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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
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“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
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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.”
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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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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)
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