M. Marinello SXSW 2015 v1
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Transcript of M. Marinello SXSW 2015 v1
Michael V. Marinello (@mvmarinello)
Head of Global Communications, Innovation, Technology, Design, and Brand Integration
Bloomberg (@Bloomberg & @BloombergLabs)
What does that mean for us?
If we can’t put a value on what we are doing, we can’t prove the value of what we are doing…
“It is impossible to escape the impression that people commonly
use false standards of measurement...”
- Sigmund Freud
– Cindy Crawford
“Even I don’t wake up looking like Cindy Crawford…”
“Does anyone have any questions for my answers?” – Henry Kissinger
In order to show true business value for the communications work my team is doing we signed up to be measured in three areas:
Reputation, Recruitment and Retention
So how does that work?
How we will track progress: move to green
PE
RF
OR
MA
NC
E
Q7: Below is a list of statements that could describe a technology company. Please indicate how important it would be for a technology company to deliver on each statement in order to have a positive image. (TOP 2 BOX)
Q22: Thinking about what you know about Bloomberg, how well does each of the following statements describe Bloomberg? Please use a scale of 1 – 9 where 1 means “does not describe at all” and 9 means “describes perfectly.” (TOP 2 BOX)
IMPORTANCE
The Big Problem Is Medium DataThis is a guest post by Matt Hunt, who leads open source projects for
Bloomberg LP R&D.
“Big Data” systems continue to attract substantial funding, attention, and
excitement. As with many new technologies, they are neither a panacea,
nor even a good fit for many common uses. Yet they also hold great
promise. The question is, can systems originally designed to serve
hundreds of millions of requests for something like web pages also work
for requests that are computationally expensive and have tight
tolerances?...
Goal: Raise visibility and awareness with the Hadoop community Purpose: Showcase our work with HadoopObjective: Reputation and RecruitmentResults: Reached a highly influential audience in this space (+100,000 uniquesper month); piece was shared with high level recruits
Sometimes you just have to show up…
…but you still have to know why
Goal: Raise visibility with a broader audience about the Bloomberg TerminalPurpose: Showcase our technology to a broader/general audienceObjective: Reputation
HBO’s “The Newsroom” Has A New Star: A Bloomberg Terminal
Results: Converted a $25,000 spend into the equivalent of a $536,372 media buyReached: 9.4 million people, 5.4 million were our targeted demographic
A Success Story…
January 2014
Identified business needs
•Enhance reputation
•Increase recruiting outcomes
•Stem negative attrition
February 2014
Partnered with Brand,
Marketing and CTO/R&D
•Conducted base-line qualitative
research to assess
attrition/recruiting issues
•Conducted PULSE poll (employee
survey) to understand retention
and career related issues
•Conducted first ever internal
audit of internal communications
channels and their uses
March 2014
Developed strategic plan
•Deployed communications
resources to address identified
retention and career issues
•Created new channels
(blog/NLERTS) to communicate
with and to R&D/CTO office
•Participated in external events
(conferences) & media
opportunities highlight our
commitment to the organization
and our people
October 2014
Measured outputs
• Implemented
benchmarking research
•Cut negative attrition
rates
•Exceeded recruitment
numbers
Initial corporate investment: $0 Secured investment from business Fully funded by the business