Post on 15-Apr-2017
transcript
Bringing the Story to Life
Why and How to Build Internal
Audiences that Create Distinguishing
Brand Experiences Carla Johnson
President Type A Communications
CarlaJohnson
Mark Wilson
Sr Vice President Marketing BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Are your employees
passionately bringing your
story to life
Or are they creating a
saga for customers
CarlaJohnson bull CMWorld
People trust
companies and
the media less
But they trust
employees more
CarlaJohnson bull CMWorld
We need to empower
employees to create
amazing brand
experiences
CarlaJohnson bull CMWorld
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Are your employees
passionately bringing your
story to life
Or are they creating a
saga for customers
CarlaJohnson bull CMWorld
People trust
companies and
the media less
But they trust
employees more
CarlaJohnson bull CMWorld
We need to empower
employees to create
amazing brand
experiences
CarlaJohnson bull CMWorld
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Are your employees
passionately bringing your
story to life
Or are they creating a
saga for customers
CarlaJohnson bull CMWorld
People trust
companies and
the media less
But they trust
employees more
CarlaJohnson bull CMWorld
We need to empower
employees to create
amazing brand
experiences
CarlaJohnson bull CMWorld
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
Are your employees
passionately bringing your
story to life
Or are they creating a
saga for customers
CarlaJohnson bull CMWorld
People trust
companies and
the media less
But they trust
employees more
CarlaJohnson bull CMWorld
We need to empower
employees to create
amazing brand
experiences
CarlaJohnson bull CMWorld
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
People trust
companies and
the media less
But they trust
employees more
CarlaJohnson bull CMWorld
We need to empower
employees to create
amazing brand
experiences
CarlaJohnson bull CMWorld
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
We need to empower
employees to create
amazing brand
experiences
CarlaJohnson bull CMWorld
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
We armed employees with
the ability to become the
voice of the brand
CarlaJohnson bull CMWorld
What ifhellip
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
Inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
How do wehellip
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
By creating emotional
connections with
our brand
WITH THE TOUGHEST
AUDIENCE OF ALL
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
Actively disengaged
employees cost
companies
$400-500 billion
every year
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
of employees donrsquot
know what their
employer stands for or
what makes their
company different from
others
CarlaJohnson bull CMWorld
Source Gallup 2013 State of the Workplace
41
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
What it Means to Customers
Of customers
LEAVE
because of
poor employee
attitude
Of customers
are LOYAL
because of a
good employee
attitude
Of customer
brand
perception is
determined by
experiences
with PEOPLE
Journal of Applied Psychology MCA Brand Ambassador Benchmark Ken Irons Market Leader
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
bull Revenues grow 4 times faster
bull Jobs are created 7 times faster
bull Stock prices rise 12 times faster
CarlaJohnson bull CMWorld
Companies that have cultures based
on their purpose and values out-
perform companies that donrsquothellip
John Koer and James Jaskett Corporate Culture and Performance
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
Building Internal
Audiences
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
bull Whatrsquos true about the brand
bull What hooks can you find and own
bull How can you emotionally connect
employees with the brand
CarlaJohnson bull CMWorld
Identifyhellip
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
Inspiring and empowering
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
Itrsquos abouthellip
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Where Should it Sit
Corp Comms Human Resources Content Marketing
Focus Benefits PR Wins Company Story
Success defined by
Employee Satisfaction Employee Engagement
Background Benefits or media relations Avid writers amp communicators
Approach Workflow Storyflow
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Why focus on
employees
How to build a
program
What tactics work
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
Leadership Video
BlackBerry Ideas
LinkedIn BlackBerry Square
Ambassadors
bull Efficient way to
reach global
employee base
bull More human than
written comms
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
BlackBerry Ideas
Leadership Videos
LinkedIn BlackBerry Square
Ambassadors
bull Employee-submitted and
evaluated ideas
bull ~5500 current
submissions (nearly 11
with employees)
bull Evaluated by employees
and senior leaders
bull Encourage ideas with
employee leaderboard
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
LinkedIn Leadership Videos
BlackBerry Ideas
BlackBerry Square
Ambassadors
bull Use popular
CEO blog to
deliver
messages to
external ndash
AND internal
- audience
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
BlackBerry Square
Leadership Videos
BlackBerry Ideas
LinkedIn Ambassadors
bull Popular ~100000
viewsweek
bull Engaged ~600
comments likes amp
sharesweek
bull Efficient managed
by lt1 FTE comms
employee
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
BlackBerry Turnaround
Leadership Videos
LinkedIn Series Ambassador Program
BlackBerry Ideas
Brand Journalism Team BlackBerry Square
Story Architecture BlackBerry Elites Building Internal
Audiences
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
Ambassadors Leadership Videos
BlackBerry Ideas
LinkedIn BlackBerry Square
bull Hundreds of
employee
volunteers offer
demos for new
devices at select
carrier retail
stores
bull Channel employee
passion provide
on-ground
feedback to field
marketing team
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
BrewHub Our Brew Pub Talk
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
MolsonCoors created
BrewHub a central hub that
engaged employees because
it created excitement about
the BHAGs
CarlaJohnson bull CMWor ld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Results bull Increased employee engagement by 6 to
86 in 12 months considered world class
bull Increased trust in leadership and decisions by
15 to 80
bull Increased employee awareness and
understanding of the companyrsquos ambition
strategic goals and values
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Results bull United disparate business units under one
company name brand and strategy
bull Translated all major communication vehicles
into ldquopub-talk approvedrdquo look feel and
language
bull Average 1500-3000 unique users per day
bull Yammer enrollment more than 1600 in first
6 months
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
BrewHub Our Brew Pub Talk
Employee Training BrewTube
Easily Available Easily Shareable Content
Building Internal
Audiences
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld Source Experiences The 7th Era of Marketing
MolsonCoors
ReclaimColorado
Employee Training BrewTube
Easily Available Easily Shareable Content
BrewHub Our Brew Pub Talk
Building Internal
Audiences
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
ReclaimColorado
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
ReclaimColorado
bull MolsonCoors employees in Denver (220)
bull $35 allowance per employee per month to ldquohostrdquo
bull Employees tell the story about the product
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
CarlaJohnson bull CMWorld
Results bull 3 month program (June July August) extended to
year end
bull 42 employee participation (220 employees)
bull 55 individual stories on Yammer in 2 months
bull 42 photographs
bull Gave people a way to contribute to the topline
story in their own way
bull Significant story source that will also be used
externally
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
bull Created excitement and inspiration to
participate
bull Delivered consistent messages and story
understanding
bull Developed story expertise and the ability to
discover stories
bull Delivered the right story at the right time and
place
CarlaJohnson bull CMWorld
Thesehellip
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry
How can
YOU
inspire and empower
employees to create their
own brand experiences
CarlaJohnson bull CMWorld
CARLA JOHNSON Strategist Speaker Storyteller
Type A Communications
CarlaTypeACommunicationscom
CarlaJohnson bull CMWor ld
MARK WILSON
Sr Vice President Marketing
BlackBerry