The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.
The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.
Enterprise-wide marketing is not an option.
The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.
Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.
2. @bernieborges #SignatureSpeakerSeries
CEO of Find and Convert
Host Social Business Engine Podcast
Speaker/Author / Blogger
Dell Social Influencer
IBM / Futurist
AMA Tampa Bay / V.P. Comms
ABOUT BERNIE BORGES
14. @bernieborges #SignatureSpeakerSeries
• Avery Dennison is involving
employees in the "Get Social"
initiative to bridge the gap of the
90-9-1 rule.
• 90% of all postings are from 1%
of users and the remaining 10%
of postings are from 9% of users.
• "Get Social" is a centralized
employee resource and
ambassador program to mobilize
employees as advocates.
Authentic
15. @bernieborges #SignatureSpeakerSeries
Relevant
• 3M is telling stories relevant to
"Science. Applied to Life." in an
educational manner to humanize
their brand.
• Identifying advocates among
their 89,000 employee
workforce.
• Teams are evolving and the
importance of collaboration
throughout.
16. @bernieborges #SignatureSpeakerSeries
Actionable
• The Network is Cisco's
newsroom style content hub
which publishes thought
leadership content as well as
technology focused content.
• The Network often features
stories from their 70,000
employees on tech topics from
mobility, to security to IoT.
28. @bernieborges #SignatureSpeakerSeries
• Dell encourages employee
advocacy and optimal digital social
use among their 110,000
employees with training through
Social Media and Community
University (SMaC U).
• Dell analyzes their employees’
social influence and direct business
impact.
• Driving social culture by holding
special events for SMaC team
members.
• Working to further improve
employee retention and enhance
career advancement for those that
complete their SMaC U training.
CROSS FUNCTIONAL
MARKETING IN ACTION
29. @bernieborges #SignatureSpeakerSeries
• Approximately 90% of their
50,000 employee population has
adopted Buzz as a form of
internal connection, collaboration
and story telling that has
improved business operations.
• Buzz is also used a lot for
ideation to increase efficiencies.
• Humana, CEO, Bruce Broussard
is an active Buzz user and has
supported the ESN from the
start.
CROSS FUNCTIONAL
MARKETING IN ACTION
30. @bernieborges #SignatureSpeakerSeries
• Indium Corporation taps into the
expertise of its engineers to write
blog content on technical topics
pertaining to its industrial solder
materials sold to electronics
manufacturers, serving
to humanize their brand and gain
their customer's trust.
CROSS FUNCTIONAL
MARKETING IN ACTION
31. @bernieborges #SignatureSpeakerSeries
• NASA has embraced
transformative digital
communication across its
employee base to make space
exploration interesting and
relevant to all of humanity.
• Contributions come from NASA
employees across many
functions, including astronauts.
CROSS FUNCTIONAL
MARKETING IN ACTION