Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers

CONTENT = STORY Ein Plädoyer für organisierte Kreativität

#wpsummit14/ Wien / 03-07-2014 / Tobias Dennehy

Page 2 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

2014-07-03 Page 3 Tobias Dennehy / Corporate Story Architect / Siemens AG

“Only your mom is really going to care about what

you’ve made. Everyone else has to be convinced.

Make things people want.”

Alexis Ohanian (Co-founder of reddit.com)

Page 4 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

cluetrain.com

“If you want us to talk to you, tell us something.

Make it something

interesting for a change.”

Page 5 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

=

STORYTELLING

SOCIAL MEDIA

Page 6 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

CONTENT

=

STORY

Page 7 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

OMG!

Openness and Collaboration Social Media and the blurring of media and channel borders

Speed and Reactivity Social Media and the speed of digital communications

Authentic Storytelling Social Media and the need for relevant content

2014-07-03 Page 8 Tobias Dennehy / Corporate Story Architect / Siemens AG

2014-07-03 Page 9 Tobias Dennehy / Corporate Story Architect / Siemens AG

Restricted © Siemens AG 2014. All rights reserved.

Page 10 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

INFOGRAPHIC

LISTEN to your audience!

Page 11 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

YOUR

Page 12 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Know the songs of your competition.

Page 13 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

STORIES

Page 14 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Find your formula.

Restricted © Siemens AG 2014. All rights reserved.

Page 15 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

IGNORE your audience!

Page 16 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Launch a pilot. Let go.

Page 17 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Measure. Observe. Learn.

Page 18 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Restricted © Siemens AG 2014. All rights reserved.

Page 19 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

2014-07-03 Page 20 Tobias Dennehy / Corporate Story Architect / Siemens AG

Relevance

Page 21 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Thank you! Looking forward to connect with you!

Tobias Dennehy Corporate Story Architect | Blogger

Connect: de.linkedin.com/in/tobiasdennehy/ xing.to/tobiasdennehy

Follow: youtube.com/answers (Siemens stories) about.me/tobiasdennehy (private me) twitter.com/herrdennehy (private tweets)

Read: storycodeX.com (private blog & stories)

Page 22 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

The StorycodeX © Tobias Dennehy (storycodeX.com)

EXPECTATION

SU

RPR

ISE

CHANGE

Hero 1.0 Hero 2.0 C o n f l i c t

Page 23 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

/answers „Title Videofile“

2014-07-03 Page 24 Tobias Dennehy / Corporate Story Architect / Siemens AG

Brand and business verifiably profit from storytelling and giving up a little control

Launched on Feb 28, 2011

Stories: ~ 60

Authors: ~ 50

Countries: ~ 80

Media Coverage Key Facts Awards

Engagement

up to 100% traffic increase on product page

10% more engagement than SEM

Average > 20 min. per visit

Average 33% Peak 62%

Video Completion

Average 11% Peak 37%

Link Conversion

Restricted © Siemens AG 2014. All rights reserved.

Page 25 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

Prepare to diffuse in THE CROWD.