distinctiveness as narration - sara rusconi - webranking 2015
TRANSCRIPT
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
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