Co-Chairs: Cynthia Hotvedt (Medtronics) Dan Mooney (Kohl’s … · media, social, print or even map media, and we are faced with challenges every day. Media managers are constantly

Co-Chairs:CynthiaHotvedt(Medtronics)

DanMooney(Kohl’sDepartmentStores)

CMMA2017NationalConference 2

President’sWelcomeGreggMoss,SeniorVicePresidentVideoandBroadcastBankofAmerica

Hello,mynameisGregg,andI’mamediamanager.CMMAisacommunityofmediamanagers.Wecomefromfortune500,highereducation,governmentandnon-government,healthcare,faith-basedandothertypesoforganizations.Wearecommunicators,marketers,producersandtechnologists,butmostofall,weareallleadersandproblemsolvers.

Wetakemanypathstobecomemediamanagers.Myjourneybeganinpublictelevisionproduction,thennetworkaffiliatenewsandcommercialproductionandmanagement.Thenaventureintodigitalmediaandsportsoperations,andnowcorporatemedia.Whathasyourjourneybeen?I’msureitlooksdifferent,andI’mlookingforwardtolearningmoreaboutwhatyoudo.

I’vebeenaCMMAmembersince2009andhavebeenknowntosaythatthiscommunityofprofessionalsmakesmesmartereverytimewearetogether.Andwegobacktoworkwithbigger,moreconfidentvoiceswiththeknowledgethatwegainhere!

TheCMMAcommunityispowerfulforthosewhotakeadvantageofit.Ithinkofitasmysuper-power.Why?Becausewhereelsecanwefindacommunityofpeers,whocanshareideas,benchmarkaboutbestpractices,procedures,approaches?Whereelsecanwelearnabouteachother’schallenges,successes,failures?Ourconferencethemesarealwaystimelyandrelevanttomediamanagers,withthegoalofhelpingeachofusbecomeabetterleader.

IfrequentlygetaskedWhatisamediamanager?Collectively,weproducevideomedia,webmedia,social,printorevenmapmedia,andwearefacedwithchallengeseveryday.Mediamanagersareconstantlyevolvingandmustpossessanarsenalofknowledgeandvaried,diverseandyessometimescontradictoryskillsets.Whetherit’sleadingahigh-profileproject,managingcontractorandfreelanceresources,developingpartnershipswithtechnology,understandingcomplexlegalandcompliancepoliciesorbrandrequirements,wehaveevolvedintomanagersthatneedtocombinethesesometimesconflictingqualities.Thisisthemediamanager’sparadoxandourthemeforCMMA’s2017NationalConference.

ParadoxAsituation,personorthingthatcombinescontradictoryfeaturesorqualities.Synonyms: contradiction, incongruity, oxymoron, conflict, anomaly, enigma, puzzle, conundrum


Co-ChairsWelcomeDanMooney,SeniorManagerVisualCommunicationsKohl’sDepartmentStores

Thisismysecondtimeasaconferenceco-chair.Ihaveselfishreasonsfordoingthis.MyteamtheChicagoCubswonthepennantwhileIwasherelastyear,andI’mkindofsuperstitious.Seriously,Ican’tgetenoughofthethrobbingbrainthat’sinthisroom.I’mproudofwhatwe’veputtogetherforthisprogram.WhatIputintoCMMAIgetbackfivetimesleadinguptotheconferenceand20timeswhileI’mhere.

It’sacrazytimetobeamediamanager.Weareredefiningtheverymeaningoftheterm.Thisprogramwillhelpusdothat.

CynthiaHotvedtCorporateMediaManager,Medtronic,Inc.

IhadtravelrestrictionsandmissedtheMemphisconference;I’mverygladtobeback.Ihighlyrecommendthatyoutrytositatadifferenttableeveryday.Ichallengeyoutomovearoundandnetworkwithdifferentpeople.


SocialMediaStrategyandNewWebsiteUpdateGreggMoss,CMMAPresidentMarketingupdatePartneredwithGrowSociallyaboutayearandahalfago.WorkedwithustodevelopaMarketingPlanforCMMAGoals

• Growmembership• IncreaseawarenessofCMMAbrand• Growmembership• Increaseengagementofcurrentmember/partnercommunities• Createoriginalandpublishindustryspecificcontent• Eventpromotionthroughsocialmediachannels

Results

• MetroMeetUp’scontinuetogainmomentum• Newwebsite,newassociationmanagementsoftware• 20%increaseinFacebookcommunity• 33%increaseinLinkedIngroup,newLinkedIncompanypage• 104%increaseinTwitterfollowers• 14newmemberssinceMemphis


CMMASpecialAnnouncement

MayoralProclamation

• Whereas,theCommunicationMediaManagementAssociation(CMMA)willholdtheir2017NationalConferenceSeptember23-26,2017,attheHiltonPalacioDelRioHotelinSanAntonio,Texas,andthisyear’sthemeisTheLeadershipParadox,and

• Whereas,CMMAisanot-for-profitProfessionalDevelopmentAssociationfocusingonthegrowthanddevelopmentofleadersandmanagersincorporatemediacreationanddistributions,and

• WhereasmembershipinCMMAisopentoindividualsemployedtomanagetheirrespectivecorporateandorganizationalcommunicationsmediaoperations,anditsmembersmanagesatellitebusinesstelevisionnetworks,videoconferencing,multimedia,websitesandwebcasting,print,graphics,photography,audioandvideoproductions,conferencesandothercompanycommunicationfunctions,and

• Whereasinadditiontonetworking,attendeesattheconferencewillhavetheopportunitytogrowtheirprofessionalskills,focusonmanagementandtechnology,andbecomecurrentonthelatestcommunicationsmediatechnologyandservices.

• Now,therefore,I,RonNironberg,MayoroftheCityofSanAntonio,inrecognitionthereof,doherebyproclaimSeptember23-26,2017,tobeCommunicationsMediaManagementAssociationDaysinSanAntonio,Texas,andwelcomeallvisitorstotheAlamoCity.


5and½SkillsEveryLeaderNeedstoKnowforSocialMediaJohnFoley,President/CEOInterlinkOneandGrowSociallyReallifeandsocialmedialeadershiproles

• 20yearsmarketingsoftwareandservicescompanyo Printing/Mailindustryo Associationso QRCodes

• DevelopCreateandTracksoftwareo Trackthelocationofthescan(QRCodes)o 0-400customersin18months.600in24!o BigBrandacquisitionthatcouldhavetakenyearsto

geto Thoughtleadershipapproacho LotsofTwitterposting

• BusinessTransformationPrintingo Ifyousearchthisterm,manyofthelinksarebecauseofourthoughtleadershipo Becameleaderinsubjectmatterbywritingfourbookso WouldnothavehappenedifIhadnotproducedcontent

What’sontapfortoday?Leadershiptablestakes

• Strategiccreativity• Authenticcommunication• Socialandpoliticaldynamics• Agileandresponsiveorganization• Allapplyifyouwanttoputyourselfoutthereasathoughtleader

Whoareyou?

1. Haveyourown,uniquevoice2. Howdoyoudoit?

a. Charismab. Passionc. Positivity

3. What’syourchannel?a. BillGates:LinkedInb. Branson:Linkedinc. JustinTrudeau:SnapChatd. AngelaMerkel:Instagram


Whatchannelsarerightforyou?

• Unfortunately,youwanttobeonallchannels• Butfocusononemostofyouraudienceuses

o Ifyouwanttoreachayoungaudience,Snapchato Livevideobandwagon,Facebook’sLiveFeatureo Thoughtleadership,Pinteresto Educate,inform,createawareness,YouTube

• YouTubeis#2searchengine• SnapChat:TacoBellusesitformarketing

BuildingtheStrategy

Becreative

• Noonereadsboring

Goals

Metrics

Data

ChooseCreate

Distribute

Measure


• ContentneedstobecompellingContent

• Wheredoescontentcomefrom?• Writersin-house• Freelancewriters

1. http://www.constant-content.com/interlinkone2. Browsecontentbysubjectmatter&buytherights3. Canalsodoacastingcallforprofessionalsinyourfield

• TellmeastoryandIwilllisten1. Directconnectiontoemotionalpersuasion2. Videoisapowerfuloption3. Humanizeyourcontent

• CuratingContent

• ContentTip

1. Askforfeedback2. Askathought-provokingquestion?

• Sharing—Encourageit!1. Haveastrategytobuildinksbacktoyoursite2. Shouldbeeasilyshareableonsocialchannels3. Askthemtoshareit!4. Askthemtocomment

• Don’tbeboring!• Avoidcontroversy• Haveastrategy

Buildyouraudience

• FollowerWonko Twitteranalyticso Searchbiosforkeywords


FourFundamentalsofAllSocialNetworks1. Buildyournetwork2. Engagewiththenetworkyouhavebuilt3. Beconsistent4. Trackanalyses5. MusthaveaPlan:Strategy

BeaFastFollower

• UsethetricksofthetradeofsomeoneyouenjoyfollowingTheNewLeaderinSocialMedia

• DevelopsSocialMediaskills• Produces/CuratesCOMPELLINGContent• Disseminatescontent• Isanengager/participator• DrivessocialMediautilization• Enablestheteam• Staysaheadoftechnology

SocialMediaNewDimensions

• Theleaderproducescompellingcontent• Engagesanddisseminatescontent• Multimediaandmulti-channel• Collaborationandco-creation• TechnologyinfrastructureforSocialMediawork

TechnologyTools

• Buffer• InterlinkONE• HootSuite• #GSAPP

ClosingThought:Wheredoyouhideadeadbody?

• Onpage2ofGoogleRecap

1. Buildthestrategy2. Produce/curatecontent3. Buildyouaudience4. Sharethecontent5. Findtherighttools5½GetGoing!


Q&A

Q:Ihaveenterpriseresponsibilitiesspanningfourstates.Tryingtocreateacommunityofphotographersandcreativepeople.I’mnottryingtoreachthousands,justthe50onmyteam.

Havetoshowvalue.LinkedInisagoodoptiontoformagroup.Rewardcontributors.

Q:Canyoutalkabitaboutpeoplewholiketousedifferentsocialchannelsforworkandforpersonaluse.

Whenyou’reoutthere,you’reoutthere.Peoplewillfigureoutit’syou.90%ofmysocialmediapresenceiswork,butIstilldosomepersonal.

Q:Organizationally,Imanagethemediacenter,butnotsocialmedia.Theyareaseparategroup.Howdoyoubuildbridgesbetweenthegroup.Wecan’tparticipateonsocialmediaonourown.

Askthemhowyoucanbemorehelpfultothem.Convincethemthattogetherwecanhelptheorganizationmoreeffectively.It’sachallenge,butdon’tgiveup.

Comment:Ihavethesameorganizationalissue.Ultimately,wetriedtohelpthemunderstandthevalueofvideotothem.Overtimeit’sworking.Yourteamhasalotofvaluetoaddtowhattheydo.

Q:Abitofaloadedquestion.Atreasuretroveofthoughtleadershipsittinginthisroom.Wecancreateapullintothisorganization.Wheredowestart?

Youneedaplan.Whatdoyouwanttoaccomplish?Walkbeforeyourun.Ifitdoesn’twork,don’tkeepdoingit.

Q:We’rehavingtroublegettingleadershiptocreatecontentonaregularbasis.Everybodyhasadayjobanddoesn’twanttotaketimetowriteablogentry.

Havetobuilditintotheirjobdescription.Curatingcontent:Alwayscreditthecreator.HelpsyourSEOwhenyouback-linktothecontentcreator,too.Trytobuildarelationshipwiththecontentcreator.

Q:Whatareyourthoughtsoncompanypagestobuildabrandvsemployeepages.

Ithinkyouneedboth.Forexample,themoreemployeeswehaveengaginginyourcompanyLinked-inpagethebetter.


StopMarketinginALLCAPSCraigCarpenter,RelayThathttp://craigcarpenter.mehttp://relaythat.com

IdidnotknowanythingaboutCMMAuntilacoupleofmonthsago.IreallylikethisorganizationandI’mgladtobehere.

Whyarewehere?• Wewanttodosomethingextraordinary.• Acommongoalwecangettogetheraround.• Hardtogetyourcompany’smessageouttherewithallthenoise

Customershaveevolved• Howtoreachthemhasevolved• Clickabuttonandhaveafriend,orderapizza,getaride• Noattentionspansanymore

Outbound• Interruption• PUSH!• Flyers,radio,TV• Talking• TradeShowBooth• VideoAds

Inbound• Permission• Attract• FreeHelpfulInfo• Listening• PublicSpeaking• VideoCourses

We’retiredofinvasivemarketing,noiseandofbeingmisled• SaoPaulohashadabanonoutdooradvertisingsince2007• 70%oflocalsdonotwanttochangethis

RelayThat:https://relaythat.com• Sourceformarketingimages

LeadershipParadox• BusinessvsCreative• HardsellvsAuthentic• CompliancevsCommunity

EffectiveMarketing• Awareness• Interest• Emotion


• Information• Loyalty

Know-Like-Trust–Act

Know• Whoareyou?• Whatdoyoudo?• ShouldIcare

Like• DoIlikeyou?• Ilikewhatyousaid!• Areyouauthentic?

Trust• Areyouqualified?• Canyouhelpme?• Haveothershadsuccess?

Act• WhatdoIdonext?• Whencanwestart?• I’lltellmyfriends!

Mixlogicandemotiontogether

• Storytellingisvital;storytellingmixeslogicandemotion.Howdowestandoutwheneverythingisawesome?

• Productionvalueshavegonewayup• Howarewegoingtostandout?• Youaremostmemorablewhenyoushareyourdifferences.

o Sometimesriskyorcontroversialo Themagichappensoutsideyourcomfortzoneo It’snotgoingtobeeasy,butit’sworthit

• TherearenorulesanymoreIdentifyyourSuperpowers

• Whatareyoureallygoodat?• Whatmakesyoustandoutandbedifferent?• Ifyouaregoingtodosocialmedia,doitright.• Putforwardthethingsinyourcompanythatarethemostimportant.• Createnicheexperiencesthatotherswantforthemselvesandtheirfriends.• Createexperiencesforyouraudience.


Everyminuteonline:• 1.3millionposts• 300hoursofvideo• 60kphotos/videos• 350ktweetssent

MoreDemand/LessResourcesLeanpromotescreativityCommunitycontent:Letyourcustomersmakethenoise.Leverageyourcustomers;letthemmakethecontent.Repurposecontent

• Testimonials>Imageleads• Longformatvideos>Teasertrailers• Statistics>TweetswithHashtag• Presentations>Infographics• Webinars>Onlinecourses• Internaldata>Casestudies• Interviews>Expertadviceebook• Visualcontent>Pinterestboard• Whitepapes>linkedInarticles• Podcast>YouTubevideos• Blogposts>Guides• eBooks>Audiobooks• FACorquota>Blogposts

Researchwherecustomersspendthemosttime.Findunique,authenticwaystoreachandengagethemthere.Createengagement

• Giveyouraudienceareasontoparticipate• Lessfocusonproduct;moreonhowcustomerwillbenefit• Documenttheexactlanguageyourcustomersusetotalkaboutyou—

notwhatyouthinktheyshouldsayCMMAMarketing

• Liftotherpeopleup!• Supporteachotherandsharewiththeworld• Post/message/conversation/meeting/relationship• Tech&techniquealwaysneedupgrading,butstrongrelationshipslastforever.• Failfast.Learn.• Youcan’tplanforeverymistake.It’showyoureactthatmattersmost.


• Whatmattersmost?Careaboutwhatyoudo.Q&AQ:Wehaveaccesstoatremendousamountofvideocontent.Maybewecanshareourcontentoutsideourorganization.Addingvaluetosomeoneelsemakesthemrememberyou—andyourorganization.Give,give,give.Ibelieveitwillbepaidforward.


Purpose,Direction,andMotivation—LeadershipinMediaMatt“Griff”GriffinCo-founderCombatFlipFlopsIdon’thaveananswerforyou.InsteadI’mgoingtoissueachallengetoyouThisjourneyI’mabouttotellyouabouttookmefromIowa,throughtheworld’spremierleadershipschool,throughfourdeploymentsintwowars,throughmultipleotherconflicts,andnowthroughthebusinessandmarketingworldthatleadmetostandhereinfrontofyoutoday.ParadoxAseeminglyabsurdorself-contradictorystatementorpropositionthatwheninvestigatedorexplainedmayprovetobewellfoundedortrue.Asituation,personorthingthatcombinescontradictoryfeaturesorqualities.Leadership:theactionofleadingagroupofpeopleoranorganization.ProvidingyourteamwithPurpose,Direction,MotivationParadoxofLeadershipApersonwhocombinescontradictoryfeaturesorqualitiestoleadagroupofpeopleoranorganizationthroughpurpose,directionandmotivation.MyfirstexperienceatleadershipwasatWestPoint.Ididn’tknowwhatIwasgettinginto,buttheuniformswerecool.Anditwasfree.WonderedifIwouldeverusewhatIwaslearning.60%academics;30%physical;10%leadership.Notaleadershiptrainingorganization.Graduated2001,shortlybeforeSeptember11.Irealizedthatleadershipwasgoingtobeajobwithconsequences.IwentintotrainingforTheRangers.ThisiswhereIwantedtogo.Leadershipwasbinary.Didyouaccomplishyourmission?Didyoutakeanycasualties?ThenwegottoAfghanistan.Entireregimentwasdeployedin2003.WelearnedthattheAfghansfoundthreeseasons,butnotinthewinter.Wetriedtochasethemoutoftheirwinterhideaways.Thiswasapassonlyenvironment.Whatwesawwhileweweretherewascontradictorytowhatwehadlearnedaboutfightingterrorism.Wesawabsolutepoverty…oppressedwomen…healthissues.Wecouldn’tun-seewhatwesaw.Wewereaddingtotheirmisery.Didthreedeployments;thenwenttoIraq.


Whatthesecountriesneededwasnotwhatweweredoing.Ileftthemilitaryanddidnotdowellintheprivatesector.WhatIlearnedinthemilitarydidnotwork.Themilitaryisnottheonlysourceofinspiringleadership.Guyshadtofollowmeinthemilitary—nochoice.Pass/failenvironment.SomebodyrecommendedHowtoWinFriendsandInfluencePeoplecourse.Istarteddoingbetter.Iwaslearningwhatleadershipwasaboutoutsidethemilitary.Thenthecrashof2008happened.JoinedacompanycalledMRIworkingglobalcontractswithlargeenergycorporationsandforeigngovernments.EverywhereIwentIwitnessedasolutionoppositeofwhatIwastaught,experiencedinthemilitary,orsawonthenews.Everybodyonbothsideswasdoingwhattheydidtosupportandtakecareoftheirfamilies.Theystartwithsomethingsmall,grow,continuetoinvest,employfamilymembers,enablingkidstoattendschool,andimprovingtheirabilitytohavecleanwater,food,andshelter.Entrepreneurs.Business.PrivateIndustry.Afterwitnessingthepositiveimpactsofsomethingsosimpleandaffordable,Ikeptthinking,whyaren'twedoingmoreofthis?Thiswasaparadoxthatchangedmylife.Iknewitwastherightthingtodo,yetkeptquietaboutitforaverylongtime,becauseIwasstilllivinginacommunityof“We’restronger,havemoreguns,andfighterplanes.We’rethebestbecause,well,Freedom,that’swhy.Dowhatwesayandyou’llbebetteroff,oryouwon’t.”ButtheselessonskeptgettingshovedinfrontofmeeverywhereIturned.Iendedupinacombatbootfactory.WecreatedafactoryformakingcombatbootsinAfghanistan.Employedhundreds;supportedthousands.Entirecommunitywaschanged.Mothersandfatherswereabletoworkandtheirchildrencouldgotoschool.Iwasfullofinspirationoverthissuccess.ThenIaskedthemanagerwhatwouldhappenwhenthewarwasover.Planwasjusttoclosethefactorydown.Iwassofrustratedandangry!Ihappenedtolookdownandnoticedaflipflop.CombatbootsareunnaturalforAfghan’s.Shoelaceswereahugeproblemforthem.Decidedtomakeflipflopssuitableforcombat.StartedacompanycalledCombatFlipFlops.Westartedacompanywithaparadoxinthename.Ourmission:Somethingsoparadoxicalthatitmightactuallywork.

Thenwhenyoulookdeeper,youfindacompanyranbyspecialoperationsveteransthatstatethesolutionisn’tbombs,it’sflipflops.Yet,theyprovidepurpose,direction,motivation,andsomesexykickassflipflopsalongtheway.


WeusetheprofitstoputAfghangirlsinschool.ArmyRangers,makingflipflops,puttinggirlsinschool.Yeah.Peoplecouldgetbehindthat.

Marketedtheconceptthroughsocialmedia—anditworked. Wetestedourdesigns,products,andideas,viasocialmedia.Itworked.Wegotthefeedbackwewanted.Andwesoldthousandsofpairsalongthewaywhilecustomersdidthingslikethisandsoldmoreproductforusthroughreferral.Putupaproduct,postalinemakesales…thisiseasy.

Thenthefactoryclosed.Asecondfactoryclosed.Westartedmanufacturingthenourselvesinourgarage.Thebanksweren’tinterested,medialovedit.Askedourcustomerstohelpus.Firstfactorysentbadproduct,andall27,000werereturned.Weweretransparentwithourcustomers,andonlythreepeopleaskedfortheirmoneyback.Becausetheybelievedinwhatweweredoing.InvitedtopresenttoSharkTank.Pitchedaparadoxicalideainfrontofabunchofsharks.Wecrushedit!Hadblazingsalesafterthis.Back-orderedfromFebruarytoJune.Don’ttellmewhatyourprioritiesare.Showmeyouractions.Actionsreflectyourpriorities.Don’tbombthem.Createopportunitiesforthemtosucceed.


Thoughthepast20yearsthatleadtocombatFlipFlops,thereweremanyparadoxes,teacherstohelpthroughthelesson,andsuccessonthebackside--becauseofleadership.Understandingyourpurpose,direction,andmotivationsthroughwhatseemstobeunsurmountablechallenges.Yourchallenge:Whatcanyoudo?

• Createsteady,positive,confirmingcontentthatmovesourcountryinthedirectionweneedtogo.

• Learnfromyourdata.Learnfromeachother.Learnfromtheoutliers.Keepgoing;that’stheonlywayitworks.

• IfHenryFordhadlistenedtohiscustomers,hewouldhavebuiltabetterhorse.Q&AQ:Howdoyoumakesureyourmoneyactuallygetsthegirlstoschool?Weworkwithanotherorganizationtomonitorattendanceandgraduate.Wesupport13differentschoolsinNorthernAfghanistanwhereeducationismoreacceptable.Wevisittheschools,also.Q:DidSharkTankfundingenableyoutomanufactureinAfghanistan?SharkTankenabledustofinallymanufactureoverseas.WemanufactureinColumbia,anotherwar-tornsufferingcountry.ItwastoocomplicatedandexperienceinAfghanistan.WemanufacturescarfsandjewelryinAfghanistan.Q:Whatwillbeyournextchallengeandwhatcanwedotohelpyou?Youhavetoshowpeople,nottellthem.Ournextchallengeiswewanttoshowwhatwedo,notjusttalkaboutit.Ithinkthiswouldbeinspirational.Q:Icantellyouareveryemotionallyinvestedinwhatyouaredoing.Howdoyoukeepyourfocuswhenyougettuggedemotionallyinmanydirections?


Havetohavepriorities,metricstomeasureyourpriorities.1%vision99%commitment.MasteringtheRockefellerHabitsComment:ThechallengeasIhearditistoproducecontentthathelpstochangetheculture.Butyougottheleastresponsefromtheemotionalcontentyouposted.Ifyoukeepatitandyouknowyou’reright,eventuallythemessagegetsthrough.Q:YouseemtohavedoneagoodjobofgettingtorootcausesofwhatcouldchangethingsinAfghanistan.Iftherewasnoprofitinwar,therewouldbenowar.1/3ofourbudgetgoestowarsthataredowngradingourreputationaroundtheglobe.Fearisapowerfulmotivator.Vote.Holdyourelectedrepresentativesaccountable.Q:Fromafather’sperspective,howhaveyouincludedyourdaughtersinallofthis?There’salotofstruggleinvolved.Ourdaughterswereembarrassedwhenwerentedoutourhouseandmovedinto800squarefeettogetthebusinessofftheground.Fromayoungage,they’vebeenexposedtothetruth.Q:Doyouhaveanyofyourflip-flopsherewecanbuy?Notwithme.Goto: https://www.combatflipflops.com

20%discountforCMMAQ:HasSharkTankinfluencedyourleadershipstyle?Steelsharpenssteel.It’sbeenfantastic.Nodebate;justimprovement.Q:DoyouuseTwitterformarketing?Twitteristhelowestreturninvestmentforproductproducingcompanies.Fantasticforgettingaholdofpeople,butnotformarketingproducts.Ifyoucancrackthatnut,pleasecallme.


NewMemberPresentationsPattiPerkins,MembershipChair

17newmembersthisyear:• 4NorthernRegion• 4Central• 2Eastern• 4Southeast• 3SouthCentral• 0WesternRegion

JasonBrownVideoContentManager,CookMedical

Turned40inAugustLiveinBloomington,IndianaPlayguitarBigfanofsweets

WorkNewsphotographerbackgroundManageasmallteamandagreatgroupofcontractorsProducing,guidinganddirecting


KatlynGerkenEditor,CatholicOrderofForestersLifeinsurancecompanyStartedasaone-man-band;nowleadateamofthreeMelissa(Missy)GibsonManagerTrainingResources,Chick-Fil-A16yearsatChick-Fil-AVideoProductiontheentiretimeCurrentfocusmostlyontrainingvideosProductionshaveevolvedfrommajorproductions,toverysmallcrews.HavetobemoreflexibleandquicktomarketMarriedtoChrisWelovetocampontheweekendsJeffPrestonExecutiveProducer,VideoProduction,FloridaCampusYouknowallaboutMayoalready.I’maworkingmanager.Executivecommunications,research,patientprofilesPatientprofilesarethemostsatisfyingforme.BackgroundinfreelanceproductioninPhiladelphiaClientsincludeCampbell’s,Comcast,Sprout,SpikeFamily:wifeandtwochildren


DuaneHurt,GoodyearIwasamemberofMCAIforalongtime.StartedgettinginvolvedinmanagementandIcameacrossCMMA.Unfortunately,Ididn’ttakeadvantageofcomingtoconferences.ButIhavebeenanactivedigitalmemberandhavereceivedlotsofgoodinformation.Sothisismyfirstconference,eventhoughI’vebeenamemberforseveralyears.WhenIstartedatGoodyear,wehadtwostaff.Theypromptlyleft.Fortunately,theyhadrelationshipswithcontractorsthattheyintroducedmeto.Iwasabletorebuildthedepartment;nowhavefivestaff.NowthatIcontrolthebudget,IputsomemoneyinformetofinallycometoaCMMAConference!

MembershipDirectorPattyPerkinsreadstheMembershipChargetotheClassof2017


KeynoteAddress:ArchitectureofaSuccessfulMessageMarkMcKinnon,PoliticalConsultantIntroduction:Ifyoudon’tknowhisname,youknowhiswork.HislatestclaimtofameaShowtimeseriescalled“TheCircus.”Worthawatch!Greatcontent,butalsofantasticproduction.Heknowshowtoleadateamofcommunicators,andthat’swhyhe’shere,Mark:About15-20yearsagoIsatdownwithacolleague.HeworkedforClinton;IworkedforBush.Let’sdeconstructallthecampaignsweworkedonandconstructedwhatwasmostsuccessfulinallthosecampaigns.OneofthethingsI’velearnedovertheyearsisthatnothingisstatic,soIhavekeptupdatingthisalltheseyears.Mypresentationisthroughapoliticalview,butitappliestoanyorganizationthatcommunicates.Alltheselessonsapplytoanyentitythatneedstocommunicate.Youareatthecoreofwhatthisisabout;someofthisisstuffyouknow.Butgoodtolookatitthroughadifferentlens.TheHighlyEffectiveHabitsofaSuccessfulCampaignRationale

• Seemsobvious.Whyyouexist.Whatisyourbusiness?Butabsenceofaclearrationaleoccursmoreoftenthanitshould.

o TedKennedyo Chappaquiddickcandidateproblemo Choosetogoon60Minutestotalkaboutit;hedidgreatupuntilveryend.o HewasaskedwhyhewantedtorunforPresident.Youcanseehimfreezeon

camera.Heobviouslyhadnotthoughtaboutthis.• DonaldTrump:“MakeAmericagreatagain!”• HilaryClinton:NooverarchingrationaleforrunningforthePresidency

o Noclearstory

TellaStory• There’sapowertonarrativestructure• Abridgethatcreatessomethingtowalkacrosstowardsthefuture• Candidateswhoarereallysmartbutdon’tconnectittoacleararchitecture;astoryline

o Establishathreatoropportunityo Identifyvictimsofthreatoropportunityo Identifyvillaino Proposeasolutiono Revealthehero


• DonaldTrump’sstoryo Thereisanopportunityo Threats:Mexicanimmigrants,badtradeagreements,Obamacareo Victims:averageAmericano Solution:Meo Hero:Me

• HilaryClinton:NocompellingstorySoLittleTime

• AverageamountoftimeonTVforcandidates:7seconds• Goldfishaverageattentionspan:9seconds• Humanaverageattentionspan:8seconds• Politiciansinadebateneedtocondensetheiranswerstonomorethan30seconds• Example:John3:16coverstheentireChristiantheologyin140characters

o ForGod:monotheismo Solovedtheworld:Hisessenceo He:He’saguy—talktotheAuthorifyoudon’tlikeito Gavehisonlybegottenson:verycomplicatedconceptinafewwords

o Thatwhoeverbelievesinhim:whatyouneedtodoo Shallhaveeternallife:resultRelevant• GettingoutthevoteforLyndonJohnson:o “Thestakesaretoohighforyoutostayhome.”o Nuclearthreatfocus.o Voteordie.That’sprettyrelevant!

Authenticity• Ascommunicatorspartofourproblemisthateveryoneishighlyskepticalabout

everythingwesee.• Thisisanad.Weknowsomeonewrotethis.Iwon’tbelieveit.• Challengeistocreatesomethingthat’sauthentic.• GeorgeWBushexample

o Candidateisnotwellknownatthebeginningo Needtoeducatethevotingpublicaboutwhothecandidateiso Fouropportunitiestobeauthentic

§ Announcement§ Convention§ ChoiceofVP§ Debates

o WithBushchoosenottowritealotofwhathesaid.Choseinterviewsinstead.o Intentionallyincludedatakewhenhemangledtheanswertoshowauthenticity.

• HilaryClintonfirstcampaign


o ObamawinsIowa;shockstheworldo SuddenlyHilaryisdowndoubledigitso Herconfidenceiscracked;she’ssickasadogo Tearsuponcamera;makesupdoubledigitdeficientinNewHampshireo Didn’tseethisauthenticityuntilherconcessionspeechinthelastcampaign

• Announcementmaybethemostimportantopportunitytobeauthentico Trumpcamealongwhenenoughpeopleweresotiredofpoliticspeoplerejected

everythingthatsoundedpolitical• TheCircus

o Real-timedocumentaryproducedduringlastcampaigno Newepisodeeveryweeko Featuredallcandidateso Showtheelectioncampaignsastheyhappen;triedtoshowwhatthecandidates

wereactuallylikeo MostsurprisingelectioninmodernAmericahistoryo TheRussianStory

§ Realizedhowimportantthisstorywastotheelection§ TriedtodoasegmentfromRussia,buttheywouldnotallowit.§ WenttoLondoninsteadtostalkJulianAssange(Beforethissegment

aired,Wikileakshackedtheshowandgotit!)§ Didn’tseehim,butgothimtorespondtoonequestioninwriting.What

aspectsoftheRussianemailcampaignhastheUSunderreported?Hisanswer:Everything

§ OneofthemostfascinatingsegmentsinTheCircuso Verychallengingtoproduceanewshoweveryweeko Afterelection,Showtimecamebackandsaidyouhavetogetbackoutthere.The

Circusisn’tover!o Season2evenmoreinteresting.

§ Somethingnewandsurprisingeverymorning§ Whetherornotyouareastridentsupporterorstridentopponentof

Trump,everyoneisfascinatedaboutwhat’sgoingon.Q&AQ:WhatimpactareTVratingshavingonthecountryrightnow?Trumpobsessesaboutthis.Tohimit’sallaboutwho’swatchingandhowmanypeople.HugeaudienceonTwitter.Howwelldoyouthinktodaythatmediaunderstandsratings?Doweunderstandthemaswellasweusedtogiventhediversificationofmedia?Moreofabuzzwordnow.Forpremiumcablecompanies,ratingsarenotnecessarilyasimportantasbuzz.Ithinkbussismoreimportantthanratings.Q:Anysuggestionsforcapturingauthenticityin6-8seconds?


Thereasonit’ssohardisbecausewearedealingwithreallysmartpeoplewhoareusedtosuccessandaretrainednottoshowvulnerability.Theyneedtolearntobevulnerable…agreewescrewedup…Ifyouneveradmittheproblemtheywon’tbelieveyoufixedit.Ithinkthisisasit-downconversationwiththeexecutive.Whentheydocomeacrossashuman,theyaremorebelievable.Q:Creatinganarrative.Theexamplesyougavearebasedaroundfear.Arethereanygreatexamplesthatarenotbasedonfearornegativity?BarackObama.Ahopecampaign.Agreatexample.Broughtoutlotsofnewvoters.Morechallengingtorunapositivecampaign,however.Trump:fearandthepast.TwoBushcampaigns:

• In2000,prettygoodeconomy,whichfavorstheincumbentparty.Bushmadeitahopefulcampaignabouthonorandintegrityanddignity.

• In2004,justtheopposite.Basedaroundterrorism.


FastTrackSolutionsAlanLangford,JCPenney,Moderator

CaseyShannon,MomentsofHope

“WeareCMMA…• CMMAbranddiscoveryexercise• Goal:GatherfeedbackfromNationalConferenceattendees

onCMMAbrand.• Objectives:spendfasttracksessionsbrain-stormingemotion,

value&productwords.

Thisisnotacriticalsolutionproblem.Thisisawhirlwindbrandingexercise.

• Why–How–What• CompaniesaregoodattheWhat• Someknowwhattheydoit• Whyismoredifficult.WhatisyouressenceatthebrandDNAlevel?

Nike,Google,Apple,Johnson&Johnsondothisreallywell:• Emotion• Value• Product• Threesilosthatconnect.• Havetohittheheartbeforethehead.

ThreetruthsI’velearnedatthisconference1. Thisisagroupofuntappedthoughtleadership.Youownthisspace.2. Ifweweretoscoretheaffinitylevelsinthisorganization,wewouldbebestinclass.

Partnersandmembersalikelovethisorganization.3. DonotgodrinkfordrinkwithWilliamJarrett.Youwillgethurt.


Rapidfire:Atyourindividuallevel,howdoyourelatetoCMMAinthreebuckets:Emotion/Value/ProductEmotion:

Thebiggerthewordinthegraphic,themoretimesitwasmentioned.Value:


Product:

Whatdowedowithinformation?

• It’saprocess• Processesarebesttackledbyinterestedandinvestedpeople• Wanttoswimovertomyisland?

KimCloutman,NorfolkSouthernProjectManagementSoftware.Whatdoyoudo?Goal:Effectivelymanagethenumerouscomponentsofalargevolumeofcomplexproductionsisadauntingtask—keepingtrackofbudgets,schedules,projectphasesofdevelopment,equipmentallocation,productionandpost-productioncallsforahighlyspecializedsolution.

• Robustreporting• Budgeting;trackingresources• Accountability:needforprojectmetricstosharewithmanagement• Projectmanagement/communication• Robustemailingwithinsoftware

LessonsLearned

• Onesizedoesn’tfitall• Biggestchallengeisusability.Paradox:morerobusttool,greaterthelearningcure

greaterbarriertouseability


Topsuggestions• Findaprogramwithasimpleuserinterface• Allowextratimeandmoneyforalow-levelcustomization• Useacloud-basedserver• Ensureprogramcanbeaccessibleanywhere• Selectasystemwithafunctioningmobileapplication

Otherrandomcomments:

• PMSinitialsarenotacoincidence!• There’snoholygrailsoftwarepackage.• We’vewantedtodothisforalongtime

o Track,manage,scheduleo Lookedatthisforoverayear;didasearcho StudioSuiteiswhatwechose

• Gotinputon17differentsolutionsfromourmembers

What’syourbiggestneed?• Somethingpeoplewillactuallyuse• Don’twantanothersystemtologonto• LookingatWorkFrontbecauseit’sconnectedtoOutlook• Compatibilityisabigfactor• Perceptionthatthere’snotenoughaccountabilityfortheteam• Wewantedtoputentirecorporatecommunicationsonthesamesystem• Who’sdoingwhat,when,where• Costisanissue• We’reusingX;theothergroupisusingY• Weneedtheabilitytogeneratebillings• Farmer’sWife

o hasalotofusabilityo intuitiveo allowsbillingo usedprimarilyinthepostindustry

• AssetProofingo Abilitytoreviewworkinprocess

• Reporting• Inventoryandcheck-outequipment

StudioSuite

• Highmarksonfunctionality• Greatreports• Usabilityisachallenge;I’mtheworst• Learningcurveishigh• IknowanduseExcel


• Doesallowforgoodteamtracking,includingfreelancersWeendedupbuildingourownatSandiaNationalLaboratoryinordertogetthefunctionalityweneeded.KitHammond,JCPenney“Whatdowedowiththemetadata?”Weneedtolearnwhatourdataistellingus.We’reinstallingsomesystemswithprettygoodanalytics.Aretherewaystheseanalyticscandriveourbusiness?Dowetrustthedata?Sowe’vegotdatainthissystem,andinthissystem.Mightbesomereallygoodinformationifwecouldgetdatacombinedfrombothsystem.Howpeopleareusingdata

• Primarilyusedtoeducateclientsandnegotiatetheproductioncriteriao Livevs.on-demando Optimumvideolengthforaudienceattention

• Reviewproductionswithlowviewershiptodeterminecauseandconsiderrevision• Forthosewithanexternalaudiencethesocialmediaplatformsprovidedataaboutwho

istheaudience• Usehotsearchwordsinvideotitles• Analyzewhichsubtitletrackwasselectedtodeterminedemographics• ResearchxAPItoolsthatallowmultipledatasourcestocontributetoacommondata

storeforbigpictureanalysisHowarewedealingwithpoliticalissues?

• Datagovernance• Getstakeholderstodefinethedatathatwouldbemeaningfulfortheirneeds• Tailoranalyticreportstofittheneedsoftheclients• Partnerwithotherdepartmentsthatknowanalytics• Transparencybuildstrust

Generalthoughts

• Forsomeofusanalyticsispartofwhatwedelivertoourclientsandforothersitisnot• Usedatetoinformbutnotdictate• Don’tletthedatadrivethequestions


OtherRandomComments• IthoughtwewereleavingthatuptoGoogle.• Googlegivesyoudataback,butwhatareyougoingtodowithit?• Whatkindofdataareyoutalkingabout

InourdepartmentwehaveProjectManagementsoftwarethathasallkindsofdata,andanAssetManagementSystemandContentDistributionSystem.There’salsotheHRdatabase.Ifwecouldgetallthedatatogether,whoknowswhatwewouldfind?

• It’soutsidethescopeofourdepartments.TalktoIT.• We’rejustfinishingprojectsanddivingintothenextone.• Sohowdoyouknowwhatyou’redoingisright?

o Havetohavealignmentupfront.• Attheendoftheday,doesanyonecare?• Wouldn’tyouwanttoknowifyourvideoactuallycreatedresultsfortheorganization?• Ithinkthejobofthemediamanageristoidentifywhatweneedtolearn.Idon’tthink

we’veidentifiedwhatinformationwewanttocollect.• Don’twantthedatatodrivethebus;wanttodeterminewhatweneedtoknowfirst.• What’simportanttoyourstakeholders?Worktowardsgettingthemetricstheywant.• Areweresponsible?We’refollowingorders?Datahasapoliticalaspectaswell.• Maybewe’reafraidofthedataandhowitmightbeusedagainstus.Howthevideowas

usedanddistributedmaybetheproblem,notthevideoweproduced.• Datamaytellyouhowmanypeoplewatchedthevideo.Youhavetodecideifthat’s

successornot.• Wegobacktoourclientsafteraperiodoftimeandaskwhetherthevideohadan

impactinaccomplishingtheirgoals.


LearningTrends,TechnologiesandtheRapidlyChangingUserExperienceElliotMasie,LearningCollaborationExpert,CEOMasieCenterRomeroBanderas,ModeratorFocusedonthefutureoflearningandknowledge.Q:Apersonalquestionfirst.Howareyoudoingwithyourweightloss?Inafunnyway,goesallthewaytobackwhatCMMAisallabout.I’mattheyoungageof67,andIfigureI’mabouthalfwaythroughmycareer.Oneofthethingsthathelpsmechangeisdata,thenengagementandfinallyaccountability.Igotadoctorandnutritionist.TrackedwhatIateforamonth,thengotacustomizedplanfromthemonhowIwouldloseweight.TrackwhatIeatonmyphone,andthedatagoestomyteam.Igetthumbsuporaspankingfrommynutritionist.IgrewupinaJewishfamily;everythingiscelebratedwithfood.239poundsJanuary1stNow194poundsMycholesterolandtriglycerideswentdown.Iaminabehaviorloopwithdatamotivation.Checklistsareabigwaytobringaboutchange.Q:WehadapresenteryesterdaywhocreatedCombatflipflops.Youhavesomethingcomingup;technologyforgirlsinwar-torncountries.Ido.Ihaveabigconferenceeveryyear.OneofmyspeakersisayoungwomanborninAfghanistan.ImetherwhenshewaspresentingasacollegefreshmaninDubai.She’snotgoingtoCollegeStationinTexas.Culturedoesnotallowmixingsexesintheclassroom.E-learningsolvestheproblem.Inthestrangeworldwelivein,many,manypeoplehavecellphones.Wecanusetechnologytoenablegirlstogotoschool.Whatifourboredretireesbecamementorstogirlsaroundtheworldusingtechnology?Q:BignewsfromApplewithaugmentedreality.Talktousaboutthat.Alotofworkbeingdoneinvirtualreality,butit’sclumsyandhardtouse.ThencamePokemanGo.Theprimarychangethatyou’regoingtoseeisaugmentedreality.Increasinglyyouaregoingtoseeacamerapopuponyourphonethat’swaybetterthananythingyouhavenow.Abilitytotakevideoandaugmentit.Theabilitytotakeanobjectandthedataaboutitwillpopupaspartofthevideo.PokemanGowastheprecursor.We’regoingtohavetotakealookatthewayweshootvideoandoverlayitwithallkindsofinformation.


Virtualrealityandaugmentedrealitywillbecomemixedreality.Let’sgobacktomyweightloss.WhatifIcouldlookatthemenuatarestaurantanditautomaticallyblocksouteverythingmynutritiondoesn’twantmetoeat?Thetechnologyisavailable.We’reusedtothisonline,butnotinastore.Onlineisconvenient.Butforintensityandpersonalization,retailisbest.Butithastobeinterpersonalandpersonal.Q:Videobynatureisnotaneasymediumtopersonalizeonthefly.Soundslikewebetterlearnhowtodoit.Youbetter!LookatwhathappenedwhenTedTalkscameout.Youprobablyrememberwhencorporatevideoswere60-90minuteslong.Ted:9-17minutes.Wholemodelforvideochanged.Iusedtolovetomake30-minutevideos.SoIstartedtomake3½minutevideosandstackthem.Peoplewouldwatchthefirstoneallthewaythrough,andwouldthenclickonthenextone!Manyofthethingswedohavetobestunningwithhighproductionvalue.Butnoteverything!There’saplaceforpickingupaphoneandmakingavideothatgetswidedistribution.Whodoestheediting?That’sthetoughpart.Oldmodelsaysthecorporationdoesalltheediting.Futuremodelthestudentwilldosomeoftheediting.Let’stakeafootballfanasanexample.Shewantstofollowhersecondcousinwhoisalineman.ShetouchesherTVscreenwhereheis.Nowshegetstwovideos;oneofthebroadcastandoneofhercousin.Wearegoingtohavetodealwithvideoina360degreemode.UX:UserExperienceWhenwecreatesomething,welookathowweenhancetheuserexperience.ImagineIamsittinginfrontofagreenscreen.InsteadofPowerPointIjustaddthegraphicstothebluescreen,ratherthantwoscreens,oneforspeakerandoneforPowerPointasweseeinsomuchonlinetraining.Youcanbuyasmallgreenscreentoputbehindaspeakerfor$59.00.Q:Youtalkedabitabouttheexperienceinthestore.I’malwaysfascinatedbywheretechnologyisgoingvswhereitisnow.Whatisyourperspectiveabouthowcloseaugmentedrealityis?


Ithinkalotofitishyperightnow.ButIthinkit’schangingatadifferentratebecauseourbusinessmodelsarechanging.Amodelthatallowsforrapidfailure.Smallerventureswithalowercostofinnovation;nottryingtodoeverything,justaminimalviableproduct(MVP).Ihavefriendwho’sbuildinganappthatgoesontopofUberthatshowwhereyouareandwhatyougotinto.Ithinkweinamomentofmassivesmallinnovation.Thentherewillbepartneringandacquiringtoconsolidate.Disruptionofmailorderissoradicalforretail.That’sanareawhereyou’regoingtoseerapidchange.Whatwillhappentoshoppingmalls?I’moptimisticwewillfindcreativewaystousethisrealestate.Thesesmallinnovationsaremorelikelytocomeoutofagaragethanfromalargetechnologycompany.Q:YougaveatakeawayatourMetromeetingthatI’veimplemented.Iboughta360-degreecameraandamhavingalotoffunwithit.What’sinyourpersonallaboratoryrightnow.

1. Anymusicpeopleintheaudience?I’mlearninglooping.Onepersonplaysseveralinstruments,thencombinesthem.Ithinkpeoplearegoingtostartre-mixingourcontentinadifferentway.

2. Alsoplayingwithabrainscanner.ByBluetooththiswilldemonstrate4differentbrain

waves.Whatdoesyourbrainlooklikewhenyouarefurious?Curious?

3. DevicefromAmazon.Askstotakeapictureofwhatyouarewearingeveryday.ThenyougoonAmazontoshop,anditsays,“No,thatdoesn’tlookgoodonyou.”Thinkofthepossibilitiesfortraining,

4. SoundEffectsfromTheTrainer’sWorkshop.Buyonlineforabout$9.Youwanttouseall

thetoolsavailabletoyou!I’malwayslookingattheProsumermarketfornewproducts.Q:Somuchofwhatwedoisbasedonstorytelling.Istrugglewithhowsomeofthisnewtechnologyfitsintostorytelling.Haveyouseenagreatexampleofusingthesethingsinstorytelling?Iagreewithyou.Thesethingsarespecialeffects.Agoodstorystandsalone.WhereIthinkeffectscomeinarewhenwescaleupthestory.Howdowescaleagoodstory?Mayneedsomespecialeffects.Effectscanaddintensityandaugmentation.Ourlearnersaregoingthere.Watchingvideoforveryshortperiodsoftime.Experimentalittle.


I’llgiveyousomethingtokeepyouupatnight.WhydidAmazonbuyWholeFoods?Ihavesomeinterestinghunches.Maybejustalearningproject.Facebookdiditwithbuyingavirtualrealitycompany.Q:We’realreadybeingaskedbyourclientstocreate360-degreevideo.Unfortunately,theywantitforthewowfactorwithoutapowerfulmessage.Howcanweeducateourclientssowedon’tjustcreateanewchannel?Ithinkweneedtomoveawayfromtheshiningthingtowhat’stheproblemtobesolved.Howdoweradicallyincreaseengagement?Peopledon’tmemorizeanymore;theycanlookitup.Ouruserbasewantsnavigationalknowledge.Havetobuildvalue.


MemberPanel:NoOneisanIsland

TrishSandness,ModeratorKatlynGerken,CatholicOrderofForestersJasonBrown,CookMedicalCaseyShannon,MomentsofHope

Trish:

Nooneisanisland,Entireofitself,Everyoneisapieceofthecontinent,Apartofthemain.JohnDonne

FiveParadoxesofLeadership1. Successcomesfromfailure2. Humilityisakeycharacteristicofgreatleaders3. Learningbydoing4. Don’trushyouremployees’development5. Leadershipisaboutrelationships,notunilateraldecision-

making

Howdidyougetwhereyouareprofessionallytoday?

Katlyn:I’mabulldozer,smallbutpowerful.Startedasjustme;nowhaveateamofthree.Iaskedalotofquestionsandtriedalotofdifferentthings.Igotdoorsslammedinmyfacefiguratively,butIdidn’tletitstopme.

Jason:Formeitwasatransitiontotakingvideoseriously.Startedinfilm.Anexcitingtime,andvideohasbeenacceptedwell.Peoplethinktheyunderstandwhatwedo,buttheyreallydon’t.

Casey:Mybusinessisverydifferent,workingforapastor.Omni-channelparadigm.Facebookpagefrom0-6500sinceMarch.Notjustbooksandvideos.


Trish:Whenyouarethatlonepersononyourisland,howdoyoucollaborate,grow,getnewideas?Jason:Istartedusingvideoinaverytraditionalway.Ihadavendorwhocameinandreallychangedmythinkingaboutcorporatevideo.I’meducatingmyclientsnottomakekitchensinkvideos.Justfocusononething,inveryspecificdetail.Ifwe’regoingtotellarealstoryitneedstobetoldauthentically.Trish:Howdoyougetexecutivestounderstandyourvalue.Especiallywhentheydon’treallyunderstandwhatyoudo.Jason:Iworkwithalargegroupofpeopleacrosstheorganization.Ihavetohelpthemunderstandhowtousevideoasatool.Myfirstquestioniswhytheywantavideo.It’saboutgoodstorytelling.Trish:Casey,howdidyouconvinceyourbosstomovetoamulti-channelapproach?Casey:Hedidn’tneedalotofconvincing.Wereach,influenceandhelp.Igobacktothat“why.”Tacticsaresecondary.Makesureyoudon’tjusthighlighttheopportunitytogetbetter,butcelebratesuccessalongtheway.Trish:Ihavethesameopportunityrightnowwithmyrole.Therewasnojobdescription.Iloveit,becauseI’msettingitupthewayIthinkitmakessense.Katlyn,howdoyouinteractwithyourleadershiptodefineyourrole?Catlyn:Thepresidentofthecompanycomestomewithquestionsandideas.Butheandmybossareverydifferent.Ihavetodelivermypointandasolutionveryquickly.Hehasahands-offmanagementstyle.Casey:Theproblemiswegetstuckinthecycleoftalkingabouttheproblem.Shouldonlybe10%ofthetime;90%shouldbefocusedonthesolution.Theotherthingthathappensisleadershipwillplanttheflagandsaythisisthewayit’sgoingtobe.Ifyoucanstayneutralandnotdefensive,ifyou’rerightyoucanusuallyfindawaytocommunicatethat.OrsometimesI’llrealizehe’sright.


Islandsaremorefunwhenyouhavelotsofpeopleonitwithyou,eveniftheydon’tdowhatyoudo.Q&AComment:Ididn’tstartasaone-man-bandandnowIamoneagain.Idon’thavetodoperformancereviews!IfI’mbusy,Ijusthiremorefreelancers.AllofmyclientsareusedtopayingbecauseIdon’tdoanyproduction.Ihadtochangemyperspective,andtherearealotofpositives!Q:Ilovetheyouthonthestage!Howdoyoufeelwhenyoudoyourpartverywell,butthemessagedoesn’tgettotheenduserintherightway?Casey:Idomanageallthewaydowntheline.Trish:IdowhatIcantomakeitasgoodasitcanbe.Ifit’snot,andit’snotbecauseofthequalityofmywork,Iwilldoafollow-uptoseethatwecoulddobetternexttime.Catlyn:Iownthewholeexperiencealso.ButIstilllookforfeedback,bothnegativeandpositive.Jason:Idon’townthewholeprocess,andIsometimesgetfrustratedabouttheuserexperience.Youhavetofindpeoplewhocareasmuchasyoudo.Noemail.Youhavetotakeface-to-face.Mostpeopledocare;theyjustdon’tunderstandmyperspectiveunlessIshareit.


MemberPanel:BijouCaseStudies

CynthiaHotvedt,Medtronics,ModeratorBradLund,CampbellSoupCompanyJoanKinsley,ToroChrisBarry,YellowTagProductions,BestBuyJoan:I’vebeenaToronearlyfiveyears.FormerlywithBestBuy.Wehaveasmalldepartmentoffourpeople.

• twoshooters• associateproducer• myself

Wedoalotoflaunchvideosfornewproducts.Ourmarketingpeopleallcamefromengineering,sowe’retryingtobringthemalong.Theyknowwhataleafbloweris,folks!Toro40VPowerPlexToolsBatterytechnologyisgettingmorepowerful.Clientcametouswithabiglaundrylistofwhattheywantedtodotolaunchthesenewproducts.Bigmarketingvideos,educationvideos,customercarevideos,socialmediavideos.Addedupto37videosandwaymoremoneythantheyhadtospend.Weproposed:

• 8marketingoverviewvideos• 6socialmediateasers• 1how-tovideo• TraveltoLA• Budgetlimitedto$50grand

Intheend,wedelivered21videos(69totaldeliverablefiles)

• 8marketingoverviewvideos• 6socialmediavideos


• 3how-tovideos• 4featurevignettes• VersionsforTHD,THDCanada,ACE

Challenges

• Moneycrunch• Allthetoolswereprototypes,handassembledandhandpainted.• HadtoshootinLAduetoseason/weather.• Productshadtobeshippedtous.• Ourfirstday.Readytoshootat7:00AM.Noproducts.HeldupatFedEx.Products

showedupat11:00.Sunstartedgoingdownby4:15.BradIrunthecorporatearchives,largeevents,socialmedia,websites,video.V8Red–Granola• Newdecouplingproductionprocess

o RecommendedbyAccentureo Decouplealltheproductionfromthecreativeagencyo In-houseteaorpreferredvendorproducestheworko Collaboratewithagencyinproductiono Veryroughprocess,littleinitfortheagencyo Nowweareinchargeofallmedia,includingcommercials

§ Agencydoescreative§ Wedecidewhodoestheproduction,in-houseorpreferredvendor§ Collaboratewithagencyinproduction,whichwasverypainful§ Notahardhand-off;wehavetoworktogether

• Peopleo NotthetalenttheAgencywantedtouseo Agencywantedtoapprove/assignartistso Didnotagreewithwhowechoseo Couldnotarticulatewhyotherthan“afeeling”o Everyonewatchingoutfortheirowninterestso Wethinktheyweretryingtosetusupforfailureo Wantedtoproveweweren’tasgoodastheywere

• Producto Notwhatwasoriginallyintendedo Boardscouldnotbeproducedin15secondso Creativeendedupchangingfromoriginalboardo Time,elements,“gags”;somecreativitywascuto Agencyreluctanttosignoffduetotheirpushbackonexecution


o Theyarenowtryingtopushusunderthebuso Wedidn’tthinktheyweretryingtoputthecompany’sinterestsfirst

Chris13onstaffProductionfromconceptthroughcompletionButdoalotoutsideaswell456videoprojectsinthepastfiscalyear300contractorsAlotofeventworkaswellBreadandbutterisworkwedointernallyTagTV

• Newsandinformationvideomagazine• Quarterly• Audienceisstorepersonnel;veryyoungaudience• Meetingsat7:00AMonSaturdaymorning• It’sourdutytoentertainthem,andwetakethisseriously• Superhighprofile;weownit

o Write,direct,produceo Alldonein-houseo Creativecontrolo Butalotofstakeholderswhowanttheircontentintheshow

• Theparadoxo Lotsofpressureonbudgetandcontento Buteveryonewantsitcreativeandentertainingo 7minuteslong,butI’dliketoshowthewholethingo There’salotofcontentinthe7minuteso Serious,sobercontent,butwetrytodoitinafunwayo Wespendalotoftimechallengingeachotheroncreativityo Ifwekeepcreatingproductsthatwork,theyleaveusalone.o Sometimeswegetintrouble,butusuallywehitthemark.

• Keepingthebudgethealthyisimportant.Helpsthatthecompanyisdoingwellalso.Q&AQ:Joan,about$62Gforthose;howdoyoudoit?Chris,whatdoesittakefinanciallytomakeyournewsmagazineshow?Joan:WehavestaffshootersFantasticVP


Iwrote,produced,directedWeworkfastandleanDoasmuchinternalaspossibleDidhavetobringinoutsideeditorsChris:$220KperyearforfourshowsWouldbealotmoreifwedidn’tdomostofitwithstaff.

Q:Allofyouhadtopushtheenvelopeatsomepointinyourprocess.Whathastheexecutivesponsorshipbeenforyou?Brad:WithAccenturecomingin,themodelwehadalreadybeenworkingtowardreallystartedhappening.Ithelpedtohaveanoutsideexpertdictatewhatweneededtodo.Wearenowtiedtohelpingtosavethecompanybyreducingcostsformedia.

Joan:Forus,littlebylittle,it’sshowingwhatwecando.Ihonestlyfeelvaluedbythecompany.Youhavetoearnyourway.Chris:Wetakerisks;wedogoodwork;weearntrust.YellowTagProductionswasformedover20yearsagowithamandatetodocreativework,nottypicalcorporateproductions.Q:Youtalkedalotaboutbudget.Doyouhavetocontributetoyourproductionbudgets?Joan:Iwillsometimeskickinonabudget,butIdon’tlettheclientknowthat.Wedonotmonetizeanymediaatall.Brad:Wehaveaverysmallbudgetforour6-personstaff.Everythingischargedback.Chris:Wehaveabudget.Wehaveachunkofmoneythatwemanage.Wecontrolit,andcanuseithowweseefitforthemostpart.Wealsodochargebacks,sowehavebothoptions.Q:Inatypicalvideo,howmuchareprofessionaltalentvs.staff?


Chris:Itdependsonthescript.Weuselocalimprovisationtroupes,professionaltalent,staff,storeemployees.Itjustdepends.Joan:ForToro,theclientsoftenwanttouseengineersandpeopleonstaffbecausetheyknowhowtooperatetheequipment.I’mfightingtousepeoplewholookgoodandcanact!


HarnessYourSuperpowerasaHumanVennDiagramChristinaWallace,VicePresidentGrowth,Bionic

Asmediamanagers,youallhavetobouncebackandforthbetweenrightbrainandleftbrain.We’vebeentoldallourlivesthatweareoneortheother,andtofocusourenergiesonourstrength.Howcanwebeboth?

Leftbrain:logical,organizedRightbrain:creativeNeverworkedformeFalsedichotomy;notsupportedbyscience

Weliketocategorizetheworldintoneatgroups.Convenient,predictable.Butconfiningyourselfintoboxesthatdon’treallyfitthemcanbeverylimiting.Teenagersarepressuredtospecializeatthatyoungagetochoosewhattheywilldofortherestoftheirlives.

Mythreelanguages:1. Math2. Music3. English

Symmetrybetweenthethree.Iwasalwaysthoughtofasdifferent.Irefusedtodefinemycareerpathbyage10.Wenttoanartshighschool.ButIwasconstantlyaskedwhatareyougoingtobewhenyougrowup?

Doublemajorincollege,mathandscienceButalsotooklotsofcreativeclasses,participatedintheater

Aftercollege,questioncameupagain?Whatwillyoudoforacareer?

DiVinciTheoriginalrenaissanceman.Thebasisoftheliberalartseducationoftoday.

RightsideseestheimageLefthemisphereformswordsBothsidesneedtoworktogether

HowIdomathYouTubevideoLivesbetweentheworldsofmathandtheaterStartedaPodcastthatcelebratespeoplewhofindwaystofocusonbothsidesoftheirbrains.


HumanVennDiagrams

Weareallcomplex,multi-dimensionalcreatures.Thinkofyourcareerasadiverseportfolio.Let’screateyourownVenndiagram.Here’swhatthefirstoneImadeformyselflookedlike:

Exercise1:CreateyourVennDiagram

• OnapieceofpapercreateyourfirstattemptatyourVennDiagram• Drawcircleswithallthethingsyouenjoydoing

TwomethodsfordiscoveringyourVennDiagram

• Internal(whatyoualreadyknowaboutyourself)• Outside(friendsandcolleagues)


Putthisintopracticewithastart-upcompanyforprofessionalclothingforwomen.Intheend,wehadtoshutdown.Didn’thaveenoughcapital;toomanyproducts.IwantedtorunawaytoNewYork.Wenttobedforthreeweeks.ThoughtIwouldneverachieveanythingagain.Myresumereadopera,consulting.OnedayIwokeupandcalledupeveryoneinmyprofessionalnetwork.Ischeduled70coffeechatsover3weeks.Iaskedthemthreequestions:

1. Whatdoyoucometomeforhelpwith?a. Storytellingb. Seeingtheforestforthetrees

2. Whenhaveyouseenmehappiest?a. Inchargeofmycalendarb. SoIcoulddoeverythingIwantedtodo

3. WheredoIstandoutagainstmypeers?a. Abilitytomakeconnections

Feedbackwasveryhelpful.HadmorethingstoaddtomyVennDiagram.Peopleareinyournetworkbecausetheywanttohelpyou!Exercise2A

• Drawasquareanddivideitintofourquadrants• Inthefirstsquarelistthreepeopleyouaregoingtocallandasktohavecoffeewithyou

totalkaboutyou(the3questions)Whatisyourverb?Whatverbmakesyouhappiest?Andhowdoyouconjugatethisverbtokeepitgoingaslongaspossible?Verbsdescribewhatyouwanttodoalldaylong.Verbsformypreviousjobs:

• Maintain• Advise

TheoneverbIwanttodoeveryday:CreateExercise2B

• Inthesecondquadrant,writedownyourverb• Ifyou’renotsure,writedownthethingsyoumostenjoydoing

SurroundyourselfwithpeoplewhocelebrateyourHVD-ness.(HumanVennDiagram)


MistakesThetimesthatItriedtochangemylifeandshrinkdowntoboxesprescribedformeiswhenImademistakes.IconvincedmyselfIcouldchangethingsafterpeoplegottoknowme.AftercollegeIdebatedwhethertogoforaPHDinmathematicsorpursuethearts.Decidedtotryartsfirst.OnlyjobIcouldfindwasaschedulingmanagerforMetropolitanOpera.AllmyreferencessaidIwasgoodatinnovationandcreativity.Ishouldhaveknownthiswasnotgoingtobeagoodfit.TheOperamademesignacontractthatIwouldnotchangeathingintheirprocesses.Iwasbroke,soIsigned.IspentthefirstyearmakingalistofwhatIwantedtochange.AfterayearIproposedanewcomputerprogramtomyboss.Itwasagreatideathatcouldactuallyputmeoutofajob.Herresponse:“No.Thereisnoroomforyourambitionhere.”IrealizedthesewerenotmypeopleandthiswasnotwhereIwantedtowork.ChancesoffindingajobthatfitallofmyVenndiagramwerezero!Thankofyourcareerasaportfolio,notaladder.Youcanmaximizereturnsbasedonadiverseportfolio

1. Unlikelywewillspendourentirecareersinoneindustry.a. Limitingb. Needdiversification

2. Nosuchthingasaperfectjoba. Andthat’sokayb. Findsomethingthatmeanssomeofyourneedsc. ThenfindotherwaystomeettheotherpartsofyourVennDiagram

3. Thisisaboutwork-lifeintegrationa. Needtore-balanceyourportfoliofromtimetotimeb. Maybeahobbyhasgrownenoughtobecomeajob

Mycurrentportfolio:

VPGrowthatBionic70%Co-hostTLDNE12%Freelancewriter8%Publicspeaker5%Hobbies5%

Exercise2C

• Inthethirdquadrant,listyourcurrentportfolio.• Howyouspendyourtimeinpercentages

Bewillingtochangeyourportfolioasyourfinancesandcircumstanceschange.Nowit’stimetothrowoutallyourpreconceivedideasaboutwhatyouwilldofortherestofyourlife.It’stimetoharnessyoursuperpowerasaHumanVennDiagram.


Exercise2D

• Inquadrantfour,writedownyouremergentstrategy• What’samoreidealportfolioforyou?• Howcanyourebalanceyourportfoliotogetwhereyouwanttobetomatchyourverb?

Alwaysbewilling

• Beopentoeveryopportunityevenifyoudon’ttakeit• Don’tjumponeverybus

Alwaysbewillingtorun• Greatopportunitiesareavailableforalimitedtimeonly

Alwaysbewillingtorunforthebus• Theplainoldbus• Youmaygetluckyandgetalimo• Butifyouhoponbussesinsteadofwaitingforthelimoyoumaygetaheadofeveryone

elseThefutureisgoingtobeweird.Butit’sgoingtobegood!Q&AQ:Wouldyoubewillingtohaveacupofcoffeewithme?Justkidding.I’mcuriousaboutyourexperienceattheMet.Couldyouhavetriedanotherapproachandsuccess?Yes/And.Icouldhavegoneaboutitdifferently.ButtwoofthewomenIworkedwitharestillthere,andthingshavenotchanged.Can’tgetpromotedunlesssomeonedies.Therewasnocareerpathforme.Ihadtogooutandmoveupfastinotherjobs;thenmaybeIcouldhavecomebackatamuchhigherlevel.Q:Howdoyougoaboutre-balancingyourportfolio?Whatstrategiesdoyouuse?Sometimesyousayno.Ithinkaboutmyportfolioeachseason.Whatismygoalforthissceneandforhowlong.Lastsummerwasrest.Thisquarterisgeteverythingdone.Toclearouttheclutterinyourhouse.Askeachobjectifitbringsyoujoy.Idothesamethingwithmycalendar.Ilookateachappointmentinmycalendarandaskititbringsmejoy.Itmightnotinthemoment—renewingmydrivinglicense—butdrivingbringsmejoy,soIdoit.


Q:Whatareyourthoughtsonthedegreeofacceptanceforchange.I’minalargecorporation.Icanbringaboutincrementalchange,butnotmajor.I’macrazychangeagent,butIknowI’mlikelytogetfurtherifIstartreallysmall.Takesalotofpatience.IftheMethadallowedmetodooneortwothingsIproposed,Iwouldhavestayed.Whenriskisnotnecessarilywelcome:fastfailure.Smallchange,lowbudget.Makesureyouunderstandtheproblemfirst.Talktoyourcustomers.Findwaystowalkalongsidethemandlearnwhattheirvaluesare.Findtinywaystoexperiment.Don’tgetattachedtoanyonesolution;yourattachmentistotheproblem.Thenyoucantryoutdifferentideas,cheapandfast.Lowstakes.Makeiteasytosayyes.


MemberPanel:TheLeadershipParadox—Success&Balance

CarolBerman,ModeratorWarrenHarmon,MayoClinicJessicaRasch,CityofStCharles,MOCarol:Whenwewerethinkingabouthowtoframethisconversation,Iimmediatelywenttobooks.TheParadoxofSuccessfromtheearly‘90’s.Stillverywellreviewed.TheSuccessParadox.Moreofanacademicapproach.Whatwehavetosayisanecdotal.YoumayhaveotherideastocontributeduringQ&A.Forme,Igowaybacktomy20’s.IworkedintheClintonwhitehouse.Iwenttothe#1journalismschoolinthecountry.Thenatage24Iwasunemployed.Ihadtostepbackandthinkaboutwhathadgottenmetothatpoint.Forme,therewereacoupleofthingsthatrantruethenandstilldo.Mymantras:

1. Neversaynever2. Anoptimisticoutlook

Jessica:Worklifebalancereallymeansworklifehappiness.Wearethegatekeepersofthisforouremployees.AstorywhenIdidnotdothiswell.Iwasveryunhappyatwork;nocleardirectionfromleadership.OnedayIwaslookingatmyteamandsawlittlemefaceslookingbackatme.IthoughwhathaveIdone?Ididn’tprotectthemandmakethemfeelvaluabletotheteam.DecidednottoobsessaboutwhatIcouldnotchangeandfocusonwhatIcouldchange.Icouldonlychangeme.Startedatthebasiclevelofbeingthankful.Thankedmyteamgenuinely.Inperson.Inhandwrittennotes.Didmybesttocreateaspacewheretheycouldfeelsafeandtakechances.ToldthemIwouldhavetheirbackandtaketheheatifthingsdidnotgowell.Theteam’sworklifebalancedidnotchange,buttheirworklifehappinessdid.


Warren:I’vebeenbuildingteamssincethe1980’s.WhatIthoughtwassuccessearlyonwasverydifferentthanitisnow.Inmy20’ssuccesswasaccolades,makingagreatpresentation,buildingastudio.Itwaspersonal,butitwasselfish.Successhascomefullcircle.It’snowhowIinfluenceotherstobesuccessful,theaffectIhaveonothers—notmypersonalaccomplishments.ThepowerIgetfromothersmakesmefeelsuccessful.Jessica:Nobodyontheirdeathbedsaystheywishtheyhadspentmoretimeattheoffice.Itrytolistentowhatmyteamspassionsareandencouragethemtofollowthemeitheratworkoroutsidetheoffice.Warren:Werecentlywenttoasharedservicesmodel.Webrokeoutourmediaresponsibilitiesbytype,notbygeography.Asateamwetalkedaboutwhatwewerereallygoodat.Wewereauthenticwitheachother.Ihaveagoodgrasponmediatechnology.Cliffisgreatatmanagingvideo.OneofthemorehumblingmomentscamewhenoneofmycolleaguessaidIhadtoomuchonmyplatetobesuccessful.Carol:Iswhoyouareatworkdifferentfromwhoyouareawayfromtheoffice.Areyouthesameauthenticselfintheofficeaswhenyouaren’t?Jessica:Icurselessattheoffice.ButIdotrytobeconsistent.ButIsometimesdoletmytrueemotionsshowwhenI’mnotattheoffice.Warren:IthinkI’mprettymuchthesameintheofficeandoutofit.


Carol:Ithinksomeofithastodowiththecompanyculture.MyfirstyearatComcastIwasnotmyauthenticmyself.Iwasmuchmoreseriousandformal,tomatchtheculture.Itdidn’tworkforme.Myauthenticselfisnotlikethetypicalcorporateculture.Ihadtodialbackforawhile,butnowI’m100%authentic.I’vealwaysbeenauthenticwithmyteam,whichhadadifferentculturefromthelargerorganization.Inretrospect,I’mnotsurehowlongIwouldhavelastedatComcastifIhadnotfoundawaytobemyauthenticself.Jessica:Ithinkyourexperienceasanewemployeeisnotunusual.Ittakestimetogaintrustandgetcomfortable.Warren:Iadjustmybehaviorinaroomfullofphysicianscomparedwithmyteam.ButI’mstillauthenticCarol:Howmuchofoursuccesscanwecontrolourselves?Warren:IthinkpeoplecaredenoughaboutmysuccesstogivemethefeedbackIneededtohelpmesucceed.I’mwhereIamtodaybecauseofhonestconversations.Ihavetobeopentothefeedback.Jessica:IthinkIhaveahugeroleinmyteam’ssuccess…whatprojectsIgivethem…whatfeedbackandsupportIgivethem…whatnewopportunities.IfItalktothem,theywilltellthemwhattheywantandneed.AndIfeltmoresuccessfulwhenIsawthemsucceed.Carol:Canyouthinkofatimewhensomebodyonyourteamdidnotsucceed?Howdidthatimpactyou?Warren:Youneedtobeopentotalkingwiththemtofindoutwhytheywerenotsuccessful.Inonecasetheywerejustinovertheirheadseventhoughtheyhadtherightskill.Butsometimestheyreallydoneedtomoveon.Conversationsaresoimportant.Jessica:Iwouldsaywhenyouhaveaclientwhereyouworkreallyhard,buttheclientisnothappywiththeresult.Itrytosupportmyteammemberanduseitforanopportunitytolearn.


Carol:Wehadaseniorleaderlastweektellustopickupthephoneandcallhimwhenwehadanissue.Ontheonehand,Iwassaidhefelttheneedtosayit;ontheotherhandI’mgladhedid.Oneononeconversationsarealwayswelcome.I’dliketoalsotalkaboutvalues.Ourcompaniesallhavevalues,butalotofourvaluescomefromothersources.Howdoyoualignpersonalvaluesandcorporatevalues.Jessica:Idon’talwaysagreewitheverythingthecompanydoes,butIthinktheirvalueasbasicallysolid.Warren:IamverymuchinalignmentwithMayo’svaluetoputpatientsfirst.It’simportanttousasleaderstocommunicateMayovaluestoourteam.Itellmyteamthatifyoudon’ttakecareofapatient,youtakecareofsomeonewhodoes.Thepersonwhocutsthegrassisimportantbecauseoftheimpressionthelandscapemakesonthepatients.Carol:Wedoalotofworkwithmusic.WeuseCMMApartnersformusic.ButnotinfrequentlysomeoneatComcastwillaskustousemusicthatwedonothavepermissiontouse.It’saneducationprocesstohelpthemunderstandintellectualcopyrightandit’swrongtoviolateit.We’vebeentalkingaboutbalanceandintegration.Howdowestaytruetoourselvesinsideandoutofwork?Jessica:IhavealotofhobbiesandImaketimeforthem.I’mupfrontwithmyteamifIneedextratimeforthosehobbies.ButIgivethemthesameoption.Iliketotakeabreakandgoforawalkatlunchtoclearmyheadandkeepperspective.Itrynottoworkthroughlunch.Warren:It’stakenmeawhiletovaluethatbalance.Alonetimeisveryimportanttome.Familyisimportant…teaching…volunteering.Itakeallmyvacations.IthinkI’vediscoveredbalance,andourdivisionsupportsthis.Carol:Flexiblehoursandworkingfromhomehelp.Aftertwohoursofmeetingsacoupleweeksago,Ijustwentoutsideforateammeeting.Canyouaskforhelpwhenyouneedit?Warren:I’vegottenmuchbetteratit.Wehelpeachotheratthemanagerlevel.


ButI’vealsoaskedmyteamforhelp.It’sokaytoadmityoudon’tknowsomething.Reachfortheexpertiseyouknowisthere.Jessica:itmakespeoplefeelappreciatedifyouaskthemforhelp.Carol:It’shumannature.Ifyouaskedsomeoneaquestionthat’siswithintheirexpertise,theyenjoytellingyouwhattheyknow.Let’sclosewithsometakeaways.I’llstart.Iliketofindsolutionsthroughbooks.

• OptionB,SherylSandbergandAdamGrant• Mindset:TheNewPsychologyofSuccess,CarolS.Dweck,PhD• Grit:ThePowerofPassionandPerseverance,AngelaDuckworth• GiveandTake,AdamGrant

Jessica:WhenIwasunhappyatwork,thatbledoverawayfromwork.Whataterriblewaytolive!Idecidedthatwasnotme.It’snotaneasythingtodo,butIreallytrytoleaveworkatwork.Allowyourselftoenjoyyourtimeaway.Warren:Whatshesaid!IjustgotmorecomfortablewithwhoIam.It’snotworthittotakethestresshome.Betruetoyourself;bealeaderandmodelwhatyoubelieveisright.Q&AQ:I’minterestedtoknowwhenyouthinkaboutcultureandhowthatimpactsourteams.Culturebeatsstrategyforbreakfast.Anyreflectionsortips?Carol:Weareinthemiddleofahugeculturechange.Peopleseemtosmilemoreaswearetryingtobecomeacustomer-focusedculture.Stillhavepressuretosellproduct,butpeoplearehavingareallygoodtime.Empowermenttospendmoretimewithacustomerratherthanhowmanycustomershave.Jessica:Youcanonlycontroltheculturewithinyourteam.Itstartswithyourteam.


AnHourofLanguageandLaughterRichardLederer,Author,RadiohostBooksincludeAnguishedEnglish,CrazyEnglish,LedereronLanguage

Editor’snote:Richard’spresentationwasnon-stoppuns,playsonwords,Malapropisms,metaphorsandalittlegrammarthrowninforgoodmeasure.Therewasnowaytotakenotesashetalked;itwouldhaverequiredacourtreporterwhocouldtakedowneveryword.

Watchthevideo!


2018NationalConference

DesotoHotelSavannah,Georgia

September23-26,2018

PhotoAlbumPhotographybyCharliePerkins,MayoClinic



ConferencePlanningTeamwithCo-chairsDanMooneyandCynthiaHotvedt

SelfieTime


TheOutstandingMemberServiceawardwasgiventoRogerHansen(notpresent)

ExecutiveDirectorMarvMitchellintroducesBettyBlackburn,widowofformerCMMAPresidentDickBlackburn.ThePresident’sAwardhasbeenrenamedtheRichardABlackburnAwardforLeadershipandService.

Thefirstrecipient isWarrenHarmonofMayoClinic.

TheSpiritofPartnershipgoestoLindaMaslowofMaslowMedia

Documents

Co-Chairs: Cynthia Hotvedt (Medtronics) Dan Mooney (Kohl’s … · media, social, print or even map media, and we are faced with challenges every day. Media managers are constantly