Leadership in Media: Honoring the Past, Shaping the …...Leadership in Media: Honoring the Past, Shaping the Future CMMA 2016 National Conference Conference Chairs John Forte, Cummins

LeadershipinMedia:

HonoringthePast,ShapingtheFutureCMMA2016NationalConference

ConferenceChairs

JohnForte,Cummins DanMooney,Kohl’sDepartmentStores

CMMA2016NationalConference Memphis,TN 2

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


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


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


• 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?


• Anyofthesefamiliar?o Idon’thaveanonlinepresenceo Ihaveapresencebutdonotchangeitofteno Mysocialisforfriendsandfamilyonlyo Idonotengageo Idonothaveafullunderstandingofwhatitshouldbe!

Thenextchannelyougetonistheoneyourkidsareabouttoleave.Whatwecandoaboutit

• Payattentiontoyourprofileo Putwordsinitthataremeaningfulo SaythatyouareamemberofCMMA!

• Engageinallchannels• Engagementinameaningfulway• Beaproblemsolver• TellStories

o YouneedtomakeanemotionalconnectionWhatareyoutryingtodo?Youneedastrategybeforeyoupostanything.Andsomewaytomeasurewhetherornotyouaresuccessful.Whatareyoutryingtodo?

Goalsandobjectivesdrivewhichchannelstouse;whatcontenttopost.


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


• 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.


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.


Canyoutalkaboutpostingvideoineachofthefivechannels?Youprobablyhaveregulationsaboutwhatyoucanandcannotpost.Butvideoisthemostconsumedmediatyperightnow.Thesameguidelinesaboutwhattopostintextapplytovideo.Videodoesnothavetobehighproductionquality(GROANSALLAROUND).I’mtalkingaboutlittleclips,notfullyproducedvideos.Youneedalltypes.Letmegiveyouanexample:YourCEOcomesoutfromameeting,turnsonhisphoneandravesaboutsomethinghejustlearnedandwantstoshare.What’syouropinionofmemes?Thesearelittleshortsentimentsorsnippetsofinformation.Idon’tusethemfromabusinessperspective.Usuallyalittlecampy.


MembershipUpdatePattyPerkins,MembershipDirector



MembersAttendingTheirFirstConference

• JaneJacobs–MayoClinic• RicharddeMartino,Merck• JessicaRasch–CityofSt.Charles,MO• AutumnSchinka–BestBuy• CaseyShannon–MomentsofHope• JamieSluder-Cintas

MentorProgram• Newmembersareconnectedwithacurrentmemberintheirhomeregion

o Guaranteedhelperatfirstconferenceforintroductionsandunderstandingwhat’sgoingon

o Encouragementtogetinvolved


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?


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.


Dreamscancometrue.SeeingthefirstpieceofAntarcticawasathrill.WebroughtourownlittlehomefromEngland.Imaginebeingtrappedinaboxforninemonthswithfourpeopleyoucan’tstand.Ibroughtfourpeoplewhowereverystrongpeoplewiththeirownopinions,notmyfriends.Onewouldmakeafilmofourexhibitionon8mmfilm.novideoyet.Heshotforayearnotknowingifasingleframewouldturnout.Anotherwasahighlyorganizedguywhomakeslistsdozensatimeaday.Anotherwasthemostnegativepersonontheplanet—theoppositeofme.Buttogetherwejustmightsucceed.Andwehadourowndoctor.Howdoyouholdittogether?Asaleaderchoosepeoplewhochallengeyou,pushyou.Wetoldeachotherthetruth,andwelearnedtohearwhatpeoplewerereallysaying,notwhattheywantedtohear.


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.


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.


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.


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.


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


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.


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


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.


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&times

• 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.


• 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.


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.


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.”


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.


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


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


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.


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


• 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


• 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


o Intheend§ Engagedaveryspecificaudience§ Overaperiodof8weeks§ Usergeneratedcontenthelpeddrivethevideo§ Anotherclientwantstodosomethinglikethis

Q:HowlongwasthestrategyplanningsideoftheDingoproject?Actually,alongtime.DidthisayearafterthelaunchoftheDingo.1½yearstothefinalresult.Mostofthetimespentconvincingtheclienttodoit.Q:Wheredoesthisfitintotheoverallmarketingstrategy?Thiswasspecificallyproductawareness.Partofamuchlargecampaign.Producedsixvideosabouttheproduct.


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


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


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

Email

Technology

& Operations


• 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


• 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.


We’rejustgettingstarted.Openedupthesiteforcomments.That’safirsttakeonengagement.Duringthecurrentcrisis,wedidnotopenitupforcomments;decidedpeopleneededamorecontrolledenvironmentforthat.Peoplealwayswanttoseenumbers,ofcourse.Wesharetrendsratherthanspecificnumbers.


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


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!


• 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?


Wesometimesrespondwithtwoideas:onethattheyaskfor,onethattheyneeded.WhenIshowthefirstthing,theylikeit.Firstreactiontomysecondideawas,BloodyHell,Carol!That’swhatweneed!Ihavesaid:We’lldowhatyouwant,butpleasedon’tholditagainstmewhenitdoesn’twork.Q:Whenyouchoosepeopleforyourteam,whatdoyoulookfor?Ilookforpositivepeoplewhoareambitiouswholistenaswellasarenotafraidtospeakup.Iftheyareverycreativeandcanwritegreatcopy,evenbetter.


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


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.


• 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.


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


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


Inspirationo YouTube360–TahitiSurfo With.ino CorridorDigital–Where’sWaldo?o VirtualRealityReporter

Inanutshell…Thinkinsidetheball.Whatdoesviewergetfromtheexperience?PatiencewiththeprocessComment:Tothosewhoareexperimenting,there’sanothercameraoutthere,Panano,thatyousendthefootagetothecloudandtheystitchittogetherforyou.It’sreallyeasy.


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


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?


GotembeddedonAccenture’srecruitingsite.Q:Howdidyoutrackengagementwiththisapplication?We’renotfarenoughalongtohavethatdatayet.Happywiththeclick-troughs,andpeopleplaythegame,butthere’snotthatmuchmoretoit.


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.


• 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.


• 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.


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


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.


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


ClosingRemarksGreggMoss,BankofAmerica,CMMAPresidentCMMAiscelebratingour70thanniversary.We’veseenvideosfromseveralPastPresidentsduringthisconference.WhatstruckmewithIwatchedthesevideosisthateverypresidenthadtheirsetofchallengesduringtheirtimeinoffice,buttheoneconstantwasChange.Weareinaperiodofchangenow.Manyofusareheadingtowardretirement;thenextgenerationwillbereplacingus.Weneedtoreachouttothem,andlearnfromthem.I’mconfidentwehavetheleadershipandpartnershipsinplacetohelpusgrowandprosperforanother70years.CMMAismorethanaprofessionalorganizationforme;it’sverypersonal.SeeyouinSanAntonionextyear!


PhotoAlbumPhotographybyCharliePerkins,MayoClinic




ConferenceChairs:JohnForteandDanMooney WarrenHarmonhelpedtoo… AsdidCharliePerkins…

...andeveryoneinthispicture

ChrisBarryacceptstheKeetingScholarshipawardforhisdaughterCliffBreweracceptshisAccreditationcertificatefrom DavidLeonard,Awards&AccreditationChair


ThePresident’sAwardgoestoBenjaminHamblen

Leadership in Media: Honoring the Past, Shaping the …...Leadership in Media: Honoring the Past, Shaping the Future CMMA 2016 National Conference Conference Chairs John Forte, Cummins

Documents