This is the amplification pack for the Humanizing Growth Series session with Halla Tomasdottir of The B Team on 11 February. It is written for the guest’s own marketing and communications team.
The reasoning is stated plainly. The series is a set of live webinars with business leaders, and the insights from those conversations are only of value if they reach as many marketers and growth leaders as possible.
Key findings
- The amplification window runs five weeks: from one month before the webinar to one week after the session.
- The plan is built jointly rather than handed over. IRG works with the guest’s communications team to define the path to success, taking their channels, followers, and company ambitions into account.
- The first best case is Procter and Gamble, where CMO Marc Pritchard and his communications team drew 10,571 live viewers by posting on the alumni network as well as internal channels.
- The second is Angela Ahrendts, whose team posted the webinar to her 820,000 LinkedIn followers both before and after. The post-webinar post drew 50,000 impressions and the series’ highest impression rate.
- The third is PepsiCo, where the communications teams and CEO Ramon Laguarta brought 412 people from their own organization to the live webinar.
What the series is for
The stated premise is that companies are seeking a new kind of growth: the human kind, addressing the needs of colleagues, customers, communities, and capital markets. IRG calls that Humanized Growth.
The series exists to help marketers and other growth leaders drive more of it, and the pack exists so partners can extend its reach.
The four stages
One month out, IRG and the guest’s team hold a kick-off meeting, announce the series, and introduce IRG and its purpose. Two weeks out, the audience is reminded and the specific topics of the webinar are shared.
During the live session the team quotes from the conversation and shares experiences. Afterwards it celebrates the conversation, shares learnings, and reminds people they can rewatch the webinar.
The practical details are supplied too: the date and time, the platform, the hashtags to use, and the LinkedIn accounts to name.
The three topics of this session
IRG supplies the three expected talking points so the guest’s team can write copy from them. The first is humanizing growth, framed as catalyzing a new leadership model that places humanity at the heart of business purpose.
The second is confronting business as usual, which is how The B Team describes its own work, framed around brave leadership for a better world.
The third is the New Leadership Playbook, introduced by The B Team on the argument that the model of leadership and the role of business need to change at scale and speed.
What the cases teach
Each case comes with one lesson. From P and G: use both the personal and the corporate account. From Angela Ahrendts: not everyone can join live, and a post-webinar post reaches those who missed it.
From PepsiCo: the biggest fans are usually people with a relationship to the guest, such as colleagues, clients, and partners, and reaching them is what amplifies the event.
A key visual of the guest is supplied for announcements, and the pack invites the team to modify it or ask for something else.
Source
This page summarises IRG Humanizing Growth Series, by Team IRG, February 11th.