Right on the heels of Social Media Today's inaugural Social Shake-Up 2013 last week in Atlanta, I continue on the whirlwind of autumnal conferences this week at the 10th annual Advertising Week New York. In the midst of five days chock-full of keynote speakers, panel discussions and numerous other special events, "Big Data" and "Social Media" once again are the hot topics, both of which continue to evoke pitched emotions that run the digital gamut from bewilderment, trepidation and terror to exultation. And like all winds of change where curiosity thrives, attendance is elevated with an expected crowd of 90,000 advertising and marketing professionals from across the globe.
As I whirl my way into this week's high octane strategic social debate, I realize just how far Robin Carey Fray and the SMT team have pushed the envelope for Corporate America. To wit, the quick snapshot I received moments ago from Insightpool Founder Adam Wexler, whose team combed through the entire #socialshakeup stream, selected some of the best takeaways and put them into a digestible summary format.
Fast on the heels of Social Media Shakeup and immediately prior to Advertising Week and Portada's Hispanic Media and Advertising Conference, I attended Incite2013-produced by UK marketing dynamo Nick Johnson. Attracting marketing and communications leaders from 30 top brands, Incite attendees shared both their evolving progress and obstacles in social enterprise. A plucky Incite e-book also was produced, with takeaways revealing the dynamic changes rocking brands, big and small, on a global basis.
While some deep silo companies like Molson Coors report progress at a snail's pace-albeit with a new and evolving cultural mission to be more open and transparent -others including Sears/K-Mart already have C-suite strategic buy-in for aggressive social media integration. The leadership recognition of competitive edge social offers in a customer-centric market at this company works. In fact, it is innovative social trailblazing that has propelled Sears/K-Mart to the top of both the retail Fitness and Patio categories.
Jennifer Dominiquini, CMO Fitness, Sporting Goods & Toys, at Sears/K-Mart offered a refreshing perspective on overcoming silo entropy. Noting that even with the complex structure of two separate old-line companies with separate P&Ls, it is possible to trump the odds, and prosper. How? Hold a holistic view of your business. This is critical. Have measurable goals. As a measurable metric, always have content and affiliated campaigns that drive links to your site. Set aside a portion of your budget for experimentation. There will always be a top and bottom for funnel challenges. Sears "Shop Your Way" campaign is, by definition, a social exercise, and yet another example of the need to attach revenue model to each experiential marketing campaign.
An example of Ms. Dominiquini's panache for experimentation is her fostering sentiment analysis and testing social listening. Her mantra: You must align creative and content with behavioral data. One of Dominiquini's team listening initiatives found a common denominator among all enthusiastic "grillers"-happiness. The result of social sentiment listening is the creative for Sears/K-Mart "Grilling Happiness" campaign. It's no wonder that her Patio category is a division leader.
Even with its C-suite buy-in for social listening and innovation, Sears/K-Mart leadership still must respond to traditionalists. Most definitely on the cutting edge of social enterprise, Sears/K-Mart, importantly, has never strayed from its core values. While the company has leapfrogged into a 21st century social ecosystem, adopting new tools and solidifying corporate champions, it recognizes that customers-and the competition-are buying online and via mobile. So they, too, must go where their customers live and buy.
Other themes prominent at Incite included leadership and pushing boundaries, which along with innovation helps break down silos. The Dominiquini practice is to create people relationships early on-pick up the phone. Another big question posed by global brand behemoths: How do you scale internal virtual connectivity and de-silo? Attendees all agreed it is a huge responsibility that requires not only a leap of faith, but the courage to question stifling and unproductive corporate boundaries, all the while remaining true to governance standards.
Other burning issues companies face today surfaced at Incite in rich content, as well as more concrete examples of the power of unlocking customer advocacy and passion. WeightWatchers' Cheryl Callan, SVP Marketing, leverages the company's community stories to engage with 2.5 million online customers. And Johnson & Johnson hosts "real world" mommy blogger symposiums offline to connect and "listen" in person with their advocates and influencers. Another panel titled "Think Fast, Act Faster" underscored how real-time listening is no longer just an option, rather a strategic requirement.
Aflac's Michael Zuna revealed how real-time insight, quick decision making and responsive marketing helped avert a major crisis in Japan, which represents two-thirds of the insurance company's business. Following Japan's tsunami, the original voice talent behind the Aflac duck tweeted out an off-color remark that went viral. Luckily, the company was able to remediate the situation and prevent further reputation harm. And following the incident, Aflac again leveraged social media to audition and secure a new voice for their mascot duck. Aflac has also used social innovation to inspire a new product campaign regarding healthcare reform, which it developed over many months through social listening.
I cite but a few examples of the abundant innovative thinking and customer engagement initiatives by industry leaders expressed at Incite. Other stories and videos will be forthcoming, including those from MasterCard Head of Digital Marketing Elaine Lawson, who has helped propel the company from bank to bank and merchant banker- now having real dialogues with customers in social who, as customers, they previously considered bottom rung. I'll be sure to post these videos and other stories from GE, Intel, L'Oreal, Wells Fargo, Siemens, Pfizer, Lenovo, McDonald's, Whole Foods and others on my blog and at LinkedIn as they become available.
As for my own social mantra (sorry, but I can't help myself)....Just Do It!
(social media / shutterstock)