Organisation Development
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Organisation Development
Developing healthy organisations
Curated by David Hain
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How To Tell Your Brand Story: Let Employees Do It

How To Tell Your Brand Story: Let Employees Do It | Organisation Development | Scoop.it
Simply asking your employees to pass on brand messages rarely works. To be effective, it needs the voices of enthusiastic employees, engaged in the brand.
Via Karen Dietz
David Hain's insight:

Happy employees bring happy customers!

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Karen Dietz's curator insight, October 11, 2016 11:30 AM

This is a very short article and the author makes 2 points I really like: 

  1. Let employees express themselves
  2. Use your employee's expertise

 

Read what these 2 statements mean, and why they are important. Then get busy and start tapping these stories!

 

The results? Stronger leadership, more engaged employees, a more cohesive culture, plus inside-out marketing -- to the marketplace & potential talent. What's not to love about that!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it. Follow her on Twitter @kdietz

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Brilliant Tips On Building Social Collaboration a #mustread | Social Media Today

Brilliant Tips On Building Social Collaboration a #mustread | Social Media Today | Organisation Development | Scoop.it
From Entertainment to Collaboration outlines the second transition that a company must engage in when moving from advertising to engagement as a core marketing strategy.


Marty Note
This is a MUST READ brilliant post my friend Mark Traphagen (@MarkTraphagen) alerted me to because I've been writing about how brands don't get social (Social Media: It's The Conversation Stupid http://sco.lt/7iZVUP ).

I love the ditch digging details Ted shares in this great post. He all but maps the process of creating successful social collaboration with:

Collaboration can take a number of forms: example archetypes are:

1) commentary on content

2) co-creation of content

3) user-generated content

4) collective action or problem solving

###
That is BRILLIANT work. I've been focused on the conversation, but Ted is right. The conversation is the medium, the currency. The payoff for being present and engaged with customers is collaboration. Great stuff and a must read for any brand or Internet marketer (and there are 2 more installments coming).


Via Martin (Marty) Smith
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Malena Gamboa's curator insight, April 12, 2014 2:57 AM

Collaboration can take a number of forms: example archetypes are:

1) commentary on content

2) co-creation of content

3) user-generated content

4) collective action or problem solving

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Is Your Company Kind? Take The Company Kindness Quiz

Is Your Company Kind? Take The Company Kindness Quiz | Organisation Development | Scoop.it

Is Your Company Kind?

Ask most people if they are generous and kind and they will answer yes. What about your company? Is your company generous and kind? How does your company's kindness measure up? Are you more or less kind than your competitors? Does it matter?

Take The Company Kindness Quiz

For every Yes answer below score 1 point.

Does your company have a mission or values statement? Is your company's mission or value statement important to running the company? Is it used to check investments, partnerships or other initiatives? Does your company support a cause aligned with its branding? Does your company share its intangible resources such as social capital, your building, your employees time freely and without an eye on the bottom line? Are there many leaders inside of your company? Would you rate your company as one of the most generous in your business vertical? Would you rate your company as one of the most generous in your geographical area? Has your company established systems to listen to its employees and customers? Does it actually listen and work on what it hears? If your company creates charitable giving as a group does it do so without pressure on you? Do you LOVE working for your company? 



 Score = 7 to 10 very kind, 5 or 6, kind, 2 - 4, not kind, 1 or less = mean.

Pema Chodron's Lesson

The Buddhist monk and author Pema Chodron teaches how we treat ourselves is how we treat the world. Chodron's lesson applies to corporations too. I will never forget when, as a young Project Manager at M&M/Mars a friend told me, "The individual wants the company to love them, but the company is incapable of loving an individual since it is an institution and so dedicated to its own survival".

My coworker's idea was that the company had a separate identity apart from all of us and the main purpose of that identity was self perpetuation. This idea is common to many post WWII companies that dominate our brand landscape. Days of the self interested and righteously selfish corporation seem numbered.

Yes Ayn Rand is tossing lightening bolts at me after my last statement.

Rand's idea that the selfish corporation creates social good by fiat seems dated and out of step with our Connection Economy. I identify with the fierce artistic spirit of Howard Roark in The Fountainhead even as I recognize the impossibility of such an "army of one" approach. Howard Roark was an architect.

Like every Internet marketer, Roark couldn't build anything without teams of people willing to help, willing to share and expand his vision, understanding and output. The stark difference between Roark's rugged individualism and his nemesis Toohey's collectivism (that walks and talks like communism) may make great fiction but our lives are connected and intertwined with strangers now.

We create therefor we are and, like Rand's hero, we must create in teams or not at all.


Via Martin (Marty) Smith, Ricard Lloria
David Hain's insight:

Mine is very kind according to the survey - but then there are only a handful of us...how does yours rate?

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What does your brand stand for? [infographic]

What does your brand stand for? [infographic] | Organisation Development | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...

 

Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.

 

There are 2 ways of finding your persona:

Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.

 

Thanks Jim for putting together this very helpful infographic.

 

And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..

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Sell Me A Story

Sell Me A Story | Organisation Development | Scoop.it

Jim Signorelli outlines the 6 Cs of StoryBranding: a breakthrough approach to identify and develop a compelling brand story.

 

Once again author Jim Signorelli nails it as he helps us understand how to effectively use stories and story elements in branding.

 

Here he chats about the 6 C's of story branding and creating a StoryBrief:

Collect (the back story) Characterize #1 (you) Characterize #2 (prospect) Connect Confront Complete

 

What I like about the article is how clearly Jim connects the dots for us all. He brings a template to us for the StoryBranding process that also assists us in our communications planning.

 

Read the article for the explaination of the steps and then get busy creating your own StoryBrief!


Via Karen Dietz
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5 Tips to Engage Through the Buyer's Journey

5 Tips to Engage Through the Buyer's Journey | Organisation Development | Scoop.it
Sales - In today's highly networked world, your customers expect to interact with you during every step of the buyer's journey. Here's how you can engage them.

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, November 11, 2014 11:43 PM

"With more mobile devices than humans and over one billion people participating in social networks, today's customers are more networked and better informed than ever."

CMO @SAPCloud shares his insight:


1. Be Part of the Conversation across all Channels

2. Use Analytics for Insight across Platforms

3. Personalize every Interaction

4. Build on previous #customer #experiences

5. Become a Predictive Business


Which brand currently connects well across your buyer journey?



Rescooped by David Hain from Business Brainpower with the Human Touch
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Status: When and Why It Matters

Status: When and Why It Matters | Organisation Development | Scoop.it
6 Ways To Make Your Leadership And Workplace Fun Again
Forbes
People desire a “leadership refresh” in their organizations.

Via The Learning Factor
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The Learning Factor's curator insight, September 23, 2013 10:07 PM

Status plays a key role in everything from the things we buy to the partnerships we make. Professor Daniel Malter explores when status matters most.

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8 Ways to Tell Your Company's Story

8 Ways to Tell Your Company's Story | Organisation Development | Scoop.it
In search of content marketing inspiration, I found the SlideShare production: How to Tell Your Company's Story: 8 Questions to Get You Startedby Ann Handley from Marketing Profs. Did the ...

Via José Carlos, Karen Dietz
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Karen Dietz's curator insight, December 18, 2012 1:04 PM

I think the questions posed here to help you figure out your business stories are just terrific. There are 8 of them and will really get you thinking about your business, what makes you unique, and the stories you could possibly tell.


Even if your business or organization (for profit or nonprofit), these questions are important to ask. So how would you answer these questions?


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Parker Donat's curator insight, December 18, 2012 2:43 PM

Many companies don't know where to start when it comes to storytelling. Especially, B2B companies. There is a good way to start and that is asking the right questions. And what a better way than to be ask questions geared toward the underutilized marketing tool of storytelling. 

Karen Dietz's comment, January 16, 2013 1:13 PM
I so agree Parker! Many thanks for your comment. My apologies for not responding sooner. There's a glitch in the program here where I am unaware when someone posts a comment. And yes, success is all about asking the right questions!
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Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes | Organisation Development | Scoop.it
Winning entrepreneurs bond emotionally with employees, investors and customers--and dramatically increase their chances for funding and for long term success--when they hone their ability to tell meaningful stories about their businesses.

 

Here is an article discussing 2 examples of effective business storytelling for marketing/branding/identity purposes that really work. One is a small business (Baby Steals) and the other one is a large enterpriese (IKEA). You will notice the difference in their stories as the size of the business kicks in.

 

Pay close attention to what the founder of Baby Steals did/does -- because implicit in the example shared are story listening skills and how the stories she was hearing from customers/prospects also shaped the success of her company.

 

And then there are 10 tips for bringing storytelling into your business marketing/branding efforts. All are solid. A word of advice here -- working on several of these 10 tips takes time. The ideas you come up with during your first pass you will want to test with friends, colleagues, customers, and prospects. This is an iterative process where your focus and messaging gets sharper, clearer, and more powerful over time. So give yourself the opportunity to play. This goes no matter what size of business you have -- micro to large enteprise.

 

We are heading into the 4th quarter of the year -- what a great time to hone in on your business storytelling, laying a stronger foundation for your company in 2013.

 

This review was written by Karen Dietz for her collection of articles on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz, Bobby Dillard
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Ken Morrison's comment, September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Ken
Carole Pyke - The Personal Brand Storyteller's curator insight, April 15, 2013 4:53 PM

just testing