20140703 mach marketing mit content siemens dennehy
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Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers
CONTENT = STORY Ein Plädoyer für organisierte Kreativität
#wpsummit14/ Wien / 03-07-2014 / Tobias Dennehy
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Page 2 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
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2014-07-03 Page 3 Tobias Dennehy / Corporate Story Architect / Siemens AG
“Only your mom is really going to care about what
you’ve made. Everyone else has to be convinced.
Make things people want.”
Alexis Ohanian (Co-founder of reddit.com)
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Page 4 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
cluetrain.com
“If you want us to talk to you, tell us something.
Make it something
interesting for a change.”
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Page 5 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
=
STORYTELLING
SOCIAL MEDIA
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Page 6 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
CONTENT
=
STORY
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Page 7 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
OMG!
Openness and Collaboration Social Media and the blurring of media and channel borders
Speed and Reactivity Social Media and the speed of digital communications
Authentic Storytelling Social Media and the need for relevant content
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2014-07-03 Page 8 Tobias Dennehy / Corporate Story Architect / Siemens AG
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2014-07-03 Page 9 Tobias Dennehy / Corporate Story Architect / Siemens AG
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Page 10 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
INFOGRAPHIC
LISTEN to your audience!
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Page 11 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
YOUR
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Page 12 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Know the songs of your competition.
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Page 13 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
STORIES
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Page 14 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Find your formula.
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Page 15 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
IGNORE your audience!
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Page 16 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Launch a pilot. Let go.
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Page 17 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Measure. Observe. Learn.
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Page 18 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
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Restricted © Siemens AG 2014. All rights reserved.
Page 19 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
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2014-07-03 Page 20 Tobias Dennehy / Corporate Story Architect / Siemens AG
Relevance
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Page 21 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Thank you! Looking forward to connect with you!
Tobias Dennehy Corporate Story Architect | Blogger
Connect: de.linkedin.com/in/tobiasdennehy/ xing.to/tobiasdennehy
Follow: youtube.com/answers (Siemens stories) about.me/tobiasdennehy (private me) twitter.com/herrdennehy (private tweets)
Read: storycodeX.com (private blog & stories)
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Page 22 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
The StorycodeX © Tobias Dennehy (storycodeX.com)
EXPECTATION
SU
RPR
ISE
CHANGE
Hero 1.0 Hero 2.0 C o n f l i c t
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Page 23 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
/answers „Title Videofile“
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2014-07-03 Page 24 Tobias Dennehy / Corporate Story Architect / Siemens AG
Brand and business verifiably profit from storytelling and giving up a little control
Launched on Feb 28, 2011
Stories: ~ 60
Authors: ~ 50
Countries: ~ 80
Media Coverage Key Facts Awards
Engagement
up to 100% traffic increase on product page
10% more engagement than SEM
Average > 20 min. per visit
Average 33% Peak 62%
Video Completion
Average 11% Peak 37%
Link Conversion
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Page 25 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Prepare to diffuse in THE CROWD.