Pitch Deck: General Guidelines

All In:Planning Winning Campaigns

#SFsummit#SFsummitMeet the Panelists

Adrienne ChanceDirector of Corporate CommunicationsTopgolf@msgatoradrJenna BrombergSr. Manager of Digital EngagementPizza Hut@jennabromGeorge HuffCEO & Co-FounderOpal@georgehuffYOUR HOST TODAY:2

#SFsummit#SFsummitBrand StorytellingGeorge HuffOpal3

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#SFsummit#SFsummitWhen is

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Storiesinspirehumansmotivatedefinebrands#SFSUMMIT

Brand storytelling is the connected narrative across all consumer touch-points.#SFSUMMIT

Its what everyone in your organization strives to do well every day.#SFSUMMIT

Its hard#SFSUMMIT

because the world is fragmented.

MorePeople

moreChannels

MoreRegionsxx

MoreToolsx#SFSUMMIT

And its getting harder.#SFSUMMIT

All In: Planning Winning CampaignsOctober 2015#SFSUMMIT

All In: Planning Winning Campaigns - Tuesday, Oct. 13 from 4:30 - 5:15pWhat does it take to build innovative, effective campaigns? Cross-functional collaboration. Bold content. Seamless execution. Get inspired by examples of successful integrated campaigns and learn how to run a campaign through Spredfast.

TODAYS SESSIONWhat does it take to build innovative, effective campaigns?Cross-functional collaborationBold contentSeamless execution

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Brand Storytelling Made Simple#SFSUMMIT#SFSUMMIT

A brand marketing platform where your people, processes and tools unite.- Strategic Planning- Creative Development- Assets- Publishing- Insights- Collaboration

Were spending too much timebuilding decks and updating spreadsheets,not enough time thinking strategically.

Bill Bush, Director of Marketing Strategy at Microsoft#SFSUMMIT

The Opal Brand Marketing Platform creates a common storytelling framework that unites people, process and tools.#SFSUMMIT

Benefits#SFSUMMIT

Steve, Bernie, Scott chat about benefits and benefit order

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Improved cross-channel alignment

Cross-channel teams

Develop campaigns and content for every channel.

COMMUNITY teams

Get informed from the entire media mix.

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Improved content quality

Creative & production teams

Create consistent, high quality content across channels.

Publishing teams

Work with better content in the Spredfast environment.

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Improved reporting

StoryFirst Framework

Improve consistency and add context to data.

Data teams

Get more insights leading to better results.

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Easy back and forth

Opal Links to Content in Spredfast

Spredfast links to Content In Opal

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All In: Planning Winning CampaignsOctober 2015#SFSUMMIT

All In: Planning Winning Campaigns - Tuesday, Oct. 13 from 4:30 - 5:15pWhat does it take to build innovative, effective campaigns? Cross-functional collaboration. Bold content. Seamless execution. Get inspired by examples of successful integrated campaigns and learn how to run a campaign through Spredfast.

TODAYS SESSIONWhat does it take to build innovative, effective campaigns?Cross-functional collaborationBold contentSeamless execution

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Pizza Huts Secret SauceJenna BrombergPizza Hut30

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#SFsummit#SFsummitPizza Huts Three Golden RulesThe content in a single campaign doesnt have to be matching luggage.Create as much in-house as possible. Divvy up the rest of the creative to the best creators for the channel, project or assignment. 31

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#Squad

#SFsummit#SFsummitOur Four Ingredients Who cares?Scale content to sustain momentum through the campaign.Divvy up creative to the best creators.Learn something.33

#SFsummit#SFsummitWho Cares?Who are we talking to?Whos the target?What matters to him or her?Whats the targeting + amplification strategy?34

#SFsummit#SFsummitWho Cares?What is it about this content that is.Relatable,Educational, Inspirational, orEntertaining?35

#SFsummit#SFsummitScale to Sustain Momentum

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CULTURE + CAMPAIGNALWAYS ONHERO

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Always-On:Day-to-DayConversation,Posts,+DR

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Divvying Up Creation to the Right PartnersALWAYS ON: in-house teamInstagram: insta photographersHUB CONTENT: in-house team + production agencyHERO CONTENT: video agencyproject based41

#SFsummit#SFsummitCampaign Wrap-Up + FollowUpComprehensive view of content performanceCadenceConceptsOverall performance of product across digital channelsOrders/CPOBrand affinity lift 42

#SFsummit#SFsummitTopgolfAdrienne Chance@Topgolf43

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What is Topgolf? Inherently Social.

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More than Golf

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#SFsummit#SFsummitDecentralized Marketing ModelPromotes meaningful local content and engagement

Far less control over account security and brand

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Pro

Con

#SFsummit#SFsummitWhat it Looks Like48

MARKETINGCHAMPIONSMARKETINGMANAGERSACCOUNTSMONTHLY OUTGOING MESSAGES

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What it Feels Like

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Started From the Bottom...

#SFsummit#SFsummitTopgolf Social Media Feb. 201451

#SFsummit#SFsummit4 Months Later...52

#SFsummit#SFsummitNow Were Here53

#SFsummit#SFsummitFan Growth54

#SFsummit#SFsummitHow Weve ChangedExtensive, mandatory re-training on content qualityRedefined expectationsWeekly Wins + Coaching OpportunitiesSpredfast!Influencers

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#SFsummit#SFsummitExtensive, Mandatory Re-TrainingKEEP IT REAL WITH OBVIOUS EXAMPLES56

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#TrickShotTuesday

Quality Content

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Surprise & Delight

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Grassroots Outreach

#SFsummit#SFsummitRedefined ExpectationsMinimum # of daily postsMinimum # of new followers/fans weeklyQuality content and engagementResponding during business hoursContests to amp up excitement

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Weekly Wins & Coaching Opportunities BEST PRACTICE SHARING + A LITTLE COMPETITION61

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SpredfastSocial WallDeep dive analytics(by account & rollup)Mass publishingContent library

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#SFsummit#SFsummitInfluencersWho are they?Celebrity visit strategy#TakeMeToTopgolfInfluencer Events

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#TakeMeToTopgolf

#SFsummit#SFsummitJoin in on the Fun!@Topgolf#ilovetopgolf68

#SFsummit#SFsummitQ&A TimeJenna BrombergPizza Hut@jennabromGeorge HuffOpal@georgehuffAdrienne ChanceTopgolf@msgatoradr

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