A growing set of day-to-day practices used by the World's leading brand and agency teams. Examples from NASA, Intel, Airbnb, Starbucks and many more.

1. Practices at pace with marketing technology
@BRYANRHOADS - OPAL
SEPTEMBER 2018

2.
BRYAN RHOADS
DIRECTOR OF STRATEGY

3. @BRYANRHOADS@WORKWITHOPAL

5. M A R K E T I N G P R AC T I C E S AT PAC E W I T H T E C H N O LO GY
Marketing behaviors that transcend strategies,
promote collaboration and run modern brands.

7. THE MARKETING PROCESS
BRAND
EXPERIENCES
BUSINESS
NEEDS

8. of marketers report late campaigns or missed deadlines
89%
Source: Marketing Collaboration Index

9. are strategically misaligned
81%
Source: Marketing Collaboration Index

10. struggle with reviews & approvals
71%
Source: Marketing Collaboration Index

11. What Can We Change?
VISIBILITY ALIGNMENT EFFICIENCY
@BRYANRHOADS@WORKWITHOPAL

12. @BRYANRHOADS@WORKWITHOPAL

13. C H A L L E N G E
Social programming across agencies,
departments and space programs
@BRYANRHOADS@WORKWITHOPAL

14. Collaboration in the 1960’s
VISIBILITY

15. #eclipse2017
Strong Calendar & Weekly RoutineALIGNMENTVISIBILITY +

16. http://marketingcollaboration.com
VISIBILITY ALIGNMENT EFFICIENCY
Measure Yourself!

17. M A R K E T I N G P R AC T I C E S
More collaborative routines, new habits &
practices that keep pace with technology
TARGET

18. MARKETING PRACTICES
Plays in Your Playbook
Marketing is a Practice of Action. Marketing
Practices are useful behaviors.
More collaborative routines, new habits &
practices that keep pace with technology
CONTENT REVIEW STORY FORECAST CONTENT SPRINT
RUN OF SHOW CRISIS MANAGEMENT CMO REVIEW
WEEKLY COMMS SCENARIO PLANNING DAILY STAND-UP

19. BASIC PRACTICES

20. RUNNING THE REVIEW
1. Trending - Facilitator opens with what's trending/spiking. Welcome any guests.
2. Mini-Retro - Facilitator reviews performance of previous content - highlights & lowlights.
3. Priorities - Facilitator reviews Campaigns or Stories currently in Market. If this review is part of a Content Sprint,
then the Facilitator shares sprint priorities.
4. Round-Robin - Each Lead reviews content pending approval. Approver: Approve content or Decline with
comment. Dynamic calendars and screen sharing help facilitate collaborative practices like reviews.
5. Wrap & Notes - Call out action items & next steps - Send out Notes & Calendar
A FUNDAMENTAL PRACTICE THAT ENSURES OVERALL CALENDAR ACCURACY, VISIBILITY AND TEAM COHESION.
THE PRACTICE
A RECURRING SESSION THAT ALIGNS AND MOVES YOUR WORK FORWARD.
WHY IT MATTERS
EFFECTIVE REVIEWS SERVE AS A CENTRAL MILESTONE IN YOUR PROCESS. PRODUCE, REVIEW, REFINE, REPEAT.
ROLES
• FACILITATOR & SCRIBE
• CHANNEL OR CAMPAIGN LEADS
• APPROVER
Content Review

21. Intel’s War Room
ALIGNMENTVISIBILITY +

22. RUNNING THE SPRINT
1. Kick-off - Define sprint objectives and prioritize. Team commits to deliver assets and content types mapped to
the stories in the market. Sprint Owner assigns tasks to individuals, removes roadblocks and tracks progress.
2. Daily Stand-ups - 30 minutes or less. Some teams use Slack rather than a formal meeting to share daily updates.
3. Update Calendar - Owner updates campaigns and market opportunities. Use a central calendar, a shared virtual
space or on the wall.
4. Content Review - A weekly deadline that the team aims to meet. A one-hour session to review and approve
assets, content and copy of the sprint.
5. Retro - 30 minutes at the end of the sprint to review your process. Retro’s can be more about the process itself
rather than creative or strategy.
CONTENT SPRINTS ORCHESTRATE OMNI-CHANNEL STRATEGIES AS THEY REMOVE SILOS AND FOCUS RESOURCES ON OUTPUT.
THE PRACTICE
CONTENT SPRINTS ALIGN YOUR TEAM AROUND A ROUTINE THAT CULMINATES IN A CONTENT REVIEW.
WHY IT MATTERS
THE PACE OF THE MARKET REQUIRES AGILITY AND COORDINATION.
ROLES
• SPRINT OWNER
• CORE TEAM MEMBERS
• ANYONE CREATING THE “MARKETING MIX” - I.E. EMAIL, WEB, COPY, GRAPHICS, SOCIAL, ETC.
Content Sprint

23. Content Sprint (Run of Week)
ALIGNMENT

24. RUNNING THE FORECAST
1. Upcoming moments - 2 to 3 months out. Events, Campaigns, Competitive, Cultural, Seasonal, etc.
2. Round-Robin - Have each member report our on priority stories and moments they are proposing and owning.
3. Plot Calendar - In real-time, facilitator and scribe plot new stories, campaigns and market opportunities. Use a
central calendar, a shared space or on the wall.
4. Add Detail - Include key moments or milestones where possible. Call out opportunities. Note potential conflicts.
5. Finish - Obtain agreement. Each member should have a clear understanding of ownership and expectations.
6. Follow-up - Share calendar and publish notes to participants and stakeholders.
A STRATEGIC LOOK AT THE MARKET, WHAT STORIES ARE IN MARKET AND WHAT STORIES SHOULD BE IN MARKET.
THE PRACTICE
PERIODIC PLANNING THAT ADJUSTS TO THE MARKET, CHANGES IN CULTURE AND CUSTOMER BEHAVIOR.
WHY IT MATTERS
STORY AND CAMPAIGN REFINEMENT. MARKET-INSPIRED MESSAGING & REAL-TIME OPPORTUNITIES.
ROLES
• FACILITATOR
• SCRIBE
• STRATEGISTS AND CHANNEL LEADS.
• OPTIONAL: MEDIA PLANNERS. CROSS-FUNCTIONAL ROLES LIKE PR
Story Forecasting

25. M A R K E T I N G P R AC T I C E
Story Forecasting
PRODUCT LAUNCH
BRAND PROGRAMMING
PRODUCT INITIATIVE
EVENT
CAMPAIGN
TENTPOLE
More accurate planning,
consistent storytelling,
refinement based on
strategy across Nestlé
brands.
CHALLENGE BEHAVIORS
Quarterly Meetings
Visual Mapping
More than campaigns
Stories View in Opal
TECHNOLOGY
Make a spreadsheet and
send it around.
@BRYANRHOADS@WORKWITHOPAL
ALIGNMENTVISIBILITY + + EFFICIENCY

26. ADVANCED PRACTICES

27. C H A L L E N G E
High-regulatory requirements & governance
needs w/o content spoil
@BRYANRHOADS@WORKWITHOPAL

28. In-restaurant, traditional and digital experiences -
everyone on the same strategic page.
• Weekly Review
• Legal Routine
• Risk-reduction
EVENT
Legal Alignment
M A R K E T I N G P R AC T I C E
ALIGNMENTVISIBILITY +

29. C H A L L E N G E
Missed opportunities through inability to react
swiftly to culturally relevant moments
@BRYANRHOADS@WORKWITHOPAL

30. Scenario Planning
Real-time marketing that can keep Airbnb
contextually & culturally relevant
• 90% Forecasted
• 10% Real-time
• Upfront Research
EVENT
M A R K E T I N G P R AC T I C E
ALIGNMENTVISIBILITY + + EFFICIENCY

31. C H A L L E N G E
A/B Testing and collaboration across Media
Team, Creative, Social & Agencies
@BRYANRHOADS@WORKWITHOPAL

32. BEHAVIORS
Detailed Media Kits
Audience profiles
10 x copy & 6 x videos
Moments in Opal
TECHNOLOGY
Make a spreadsheet and
send it around.
@BRYANRHOADS
Media Kits
M A R K E T I N G P R AC T I C E
ALIGNMENTVISIBILITY + + EFFICIENCY

33. C H A L L E N G E
Campaign coordination & orchestration
without burnout
@BRYANRHOADS@WORKWITHOPAL

34. @BRYANRHOADS
Workback Plan
M A R K E T I N G P R AC T I C E
ALIGNMENTVISIBILITY + + EFFICIENCY
WEEK 6: Digital Intake & Alignment (Wed) Intake Form Director approves
STANDING MEETINGS DELIVERABLES RULES
WEEK 5: StoryTime (Strategy Review M/W/F) Social Strategy Director approves
WEEK 4: Social Content Kick-off (Mon) Calendar Changes require 4 to 6 week reset
WEEK 3: Social Concept Review (Tues) Concepts & Guides CD & Director approves
WEEK 2: Social Creative Review (Thu) Final Creative CD & Social Strategist approves
WEEK 1: Calendar & Media Align (M/F) Final Media & Calendar Calendar Locked, changes requireVP
WEEK 0: Daily Social Standup Final Assets & Publishing

35. M A R K E T I N G P R AC T I C E S
Workstream Need Behavior Technology
StoryTime
Build out campaigns &
Storylines
Strategist led review of
storylines. Director
approves.
Wall-Walk
Run of Show
CES Strategy & day-by-
day activation
Ascending storyline,
choreography and asset
creation
Spreadsheets
On the Fridge
Floating pre-approved
content
2-week moment calendar
w/ daily resets and
listening
Spreadsheet & Dropbox

36. Workstream Need Behavior Technology
Daily Brief
Activate internal
employees
Weekly debrief of brand
activity to
Email
or Slack
Celebrity Takeover
Celebrity social account
takeover
Storyline creation +
moments
Opal
Content Studio Geo shopper model
Content “pack” creation
and weekly delivery
Email & Dropbox
M A R K E T I N G P R AC T I C E S

37. M A R K E T I N G P R AC T I C E S
More collaborative routines, new habits &
practices that keep pace with technology
TARGET

38. http://marketingcollaboration.com
VISIBILITY ALIGNMENT EFFICIENCY
Measure Yourself!

39. Thanks