how to use branding and storytelling to increase engagement
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How to Use Project
Branding and Storytelling to
Increase Engagement
ACMP DubaiFeb 4-6th, 2014
“There is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things.” Niccolo Machiavelli
Becoming change capable is now a key
competitive advantage
Module 2 – The Psychology of ChangeEmployee Engagement
Do your employees enjoy their job? Better yet, do they care enough about the company to put their whole hearts into their work?
According to Gallup, only 13% of the global workforce is engaged.
Why is employee engagement so low?
• Don’t feel a sense of belonging• Don’t have enough opportunity to use skills effectively• Don’t have a collaborative environment• Don’t have a clear vision of where the organization is going• Don’t feel a part of the company story• Don’t feel appreciated
How can we help employee to become engaged during change?
Module 2 – The Psychology of ChangeStakeholder Engagement
Stakeholder Mngt
Project Branding and
Comms
Celebrate and Reward
Story telling
Key Messages
Leadership Alignment
Module 2 – The Psychology of ChangeThe Future of Communications
Traditional corporate communication is giving way to a model that Groysberg and Slind call ‘organizational conversation.’ They highlight 3 steps an organization can take to engage in this new way:
3. Engage Employees in telling the company story
How can we encourage employees to tell their story and share it with the organization?
How can we highlight and reward successes?
2. Promote two way dialogueWhat channels are available to promote a two way dialogue and allow ideas to move in multiple
directions?
How can we maintain ongoing dialogue?
1. Close the gap between leaders and employees
How can we ensure leaders are more direct, open and honest in communications to employees?
Module 2 – The Psychology of ChangeLeadership Alignment
How can leaders connect with their followers during times of change?
• Followers are looking for authenticity, significance and community from their leaders.
• They want leaders who are visible, available and transparent throughout a change journey.
• Followers want to know that the leadership team and employees are in this together.
• Followers want to know how leaders align their values and behaviours with the organizational values.
Module 2 – The Psychology of ChangeHow to Brand your Project
1. Identify Reasons to believe2. Create a project name, logo, tagline
and mascot3. Create key messages4. Work closely with Internal
Comms/Agency5. Build detailed communications plan6. Align leaders around the branding7. Plan a launch8. Align campaign around key project
milestones9. Gather feedback to monitor
engagement levels
Module 2 – The Psychology of ChangeThe Power of Stories
• Story telling has been around since the days when we lived in tribes and gathered around a fire at night to share stories of our experiences, teach others about the past and learn lessons from each other.
• Our human consciousness is embedded and enacted in story and according to research, 70% of what we learn is through stories.
“A fact is interesting, an idea is important, but only a good story, a good argument, a well-crafted narrative is amazing, never to be forgotten.”
Kevin Kelly
Module 2 – The Psychology of ChangeThe Power of Stories
• What is the story behind your change?
• Does it link back to the overall company vision?
• Who is telling the story?
• What is the purpose of the story?
Module 2 – The Psychology of ChangeTypes of Stories
Leadership
Vision
Overcoming challenges
Project
Day in the Life
Future Vision
Customer
Voice of the Customer
How will it change?
Employee
Success Stories
Personal Journeys
Module 2 – The Psychology of ChangeCase Study
The Challenge: Create awareness and engagement for a new global core banking system.
The Solution:
Build a project brand
Create Name: OxygenCreate Tagline: “The only manual process left is the customer handshake”Create Mascot:
Build Key Messages and
Stories
• Key Messages Framework
• Day in the Life Scenarios, Future Visioning
• Communications Channel Branding
Stakeholder Engagement
• Communications Planning
• Leadership Alignment
• Communications Training
• Manager Toolkits• New Ways of
Working• Workforce
Alignment• Training Planning
Measure and Reward
• Gather feedback and refine
• Create two way dialogue between leaders
• Showcase success through stories
• Provide rewards and honour employees
Module 2 – The Psychology of ChangeCase Study
ADD PHOTO
Thank You
Be the CHANGE in your organization and start
creating an environment that embraces and thrives
during change.
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