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

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SMCKC January Pro Lunch- Barkley

  1. 1. #SMCKCPROFESSIONAL LUNCH @joenormal @GeoffKC JANUARY 10, 2013
  2. 2. HOW DO YOU BECOME A TEAM OF SUPER HEROS?
  3. 3. FIND YOUR WHY
  4. 4. CONVENTIONAL REMARKABLE “SAFE” “WIN” OUTSIDE-IN INSIDE-OUT WHY HOW WHAT 7
  5. 5. 8
  6. 6. 9
  7. 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. 8. SOCIAL MEDIA - CONNECTED CONSUMER 11
  9. 9. UNDERSTANDING THE BRAND RELATIONSHIP BRAND STRENGTH BRAND BRAND COMMITMENT ENGAGEMENT 12
  10. 10. SOCIAL MEDIA SERVICES LINGUISTIC ANALYSIS SOCIAL AUDITSSOCIAL ANALYTICS PLAYBOOKS SOCIAL CRM LISTENING ENGAGE 13
  11. 11. ELASTIC INFRASTRUCTURE
  12. 12. Community Management Content Strategy Listening & ReportingInfluencer Relationships Advocacy ProgramsPaid/Search Integration Internal Infrastructure SCALE Venue Management Social CRM
  13. 13. CRISIS ENGAGEMENT GAS?
  14. 14. Social Content Strategist StrategistSocial CommunityAnalyst Manager
  15. 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. 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. 17. Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
  18. 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. 19. THOUGHT LEADERSHIP 22
  20. 20. PROJECT MANAGEMENT 23
  21. 21. PROPS! 24
  22. 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. 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. 24. THOUGHT CAPSULE Text 27 Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed
  25. 25. CONTACT INFORMATIONJoe CoxDirector of Social Media816-809-6466jcox@barkleyus.comGeoff PickeringSVP Managing Director of Digital Marketing816-807-3367gpickering@barkleyus.com 28
  26. 26. THANK YOU
  27. 27. IN THE YEAR 2013...
  28. 28. 2013Stock & FlowRapid Prototyping & Relevance WrappingTransmedia storytelling is where it’s atFinally some integration amongst SMMS 31

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