content strategy forum 2014 - game change corporate storytelling and content strategy learnings at...
DESCRIPTION
350 official social media channels, 500 websites, numerous audiences ranging from B2B to B2C – the digital realm of Bosch encompasses a wide variety of digital initiatives across the globe. How do you ensure consistency throughout a fast growing number of digital activities and social media channels and use them to increase the reputation of a "connected company"? Similar to script teams in the TV, film or games, industry the digital community within Bosch works with a storytelling and content marketing framework to orchestrate its work. The framework helps the people involved to co-create and share content, ensure consistency and perform joint campaigns across countries and business divisions. This session will take you through the lessons learned within the Bosch Group and touches the following questions: - How can you adopt storytelling methods for Corporate Communications and Marketing in the social media age? - How can transmedia storytelling could work as framework for content strategies? - And what can we learn from online games when it comes to digital campaigning?TRANSCRIPT
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 ChangeCorporate Storytelling and Content Strategy Learnings at Bosch
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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
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
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Storytelling as key framework for orchestration#social #intercultural #transmedia
Corporate Storytelling & Content Strategy at Bosch
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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
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Corporate Storytelling & Content Strategy at Bosch
Learn from Games: Storyloops creating red thread Transmedia Storytelling – form Level to Level – ongoing
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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
Corporate Storytelling & Content Strategy at Bosch
New architectures for campaigningFrom “one shots” to permanent campaign environments
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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
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 SalesContent Marketing = When storyloops turn into leads
Quigo 2, since 2012 (6 countries)
Invest: 100.000 € for digitalROI: +39% more pcs (YTD 5.2014 to 5.13)
= 920.000 € more sales
Youtube: 230.000 viewsFB/Twitter: 225.000 views (3% eng. rate)Websites: 140.000 visits
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Overcome the separation of online and offlineFrom 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.
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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
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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.
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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.
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24/7
26 Languages 40 Countries
250.000 contacts in 2013
Digital Transformation: From Hotline to Listen & Command Center
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Central content marketing platformFast 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.
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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
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Storytelling
Gamification
Campaigning
Convergence
Experience
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Speed up co-creation and joint campaignsCross 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
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Invest in content and turn storyloops into leadsContent 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
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