How to implement thought leadership in organisations

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Information about How to implement thought leadership in organisations
Business & Mgmt

Published on February 27, 2014

Author: wsnederland

Source: slideshare.net

Description

Annick presented a case study of how Weber Shandwick assists corporate clients with implementing thought leadership in their organization.

How to implement thought leadership in organisations Rotterdam 26 February 2014

IN THE ROOM AND IN THE BACKGROUND Annick Boyen CEO Weber Shandwick Benelux ©WEBER SHANDWICK 2012 All rights reserved Leslie Gaines-Ross Chief Reputation Strategist Weber Shandwick http://reputationxchange.com

ABOUT US

WEBER SHANDWICK FAST FACTS EMEA Agency of the year Thought leaders across the globe ©WEBER SHANDWICK 2012 All rights reserved 129 offices in 81 markets 2500 people 500+ awards in 7 years 1 endorsement of our global account management approach Over 30% of our work is international Average client relationship 7 years

How we help clients to implement thought leadership

For today’s focus ©WEBER SHANDWICK 2012 All rights reserved

Challenges in pushing thought leadership on the board’s agenda

When implemented, the thought leadership platform will: V• V• V• V• V• V• Fit leadership priorities and beliefs Fit/extend the company’s strategy online and offline Be multifaceted, extendable Be truly differentiated Resonate with: customers, employees, stakeholders Reinforce brand personality ©WEBER SHANDWICK 2012 All rights reserved

Concerns to overcome • Who ‘owns’ the programme (coms, marketing, digital, IR, legal, HR) • Capacity issues : I have a day job / billable target • Career enhancer or career stopper? • The proof of the pudding is in the eating ©WEBER SHANDWICK 2012 All rights reserved

Elements of successful thought leadership programmes • Simple enough to travel fast • Repeated often enough to sustain attention • Specific enough to guide action • Credible, believable, grounded in reality • Inspires passion ©WEBER SHANDWICK 2012 All rights reserved

Is thought leadership morphing into content marketing? 11

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