smckc january pro lunch- barkley
Post on 17-Oct-2014
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Geoff Pickering & I hosted January's SMCKC Professional lunch and shared Barkley's social infrastructure and explained the agency/brand relationship in 2013TRANSCRIPT
#SMCKCPROFESSIONAL LUNCH
@joenormal@GeoffKC
JANUARY 10, 2013
HOW DO YOU BECOME A TEAM OF SUPER HEROS?
FIND YOUR
WHY
WHATHOWWHY
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OUTSIDE-IN
CONVENTIONAL“SAFE”
INSIDE-OUT
REMARKABLE“WIN”
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THE BARKLEY WAY
CHECKLIST
1. MISSION ULTIMATE DELIVERABLE: The mission statement
This is how we articulate all assignments at Barkley. It is designed to help us imagine the opportunity in the biggest, smartest, most entrepreneurial way possible.
+ Before you begin, write the press release of the future. Does that change the mission?
+ What is the biggest topic the BRAND can talk about beyond the product they make?
+ What job is the customer trying to accomplish?
+ How can our brand or product help? + What is our opportunity to ADD GOOD
to the assignment? + What is the client expectation for our
deliverable? + What is the agreed-upon goal? How will it be
measured? Is it realistic? Is it time definite? + What issues will help or hurt our ability
to achieve success?
EXAMPLE: Coleman Client: “We need a new website.” Mission: You need a brand idea that leads to
a website with purpose.
2. RED THREAD ULTIMATE DELIVERABLE: A sharp,
concise sentence or short set of words accompanied by an integrated idea brief for contact planners and content creators, with a strong bias toward action
EXAMPLES: Coleman. We make weekends. Save-A-Lot. Less is more. Nike. Everybody is an athlete. Target. Design for all. Dove. Real beauty is individual. Coca-Cola. The official taste of happiness.
3. MAKE ULTIMATE DELIVERABLE: An
INTEGRATED contact plan and content plan
+ Take the Red Thread (an integrated idea brief) and simultaneously begin designing the Contact + Content Plan in order to inspire action, stories and sharing
+ Platforms + Campaign + Executions + Media buying and planning + Social strategy + Partnerships + Measurement strategy
4. ENGAGE ULTIMATE DELIVERABLE: Deployment
of Contact + Content Plan + Deploy and unleash our plan/ideas/platform,
engaging with our audience + Seed Content + Traffic Content + Engage Audience
5. EVOLVE ULTIMATE DELIVERABLE: Capture
learnings to create an OPTIMIZATION PLAN that builds on ideas in market and for the future
+ Follow through on measurement strategy + Proactively push insights out to the team
Imagining the biggest possible future for our clients.
THE BARKLEY WAY
CHECKLIST
1. MISSION ULTIMATE DELIVERABLE: The mission statement
This is how we articulate all assignments at Barkley. It is designed to help us imagine the opportunity in the biggest, smartest, most entrepreneurial way possible.
+ Before you begin, write the press release of the future. Does that change the mission?
+ What is the biggest topic the BRAND can talk about beyond the product they make?
+ What job is the customer trying to accomplish?
+ How can our brand or product help? + What is our opportunity to ADD GOOD
to the assignment? + What is the client expectation for our
deliverable? + What is the agreed-upon goal? How will it be
measured? Is it realistic? Is it time definite? + What issues will help or hurt our ability
to achieve success?
EXAMPLE: Coleman Client: “We need a new website.” Mission: You need a brand idea that leads to
a website with purpose.
2. RED THREAD ULTIMATE DELIVERABLE: A sharp,
concise sentence or short set of words accompanied by an integrated idea brief for contact planners and content creators, with a strong bias toward action
EXAMPLES: Coleman. We make weekends. Save-A-Lot. Less is more. Nike. Everybody is an athlete. Target. Design for all. Dove. Real beauty is individual. Coca-Cola. The official taste of happiness.
3. MAKE ULTIMATE DELIVERABLE: An
INTEGRATED contact plan and content plan
+ Take the Red Thread (an integrated idea brief) and simultaneously begin designing the Contact + Content Plan in order to inspire action, stories and sharing
+ Platforms + Campaign + Executions + Media buying and planning + Social strategy + Partnerships + Measurement strategy
4. ENGAGE ULTIMATE DELIVERABLE: Deployment
of Contact + Content Plan + Deploy and unleash our plan/ideas/platform,
engaging with our audience + Seed Content + Traffic Content + Engage Audience
5. EVOLVE ULTIMATE DELIVERABLE: Capture
learnings to create an OPTIMIZATION PLAN that builds on ideas in market and for the future
+ Follow through on measurement strategy + Proactively push insights out to the team
Imagining the biggest possible future for our clients.
SOCIAL MEDIA - CONNECTED CONSUMER
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UNDERSTANDING THE BRAND RELATIONSHIP
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BRAND STRENGTH
BRAND ENGAGEMENT
BRAND COMMITMENT
SOCIAL MEDIA SERVICES
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SOCIAL AUDITS
PLAYBOOKS
LISTENING
ENGAGE
SOCIAL CRM
SOCIAL ANALYTICS
LINGUISTIC ANALYSIS
ELASTIC INFRASTRUCTURE
SCALE
Community Management
Content Strategy
Listening & Reporting
Influencer Relationships
Advocacy Programs
Paid/Search Integration
Internal Infrastructure
Venue Management
Social CRM
CRISIS ENGAGEMENT GAS?
Social Strategist
Content Strategist
CommunityManager
SocialAnalyst
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★The Yang to CM Yin
★Focus on listening & analyzing
★ The real job is INSIGHTS
★Constant communication w/ CM
SocialAnalyst
CommunityManager
★Cat Wrangler
★Offense & Defense
★ troops on the ground
★API between brand & customer
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Social Strategist
Content Strategist
★The magic word is Integration
★Internal & External teams are always in alignment
★ API between external & internal teams
★The magic word is still integration
★It’s not just content, but socially optimized Content
★API between brand voice & agency creative
Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
MODERN TOOLS
(KEEPING IT ALL TOGETHER)
“A man who can’t bear to share his habits is a man who needs to quit them.”-Stephen King
THOUGHT LEADERSHIP
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\
PROJECT MANAGEMENT
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PROPS!
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Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
INTERNAL INTEGRATION
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#30tweets
ThoughtCapsule
#30tweets
Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
26Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
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Some Cool Stats
• 145 Participants
• Combined Followers: 81,753
• 3800+ Tweets generated!!!!
• 138 Tweets or RTs from Non-Barkley Partners
(Including a Hunger Games fan account, Guess & Sea
World Texas)
Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
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Text
THOUGHT CAPSULE
CONTACT INFORMATION
Joe Cox
Director of Social Media
816-809-6466
Geoff Pickering
SVP Managing Director of Digital Marketing
816-807-3367
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THANK YOU
IN THE YEAR 2013...
2013
Stock & Flow
Rapid Prototyping & Relevance Wrapping
Transmedia storytelling is where it’s at
Finally some integration amongst SMMS
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