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Lundquist hosted the 6th edition of its CSR Online Awards in Milan, part of a unique two-day event to discuss trends in sustainability and recognise top performers in online communications from across Europe. The event brought together more than 100 participants including sustainability and communications professionals from over 45 companies and organisations. Participants heard from 27 international speakers in three plenary sessions and six workshops. This is the presentation of Tobias Dennehy, Corporate Story Architect and Editorial Change Manager at Siemens.
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Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers
Why telling true stories is a corporate social responsibility
Lundquist CSR Awards / Milano / May 28, 2014 / Tobias Dennehy
2014-05-28Page 2 Tobias Dennehy / Corporate Story Architect
“We’re not a Business-to-Consumer Company.
We’re a Business-to-Society Company.”
We’re not a Business-to-Business Company.
Joe Kaeser, CEO Siemens AG
2014-05-28Page 3 Tobias Dennehy / Corporate Story Architect
“You know, there is no such thing as society.
Margaret Thatcher, Prime Minister UK
There are individual men and women, and there are
families.”
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SOCIAL MEDIA
GLOBALCONVERSATION
=
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CONVERSATION
=
STORYTELLING
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SOCIAL MEDIA
=
STORYTELLING
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“Markets areconversations.”
cluetrain.com
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“If you want us to talk to you, tell us something.
Make it something interesting for a change.”
cluetrain.com
2014-05-28Page 9 Tobias Dennehy / Corporate Story Architect
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STORY and STORYTELLING, sure we know what that is! Or do we?
“Story is a metaphor for life. It takes us beyond the factual to the essential.”
Robert McKee, Story, 1997
“A story creates meaningful change in the life of a character, achieved through conflict.”
“Storytelling is the currency of human contact.”
“A story is about how and why life changes.”
2014-05-28Page 12 Tobias Dennehy / Corporate Story Architect
The StorycodeX© Tobias Dennehy
EXPECTATION
SUR
PRISE
SUR
PRISE
CHANGE
Hero 1.0 Hero 2.0C o n f l i c t
storycodeX.com
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2014-05-28Page 14 Tobias Dennehy / Corporate Story Architect
2014-05-28Page 15 Tobias Dennehy / Corporate Story Architect
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YOUR
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STORIES
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INFOGRAPHIC
Listen to Your Audience!
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Ignore Your Audience!
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Prepare to diffuse in THE CROWD.
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Thank you! Looking forward to connect with you!
Tobias DennehyCorporate Story Architect & Editorial Change Manager
Connect:de.linkedin.com/in/tobiasdennehy/xing.to/tobiasdennehy
Read: storycodeX.com (private blog & stories)
Follow: youtube.com/answers (Siemens stories)about.me/tobiasdennehy (private me)twitter.com/herrdennehy (priv. tweets)