PowerPoint Presentation
Taking the Value of Social Beyond the Marketing Organization
TODAYS HOST:George HuffOpal@georgehuff Jon
BausmanCabelas@JonBausmanMike ArmstrongIntel@mikearmstrong99
Peter VaughanCharles Schwab@ownyourtomorrowSession Speakers
A little bit about OpalOctobeR 2016
grab your popcornThe rise of digital.
Whats going on in x- Said any executive at any company
Robots dont tell storiesIf you want to help brands, help people
working at brands.
We need a way to keep track of all the stories that we're trying
to tell as a brand, the key themes, key topics, key launches, the
pace, the rhythm that we want to keep. Diego Nunez, SKULLCANDY
Mission OpalCreate collaboration software that helps marketing
teams stay organized, so they be better storytellers.
Whats getting in the wayHow much time do you spend thinking
about the way you work?
Compounding factors of ChaosThe world as our customers describe
itxx
Volume
INFORMATION
Silos
Its inefficientYou deserve to get your time back.
Its okYoure not alone.
VIDEO
Give your team the gift of [email protected]
The Prelude to the StoryHow to Communicate ValueJon
BausmanSocial Media ManagerCabelas@JonBausman
The Prelude to the StoryWhat vs. How to CommunicateEnsure Same
Moment, Results in the Same ExperienceThe Importance of PreludeTell
the Story: Giving Context to the ContentLets Get Our Hands
Dirty
Same Moment, Different Experience
Story about Middle School Dance, using Taylor Swift as a photo
of my Middle School crushSo how do you do that with mass avoiding
misunderstanding
Prelude is a technique that allows the author to foreshadow
events that the readers will come in contact with during later
reading.- eNotes
Two households, both alike in dignity, in fair Verona, where we
lay our sceneA pair of star-crossd lovers take their lifeIs now the
two hours traffic of our stage. Romeo and Juliet
Now, this is a story all about how my life got flipped-turned
upside down; and Id like to take a minute, just sit right there.
Ill tell you how I became the prince of a town called Bel Air.-
Fresh Prince of Bel Air
Tell the Story:Who are you communicating this to?What was the
campaign?When did it run?Where did you post it?How did it
perform?Why does it matter to the business?Giving Context to the
Content
Insert Gif or Video Here#FathersDayFirsts
Tell the Story:Who are you communicating this to?What was the
campaign?When did it run?Where did you post it?How did it
perform?Why does it matter to the business?Giving Context to the
Content
Who are you communicating this to? Who in your organization
would you communicate the performance of this campaign to?What was
the campaign? - What/how would you summarize the campaign you just
saw?When did it run? How would you describe how long you ran it
for?Where did you post it? How would you communicate what platforms
or not you shared it on?How did it perform? What KPIs would you
share to demonstrate success? What do they really need to know?Why
does it matter to the business? How would you translate that
information into why it matters to the business both now and what
it means for the future?
Good Morning Tommy,
Over the past week, weve shared the #FathersDayFirst [link]
video across our social platforms. This video is the most-viewed
and engaging piece of content in the history of the business, with
one million views. Viewers engaged with the video so much, that 30%
of those views were organic, meaning people saw it through unpaid
distribution.
What this means to the business is that because the video was so
well received on social media, our dollars went further and were
more efficient in sharing the video message and more effective in
helping us reach more people with our brand messaging. Moving
forward, this means we should create more 30-second or less
UGC-style videos focusing on the overall brand and lifestyle
messaging of Cabelas. We can then retarget these viewers with other
related content to drive them further down the conversion
funnel.
Lets Get Our Hands Dirty
The Prelude to the Story
Dont be like Middle School, Jon. Ensure that everyone walks out
having the same experience and understanding.Be like the Fresh
Prince and use Prelude if need be when presenting information to
help set everyones expectationsProvide the context for the content.
Utilize the elements of storys Who, What, When, Where, How, and Why
to communicate the value of social media to the C-Suite.
Horses and Rockets:Expanding Social Value Outside of
MarketingPeter VaughanDirector Brand Innovation & SocialCharles
Schwab@ownyourtomorrow
The space shuttle one of mans most impressive engineering feats
is based on the width of two horses. The two rocket boosters had to
be designed to fit on railroad tracks railroad track widths are
based on roads which date back to the time of Roman legions Romans
based the width of roads on chariots which were in turn based on
the width of two horses. The point is that the future often is
based on arbitrary limitations from the past. Its a phenomena known
as path dependency it doesnt mean that innovation wont happen, it
just means that it is restricted by our own preconceived notions of
the process that we are conditioned into today.
This song will never work. Its too long, too complex too
confusing and doesnt fit into any musical genre.
Path dependency isnt all that bad, but it can prevent those
moments of innovation or thinking out of the box that truly makes
your business go from 1+1 = 2 to 1+1 = 3. If Queen relied on path
dependency then they would never have given us Bohemian
Rhapsody.
https://s-media-cache-ak0.pinimg.com/originals/98/e3/03/98e303990ff9f965b012d6dbeb2c2ff7.jpg
Silos
Investment
Risk
Insight
There were four monsters standing in the way of expanding social
beyond the marketing organization time to execution, investment,
learning and risk. We knew that eventually these monsters would
fall using our current operating methodology, but we also wondered
if there was a new way to bring the value of social to other parts
of the organization faster so that they could capitalize on
opportunities sooner.
Venture Social Process
So we turned to our SF roots to look for inspiration we
incubated a new process. Tech culture showed us a blueprint for how
to deal with change.
https://s-media-cache-ak0.pinimg.com/originals/98/e3/03/98e303990ff9f965b012d6dbeb2c2ff7.jpg
Through Our Clients Eyes
Ideas were crowdsourced across the organization but the central
proposition was always How does this benefit the client and thats
much bigger than marketing.
Fail Faster, Smarter
Its okay to fail.
Data Transparency
Social Data became our biggest weapon with the new process we
were able to deliver insights faster, provide it in a way that was
always accessible, make it easier to grasp (conversational) and
have it be highly relevant to the insights each stakeholder wanted.
They became addicted to it and it increased socials visibility
across the organization.
Examine Environment
We also experimented with physical space. We wanted to convey a
more social space than the typical corporate environment of
cubicles. In 2017 we are also reserving spaces in places like
WeWork so people can get out of the office to work on different
projects in different environments.
Challenger Mentality
To keep communication going, weekly organizational Sparks
celebrated innovations both inside and outside the firm and asked
for new ideas. Emails sent weekly with quarterly presentation
sessions. We invited guess speakers to quarterly Challenger Flame
Sessions to present. This kept the idea of breaking path dependency
alive.
Whats the ROI of a basketball? Gary Vaynerchuck
In conclusion, our Venture Social platform has enabled us to
more effectively communicate and demonstrate the value of social
outside of marketing because we were able to turn some of the
traditional constraints of our process into opportunities. We
turned social into a breeding ground for innovation and provided a
safe place to fail. The unease of not knowing exactly where we are
heading turned into our advantage people became hungry for
learnings, not always ROI. This freedom allowed us not to focus
necessarily on the tool that is social, but the people using the
tool.
Keys to Extending the Social FootprintMike ArmstrongDigital
Marketing ManagerIntel@mikearmstrong99
Intel at CES 2016
Before I jump into the presentation, I wanted to show a quick
clip of one of our social media teams in action at an event earlier
this year.
[video]
Some interesting tidbits from the video that Id like to
callout:Insane amount of collaboration between business units,
creative, production, media, strategy and analytics teams -
globally. This is amplified for events, but this really isnt that
much different from how ours teams operate on a day to day basis.
When we listen to our customers and create unique experiences for
them, we see much higher engagements.1500 pieces of content posted
during a CONSUMER ELECTRONICS conference (5-6 days) to hit a #1
share of voice. And you guys realize were a manufacturing company
right?
We had very similar results at the Intel Developer Forum 6
months after CES and drove an increase of 50% of social mentions
year over year
So how are we able to pull off this magnificent feat?
Digital Maturity is Crucial
Digital maturity is crucial
Digitally mature companies are the ones that actively invest in
solutions and tools that advance their digital capabilities. Most
of you in the room already know that and are on your path to
maturity.But maturity is a moving target, there is no one size fits
all solution, and its dependent on a broad range of competencies
that extend beyond the tools themselves. It includes training,
skills, governance, compliance, privacy, and more.The most advanced
teams are using a platform that integrates all of the people,
process, and tools seamlessly to move forward in a holistic
way.They create a platform where all of their eorts work
togethermaking it easier, and more efficient, to create the right
customer experience at the right time while at the same time being
able to scale to large teams.
Why is digital maturity so important?
It takes 20 years to build a reputation and five minutes to ruin
it. If you think about that, youll do things differently.
- WARREN BUFFETT
I love this quote from Warrent Buffet:
[read quote]
Think back to the 1500 posts our team pushed out at CES. Imagine
if we accidentally bad-mouthed a partner, or customer or posted
something inappropriate - it would have nullified all of our
efforts.
And yet it happens all the time. Disgruntled employees tweet out
inappropriate messages and pictures. People thinking they are
posting to their personal accounts, but their using the corporate
handles. Direct messages accidentally sent as public message. We
see this quite often.
This is why we need people, process and tools all working in
unison.
The Three Must-Haves
So how do you set out to be a digitally mature organization? 3
key things
1. Executive sponsorshipstory: New CMO , 1 year in, getting
dinged by the CEO for inconsistent executions done outside the
group (business units). Different people, different process,
different tools.At that point, he clearly articulated OUR vision
for us to HIS management - we needed to be operating in a less
silod environment, which tied in with our grass roots approach to
this model.Expanded use of tools outside primary teams, enacted
cease & desist through procurement for teams using other
toolsPut in place processes for checks and balances to review
outgoing content to ensure consistent messaging and creative
2. Stakeholder alignmentAs we were gathering requirements for a
platform, we gave everyone a seat at the table (geographies, HR,
customer support, procurement)Many groups participated in the RFP
sessions to validate requirements against feature setsProject
Maverick - consolidation of social channelsEveryone has a voice.
(The is no platform that delivers to 100% of our use cases)
3. Centralized support teamWe centralized the way the platform
is managed AND governedWe architected scalable processes
(consolidating our moderation activity into a single team across
all accounts)This helps provide a consistent support mechanism to
all the teams using the tools. Without this, teams will jump ship
at the first sign of distress.
The Customer Journey
Once you have all these things in place, you can better address
your audiences.
The customer journey for any person is different its complex and
non-linear. Different audiences have different trigger points along
their journey to tell us where they are in the journey and what
they need from us. Its crucial that we collect as much user data as
we can. In order to do that, you need a strong data model and well
thought-out taxonomy to make those connections.
By looking at our data and analyzing those signals, we are then
able to craft different and unique experiences based on what we
know about the person (a job seeker has a different journey than a
consumer).
Every channel has a different purpose and goals and requires a
smart activation plan.
With more advanced platform, you can take that a step further
and lean on your platform to help automate that activity so that it
can be delivered as close to real-time as possible.
SummaryPartner with an executive sponsorBuild a world class
marketing stackAlign all your teams around the platformGet to
work!
Question + Answer
George HuffOpal@georgehuff Peter VaughanCharles
Schwab@ownyourtomorrowJon BausmanCabelas @JonBausmanMike
ArmstrongIntel@mikearmstrong99
