The 3 Cs of marketing: Making hybrid work for marketing teams

Audio Transcript Auto-generated

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  Hi everyone.

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  I'm ashleigh from Atlassian.

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  Today I'd like to share the 3Cs of marketing to

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  make a hybrid environment work.

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  We just came off of a crazy year that suddenly

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  forced most people to work from home.

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  I don't know how that looked for you, but it

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  was a little tricky for me.

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  For example.

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  I set up a filming studio in my living room

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  complete with notes laid out on amazon boxes and my

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  laptop balanced on a wedding photo album for conferences.

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  I drew mock ups on note cards and sent pictures

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  to my team on zoom during a virtual offsite and

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  I even sparred on a diagram.

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  I market to developers and I was struggling to articulate

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  a concept handily my husband is a death.

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  So we whipped out a pen and paper and went

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  back and forth on the diagram together.

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  But something really weird happened recently.

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  I went back to the office for the first time

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  in over a year and when I took this picture

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  I was alone in the office.

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  Now more people came in later in the morning, but

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  it was just so different than when we left for

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  just a few weeks.

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  And then I worked from home the next day.

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  So as we start figuring out how work looks going

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  forward, a lot of people think it's black and white,

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  everyone works remote.

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  Everyone comes into the office, we just use our same

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  ways of working, but employees can choose where to work

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  instead. I think we need to treat our colleagues like

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  our customers because it's not just where we work.

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  That's changed.

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  It's how we work.

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  Many teams are struggling to figure out how to work

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  together in a hybrid environment, but I would suggest that

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  marketers have some transferable skills to help figure this out.

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  We think about three key elements in the audience journey

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  that we can translate into our hybrid work journey.

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  The 3Cs are context content and comments.

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  Marketers start by understanding the context of our audience.

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  Were they?

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  What do they like?

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  What are their pain points and challenges?

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  How did they end up on our website?

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  How do they navigate through our product?

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  And we can ask these same questions about our colleagues

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  to gain context on how we work together in a

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  hybrid environment.

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  For example at Lassie and created the work life impact

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  play to help teams understand their colleagues context Across three

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  dimensions, each person fills out information about their home office,

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  what their role entails on the team and their professional

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  and personal support networks.

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  Then everyone comes together to discuss the results to build

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  trust, shared understanding and empathy.

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  Many teams also write user manuals.

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  This document covers all sorts of details like your usual

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  work hours and your time zone, your preferred communication method

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  and other details that might impact how you collaborate with

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  teammates. For example, I like work life integration so I'll

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  answer slack pings between sets at the gym or standing

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  in line at the grocery store.

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  But my colleague prefers work life balance so she's all

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  in during working hours, all business but she disconnects in

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  the evenings to spend time with her family.

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  Now that we know our context, it's time to create

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  content to empower, educate and advocate.

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  We write blogs and presentations and videos for our customers

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  and we can use the same tactic to facilitate teamwork

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  in a hybrid environment.

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  At last we use confluence to write internal blog posts.

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  We also document best practices and results on pages that

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  are open by default.

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  You'll notice that I mentioned blogs and pages because just

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  like an external audience, your internal audience needs different types

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  of content.

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  As you can see in this example, for an internal

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  blog post, I wrote a quippy title, a summary at

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  the top and I used a conversational writing style.

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  I tried to make the content about what my audience

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  needs to hear, not about selling my work to my

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  managers. We've also shifted to creating short on demand videos

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  for many of our updates on Okay ours strategy and

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  programs. We don't really need a live meeting to give

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  a status update, especially when our peers are working in

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  different time zones.

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  And it can be tough to read about a concept

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  on a long form page instead of just watching a

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  walk through or a short demo.

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  But a lot of people think that it takes special

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  skills and a lot of time to create a video.

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  But if we get in this mindset that videos are

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  just sharing like we would in the office, we start

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  to realize that we can create them faster.

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  In this case I just opened up zoom and started

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  sharing my screen and walked through for about 10 minutes.

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  Like I would if I was giving a presentation in

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  the office in person and in this case I didn't

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  even bother to trim off the ends so you can

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  literally see me pointing and clicking to start the screen

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  chair. Finally, marketers love getting customer feedback and we need

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  to make the same efforts to give our colleagues the

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  ability to comment.

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  People love the office because it's easier to collaborate when

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  you can just pop by someone's desk.

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  In our case confluence allows us to comment in line

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  on the page and tag colleagues for input and of

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  course you could do this with other tools like google

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  docs as well.

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  But the real benefit is the culture and mindset around

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  giving and receiving feedback.

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  We know that people commenting on our posts have good

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  intentions to make the work better and we recognize that

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  sometimes we might need to move to a conversation but

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  we have robust discussions in our comments which ensures that

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  all stakeholders have a chance to give their input no

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  matter where they're working.

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  We also use the polling feature in slack and include

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  an emoji for our monday mood in our weekly digital

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  stand ups.

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  We use the voting feature and hello to prioritize work

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  from Metro's vote on the best concept for a campaign

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  and generally gain consensus among the group as marketers.

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  We want to give the right message to the right

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  person in the right place at the right time when

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  we think about our customers.

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  So now we need to apply these same skills to

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  our colleagues as well.

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  If you're looking for more tips to make a hybrid

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  environment work for you, I encourage you to check out

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  at last season's free team playbook.

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  It includes exercises and templates to help you make the

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  most of hybrid work and be sure to catch the

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  rest of Prezi hybrid work series.

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  And if you'd like to connect, I would love to

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  continue the conversation on twitter and linkedin.

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  Thank you so much.