Blog

On the annual springtime migration to Austin, our clients, partners and friends—without fail—take one look at the super packed SXSW Interactive schedule, get excited, get overwhelmed and then proceed to have nasty flashbacks to first year course selection at university. Well, with deep gratitude to my esteemed colleagues Kristen Grant and Melissa O’Hara for their SXSW sleuthing skills, we’ve tried to take out some of the guesswork.

The team waded knee deep through the SXSW Interactive Health & MedTech stream of events to find what we hope will be some of the golden nuggets. Just think of us as your team of guidance counselors, here to help you pick your major, minor and maybe a couple electives.

But before we get to the list, I want to highlight our own MDigitalLife team who will have a standing presence at the SXSW Health & MedTech Expo. They will be showcasing how we can help you understand and leverage the online healthcare ecosystem, having mapped the digital footprints of over 700,000 stakeholders worldwide. Be sure to stop by and visit them as you make your way around the sessions.

Now, let’s get to our recommended sessions. Each link takes you to the relevant page on the SXSW site where you can add the event to your schedule.


Friday, March 11, 2016


2016 SX Health & MedTech Expo

Time: 10:00am-6:00pm

Location: JW Marriot, 110 East 2nd Street

SX Health & MedTech is an integral part of SXSW Interactive, brings together many of the conversations being discussed at SXSW – not to mention that everyone has a personal relationship with health. Look for the 2016 event to expand the number of exhibitors, broaden and deepen the discussion topics, and make it even more accessible for the SXSW community to participate in the conversation.


Saturday, March 12, 2016


Value Revolution: Transforming the Health Business

Time: 9:30am – 10:30am

Location:  JW Marriott, Room 203-204 110 E 2nd St

This panel will explore the groundbreaking solutions to the problems that have driven the system to the breaking point, along with specific regions and ecosystems that are making those solutions real.


Apps and Better Medical Outcomes: Real Solutions

Time: 11:00am-12:00pm

Location: JW Marriott, Room 201-202 110 E 2nd St

This panel will discuss cutting edge mobile solutions that help with communication among caregivers, educational or job re-entry, organization of medical records and independence


Virtual Health: Is it Real or Just Fantasy?

Time: 11:00am – 12:00pm

Location: JW Marriott, Room 203-204 110 E 2nd St

Experts will speak about a number of topics including the historical legislative and policy initiatives that have hindered and promoted the use of virtual health at the state and federal levels and the rapid development of technology that is enabling these platforms to provide improved access and quality driven outcomes.


A New FDA: A Partner for the Digital Future

Time: 12:30pm-1:30pm

Location: JW Marriott, MedTech Stage 110 E 2nd St

Leading this charge is Bakul Patel, Assoc. Director for Digital Health at the FDA, who will provide insights into the FDA’s current and future plans for regulating digital health and answer those questions you were afraid to ask.


Rare in Common: Building Rare Disease Communities

Time: 12:30pm-1:30pm

Location: JW Marriott, Room 201-202 110 E 2nd St

This session will explore the potential and impact of these digital communities with rare diseases in common from the point of view of multiple stakeholders: the people facing rare diseases themselves, companies dedicated to developing medicines for them, and thought leaders in rare disease communications.


Virtual Physicians: The Future of Healthcare

Time: 12:30pm-1:30pm

Location: JW Marriott, Room 203-204 110 E 2nd St

Join us to explore the revolutionary role virtual humans may play in your healthcare future! Part of the IEEE Tech for Humanity Series.


New Prescription: Mobilize Patients’ Communities

Time: 3:30pm-4:30pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Hear from the President of Seton Medical Center Austin and CEO of Rallyhood, who created an innovative program to mobilize patients’ personal communities that aide hospital recovery.


Digital Health and Outcomes: Where’s the Evidence?

Time: 3:30pm-4:30pm

Location: JW Marriott, MedTech Stage 110 E 2nd St

This panel, moderated by BuzzFeed’s Stephanie Lee, will explore how digital health companies can use clinical evidence to succeed through the lens of a company that has commercialized its outcomes (Omada Health), a company that validates emerging products (Evidation Health), and an investor that evaluates hundreds of companies each year (Rock Health).


The Future of Medicine: Where Can Tech Take Us?

Time: 5:00pm-6:00pm

Location: JW Marriott, MedTech Stage 110 E 2nd St

From the prospective of a leading physician, scientist and innovator who is Chair of Medicine at Singularity University, this talk examines rapidly emerging, game changing and convergent technology trends and their potential to change the face of healthcare and the practice of medicine.


Are Medical Devices and Systems Hack Proof?

Time: 5:00pm-6:00pm

Location: JW Marriott, Room 203-204 110 E 2nd S

As clinicians increasingly rely on computers vs. common sense, and medical devices become increasingly vulnerable to security breaches, it’s time for new dialog on trust and security for Medtech.


Sunday, March 13, 2016


2016 SX Health & MedTech Expo

Time: 10:00am-6:00pm

Location: JW Marriott, 110 East 2nd Street

Look for the 2016 event to expand the number of exhibitors, broaden and deepen the discussion topics, and make it even more accessible for the SXSW community to participate in the conversation.


Telling Health Stories with Interactive Storymaps

Time: 11:00am-1:00pm

Location: JW Marriott, Room 402-403 110 E 2nd St

This interactive workshop will use Esri’s storymapping technology and teach participants how to find health data, combine different data, and display them through interactive storymaps that create unique, holistic depiction of personal and community health. Bringing your own health data is encouraged!


Revolutionizing Med Education to Transform Health

Time: 12:30pm – 1:30pm

Location: JW Marriott, Room 203-204  110 E 2nd St

Experts on the front lines of this revolution will discuss how medical schools are changing, what this means for students, educators, patients and the community, and how technology and innovation will help create physician lead in the evolving education landscape.


Hacking for Healing: MedTech & Chronic Disease

Time: 12:30pm-1:30pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Four experts will discuss their platforms, research, and deep experience to give chronic disease patients new ways to think about managing their health — shifting from precision medicine to precision prevention.


Imagining the Future of Personalized Medicine

Time: 3:30pm-4:30pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Jennifer Darmour, wearable tech expert and designer, David O’Reilly, leader in digital medicine, and Alan Levy, veteran innovator of specialty pharma products, debate the best path forward toward more engaging and personalized healthcare and lay out future possibilities that will astound you.


The President’s Precision Medicine Initiative

Time: 3:30-4:30pm

Location: JW Marriott, MedTech Stage 110 E 2nd St

The Precision Medicine Initiative, unveiled by President Obama in January 2015, is a bold new cross-government initiative to build the technology, data and policy frameworks to catalyze new insights and therapies so that every patient can have individualized, tailored treatment.


(Video) Gaming the Healthcare System

Time: 5:00-6:00pm

Location: JW Marriott, MedTech Stage 110 E 2nd St

Games, video games in particular, have shown a much more significant contribution to healthcare by providing a connective community and therapy to both physical and cognitive impairments, as detailed by our expert panel. Come play!


Millennials in Medicine: Good or Bad for Health?

Time: 5:00pm-6:00pm

Location: JW Marriott, Room 203-204 110 E 2nd St

This panel of leading millennial physician-innovators will offer a provocative prognosis for the future of US healthcare and debate the net value of physicians disrupting rather than providing healthcare.


Deadliest Catch: New Cancer Diagnosis Approaches

Time: 5:00-6:00pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Biomarkers are recognized as a critical tool for bringing new drug candidates to market and driving personalized medicine. Now, this groundbreaking science provides a powerful new opportunity to detect and prevent lethal cancers and save lives.


Monday, March 14, 2016


Wearables: The Powder Keg for a Health Revolution

Time: 9:30am-10:30am

Location: JW Marriott, Room 201-202 110 E 2nd

Join Garmin, a global leader in connected fitness and wellness technology, and Validic, the healthcare industry’s leading digital health platform, as they discuss how wearable technology innovation and adoption is setting the stage for a healthcare revolution.


Rethinking Healthcare Through Design Thinking

Time: 11:00am-12:00pm

Location: JW Marriott, Room 203-204 110 E 2nd S

This panel will feature a nationally recognized health design leader to lay out the landscape of problems facing healthcare, and he will demonstrate how creativity and design can address – and have addressed – those challenges.


Consumer Reports: What’s Our Health Data Worth?

Time: 11:00am-12:00pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Hear solutions for balancing individuals’ right to privacy with profound opportunities to serve the public good, advance science & innovation, and achieve a more effective health-care system. Takeaways include ideas for new regulations, systems, and best practices, plus actions we can all take to manage our valuable health data more responsible.


CDT/Fitbit: Ethics and Privacy in Wearable Research

Time: 12:30pm-1:30pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Through a visually engaging presentation, the presenters will offer details on the project goals, methodology, findings, and analysis, as well as present the final guidance recommendations.


Wearables in Health: In Theory and in Practice

Time: 3:30pm-4:30pm

Location: JW Marriott, Room 201-202 110 E 2nd St

In this dual presentation, Dr. Sam Volchenboum will speak to where we’re at and where we’re headed regarding the challenges and benefits of using wearable data to inform treatment and clinical trials. Dr. Ray Duncan of Cedars Sinai Hospital will share the practical hurdles, insights, and success stories of integrating wearable data with EMRs at one of the most connected health systems in the country.


Tuesday. March 15, 2016


Tech in the Golden Years: How Tech Changes Aging

Time: 9:30am-10:30am

Location: JW Marriott Room 201-202 110 E 2nd St

In this panel, SXSW goers will gain a fresh perspective on emerging tech in senior healthcare from an often unheard generation at SXSW: a baby boomer. HomeHero, Heal and PillPack will speak on the need for quality caregivers, physicians and easy access to medication, while the aging senior can share his own perspective.


We the People: Healthcare and the 2016 Election

Time: 11:00am-12:00pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Join Jane Adams, Washington insider & Senior Director of Federal Affairs, Johnson & Johnson, & Lauren Chauret, Partner at PTV Healthcare Capital, as they discuss the 2016 election, its implications on the healthcare system & show you how to come out on top!


Inhale and Exhale: The Future of Health Data APIs

Time: 3:00pm-4:00pm

Location: JW Marriott, Room 201-202 110 E 2nd St

A generation of startups are taking on the enormous task of building simple, portable APIs for health data. These companies are building solutions that will finally bring about the interconnected health system that we are all desperately waiting for, and could hold the keys to cracking open the health IT market.


Fixing the Patient Behavior Change Gap

Time: 5:00pm-6:00pm

Location: JW Marriott, Room 203-204 110 E 2nd St

This panel explores why behavior change is so difficult, even when it’s in our best interest, and how new technologies and smarter design can help us solve the largest problem in healthcare tech — behavior modification and engagement.


Improving Physicians’ Understanding of Patients

Time: 5:00-6:00pm

Location: JW Marriott, Room 201-202 110 E 2nd St

Based on case study data, participants at a recent health app design challenge developed a FHIR-compliant application that intuitively communicates the patient’s status to any interested party.


Of course, while SXSW sessions can be hit and miss, we hope that this curated list of recommendations helps you navigate the maze of SXSW and have a better overall experience at SXSW. And if you have other recommendations or feedback on our shortlist, please be sure to let us know in the comments below.


Learn more about W2O Group

In 2016, it should be no surprise that many doctors have translated their offline influence into social influence, sharing health information with colleagues and patients. While HIPAA and the need to maintain patient privacy are well understood by physicians, what is less understood is the Federal Trade Commission (FTC) guidance on social media. In order to protect the general public and ensure that online influencers are transparent about payment and gifts, the FTC issued Endorsement Guides. The FTC suggests that this be accomplished using hashtags such as #ad, #paid, #sponsored or #promoted in posts.

STATNews recently highlighted a few physicians who did not make their relationship with biopharma companies readily apparent when commenting on the company products. When we work with physicians to educate them on using social media, central to this effort is how to use it appropriately, including an explanation of the FTC regulations. The FTC notes that “if there’s a connection between an endorser and the marketer that consumers would not expect and it would affect how consumers evaluate the endorsement, that connection should be disclosed.”

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What’s a Physician To Do?

If a physician is working with a biopharma company and is being compensated for their expertise as a key opinion leader (KOL), we recommend that this be disclosed. One way is to add a hashtag with the name of the company and the acronym KOL (#CompanyKOL) to social posts. This makes it clear that the physician has a relationship with the company. In order to provide this clarity, one of our clients requests the healthcare professionals use #spokesperson in their posts. And, because the relationships between healthcare professionals and biopharma companies can be multi-faceted, another way to highlight the connection is for the physician to add a link to in their bio that explains the details, such as involvement in clinical trials.

It’s also important to note that, similar to bloggers, the physicians are not being paid for their positive opinion, but for their expertise. Consumers want to hear from physicians and learn from them. It’s just important that the context is apparent.

Always Keep Fair Balance in Mind

Many physicians also aren’t aware of the complex Food and Drug Administration (FDA) regulations on promoting drugs. This includes the need to include “fair balance” (i.e. if you feature the benefits of a medication, you need to equally feature the potential risks). The FDA is clear that this requirement needs to be maintained even when there are only 140 characters on Twitter. A link to the important safety information does not suffice.

When working with influencers, whether patients or physicians, we always share the FDA and FTC guidelines so that they can make educated choices when sharing on social. No matter who you are, authenticity and transparency are essential to building relationships via social media.

 

 

On February 16th, W2O Group had the pleasure of sponsoring/speaking at the Holmes Report’s 3rd Annual In2 Summit in San Francisco. The event focused on bringing together “the industry’s most innovative minds to explore the future of influence and engagement.” [You can read our agency-wide recap here.]

At this years’ event, BrewLife was honored with the In2 SABRE Award for “Use of Social Media or Analytics for Audience Insights or Influencer Targeting” for our Tejava Tea social media campaign – an award we are extremely proud to receive.

BrewLife partnered with Crystal Geyser’s Tejava Tea last summer to help raise awareness and increase sales for their summer tour in LA. Tejava would be giving out samples at outdoor concerts and along the Santa Monica Pier, sponsoring events, and running billboard and radio ads throughout the area over a six week period. Our agency was tasked with developing a cohesive and consistent voice across all of Tejava social media platforms, which included Facebook, Twitter, and Instagram.

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We kicked off the project the way we always like to: by tapping the W2O Analytics team to help identify Tejava’s target audience in the LA area. This was done through a SocialGraphics analysis, a proprietary analytics tool that identifies key interests and affinities, demographics, and the most important product features to our target persona. After looking at the results, we deemed our target segment the “Lifestyle Changers,” people looking to make healthier life choices – like switching from soda to Tejava’s zero-calorie, unsweetened tea. We then completed a conversation-based analysis which highlighted all of the conversations “Lifestyle Changers” were having on social media over the past year. The results allowed us to identify groups with common characteristics, which we could then target throughout the campaign. We used Tejava’s unique spin on unsweetened tea and all-natural elements to come up with the #PerfectNothing campaign, celebrating the moments of “nothing” in life. Our creative team showcased the #PerfectNothing lifestyle through candid posts showcasing the simplicity of Tejava’s unique fans’ healthy lifestyles.

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For two weeks leading up to the LA tour and then six weeks throughout the tour, we posted 2-3 social posts per week. Once the campaign was underway, we tracked performance and adjusted our strategy to optimize each post. For example, analysis showed active imagery and group shots performed better so we adapted the creative to maximize on these insights. Additionally, we worked with our Analytics team to identify social influencers and place paid ads to target them specifically. Our SocialGraphics and conversation-based analysis allowed us to place ads and use social influencers that would come in contact with “Lifestyle Changers” through common page likes, conversation topics, and more. This was a great way to increase awareness as well as visibility across social channels. This award means a lot to us because it demonstrates the added value of working with BrewLife, a W2O Company. Not only do clients get the insights and intelligence of the BrewLife team, but they also get the input and analytical capabilities from our long hallway at W2O. The Tejava #PerfectNothing campaign is a great example of how collaboration across various teams allowed us to create and launch a successful (and award winning) campaign!

 


Learn more about W2O Group

 

On February 16th, W2O Group had the pleasure of sponsoring/speaking at the Holmes Report’s 3rd Annual In2 Summit in San Francisco. The event focused on bringing together “the industry’s most innovative minds to explore the future of influence and engagement.” [You can read our agency-wide recap here.]

At this years’ event, BrewLife was honored with the In2 SABRE Award for “Use of Social Media or Analytics for Audience Insights or Influencer Targeting” for our Tejava Tea social media campaign – an award we are extremely proud to receive.

BrewLife partnered with Crystal Geyser’s Tejava Tea last summer to help raise awareness and increase sales for their summer tour in LA. Tejava would be giving out samples at outdoor concerts and along the Santa Monica Pier, sponsoring events, and running billboard and radio ads throughout the area over a six week period. Our agency was tasked with developing a cohesive and consistent voice across all of Tejava social media platforms, which included Facebook, Twitter, and Instagram.

Lifestyle ChangersWe kicked off the project the way we always like to: by tapping the W2O Analytics team to help identify Tejava’s target audience in the LA area. This was done through a SocialGraphics analysis, a proprietary analytics tool that identifies key interests and affinities, demographics, and the most important product features to our target persona. After looking at the results, we deemed our target segment the “Lifestyle Changers,” people looking to make healthier life choices – like switching from soda to Tejava’s zero-calorie, unsweetened tea.

We then completed a conversation-based analysis which highlighted all of the conversations “Lifestyle Changers” were having on social media over the past year. The results allowed us to identify groups with common characteristics, which we could then target throughout the campaign.

We used Tejava’s unique spin on unsweetened tea and all-natural elements to come up with the #PerfectNothing campaign, celebrating the moments of “nothing” in life. Our creative team showcased the #PerfectNothing lifestyle through candid posts showcasing the simplicity of Tejava’s unique fans’ healthy lifestyles.

Social PostsFor two weeks leading up to the LA tour and then six weeks throughout the tour, we posted 2-3 social posts per week. Once the campaign was underway, we tracked performance and adjusted our strategy to optimize each post. For example, analysis showed active imagery and group shots performed better so we adapted the creative to maximize on these insights.

Additionally, we worked with our Analytics team to identify social influencers and place paid ads to target them specifically. Our SocialGraphics and conversation-based analysis allowed us to place ads and use social influencers that would come in contact with “Lifestyle Changers” through common page likes, conversation topics, and more. This was a great way to increase awareness as well as visibility across social channels.

This award means a lot to us because it demonstrates the added value of working with BrewLife, a W2O Company. Not only do clients get the insights and intelligence of the BrewLife team, but they also get the input and analytical capabilities from our long hallway at W2O. The Tejava #PerfectNothing campaign is a great example of how collaboration across various teams allowed us to create and launch a successful (and award winning) campaign!

This past Tuesday, W2O Group had the pleasure of sponsoring/speaking at the Holmes Report’s 3rd Annual In2 Summit in San Francisco. The event focused on bringing together “the industry’s most innovative minds to explore the future of influence and engagement.” You can learn more about the summit here. At this year’s event, there were approximately 150 senior level communications and marketing professionals and nearly double that night at the awards dinner. The panels, keynotes and fireside chats focused on topics like the growing importance of corporate reputation, diversity, and how the evolution of earned and social media are requiring brands and their agencies to work harder at storytelling and better targeting.

For the mid-day keynote, we had the fortune of Bob Pearson leading a “CMO power panel” with Natalie Malaszenko, SVP of Marketing at Overstock.com, Dorthy Jones, CMO at Interstate Batteries, and Larry Yu, Marketing Partner at Accel Partners. There was a ton of ground covered which you can read more about here.

Last but not least, we were honored to pick up three awards: one for our events at SXSW (Best Live Event – Agency), our work with Tejava (Best Use of Social Media or Analytics for Audience Insights) and the granddaddy of them all, the new Business Value Award for our attribution modeling work with Autodesk. It’s worth noting that the Sanofi Pasteur team’s “Flu + You” was a finalist for several other awards. We are incredibly proud of our team!

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The social team led by Matthew Heinrichs (who was a driving force behind the great work we did on Tejava) loaded the ‪#‎In2Summit‬ social streams before, during and after the event. Check out some of the most compelling social content from the event via Storify – embedded below.

As an important side note, over the last three years, we’ve had Bob Pearson, Jim Weiss and now Seth Duncan win the honor of being one of Holmes/In2 Summit’s “Top 25 Industry Innovators.” They are in the great company of numerous CCOs, CMOs and well-known agency leaders.

We are honored to have been recognized for our work in 2015 and look forward to raise the bar and continue to pursue innovation in 2016.

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There is a content and media surplus. Attention defecit. Consumers have tunnel vision. Their media consumption habits and behaviors are unpredictable.

This makes it extremely difficult to reach an audience.

Whether it’s an ITDM, a physician type, millennial, developers or an affluent consumer, you name it. You can’t just launch a campaign and expect to make a difference much less any business impact.

But imagine if you had the intelligence that define their behavior online? What type(s) of media they consume, their specific language and context when talking about key issues? Their platforms of choice or what time(s) they are online? Essentially, knowing what makes that specific audience unique from everyone else?

This intelligence is critical.  And, this is how you break through the clutter and reach your audience with content and ideas that matter – to them, not you.

Everything else is just a guess.

A lot of folks talk definitively about storytelling, being human and of course content marketing.  And many of the campaigns referenced are certainly creative with catchy tag lines, cool hashtags, interactive video, etc. They may even get a nice write up in Digiday or Adweek.

But I wonder how impactful these campaigns really are.

Below are some slides I put together an approach that leads with audience architecture which should be the backbone for all marketing campaigns.

Enjoy.

 

 

On Twitter, as on many social channels, it’s becoming increasingly difficult to get organic engagement.  Twitter has a suite of ad offerings designed to help gain followers, video views, app downloads and more, which pharma brands have started using more as part of their social strategy. To encourage greater brand engagement, Twitter recently launched “conversational ads” that include call to action buttons with customizable hashtags.

Below is an example from Twitter showing how these ads work. When a call to action button is tapped, the tweet composer opens with a pre-populated message accompanied by the creative and hashtag buttons. The user can then personalize the tweet and share it with his/her followers, and then receives a thank you.

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A tool for biopharma?

There is no question of the value to consumer brands…but pharma?  Could pharma really use this advertising option?  While it may appear impossible or even a little anxiety provoking, closer examination reveals that it may be more feasible than we initially thought – for the right content.

Consider, for example, a disease awareness campaign in which a thought-provoking question about heart disease is posited with two options for patients to tweet and that tweet includes a link to the disease awareness web site for that campaign.

Let’s also consider the benefit for broader corporate campaigns that enable companies to directly engage potential employees for recruitment purposes or drive thought leadership.  Not to mention the potential application for philanthropy or CSR programs.

Finally, there could be great potential to use this platform at popular healthcare conferences like JP Morgan, AHA or ASCO.   Companies can pose questions to attendees and drive followers, booth visitors, presentation attendees or attendees to other company-sponsored programs.

We know what you’re thinking…this all sounds really exciting but what about our responsibility for the content pushed out by those who interact with the conversational ads?

Per the FDA draft guidance issued in January 2014, a company is generally not responsible for user generated content (UGC). This is the case even if the UGC is on the company’s social site. So a biopharma company would need to ensure that the Tweet, as well as the pre-populated response Tweets, were fully compliant. If a user then chose to revise that message this would be UGC and outside the firm’s control.  And companies would also continue to employ whatever AE monitoring protocols have been established.

Used appropriately, conversational ads may be a direct and engaging addition to a brand – or corporation’s – PESO (paid, earned, shared, owned) strategy.

Twitter is currently offering conversational ads in beta for select advertisers. If you are a W2O client and are interested in learning more, please contact your account team.

-Eileen O’Brien and Molly Stock

Data and its accompanying insights are having a profound business impact on the value and efficacy of both marketing and corporate communications.

The real benefit is that analytics provide a roadmap for more precise communications – i.e., identifying influencers, including media as part of a larger ecosystem connecting emotion with purchase behavior. Or, moving internal communications from a Broadcast model to a Conversation model, one in which employees can actually make the argument themselves through a more engaged environment, based on dialogue, discussion and debate. Or, predicting new areas to pursue or issues to avoid.

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Digging deeper, the real impact of analytics is how it’s reshaping the relationship between the CEO and the Chief Communications and Marketing Officers (CCMOs). No longer considered running a function, CCMOs are now pivoting to become more of a systems integrator.  That is, they are expected to turn information into new thinking to better enable behaviors that both prepare and sustain leaders, managers, employees, customers and the marketplace for what’s next.

The following reflects how we at W2O Group are learning and leading the transformation of today’s CCMO.

Essentially, we are experiencing seven distinct areas where CCMOs are incorporating data and insights to forge new, strategic relationships with CEOs.  In doing so, they are challenging historical norms, eliminating useless tactical interpretations of effectiveness, and employing unique analytical models to clearly see the organization.

1) Customer Acquisition

“How can I find the next generation of customers?” is a common question we hear from CEOs.

New models designed to identify where potential customers are migrating and how they are behaving can better pinpoint communications and marketing expenditures, helping to cultivate relationships and dimensionalize brands, products and services.

The key is to target analytics models across channels and networks of influence, encompassing the consumer’s decision journey.  Finding, understanding, engaging, and sharing with customers and influencers online, helps uncover nuances, behaviors, interests, and bias concerning brands, companies, products, services and policies. Recognizing the power of advocacy in purchase behavior and where it has the most influence not only better targets programming but more importantly, helps capture the next generation of potential customers before they even recognize the need or want.

2) Productivity and Engagement

“How can I ensure my employees’ get it?”

Further, deploying your workforce as your most potent sales force through a programmed Advocacy effort is a true differentiator in a crowded, distracted marketplace.

However, to engage employees today requires a granular understanding of how people are finding, assimilating and sharing information about the business.  Analytics provide a forensic study of employee traits in this regard. Employee View is proprietary analytics tool that captures workforce archetypes, in order to better engage employees in the business.

One CCMO from a global enterprise is meeting monthly with his CEO and reviewing a report on employee behaviors related to the company’s key imperatives.  The report identifies employee retention of important information, sentiment of executive messaging as well as tone, cadence and context.

3) Relevance 

“Are we relevant today?”

In our social/digital world, Relevance is the new Reputation.

But how can an organization measure Relevance?  In multiple ways actually.

Every industry possesses its own criteria for comprehending relevance and as such we have designed analytics models to discern what’s important and where a brand or company is viewed on that continuum.  Relevance means organizations are connecting on multiple levels with key stakeholders in areas that are meaningful to them, but also correlate to the business’ core purpose.

4) White Space

“What’s Next?”

CEOs, as we know, are often measured by current results and future prospects.

Our Landscape Analysis/Conversation Blueprint uncovers the anatomy inherent in predictive behavior in a particular category and regarding a specific product or brand.  Knowing where the game is going to be played positions CCMOs as partners in strategy formulation.  White space may result in a brand extension, new product launch schematic, a messaging platform that clarifies a product benefit, a migration of interests, etc.  Discovering such a place keeps the business agile and leaders awake to the possibilities.

5) Strategy Alignment

“How can we get people to hear us again?” Strategy and priority overload afflict every company.  Breaking through is critical if companies are to succeed in a distracted, highly volatile market.  But how?

The Narrative: More often than not, C-Suite leaders are not seeing the business in a clear, coherent manner.  Such a misaligned picture at the top of an organization causes incredible dysfunction at the middle and lower levels resulting in poor decisions and, even worse, paralysis.

Analytics and the insights derived from the right data can lead to an accurate portrayal or narrative on the business from an outside in, and an inside out, perspective.  The narrative aligns messaging and conditions behavior to accurately reflect the business’ current state so as to better navigate the right path.

Refreshing that perspective regularly drives the CEO’s agenda in a more disciplined and pragmatic fashion.

6) Efficiency (The PESO Model)

“Why are we spending our money in all the wrong places?”

In today’s communications and marketing mix, Paid, Owned, Shared, and Earned Media must work in concert with the customer journey. Earned media consists of media relations, influencer marketing and advocacy. Owned media is viewed as any type of media for which you have complete control.  In contrast, Shared media consists of content relationships, in which control is shared with your audience.  Paid media is an accelerator of earned, shared and owned media that deserves larger reach, and as a way to test the market in low-cost ways. Organizing, strategizing, and operating in a cohesive fashion across all communications and marketing platforms optimizes investment.  Orchestrating PESO via analytics achieves precision in both effectiveness and efficiency. The fuel for this journey is analytics and insights.

7) Risk Mitigation

“Are we able to handle a potential crisis situation?”

Nothing keeps a CEO up at night more than a business crisis. Avoiding and/or deftly managing a situation that can potentially damage an organization’s ability to operate is essential to a CEOs fiduciary responsibility if not his/her tenure.

Inception™ is a proprietary software and analytics platform designed to simulate issues and their trajectory toward crisis in an environment where the organization can learn, test its collective agility, judgement, collaboration, and response in a social/digital reality. The result is a more confident, integrated and progressive issues management protocol that maintains relevance and protects reputation.

A New Relationship Emerges

For today’s progressive communications and marketing leaders, analytics and insights are forging a pathway to greater influence and impact on strategy and direction.  This is leading to more sophisticated discussions on business outcomes versus tactical outputs.

For Chief Communications and Marketing Officers, the time is here to fundamentally reshape the relationship with your CEO and other C-Suite leaders through a more data-oriented, disciplined approach to both the marketplace and the workplace, systematically forging insights that lead to new choices and strategies designed to achieve organizational excellence.

Gone are the traditional outputs, structures, and anecdotal rationales that underpinned the function, but are now obsolete.

So, as a CCMO what are you talking to your CEO about?

Gary F. Grates is a principal at W2O Group and a recognized expert in strategic communications including change management, organizational communications, labor relations, corporate positioning, and M&A assimilation.

Data and its accompanying insights are having a profound business impact on the value and efficacy of both marketing and corporate communications.

The real benefit is that analytics provide a roadmap for more precise communications – i.e., identifying influencers, including media as part of a larger ecosystem connecting emotion with purchase behavior. Or, moving internal communications from a Broadcast model to a Conversation model, one in which employees can actually make the argument themselves through a more engaged environment, based on dialogue, discussion and debate. Or, predicting new areas to pursue or issues to avoid.

collaboration

Digging deeper, the real impact of analytics is how it’s reshaping the relationship between the CEO and the Chief Communications and Marketing Officers (CCMOs). No longer considered running a function, CCMOs are now pivoting to become more of a systems integrator.  That is, they are expected to turn information into new thinking to better enable behaviors that both prepare and sustain leaders, managers, employees, customers and the marketplace for what’s next.

The following reflects how we at W2O Group are learning and leading the transformation of today’s CCMO.

Essentially, we are experiencing seven distinct areas where CCMOs are incorporating data and insights to forge new, strategic relationships with CEOs.  In doing so, they are challenging historical norms, eliminating useless tactical interpretations of effectiveness, and employing unique analytical models to clearly see the organization.

1) Customer Acquisition

“How can I find the next generation of customers?” is a common question we hear from CEOs.

New models designed to identify where potential customers are migrating and how they are behaving can better pinpoint communications and marketing expenditures, helping to cultivate relationships and dimensionalize brands, products and services.

The key is to target analytics models across channels and networks of influence, encompassing the consumer’s decision journey.  Finding, understanding, engaging, and sharing with customers and influencers online, helps uncover nuances, behaviors, interests, and bias concerning brands, companies, products, services and policies. Recognizing the power of advocacy in purchase behavior and where it has the most influence not only better targets programming but more importantly, helps capture the next generation of potential customers before they even recognize the need or want.

2) Productivity and Engagement

“How can I ensure my employees’ get it?”

Further, deploying your workforce as your most potent sales force through a programmed Advocacy effort is a true differentiator in a crowded, distracted marketplace.

However, to engage employees today requires a granular understanding of how people are finding, assimilating and sharing information about the business.  Analytics provide a forensic study of employee traits in this regard. Employee View is proprietary analytics tool that captures workforce archetypes, in order to better engage employees in the business.

One CCMO from a global enterprise is meeting monthly with his CEO and reviewing a report on employee behaviors related to the company’s key imperatives.  The report identifies employee retention of important information, sentiment of executive messaging as well as tone, cadence and context.

3) Relevance 

“Are we relevant today?”

In our social/digital world, Relevance is the new Reputation.

But how can an organization measure Relevance?  In multiple ways actually.

Every industry possesses its own criteria for comprehending relevance and as such we have designed analytics models to discern what’s important and where a brand or company is viewed on that continuum.  Relevance means organizations are connecting on multiple levels with key stakeholders in areas that are meaningful to them, but also correlate to the business’ core purpose.

4) White Space

“What’s Next?”

CEOs, as we know, are often measured by current results and future prospects.

Our Landscape Analysis/Conversation Blueprint uncovers the anatomy inherent in predictive behavior in a particular category and regarding a specific product or brand.  Knowing where the game is going to be played positions CCMOs as partners in strategy formulation.  White space may result in a brand extension, new product launch schematic, a messaging platform that clarifies a product benefit, a migration of interests, etc.  Discovering such a place keeps the business agile and leaders awake to the possibilities.

5) Strategy Alignment

“How can we get people to hear us again?” Strategy and priority overload afflict every company.  Breaking through is critical if companies are to succeed in a distracted, highly volatile market.  But how?

The Narrative: More often than not, C-Suite leaders are not seeing the business in a clear, coherent manner.  Such a misaligned picture at the top of an organization causes incredible dysfunction at the middle and lower levels resulting in poor decisions and, even worse, paralysis.

Analytics and the insights derived from the right data can lead to an accurate portrayal or narrative on the business from an outside in, and an inside out, perspective.  The narrative aligns messaging and conditions behavior to accurately reflect the business’ current state so as to better navigate the right path.

Refreshing that perspective regularly drives the CEO’s agenda in a more disciplined and pragmatic fashion.

6) Efficiency (The PESO Model)

“Why are we spending our money in all the wrong places?”

In today’s communications and marketing mix, Paid, Owned, Shared, and Earned Media must work in concert with the customer journey. Earned media consists of media relations, influencer marketing and advocacy. Owned media is viewed as any type of media for which you have complete control.  In contrast, Shared media consists of content relationships, in which control is shared with your audience.  Paid media is an accelerator of earned, shared and owned media that deserves larger reach, and as a way to test the market in low-cost ways. Organizing, strategizing, and operating in a cohesive fashion across all communications and marketing platforms optimizes investment.  Orchestrating PESO via analytics achieves precision in both effectiveness and efficiency. The fuel for this journey is analytics and insights.

7) Risk Mitigation

“Are we able to handle a potential crisis situation?”

Nothing keeps a CEO up at night more than a business crisis. Avoiding and/or deftly managing a situation that can potentially damage an organization’s ability to operate is essential to a CEOs fiduciary responsibility if not his/her tenure.

Inception™ is a proprietary software and analytics platform designed to simulate issues and their trajectory toward crisis in an environment where the organization can learn, test its collective agility, judgement, collaboration, and response in a social/digital reality. The result is a more confident, integrated and progressive issues management protocol that maintains relevance and protects reputation.

A New Relationship Emerges

For today’s progressive communications and marketing leaders, analytics and insights are forging a pathway to greater influence and impact on strategy and direction.  This is leading to more sophisticated discussions on business outcomes versus tactical outputs.

For Chief Communications and Marketing Officers, the time is here to fundamentally reshape the relationship with your CEO and other C-Suite leaders through a more data-oriented, disciplined approach to both the marketplace and the workplace, systematically forging insights that lead to new choices and strategies designed to achieve organizational excellence.

Gone are the traditional outputs, structures, and anecdotal rationales that underpinned the function, but are now obsolete.

So, as a CCMO what are you talking to your CEO about?

 

Gary F. Grates is a principal at W2O Group and a recognized expert in strategic communications including change management, organizational communications, labor relations, corporate positioning, and M&A assimilation.