distinctiveness as narration - sara rusconi - webranking 2015

EUROPEAN SEMINAR

ON DIGITAL CORPORATE COMMUNICATIONS

@sararusconi

SARA RUSCONI Partner @Lundquist, head of digital comms

“Distinctiveness as narration: the content perspective”

THE INTERNAL PERSPECTIVE

Defining your content strategy is not just a communications matter

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

Key takeaways for today

• Internal AND external factors drive the need for a consistent, authentic message

• Defining a content strategy is not a job just for the comms team

• Annual reports lets us see whether a company has a consistent content strategy in place

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

What drives the need for an integrated content strategy?

• New channels and more fragmented

communications

• More departments are communicating and there

is a risk of being inconsistent

• Increased noise and need to be distinctive

• Proliferation of content, difficult for the user to

consume and make sense of all information

• People want to know more about the company

not only the products

• Change in the power relation between

users/company

INTERNAL EXTERNAL

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

What does it means to be distinctive?

DATA & FACTS

BUSINESS STRATEGY

PURPOSE

& VISION

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

Defining your corporate purpose is not just a communication

project

PURPOSE & VISION

BUSINESS

STRATEGY

SUSTAINABILITY

STRATEGYBRAND

INTERNAL

CULTURE & VALUES

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

IS THE MOST IMPORTANT COMPANY DOCUMENT

DELIVERING CORPORATE PURPOSE?

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

Are annual reports conveying what set the company apart?

INTERACTIVE REPORTS

DON’T CONVINCE THE

MARKET

‘REPLICA’ REPORTS ARE

LOSING GROUND

‘HYBRID’ REPORTS ARE

NO BETTER TO PRESENT

THE STRATEGY

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

Be clear about your message

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

* METHODOLOGY: www.philips.com/shared/assets/global/sustainability/downloads/Calculating-Lives-Improved.pdf

*

Tell a coherent story in every channel

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

Emotional and linked to the reader

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

Value of well-defined content strategy

CONTENT

STRATEGY

IN-BOUND REQUESTS

user expectations, market context

OUT-BOUND MESSAGING

corporate storytelling

Go beyond a “face lift”

Gain trust and

differentiate your

brand

Breakdown silosGuide your content and

priorities

WHY THIS WILL MAKE A

DIFFERENCE

EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND 14TH WEBRANKING AWARDS

SARA RUSCONI

@sararusconi

Lundquist company page

Lundquist

Lundquist page

Lundquist channel

Slideshare account

Lundquist page

Thank you

14TH WEBRANKING AWARDS

#webranking

EUROPEAN SEMINAR

ON DIGITAL CORPORATE COMMUNICATIONS

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