How to kill IT with social

 

I watched IT last night, one of Stephen Kings most famous books transferred to the silver screen. It’s a terrifying and uplifting film about the power of friendship.

And it reminded me where the true power is with social, working as a team!

Where you going, Eds? If you lived here you'd be home by now! Come join the clown, Eds. You'll float down here. We all float down here. Yes, we do! - Pennywise

Spoiler Alert

Seven young outcasts in Derry, Maine, face their worst nightmare -- an ancient, shape-shifting evil that emerges from the sewer every 27 years to prey on the town's children. Banding together over the course of one horrifying summer, the friends must overcome their own personal fears to battle the murderous, bloodthirsty clown known as Pennywise.

The shapeshifitng monster feeds on our fear. It feasts on the flesh of humans simply because our fears are easy to manifest and they make us taste better. According to It, when humans got scared, "all the chemicals of fear flooded the body and salted the meat". 

This group of children (who have all experienced some form of Trauma due to the monster) band together and face their fear. Stripping the monster of its power.

If we stick together, all of us. We'll win - Bill Denbrough

Think of your team as this rag tag bunch of kids all united in solidarity against a common foe. Your competition.

See a large part of why your team won't engage on social comes from knowledge gaps. Things like how should I behave? What do I say? What does the sales process look like?

All of these things create fear and our monster LOVES fear.

He thrusts his fists against the posts and still insists he sees the ghosts - Bill Denbrough

But if we want to succeed and give our business a fighting chance in the new world that's coming with AI, we need as much attention and bravery as we can get.

And part of that comes from YOU. Leading from the front, being in the trenches with your team and demonstrating by creating content and engaging. Giving them the permission and alleviating their fear of showing up as themselves.

See I believe the future of B2B marketing is about to change. Instead of just producing content around your products and services I believe it is now your marketing departments job to be a content curation engine for your employees.

By mapping out each specific employees avatar and starting to formulate content around their passions, expertise and authority. You’ll start to multithread through target accounts with the help of this content machine at your back.

This will make your employees lives easier, whilst remaining authentic to their story but both employee and marketing department must work closely in harmony.

As well as the addition of chief AI officers in the future of work roadmap we will also need ECM’s employee creator managers.

Your hair is winter fire/January embers/My heart burns there, too - Ben Hanscom

Who’s role it will be to work with and build out the employees personal philosophy (brand) and help them to curate and produce some of the more time consuming and challenging content streams (like video for example).

Not every employee is up to the task. 

Some are too scared, too time poor, just want to do what they are paid for.

But the employees and roadmap of the future will contain both inhouse, full time employed creators and their partner ECM’s.

Beep Beep Richie! - Pennywise

And the ones that step forward and become part of the Losers club, will kick that fear back into the sewer where it belongs! Ushering in a new direction for their organisation.