More and more companies are using creative crowdsourcing every day thanks to social media channels like Twitter and Facebook, and online crowdsourcing platforms. We’re all familiar with the commercials and ads made for the Superbowl with crowdsourcing. The got milk? campaign was refreshed with the help of crowdsourcing through Zoopa. GoPro is a company known for its versatile cameras. It asks users to share their photos and videos on their website. Then they pick a new photo and video every day and share them across their social media channels. These brands are whatever their customers say about them. And a great story about your brand by a consumer is a powerful thing. Part of every marketing strategy is storytelling. It's how companies tug on the heartstrings of their customers and build a loyal following. So why not invite customers to share how your brand is a part of their lives? Or should brands be doing all the storytelling themselves? Is crowdsourcing your brand's story a good idea? Join our panelists and us on this webinar as we look at case studies of the brands we mentioned above that use creative crowdsourcing. Through these brands’ examples, we’ll explore: -The risks and benefits of crowdsourcing. -What are the best practices in crowdsourcing. -Preparing for the deluge of crowdsourced ideas. -Knowing which crowdsourced stories are worth sharing. -Crowdsourcing through social channels and online crowdsourcing platforms.

1. Story-Telling:To Crowdsource or Not to
Crowdsource
#SMTLive

2. Thanks to Our Sponsor
http://www.atomicreach.com/

3. Join the Conversation…
#SMTLive

4. #SMTLive
Our Speakers
Tobias Dennehy, a Corporate Story Architect, Editorial Change Manager, Blogger and Public Speaker with over 10
years of experience in corporate storytelling, digital content leadership and campaign management. Experiences that
were made within various Communications and Marketing positions at engineering giant Siemens AG, as PR Consultant
and Content Manager within the DDB agency network, as a journalist and during my studies of German literature and
language, communication science and journalism . Storytelling and its regained, tangible and measurable value for
human and business communication in the 21st century is my professional passion. @herrdennehy
Ira Haberman, Director of Marketing at Atomic Reach. A marketing and storytelling veteran, Ira Haberman brings
unparalleled experience as a creator of unique strategies and content that drive engagement across all digital
platforms. Ira’s breadth and depth of experience across both digital and traditional marketing will help achieve greater
visibility and deployment of Atomic Reach’s game changing content optimization platform. Prior to joining Atomic
Reach, Ira was most recently Director of Digital Content for Corus Entertainment, a responsibility which included
digitally branding 37 radio stations for the entertainment company. @irahaberman
Ciaran Bossom, Managing Director of Digital Enterprise & Social Participation Strategy at Saatchi & Saatchi LA. Ciaran
uses his ideas to fuel new services, new forms of collaboration, and entirely new network models. At Saatchi LA Ciaran
focuses on what technologies and digital experiences the agency should be pursuing, how best to make those
experiences, and who to partner with in order to bring them to life. Before Saatchi LA, Ciaran served as COO for
Methodfive, one of the original digital solutions agencies in New York City where he worked with his partners to
restructure their business model, and helped the company pivot from developer and builder of web-based objects to
full service digital agency. @ciaran212
Tom Teicholz is an award winning journalist who has consulted to and created video and written content for Intel, The
Museum of Tolerance, The Milken Foundation, Universal and Fox/TV Studios and whose work has appeared in The New
York Times Sunday Magazine, The Daily Beast, The Huffington Post and PurpleClover.com. @TomTeicholz

5. Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers
/answers: Sourcing stories to
crowds great and small
#SMTLive: Storytelling & Crowdsourcing, April 8, / @herrdennehy

6. 2014-03-05Page 6 Tobias Dennehy / Corporate Story Architect / Siemens AG
SOCIAL MEDIA
=
STORYTELLING

7. 2014-04-08Page 7 Tobias Dennehy / Corporate Story Architect / Siemens AG
Renowned filmmakers take a personal look at the
lives of people benefitting from Siemens technology.
Author SiemensSiemens

8. 2014-04-08Page 8 Tobias Dennehy / Corporate Story Architect / Siemens AG
A multi-channel environment engages audiences in
their natural digital habitats
siemens.com
youtube.com/answers
twitter.com/answersmag
facebook.com/answersmagm.siemens.com
Podcast
tablet.siemens.com
Views
Reach
average monthly data:
Ocotber 2011 – October 2013
new
new
Likes
Follower

9. 2014-04-08Page 9 Tobias Dennehy / Corporate Story Architect / Siemens AG
Brand and business verifiably profit from
storytelling and crowdsourcing
Media Coverage Awards
Average 33%
Peak 62%
Average 11%
Peak 37%
Launched in March 2011
Stories: ~ 60 + 30 crowdsourced
Authors: ~ 50
Countries: ~ 25
Key Facts
Link Conversion EngagementViews completed
up to 100% traffic increase
on product page
10% more engagement than SEM
Average > 20 min. per visit

10. 2014-04-08Page 10 Tobias Dennehy / Corporate Story Architect / Siemens AG
Thank you!
Looking forward to connecting with you!
Tobias Dennehy
Corporate Story Architect &
Editorial Change Manager
Siemens AG
Connect:
tobias.dennehy@siemens.com
linkedin.com/in/tobiasdennehy/
Follow:
youtube.com/answers (Siemens stories)
twitter.com/herrdennehy (private)
storycodeX.com (private blog)

11. Recently, Pando Daily wrote about how writers can use technology in exciting new
ways:
“How can the technological advantages offered by the web help create content that
couldn’t exist in any other medium? ”Is it possible to create articles that respond to
a reader’s expertise level on a subject?”
And Pando wrote about the growing need to change the publishing business model.
The need for quality content to win out over quantity:
“There’s a promising trend in journalism sites chasing quality over clicks, hoping
that by getting audiences to really engage and pay attention to your content
(instead of just blindly clicking and sharing) that they’ll also be more engaged with
the advertising on the site which pays the bills.”
Background

12. We don’t ever know how any piece of content will resonate with an audience.
Most content creators just hope they will garner some kind of audience
when they create content.
The Truth

13. engagement drives tangible ROI, readership, brand loyalty and evangelism.
What We Know though is…
... that when a piece of content does connect …

14. When we read something that peeks our interest or arouses our emotion,
we’re more likely to enjoy it, and pass it along.
Making The Connection
For a piece of content to resonate with an audience,
It has to speak to them.
+

15. Atomic Reach's content optimization platform
contains everything you need to engage your
audience every time.
Our platform analyzes your published content to identify your ideal performance,
provides a score based on that performance and unlocks detailed insights about your
audience, so that you can perfect your content in real-time using one of our many
CMS plug-ins.
The Challenge
Analyze/Score Create/Optimize Engage

16. Ira Haberman
Director of Marketing
irahaberman@atomicreach.com
@irahaberman
(416) 302-1995
www.atomicreach.com
Thank you

17. 17

21. #SMTLive
Our Speakers
Tobias Dennehy, a Corporate Story Architect, Editorial Change Manager, Blogger and Public Speaker with over 10
years of experience in corporate storytelling, digital content leadership and campaign management. Experiences that
were made within various Communications and Marketing positions at engineering giant Siemens AG, as PR Consultant
and Content Manager within the DDB agency network, as a journalist and during my studies of German literature and
language, communication science and journalism . Storytelling and its regained, tangible and measurable value for
human and business communication in the 21st century is my professional passion. @herrdennehy
Ira Haberman, Director of Marketing at Atomic Reach. A marketing and storytelling veteran, Ira Haberman brings
unparalleled experience as a creator of unique strategies and content that drive engagement across all digital
platforms. Ira’s breadth and depth of experience across both digital and traditional marketing will help achieve greater
visibility and deployment of Atomic Reach’s game changing content optimization platform. Prior to joining Atomic
Reach, Ira was most recently Director of Digital Content for Corus Entertainment, a responsibility which included
digitally branding 37 radio stations for the entertainment company. @irahaberman
Ciaran Bossom, Managing Director of Digital Enterprise & Social Participation Strategy at Saatchi & Saatchi LA. Ciaran
uses his ideas to fuel new services, new forms of collaboration, and entirely new network models. At Saatchi LA Ciaran
focuses on what technologies and digital experiences the agency should be pursuing, how best to make those
experiences, and who to partner with in order to bring them to life. Before Saatchi LA, Ciaran served as COO for
Methodfive, one of the original digital solutions agencies in New York City where he worked with his partners to
restructure their business model, and helped the company pivot from developer and builder of web-based objects to
full service digital agency. @ciaran212
Tom Teicholz is an award winning journalist who has consulted to and created video and written content for Intel, The
Museum of Tolerance, The Milken Foundation, Universal and Fox/TV Studios and whose work has appeared in The New
York Times Sunday Magazine, The Daily Beast, The Huffington Post and PurpleClover.com. @TomTeicholz

22. #SMTLive
Tweet Now ForYour Chance toWin a
Free Ticket to The Social Shake-Up!
#SMTlive Audience:Tell us why you want to go
to The Social Shake-Up 2014 to be entered for a
chance to win.Tweet:
“I want to go to #socialshakeup because…”

23. Upcoming Webinars
April 15th
Multi-Screen Engagement: Marketing Across Devices
#SMTLive