telling the story of insurance in a digital world john c. millen the reputation group annual meeting...
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Telling the Story of Insurance in a
DigitalWorld
John C. MillenThe Reputation Group
Annual MeetingSeptember 1, 2015
@johnmillen#OIIAnnual
Storytelling in a
DIGITAL WORLDThe Reputation Group
% of U.S. Adults Using Social Media
72 %
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31 %
28 %
25 %
23 %Pew Research Center 2015
AGENDA:
• The power of storytelling• Why tell the P&C insurance
story?• You as the storyteller • Collecting great stories• How to tell your story
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The Power of Storytelling
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Human Beings are Hardwired
For Stories
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22 TimesJennifer Aaker, ProfessorStanford Graduate School of Business
Stories Make DataMore Memorable
Why Tell the Story of P&C Insurance?
TRUST
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The Stories of P&C Insurance
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#FAIL
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Left Brain - Right Brain
Credit: chickensaresocute via ccThe Reputation Group
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LEADERS
BUSINESS UNITS
TEAMS
PROFESSIONALS
P & C Insurance Industry
An effective leader, as she makesthe rounds at her organization,must ask one—and only one—question: ‘Got any goodstories?’
Tom PetersLeadership
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P&C INDUSTRY SUCCESS
• Convince & train leaders: CEO Chief Storyteller
• Create storytelling company cultures
• Promote storytelling by all industry associates in business and personal networks
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The Reputation Group © 2015 Reputation Group LLC
You as the Storyteller
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First Impressions
Perception = Reality
YOUR DIGITAL BRAND
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Your Digital Resume
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Reputation is whatpeople say about youwhen you’re out of the room.
Jeff BezosAmazon
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IMPORTANT RELATIONSHIPS
INVESTORS FRIENDS
OTHERS?
EMPLOYERS
EMPLOYEES CLIENTS
REGULATORS
FAMILY
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EXERCISE:
Who Are You?
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AgreeableAmbitiousAmusingBraveCalmCarefulCharmingCommunicativeConsiderateCourageousConscientiousDiligentDecisiveDeterminedEasygoingEmotionalEnergeticEthicalForcefulFriendlyFunnyGenerousGoodHard-working
HonestImpartialIndependentIntelligentIntellectualKindLovingLoyalModestNeatNiceOptimisticPassionatePatientPositivePowerfulPracticalProactiveQuietReservedSelf-confidentTrustworthyToughStraight forward
AggressiveAloofBelligerentBitchyBoastfulBoringBossyCarelessCompulsiveCruelCunningCynicalDetachedDishonestDomineeringFinickyFlirtatiousFoolishGreedyGrumpyHarshImpatientImpoliteImpulsive
InconsiderateInconsistentIndecisiveIndiscreetIntolerantIntrovertedIrresponsibleMeanMoodyNastyNegativePatronizingPessimisticPompousQuick-temperedRudeRuthlessSarcasticSecretiveSelf-centeredSneakyStupidSuperficialThoughtless
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Passion Integrity
FunThe Reputation Group
Collecting Great Stories
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Company StoriesDevelop a Disciplined Storytelling Culture• Ask• Capture • Observe• Prioritize• Tell, tell, tell
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Your Stories
Develop a Mindset• Review• Record• Observe• Brand • Tell, tell, tell
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EXERCISE:
What’s Your
Story?The Reputation Group
How to Tell Your Story
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Story Structure1. Set up2. Protagonist3. Objective4. Challenges5. Success
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Structure:1. Set up2. Protagonist3. Objective4. Challenges5. Success
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Structure:1. Set up2. Protagonist3. Objective4. Challenges5. Success
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Structure:1. Set up2. Protagonist3. Objective4. Challenges5. Success
Elmer’s Story
Credit: Weathered via ccThe Reputation Group
EXERCISE:
Tell Your Story
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• LISTEN• CAPTURE• TELL
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STORYTELLING NEXT STEPS
