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Corporate histories are underused resources which are great source for social capital. Learn how to use it
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corporate history amplifier:
www.myhistro.com
ReDiscovering
Corporate HistoryCorporate HistoryCorporate HistoryCorporate Historyas
a Social Capitala Social Capitala Social Capitala Social Capital
Increase efectiveness of your marketing without increasing budget!
1. What is corporate history (CH)?
2. How to use it?
3. CH related most common questions (problems).
4. Does it work?
5. CH – powerful marketing tool & great source of social capital !!!
6. How to start?corporate history amplifier:
www.myhistro.com
OVERVIEWOVERVIEWOVERVIEWOVERVIEW
Your history is your
reputation. IT is IT is IT is IT is the the the the
GENOME of the company GENOME of the company GENOME of the company GENOME of the company
and shows what makes
your company tick.
corporate history amplifier:
www.myhistro.com
WHAT IS CORPORATE HISTORY?WHAT IS CORPORATE HISTORY?WHAT IS CORPORATE HISTORY?WHAT IS CORPORATE HISTORY?
i. CH demonstrates
stability and preserves
organizational heritage,
ii. increases employee
pride and loyalty,
iii. shows customer trust
- why have clients and
customers chosen you
over the years.
"Consumers tend to think of long-lived companies
as trustworthy. By communicating their past
imaginatively, businesses capitalize on an asset.„
Michael Rowlinson,
professor at Queen Mary
University of London
HOW TO USE IT?HOW TO USE IT?HOW TO USE IT?HOW TO USE IT?
corporate history amplifier:
www.myhistro.com
CH CH CH CH related most common questionsrelated most common questionsrelated most common questionsrelated most common questions
Who should deal with it? Our people are too busy even without this!
Where can we find content? How can we benefit from
this?
Developing Trust & Commitment sounds fine but does it really
work?
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
EVERY BRAND HAS A STORY!EVERY BRAND HAS A STORY!EVERY BRAND HAS A STORY!EVERY BRAND HAS A STORY!
A story worth telling is one worth amplifying.
Jamie Tedford
Brand Networks
corporate history amplifier:
www.myhistro.com
i. 77% of employees had a better understanding of core
values,
ii. 81 % felt more pride in their company,
iii. 96% wanted to keep learning about company history.
DDDDoesoesoesoes it workit workit workit work???? CH & employees.CH & employees.CH & employees.CH & employees.
corporate history amplifier:
www.myhistro.com
very, very, very expensive!
Suitable for Coca-Cola, Harley-
Davidson and Wells Fargo.
HOW THEY MOSTLY DO IT?HOW THEY MOSTLY DO IT?HOW THEY MOSTLY DO IT?HOW THEY MOSTLY DO IT?
A. Corporate museum
B. History publications
and specialty books
C.Website & social
media tools
mostly expensive and long
process (1-3 years to finish)!
Little benefit to a company
commercially!
affordable to everyone. Just be
smart and convert it into social!
corporate history amplifier: www.myhistro.com
Passive
(~92% of companies)
Interactive
(~6%)
Social
(~2%)
Source: Histros Inc
Passive and static CH pages are like academic tomes that
gather dust on bookshelves and bring neither
enlightenment nor entertainment.
THESE PAGES ARE UNUSED ASSETS AND GREAT
SOURCE FOR SOCIAL CAPITAL! We suggest more active
routes by which companies can profit from their past.
corporate history amplifier:
www.myhistro.com
A company history that is interactive, well visualized and
presented using newest FREE social media tools, will confer
an authentic market differentiation that no marketing
budget of 1111----2% 2% 2% 2% of of of of gross gross gross gross salessalessalessales with traditional campaign
could provide.
REMEMBER:REMEMBER:REMEMBER:REMEMBER: images are much more powerful storytellers
than words. And combined maps+timelines in your site are
much-much more powerful than just chronological lists.corporate history amplifier:
www.myhistro.com
CH as a superb marketing toolCH as a superb marketing toolCH as a superb marketing toolCH as a superb marketing tool
corporate history amplifier:
www.myhistro.com
HOW TO START?HOW TO START?HOW TO START?HOW TO START?
I.
• Remember: Corporate History is not only for old companies. Younger companies should use their history, too! It is great tool for sharing values and generating emotional connection;
• Just do it: Take your existing CH page and see what important milestones are missing. Just few
new bullet points and some words for description will do for start + some photos and videos.
II.
• Amplify: Convert your CH into social simply – use your corporate FB timeline to write down most important milestones. Just one photo per post and 1-2 sentences. Will take less than 30 min;
• Embed: For more detailed and visualized overview use some specialized free services, like myHistro.com. It is like YouTube of stories, played on map and timeline. Make sure to embed this story into your CH page. Use social tools (I was here too, Co-authors, People in this event etc) for more engagement.
III.
• Keep going: We recommend to start recording your „living history“ right away in order to prevent the loss
of important memories and get the project going. Add them to your story as you go;
• Outsourcing can help: Cant find any internal person for this? Use some service provider who can take care
of it in your stead – next to specialized companies you can find partners who are more interested in your
traffic than your money and therefore can keep your corporate story updated for almost free.
Your corporate history helps clients, employees and
partners understand where they fit into the picture,
helping foster dedication, loyalty and effectiveness.
But................amplify your storyBut................amplify your storyBut................amplify your storyBut................amplify your story!
Stories that are not amplified rarely reach beyond your
existing inner circle.
corporate history amplifier:
www.myhistro.com
REMINDERREMINDERREMINDERREMINDER
