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How-To Build Transformational Organization-Wide Marketing

Learn how to implement a Three-Layer Framework for organization-wide marketing success, featuring storytelling, cross-functional marketing, and employee empowerment. Discover key success factors and actionable strategies.

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How-To Build Transformational Organization-Wide Marketing

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  1. How-To Build Transformational Organization-Wide Marketing Bernie Borges

  2. 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. Topics Three-Layer Framework for Organization-Wide Marketing Cross Functional Marketing in Action Success Factors

  4. THREE lenses

  5. 1. Corporate experience. 2. Agency experience. 3. Podcast interviewer.

  6. Marketing Transformation

  7. The Deck is Stacked Against the Traditional Marketing Department.

  8. Demands from the C-Suite to demonstrate ROI are at an all time high

  9. Marketing is not the sole responsibility of a traditional marketing department.

  10. Cross-functional marketing is not an option

  11. Three-Layer frameworkfor organization-wide marketing

  12. Ice Cream SandwichFRAMEWORK

  13. Storytelling Three characteristics to effective storytelling: Authentic Relevant Actionable

  14. Authentic • 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.

  15. 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. 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. Ice Cream SandwichFRAMEWORK

  18. Employees Rule!

  19. Edelman Trust Barometer Year after year, regular employees – and particularly those with technical expertise – continue to be highly trusted sources of information. http://www.edelman.com/post/credibility-continues-come-employees/

  20. Ice Cream SandwichFRAMEWORK

  21. Marketing can harness employees’ storytelling potential.

  22. Skills needed: Part Quant

  23. Skills needed: Part Crayola

  24. It’s the role of marketing to be part networker.

  25. It’s the role of marketing to be part detective.

  26. It’s the role of marketing to be part journalist.

  27. Cross functional Marketing In Action

  28. 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. Cross Functional Marketing in Action • 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.

  30. Cross Functional Marketing in Action • 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.

  31. Cross Functional Marketing in Action • 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.

  32. SUCCess factors

  33. training

  34. actionable stories

  35. “Marketing is Not One Department”

  36. Ice Cream SandwichFRAMEWORK

  37. 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. with Bernie Borges socialbusinessengine.com findandconvert.com twitter.com/sbengine twitter.com/findandconvert facebook.com/socialbusinessengine/ facebook.com/findandconvert/ twitter.com/bernieborges bernie@findandconvert.com linkedin.com/in/bernieborges

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