The document discusses Bosch's approach to corporate storytelling and content strategy. It advocates using storytelling as a key framework, with elements like gamification, campaigning, convergence and experience. Bosch's approach involves bottom-up participation, orchestration, and endurance. It emphasizes using social collaboration tools, a Bosch service center, and a content marketing platform to organize execution. The goal is to improve cross-divisional cooperation, invest more in content marketing, and leverage Bosch's connectivity to maximize the approach's impact.

1. C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Game Change
Corporate Storytelling and Content Strategy Learnings at Bosch
1

2. Content strategy approach for Bosch
#bottumup #orchestration #endurance
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
2

3. How to ensure consistency and impact?
5 elements of a content strategy of “orchestration”
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Storytelling
Gamification
Campaigning
Convergence
Experience
1
2
3
5
6
3

4. Storytelling as key framework for orchestration
#social #intercultural #transmedia
Corporate Storytelling & Content Strategy at Bosch 1 2 3 4 5
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Bosch is the buddy, not the hero
4

5. Corporate Storytelling & Content Strategy at Bosch
Learn from Games: Storyloops creating red thread
Transmedia Storytelling – form Level to Level – ongoing
1 2 3 4 5
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
5

6. Corporate Storytelling & Content Strategy at Bosch
New architectures for campaigning
From “one shots” to permanent campaign environments
1 2 3 4 5
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
6

7. Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Building bridges between COM, MK and Sales
Content Marketing = When storyloops turn into leads
Quigo 2, since 2012 (6 countries)
Invest: 100.000 € for digital
ROI: +39% more pcs (YTD 5.2014 to 5.13)
= 920.000 € more sales
Youtube: 230.000 views
FB/Twitter: 225.000 views (3% eng. rate)
Websites: 140.000 visits
1 2 3 4 5
7

8. Overcome the separation of online and offline
From Storytelling to Storydoing: #ExperienceBosch 12 months in 2014
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
1 2 3 4 5
8

9. How to organize execution?
3 elements of a content processes within a “connected company”
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Social Collaboration
Bosch Service Center
Content Marketing Platform
1
2
3
9

10. Enterprise 2.0 enabling new content approach
Content Sharing Community / Profit for Small Units
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
1 2 3
10

11. Bosch Service Center as backbone
Monitoring / earned media & contact management (on- and offline)
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
1 2 3
24/7
26 Languages
40 Countries
250.000 contacts
in 2013
Digital Transformation: From Hotline
to Listen & Command Center
11

12. Central content marketing platform
Fast roll-out in countries / Strong Owned Media / Analytics
Corporate Storytelling & Content Strategy at Bosch
Robert Bosch GmbH | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction,
editing, distribution, as well as in the event of applications for industrial property rights.
1 2 3
12

13. Bosch content marketing approach
Content strategy need backbones for execution
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Social Collaboration
Bosch Service Center
Content Marketing Platform
1
2
3
Storytelling
Gamification
Campaigning
Convergence
Experience
1
2
3
5
6
13

14. Speed up co-creation and joint campaigns
Cross silo collaboration is key for successful content marketing
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
2013/14: Successful co-creations with all Divisions
Target 2015: 1 joint highlight project per Division
14

15. Invest in content and turn storyloops into leads
Content Marketing is key driver for social business
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
15

16. How far do we get with this approach?
The ony limit is our USP: Bosch as connected company #gamechange
Corporate Storytelling & Content Strategy at Bosch
C/CCN2 | 11/05/2014 | © Robert Bosch GmbH 2013. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
16