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?

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Me and my posse.

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My marketing career started here…

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THE CONTENT ERAAnd what it taught us

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Content is King…Right?

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What We Learned

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What We Learned

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What We Learned

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CULTURE IS THE KING’S ARMYActivating your culture to inspire the troops

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Culture is the King’s Army

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What is Culture?

The attitudes and behavior characteristic of a particular social group.

The cultivation of bacteria…in an artificial medium.

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Articulating Your Culture

CONCLUSION:When it comes to culture, the more circular and colorful, the better. ;)

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Accentuate…Authentically.

The same is true for your business.

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Cultural “VIBE”

Cultural Traction™ and VIBE-rating trademarks of Added Value.

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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

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Top Cultures

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RALLY YOUR TROOPSWaving the cultural flag and assembling the team

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Let’s Talk.

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The Wisdom of the Crowd

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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

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It’s a Content Party!

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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.

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It’s a Team Effort

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Learn & Adjust

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CULTURE-RICH CAMPAIGNSShowcasing your authentic culture through content

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Just Say No…to Stock Photography

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Keeping it Real

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Keeping it Real

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Keeping it Real

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Keeping it Real

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Keeping it Real

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Keeping it Real

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When Content Lacks Culture…

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Authentic Perspectives

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Build Internal Capabilities

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READY-FIRE-AIM (REPEAT)Progress over perfection, everyday.

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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.

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You Really Can’t Say it Too Much…

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WAR VS. BATTLEKeeping a long-range perspective

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Keeping a Long-Range View

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Let’s Connect:Twitter: @jenniferzickLinkedIn: in/jzickEmail: jennifer.zick@gmail.com