Storytelling: can Jochem de Bruyn survive social media?

Rabobank is one of the leading financial institutions in The Netherlands. Known for their provincial, co-operative and modest background they challenged the large international banks with a story.

The story of Jochem de Bruyn.

It did very well for Rabobank for a long time in the early stage of this century. It was undeniably true that this story had lifted Rabobank in that timeframe to a very enviable position in the Dutch financial market. And Jochem de Bruyn contributed hugely to that uplift.

The common and straightforward Dutch guy was recognized and trusted by the Dutch 'John Doe'. And his message was very actual indeed.
Storytelling did it's work and Rabobank was considered the most trustworthy bank in The Netherlands ever since. Ironically Jochem was kind of a visionary, because some years later the fictional bad guys of the international financial giants didn't turn out to be as fictional as we thought.
More power to Rabobank having the vision of being co-operative in the first place.

That was years ago however. Storytelling back then was often based on a large media budget and generally speaking 80% was tv directed.
But now, in 2010 communication has become much more organic and the rules of engagement have changed dramaticcaly. A scattered cloud of online and mobile media make it a lot harder to create stories and get them where you want to go.

So could Jochem de Bruyn to get people engaged with Rabobank in a connected world?
No. I don't think so.



In my opinion a good online corporate story requires 5 basic principles.
It has to be endurable, realistic, relevant, meaningful and has to resonate. Being resonant implies that there is a shared feeling of imporance at both brand and consumer. It's also this 5th factor that is most crucial in online communication, since news and importance change incredibly fast.
Any online story has to be very well timed and placed at already actively visited environments.

Moreover however, the theme issued in social media most be very edgy. And the online story most be very useful and pragmatic at the same time. How to do that? Not with Jochem in his current shape.

And that's reason one why Jochem de Bruyn wouldn't survive social media: he's not.

Somthing more about storytelling

An corporate story fulfills three functions:

- it positions the organisation towards other organisations;
- it helps employees to identify with the organisation;
- it support change processe.

A corporate story is based on three factors: it is a real story (narrative factor), it's easily to pass on(pass on factor) and it's anchored in the organisation (anchor factor). The anchor means that the organisation lives up to the principles that are told in the story.

Corporate stories need a hero and onstacles. They have to stories about real people. To get the story anchored in the organisation it is importante that the leader is truly committed and employees are involved with the fulfillment of the story.

But how do you ideally blend a corporate story and social media to create ambassadors?

1. Be actual

Make sure the story is about an issue that's on the brink of bursting but lacked a concept.

1. Monitor

Before spending a lot of time and money on that brilliant film do some try outs on niche channels.

2. Multiply

Since online media are fragmented that implies so are the audiences. Make sure you develop a set of categories to divert your strategy; create a variety of versions of that one idea.

3. Customize

Make sure your corporate campaign story is very actual. If not, discard the versions that ar not in touch with the current sentiments and design a story that does resonate in the actual timeframe.
Remember, internet is 100% 'zero tolerance' if it comes to commercial information.

4. Facilitize

Give your theme an environment where your own well designed Jochem can be changed. Give people not just your hunch about an issue, but let them play and give them te facilities to do so.
The most effective in viral communications sofar all had one thing in common: it was adjustable.