Category Archives: Marketing

Corporate Journalism: When Marketing and Media Collide

I spoke last night at a CMO Club dinner in Boston on the topic of Corporate Journalism. (Many thanks to Pete Krainik for the opportunity.) I’ve written about some of this before, but here’s the gist of what I talked about:

In early 2002, I was working at McKinsey in a newly formed internal communications group called Knowledge Services. The group formed to develop new methods to capture the intellectual capital the consultants were creating through their client work.

Our first task was cleaning up an internal document repository called PDNet, which contained more than 11,000 documents, most of them PowerPoint decks that were relevant only to the people who wrote them. The problem? The documents had no context, just a bunch of bullet points and factoids. Without the consultant to provide the story around the slides, their usefulness to anyone beyond the authors was limited.

Our group was asked to audit those documents, weed out the outdated, irrelevant and redundant ones, and add context to the rest.

For the latter task, we came up with a basic approach: get the authors on the phone, get them to talk through the slides, and ask them a few questions to fill in any holes. We then transcribed the conversations, edited them, and appended the text to the slides. Instant context. The documents were now much more valuable to new associates coming on board, or anyone else who needed to get up to speed quickly on a topic.

An interesting thing happened during these calls. The consultants we interviewed about documents they wrote 3 or 4 or 5 years ago would often respond, “I’m happy to talk to you about this document, but what we should really be talking about is the current work I’m doing with X client.” We had tapped into a vein of intellectual capital that hadn’t been mined – it was bouncing around inside the consultant’s heads or on their hard drives, and they hadn’t had time to develop it further to make it sharable.

This led us to create a new service line: creating articles and white papers that the consultants could share directly with clients or pitch to external publications. It was basically the same process as described above: We would interview the consultants, have them walk through whatever supporting PowerPoint deck they had cobbled together, ask a few clarifying questions, do some additional research, and deliver back to them a first draft of a paper.

The consultants loved it, because the process was easy for them – spend an hour on the phone with an editor, then review/revise two or three drafts until the paper was client-ready. It was a very efficient way to capture and share the firm’s learnings and enhance McKinsey’s already impressive thought leadership on key topics.

This was the beginning of what I and former colleague David Churbuck dubbed “corporate journalism.” We didn’t invent the phrase, but we glommed onto it as a way to explain to people how our approach was different from traditional mar-comm.

(The phrase may have been coined in a book called “Beyond Spin: The Power of Strategic Corporate Journalism,” by Markos Kounalakis, Drew Banks and Kim Daus in (2000). More recently, consultant David Meerman Scott applied many of the principles of corporate journalism in his book, “The New Rules of Marketing and PR,” which talks about new methods for marketers who now have the power of digital media to communicate directly with their target audience.

In a broad sense, “corporate journalism” means applying journalism skills –writing, editing, objectivity, interviewing, research, and a good bullshit detector – to marketing communications.

Corporate journalism is an effective method for uncovering hidden pockets of knowledge within your organization. It can be used to capture the expertise of your subject matter experts – from the CEO down to the front-line worker – and publish that information in ways that better position your company as a trusted resource in your market or industry.

There are three main benefits to this approach.

1. Influence – aka thought leadership. By tapping into the knowledge across your entire organization (not just from your executives), you can develop fresh insights about your company, your products, your customers, and the industry you serve. You can then package this information in a way that establishes you as an expert in your market space.

2. Credibility. The concept of corporate journalism also means unleashing journalists inside your company to ferret out the trouble spots. In this time of transparency and authenticity, corporate journalism means presenting the bad with the good. Otherwise people will just view it as more spin.

I’m not talking necessarily about taking all of this information public, but you’d be well served to uncover pockets of discontent among employees or customers before someone else blogs or tweets about it.

Being open and honest in your communications will build trust among your customers or prospects.

3. Reach. If you create content that is authentic and believable, and you openly share that content with your community, good things will happen:

  • Others will link to it.
  • They will comment on it.
  • They will share it with friends or colleagues.

As a result, your sphere of influence will expand. Your website will become a destination. You can actually host a conversation instead of (or in addition to) chasing it around the blogosphere.

You will give customers, prospects, or any other constituent a reason to come to your site, and a reason to return.

What makes for compelling content?

There’s no real rocket science here. It has to be:

  • Informative
  • Timely
  • Relevant
  • Accessible

For all of your target groups.

The accessibility piece is key, and often overlooked. It’s often hard to find useful information on a corporate website. That’s why more marketers need to treat their corporate site as a living, breathing media site – lead with your best/most timely content, offer user-oriented navigation, and make it all searchable, sharable, and ratable.

What kind of content can you create?

The good thing about capturing the insights of employees and executives across your company is that it can be packaged and distributed in many ways. In the early days of digital media we called it “skinning the pig” – how many ways can you package a single source of content? For example, from one on-camera interview with a subject matter expert, you can create a video or podcast that can be published on your site. You can also use the transcripts as the basis for:

  • Q&A’s
  • White papers
  • Website copy
  • Articles for external placement

    You can then promote and link to those assets via:

    • Blog posts
    • Twitter tweets
    • Facebook groups
    • Social networks specific to your industry

    That’s a pretty broad set of assets from a single source of content. And it’s a much better approach than sending out press releases and hoping that someone writes a story about you. (A quick aside – journalists generally don’t read press releases – and just because the search engines pick them up doesn’t mean anyone else reads them either.)

    This combination of corporate journalism and social media can be a powerful platform for exchanging ideas and information, across your company (internally) and outside your organization and with partners, suppliers, customers.

    Corporate Journalism in Practice

    I just wrapped up an engagement with Manpower, the global employment services agency. Their corporate website is about as pedestrian as it gets – lots of traditional marketing copy, some press releases, a few white papers or research reports. Nothing inherently current, and nothing remotely compelling to the thousands of temps and contract workers that the company places with clients.

    Manpower’s business is fueled by corporate clients who hire Manpower to fill gaps in its workforce, either temporarily or full time; relationships with the individual workers are mostly transactional (give us your resume, we’ll match you with an employee). But the company decided it needed a better connection to these job candidates. Two years ago, it commissioned a new web property that would serve as a career management resource for professionals, specifically those in IT, engineering and finance – a key focus for future business growth.

    I was brought in as part of a team of consultants with Truman Company to help Manpower develop the content strategy for the new site.

    Our first step was to audit their existing content. We asked the marketing team for their content; they gave us white papers and press releases. They weren’t thinking about content the same way as we did – so we cast a wider net to gather any material that drove their business – executive presentations, the reference guides given to job candidates at local branches, sales support materials, and so on. They had a boatload of useful information about interviewing skills, resume preparation, local job markets, workplace diversity issues, etc., but they had never published most of this material anywhere electronically.

    The next step was to re-cast this content and make it Web-ready and suitable for the target audience.

    Next, we recruited a group of internal subject matter experts – career counselers, diversity experts, HR professionals – to blog for the new site.

    We also filmed corporate executives on the topic of career management, and posted the videos on the site.

    We also conducted formal and informal interviews with a broad range of internal stakeholders to identify the top-of-mind issues from their dealings with clients and job candidates – and turned those insights into articles or online discussion forum topics.

    The site, called MyPath, is currently in public beta. There are still plenty of kinks to work out, but this site represents a HUGE cultural shift for Manpower. They are embracing the concept of engaging directly with a core target audience. They are attempting to shift their business model on the fly to serve them well into the future. And they’re doing it by embracing the fact that they’re now a media company that can create compelling content to engage directly with the people who use their services.

    The last example comes from the public sector and is referenced here.

    Any marketer can learn from these examples. There’s inherent value in talking with your constituents – be they internal employees or external customers or prospects – to find out what they really think about a topic, an issue, a brand, a strategy. 

    It’s not easy. It often requires a culture change – specifically, how introspective are you willing to be? How much of the onion are you willing to peel back to find out how people really feel about your company and its products or services? And how much of that knowledge are you willing to openly share with your constituents?

    Corporate journalism is a great way to:

    • take the pulse of your target audience,
    • develop insights that can be packaged and served back to the community,
    • engage and build credibility with the customers and prospects who will help your business grow well into the future.

    The good news: There’s no shortage of out-of-work (or soon to be unemployed) journalists who have the skills to assist any marketer heading down this path.

    Opposite Ends of the Customer Service Spectrum

    I had two diametrically opposed customer experiences in the span of 48 hours this week. On Sunday, I was lucky enough to be in Augusta, Ga., for the final round of the Masters. Simply walking the golf course was enough of a religious experience in itself, but I gotta say, those Hootie types who run Augusta National Golf Club sure know how to cater to their patrons. From the security guards at the front entrance to the bathroom attendants who deodorized every stall after each individual use, every employee was polite, upbeat, smiling. They ran their concessions, merchandise shop and security checks with assembly-line precision, and they managed the flow of the massive crowds around the course with a sense of humor and a gentle hand. Employees clearly have been trained to act appropriately but also to be human, to engage with the patrons and make them feel welcome. I’ve never seen anything like it.

    Contrast the Masters experience with our flight home the next day. Start with the unsmiling US Airways agent at the check-in counter in Columbia, SC. Grumpy. Move to the gate, where an agent announced a couple of minutes before our scheduled boarding time that the flight was delayed by some mysterious system crash that prohibited the airline from “releasing” the crew. His colleague handled questions from anxious passengers in the textbook airline manner: by never looking up from her terminal. The hour-plus delay caused my brother and I to miss our connection in Philadelphia.

    Here’s what should have happened once we arrived: The airline knew we were going to miss the flight (they do, after all, have the data). They should have had a customer-service agent waiting for us at our arrival gate in Philly, who could have apologized to us (by name) for the inconvenience. They could have said they took the liberty of booking us on the next available flight and handed us a couple of vouchers for a hotel (if we had to stay overnight) and a hot meal. This would have diffused any angst we were feeling and turned a negative experience into a relatively positive (or at least neutral) one.  

    But as anyone who’s stepped inside an airline terminal knows, that’s not the way it works. Here’s what really happened: We landed in Philly with minutes to spare, huffed and puffed past 10 or so gates to catch a shuttle bus to the terminal where our next flight was leaving from, and ran from the bus to the departure gate. Six minutes late – no plane, no agents. So we lug our bags past another dozen gates to US Air customer service, where five or so agents sat slumped behind the counter, talking among themselves or staring aimlessly at their computer screens.

    “I can book you to Boston tonight or to Manchester [our original destination] tomorrow morning,” the disinterested agent said, propping up his chin with his left hand and talking through his fingers. “What about a hotel voucher?” we asked. “The delay was due to field conditions – we don’t reimburse for weather delays,” he answered. Uh no, that’s not what happened. And on it went. We ended up flying to Boston, paying an extra $70 for a van up to Manchester, and complaining about US Scair the entire way. The next day, I sent an email asking for a reimbursement, and a US Air “customer relations” rep politely told me to go pound sand.

    OK, it’s probably unfair to compare a private golf club rolling in dough with a struggling airline just trying to survive. But why can’t we expect companies, regardless of their financial situation, to require employees to use rudimentary social skills and basic common sense when dealing with customers? It’s really not that difficult.

    What Drives Word of Mouth? Interesting Content

    Compelling content will drive word of mouth for your brand, even if that content is irreverant and in the form of *gasp* a 30-second spot on broadcast TV. Exhibit A: McDonald’s talking fish. 

    YouTube views of most popular posting of the spot: 246,757 <warning: this tune will stick in your head like spackling paste>

    Google blog search results for “McDonald’s talking fish”: 29,921

    Members of McDonald’s Filet O Fish Commercial fan club on Facebook: 289 

    The spot’s been running for two weeks.

    Social Media and Skittles

    In about the time it takes to down a bag of Sour Skittles, a handful of nitwits hijacked the redesigned website, which Mars Snackfood relaunched over the weekend as an aggregator of user-generated Skittles content.  The new home page features the deep, Skittles-related insights of Twitter nation, and a few morons quickly figured out this was a cool way to post random obscenities on a company’s public website. Even better if that brand sells candy to kids! 

    The new Skittles site also pulls in content from Wikipedia, YouTube, Flickr, and Facebook. That’s it – nothing from the company except a feedback form and its video ads (via YouTube). In other words, Mars has turned over its Skittles brand strategy to the unwashed masses. Bad idea. The point is that social media should inform marketing strategy – it shouldn’t be the strategy. This is a nice gimmick, but I doubt it will have any staying power – and it won’t do much good for the Skittles brand.

    Article: The New Reality of TV Advertising

    I have the cover story in the latest issue of The Advertiser magazine. The topic is interactive TV, specifically how a bunch of different players are hoping to make TV a lot more “web-like” in both functionality and measurability. The nut graf(s):

    After years of fits and starts trying to turn the concept of interactive TV into a broadly based reality, a collection of service providers, technology companies, agencies, and marketers finally seems to be making some legitimate headway in transforming TV into a more addressable, more targetable, and more measurable advertising medium.

    Sure, we’ve seen this dance before. For years, we’ve been hearing promises of two-way engagement, better buying and measurement systems, and addressable ads for TV viewers. But real milestones have been elusive in an industry known more for inertia than innovation.

    Something feels different now, however.

    Execs from Google, Unilever, Lenovo, Canoe Ventures and others weighed in on the topic.

    Fakes, Frauds, and Irony

    Received an email from the CMO Council today with this  alliteratively intriguing subject line: Fight Fakes, Frauds and Infringements: Your Opportunity to Contribute. 

    So I clicked on it. “Dear Kim,” it began, “A variety of tricks, schemes and frauds have been’infecting’ leading brands for several years and the issue has worsened over time. …”

    I’ll tell you what else has been infecting brands: email blasts that address you with someone else’s name.

    2/6 update: Just received a follow-up blast with the subject line “CORRECTION: Fighting Fraud…and Learning a Lesson in Personalization”‏ – with my real name and an apology from a CMO Council VP. Nice recovery. She added, “as one expert in personalization pointed out this would make a GREAT blog post.” Well, I don’t know about great, but she got the post part right…

    Super Bowl Observations

    Random thoughts on the Super Bowl: 

    • Great game, obviously. I was pulling for a Cardinals’ upset but had no emotional stake in the game, which made it easier and more enjoyable to watch. But where was the booth replay at the end? 
    • The refs had too much influence on the game. The best zebras are invisible – this group seemed to crave the spotlight, to the tune of a Super Bowl-record 18 penalties, 11 for Arizona. Let the conspiracy theories begin …
    • I watched about 3 minutes of pre-game coverage over the weekend, but the one segment I did catch was prescient. On ESPN, Trent Dilfer and Keyshawn Johnson explained why Ben Roethlisberger is not a running quarterback as many people think – he’s a scrambler who can “extend plays” by running around in the pocket, keeping his head up, still thinking pass first. Damn – that’s what he did the entire game. 
    • The ads were so-so, nothing particularly memorable. Typical head-scratching stuff from (what was Danica Patrick thinking?), enough of the Clydesdales already, lots of random violence, and of course at least one spot featuring monkeys. My kids’ favorite was CareerBuilder, though it got pretty tedious after the fifth repetition. My favorite was probably the spot for with Alec Baldwin – with possibly the best tagline ever (“An evil plot to destroy the world. Enjoy.”).

    The Snuggie Phenomenon

    In this age of the enlightened and empowered consumer, let us never underestimate the power of pure kitsch as a marketing tool. Witness the Snuggie, the goofy blanket/robe hybrid with the goofier direct-response TV ads, which has been flying off the shelves. From Ad Age:

    The quirky little blanket with sleeves has become the raiment of the zeitgeist, with more than 4 million units sold in just over three months and more than 200 parody videos on YouTube. Fox News honed in on a woman wearing a Snuggie as she braved the cold attending Barack Obama’s inauguration on Jan. 20, five days after Ellen DeGeneres donned one on her daytime talk show.

    4 million units! In case you’ve somehow missed the ad: