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How-To Build Transformational Organization-Wide Marketing 

Bernie Borges

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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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TopicsThree-Layer Framework for Organization-Wide

MarketingCross Functional Marketing in Action

Success Factors

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THREELENSES

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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 is not the sole responsibility of a

traditional marketing department.

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Cross-functional marketing is not an

option

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THREE-LAYERFRAMEWORK

FORORGANIZATION-WIDEMARKETING

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Ice Cream SandwichFRAMEWORK

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Three characteristics to effective storytelling:

1. Authentic2. Relevant3. 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 SandwichFRAMEWORK

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EMPLOYEESRULE!

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Edelman Trust Barometer

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 SandwichFRAMEWORK

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

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

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CROSS FUNCTIONALMARKETIN

GIN 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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SUCCESSFACTORS

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TRAINING

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ACTIONABLESTORIES

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“Marketing is Not One Department”

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Ice Cream SandwichFRAMEWORK

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Take AwaysFramework for cross functional marketing.

Skills needed: Quant & Crayola.

Storytelling: Authentic, Relevant, Actionable.

Employees have the best stories.

Success factors: Training, Actionable, Mindset

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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

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