#SMCKCPROFESSIONAL LUNCH

@joenormal@GeoffKC

JANUARY 10, 2013

HOW DO YOU BECOME A TEAM OF SUPER HEROS?

FIND YOUR

WHY

WHATHOWWHY

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OUTSIDE-IN

CONVENTIONAL“SAFE”

INSIDE-OUT

REMARKABLE“WIN”

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THE BARKLEY WAY

CHECKLIST

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

Imagining the biggest possible future for our clients.

THE BARKLEY WAY

CHECKLIST

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

Imagining the biggest possible future for our clients.

SOCIAL MEDIA - CONNECTED CONSUMER

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UNDERSTANDING THE BRAND RELATIONSHIP

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BRAND STRENGTH

BRAND ENGAGEMENT

BRAND COMMITMENT

SOCIAL MEDIA SERVICES

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SOCIAL AUDITS

PLAYBOOKS

LISTENING

ENGAGE

SOCIAL CRM

SOCIAL ANALYTICS

LINGUISTIC ANALYSIS

ELASTIC INFRASTRUCTURE

SCALE

Community Management

Content Strategy

Listening & Reporting

Influencer Relationships

Advocacy Programs

Paid/Search Integration

Internal Infrastructure

Venue Management

Social CRM

CRISIS ENGAGEMENT GAS?

Social Strategist

Content Strategist

CommunityManager

SocialAnalyst

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★The Yang to CM Yin

★Focus on listening & analyzing

★ The real job is INSIGHTS

★Constant communication w/ CM

SocialAnalyst

CommunityManager

★Cat Wrangler

★Offense & Defense

★ troops on the ground

★API between brand & customer

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Social Strategist

Content Strategist

★The magic word is Integration

★Internal & External teams are always in alignment

★ API between external & internal teams

★The magic word is still integration

★It’s not just content, but socially optimized Content

★API between brand voice & agency creative

Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

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

THOUGHT LEADERSHIP

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\

PROJECT MANAGEMENT

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PROPS!

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Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

INTERNAL INTEGRATION

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#30tweets

ThoughtCapsule

#30tweets

Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

26Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

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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)

Confidential & Proprietary: All contents are the property of Barkley until such time that MSA and contract are signed

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Text

THOUGHT CAPSULE

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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THANK YOU

IN THE YEAR 2013...

2013

Stock & Flow

Rapid Prototyping & Relevance Wrapping

Transmedia storytelling is where it’s at

Finally some integration amongst SMMS

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