We live in a world of blended information – between home and work, domestic and professional social feeds, news feeds, and more. Yet when it comes to external storytelling, most organizations leave this responsibility completely to their PR and marketing functions, missing out on a huge opportunity: employees. Your employees could be your best storytellers, and in this blended information world it’s easier than ever for them to do so.
We call this idea “social advocacy” and it certainly offers a lot of opportunity. However, if executed incorrectly, there is risk that it can instead generate hugely diverse noise and distraction for a brand. The key to successful social advocacy is to build a clear narrative that provides a focused framework for this storytelling – both internally and externally – to drive forward the business.
In this session, you’ll learn:
- how to develop a strong narrative, and
- how you can use that narrative to drive successful employee advocacy.
Stuart Maister is the Chief Storyteller at Strategic Narrative. After a successful 10 year career as a TV and radio reporter for the BBC, Sky and ITN, Stuart formed his first storytelling business. That was an award winning company that pioneered TV PR, winning awards and eventually being sold to a US company.
He has spent over 25 years working with large organisations on their storytelling for marketing, sales, corporate communications, PR, employee engagement and investor relations. He has worked around the world and across all industries, but more recently has focused on B2B firms, especially in the technology and professional services sectors.
Lucas Scheer is President of Products and Innovation at DevFacto, creators of the Sparrow Modern Workplace, the communication platform that employees love to use.
A passionate brand advocate for DevFacto, Lucas’ main focus is building innovative software products. He has significant experience working with organizations from around the world to connect their workforce through intranets, mobile apps and digital transformation.