PreCommerce – Jessica Gioglio, Mason Nelder, Judith Williams
Three of our speakers in the morning of the Precommerce Summit covered diverse topics, from the impact of visualization to understanding bias in the workplace. In an era of “infobesity” how can brands stand out, and at the same time how can brand leaders build effective teams that can achieve high performance. Our three speakers shared perspective on how these can be relevant in today’s marketing world.
BIO: Jessica Gioglio is a Social Media Strategist and recognized thought leader who specialized in content and community engagement. Throughout her career, Gioglio has been a valuable contributor to the social media and communications teams at Dunkin’ Donuts, TripAdvisor, State Street and Comcast. In addition to be a featured speaker at numerous social media and technology conferences, Gioglio covers social media best practices for the Convince&Convert blog. She also founded and runs The SavvyBostonian, a Boston-based lifestyle blog. Finally, she published her first book (co-authored with Ekaterina Walter) in 2014, “The Power of Visual Storytelling”
Jessica opened talking about the genesis of the term “Infobesity,” using it to describe the current state of social media. Today, more information is being shared across social channels than ever before. Every 48 hours we are producing the same amount of content than has been created since the beginning of time to 2003. To stand out, we need to take several steps:
1) Embrace Visuals to Tell Your Story
Visuals are processed by the brain 60,000 times faster than text, and over 90% of information transmitted to the brain is visual. As an example, TSA uses Instagram to share extreme examples of what people try to get through the airport. The images are true to the brand voice and objectives, educating the public about their mission.
2) Content Personalization – Personalize, Don’t Spray
Personalizing visual content is a key way to help content resonate with audiences. L’Oreal partnered with LinkedIn to develop the “Are You In” program, creating custom shareable visuals. This was very strategic in engaging women professionals who are also important consumers.
3) Be Timely and Relevant in a Way that Adds Value
In the era of social media, relevant content can take on a life of its own. SmartCar leveraged this concept best when replying to @adtothebone’s tweet mentioning a bird crapping on a Smart Car by creating a timely infographic about the weight of bird crap to damage a car. The response was consistent with SmartCar’s smart, cheeky persona (and in my opinion, brilliant).
4) Create Content with Brand Advocates
Audience members who are advocates of a brand can enable and enhance content campaigns online, and employees (when guided properly) can jump start the effort. Dunkin’ Brands did a content integration with Shark Week, creating the “Take a bite, take a pic” selfie contest. Brand advocates made the campaign work because of their passion for the brand and the level of participation.
5) Surprise and Delight
Looking for ways to surprise audiences visually can also be very effective. BenefitBeauty on Twitter will reply with custom “pick me up” phrases to inspire.
Jessica concluded succintly stating, “Cut through the clutter with remarkable experiences to achieve success.” Well said.
Mason Nelder (Director of Social Media and Digital Strategy – Verizon) – Leveraging a Strengths Culture to Scale Insights
Bio: Mason Nelder currently serves as the Director of Social and Digital Strategy for Verizon Communications. He is a communications and social business strategist, primarily focusing on social media and digital strategy. With over ten years of digital experience from startups to Fortune 20, he’s a collaborator, strategist and speaker who has sparked culture change, improved business communication and persuasively mandated business innovation. .
If statistics hold true, 65-70% of all of us are not working within our strengths. Mason shared the approach to designing, hiring and building the Verizon Central Insights team to ensure that the team was set up for success and leveraging team members’ strengths to achieve a high performing team.
When we work within our strengths, working is easy because that’s where the largest potential is. Mason showed the formula:
TALENT x INVESTMENT = STRENGTH (consistent, near-perfect performance)
So how do you position this within a company to scale? For Verizon Central Inisghts, Mason created the Insights Ecosystem, mapping four different personality types and skill sets that could be showcased as strengths in his team:
1) Research and Trends
2) Marketing Science
5) Insights Enablement
Last group is key to ensuring all parts of the team is working together – creating a framework, linking technology and interacting with the business community and driving governance. This is typically the weakest link in most organizations.
Most groups do not hire to their strengths and put people in roles that are a mismatch. For example, taking project managers and having them in roles to focus on providing advanced analytics. When people are in roles that leverage strangths, quality and output improves and happiness levels go up.
Bio: Judith Williams is the Global Diversity and Talent Programs Manager at Google where she supports engineering and the technical side of the company. Before joining Google, Judith was an entrepreneur, a human resources consultant and a college professor. She co-founded, Wallace Williams Global, LLC, a strategic diversity and inclusion consulting practice. Prior to creating WWG, she was a Research Director for the Corporate Leadership Council where she consulted with global human resources executive issues.
“Unconscious bias” is errors or flaws that occur as we process information. If you make a mistake in the context of identifying friends and foes, the cost is very high. We receive 11 million bits of data in every moment. We are 99.999996% unconscious because we can’t process that amount of data.
Several types of bias:
1) Social biases – Preferences to be with “someone like me”
2) Memory biases – The way we remember information based on patterns of prior behavior
3) Decision making biases or confirmation biases – Seeking out information that confirms our viewpoint
4) Probability and belief biases – Overvaluing information that is easily accessible to us, and assuming it has more value than it does without the right sample size
These biases are acting on us all the time and change the way we view the world.
Google is starting out with a large education campaign “Unconscious Bias @ Work” and “Bias-Busters,” role playing real scenarios. One example is the learning that~10% of YouTube videos were uploading upside-down through iOS uploader. Turns out none of the engineers of the app were left handed, and videos are filmed horizontally in a different way.
To address biases, it’s important to commit to actions:
1) Structure for Success
2) Collect Data
3) Evaluate Subtle Messages
4) Hold Everyone Accountable
Think about the questions you might not be asking because of your blind spots.
For more information on our SXW2O events and our speakers, please visit our website: http://w2oevents.com