M. Marinello SXSW 2015 v1

Michael V. Marinello (@mvmarinello)

Head of Global Communications, Innovation, Technology, Design, and Brand Integration

Bloomberg (@Bloomberg & @BloombergLabs)

– Mike Bloomberg

What does that mean for us?

If we can’t put a value on what we are doing, we can’t prove the value of what we are doing…

“It is impossible to escape the impression that people commonly

use false standards of measurement...”

- Sigmund Freud

– Cindy Crawford

“Even I don’t wake up looking like Cindy Crawford…”

“Does anyone have any questions for my answers?” – Henry Kissinger

– Yogi Berra

Still…

To provide real business value, it is important to articulate what your are

measuring, and why…

In order to show true business value for the communications work my team is doing we signed up to be measured in three areas:

Reputation, Recruitment and Retention

So how does that work?

How we will track progress: move to green

PE

RF

OR

MA

NC

E

Q7: Below is a list of statements that could describe a technology company. Please indicate how important it would be for a technology company to deliver on each statement in order to have a positive image. (TOP 2 BOX)

Q22: Thinking about what you know about Bloomberg, how well does each of the following statements describe Bloomberg? Please use a scale of 1 – 9 where 1 means “does not describe at all” and 9 means “describes perfectly.” (TOP 2 BOX)

IMPORTANCE

The Big Problem Is Medium DataThis is a guest post by Matt Hunt, who leads open source projects for

Bloomberg LP R&D.

“Big Data” systems continue to attract substantial funding, attention, and

excitement. As with many new technologies, they are neither a panacea,

nor even a good fit for many common uses. Yet they also hold great

promise. The question is, can systems originally designed to serve

hundreds of millions of requests for something like web pages also work

for requests that are computationally expensive and have tight

tolerances?...

Goal: Raise visibility and awareness with the Hadoop community Purpose: Showcase our work with HadoopObjective: Reputation and RecruitmentResults: Reached a highly influential audience in this space (+100,000 uniquesper month); piece was shared with high level recruits

Sometimes you just have to show up…

…but you still have to know why

“In God we trust. Everyone else bring data.”

– Mike Bloomberg

Goal: Raise visibility with a broader audience about the Bloomberg TerminalPurpose: Showcase our technology to a broader/general audienceObjective: Reputation

HBO’s “The Newsroom” Has A New Star: A Bloomberg Terminal

Results: Converted a $25,000 spend into the equivalent of a $536,372 media buyReached: 9.4 million people, 5.4 million were our targeted demographic

Premier party with Olivia Munn!!

Name check in Episode 1

A Success Story…

January 2014

Identified business needs

•Enhance reputation

•Increase recruiting outcomes

•Stem negative attrition

February 2014

Partnered with Brand,

Marketing and CTO/R&D

•Conducted base-line qualitative

research to assess

attrition/recruiting issues

•Conducted PULSE poll (employee

survey) to understand retention

and career related issues

•Conducted first ever internal

audit of internal communications

channels and their uses

March 2014

Developed strategic plan

•Deployed communications

resources to address identified

retention and career issues

•Created new channels

(blog/NLERTS) to communicate

with and to R&D/CTO office

•Participated in external events

(conferences) & media

opportunities highlight our

commitment to the organization

and our people

October 2014

Measured outputs

• Implemented

benchmarking research

•Cut negative attrition

rates

•Exceeded recruitment

numbers

Initial corporate investment: $0 Secured investment from business Fully funded by the business

What we do matters but it is on us to explain and qualify AND quantify how much it matters…

This will allow us to do the things we need to do to provide true business value…

It also allows us to have some fun doing it…

My take away for you today is: