LeadershipinMedia:
HonoringthePast,ShapingtheFutureCMMA2016NationalConference
ConferenceChairs
JohnForte,Cummins DanMooney,Kohl’sDepartmentStores
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CMMASocialMediaStrategy BenjaminHamblen,CMMAMarketingDirectorGreggMoss:BankofAmerica,CMMAPresident Ourjobistointroduceourfirstsessionoftheafternoon.Wewantedtogiveyousomebackgroundandhistoryaboutwhywearefocusingsomuchonsocialmedia.
• In2015wecommissionedamarketingresearchproject.Outofthatproject,weeventuallyhiredGrowSociallytoengagemembersandprospectsandelevatetheCMMAbrand.
• WedevelopedaStrategicMarketingPlanspecifictoCMMAo Basedoncurrentstateanalysisandbenchmarkingo Executecontentplanandsocialmarketingeffort
• Unifymarketingacrossallchannels(Web,Social,Email,Event)• Growmembership,engagement,outreachfornext-generationmediamanagers• SupportCMMAMetromeetingstrategy
ActionssinceMarch2016
• EmailMarketingo GeneratednewHTMLtemplatesforemailcommunicationso Pushedconsistentcommunicationsscheduleforallevents(Metro,Regional,National)o Amplifiedemailcommunicationsacrosssocialchannels
• Websiteo Migratedcurrentsite,nowoptimizedformobileo Addedkeymodulestofrontpage(quicklinks,twitterfeed,upcomingevents)o MigratedBLOGfeatureontoCMMAwebsite(formerlyonseparatedomain)o ReactivatedtheCommunityPortalforsocialengagemento Increasedusageoftopgraphicalbannercarouselforeventmarketing
• SocialMediao Createdevent#hashtagstobettermarketandtrackengagemento FocusonTwitter,LinkedIntodrivetrafficbacktoourwebsite/blog
MeetingssinceAlbuquerque
• 11total• NY,Boston,St.Louis,NorthernRegion,EasternRegion,WesternRegion,Cincinnati,Charlotte,
SoutheastRegion,Minneapolis,Webinar
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SocialMediaEngagementResults
Whatdoesthismean?
• Socialmediaisallaboutexposure• ThemorepeopleseeCMMAtweeting,postingonFacebook,andengaginginLinkedIn,the
morewell-informedprospectsandmembersareoftheassociationANDthemoreCMMAinteractswiththem
• ThemoreCMMApostsonsocialmedia,themoremembersandprospectsseeandcometoevents
2017Goals
• MigratewebsitetoWordPressplatformo Improveeventscalendarlayouto Improvedvideocapabilitieso ImprovedBLOGfeature
• Co-brandedVideosandWebinars(CMMA/Partners)• NewCMMAmarketingvideo/memberspotlights• ContinuewithMetromeetingstrategy• Automatedmarketingapplicationtool
0204060
Twitter: Tweets, Mentions,
Followers
NumberofTweets Mentions NewFollowers
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SocialMedia:BuildandExecuteaStrategyforSuccessKarenDeWolfe,VicePresidentofSales,GrowSociallyWhetheryoulovesocialmediaorhateit,itdoesimpactyourworld.AboutMe
• 20yearsinmulti-channelmarketing• Earlyadopterinsocialworld• Marketingtechnologybackground• PiedPiperofstrategybeforetactic
WhatWeWillCover
• Whichsocialnetworksarethebestforbusiness• Howoftentopost• Howtofindcustomersandprospects• Tipsformanagingsocialmedia• Howtocreateasuccessfulsocialstrategy
Usesocialmediatostartaconversation.Socialmediaopensthedoortoadeeperrelationship.You’vegotstoriestotell,andyoucansharethemonsocialmedia.FastFacts(whichchangeeveryday)MonthlyActiveUsers
• Facebook1.6billion• YouTube1+billion(ownedbyGoogle)• WhatsApp:950million• Google+440million• Instagram430million• LinkedIn420million• Twitter325million• Tumbir230million• Pinterest110million
Everyoneweworkwithalreadyhasasocialmediapresence.Thisishowmillennialscommunicatewitheachother;theywillcontinuetousethesechannels.Questiontotheaudience:WhatdoyouwanttoknowaboutSocialMedia?Whatareyourconcerns?Responses:
• Createmeaningfulcontent
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• Understanddepthofmeaningbehindthe#o Researchthembeforeyouusethem!
• Howsocialcanblendthepersonalandbusiness,lossofidentifyinthat• Impactofsocialonlanguage• It’soutthereforeveryone;fearof“can’ttakeitback”• Peoplearenotmindfullypresentwhentheyareinteractingwiththeirdevices• HowwillIknowbestbangforthebuckforbusiness?• What’sthebestformatforcontent?• Tweetingbecomestrivial• Whatarethemeaningfulmetricsbesides“likes”
WhatIthoughtyoumightsay:• Youwanttobeonsocialbutyouaren’tsurewhattopost
o Needstohavevalue• Youdon’tcarewhatpeoplehadforlunchsoyouneedtoknowthevalue• Youdon’tknowwhatchannelstouse
o Youdon’twanttousethesamecontentondifferentchannelso Theyhavedifferentaudiences;differentpurposes
• Youwanttoknowhowpeoplehavetimetodoio Youcan’tnotdoit;youmustengageo Saturdaymorningbetween8and12isthemostactivetimeforsocialmedia
• Socialtechnologymovesfast!o Youwanttokeepupo Therearetoolstohelpyou
Howmuchofsocialmediauseispersonalvsbusiness?
• Moresocialthanbusiness• SomepeoplehavetwoprofilesonFacebook,oneforpersonal,oneforbusiness
o Butsocialmediasitescanfigurethatoutandtrytomergethemo Youreallycan’tkeepseparate;whensomebodyGoogle’syou,theywillfindboth.o Createsanimpressionyouaretryingtohidesomething,andtheywillgototheother
site.o Wearenotbusinesspeopleandprivatepeople,wearebothincombination.o Forplatformswhereyouaretryingtogrowafollowing,itcanbehelpfultohavean
identitythat’stargeted.Canworkifyouhaveaclearstrategy.o Ifthere’ssomethingyouwanttopostthatyouwouldbeuncomfortablehavingyour
businesscolleaguessee,don’tpostit.Let’sbehonest…
• Howcurrentareyourphotosandcontentinyoursocialmediapresence?
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• Anyofthesefamiliar?o Idon’thaveanonlinepresenceo Ihaveapresencebutdonotchangeitofteno Mysocialisforfriendsandfamilyonlyo Idonotengageo Idonothaveafullunderstandingofwhatitshouldbe!
Thenextchannelyougetonistheoneyourkidsareabouttoleave.Whatwecandoaboutit
• Payattentiontoyourprofileo Putwordsinitthataremeaningfulo SaythatyouareamemberofCMMA!
• Engageinallchannels• Engagementinameaningfulway• Beaproblemsolver• TellStories
o YouneedtomakeanemotionalconnectionWhatareyoutryingtodo?Youneedastrategybeforeyoupostanything.Andsomewaytomeasurewhetherornotyouaresuccessful.Whatareyoutryingtodo?
Goalsandobjectivesdrivewhichchannelstouse;whatcontenttopost.
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Whyisstrategyimportant?Whatshouldbeinourstrategy?Wheredowebegin?Whattodo
• Makesureyourprofileisconstantlyupdated,notstatic• Berelevant• Usekeywordsthataresearchable• Postthingsthatshowyourthoughtleadership• Cross-postonmultiplechannels
Brandsthatdoitwell
• Go-Prouseofvideo• Pampersstorytelling• Dove:emotionalconnection• Oreo:animatedGIFsandvideos
Theimportanceofinfluenceonsocialmedia:beaninfluencerHowcanyouinfluence?
• Homework:WhatcanyoupostthatwillmakeyouaninfluencersopeoplewillwanttojoinCMMA?
• Findpeoplethatyoulikeandrespondtoandemulatewhattheydo.Howtobeaninfluencer
• Beconsistento Consistentisperceivedtobereliableo Deliveratop-notchexperience
• Belikeableo Establishafriendlyrelationshipo Establishsharedinteresto Peoplehavetolikeyou,justasinperson
• Offersocialproof• Provethatothersareusingyourproduct/serviceandexperiencingresults• Givetoreceive• Ifwearegivensomething,wefeelcompelledtoreturnthefavor.
ChannelCharacteristicsLinkedin
• Business• Moreformal• Longerblogs• Stickierstories
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• TextbasedTwitter
• Widestaudience• Lessformal• Microblog• Movesfast!• Emotionalopinionated• Textbased• Shortattentionspan
Facebook• Knownfriends• Mosthumanized• Most“lockeddown”• LosingMillennials• Mostpersonalstories• TextandImagebased
Snapchat• Visual• Photobased• Pictureinference• Spontaneous• Notpreplanned
YouTube• Whereyouneedtobe• Videobased• Number#2SearchEngine• HelpsinSEO• Googleowns• Longerattentionspan
WhattopostoneachLinkedin
• Longerblogs• Industrytrends• Whitepapers• Engagewithspecificpeople.• Listen• Sentiment
Twitter• Picturesoffun• Picsofexpos• Interestingstoriesthattellyourvaluewithoutbeingaformaldocument.
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Snapchat• ExpoandEventpics• Fun• Quickinterviews• Customers“inthefield”
YouTube• Eventvideos• Customertestimonials• Educationalvideos• Videoblogs
Fivetipstostartmakingsaleswithsocialmedia
1. Haveastrategy2. Haveaqualifiedperson3. Tellstories4. Knowyouraudience5. Havealittlefun
Fourtipstoimproveyoursocialmediapresence
1. Prospecting2. Pre-callresearch3. Follow-up4. Maintainalong-lastingrelationshipwithcustomers
Howtogetothersinvolved
• Getyourwholeteaminvolved• Beinteresting!• Providetraining
Q&ATwittercanbeverynegativeandvitriolic.It’shardtoknowwhetherornottoengage.Dothesamethingyouwoulddoinperson.Howwouldyourespondtothisattackinperson?Youdon’twanttotakeitdown;youwantpeopletoknowhowwellyouhandleit.What’syouropinionoftrolls?Ithappensallthetime.Youcan’tbenastyback.Youhavetotakethehighroad.Youhavetoknowyourownskilllevel.It’seasytogetsuckedintoashoutingmatch.Sometimesyoudon’thavetosayanything.Engagementjustperpetuatesthecrisis.Yoursupportersmayrespondforyou.
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Canyoutalkaboutpostingvideoineachofthefivechannels?Youprobablyhaveregulationsaboutwhatyoucanandcannotpost.Butvideoisthemostconsumedmediatyperightnow.Thesameguidelinesaboutwhattopostintextapplytovideo.Videodoesnothavetobehighproductionquality(GROANSALLAROUND).I’mtalkingaboutlittleclips,notfullyproducedvideos.Youneedalltypes.Letmegiveyouanexample:YourCEOcomesoutfromameeting,turnsonhisphoneandravesaboutsomethinghejustlearnedandwantstoshare.What’syouropinionofmemes?Thesearelittleshortsentimentsorsnippetsofinformation.Idon’tusethemfromabusinessperspective.Usuallyalittlecampy.
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MembershipUpdatePattyPerkins,MembershipDirector
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MembersAttendingTheirFirstConference
• JaneJacobs–MayoClinic• RicharddeMartino,Merck• JessicaRasch–CityofSt.Charles,MO• AutumnSchinka–BestBuy• CaseyShannon–MomentsofHope• JamieSluder-Cintas
MentorProgram• Newmembersareconnectedwithacurrentmemberintheirhomeregion
o Guaranteedhelperatfirstconferenceforintroductionsandunderstandingwhat’sgoingon
o Encouragementtogetinvolved
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KeynoteAddress:LeadershipontheEdgeRobertSwan
• 1stpersontowalktoboththeNorthandSouthpoles• 900milestoSouthpole• Longestunassistedwalkevermade• Theseexperienceshelpedshapehisgoaltopreservethe
wildernessaroundthepole• LeadsexhibitionstotheSouthpole• Builtrenewableenergystationatthepole• UNGoodWillAmbassador• Todayishismother’s102thbirthday
Robert:Mymothersendsherlove.Imaginehavingmeas#7kid!I’mgoingtotellyouastoryaboutthepowerofstorytelling.It’sastoryaboutpersonalleadership.Youareallleaders,andifwearenotleadingourselves,howcanweaskotherstotakeusseriously.Let’sgetonethingstraight.I’mthefirstpersoninhistorystupidenoughtowalktobothpoles.Ihatewalking—I’vedonetoomuch.Minus83degreesFahrenheitisquitechilly.Perspirationturnstoiceinsideyourclothes.Andnoinsurancecompanyiswillingtocoverme.WheneverIstartoneofthesetrekspeopletellmeI’mgoingtodie.It’seasytobenegative.IthinkI’maliveforonereason:I’vealwaystriedtobethepositivepersonaroundthetable.Nooneisinspiredbynegative.ImagingwalkingacrossacontinenttwicethesizeofAustralia.Andthere’snomap.Youhavethreepeoplecarryinghundredsofpoundsontheirback,for70days.Youlosealotofweight.Andit’scompletelypointless!Yetwearereallyproudofwhatwe’vedone.Andbeingproudofwhatyoudoisveryimportant,WestartedatHeathrowairport.Youwon’tshower,orseeyourgirlfriendforayear.Here’sthequestion:WhydidIdothis?
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Itbeganformeatage11.Weshouldhaveadream.IsawaTVprogram,inblackandwhite,aboutAntarctica.Igotsuckedinandtheneverdreamneverleftme.IdecidedIwouldbethefirstpersontowalktobothpoles.Attheageof23Ihadtoraise$23,000,000.IthoughtIcoulddoitintwoweeks;ittookfiveyears.JacquesCousteauwasmymentor;hegavemecredibilityandhelpedmeraisethemoneyIneeded.Weallneedmentors.Weneededtobuyashipfortheexpedition.Boughtitforonepoundwiththepromisewe’dpayforitsometime.PrincessAnnecametoshowusoff.Thiswouldturnouttobethemostembarrassingmomentinmylife.Thepilottakescontrolofthewheel;thecaptainhasnocontrol.Ittakes20secondstomaketheshipgobackward.Weweregoingabittoofast;werammedintothedock.Peoplewerescreamingandrunningeverywhere.Thepilotwentbackwardsandrammedintothebridgeandtookoffachunk.Thecameraswererollingthroughout.Therewasabsolutesilence.
I’mabelieverthatyoucanturnmostthingsaroundifyouthinkcarefully.Igrabbedthemicrophoneandsaid:LadiesandGentlemen,thatwasademonstrationofourice-breakingcapabilities.WegotfrontpagecoveragealloverGreatBritain.PrincessAnnebrokethechampagnebottle,andwewereoff.Wehadtocarryeverythingwewouldneedforafullyearontheship,includingenergy.YouhavetogetinandoutofAntarcticabeforetheiceclosesin.Thenwehadtogetofftheship,andwewereleftaloneforayear.Wehavenoradiocommunications.NoiPhone7’s.Wehopetheshipreturnstocollectusinayear.
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Dreamscancometrue.SeeingthefirstpieceofAntarcticawasathrill.WebroughtourownlittlehomefromEngland.Imaginebeingtrappedinaboxforninemonthswithfourpeopleyoucan’tstand.Ibroughtfourpeoplewhowereverystrongpeoplewiththeirownopinions,notmyfriends.Onewouldmakeafilmofourexhibitionon8mmfilm.novideoyet.Heshotforayearnotknowingifasingleframewouldturnout.Anotherwasahighlyorganizedguywhomakeslistsdozensatimeaday.Anotherwasthemostnegativepersonontheplanet—theoppositeofme.Buttogetherwejustmightsucceed.Andwehadourowndoctor.Howdoyouholdittogether?Asaleaderchoosepeoplewhochallengeyou,pushyou.Wetoldeachotherthetruth,andwelearnedtohearwhatpeoplewerereallysaying,notwhattheywantedtohear.
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Wehadtocarryover300poundsoneachsled.GloomyGuywasournavigator.Istoppedleading;myjobistosupportthem.Servantleadership.Disciplineisnotmyfavoritework,butifwedon’tmanageourresources,we’redead.
Wemustcrossthesemountains,climbingfromsealevelto10,000milesabovesealevel.Lotsofcrevasses;ifyoufallthrough,youdon’tcomeone.Ifwefallbelow12milesaday,wedon’tmakeit.Wehadtofullytrusteachother.Whoeverisleadingthroughthecrevassesweallfollowedwithoutquestion.Notimetostopforafeedbacksessionanddifferentopinions.Trustmakesthingsefficient.Halfwaythroughwehadtodecidewhethertogoforwardorback.WewerestandinginanareathesizeoftheUSofAandwe’retheonlyonesthere.90%oftheworld’siceishere;70%ofthefreshwater,wearestandingonit.Ifwecontinuetomeltthis,weswim;it’sthatsimple.Ihopenoneofyouhaveeverstarve.Ihave.It’sstrangetothinkthathalftheworldstarveseveryday,andtherestofusthrowawayfood.Wedidfindourgoal.Ournavigatorgotitrightbecauseeverynighttherestofuswoulddiscusshowbesttokillhim.Hemeasuredonpapereverysinglenight.Hecheckedandre-checkedeveryday.
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Whenwegotback…ourshiphadsunk.Notthebestdayinmylife.I’vegotafewproblems.Noonewouldinsuretheship;I’mbankrupt.I’velostmyhome.IfailedJacquesCousteau.Butwehadmadeapromise.Wehavetofinishthejob.Askedthreepeopletostayanotheryearatourbasecamp.Garrettwasthefirstvolunteer.IgotarideonaUSnavyplaneandpromisedGarrettIwouldcomebackforhiminayear.AndIdid.Leadershipisaboutthinkingcarefullybeforeyoumakeacommitmentandthendoingit.Becausewho’sgoingtobelieveyouifyoudon’t.Wewalkedundertheholeintheozoneandthelightburnedoureyesandchangedtheircolor.TopayoffthedebtforthetrektoSouthpole,IdecidedweshouldwalktotheNorthpole.Ateamof8thistimefrom7nations.56days.IfyoufalldownanyofthesecrevicesyoufallintotheArcticOcean.
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Wehadtolearnpatience.OneofourinternationalteammemberswasJapanese.MyJapaneseisreallybad.HisEnglishismodest.Itworkedfinebeforewestartedourjourney.ButIknewoverthecourseofthetripIknewhewouldbecomeisolated.SoIbroughtcopiesofJapanesenewspapersanddoledthemouttohim.Thiswouldsaveourlives.…Wewereclosinginonthenorthpole.100milestogo.Ihatedit.Thentheunexpectedhappened.Ouricecapmeltsbeneathourfeet.Andweareover600milesfromshore.April7th;it’ssupposedtolooklikethisinAugust.Wearedead!IrealizedIwasn’tanexplorer,andIhatework.SowhatwasIreally.WhatIneededtobecomewasasurvivor.Survivorsdon’tseeathreatanddonothingaboutit.OurJapanesecompanion,comesoutofthetentonemorningandtellsmeI’malimitedleader.HeaskedmewhyIwasrunningonly24hoursaday.Wehave24hoursadayofdaylight.Wecanrun40hoursadayifweneedit.Keeplistening,people.Listentoallideas.Hisideawouldsaveourlives.OurAmericanlosthisheel100milesout;hehastokeepwalking.Andhedoes.Andwegotthere.
Thiswas1989.NoInternet;nomobilephonessmallerthanasuitcase.Howdowegetthismessageout?WemadeaprogramwithPBS.WegotasponsortodelivervideostoeveryschoolinGreatBritain.Thiswas27yearsago.
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JacquesCousteauthenaskedmewhatIwoulddowiththerestofmylife.Hegavemea50-yearmissiontopreservetheonlycontinentonearththatweallown.I’vebeenworkingonthatmissionfor25years.WeneedtoleaveAntarcticaalone,undeveloped.Hadtohaveastrategy,withdeliverablesalongtheway.Decidedtoengageintwoareas:youngpeopleandenergy.TheyoungpeoplechoseastheirmissiontomoveallthisjunkfromAntarcticathatwasleftbytheSovietUnion.Ittookfiveyears.MymothertoldmeIalsohadtorecycleallthisrubbish.WedidrecycleallofthisbackinEurope.1500tonsofsolidwasteremoved.Missionaccomplished.
Inyourworldyouhavetoadaptandchangeandberelevant.It’seasytothinkyou’rebeingrelevantandonedaydiscoveryouarenot.IrealizedIcouldnotpreserveAntarcticabybeingagarbagecollector.Ihadtobemoreofabusinessperson.TherealriskwasusingAntarcticaforenergydevelopment.Thathadtobemyrealmission.Iturnedfromgarbagecollectortorenewableenergy.Mymissionnow:
• Inspireyoungpeoplewhoarethevotersofthefuture.• Fightforrenewableenergy.• FocusonIndiaandChina.Theywillbetheempiresofthefuture.
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Thee-base.Aneducationcenterforteachers.Wehavesomanymorecommunicationstechnology.ThisismyhomeinAntarctica.Thisrunsonlyonrenewableenergy.-20outsideand70degreesinside—allonrenewableenergy.
VoyageforCleanerEnergy.Travelaroundtheglobetalkingtoyoungpeople.Solarpanelsonoursail,madefromrecycledcolabottles.
InDubai,IaskedthemtosponsorwomentogototheAntarctica.Theyagreedandsaidtosendthemthebill.Havebrought70womensofar.IlivedinIndiaforfouryears.Mostimportantthingistoberelevant.ItravelaroundIndiabybicycle.Visitedschoolsanduniversities.Builteducationstationsaboutrenewableenergy.IntheHimalayas.Theyprovidewaterfor1.4billionpeople.Andtheiceismelting.Haveeducationstationsinthemountains.
USA
EUROPE
UAE
INDIA
SINGAPORE
AUSTRALIA
ANTARCTICA
CAPE TOWN
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Threeweeksagowebroughtlighttoamonasterythathadneverhadany.Allsolar.IntheUSwebuiltaneducationstationintheBlueRidgemountains.Wehaveshownwecanmakeadifference.Theozoneholehasstabilized.Icealreadyinwaterdoesn’traisewaterlevelwhenmelted.Butwhat’shappeninginAntarcticaisterrifying.Hugesheetsarefallingintotheocean,whichdoesraisethewaterlevel.Wecanstopthisifweuserenewableenergy.Antarcticaiscomingtogetus,andifwedon’tdoanything,weswim.TheSouthPoleEnergyChallenge2016-2018Ourresponsetothischallengeisunfortunatelymorewalking.Thiswasnotonmylist.Trustme.We’regoingtodoitagain,anduseonlyrenewableenergy.Mysoniscomingwithusthistime.Ifwedon’tmakechanges,it’sallgoingtobeover.We’llusesocialmediatocommunicatethroughoutthisjourney.
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FastTrackSolutionsPattyPerkins,ModeratorWarrenHarmon,MayoClinicBillMarriott,SASJaneJacobs,MayoClinicBill:(Process)Discussiononprocessofusergeneratedvideo.Howisyourorganizationhandlingtheexplosionofmediagenerationfromwithinyourorganization?Wehavegovernanceoverallthecontentpostedtoourwebsite.Customer-facingwebsitesareachallenge.Wanttomakesureallvideoislegallyappropriate,technicalaspectsareaccurate(video&audioquality,encoding),andbrandcompliance.Brandcomplianceisthemostdifficult.Getstobekindofagrayareawithuser-generatedcontentthatwantstobeabitedgy.We’vebeendoingthisforayear.Fortunately,allvideothatisgoingtobepostedhastocomethroughourdepartment.Wewantedtobethecentralpoint;otherwiseourdepartmentwouldbemarginalized.Responses:
• Buildconsensuswithstakeholderssotheyhaveskininthegame• Don’tjustsaynowhenapprovingavideo.Useitasaleadershipopportunity• GetExecutiveLevelSponsorship.Youneedexecutivesponsorsforthevideoswhoare
ultimatelyresponsibleforthecontent.• Wehavenewbrandstandardsforvideoanddigitalcontent.I’vebeenproactivelysendingalink
topeopleaboutthesestandards.Tryingtogetaheadofit,sowedon’thavetorejectsomethingthatcomesin.Ifthey’vebeengiventheguidelines,thenwe’renotthebadguys.
• Youneedadvocatesorcatalyststhroughouttheorganizationwhoaresupportiveoftheguidelines.
• Buildconsensuswithstakeholderssotheyhaveskininthegame• Severalofourclientshaveabrandportalwithonlinetraining.Peoplehavetohavetraining
beforetheycanposttothewebsite.• Whatareyourboundariesonquality?
o Wecameupwithtechnicalguidelinesandpublishedthem.Wegetpeoplewhosaytheycan’taffordexternalmicrophones,forexample.Sometimeswehelpthemwithourstaff.Butifit’sgoingouttoourcustomersithastobehighquality.
• OnethingI’veseeniswehaveagroupthatproducesomethingaboutonceamonth.It’satimecommitmentforusascontributorsproliferate.
• Don’tjustsaynowhenapprovingavideo.Useitasaleadershipopportunity
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Warren:(Partnership)Howdoesyourdepartmentsupportthesocialmediapush?Doyoupartnerwithothersinyourorganization?Arethereothergroupsinyourorganizationwhoareproducingcontent?Responses
• WeareaCenterofExcellence.WehaveaSharePointsystemthatalsohousesalltheSOP’sandlegalguidelines.Thereareacoupleofsatelliteproductiongroupsinourcompany;theyfollowourguidelinesusingthesamelegaldocumentswedo.Wesharealotofresourcesandtalent.Wewentthroughthestagesofwhyisthereanothervideodepartment,butwe’vechosentoembraceit.
• WearealsoaCofE.Wearedoingthesamethingforwebcasts.Wehaveothergroupsaroundtheworld.Westandardizedtherequestprocessandwewantallwebcaststomeetthesamestandards.
• Thereareacoupleofothergroupsinourcontent.Wehaven’tyetpartneredwiththem,butwe’reworkingonit.We’vehadseveralmeetingswiththem;tryingtobeproactive.
• Wetriedtoestablishwho-does-what.Clearlydefinedroles,sopeopleknowwhichteamtogoto.
• Wealsohelpliftuptheproductionvaluefortheotherteams.Wecallthemallpartofourteam,eventhoughtheydon’treporttous.Haselevatedallcontent.
• Ourclientsaredifferentmarketingdivisions.Someofthemgotooutsideproductioncompanies.We’vehadsituationswheretheytookourproposalandsentitoutforbids.Theymanagedtogetalowerbidoutside.Wedecidednottofightit.Buttheycamebacktoustohelpthemre-edittheproduct.Internallywegettickedoffaboutthis,butexternallywesmileandaskhowwecanhelp.
• Wesetboundariesforwhatwedo,whatwe’regoodat.Weletotherworkgooutside.• Therewasaperceptionthatourmissionwaslimitedtoupperexecutives.Ittookussixyearsto
educateeveryoneandgetthemtouseus.• MediacontentissupposedtogothroughLegalandPRforreviewforstandards.Keepsusfrom
beingthebadguy.• It’sacontrolissue.Fearoflosingcontrolofbothcontentandquality.• OnecustomerwehadwhereIimplementedaglobalwebcastingsystem.Withinmonthsthey
had130producersthroughouttheorganization.Badlyneededsomecontrol.Theydevelopedtrainingandcertificationinordertobeabletoproduceawebcast.
• PurchasingorSupplyChaincanwatchforquestionableactivity.
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Jane:(Metrics)MetricsthatMatterWhataresomenewmetricsyouareidentifyingtoshowyourvaluetoyourorganizationandhowdotheyhelpdrivedecisions?
• UsingMetricstoTellValueStory– Everythingcanbemeasured,butwhichmetricsdrive
decisions?• DecisionDrivingMetrics
– Definegoals– Benchmarkcompetition(vendors)– Cost– Quality– Valueequation
• OutputMeasures– Howmany?– Howmuch(cost)?– Productivity(Time/each)– Devices/Channels
• Noteasy,butworthit• OutcomeMeasures
– Howmany(views,likes,shares)?– Droprates×
• OutgrowthMeasures– Behaviorchanges– Engagement(survey,interaction)– Conversion/Sales(Viewertocustomer)– BrandPerception
• Choosewisely– Datacansupportvaluestory– Pickmetricsthatwork;discardthosethatdon'tmoveyouforward
• Youcanmeasureanything,butattheendofthedayifitdoesn’thelpyoumakedecisions,
what’sthepoint?• I’minterestedwhereandwhypeopleconvertfromobservertocontributor.• Wehavetroublegettingoutclientstostateclearobjectivesfortheirproject.Wecan’tmeasure
untiltheyknowwhattheywanttoaccomplish.• Needclearlydefinedpurpose.Wewalkthemthroughtheprocessoftryingtodeterminewhat
theywanttoaccomplish.• We’redevelopingadashboardthatmeasureslotsofdifferentthings;clientscandecidewhich
metricstheyneed.
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• Fromtheuserside,ifyou’retrackingwhattypedevicetheyareusing,andwhatthedrop-offpointforwatchingvideo.Ifyouknowyouraudienceisusingphones,forexample,youmayneed3-minuteclips,notlonger.
• Diditchangetheirbehavior?That’saveryimportantmetrictoget—butnoteasy.• Needsomewaytomeasurebehavioronthejob.Lookatjobperformance…less
mistakes…moresales…nosafetyviolations,etc.• Wecreated40or50maintenancevideosthatourcustomercarepeoplearereferringpeople
to;theyhavereducedcallvolume.• Fromanoutside/in,arethevideowecreatedforexternalaudiencesansweringtheirquestions,
solvingtheproblem.• It’sallaboutvalue.• Costmetric:whatlevelofproductiondoyouneed?Aweddingcake,oracupcake?• Ifocusonthedrop-offrate.Whereisthekeyinformationinthevideo?Moveittothefront.If
youhavechapters,trackwhichchaptersgetreplayedmostoften.
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WhyStoryMattersShaneMeeker
I’mherebecauseIlovemovies,especiallyStarWars.Ialwayswantedtowriteamovie,andquicklyrealizedhowbaditwas,howbadlyitwaswritten.AnyonereadOutliers?MalcolmGladwellwritesaboutwhatmakesanexpert.Hedidaresearchproject,andtheresultswereinteresting.Twokeyfactorsmakeanexpert:• Howmuchpassiontheyhave.• Howmuchpracticetheyarewillingtoputin.o 10,000hoursrequired
SoIdecidedtostudymovies;theyaretheoneswhoteachusaboutstories.Iwantedtobeanexpertontellingstories.
• Storiescreatememorability.• EverythingIlearnedstudiedmoviesIcouldputtopracticeinthebusinessworld.Unfortunately,
tellingstoriesisnottaughtinbusinessschools.• Wecreateandstorestories;that’swhatwehumansdo.• Asmycompanyhistorian,Ialwaysaskretiringexecutiveswhatonestorydotheywanttoleave
astheirlegacy.LukeSkywalkershapedmylife.Itgotmedrawing.Mybackgroundisinindustrialdesign.IstarteddrawingbecauseofStarWars.Greatinterviewquestion:Tellmesomeofthestoriesinyourlifethathavemadeyouwhoyouare.That’sagreatwaytogettoknowsomeone.Iwasaskedtobethecompany’sHistorianbecauseItalkaboutstories.Nocompanycanaffordtheluxuryofrediscoveringtheirhistoryandculture.Thelessonsoffailuresandsuccesses.Ihaveapassionforhistorybecauseof…IndianaJonesandahighschoolhistoryteacher.Myhistoryteacherwouldhaveusputourselvesintheshoesofhistoricalcharactersandtalkaboutwhatwewoulddointheirsituation.AnotherchildhoodinfluencerformewasBatman.Ilovedthosestories!RobertMcKeedefinitionofstorytelling:Storytellingisthecreativedemonstrationoftruth,thelivingproofofanideaandtheconversionofideatoaction.
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Ifyoutellastorytosomeoneandthenaskthemhowtheywillthinkdifferentlyoractdifferently,andtheydon’tknow,itwasnotagoodstory.Smartphoneshavemoretechnologythanwhatittooktogetustothemoon.Theycomewithoutinstructionbooks.Weallfigureouthowtousethem.AllbecauseofSteveJobsaboutcreatinggreatinterfacewithtechnology.EmpathyGreatstoriesputusinthehero’sshoeswhatevereratheylivedin.Youhavetounderstandpeopletowritegreatstories.Understandhowtoreachtheheadandtheheart.ErnestHemingway’schallengetoaclass:Youcanwriteagoodemotionalstoryinjustafewparagraphsorwords.Theclassdecidedon6wordsandchallengedhimtowriteanemotionalstory.Hisstory:Babyshoesforsale.Neverworn.Whateverpeoplelookforinwhattheyreadisemotion;datahasnomeaningwithoutanemotionalcomponent.Example:Textinganddrivingisabadidea.Scienceandthedataiseverywhere.Teenagersdon’tlisten.Oneschoolputwreckedcarsintheparkinglotfortheschool’sprom.Themoredeeplywearecastunderthestory’sspell,themorepotenttheinfluence.Infact,fictionismorepotentatchallengingbeliefthannon-fiction.Muchofthetechnologyweenjoytodaywasinspiredbymovies.RobertGoddardbyWaroftheWorld.SionLake,submarine,inspiredby20,000LeaguesundertheSea,iphonebyCaptainKirk.Allstartedbywantingtochangethestory:
• Uberreplacingtaxicabs• Googlereplacinglibraries• Airbnb:nowbiggesthotelchainintheworldwithoutowningasinglebrick
StorageCapacity
• 1956:3.75MB• 2016:128GBsizeofyourfingertip• 30millionximprovementinsizeandprice
Youmightdoamagnificentjobofcreatinganamazingworldwiththebesttechnologyavailable.Butwithoutmemorablecharactersandemotions,youwillhavefailed.Greatstoriesareaboutthe“Who.”
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Therearemoviesthatuseeffectsinsteadofastory,butthegreatonesuseeffectstosupportthestory.Plotiswhathappened.Storyiswhatpeoplefeelanddo.Whatmoviesdoyouwatchmorethanonce,eventhoughyouknowtheending?It’sbecausewecareaboutthecharacters.ThePowerofaStory
• Emotionsinfluencedecisions• Storiesinfluenceemotions• Storieshaveagreatdealofpower
Pullapartthestoriesyoulike.Whatyoulikeinthemispartofyou…you’vegottorecognize,learnandpracticethosethingsbeforeyoucanusethem.PixarGoingAboveandBeyondMybestfriendSteveandIwerereminiscingaboutourfirsttripstoDisneyworld.Hetookhisyoungdaughters;scheduledamealwherethecharacterscometoyourtableandtalktoyou.WinniethePoohbreakfastbuffet.YoungestdaughterwantedtomeetTigger.Shewastryingtogetcatsupoutofabottle.TheairpocketdidgivewayandsplatteredalloverhernewwhiteshirtwithDisneycharactersonit.Shehadameltdown,ofcourse.Momtookherintothebathroomtospongeoffwhatshecould.Janitorcameinandaskedherwhathappened.Toldhershe’dberightback.Andbroughtheragiftcardtobuyanewshirtordresswherevershewantedinthepark.Thejanitorwaspaidforajob.ButtheDisneycultureistocreatemagic.Whatdoyoudoaboveandbeyondyourjobdescriptiontocreatemagic?Beggar:I’mblindandIcan’tsee. orIt’sabeautifuldayandIcan’tseeit.Createsempathy.Helpsputyouinhershoes.Hitchhiker:NeedtogettoTexas orMom’sforChristmasWhatyourstorieshavetodoismakepeoplecare.Ifyoudon’t,Iwon’t.Becauseoftechnology,peoplehavecontroloverwhatstoriestheywatch.
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TheTellerandtheListenerareequallyimportant.Thebraincanonlyfocusononethinganddoitwell.Thisiswhytextinganddrivingdoesnotwork.Timebecomesinvisiblewhenthestoryisgood.Whatisthecurrencyofstorytelling?TimeInform,inspireandengageI’mliterallytakingupoveranhourofyourmortality.IfIdon’tdeliveronthepromisetoinform,inspireandengage,I’vewastedyourtime.It’sanhonorwhenpeoplegiveyoutheirtime;theycannevergetitback.Askyourselfifwhatyouhavecreatedisworthpeople’stime.Memorytransversestime,soifyourstoryismemorable,itwillberetained.SocialMediaIfyouhaveagreatstory,peoplewillsenditeverywhere.Buttheycanalsostopit.RecipeforStoriesRecipesincludeIngredients+Directions
• ingredientsareobjectiveandeasytofollow• Directionsaresubjective;nodishwilllookortasteexactlyalike
Shameonyouifyou’veeverusedafirstdraftofanything.Writingtakespractice.Whatstorydoyouwanttocreate…
• Atimelessclassicthattouchesheartandsoulandsetsthebarforthenextgeneration.Andmakesmoney?
• Orastorythatmakesmoneybutfeelsformulaicandisdevoidoforiginality?Ingredients
1. Aheroa. Windowtothestoryb. Ifyoudonotlikethehero,thestoryisoverc. Ifyoudon’tcarewhattheherodoes,thestoryisoverd. Canidentifywithandhaveempathyforanti-heroes,too(BreakingBad)
2. Obstaclesa. Thelifebloodofthestoryb. Pushtheheroandactionforwardc. Weakproblem/weakstoryd. Jawsunderstoodthatthesizeoftheobstaclemakesthestory
3. Treasure:themotivationa. Gofivelevelsdeepb. Thedeeperyougothestrongerthemotivationc. Herohastobetomotivatedtodosomethingdifferent,tochange
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d. Havetoknowpeople;thattheyaremissingandwhattheyneed4. TheClimax
a. Biggestbarrierinastory:patienceb. Asthestorymovesyouhavetokeepaddinghigherlevelsoftensionc. Biggestbattleneartheendofthestoryd. Verytoughtodo;hardforsequelstooutdothefirst.Havetobeinherentlymore
interesting.Thisappliestothecorporateworld,too.e. What’shappeningnowmustbeinherentlymoreinterestingthanwhatjusthappened.
DougHeyes,TVWriter5. Transformation
a. Thechange;transformationb. Askyourselfhowyouraudiencewillfeeloractdifferentlyafterhearingyourstory.Ifyou
can’tanswerthis,yourstoryisn’tready.c. Havetoknowwhatpeoplefeelandthinknow,andwhereyouwantthemtogod. WizardofOz:Idon’twanttobehometoThere’snoplacelikehome.
StoryStructure101Allstoriesusethesameframework.
• Allcultures,alllocations,alltimes• Justdecoratethestoriesdifferently• Thehero’sjourney• Everystoryevertoldfollowsthisformula:
o Aheromustgothroughanobstacletogettoatreasure.• Anewinventiontochangepeople’slives,oranewwaytofilloutatimereport.Doesn’tmatter.
Hero…obstacle…treasureWhoseeyeswillyoutellthestorythrough?Havetokeepitpersonal.Choicebetweenandapositiveandnegativeisneverthestory.It’sthedilemma:bothchoiceshavegoodandbad,thetensioniswhattochoose.Whereisyourbrandinthestory?
• Youcan’tmakethebrandyourstory,oryouremovetheconsumerfromtheequation.• Theconsumerisalways,always,alwaysthehero.• Sowhereisyourbrand?TheMentor
o Mentorsappearrightbeforetheobstacleo Helpthemonthejourneyo Givethemsomethingo Hero(consumer)…Mentor(yourbrand)…Obstacle,..Treasure(product/service)
• Internalcommunication
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o Employeeistheheroo Youarestillthementor,helpingthemtomoveforward
Threethings
1. Storiescreatechange2. Makepeoplecare3. Beamentor...inspire
a. UnleashyourinnerObi-wanIdon’thave3secondstobebothered…butIhave3hoursforagreatstory.www.storymythos.comQ&AQ:10,000hoursofpracticetobeanexpert.Howcanwepracticemoreeffectivelytobegreatstorytellers?Pitchwritingisagreatwaytopractice.Theelevatorspeech.Helpsyoufigureoutwhat’simportant.Asummaryofyourstorythatleavestheaudiencewantingmore.Ifyougotontheelevator,andyourCEOgetsonasks:Whatareyouworkingon,andwhyisitimportant?Whatwouldyousay.HowtheCEOrespondswilltellyouhoweffectiveyourelevatorspeechis.DoestheCEOwantmore?Havetostudysomeofthecraftstuff,too.Boildownwhatyouwanttosayintoonesentence.Q:Youtalkedaboutsavingthebiggestobstacleortensionforlateinthestory.Ourdilemmainthebusinessworldiskeepingsomeone’sattentionlongenough.Howdowemanagethisdilemma?Useaflashback.Inthatupfrontquickversionasa“whatif”question(executivesummary).Youwon’tgivetheanswer,butyouleavethemwantingtoknowtheanswer.Ifyoucreateinterest,theywillfindthetime.Engagetheheadandtheheart.Q:IwouldlikeabitmoreclarityaboutstoriesthathavetotargetthousandsofpeoplefromthejanitortotheCEO.It’snoteasy.Youcan’tcreateamessageforeveryone.Butlookforcommonalitiesanddifferences.Canhaveaheroforeverylevel,butfindonemostpeoplecanrelateto.Imagineifyouhadthefreedomtocreateadifferentmessageforeveryonefirsttoidentifythecommonalities.Mayneedonelargemessagewithadjunctmessagesfordifferentgroups.
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MemberCaseStudy:ToroPartneringwithSocialMedia:TheBenefitsofInfusingSocialMediaintoyourMediaProductionsEricEllis,SocialMediaStrategyJoanKinsley,MediaProductionResourcesHowwe’restructured:
Joan:• mediacreation(video,liveevents)• reporttoHR
Eric:• reporttofinance• SocialMedia
Whypartnerwithsocialmediastrategists?
• Makemeaviralvideo!• Howdovideosgetseen?• Whichcomesfirst?Videoproductionofdistributionstrategy?• Measuresuccessandshowvalue• Helpreachtargetedaudiences• Usedatatoinformfuturevideostrategies• Usedatatoguideclientsduringproposals
PreviousVideotoSocialStrategy:
• Meetwithclients/Concept/brainstorm/ProducethevideowithMarketingTeam• Completevideo• PushtoSocial• Reach:36KVideoViews:8K
ClientDrivenVideotoSocialStrategy
• Concept/brainstorm/producevideowithmarketingteam• Socialpitchconcepttomarketing• Completevideo• PushtoSocial
SnowRantExample
• Myfirstprojectwithnewstrategy• Hyper-targetingthroughhyper-relevancy
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• Weshotvideoatallmajorsnowstorms• Reach:1.2MVideoViews:316K
AWDPandoraStationExample
• Allwheeldrivemower• Createdamusicvideo
o Youthinkhe’ssingingabouthisgirlfriendo It’sactuallyabouthismowero WalkerHill
• TheyactuallywantedthesongonPandorao Impressions:4.5Mo UniqueListeners:1.6Mo Averageminutesperlistener:62minutes
Wherewe’reheaded:CollaborativeVideotoSocialStrategy
• MPR/SocialConcepto Strivingforcollaborativeworkbetweenvideoandsocialupfronto Newproductlaunchcomingup;addErictotheteamupfronttoworktogetheronthe
creative• Co-pitchtoclient• Completevideo• PushtoSocial
Examples
• Safetyvideo,whichcanbeveryboringo Createdanengagingvideothatcanbeviewedwithoutsoundo Usedtitleso Seeingsomenicenumbers
§ Reach:620KVideoviews:277K• Lawn-BoyAWD
§ Havecharacterswhotalkoverthevideoandcommentonit• Peoplewatchthesamevideoseveraltimesjusttoseewhothenextcharacterwillbe
§ Verysuccessfulcampaign;peoplewatchedmorethanonceandtheysharedit§ Reach:3.1MVideoviews:1.5M
• DingoLifto Theask:DingoTX1000o Createawarenessofnewproducto Engagingexperienceo Focusoncapabilitieso Narrowaudience:landscapecontractors
WhatistheDingoTX1000?
• Verticalliftcapacityover1,000pounds
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• Engagedtheaudiencebypollingthemonwhatitemstheywouldliftweighed1,000lbs.• Buildingthesuggestions
o 7-secondteaserswiththeirsuggestionso logs,mywife’spurse,coffee
• Picked10real-lifesituationsandgotbacktothemtovoteontheirfavorites• Endedupwithfour
o Abouldero Manureo Paverso AnotherDingo
• Distributiono Doitlive?o Wantedtopushthelimitonvideotomarketo FilmedeachoneoftheseandpushedthemtoSocialwithinhourso Feltlivewithouttherisk
• Results
• Whatwelearned
o Clientswanttosolvereal-worldproblemso Practicemakeperfect.Rehearsedtheliftsinadvance.o Trustyourclient’sintuition:haveacontingencyplan
§ Didhaveaproblemwithliftingaboulder§ Clientnotedthisiswhywedidn’tdoitlive
o Sparkedaflurryofcuriousmindsacrosstheenterprise§ Usethistoouradvantagetoeducate§ EmployeeAdvocacyOpportunity?§ Peoplecametowatchtheproduction,someofthemforthewholeday
o Havelegalheavilyinvolved
2016 CMMA National Conference | October 22 – 25, 2016 | Memphis, TN @CMMA1 | #CMMAMemphis
ResultsContentPerformanceReach: 1.3MEngagements: 5,911VideoViews: 318,446
ContestAppPerformance
ContestTraffic:23,997
Entries:104
Votes:549
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o Intheend§ Engagedaveryspecificaudience§ Overaperiodof8weeks§ Usergeneratedcontenthelpeddrivethevideo§ Anotherclientwantstodosomethinglikethis
Q:HowlongwasthestrategyplanningsideoftheDingoproject?Actually,alongtime.DidthisayearafterthelaunchoftheDingo.1½yearstothefinalresult.Mostofthetimespentconvincingtheclienttodoit.Q:Wheredoesthisfitintotheoverallmarketingstrategy?Thiswasspecificallyproductawareness.Partofamuchlargecampaign.Producedsixvideosabouttheproduct.
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CMMAMemberCaseStudy:BillAnderson,WellsFargo
• Beenwithcompanyfor21years• I’maprintguy;butgotinvolvedwithvideoalmost
fromthebeginning• I’mprettyhorrifiedabouttheshowsweusedtodo
backthn,butwedidsomegoodthings,tooTheWellsFargoStory
§ Nationwide,diversifiedfinancialservicescompany§ 3rdlargestU.S.bank§ 70millioncustomers,serve1in3U.S.households§ 269,000teammembers—ourcompanyambassadors§ Visiontosatisfycustomers’financialneedsandhelpthemsucceedfinancially§ Morethan$1.2billioningivingoverlastfiveyears
CorporateCommunicationshaspivotedfromPRtoP+R(PublishingandRelations)
• Takeadvantageoftheopportunitythatnew,digitalchannelsprovidetobeourownpublisher• Sharecompellingstoriesthatdrivereputationalimpactwithallaudiences• Engageourstakeholdersmoredirectly
ThreeParts
1. Messaging2. Storytelling3. Engagement
a. SocialMediab. MediaRelationsc. ExecutiveAdvocacyd. TeamMemberCommunications
Theideafor“InsideOut”
• Impactfulstorieswerebeingpublishedinternally• Teammemberswanttosharethemwithothers• Allbehindthefirewall,sosharingwasnotpossible• Wantedtofuelafocusonreputationandstakeholderrelationships
InternalcommunicationauditTheChallenge
• Aimtoengageallteammemberstobebrandambassadors• Integratecommunicationateveryleveloftheorganization
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TheSolution§ Comprehensivecommunicationaudit§ Detailedimplementationplan§ Enhancedcommunicationgovernance,infrastructureandchannels
AuditResearchTechniques
• Survey• Focusgroups• Executiveinterviews• Stakeholderanalysis• Communicationinventory• Emailinboxanalysis
o Createdfakeemailaddressestoseewhatcamein• Messageandchannelanalysis
Theresearchidentifiedtheneedfor:
§ Greaterpredictabilityinhoweachtypeofinformationiscommunicatedateachleveloftheorganization
§ Strongercoordinationbetweencorporateanddivisioncommunicatorsandcleardefinitionofwhatiscentralizedandlocal
§ Increasedreachofcorporatemessagesandgreaterengagementtoencourageteammemberstobeambassadors
§ Multimediaapproachtocommunicationthatleveragestechnology,butdoesnotrelysolelyonit
§ Enhancedconsistencyandbrandalignmentwithinbusiness-communication,andstrongerconnectiontocorporatemessages
§ Moretwo-waycommunicationwithinbusinesses,ensuringteammemberscanvoiceopinions,askquestions,andreceiveanswers
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NewConsolidatedCommunicationsChannelsInternalChannel:Teamworks
• Primaryonlinenews&informationchannelforteammembers• “newspaperofrecord”• updatedwith2-3newarticlesdailyat9AMEastern• Breakingnewsandpressreleasesastheyhappen• Abilitytocommentonnearlyallarticlesenabledin2015
InternalChannel:TeamNews
• Internalnewsreleaseemailedtoallteammembersforurgentnews• Threedifferenttypes
o Teamnewso FromtheCEOo NewsSpecial:Wherewestand
InternalChannel:TeamLink
• Weeklyemailtoallteammembers• Consolidatesnon-urgentnews• Deliveredat1a.m.EasterntimeeachTuesday• Averageopens130,000;up400+%since2011
InternalChannel:TeamTV
• Broadcasts24hoursaday,sevendaysaweek,viasatellite• 20,000TVscreensacross
WellsFargofootprint• Programmingfromcorporateandbusinesses,bothliveandprerecorded
Channel Research: Current State
9
D I V I S I O NCORPORATE BUSINESS
Diversity
Human
Resources
Marketing
Corporate
Communications
426Vehicles
Few
Coordination Points
81 Electronic
Newsletters
102
Intranet Sites
9 Print
Newsletters
81 Standard
Emails
ConnectionsMagazine
TeamNews
Take5
WellsFargointheNews
LimitedManagerTools/Resources
BusinessInfoNotTiedtoCorporateMessages
Content, TT ii mm ii nn ggandCHANNELS Lack
CCoonnssiistteencyy andPredictab i l i t y
RepurposedCorporateInformation
Teamworks
Finance
Legal
Technology
& Operations
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• ManybroadcastsavailableusingWellsFargoonDemandInternalChannel:CEOTownHalls
• Companywideone-hourmeetings(withQ&A)o Televisedlivefromadifferentcityeachquartero Watchlive,TVrebroadcasts,downloadtocomputerforviewinganytime
ExternalChannel:WellsFargoStories
• Tellourstories—realstoriesaboutrealpeopleo Helpingourcustomerssucceed(45%)o Helpingourcommunitiesthrive(20%)o Livingourvalueseveryday(35%)
• www.wellsfargo.com/stories• LaunchedinMarch2014
Inviteallteammemberstoshare
• MakeiteasyforteammemberstoidentifystoriesthataresuitableforsharingThreequestionsweasktoevaluateideas
1. WhyisWellsFargouniquelyqualifiedtotellthisstory?a. Whyarewecoveringthis?b. Whatisourpointofview?c. Howorwhycanweexplorethisideainawayotherscan’t?
2. What’sinitfortheaudience?a. Whatvalueareweprovidingtothem?b. What’sthemostimportantthingforthemtotakeaway/c. Whatarewefocusingonandwhatarewenot?
3. Whatisourintention:educate,instruct,inspire,entertain,opine,etc?a. Howarewetreatingthisstorycreatively?
MeasuringImpact
• Tested33storiesfromWellsFargoStoriesforsixmonths• Eachmonth,respondentswereshownaselectionofstories,thenasked:
o Howcompellingdoyoufindthisstory?o HowmuchmoreorlessfavorabledoesthisstorymakeyoufeeltowardWellsFargo?
Results
• Clearcorrelationbetweenhowcompellingthestoryisandhowlikelyitistomakesomeonefeelfavorablyaboutthecompany
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• Internally,satisfactionalsoincreasedExecutiveSummaryOverallCommunicationStrategy
• Overallsatisfactionhasreachedanall-timehighof79%• Extremelysatisfiedratingsincreased7percentagepointsfrom2014,andareoverthreetimes
the2011baselinelevels.• Coordinationofcommunicationsimprovedforthethirdconsecutiveyearwithnon-U.S.ratings
slightlyhigherthantheU.S.ratings.• Communicationshelpteammembersunderstandthecompanycultureaswellasotherkey
objectives.• Sevenin10ratetheoverallvolumeofcommunicationsas“justright,”althoughtherearesome
differencesbytopic.• CEOTownHallsarenowanintegralpartofthecommunicationsculture.• Satisfactionhasreachedanall-timehigh
Coda:PostCrisis
• Channelstrategyremainsinplace• Messagingshiftingtoaccommodatecurrentneeds• Contentmixtobeevaluatedforpossiblerefinement
Q&AQ:Didyoudoyourauditinternally,ordidyouuseaconsultant?Wediduseaconsultanttohelpusdesignoursurvey.Nowwedoitallinternally.Q:Canyoutellushowyouusedyourstrategyforcrisiscommunications?Constantly.Usedallofthechannels.Createdasettlementsresourcespage.TeamNewsinternallywasveryimportant.Couldnotpretendnothinghappened.Sloweddownonthenumberofexternalstories,butweneverstopped.Willpickupwhenwethinkpeopleareready.PeoplewantedtoremoveeverythingrelatedtotheCEO.Butyoucan’trewritehistory.HewasourCEOforalongtime.We’llreplacethingsovertime,butwearenotgoingtodoacleansweep.Q:Whatadvicedoyouhavetohelpdrivepeopletoacceptyourstrategy?It’sallaboutrelationships.Alotofmeetings,presentations,reachingout.Aneducationcomponentalso,promotingthebenefitsofthenewportal.Alotofone-to-onecommunication.Q:FromadigitalcomPOV,howdoyoumeasurereachandengagement.
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We’rejustgettingstarted.Openedupthesiteforcomments.That’safirsttakeonengagement.Duringthecurrentcrisis,wedidnotopenitupforcomments;decidedpeopleneededamorecontrolledenvironmentforthat.Peoplealwayswanttoseenumbers,ofcourse.Wesharetrendsratherthanspecificnumbers.
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MediocreisJustAverageCarolWhitworth
• I’msoexcitedtobehere• Businessname:home• Helpbusinesschampiontheirpeople• Brandingfromtheinsideout• Knowwhytheycometoworkeveryday• WearenotaPRagency• Weareabouttruth;PRisaboutfluff• Notanadagency• Don’tstickplastersonthingstomakethemwork• TurndowncompanieswhoIdon’tthinkwillaccept
ourphilosophyAbouthome
• Inbusinessfor34years• 15yearsspecializingininternalcommunicationsandemployeeexperience• homeis#1intheUnitedKingdom• haveagreatteamofdesigners,strategists
mememe
• whatmakesmetick• whatIhate• whatinspiresme• differentisgood• design,matteroftaste?• Findjoy-everyday• I’munemployable—butalotofyouemployme• Idon’tgiveyouwhatyouwant;Igiveyouwhatyouneed• Iamproudtobeacoalminer’sdaughter
o Itencouragedmyquirkinesso Iwantedtotouchpeople’sliveso SinginapopularUKband
• EverydayItrytodothingsbetterBrillianceismoreinterestingMistrustoflargecorporationstoday
• Destroyingtheearth• Cookingthebooks• Greedy
ThepowerofthecollectivevoiceonSocialMedia
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PurposedrivencompaniesarewhatMillennialsarelookingfor
• Buildtrust• Enacttheirvalues• Fosterpositivedialogue• Authenticity
Inspiringideaschangetheworld
• Theworldmostpopularmediaownercreatesnocontent(Facebook)• Theworld’slargestaccommodationsownnobricks(AirBnB)• Largesttransportationownsnovehicles(Uber)• Igetinspirationfrommeditation…boringmeetings…whilesleeping…inthebathroom
ENVIROtechCleaningServices
• Wantedtochangetheirname• Changedto:
o Serious **ithappens• Brandneverfailstoopendoors• Grew75%in12months• Daretobedifferent!• Everyoneiscreative
ThingsIhate:
• Powerpointo It’satiredtoolo AvoiddeathbyPowerPointo Toomanyslides,toomanywordso Aviciouscircle
§ Badpresentation§ Poorcommunication§ MORE
o LloydsBankingGroup§ WantedaPPtohelpsellbusinessinsurance§ Createdaninspiringvideoinstead§ CostalotmorethanaPPbut…§ Made30timesmorebusinessforthem
Ialsohate
• Graphicaldevices• Motivationalposters• Boringcorporatevideos
Theworlddoesn’tneedtobethisbland!Theworlddoesn’tneedtobethisbored!
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• SafetyinstructionsonairplanesEverythingshouldbecommunicatedassimplyaspossibleDrawingpicturestocommunicatecanbeveryimpactfulwaytoexpressideasOureyesarethetoolsthatmakesenseofinformationDon’tbeafraidtobreaktherulesKeytakeaways
• Disrupt• Trustyourinstincts• Differentgetsnoticed• Bebrave• Listentotheexperts• Havefunintheprocess• Lessismore• Goviralforgoodreasons• Okaytousekids• Livereverydaylikeit’syourlast• Nothinggreateverhappensinthecomfortzone• LookinyourheartwithJoy
Q&AQ:Iwanttoworkforyou.Iwanttobethefirstpersonintheroomtosayit.IlovetheUK.Itmightworkout.Howdoyoutalkyourclientsintothesethings?Woothemanywayyoucan.Theyeitherloveitoryouhateit.Iwalkawayfromthosewhodon’twantit.Ifyoubelieveinyourideas,otherpeoplewilltoo.Q:YousaidyoudonotlikePowerPoint.AreyouusingPPforyourpresentation?Ihavetouseit.ButIdon’tlikewordslides.Iuselotsofpicturesandvideos.Q:Ithinkthereasonyouresonatewiththisgroupisthatweallwantthatmomenttosaynoandtheninspire.Haveyoueversaidyesandwishyouhadn’t?Ihave.ThetimesthatI’vedonethatI’veneverworkedforthemagain.Wechasehappyclients.Sayingnoissopowerful.Ifyousayyesforthemoney,it’snotgoingtowork.Q:WhatIheardtodayiscouragetochange.Soundswonderful,butnoteasytodo.Haveyoueversaid,No,but…?Howdoyougetpeopletothinkdifferently?
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Wesometimesrespondwithtwoideas:onethattheyaskfor,onethattheyneeded.WhenIshowthefirstthing,theylikeit.Firstreactiontomysecondideawas,BloodyHell,Carol!That’swhatweneed!Ihavesaid:We’lldowhatyouwant,butpleasedon’tholditagainstmewhenitdoesn’twork.Q:Whenyouchoosepeopleforyourteam,whatdoyoulookfor?Ilookforpositivepeoplewhoareambitiouswholistenaswellasarenotafraidtospeakup.Iftheyareverycreativeandcanwritegreatcopy,evenbetter.
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UsingPersonalityToolswithyourTeamStrengthFinder&MBTIJohnForte,CumminsTeaser:Iwalkedacrosstheroomandthereitwasinblackandwhite…Howdoyoubreakapartateam?
• Age• Experience• Management• Global• Gender
Atsomepointyourealizethisismeaningless.Background
• I’mfascinatedbyideas• Findconnectionbetweendisparatephenomena• Drivesmystaffcrazy• Thisisinnate,notcultivated• Therearewaystolookatyourteamanddeterminehowyoucanworktogetherbetter
StrengthFindervsMeyersBriggs
StrengthFinder• Yourstrengthsgountapped• Spendallyourtimefixingyourshortcomings• Shouldfocusondoingwhatyoudowell
MeyersBriggs
• ProvidesyouwithapersonalizeddescriptionofyourpersonalitypreferencesStrengthFinder
• My5topstrengthso Strategic:sortthrouhtheclutter;seepatternso Ideation:fascinatedbyideaso Maximizer:transforming,creatingexcellenceo Intellection:liketothinko Posivitity:enthusiastic;generoustopraise
• Consider…o Harmony:doesnotlikeconflict
§ Wantseverybodytogetalongo Belief:drivenbycorevalues
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o Arranger:aconductorathearto Activator:Whencanwestart?
MeyersBriggscategories
• ExtrovertvsIntroverto Isyourenergydirectedoutwardlyorinwardly?
• SensingvsIntuitiono Preferusingyoursensesorperceivingpatterns?
• ThinkingvsFeelingo Areyourconclusionsreachedonlogicoremotion?
• JudgingvsPerceivingo Doyoupreferclosureorflexibilityandspontaneity?
CorporateCommunicationsMBTI
• Madeachartwhereeveryonefitintothe16profiles• Canbeavaluabletool,perhapsmorefortheindividualthantheteam• Didnotreallyimpactus
o Hardtorememberwhateachother’sprofilewaso Andwhattheimplicationsofeachprofilewere
JillWeilerExample
• Joinusacoupleofyearsagoasourfinanceperson• Asasmallstaffwe’realwayslookingforwaystomaximizeourtalent• Sheisalsoflourishingasaproducer• Lovesanimalsandhasalotofdifferentkinds• Well-rounded,smart• Butalwaysjumpedtothequickestsolution.
o ItriedtocoachherbasedonwhatIthoughtweneededo Notwhoshewas
JilllivesinaworldofblackandwhiteIliveinaworldwherethey’reamillionshadesofgray—andtheyareallimportantNeitherisgoodorbad;we’rejustdifferentIthelpsusunderstandeachotherandaccommodateourdifferencesDifferencesarenotwrong!
AudienceComments:
• InoticedaftertakingStrengthFinderasecondtimefiveyearsafterthe1sttimethatchangedsomeofmystrengths.
• MeyersBriggsiscomplicated,andit’shardtorememberwhattypeeveryoneis.WeusedtheDiscProfileinsteadofMeyerBriggs.
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• Ifthere’sonethingthatIlovemorethanwhatIdoforworkisaviation.IreadabookaboutCrewResourceManagement(CRM)foraviationthatisalotlikeMeyersBriggs.
• Ifyoureallystartthinkingaboutyourteamintermsofprofiles,youneedtofocuslessonwhatthepersonisgoodatandmoreonhowtheycanbedeveloped.
• Youdon’twanttopigeon-holepeople.Andpeoplecanhaveadifferentprofileatworkandathome.
• Havetohaveempathyandcompassion.Thesetoolscanbeusedasaweapon.Usethemtobuildrelationships,nottearthemapart.
• It’sonlyatool.• Ifoundmybottom5strengthsmorevaluablethanmytop5.
Q:HowdoyoukeepthesetestsfrombeingtheFlavoroftheDay?Howyouimplementit.Whatyoudowiththeresults.Howyouinvestandmaketimeforthisisdefinitelyachallenge.Youhavetohavepassionforit,andshowbenefit.Q:Iamaskeptic.Doyouhaveanyevidencethatthesetestshavehelpedyourteam?Theycouldbeusedtodiscriminate.WithJill,wekeptbangingheads.Aftertakingthesetests,Iwasbetterabletoseeherasapersonandembraceherdiversity.
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TellingStorieswithNewTools360VideoDaveClark,CumminsI’dliketosharemyjourneyinto360video.Why?
• Somethingnew• Giveaudiencenewinteractiveexperience• 1stprojectseemedtofitthescenario
Firstpossibleproject
• Supportasalesconferencewheretypicallytheyhaveadriverandaride-along• 200participantsthattheywantedtogetintotrucks;notpractical• ConsideredusingGoProcamerasmountedinthetrucks• Didnotsuccessinsellingourconcept
Howwesolditthenexttime
• LivingintheStory:thinkinginsidetheball• Up,down,leftandrightaction• Viewcanlookanywheretheywanttoatanytime• Useaudiotodirecttheviewer• Hadanewbuildinggoingup,andclientwantedtogivepublicatourbeforeitwasfinished.
TheGear
• Hadtofigureouthowtodothiso Prototype1Learnedtheimportanceoflensesanda
solidmount
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o Prototype2
§ Videoalittlebetter,butnotwhatwewantedWhatwepurchased:Freedom360
• Freedom360• Alsoconsideredtheseoptions:
o RicohTheta;poorvideoqualityo 360fly:240degreevideoo NikonKeyMission360:comingouttomorrow.It’sonly
$500,John.o Franken360
PostProductionSyncingStitchingColorRenderSyncing
o ConsideredVideoStitcho ChoseAutopanoVideo(APV)o Usedclappingmethodtotweakeachshoto Maneuvercameraanglestomatchedgesofeachshotascloselyaspossibleo Nicethingaboutvideoisit’sonlythereforamoment;thenit’sgone
Graphics:Skybox
o Addgraphicso Coverupyourtripod
Resources
o Kolor.comorGoPro.como Mettle.como 360Forums(360fly,URVR)o AlexPearceProductionso Jeremysciarappa.com
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Inspirationo YouTube360–TahitiSurfo With.ino CorridorDigital–Where’sWaldo?o VirtualRealityReporter
Inanutshell…Thinkinsidetheball.Whatdoesviewergetfromtheexperience?PatiencewiththeprocessComment:Tothosewhoareexperimenting,there’sanothercameraoutthere,Panano,thatyousendthefootagetothecloudandtheystitchittogetherforyou.It’sreallyeasy.
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Cloud-basedInteractiveVideoTomDensmore,QCenterEverythingoldisnewagain.Similartotheoldlaserdiscweusedinthe80’s.Ofcourse,thetechnologyhaschanged.Whyinteractivevideo:
ATaleofTwoApplicationsThesearethevendorsweconsidered:
• Touchcasto Accenturealreadyhadalicensewiththisvendor.o Designedtoallowuser-generatedcontento BasedontheconceptofaprimaryvideowithlinkstovAppso Wedidn’tlikeit.
• RaptMediao Wehadtoconvincethemtoletususethiseventhoughtheyhadalicensefor
Touchcast.Touchcast
• vAppsallowyoutolinktoavarietyofcontent• vAppsenticetheusertojumpelsewhere• Thingsappearviewercanclickon• Interactivityisexposedanddivergentfromcontent• Previousvideostopsandappearsinasmallbox.• Cangetmultiplewindowsopenandit’sconfusing• AppearanceofvAppsisnotcustomizable• Linkscanovershadowthecurrentcontent
Rapt
• Enablesyoutocreatepersonalizedchoice-basedbranchingvideocontent• Provideyouwithtoolsandresourcestodesignandbuildcompelling,measurableuse
experiencesthatimproveengagementandinformationretention• Analyticsofferactionableinsightsforeachexperiencethatyoubuild
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o ExistingvideoKPI’so NewKPI’suniquetobranchingvideo
§ TotalPlays§ UniquePlays§ TotalPlaysperNode§ AverageNodesPlayedperSession§ TotalLinkOuts§ AverageTimeonProject§ AveragePlaysperUser§ PlaysperCountry§ PlaysperDevice§ PlaysperBrowser§ PlaysperOperatingSystem
SaaSSolution
• ThevideoisdeliveredbyRAPTMedia’sCDN• Publishingpagegeneratesanembedcode• NeedsawebpageandInternetconnectivitytouse• ThevideoisaniFrameonthepage
ThreekeydifferentiatorsforRAPT
1. Viewersneverneedtodownloadaseparateappa. Greatformobileapplications
2. Drag-and-dropcontrolovercontent3. Analytics
a. Lotsofwaystocutthedatab. Feeddataintosoftwareyou’realreadyusing
Showcase
• Deloitterecruitingapplication• PrisonOfficialtraining(,RADAwardWinner“2016WorkoftheYear”
o Neededtohiremorepeoplebuthadtoomanyapplicantso Didn’treadtheinformationaboutthepositiono Thisapplicationextendedtimeonsitefrom8secondstomorethan8minutes
• AccentureRecruitingGameo Ourfirstattempto Notallthatdeep,butit’sbeensuccessful.
Q&AQ:Howdidyoupushoutthistool?
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GotembeddedonAccenture’srecruitingsite.Q:Howdidyoutrackengagementwiththisapplication?We’renotfarenoughalongtohavethatdatayet.Happywiththeclick-troughs,andpeopleplaythegame,butthere’snotthatmuchmoretoit.
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Management&TechnicalTopic-Go-RoundJohnForte,Cummins,ModeratorQ:Streaming360videolive?
• AproductcalledSphereisoutthere.About$3000.Q:Howmanypeopleareworkingwith360?
• (Aboutahalfdozenintheroom.)Q:On-camerainterviews.Doyoutapethemoff-camerawatchingtheinterviewer,ordirecttothecamera?
• Wejustfinishedavideowherewewantedresponsesdirectlytothecamera.Itwasachallenge.Wedidn’tuseteleprompter.Tookawhiletogetnon-professionaltalentcomfortable.Doesbringadifferentfeeltoaprogram.Morepersonal.Didshoototheranglesforcover.
• Itdependsonthecontext.Forinformationalcontent,we’lldooff-camerainterviewer.Calltoactionwe’lluseateleprompter.Ifyoutapeanaccountant,however,theystilllookattheirshoes.
• Riskofpersonlookingdirectlytothecamerawillkeeplookingofftotheside.• Ilikedirect-to-camerabutit’smorechallenging.It’snotgoodtogofromdirectcameratooff-
camera.Morethanoneoff-cameraislessjarring.• Weusedamirrorsystemsotheinterviewer’simagewentdirectlyintotheteleprompter.That
workedreallywell.• I’vealwayslikeddirecttothecamera.Ifyouuseoff-camerayoushouldoccasionallyshowthe
intervieweraswellforcontext.Q:Fromtheaudienceperspective,doesanyoneevercommentononeformatortheother?
• Inmyexperienceifwedon’thearanything,it’sacompliment.• Dependsonwhetheremployeesarecomfortablelookingatthecamera.Iftheylookawkward,
theaudiencegetsuncomfortable.• Off-camerainterviewer99%ofthetimeyoucanengagetheintervieweeandtheywillforget
thecamera.• Whenyou’relookingoff-camera,yougetnon-verbalfeedbackfromtheinterviewerthathelps
theinterviewee.Q:Whoisusing4K?IsthisthenextHDornot?Willweallneedtogoto4K?
• Welovetheideaofit.Butwe’renotgoingtoshooteverythingwithit.Dependsonhowmuchinformationweneedinpost-production.
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• IhadabigargumentbecausemyDPwantstoshooteverything4Kraw.Filesarehuge.Butonceyougethookedbytheflexibilityinpost,youwanteverythingshotin4K.It’sworthit.
• Icangetmyexecutivesoncameramuchmorequicklywith4Kandfixitinpost.Youdon’tloseanydata.
• Wehavebeenusingitforabout4years.Nobodyisshootinganythingbut4Know.Youcanmakeitlookanywayyouwant.
• Entertainmentindustryisexpectedtoallgo4K.• Menusfor4Kcamerasaremind-boggling.Canshootsomereallyawfulvideothattakealotof
workinposttofix.Needtodeveloppre-sets.
Q:Wasthereabigadjustmentinyoureditsuitestohandle4K?• Weseparate4Kfromtherestoftheworkflow.• WeeditinPremiere.Wemakealowerresolutionproxyforpreliminaryedits.
Q:IsthedifferencebetweenHDand4Kthatdramatic?
• 4Kisaboutthelimitofwhatyoucanperceivewiththenakedeye• Machinescantellthedifferencebetween4Kand8K,butwecan’t
Q:Howdoes4Kaffectyourstreamingcapabilities?Noteverybodyhasahugepipeline.
• Idon’tthinkanyonedistributesin4K.DistributeinHD.• 4Kforeditingflexibility• 4Kwouldbecompletelylostonus.
Q:HowdoIgetmyclientstobringusinearlier?
• Howtogetotherdepartmentstobringusinearlyenougho Anissueforallofus.CMMAhadaconferencethemecalled“GettingaSeatatthe
Table”o Ultimatelyit’saboutbuildingrelationshipso Theonesthatarenotbringingyoutothetable:helpthemunderstandwhat’sinitfor
themiftheydobringyouinearlyo Cultivatechampionso Thecharacterofyourbossiscriticalo Webcastinghastakenoffforusandgivenusopportunitytobuildrelationshipsthrough
coachingtheexecutivepresenterso We’reinapositiontomakepeopletolookreallygood.Wehavedifferentkindsof
relationshipswithexecutivesandit’sanopportunitytobuildtrust.Q:WeneedtoreplaceourProjectManagementSystem.Whatarepeopleusing?
• WeuseSharePoint.Notaperfectsolution,butitworks.
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• WealsouseSharePoint.Webroughtinanoutsideconsultanttohelpuscustomizeitforus.Atfirsttoughforourteamtoadopt,butit’sagoodtool.About$25,000investment,plusanother20Kinimprovement.
• WeusedtobeonScheduALLandhadtomoveoffitforsecurityreasons.IaskedforinputfromCMMA.WechoseXytechMediaPulse.LookedatStudioSuitealso,whichwasquiterobusttoo.
• LiquidPlanner.Designedforentireoffice,notjustmedia.Goodforplanningouthowmuchtimeprojectswilltake,andpushingdatesifnecessary.Don’tknowaboutintegrationwithotherapplications.
• TimeFox.Schedule,sendcalendarnotices,trackdeadlines,freelancershaveaccess.Greattoolforus.UseGooglecalendarsalso,andtheyshowupinOutlook.
• ShowManager.Veryvideo-centric.Q:Isanyonestartingtouseandflydrones,nowthetheFAAhasreleasedrules?
• Wedidourfirstdroneflightthisweek.We’rewithin5milesoftheairport,sowehadtobeincontactwiththeairportthroughouttheshoot.
• Youcanusecommercialpilotstoflydrones;worksoutwell.• Dronefootageaddsgreatproductionvalueforlittlecost.• Dronepilotsneedtobecertified.• ReachouttoKimCloutmanfromCMMA.Theydoatonofdroneworkforrailroadfootage.
Q:Anyoneawareofanaudienceresponseproductthatwillscoredataimmediately?
• OptionTechnologiesinterfaceswithPowerPointorstandaloneonsmartphones.
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SocialMediaWrap-upKarenDeWolfe,GrowSociallyFastfacts
• 58%ofseniormarketingexecssaytheywillcarveoutabiggerportionofbudgettodedicatetovideointhenext12months
• Facebookreported8billionvideoviews.Aday.• Ciscopredictsthat80%oftheworld’sdatatrafficwillbeVIDEOby2020
Noonemorerelevantrightnowthanyou. WhatIlearnedabout#CMMAMemphis
• Chooseapeoplenotlikeyou.Itcouldsaveyourlife.• Alittlelessinformation,alittlemoreinspiration.• Bethemostpositivepersonatthetable• Storyisanemotionalhooktomakeyouwanttolearnmore• Makemecare.Ifyoudon’t,Iwon’t.• Beamentorandinspire
Whatelsewillyoutakeaway?
• Bestgiftyoucangivesomeoneelseiscredibility• NothinggreathappensMORE• Disrupt• Don’tchasethemoney;chasetheoutcome
Thisisthekindofcontentyoushouldposttosocialmedia.Onesentencecanchangeyourday.Don’tjustreportnumbers..However…
• 981tweets• 76people• 262,908usersreached• 1,180,575impressions(howmanyeyessawourposts)• …andthenumbersaregrowingbythesecond!
Thisisthekindofstuffyourpotentialmemberswillsee@CMMA1statisticsfromtheconference:Tweetimpressionsup30.5%Profilevisitsup83.6%Mentionsup283.3%Followersup45
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Aftertheconference:Importanttocontinuepostingaftertheconference.Don’twantahugedrop-off.Connectwithothermembers.Twitteranalyticsexplained:
• Tweets:Howmanytweetsweresentout• People:HowmanyindividualTwittersuserstweet• Reach:Totalamountofallusersmentioning#CMMAMemphisandtheirfollowers
o AKAhowmanypeoplehadthepotentialtosee#CMMAMemphistweetsontheirnewsfeed
• Impressions:HowmanytimesTwitteruserssaw#CMMAMemphisontheirnewsfeed• ProfileVisits:HowmanytimesindividualTwitterusersvisitedthe@CMMA1Twitterpage
duringtheconference• Mentions:HowmanytimesTwitterusersincluded@CMMA1intweetsduringtheconference• Followers:HowmanyTwitterusersfollowed@CMMA1duringtheconference
TellStories!
• Membersareengaging• Engagement=moreawareness=moremembers!• Theyaregettingvaluefrombeinghere• OthersoutsideofMemphisareseeingvalue• Potentialnewmembers• Vitaltolongevityofassociation• Youarerelevant• Youshouldhavebeenhere!• Wehadgreatpresentations• Thisisacoolorganization• GivesCMMAcredibility
Top3Posts
1. MichaelNagel:Thankstothemembersof@CMMA1forinvitingmetotheirnationalconference.Theirquestionswereawesome!
2. RachelKennedy:Choose#peoplewhochallengeyou,irritateyou.Tellthetruthtoeachother.#growth#servantleadership@RobertSwan2041@cmmaMemphis
3. LeighAnneBishop:#cmmaMemphishappytobeinMemphismeetingnewmediafriends.LookingforwardtoRobertSwan’skeynoteaddressMondaythe24th.
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OtherhashtagsusedinMemphis
• UsehashtagsthatareimportanttoyouandtotheAssociation
Lookwhatweaccomplished:MemphisTrends:#2Whatdoesthismean?
• Socialmediaisallaboutexposure• ThemorepeopleseetheCMMA
audiencetweeting,postingonFacebookandengaginginLinkedIn,themorewell-informedprospectsandmembersareoftheassociationandthemoreCMMAinteractswiththem
• ThemoreCMMAanditsmemberspostonsocialmedia,themoremembersandprospectsseeandcometoevents
• Socialmediaalsoallowsmemberstointeractwithoneanotherandsharestoriesandcontent• Morefollowersandmoreinteractiongeneratesmoreinterest,whicheventuallyleadstomore
membersYourSocialMediaWrap-up
• Whatdidyoushare• Whatdidyouwanttoknow• Whatdidyoulearnfromeachother• Whatvaluedidyouget• Whatwillyoutakeaway
Answerstoyourquestions:Ilink.me/SOCIALQA
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ClosingRemarksGreggMoss,BankofAmerica,CMMAPresidentCMMAiscelebratingour70thanniversary.We’veseenvideosfromseveralPastPresidentsduringthisconference.WhatstruckmewithIwatchedthesevideosisthateverypresidenthadtheirsetofchallengesduringtheirtimeinoffice,buttheoneconstantwasChange.Weareinaperiodofchangenow.Manyofusareheadingtowardretirement;thenextgenerationwillbereplacingus.Weneedtoreachouttothem,andlearnfromthem.I’mconfidentwehavetheleadershipandpartnershipsinplacetohelpusgrowandprosperforanother70years.CMMAismorethanaprofessionalorganizationforme;it’sverypersonal.SeeyouinSanAntonionextyear!
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PhotoAlbumPhotographybyCharliePerkins,MayoClinic
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ConferenceChairs:JohnForteandDanMooney WarrenHarmonhelpedtoo… AsdidCharliePerkins…
...andeveryoneinthispicture
ChrisBarryacceptstheKeetingScholarshipawardforhisdaughterCliffBreweracceptshisAccreditationcertificatefrom DavidLeonard,Awards&AccreditationChair
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ThePresident’sAwardgoestoBenjaminHamblen