This document starts by asking why IRG would use social media at all, and answers it from the organization’s purpose: helping CMOs and other growth leaders drive more humanized growth by connecting them to peers, experts, and best practices.
Social is positioned as the how, and the community as the who. The stated role is to inspire and engage the community to drive more humanized growth by sharing stories from peers, experts, and best practices.
Key findings
- Six content pillars carry the strategy: the IRG brand story, inspiration and tools, best practices and cases, CMO panel and research, speakers and events, and community.
- Those pillars are mapped to four objectives: touch, tell, sell, and tie.
- Each objective has a defined job. Touch raises broad awareness, tell is always-on content for the prime prospect, sell leads to conversions, and tie builds relations with the community.
- Content is organized into themes rather than one-off posts. Each theme runs two to three weeks at two posts a week, and complements the existing Humanizing Growth Series communications.
- The first two themes are transformation and change, and multi-stakeholder.
How the calendar is built
The calendar runs April to July, week by week and channel by channel, marked for LinkedIn, Twitter, and email. Its spine is the webinar series, with registration posts leading into each live session.
Around the webinars sit the recurring formats: newsletters, sound excerpts, video excerpts, poll statistics, and brand story posts.
The plan also accounts for platform behavior. LinkedIn had introduced swiping for posts, and the strategy says IRG will use that in its storytelling.
The posts themselves
The brand story post states the mission and grounds it in evidence: the thinking is the result of a large-scale global study. A follow-up post invites readers into the seven building blocks of humanized growth and asks what overperforming companies do differently.
The core belief post says sustainable business growth is humanized growth, growth for all stakeholders, and that the need to go beyond financial growth and shareholder interests has become clear because of pollution, equality, and global equity.
The transformation theme post repeats the study finding that over 70 percent of organizational transformations fail, and credits Alan Davies, head of client business transformation at WPP, with helping identify the main reasons.
A best practice post calls Kotter’s eight-step process the bible of change management, and a community post shares participant lessons on video.
The research pillar publishes panel results directly. One drafted post reports that 52 percent of the CMOs in the research panel agreed with a statement and 24 percent disagreed, then asks readers to rate their own organization.
Scope and limitations
This is a working plan, and the posts in it were at different stages of sign-off. Some are marked approved, others in progress, and one is pending final copy.
Source
This page summarises Role of Social, by IRG, 2021-04-26.