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@bernieborges #SMSsummit
How-To Build Transformational Organization-Wide Marketing
Bernie Borges
@bernieborges #SMSsummit
CEO of Find and Convert
Host Social Business Engine Podcast
Speaker/Author / Blogger
Dell Social Influencer
IBM / Futurist
AMA Tampa Bay / V.P. Comms
ABOUT BERNIE BORGES
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Topics Framework for Organization-Wide Marketing
Organization-Wide Marketing in Action Action Plan
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THREE LENSES
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1. Corporate experience. 2. Agency experience. 3. Podcast interviewer.
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MARKETING TRANSFORMATION
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The Deck is Stacked Against the Traditional Marketing Department.
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Demands from the C-Suite to demonstrate ROI are at
an all time high
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Marketing should not be the sole responsibility of the marketing department.
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Organization-wide marketing is not an option
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THREE-LAYER FRAMEWORK FOR
ORGANIZATION-WIDE MARKETING
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Ice Cream Sandwich FRAMEWORK
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Three characteristics to effective storytelling: 1. Authentic 2. Relevant 3. Actionable
Storytelling
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• Avery Dennison is involving employees in the "Get Social" initiative to bridge the gap of the 90-9-1 rule.
• 90% of all postings are from 1% of users and the remaining 10% of postings are from 9% of users.
• "Get Social" is a centralized employee resource and ambassador program to mobilize employees as advocates.
Authentic
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Relevant • 3M is telling stories relevant to
"Science. Applied to Life." in an educational manner to humanize their brand.
• Identifying advocates among their 89,000 employee workforce.
• Teams are evolving and the importance of collaboration throughout.
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Actionable • The Network is Cisco's
newsroom style content hub which publishes thought leadership content as well as technology focused content.
• The Network often features stories from their 70,000 employees on tech topics from mobility, to security to IoT.
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Ice Cream Sandwich FRAMEWORK
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EMPLOYEES RULE!
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http://www.edelman.com/post/credibility-continues-come-employees/
Year after year, regular employees – and particularly those with technical expertise – continue to be highly trusted sources of information.
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Ice Cream Sandwich FRAMEWORK
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Marketing should harness employees’ storytelling
potential.
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Skills needed: Part Quant
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Skills needed: Part Crayola
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It’s the role of marketing to be part networker.
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Marketing should also be part detective.
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Marketing must be part journalist.
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ORGANIZATION WIDE MARKETING
IN ACTION
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• Dell encourages employee advocacy and optimal digital social use among their 110,000 employees with training through Social Media and Community University (SMaC U).
• Dell analyzes their employees’ social influence and direct business impact.
• Driving social culture by holding special events for SMaC team members.
• Working to further improve employee retention and enhance career advancement for those that complete their SMaC U training.
CROSS FUNCTIONAL
MARKETING IN ACTION
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• Approximately 90% of their 50,000 employee population has adopted Buzz as a form of internal connection, collaboration and story telling that has improved business operations.
• Buzz is also used a lot for ideation to increase efficiencies.
• Humana, CEO, Bruce Broussard is an active Buzz user and has supported the ESN from the start.
CROSS FUNCTIONAL
MARKETING IN ACTION
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• Indium Corporation taps into the expertise of its engineers to write blog content on technical topics pertaining to its industrial solder materials sold to electronics manufacturers, serving to humanize their brand and gain their customer's trust.
CROSS FUNCTIONAL
MARKETING IN ACTION
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• NASA has embraced transformative digital communication across its employee base to make space exploration interesting and relevant to all of humanity.
• Contributions come from NASA employees across many functions, including astronauts.
CROSS FUNCTIONAL
MARKETING IN ACTION
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ACTION PLAN
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BECOME STORY TELLERS
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“Employees Rule”
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Technology is Not an Option
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“Marketing is Not One Department”
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Ice Cream Sandwich FRAMEWORK
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Take Aways Framework for organization wide marketing. Skills needed: Quant & Crayola. Storytelling: Authentic, Relevant, Actionable. Employees have the best stories. “Marketing is not one department”
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with Bernie Borges
socialbusinessengine.com
twitter.com/sbengine
facebook.com/socialbusinessengine/
findandconvert.com
twitter.com/findandconvert
facebook.com/findandconvert/
[email protected] twitter.com/bernieborges
linkedin.com/in/bernieborges
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THANK YOU!
