Organizational Culture: A Hybrid Model - US Army War College
Content is King, and Culture is his Army: How Corporate Culture Builds Social Engagement
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@JenniferZi ck Content is King, and Culture is his Army How Corporate Culture Builds Social Engagement Jennifer Zick - @jenniferzick CMO, PwC Salesforce Practice
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Are your employees engaged and motivated to share your social messages? Is your corporate content carried forward by enthusiastic brand advocates, or is it broadcast to your social channels, only to be met with deafening silence? If you’ve been busy creating killer content, and actively sharing it across social networks, but simply haven’t had the traction you’ve hoped for, it may be time to reconsider your strategy. Content may be king. But culture is the king’s army. It’s time to align and activate your forces. Hear from veteran marketing leader and social media expert, Jennifer Zick, as she explains how a vibrant corporate culture can exponentially increase your social engagement. Learn how to: Rally your troops (employees, partners, and friends) Build culture-rich campaigns Move forward with “Ready, Fire, Aim” boldness And reward results to inspire continued engagement
Transcript of Content is King, and Culture is his Army: How Corporate Culture Builds Social Engagement
@JenniferZick
Content is King, and Culture is his Army How Corporate Culture Builds Social Engagement
Jennifer Zick - @jenniferzickCMO, PwC Salesforce Practice
@JenniferZick
WHO IS JENNIFER ZICK?And what qualifies her as a social media rock star?
@JenniferZick@JenniferZick
Me and my posse.
@JenniferZick@JenniferZick
My marketing career started here…
@JenniferZick
THE CONTENT ERAAnd what it taught us
@JenniferZick@JenniferZick
Content is King…Right?
@JenniferZick
What We Learned
@JenniferZick@JenniferZick
What We Learned
@JenniferZick@JenniferZick
What We Learned
@JenniferZick
CULTURE IS THE KING’S ARMYActivating your culture to inspire the troops
@JenniferZick@JenniferZick
Culture is the King’s Army
@JenniferZick
What is Culture?
The attitudes and behavior characteristic of a particular social group.
The cultivation of bacteria…in an artificial medium.
@JenniferZick
Articulating Your Culture
CONCLUSION:When it comes to culture, the more circular and colorful, the better. ;)
@JenniferZick@JenniferZick
Accentuate…Authentically.
The same is true for your business.
@JenniferZick@JenniferZick
Cultural “VIBE”
Cultural Traction™ and VIBE-rating trademarks of Added Value.
@JenniferZick@JenniferZick
Top Cultures
“It’s not just about diving into the cultural conversation; it’s all about refreshing the brand in a way that is culturally relevant but doing it in a way that stays true to who you are.”
– Maggie Taylor, CEO of Added Value North America “10 Most Culturally Vibrant Brands”, Forbes, March, 2013
@JenniferZick
Top Cultures
@JenniferZick
RALLY YOUR TROOPSWaving the cultural flag and assembling the team
@JenniferZick@JenniferZick
Let’s Talk.
@JenniferZick@JenniferZick
The Wisdom of the Crowd
@JenniferZick
SME & ME = Content Teamwork
THIS IS SME.Wealth of information.
Thought leader.Willing to contribute.
I give our brand VALUE.
THIS IS ME.Access to audiences.
Communication leader.Ready to distribute.
I give our brand a VOICE.
SME: Subject Matter Expert
ME: Marketing Expert
@JenniferZick
It’s a Content Party!
@JenniferZick
Content Party Rules1. Everyone is invited. Yes, I’m
looking at you.2. Participation is optional. Unless it’s
required. 3. All ideas are welcome. Not all will
be included. …Love ya!4. Marketing owns the content
strategy. But we’re open to ideas!5. Marketing owns the editorial
calendar. You can see it anytime.6. Marketing owns all editorial rights.
It’s nothing personal.7. The company owns the content.
But maybe we’re cool with you also publishing on your blog.
@JenniferZick@JenniferZick
It’s a Team Effort
@JenniferZick@JenniferZick
Learn & Adjust
@JenniferZick
CULTURE-RICH CAMPAIGNSShowcasing your authentic culture through content
@JenniferZick
Just Say No…to Stock Photography
@JenniferZick
Keeping it Real
@JenniferZick
Keeping it Real
@JenniferZick
Keeping it Real
@JenniferZick
Keeping it Real
@JenniferZick
Keeping it Real
@JenniferZick
Keeping it Real
@JenniferZick
When Content Lacks Culture…
@JenniferZick
Authentic Perspectives
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Build Internal Capabilities
@JenniferZick
READY-FIRE-AIM (REPEAT)Progress over perfection, everyday.
@JenniferZick
Progress Over Perfection
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Quality ALWAYS Matters
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Wise Eats Smart for Breakfast
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Expect Growth
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Pay Attention
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REWARD PARTICIPATIONWorry about results later.
@JenniferZick
You Really Can’t Say it Too Much…
@JenniferZick
WAR VS. BATTLEKeeping a long-range perspective
@JenniferZick@JenniferZick
Keeping a Long-Range View
