From internal communication campaigns and social media strategies to enterprise intranets and employee engagement surveys, company content is being challenged and scrutinised at every opportunity. And rightly so. When businesses make their brands stick inside, the positive effects on decision-making, creativity and success are there for all to see. In these organisations, relationships are built on a shared sense of purpose, collaborative content creation and clear lines of communication. They’re also built on compelling and creative storytelling that inspires and informs in equal measure, speaking directly to employees at every level of the company. So how can you get colleagues to feel a stronger emotional connection to your company and brand? What internal content marketing techniques can you use to lift spirits and guide behaviour? This session will explore how successful companies are unlocking innovation, productivity and brand commitment by challenging the way they curate and communicate content inside their business.

1. B2B Marketing Conference
Boosting employee productivity through meaningful content
7 November 2013
Rosa Wilkinson & Joe Hale

2. The chapters in our story today
1. Why storytelling is powerful stuff
2. How to create stories
3. How to celebrate and share stories
4. How stories build brand commitment
5. The final word
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3. Predictably irrational?
“Most companies are quite good at winning
minds; all that requires is a comparison of all
the features and benefits. Winning hearts
takes more work. Tangible things rationalise
our decision-making, but they don’t inspire
behaviour.”
- Simon Sinek
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4. A natural way for customers and colleagues to engage with big
ideas
“The human species thinks in
metaphors and learns through stories”
- Mary Catherine Bateson, Anthropologist
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5. A more human and meaningful way to do business
Brand Commitment =
Creating a meaningful relationship between your
brand and your people. One built on a shared sense
of purpose and values.
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6. #1 Creation
Digging deep to create
meaningful content

7. Finding inspiration from your brand purpose and personality
> The difference you make to customers
> The wider value that you contribute
> Your own history and myths
> Your beliefs and attitude
> How you work, think and apply expertise
> Where your ideas come from
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8. Great stories start with conversations between colleagues
Where did this start?
Was there a challenge?
Why did it matter to us?
What did we do?
What was new or
different about that?
What happened next?
What changed?
Who for?
What do we need to
find out more about?
From who?
Can we prove it?
Are there
facts, figures, quotes, i
mages?
What’s the little detail
people will remember?
Cut to the chase.
Can you sum it up in a
sentence?
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9. Determining if a story measures up
A great story should:
 Be inspiring to colleagues and customers
 Be something only you can tell
 Reflect your brand purpose and personality
 Demonstrate the difference you make
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10. Journeys in time and space with Trolex
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11. #2 Celebration
Give people something
to talk about

12. Stories help accelerate human interaction
Sharing stories helps people connect across departments
and geographies. People are most interested in other people
and the more relatable the character the more impact.
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13. Rio Tinto: Internal content marketing through personal success
stories
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14. GE: Always sharing stories to draw in more likeminded people
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15. #3 Commitment
Creating a more productive
employee experience

16. The Meaning Wheel: Creating a more meaningful employee experience
Finding a purpose that captures the
value you want to create. Making it
clear how all your colleagues
contribute to achieving this.
Gauging the mood and motivations
of colleagues and acting to resolve
issues. Digging deeper than
traditional staff surveys.
Building the social networks
people need to share
knowledge and ideas. Enabling
greater productivity.
Creating, sharing and
celebrating real examples of
ideas and behaviour change
in everyday working life.
Giving people the tools they need to
make better decisions in their role. Setting
expectations for growth and contribution.

17. In summary: 3 simple things to remember
#1 Create: Encourage and invite your people
to share stories. And reward them for doing so!
#2 Celebrate: Get great stories out there, and
tell with purpose and personality
#3 Commit: Build a stronger sense of
culture, community and contribution
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18. Over to you
Questions?
Thoughts?
Stories?

19. Thank you for your time today
Let’s keep talking.
We’d love to help share
more brand stories!
@dragonrougeuk

20. Thank you
joe.hale@dragonrouge.co.uk
rosa.wilkinson@dragonrouge.co.uk
Dragon Rouge, 1 Craven Hill, London, W2 3EN
T. +44 (0)20 7262 4488. M. +44 (0)7850 696924. F. +44 (0)20 7262 6406. www.dragonrouge.co.uk
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