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SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
SMCKC January Pro Lunch- Barkley
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SMCKC January Pro Lunch- Barkley

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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 2013

Geoff Pickering & I hosted January's SMCKC Professional lunch and shared Barkley's social infrastructure and explained the agency/brand relationship in 2013

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  • 1. #SMCKCPROFESSIONAL LUNCH @joenormal @GeoffKC JANUARY 10, 2013
  • 2. HOW DO YOU BECOME A TEAM OF SUPER HEROS?
  • 3. FIND YOUR WHY
  • 4. CONVENTIONAL REMARKABLE “SAFE” “WIN” OUTSIDE-IN INSIDE-OUT WHY HOW WHAT 7
  • 5. 8
  • 6. 9
  • 7. THE BARKLEY WAY CHECKLIST Imagining the biggest possible future for our clients. 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 team1. MISSION ULTIMATE DELIVERABLE: 10
  • 8. SOCIAL MEDIA - CONNECTED CONSUMER 11
  • 9. UNDERSTANDING THE BRAND RELATIONSHIP BRAND STRENGTH BRAND BRAND COMMITMENT ENGAGEMENT 12
  • 10. SOCIAL MEDIA SERVICES LINGUISTIC ANALYSIS SOCIAL AUDITSSOCIAL ANALYTICS PLAYBOOKS SOCIAL CRM LISTENING ENGAGE 13
  • 11. ELASTIC INFRASTRUCTURE
  • 12. Community Management Content Strategy Listening & ReportingInfluencer Relationships Advocacy ProgramsPaid/Search Integration Internal Infrastructure SCALE Venue Management Social CRM
  • 13. CRISIS ENGAGEMENT GAS?
  • 14. Social Content Strategist StrategistSocial CommunityAnalyst Manager
  • 15. ★The Yang to CM Yin Social ★Focus on listening & analyzing Analyst ★ The real job is INSIGHTS ★Constant communication w/ CM ★Cat WranglerCommunity ★Offense & Defense Manager ★ troops on the ground ★API between brand & customer 18
  • 16. ★The magic word is Integration SocialStrategist ★Internal & External teams are always in alignment ★ API between external & internal teams ★The magic word is still integration Content ★It’s not just content, but socially optimized Content Strategist ★API between brand voice & agency creative 19
  • 17. Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
  • 18. MODERN TOOLS (KEEPING IT ALL TOGETHER)“A man who can’t bear to share his habits is a man whoneeds to quit them.”-Stephen King
  • 19. THOUGHT LEADERSHIP 22
  • 20. PROJECT MANAGEMENT 23
  • 21. PROPS! 24
  • 22. INTERNAL INTEGRATION #30tweets ThoughtCapsule #30tweets 25 Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
  • 23. 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 & SeaWorld Texas) 3 26 Confidential & & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed Confidential Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
  • 24. THOUGHT CAPSULE Text 27 Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
  • 25. CONTACT INFORMATIONJoe CoxDirector of Social Media816-809-6466jcox@barkleyus.comGeoff PickeringSVP Managing Director of Digital Marketing816-807-3367gpickering@barkleyus.com 28
  • 26. THANK YOU
  • 27. IN THE YEAR 2013...
  • 28. 2013Stock & FlowRapid Prototyping & Relevance WrappingTransmedia storytelling is where it’s atFinally some integration amongst SMMS 31

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