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How to Build Transformational Organization Wide Marketing

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The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.

The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.

Enterprise-wide marketing is not an option.

The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.

Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.

Publicada em: Marketing
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How to Build Transformational Organization Wide Marketing

  1. 1. @bernieborges #SignatureSpeakerSeries How-To Build Transformational Organization-Wide Marketing Bernie Borges
  2. 2. @bernieborges #SignatureSpeakerSeries 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
  3. 3. @bernieborges #SignatureSpeakerSeries Topics Three-Layer Framework for Organization-Wide Marketing Cross Functional Marketing in Action Success Factors
  4. 4. @bernieborges #SignatureSpeakerSeries THREE LENSES
  5. 5. @bernieborges #SignatureSpeakerSeries 1. Corporate experience. 2. Agency experience. 3. Podcast interviewer.
  6. 6. @bernieborges #SignatureSpeakerSeries MARKETING TRANSFORMATION
  7. 7. @bernieborges #SignatureSpeakerSeries The Deck is Stacked Against the Traditional Marketing Department.
  8. 8. @bernieborges #SignatureSpeakerSeries Demands from the C-Suite to demonstrate ROI are at an all time high
  9. 9. @bernieborges #SignatureSpeakerSeries Marketing is not the sole responsibility of a traditional marketing department.
  10. 10. @bernieborges #SignatureSpeakerSeries Cross-functional marketing is not an option
  11. 11. @bernieborges #SignatureSpeakerSeries THREE-LAYER FRAMEWORK FOR ORGANIZATION-WIDE MARKETING
  12. 12. @bernieborges #SignatureSpeakerSeries Ice Cream Sandwich FRAMEWORK
  13. 13. @bernieborges #SignatureSpeakerSeries Three characteristics to effective storytelling: 1. Authentic 2. Relevant 3. Actionable Storytelling
  14. 14. @bernieborges #SignatureSpeakerSeries • 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
  15. 15. @bernieborges #SignatureSpeakerSeries 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.
  16. 16. @bernieborges #SignatureSpeakerSeries 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.
  17. 17. @bernieborges #SignatureSpeakerSeries Ice Cream Sandwich FRAMEWORK
  18. 18. @bernieborges #SignatureSpeakerSeries EMPLOYEES RULE!
  19. 19. @bernieborges #SignatureSpeakerSeries 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.
  20. 20. @bernieborges #SignatureSpeakerSeries Ice Cream Sandwich FRAMEWORK
  21. 21. @bernieborges #SignatureSpeakerSeries Marketing can harness employees’ storytelling potential.
  22. 22. @bernieborges #SignatureSpeakerSeries Skills needed: Part Quant
  23. 23. @bernieborges #SignatureSpeakerSeries Skills needed: Part Crayola
  24. 24. @bernieborges #SignatureSpeakerSeries It’s the role of marketing to be part networker.
  25. 25. @bernieborges #SignatureSpeakerSeries It’s the role of marketing to be part detective.
  26. 26. @bernieborges #SignatureSpeakerSeries It’s the role of marketing to be part journalist.
  27. 27. @bernieborges #SignatureSpeakerSeries CROSS FUNCTIONAL MARKETING IN ACTION
  28. 28. @bernieborges #SignatureSpeakerSeries • 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
  29. 29. @bernieborges #SignatureSpeakerSeries • 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
  30. 30. @bernieborges #SignatureSpeakerSeries • 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
  31. 31. @bernieborges #SignatureSpeakerSeries • 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
  32. 32. @bernieborges #SignatureSpeakerSeries SUCCESS FACTORS
  33. 33. @bernieborges #SignatureSpeakerSeries TRAINING
  34. 34. @bernieborges #SignatureSpeakerSeries ACTIONABLE STORIES
  35. 35. @bernieborges #SignatureSpeakerSeries “Marketing is Not One Department”
  36. 36. @bernieborges #SignatureSpeakerSeries Ice Cream Sandwich FRAMEWORK
  37. 37. @bernieborges #SignatureSpeakerSeries Take Aways Framework for cross functional marketing. Skills needed: Quant & Crayola. Storytelling: Authentic, Relevant, Actionable. Employees have the best stories. Success factors: Training, Actionable, Mindset
  38. 38. @bernieborges #SignatureSpeakerSeries with Bernie Borges socialbusinessengine.com twitter.com/sbengine facebook.com/socialbusinessengine/ findandconvert.com twitter.com/findandconvert facebook.com/findandconvert/ bernie@findandconvert.com twitter.com/bernieborges linkedin.com/in/bernieborges
  39. 39. @bernieborges #SignatureSpeakerSeries

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