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@bernieborges #SignatureSpeakerSeries
How-To Build Transformational Organization-Wide Marketing
Bernie Borges

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@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

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@bernieborges #SignatureSpeakerSeries
Topics
Three-Layer Framework for Organization-Wide
Marketing
Cross Functional Marketing in Action
Success Factors

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@bernieborges #SignatureSpeakerSeries
THREE
LENSES

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@bernieborges #SignatureSpeakerSeries
1. Corporate experience.
2. Agency experience.
3. Podcast interviewer.

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@bernieborges #SignatureSpeakerSeries
MARKETING
TRANSFORMATION

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@bernieborges #SignatureSpeakerSeries
The Deck is Stacked
Against the Traditional
Marketing Department.

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@bernieborges #SignatureSpeakerSeries
Demands from the C-Suite
to demonstrate ROI are at
an all time high

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@bernieborges #SignatureSpeakerSeries
Marketing is not the sole
responsibility of a traditional
marketing department.

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@bernieborges #SignatureSpeakerSeries
Cross-functional marketing
is not an option

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@bernieborges #SignatureSpeakerSeries
THREE-LAYER
FRAMEWORK FOR
ORGANIZATION-WIDE
MARKETING

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@bernieborges #SignatureSpeakerSeries
Ice Cream
Sandwich
FRAMEWORK

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@bernieborges #SignatureSpeakerSeries
Three characteristics to
effective storytelling:
1. Authentic
2. Relevant
3. Actionable
Storytelling

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@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

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@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.

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@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.

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@bernieborges #SignatureSpeakerSeries
Ice Cream
Sandwich
FRAMEWORK

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@bernieborges #SignatureSpeakerSeries
EMPLOYEES
RULE!

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@bernieborges #SignatureSpeakerSeries
http://www.edelman.com/post/credibility-continues-come-employees/
Year after year, regular
employees – and particularly
those with technical
expertise – continue to be
highly trusted sources of
information.

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@bernieborges #SignatureSpeakerSeries
Ice Cream
Sandwich
FRAMEWORK

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@bernieborges #SignatureSpeakerSeries
Marketing can harness
employees’ storytelling
potential.

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@bernieborges #SignatureSpeakerSeries
Skills needed:
Part Quant

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@bernieborges #SignatureSpeakerSeries
Skills needed:
Part Crayola

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@bernieborges #SignatureSpeakerSeries
It’s the role of marketing to
be part networker.

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@bernieborges #SignatureSpeakerSeries
It’s the role of marketing to
be part detective.

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@bernieborges #SignatureSpeakerSeries
It’s the role of marketing to
be part journalist.

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@bernieborges #SignatureSpeakerSeries
CROSS FUNCTIONAL
MARKETING
IN ACTION

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@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

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@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

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@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

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@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

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@bernieborges #SignatureSpeakerSeries
SUCCESS
FACTORS

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@bernieborges #SignatureSpeakerSeries
TRAINING

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@bernieborges #SignatureSpeakerSeries
ACTIONABLE
STORIES

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@bernieborges #SignatureSpeakerSeries
“Marketing is Not One
Department”

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@bernieborges #SignatureSpeakerSeries
Ice Cream
Sandwich
FRAMEWORK

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@bernieborges #SignatureSpeakerSeries
Take Aways
Framework for cross functional marketing.
Skills needed: Quant & Crayola.
Storytelling: Authentic, Relevant,
Actionable.
Employees have the best stories.
Success factors: Training, Actionable,
Mindset

38.
@bernieborges #SignatureSpeakerSeries
with Bernie Borges
socialbusinessengine.com
twitter.com/sbengine
facebook.com/socialbusinessengine/
findandconvert.com
twitter.com/findandconvert
facebook.com/findandconvert/
bernie@findandconvert.com twitter.com/bernieborges
linkedin.com/in/bernieborges

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@bernieborges #SignatureSpeakerSeries