Foster team building and knowledge sharing by creating engaging social activations and content experiences that educate team members on owned and earned media.

1. CONFIDENTIAL; © 2012 ROSETTA. All rights reserved.
Knowledge
Sharing
Through
Team
Building
Case
Studies
from
the
Social
Team
&
Kara
Clark

2. 2
Challenges
1. The Rosetta offices are divided by SPAs, verticals, and
client-specific work spaces. While connected by the great
interdisciplinary work we produce, not everyone knows
each other.
2. Everyone has a different learning style: reading, listening,
writing, and/or doing. However, we aren’t teaching on all
levels, or providing multiple content formats, types and
sources. Knowledge sharing sessions usually involve
dense presentations shared virtually.

3. 3
Opportunity
• Foster team building to create One Rosetta.
• Share knowledge of innovative social media practices to
increase Rosetta IQ.
Create engaging social activations and content experiences
that educate team members on owned and earned media,
while leveraging Rosetta’s current culture.
Strategy

4. 2012 Campaign: Battle of the Paddle

5. 5
Instagram was growing exponentially
in early 2012, creating a ton of user
generated content. The Social team
wanted to educate Rosetta team
members on the possibilities of social
advocacy through Instagram.
The Social team tapped into a
universal love for desserts and photo
sharing to bring the agency closer
together for a special Halloween
#pumpkinbakeoff. They planned,
organized, and created a contest
fueled by social shares, using
Instagram to showcase the unique
company culture.
Marketing:
• Email Announcement – 2 touches
• Posters
• Brand Ambassadors (the socials!)
Social Idea

6. 6
Judges in the Battle of the Paddle
were required to have Instagram on
their mobile devices to participate.
One vote per Instagram account was
counted for The Baker.
Judges could solicit likes from anyone
in their social networks – in fact, The
Photographer was encouraged to
share to win!
Anyone who needed assistance with
Instagram was encouraged to ask a
Social team member.
Contest Mechanics

7. 7
Impact
§ Roughly 10 new Instagram app
accounts created
§ 46 photos tagged to
#pumpkinbakeoff on Instagram
§ Winning photo earned 16 likes
§ Winners were recognized by
@RosettaMktg on Instagram
§ Built awareness of The Social
Department through a
collaborative sense of community
§ Sugar rushes and smiles all
around

8. 8
Sample content: YUM!

9. 2013 Campaign: Team Hashtag

10. 10
A large client team of over 150+ people
were located across 5 offices nationwide.
Their code name was “Team Tangerine.”
Unfortunately, this hashtag was already in
use by another group on Twitter.
The Social team spotted the opportunity to
unite Team Tangerine by creating a unique
hashtag, via a contest. Team Tangerine
was asked to submit ideas, voted on by
peers, and incentivized with bragging
rights—no monetary prize needed—being
the winner was prize enough!
This campaign educated on the
importance of hashtags, user generated
content and brand advocacy.
Marketing:
• Email Announcement – 4 touches
• Influencer: Tammy Soares
• Brand Ambassadors (the socials!)
Social Idea

11. 11
The Social team used email (via the tool
Mailchimp) and brand advocates to bring
awareness to campaign. Email content
included GIFs.
Touch 1:
Announced contest and requested
nominations for the team hashtag via
Survey Monkey. Winner would be awarded
bragging rights—forever.
Touch 2:
Reminder to nominate. The clever subject
line was “my pics from vegas!!!”
Touch 3:
Narrowed the nominations down to a top 3,
and requested voting while awarding
participant recognition and encouraging
politicking for votes.
Touch 4:
Winner announcement
Contest Mechanics

12. 12
Impact
§ 76% open rate on Touch 2
§ 73% open rate on Touch 4
§ 43 hashtag nominations
§ Over 1,000 posts with new hashtag
within 3 months
§ 63 total votes
§ 1 click on the link “What’s a
Hashtag?” – KNOWLEDGE SHARED!
§ Team members learned the
importance of creating unique
branded hashtags
§ Gave everyone a chance to feel
creative, and part of a team
§ Inspired two superstar advocates at
Rosetta to use social channels more
frequently: Marisa and Mike

13. 2014 Campaign: Social Media Guidelines

14. 14
Guidelines for social media conduct while
working for a corporation are standard.
However, there are different rules for team
members who have signed a non-disclosure.
Rosetta has one client team with 150+ people
who operate under an NDA.
Providing numerous rules and regulations can
quickly create a negative experience, as team
members might feel oppressed. They want to
take pride in their work publicly on social
channels.
The Social team spotted an opportunity to
create content that was informative and
entertaining, while preventing the client team
from comprising the agency’s client
relationships.
Marketing:
• Email Announcement
• Influencer: Tammy Soares
• Brand Ambassadors (the socials!)
Social Idea

15. 15
The Social team produced original content
in an eBook format, by developing a
content matrix and messaging platform,
and created copy and design. This fun-to-
read PDF kept team members engaged as
they flipped through scripts, FAQs and tips
for social sharing.
Team members learned how and when it’s
appropriate to connect with the client,
when to share work, and if it’s ok to
advocate on behalf of the brand.
Results
§ Client-agency relationship remains
intact, 2 years later
§ Team members educated on FTC
engagement guidelines
§ Built awareness of responsibility to
uphold agency’s and client’s image
Content Experience

16. Thank You