmental impact and increasing its posi=ve social impact.
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Doelstelling
Under the plan, Unilever has commi1ed to help a billion people take ac=on to improve their health and well-‐being, halve the environmental footprint of its products across their en=re value chain, and source 100% of its agricultural raw materials sustainably – all by 2020.
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Dove Real Beauty Sketches
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Life is Good
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Levi’s
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Rebuild Braddock
Investering van $2 miljoen dollar.
“We wanted to engage consumers in a conversa=on about real work,” said Doug Sweeny, vice president for Levi’s brand marke=ng for the Americas at Levi Strauss in San Francisco.
“The apparel category can be about posing, about being somebody you’re not,” he added, whereas the Levi’s brand promise is that “you always feel your true, authen=c self when you put on a pair of Levi’s jeans.”
“But I do fundamentally believe that real work and real people will ul=mately drive real change,” Mr. Sweeny said.
The campaign plays up the concept that Braddock residents are descendants of the pioneers who first wore Levi’s in the 1870s.
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Go Forth
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Authen=c?
The dissonance here is that no jeans are or have ever been made in Braddock. Just like the town’s steel company, Levi’s moved the last of its domes=c produc=on overseas in 2004 (six years before the “Go Forth” ads) leaving more than a their fair share of Braddock-‐esque towns behind. In other words, Levi’s is actually the source of the problem it claims to be addressing and the only connec=on between Levi’s and Braddock, PA is the ad campaign itself. By defini=on, Levi’s goods associated with the town are inauthen=c because the ads are not a true representa=on of their origin – foreign factories.
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From Storytelling 2 Storydoing
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Storydoing
• They have a story• The story is about a larger ambition to make the
world or people’s lives better• The story is understood and cared about by senior
leadership outside of marketing• That story is being used to drive tangible action
throughout the company: product development, HR policies, compensation, etc.
• These actions add back up to a cohesive whole• Customers and partners are motivated to engage
with the story and are actively using it to advance their own stories
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Research Storydoing
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TOMS
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TOMS
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THE PRODUCT IS THE MARKETING
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Of nog korter..
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Model
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Model
Inspiration Connection Dialog Transaction
Free
Neutral
entrance
EmoJon RaJo
Brand
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Model
Content
Brand
Inspiration Connection Dialog Transaction
Free
Neutral
entrance
EmoJon RaJo
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At the end of the day it is human beings doing business with human beings.
Simon Sinek
Simon Sinek
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Dank voor jullie aandacht!
gert@branded-‐entertainment.nl