Obvious Collaboration - DBS, 12/9/14
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Paul Albright from Safeway's presentation from Digiday Brand Summit on December 9, 2014.
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Obvious Collaboration - DBS, 12/9/14
- 2. Art, Sport, Science & More
- 3. Collaboration is Natural, Right? • Natural, human behavior • Work toward common goals • Inter-personal • Positive results
- 4. But Not Always Easy • Over-architected org • Political, mistrust • No infrastructure to support • No clear benefits, misunderstood goals
- 5. Social Media Relies on Inter- Agency Collaboration • Paid, owned & earned performance optimization depends on insights and interpretation • Insights steer the ship. Data influences: – Content creation, messaging – Customer service – Media strategy – Corporate policy
- 6. Agency-Client Relationships Can Inhibit Performance Client If agencies only work directly with the client, they have limited insight to the complete picture. “Obvious collaboration” allow agencies to work together more effectively.
- 7. Takeaways 1. See collaboration is a natural process and requires trust, infrastructure and defined goals 2. Work to foster “obvious collaborations” 3. Define collaboration goals to ensure success
Editor's Notes
- There are a great number of collaborative examples. -The wonderfully powerful Little Drummer Boy sung by unlikely duet David Bowie and Bing Crosby. -The San Francisco Giants showed the world in the most recent World Series how collaboration is required to win games. -Merck and NewLink Genetics have just entered into a licensing and collaboration agreement for investigational Ebola vaccine. -Flying here for this conference it always amazes me how all the moving pieces come together in a seamless fashion.
- Collaboration is a behavior that is natural, human, inter-personal, but not always a native behavior within organizations.
- Companies/departments often over-architect programs and processes in attempts to solve problems.
- Social Media team lives and dies on performance data. Editorial calendars, customer support, listening, influencer relations, paid media – all need to sing from the same song sheet.
- Give license to talk Ability to discuss and confirm before bringing perspective to client Opens doors to resources This is an obvious collaboration example, but one that had enormous impact to performance.