Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida

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Presented by Rob Garner at Search Insider Summit, May 2011, Captiva Island, Florida. Showcases an example of how a top marketing executive from a major Fortune 500 company transformed his …

Presented by Rob Garner at Search Insider Summit, May 2011, Captiva Island, Florida. Showcases an example of how a top marketing executive from a major Fortune 500 company transformed his organization into a real time marketing machine.

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Transcript

  • 1. TRANSFORMING ORGANIZATIONS INTO PUBLISHING MACHINES
  • 2. How are organizations transforming to become effective digital custom publishers?
  • 3. www.sempo.org www.dfwsem.org
  • 4. Let’s hear what they say and do.
  • 5. Can’t say who said it, but it might be marketing execs from one or more of these brands…
  • 6. “ You sense it is the right moment for a change, and this is one of those times."
  • 7. “ Digital publishing was an easy choice. TV ads are expensive. The budget was small enough that we didn't even think much about it."
  • 8. “ Consumers want you to weigh in on topics that are broadly relevant to your expertise."
  • 9. “ If you do not respond instantaneously, you are no longer part of that conversation."
  • 10. “ You can’t just be a publisher, you have to be a participator."
  • 11. “ A big question - who should publish? Business unit, legal, marketing, customer service? The answer is to create an ecosystem for everyone."
  • 12. “ Put in place a process to publish relevant, timely, and connected content."
  • 13. “ Our first blog post took 3 weeks. We struggled over the first post. We thought we were writing War and Peace. The crazy thing it was the least read post ever.
  • 14. The first 50 posts don’t matter because no one is viewing yet.
  • 15. Use this period to find your voice , and don’t sweat as much over it.”
  • 16. “ Let go – gradually, but not entirely."
  • 17. “ Embrace both the negative and the positive."
  • 18. “ Community management is critical."
  • 19. “ Tell the risk managers to chill out. Nicely."
  • 20. “ Don’t micromanage it… … let it be."
  • 21. THANK YOU Rob Garner VP, Strategy iCrossing.com [email_address] @robgarner 214.676.2089