Geoff Pickering & I hosted January's SMCKC Professional lunch and shared Barkley's social infrastructure and explained the agency/brand relationship in 2013

1. #SMCKC
PROFESSIONAL LUNCH
@joenormal
@GeoffKC
JANUARY 10, 2013

4. HOW DO YOU BECOME A TEAM OF
SUPER HEROS?

5. FIND YOUR
WHY

7. CONVENTIONAL REMARKABLE
“SAFE” “WIN”
OUTSIDE-IN INSIDE-OUT
WHY HOW WHAT
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8. 8

9. 9

10. 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 team
1. MISSION
ULTIMATE DELIVERABLE: 10

11. SOCIAL MEDIA - CONNECTED CONSUMER
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12. UNDERSTANDING THE BRAND RELATIONSHIP
BRAND STRENGTH
BRAND BRAND
COMMITMENT ENGAGEMENT
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13. SOCIAL MEDIA SERVICES
LINGUISTIC
ANALYSIS SOCIAL
AUDITS
SOCIAL ANALYTICS
PLAYBOOKS
SOCIAL CRM LISTENING
ENGAGE
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14. ELASTIC INFRASTRUCTURE

15. Community Management
Content Strategy
Listening & Reporting
Influencer Relationships
Advocacy Programs
Paid/Search Integration
Internal Infrastructure
SCALE
Venue Management
Social CRM

16. CRISIS ENGAGEMENT GAS?

17. Social Content
Strategist Strategist
Social Community
Analyst Manager

18. ★The Yang to CM Yin
Social ★Focus on listening & analyzing
Analyst ★ The real job is INSIGHTS
★Constant communication w/ CM
★Cat Wrangler
Community ★Offense & Defense
Manager ★ troops on the ground
★API between brand & customer
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19. ★The magic word is Integration
Social
Strategist ★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
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20. Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

21. MODERN TOOLS
(KEEPING IT ALL TOGETHER)
“A man who can’t bear to share his habits is a man who
needs to quit them.”
-Stephen King

22. THOUGHT LEADERSHIP
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23. PROJECT MANAGEMENT
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24. PROPS!
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25. INTERNAL INTEGRATION
#30tweets
ThoughtCapsule
#30tweets
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Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

26. 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 & Sea
World Texas)
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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

27. THOUGHT CAPSULE
Text
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Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

28. CONTACT INFORMATION
Joe Cox
Director of Social Media
816-809-6466
jcox@barkleyus.com
Geoff Pickering
SVP Managing Director of Digital Marketing
816-807-3367
gpickering@barkleyus.com
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29. THANK YOU

30. IN THE YEAR 2013...

31. 2013
Stock & Flow
Rapid Prototyping & Relevance Wrapping
Transmedia storytelling is where it’s at
Finally some integration amongst SMMS
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