Knowledge at Ernst

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Knowledge at Ernst Young LLPSeptember
2008Julia Duggan
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Agenda

• Some context Ernst Young and the Center for
  Business Knowledge
• Some comments and context on the maturity and
  health of our brand
• EY experiences 10 practical tips to build a
  successful brand

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Ernst Young LLP

• Ernst Young is a global leader in assurance,
  tax, transaction and advisory services.
• Our 130,000 people are located across 140
  countries in over 690 offices
• Worldwide revenues for year to 30 June 2007 were
  US21.1 billion
• Ernst Young is one of the largest professional
  services firms in the UK
• Ernst Young is a partnership
• The UK firm employs 10,000 people, with 6,000
  staff and Partners in the London office making
  it the largest Ernst Young office globally
• Announced EMEIA integration from 1 July 2008
• Our Center for Business Knowledge employs 686
  people globallyAmericas 226Europe and Africa
  362Asia Pacific - 98

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Brand is about creating a compelling perception
in the minds of our people

• The Center for Business Knowledge is the globally
  consistent name for our centralised knowledge
  function

• CBK was founded in 1993, globalised in 2000
• Encompasses a broad scope from content management
  and KM technology, people to people connectivity,
  business information, and research and analysis
• Its both an internal and external brand -
  positions CBK as a business within a business
  (internal) and the place to work (external)
• It links all our products and services
• KWeb
• Company InfoGator, other business information
  sources such as our news aggregator
• Cube

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CBK is a mature brand, with evidence of good
health
EYs challenge is to avoid decline of the overall
CBK brand, and to create/maintain successful
sub-brand products
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Our external brand is also pretty healthy

• We get a good MAKE award rankingFor the tenth
  year in a row Ernst Young was recognized as a
  2007 Global Most Admired Knowledge Enterprise
  (MAKE) Winner.
• People joining the CBK often say our external
  reputation was a factor in their choice

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EYs CBK invests heavily in sales and marketing
to achieve this brand health

• One of the standard global functional teams
  within the CBK is Deployment
• Deployment is about culture, awareness and
  education
• We run awareness campaigns and training
  programmes to encourage understanding and use of
  our products
• We run a global knowledge survey to monitor our
  sales
• We run an external reputation programme
• We know how to be successful but its hard work
  and challengingand fun!

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10 practical tips to build and maintain a
successful brand

• Understand the product life cycle and adapt your
  activities accordingly
• Decide on a product name, strap line and visual
  identity
• Remember people buy benefits not features
• Understand and segment your customers
• Stakeholders
• Users and super users
• Friends and family
• Talk in (business) language your customers
  understand

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Example InfoGator launch

• Company InfoGator key messages
• Stakeholder messaging automation, productivity
  gain, risk mitigation
• Customers making life simpler, your first stop
  for company information

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10 practical tips to build and maintain a
successful brand continued

• Send out signals using all appropriate channels

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• A complete communications process takes people
  through a four point journey

• Understanding
• Message understood
• I know what to do

• Buy-in
• I like this it makes sense I am recognised
  for doing it

• Advocacy
• I live this and see others living it. Its
  business as usual

• Awareness
• Message received

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and requires a channel choice
Advocacy
Buy-In
Understanding
Awareness
Message received
Message understood, I know what to do
I like this, it makes sense. I am recognised for
doing it
I live this and see others living it. Its
business as usual.
Technology

• Plasma Screens
• HereNow
• Emails
• Voicemails

• Staff suggestions / comments

• Tele/video conference
• Local Intranets/CHS
• Databases
• Newsletters

Face-2-Face

• Road shows
• Group Meetings
• Conferences and seminars
• Senior mgmt visits

• Breakfast/lunch meetings
• Group meetings
• Drop-in Surgeries
• Key events
• Planning workshops
• One 2 One sessions

• Backing of the Exec
• Client meetings eg living the vision/brand/values

Paper

• Posters
• Flyers

• Newsletters
• Business Plans

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10 practical tips to build and maintain a
successful brand continued

• Measure your success (sales) and take action
  to boost

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10 practical tips to build and maintain a
successful brand continued

• Integrate the message in to business processes
  e.g key career stages
• Put out regular comms about the products use
  content and functionality upgrades or hot topics
  as a hook
• Consider how to communicate with GenY and GenV
• and now ask me about the challenges!