The Beat - Fall 2018

FALL 2018
IDEAS FOR MARKETING AND CREATIVE PROFESSIONALS
Meet Carmen
Shirkey Collins,
Sr. Social Media
& Talent Brand
Manager @ Cisco
Brands We Love:
Bombas Socks
Mobile Marketers,
Beware! Attribution
Fraud on the Rise

We’re FALLING for
PODCASTS and BOMBAS!
REGISTER FOR OUR FALL
GIVEAWAYS TO WIN!
Podcast
Starter Kit
Read our feature story on page 12.
Audio-Technica microphone
Audio-Technica professional
studio headphones
Pop shield, mic windscreen,
and microphone boom
“Brands We Love”
Bombas Socks!
Check out our “Brands We Love”
review on page 10.
Visit:
drummond.com/giveaway
to register or scan our QR code.

WELCOME Fall 2018 01
Welcome to the Fall issue of THE BEAT!
EXPERT OPINION
Read insights from the following
contributors in this issue:
welcome to Q4, the time for
budgets, growth plans, strategic
plans, and, of course, marketing
plans! At Drummond, we go through
the same planning processes that any
growth-oriented, forward-thinking
organization completes in the fourth
quarter of the year. And as we thought
about marketing planning, yours and
ours, it seemed appropriate to seek out
a few experts to talk about marketing
plans—different types, reasons they work,
and why they fail. Check out page 2 in
our Insights section to hear from Debbie
Andrews, a marketing plan expert who
has personally worked on more than 100
marketing plans over her career, and her
colleague George Jacob.
Cisco employs more than 70,000
employees, and chances are good you
may know someone
who calls Cisco their
home away from home.
Of course, we’re talking
about work! In our cover
story, we introduce you to
one of Cisco’s marketing
geniuses, Carmen Shirkey
Collins. Carmen can truly
claim the title “zero to
hero” for growing Cisco’s
John Falconetti
CEO, Drummond
Instagram account from 0 to more than
15,000 organic followers in one year and
taking @WeAreCisco Twitter followers
from 2,000 to 25,000 —all by using
employee stories, photos, and sentiment
to paint a picture of life at Cisco. As the
Senior Social Media and Talent Brand
Manager, Carmen takes talent brand
marketing to a new level. Read more about
Carmen and her social media marketing
approach in our cover story on page 6.
We round out this issue with a fun
review of Bombas’s marketing, a look
at podcasting and how it is taking
engagement with target audiences and
consumers by storm, and an exploration
of how mobile marketers need to be in
the know when it comes to apps and
mobile ad fraud (estimated to be
costing mobile-marketing advertisers
an estimated $800 million
per quarter!).
A quick reminder to register
for our fall giveaways at:
drummond.com.
Here’s hoping your fall brings
favorite football team wins,
cool evenings shared with
friends and family, and a killer
marketing plan to start the
new year!
Carmen Shirkey Collins
At Cisco, Collins and her Talent Brand marketing
team rely on social media as a vital tool to recruit and
retain top talent. (Page 6)
Debbie Andrews
Debbie Andrews, Founder and President of Marketri,
along with colleague George Jacob, share their
advice and insight into the world of marketing plans.
(Page 2)
George Jacob
Follow us online facebook.com/Drummond Press linkedin.com/company/the-drummond-press-inc
THE BEAT is printed on 100# Gloss Cover/100# Gloss Text paper
01 Welcome
Letter from the CEO, plus a selection
of the key contributors writing in
this issue.
02 Insights
Ideas, opinions, news, and trends.
06 Cover Story
Interview with Carmen Shirkey Collins, Senior
Social Media and Brand Talent Manager at Cisco.
10 Brands We Love
A review of the marketing of Bombas socks
and why it works!
12 Why Podcasts Are All the Rage
Forty-eight million people listen to podcasts on
a weekly basis, six million more than in 2017.
Are podcasts part of your marketing strategy?
16 Spotlight
Eight Marketing Plans today’s marketers use.
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Tim Sweeney
Stephanie Walden
Trish Witkowski
Cindy Woods
Design: Diann Durham
©2018 All Rights Reserved
Printed and distributed by Drummond
www.drummond.com

Fall 2018
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
STRATEGY »
The Necessity of
MARKETING PLANS
Debbie Andrews has worked on
more than 100 marketing plans
over 20+ years of marketing and
business development. She is
founder and president of Marketri,
a full-service strategic marketing
consulting and fractional CMO
company, and her specialties
include working with accounting,
engineering, investment banking,
technology, and law firms.
Recently, Andrews and
George Jacob, a strategic
marketing consultant at
Marketri, shared the following
advice with us on the necessity
of marketing plans.
32% OF COMPANIES LACK A
FORMAL MARKETING PLAN
In mid-2017, Marketri conducted a
survey to gain insight into whether
companies have and use marketing
plans. Of the respondents, 32 percent
reported that their companies do not
have formal marketing plans. Though
it might seem like a low number, it’s
actually a little shocking. It means
nearly one-third of companies are
essentially winging it with their
marketing efforts. Respondents
pointed to some difficult truths within
their organizations with responses
such as the following:
• There is no marketing expertise.
• Executives don’t believe in marketing
and/or marketing plans.
• There is a limited budget.
• No one will be accountable for it.
• Our company does not place a high
value on marketing.
• We are working on it but don’t have a
clear road map to implement it.
“These answers shine a spotlight
on leadership and culture. If an
organization’s culture isn’t supportive
of marketing efforts, marketing cannot
thrive,” explains Andrews. She goes on
to say that even a great B2B marketing
plan or a large marketing budget can
easily go to waste without leadership
support. And in situations like that, the
issue isn’t as much about marketing
planning as it is about aligning the
organization with its goals.
Marketri then looked at the 68
percent of companies who reported
that they do have a marketing plan.
They asked these respondents two
questions: Does your company
update the plan annually to align with
strategic goals? Is the plan a living
document that gets reviewed and
updated throughout the year?
Respondents answered these two
questions in the exact same way: 91
percent said yes and 9 percent said no.
That was a promising sign, according
to Jacob. “If you are going to create
any kind of a marketing plan, it needs
to be looked at frequently,” he says.
“Annual updates are great for bigger
strategic changes or to accommodate
refined company goals, while more
frequent adjustments and reviews
can assure traction.”

INSIGHTS Fall 2018 03
IT’S NOT HOW YOU START—
IT’S HOW YOU FINISH
Deeper into the study, Marketri
discovered that 81 percent of
respondents said they felt their
marketing plans were effective in
driving desired results. When asked
how these companies knew this, the
responses fit into two buckets.
TRACKING METRICS AND DATA
It appears those who responded
with “tracking metrics and data”
set up KPIs to track and measure
their performance and progress.
According to Andrews, meaningful
measurements are those that show
movement through the revenue funnel
and include new contacts/leads
tracked by source; changes in life cycle
status, such as lead to sales-qualified
lead (SQL); new opportunities that
originated through marketing’s efforts;
and closed business.
COLLABORATION
Those who responded with
“collaboration” also appeared to be
focused on effective cross-team
collaboration, as demonstrated by IT
working closely with marketing as it
relates to technology and marketing
plans being reviewed quarterly with
executive teams.
Unsurprisingly, ineffective
plans occur in companies on the
opposite end of the tracking-andcollaboration
spectrum. Without
strategic commitment and focus on
driving specific numbers, it is difficult
CHECK
OUT
“8 Marketing
Plans to Ponder”
on page 16 and download our
Marketing Plan Template.
to make real progress. Once again,
these answers point to leadership and
culture issues. Without leadership
commitment and cultural focus
on growth, there’s little context for
marketing actions and cross-team
collaboration. Alignment is critical to
marketing effectiveness, making the
difference between stagnancy and
real revenue growth.
THE TIME IS NOW
While writing this article, it became
abundantly clear that the new year is
approaching at what feels like warp
speed! According to both Andrews
and Jacob, this is the ideal time to sit
down and start asking questions such
as the following:
• What are the company’s strategic
goals for 2019?
• How should the marketing plan
align with those goals?
• How can a marketing plan help
achieve the overall objectives?
• When should this plan be rolled
out so that everyone on the team
(and perhaps within the company)
knows the plan?
• Where will the plan live?
• How often will we review the plan?
• What would constitute a good reason
or reasons to modify this plan?
All of these initial, up-front
questions and planning will ensure
that a company is wisely investing
their time and efforts and are set up
for marketing success. “But when the
rubber meets the road, and all the
planning is done and implementation
has begun, an even more important
question to ask is, How effective was
our plan?” says Jacob.
In practice, different types and
scales of organizations need different
types and scales of marketing plans.
“Each plan can have a uniquely
defined scope, time frame, purpose,
channels, key outputs, and metrics,”
explains Andrews. n
1
Debbie Andrews
Shares 5 Common
Marketing Plan Failures
and How to Fix Them
Failing to Start with a Go-to-Market Strategy
Midmarket companies need a go-to-market strategy. Where
are your best growth opportunities, based on current market
penetration, unique capabilities, and competition? You need a
well-defined strategy that spells out which segments present the
best growth potential and which products and services will be
promoted. Without this information, you will have disconnected
activities, talent, and technologies.
Not Aligning Your Marketing Plan with In-House Talent
2 Companies often attempt to deploy marketing tactics based
on trends while failing to execute with experience and confidence.
For example, if one of your goals is to grow digital marketing to
better align outreach with how and where buyers engage and buy,
you need to have talent knowledgeable about digital marketing
approaches and technologies. Consider bolstering your resources
with cost-effective outsourced talent to lead the implementation
and to assist in-house staff in acquiring new skill sets through onthe-job
training.
3Putting the Marketing Budget before the Plan
In many cases, the finance department leads the budgeting
process but is disconnected from the creation of the marketing
plan, potentially causing critical parts of the plan to be underfunded.
Finance should collaborate with marketing on a budget development
timeline, allowing the proposed marketing plan to be created prior
to the creation and approval of the budget.
Lack of Coordination between Marketing and Sales Efforts
4 Buyers don’t distinguish between marketing and sales, and they
are squarely in charge of their own buying journeys. Marketing and
sales should plan together to align activities and campaigns for building
awareness, gaining consideration, and engaging target audiences.
Companies should consider a revenue plan that incorporates sales
and marketing goals, activities, campaigns, and measures.
Failure to Get Down to the Details
5 Marketing plans need to start big picture with goals and
strategies but eventually flow down to the most granular level—
who is going to do what and by when. When plans lack this level
of specificity, the implementation lacks a healthy pace or veers off
course. Marketers should ensure there is a three-month rolling
time line throughout the year. The plan should break down larger
projects into smaller milestones.

Fall 2018
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
MOBILE MARKETING »
Mobile
Marketers,
BEWARE!
SDK Spoofing Leapfrogs
to the Front of Mobile
Ad Fraud
SDK EXPLAINED
a
pp usage is at an all-time high, but
marketers should beware: mobile’s rapid
growth as the primary digital advertising
platform has made it a hotbed for fraud.
The mobile app ecosystem is currently
in the grips of powerful ad-fraud schemes—
costing mobile-marketing advertisers
an estimated $800 million per quarter,
according to a recent AppsFlyer study. In
recent years, fraudsters have been heisting
unearned dollars through a technique known
as SDK spoofing, burying malicious code
inside apps. This malware then simulates ad
clicks and user engagement, falsely leading
marketers to believe that their own app has
successfully acquired a new user as a result
of their paid marketing efforts.
According to the AppsFlyer report,
approximately 33 percent of marketers
estimate that more than half their mobile ad
budgets are exposed to in-app and mobile
web fraud. This is costing brands a fortune!
Although the inherent secrecy of these
ploys and the fraudsters’ sophisticated,
highly adaptive techniques make it difficult
to precisely quantify the scale of fraud and
identify the responsible parties, it is evident
that there is a significant increase in the rate
of fraud and level of financial exposure.
In a recent Mobile Marketer article, Paul
Müller, Cofounder and Chief Technology
Officer at mobile-measurement firm Adjust,
explains the situation:
SDK spoofing is now harder to spot than fake
installs generated in emulation or install farms,
as the devices that fraudsters use in this scheme
are real and, therefore, normally active and
spread out. Fraudsters are starting to collect
real device data by using their own apps or by
leveraging an app they have control over. The
intent of their data collection is malicious, but
that doesn’t mean that the app being exploited
for data is purely malicious. The perpetrator’s
app might have a very real purpose or it might
be someone else’s legitimate app, and the
perpetrators simply have access to it by means
of having their SDK integrated within it. This
could be any type of SDK—from monetization
SDKs to any closed-source SDK—where the
information being collected isn’t transparent.
Regardless of the specific circumstances, the
fraudsters have access to an app that’s being
used by a large number of users, and this is
what makes this type of fraud so dangerous
to advertisers.
Müller went on to report that mobileadvertising
fraud has nearly doubled since
2017. On measurements of more than 3.43
billion app installs and 350+ billion events
of Q1 2018, the company reported that SDK
spoofing was responsible for 37 percent
of all app installs. Adjust also reported
that app categories facing the most SDK
spoofing fraud include games (29 percent),
eCommerce (27 percent), and food and drink
apps (17 percent). n
WHAT IS SDK?
In mobile advertising, an
SDK is a piece of code
mobile app developers
add to their app to collect
measurement and appinstall
attribution data.
WHAT IS SDK SPOOFING?
SDK spoofing is a type of botbased
fraud often executed by
malware hidden on another app.
In SDK spoofing, fraudsters add
code to one app (the attacker)
that then sends simulated ad
click, install, and engagement
signals to an attribution provider
on behalf of another app (the
victim). When successful, these
bots can trick an advertiser into
paying for tens or even hundreds
of thousands of installs that did
not actually occur.
HOW DO THEY FIND
THEIR WAY TO OUR
DEVICES?
Apps loaded with malware
that pose as legitimate apps
are innocently downloaded
from places such as Google
Play and the App Store. They
may be children’s games,
utility apps, or fake or real
shopping apps. Fraudsters
also exploit bootlegged apps
on pirate sites.
WHAT HAPPENS?
Fraudsters collect real device
data by using their own apps
or leveraging any app they
can gain control over; this
can happen via popular apps
that are not at all dangerous
(for example, a battery saver
or flashlight tool). Some serve
pop-ups, load and reload
thousands of impressions,
or watch multiple videos in
the background without the
user’s knowledge. Others
may serve as a Trojan horse
for ransomware.

INSIGHTS Fall 2018 05
THAT’S FOLD-TASTIC »
Suspicious Activities
5to Watch For
1 IP ratio: Publishers that are delivering
installs in bulk from a specific IP
should be investigated.
2 Low user retention/post-install events:
When publishers’ performance results
show as relatively low compared to
average results in specific campaigns,
it could mean that the users are fake.
3 Certain patterns: Look out for patterns
in measurements. For example, if all
the users drop at the exact same step
in the events funnel, something’s not
quite right.
4 Installs from the same device ID
from multiple GEOs: Activity like this
is impossible—unless you’re a bot!
5 Abnormal traffic hours: Massive
numbers of clicks at abnormal hours,
such as in the middle of the night, can
be another bad sign.
WHAT SHOULD WE DO?
We suggest you find a mobile partner who offers
attribution, analytics, and fraud prevention. Three
reputable companies to contact are Adjust, Kochava,
and AppsFlyer—all of which offer their own specific
solutions to SDK spoofing free to their clients.
adjust.com
kochava.com
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06 Fall 2018 COVER STORY
MEET
CARMEN
SHIRKEY
COLLINS
By Tim Sweeney
Senior Social Media & Talent Brand
Manager @WeAreCisco, 2017 Social
Media Pro PRDaily, and Speaker
Image Credit: Natalie Jennings Photography
Social Media Recruiting | At Cisco, Carmen
Shirkey Collins and her team rely on social
media as a vital tool to recruit and retain top
talent. We caught up with her to find out
how they do it and the impact it has on the
company’s employees.
carmen Shirkey Collins (@CShirkeyCollins)
is happy to tell you what LinkedIn’s research
told her: the first thing someone does before
they apply to a job and the last thing they do before
they take a job is talk to someone who works at
that company.
As the Senior Social Media and Talent Brand
Manager for Cisco’s Talent Brand team, Collins’s
lengthy title requires at least a short description.
“People may not know what a talent brand or
employer brand is,” she admits. “It’s not a new
type of marketing, but it’s a new focus for many

Fall 2018 07
companies. My job is to go out into social media
to talk about Cisco as a great place to work, with a
focus on our people, teams, and projects.”
The main KPI for Collins’s team, which
consists of five people around the globe, is
attracting top-notch talent. With about 70,000
worldwide employees, there’s a good chance a
Cisco applicant already knows someone who works
there. Those people will undoubtedly lean on their
contacts for a bit of info on what life is like inside the
company. For those without a connection (or for
even more information gathering), Collins’s team
gets them as close as possible by using employee
stories, photos, and sentiment to paint an accurate
picture of life at Cisco.
Four years ago, at the team’s first off-site
meeting, the group decided that they wanted
to make personal connections with talent.
“Social is all about community,” Collins says.
“As a social media person, this idea of personal
connection really galvanized me. Who better to
tell someone about working here than someone
who works here?”
How would they do this? By using what Cisco
employees were already saying when they talked
about working at Cisco. And the employees doing
the talking don’t have to be the ones with the most
clout. In fact, the 2017 Edelman Trust Barometer
indicated that employees are a more trusted
source than a CEO by 16 points out of 100.
“When the CEO talks to the press or the
public, he is expected to say good things, because
he is the CEO,” Collins says. “For employees,
that’s not part of their job description. We only
had our gut instincts to go on when we started
this, but now we’ve seen stat after stat indicate
that we are on the right track. We had never
planned for it, but retaining talent also became a
key benefit of our efforts.”
To mine for employee-generated content in
2016, the @WeAreCisco team launched its first
contest on Twitter and Instagram, encouraging
employees to share a photo with the reasons
they love working at Cisco, using the hashtags
#WeAreCisco and #LoveWhereYouWork. During
that February contest, more than 1,000 entries
were submitted. The effort was so effective that
Collins’s team is gearing up for their fourth-annual
contest in February 2019. Once employees
realized they were empowered to share in social,
the conversation kept going. If you search those
hashtags on Twitter and Instagram, you’ll see a
variety of photos and social media posts of Cisco
employees sharing why they love life at Cisco.
Encouraging employees to share to their
own networks is a key piece of the Cisco Talent
Brand strategy. Using their authentic voice, they
can reach future talent that lives within their
personal networks. Employee advocates are
great sources of referrals, which means a better
quality of candidate.
“We are now working in artificial
intelligence, machine learning, security,
blockchain, and other technical areas that are
moving us into a new digital era, so we want
people who do those jobs to think about Cisco
where maybe they wouldn’t have in the past,”
Collins says. “The people who currently do those
jobs at Cisco are connected to people who do
those jobs elsewhere.”
These contests also help Collins’s
@WeAreCisco team uncover a host of
interesting employee stories to tell on their
social channels, including that of one woman
who took part in The Amazing Race, which Collins
said they would have never learned had she not
Encouraging employees
to share to their own
networks is a key piece
of the Cisco Talent Brand
strategy. Using their
authentic voice, they
can reach future talent
that lives within their
personal networks.
Image Credit: Sarasota Photo Studio
tweeted about it in the #LoveWhereYouWork
contest. Compelling stories such as that one
have helped grow the @WeAreCisco Twitter
followers from 2,000 to 20,000 in just one
year (nearing 30,000 as of today), while
the @WeAreCisco Instagram account grew
from 0 to 15,000 organic followers (now
at 25,000).
The Amazing Race employee wrote a blog
about how running the race and working
at Cisco were both exhilarating. Today, only 9
percent of Fortune 500 companies have a blog
for recruiting talent. Cisco is one of them, and

08 Fall 2018 COVER STORY
Scott Stratten is one of my favorite
speakers. He presents things in “real
language,” and his books, like QR Codes
Kill Kittens, make the content relatable.
The Social Pros Podcast from Jay Baer
at Convince & Convert is one I’m a big
fan of. I just appeared on the podcast for
the second time, and only a handful of
people have repeated as guests. Knowing
the quality of guests he has on the
show, that’s like winning a Grammy or
something to me. Plus, Jay’s books are
fabulous as well.
every blog post is bylined by employees. The
Talent Brand team has a knack for finding different
ways for employees to tell their stories—not just
publishing them on a blog but also helping them
create Instagram Stories, allowing them to “take
over” the Facebook account to do a Facebook
Live, and more.
Using employees who are not trained
marketers to promote the brand takes a certain
level of trust. While Collins admits it may
sound terrifying to hand the reins of your social
media platforms over to engineers and other
professionals who are not generally marketers, at
Cisco, that is exactly the point.
“We don’t want them to read from a script
and be marketing people,” she explains. “We want
them to walk us around the office during the day
and tell us why they love where they work.”
“When employees do things like take over
our Facebook Live, they always ask us if they
did a good job,” Collins says. “Then we share
metrics with them, so they become invested in
representing the company in this way because we
put this trust in them.”
To help ensure success, Cisco put some
Who I Listen To
When it comes to staying on top of what’s trending
in the world of marketing, Carmen Shirkey Collins
has several favorites. Here are a few she makes sure
to pay attention to.
Diversity in marketing voices is
important. I am really trying to get
people to open their minds about who
they consider “big names” as speakers.
You don’t have to have five books to have
something to say. I just wrote an article
about something new I’m doing around
a #SpeakHERS movement. In general,
women don’t love self-promotion, so
I like to hear what they have to say.
People such as Likeable CEO Carrie
Kerpen, MGM’s Beverly Jackson, the
Weather Channel’s Jennifer Watson,
and Microsoft’s Karianne Stinson are
valuable sources of information.
“We go where the talent
goes; we pay attention
to our demographics
and audience profiles,”
Collins says. “For now,
this group of people is
moving to Instagram
Stories, so we’ll focus
content there for them.”
structure in place. The company has a social
media policy that all employee ambassadors sign
once a year. The Talent Brand team also has the
“Would You Show It to Your Mama?” rule to help
employees understand how to be good brand
stewards. The idea is to plan for the 99 percent of
the time when things go right and be prepared for
the 1 percent of the time when things do not. “We
have been lucky to not have to implement that
crisis plan,” Collins reports.
One of the perks of using social media to
speak with potential new hires is the ability to
place employees’ stories on the social platforms
that your targeted talent pool is using. For
Cisco, there was a time recently when reaching
a younger audience meant talking to them on
Snapchat. The Talent Brand team launched a
Snapchat channel to reach university and earlyin-career
talent. The channel was built around an
employee takeover every day for a raw, real look
at life at Cisco, and the company’s ambassadors
earned several awards for the program. Now
Cisco is closing down its Snapchat efforts. Why
stop an award-winning program?
“We go where the talent goes; we pay
attention to our demographics and audience
profiles,” Collins says. “For now, this group of
people is moving to Instagram Stories, so we’ll
focus content there for them.”
The same rule applies to Cisco’s global
talent search efforts. For example, Facebook
might be where the company tells its stories in
some regions, while LinkedIn might be the best
option elsewhere.
“We’re even looking at how to make
WhatsApp a viable talent brand channel,”
Collins explains. “It’s all about setting clear goals,
knowing our audience, and presenting content
the way they want to consume it.”
How to Do It
Developing the correct tone of voice has
done wonders for boosting the social media
engagement for Cisco. Front and center on
Collins’s LinkedIn profile is a line about how she
writes content for social media channels using
a “coworker” point of view. She says that the
brands with the best social media—MGM, Oreo,
and Dunkin’ Donuts, ranking at or near the top
of her list—have one thing in common: they talk
with you, not at you.
“People want to connect. They want an
emotional tie,” she says. “I like to say it’s more
heart than art.”
When Cisco began talking like employees in
order to attract employees, they were better able
to meet their mission of personal connections
with talent. Collins is a firm believer that brands

Fall 2018 09
need to stop doing things on social because they
“look beautiful” and need to start thinking about
how the audience engages.
“If you do an MRI of a brain, when you
present facts and figures, like boring brand stuff,
it’s like the brain of a walker in The Walking Dead.
Nada,” Collins says. “If you give them ‘the feelz,’
as we say in social media, their brains light up like
fireworks. It’s scientifically proven and now proven
by our social media data.”
Organizing the publishing of content that is
created and collected is an often-overlooked part
of the process. At an organization the size of Cisco,
that requires building an editorial calendar for all
social media channels while remaining flexible
enough to adapt to timely, unexpected stories.
“The blog content is scheduled for the next five
months, and on our social channels, we are scheduled
for probably a month out, but we make sure we can
move things if we have big news to share,” Collins
explains. “I don’t consider us a publisher, because
we are making personal connections.”
By setting goals, Collins says that she and
her team are able to better show the success
of their efforts. Instead of just throwing stuff at
walls to see if it sticks, they measure awareness,
connection, decision, and advocacy, and Collins
stresses that each of those funnel pieces has a
business impact. Without some metrics, she says,
you will never know how successful you are.
“We are not a sales team driving revenue,
but if we retain talent and bring new talent in and
it reduces the cost or time to hire, we are saving
the company money,” Collins says. “Everything
we do is driving to a business impact. Oh, and
those teams that made Cisco close out fiscal year
2018 strong . . . we are making sure you have the
best talent to do it again.”
Educating employees on the business
impact of employee advocacy is a key component
to gaining their assistance in the effort. Many
employees just don’t know how powerful their
voice can be on behalf of the brand. Though Cisco
already had social media ambassador training in
place to help with general sharing of employer
content, the work of Collins’s team is more focused
on the #WeAreCisco campaign.
The Talent Brand team has created
videos on demand to help employees, hiring
managers, and anyone else who will watch
them understand why Cisco would encourage
them to share their stories. The content is less
about skills training and more about explaining
what kind of impact they can have. They want
employees to understand that their referrals are
a top source of quality hires.
In the past, Collins’s team created social
media trainings for the talent acquisition team and
recruiters. With the recruiters on board, they now
focus on coaching those teams to help each of their
hiring managers “brand” their teams at Cisco.
“We want to let employees know that it’s
okay to share,” she explains. “It’s about creating
a habit rather than teaching a skill. By showing
employees trust, they feel [like] a part of the
company and they want to do better.” n
Image Credit: Natalie Jennings Photography
TELLING STORIES THROUGH METRICS
By Carmen Shirkey Collins
This is the way we talk about metrics at Cisco and the way I talk about metrics at conferences:
just as your communications plan is storytelling, so are your metrics. Here’s what I’ve learned
about social media measuring and how to use the results.
Reach is nothing without an engaged audience.
It drives me nuts when people just report enormous reach
stats. I would rather have 100 engaged followers than
100,000 followers with only 10 who are engaged.
Use the unmeasurable anecdotes.
There are some things as marketers that we will never be
able to measure. That doesn’t mean they aren’t impactful.
We had a blog post from a woman who said to us, “After two
years of reading the Life at Cisco blog, I’m finally having my
first day as an employee at Cisco.” We reached out to her
and she gave us her list of the top five Cisco blog posts that
helped her work at Cisco. So, can I say with hard data that
the blog helps drive people to apply for jobs at Cisco? Maybe
not, but I have anecdotal evidence and have built a case for
getting more of that hard data available to me.
Get your executives on board.
It helps that our executives have bought into what we
are doing. To get them there, you need to help them
understand what you’re doing and what it means. Tell
a story using metrics such as share of voice to this
audience, because they are not spending every day in
this platform, like you are.
Understand your stakeholders.
If I deliver one slide to my chief HR person, she might
take just one point and deliver that to the CEO, and at
each stage of the story, different people will attach to
one thing. I don’t want her to go to the CEO and say we
got three million impressions. They will say, “Okay, what
does that mean?” It’s my job to help them explain the
meaning of it.

10 Fall 2018 BRANDS WE LOVE
Brands We Love:
BOMBAS
By Stephanie Walden
This series profiles brands whose
marketing, vision, and mission we admire.
Here’s how Bombas’s brand is making a
serious impression (and impact).
PRODUCT AND BACKGROUND
One of the telltale signs of extraordinary
marketing is that it turns an utterly ordinary
product—a mattress, a razor, or even a pair
of socks—into something special. Bombas
accomplishes this spectacularly through visually
compelling, cohesive marketing campaigns
distributed online, on air, and in print.
Bombas is a direct-to-consumer e-commerce
brand that follows in the footsteps of the
buy-one, give-one model popularized by
companies such as TOMS and Warby Parker.
The team behind Bombas spent nearly two years
researching, designing, and testing the product
before landing on a perfect fit. Their diligence paid
off: in 2013, Bombas hit an initial crowdfunding
goal of $15,000 in just 24 hours on Indiegogo,
eventually attracting 10 times the original target
within one month.
Bombas’s colorful, durable socks stitch a
hole in the consumer market: the gap between
high-end, technical socks and everyday, common
ones. And for each pair of socks purchased,
Bombas donates a pair to one of 1,200 partner
organizations (yes—we said 1,200!), including
shelters, community centers, and high-profile
nonprofits such as Special Olympics. Cause
marketing—check!
FEEL-GOOD FOOTWEAR
Founders Randy Goldberg and David Heath note
that the concept for the company was spurred by
a simple fact: socks are the most requested item
in homeless shelters in the United States. Hearing
this, something clicked for the duo, who had been
toying with the idea of launching a start-up but
had lacked the perfect product concept.
Today, Bombas is a certified B Corp, which
means it’s a for-profit company that meets
the highest verifiable standards of social and
environmental impact and public transparency.
Consumers across all generations are willing to
cozy up to brands who have achieved this status,
and they will open their wallets to prove it.
Playing heavily into the brand’s marketing
efforts, the message of giving back is a
cornerstone of the brand’s vision and mission.
In every direct mail piece, email campaign,
and interview opportunity, Bombas touts their
premise of social good. Their website even
includes a ticker that notes how many pairs
of socks have been donated by the brand to
date (more than 9.3 million at the time of
this writing).
PACKAGING AND DESIGN
Bombas is derived from the Latin word for
bumblebee, representing the hive mind and how
individual contributions can add up to have real
community impact. The bee-and-honeycomb
visual is a motif throughout all of Bombas’s
marketing collateral, packaging, and online
branding. Bombas socks come in a sleek, printed
sleeve embossed with the brand name in all caps
and their logo and slogan
(“bee better”) set against
a subtle honeycombpatterned
background.
Simple, meaningful, and
memorable.
GETTING STARTED
Bombas effectively targets customers at the top
of the sales funnel through social media and
podcast ads, email marketing, and direct mail
campaigns. Take for example the recent email
campaign touting the brand’s starter pack (a
four-pack of men’s or women’s socks) as well as
packages for kids or toddlers. Copy promising
free shipping, free returns, and a 100% moneyback
guarantee is prominently displayed below

Fall 2018
11
clean, colorful images of the socks. Bold CTAs
encouraging customers to “shop this pack” are
interspersed throughout the design.
ON-POINT EMAIL CAMPAIGNS
Bombas has been applauded for its inventive,
effective email campaigns. The brand has employed
the full-service email-management company
Email Aptitude (recently acquired by Elite SEM) to
bolster its efforts, and as a result of this partnership,
they’ve seen a 3X increase in email revenue, an 88
percent decrease in list attrition, and a 125 percent
increase in monthly conversions.
Bombas’s email strategy masters the balance
among copy, visuals, and relatable subject matter.
In a recent campaign sent with the subject line,
“What the Bombas blister tab means for you,”
a large, animated image showcases a common
problem and immediately offers a simple solution.
The campaign addresses a topic nearly everyone
can relate to—heel blisters—and presents the
Bombas solution of comfortable socks with a builtin
“blister tab.” Another campaign features “kid
testimonials” with accompanying messaging about
Bombas’s kid-friendly features, such as no-slip grip
and soft, heavy-duty fabric.
Bombas invests heavily in Instagram and
other social media ads too. One video distributed
via a sponsored post on Facebook, for example,
highlighted the brand’s story and celebrated its
five millionth pair of socks donated. The video
hammered home Bombas’s social message to
boot—“This is the most important pair of socks in
the world,” the video decrees. Bombas’s Instagram
ads are tailored to several different lifestyle profiles,
including fitness enthusiasts, families, and “atleisure”
aficionados. In every ad, the socks are
prominently featured and, well, they simply look
cool—and the social-good messaging is an everpresent
element that subtly nudges customers
toward a purchase they can feel proud of. (We’re
not going to lie: they really make us want to buy
these socks.) n
DONATED!
What Your Brand Can Learn from Bombas
A cause marketing slam dunk delivers the message
of a purpose-driven mission.
Eighty percent of consumers believe that businesses should play a role
in addressing societal issues, and 91 percent of consumers said they
would likely switch to a brand that supports a good cause. Bombas does
a fantastic job of pairing a message of social impact with snappy visuals
of their high-quality products. This tactic accomplishes a remarkable
task: it makes customers feel good about spending $12–15 on a single
pair of socks. Having a clear, genuine purpose and brand mission is an
easy way to foster positive brand associations.
Omnichannel marketing with a “problem, solution”
message gets results.
In addition to email campaigns, Bombas employs a few out-of-thebox
marketing tactics, such as personalized direct mail sent out using
data gathered from online customer and prospect interactions. They
also advertise on podcasts—an interesting choice for such a visual
brand, but one that has proven effective for driving sales, according to
Bombas’s CMO, Kate Huyett. In other words, experimenting with notso-obvious
marketing channels can have major payoff, particularly
when paired with a “problem, solution” message.
A little consistency goes a long way.
This isn’t exactly a novel insight when it comes to marketing, but
Bombas proves exactly how important a consistent look can be. From
font to imagery to the company’s signature honeycomb design, every
element of Bombas’s marketing aligns with its carefully constructed
brand identity—which leads to instant brand recognition, regardless
of channel.
REGISTER
TO WIN
your own Bombas socks!
Your feet will thank you!
Scan the QR code
or register TODAY at:
drummond.com/giveaway

12 Fall 2018 FEATURE
Why Podcasts
Are All the Rage!
A podcast can build trust with your
consumers and brand awareness with
those who don’t know you yet. And it
won’t cost you an arm and a leg. So
why aren’t you doing one?
Twenty-six percent of
Americans (or 73 million
people) now listen to
podcasts every month.
That’s 24 percent more
than one year earlier. In
fact, 48 million people
listen to podcasts on a
weekly basis, six million
more than in 2017.
on a recent trip across Iceland, a group
of adventurous, outdoorsy, type A
personalities in a 10-passenger van lost
connection to the radio and, with it, any hope
of a decent radio station to play for the rest of
their five-hour journey. When the person riding
up front pulled out her phone and connected
it to the vehicle’s stereo system, a funny thing
happened: seven of the nine people in the van
voted to listen to her downloaded podcasts
rather than music for the rest of their journey
across the barren landscape.
A road trip with no tunes? A group of roadweary
thirtysomethings in favor of listening to
interviews over good driving music? In actuality,
the democracy at work in the van vote shouldn’t
be surprising. As part of their 2018 Infinite Dial
Study, Edison Research recently released their
findings concerning podcasts, and the numbers
are startling, especially if you are not a regular
podcast listener. The study revealed that 26
percent of Americans (or 73 million people) now
listen to podcasts every month. That’s 24 percent
more than one year earlier. In fact, 48 million
people listen to podcasts on a weekly basis,
six million more than in 2017. The percentage
of Americans aged 12 and above who have
ever listened to podcasts is now at 44
percent. The group in Iceland is on
trend in their listening location as

Fall 2018
13
well: the study showed that 22 percent of podcast
listeners now listen in their vehicle, 18 percent
more than in 2017. “Have podcast, will travel,” you
might say.
If you got this far and you happen to be one
of the 56 percent of Americans above age 12 who
have not listened to a podcast, let’s go over some
basic knowledge. The term podcast describes a
set of digital audio files that are available online,
sort of like a short radio show or interview that
you, the listener, can download and listen to
whenever and wherever you want (that last part
is the beauty of it all). Think of it as talk radio on
your cell phone, sorted by subject matter. You can
download one episode of a podcast in a series
or subscribe to the podcast and receive the files
as soon as a new episode is uploaded by the
provider. If this all sounds very exotic and foreign
to you, find some podcasts you might like and
start listening. You’ll be surprised how easy it is
and how much you’ll learn.
WHY PODCAST
So, what does all this mean to you, the marketer?
Sure, the most popular podcasts in America
might be made by famous people (e.g., Joe
Rogan) and big media companies (e.g., TED
Talks), but you don’t need millions of listeners for
a podcast to have an impact on your business.
While big brands such as GE, Basecamp,
Sephora, and Spotify have proven that podcasts
can attract a healthy audience of dedicated
A podcast is an ideal
and cost-effective way
to deliver valuable
information to your
most qualified potential
consumers and
customers.
listeners, there’s a place for podcasts to help your
marketing efforts too.
For starters, a podcast is an ideal and costeffective
way to deliver valuable information to
your most qualified potential consumers and
customers—what sales teams refer to as qualified
prospects. It’s great content for your corporate
blog and social media channels, and the longer
format lets you build trust with your audience by
sharing your expertise on a subject matter and
delivering advice and information in a person-toperson
format. You’re also free from the wordlimit
confines of ad copy or even a blog post.
If you’re tired of sending email newsletters
to thousands of people who never open them,
why not try creating a podcast for the 5 or 10
percent who do want to hear from you? A good
podcast will attract new listeners, increasing the
subscribers to your email database, today’s holy
grail of corporate marketing metrics. And there
is evidence to support the notion that listeners of
podcasts are like NASCAR fans when it comes
to showing loyalty with their wallets. A survey by
Internal Midroll of 300,000 podcast listeners
found that 63 percent of people had bought
something a host had peddled to them during
a show.
GETTING STARTED
The best part of all these potential benefits
is that the path to achieve them is relatively
simple and inexpensive when compared
to other forms of content marketing. The
equipment you’ll need can range from the more
elaborate (a full audio studio with all the bells
and whistles) to the simple (two microphones
and a recorder). And unlike with video content,
you don’t need expensive equipment or the
extensive know-how or expertise to use it.
Before you’ve purchased all your gear
and started to speak into the microphone
with someone important, you should have
jotted down some plans and answered some
questions: Why should people listen? What
value will you deliver to them? Who will host,
and will there be more than one host or guest?
What will be the subjects of your first several
episodes? Will there be themes (seasonal
or otherwise)? What will the name of your
podcast be? (It should be something that
people can easily find when they search for that
subject matter.) How long will each episode
be? (A shorter podcast episode is 15 minutes,
but some stretch for more than an hour.) How
frequently will you release new episodes?

14 Fall 2018 FEATURE
FOUR OF OUR FAVORITE MARKETING PODCASTS
Check out these marketing-related shows for good examples and subject matters
that might be of professional interest. Don’t overlook the layout of their landing
pages, the calls-to-action, and the many ways listeners can download and
subscribe to the podcasts.
1 Social Pros Podcast
We’ve featured Jay Baer on these pages in the
past, and for good reason. In the Social Pros Podcast,
the best-selling author and founder of the marketing
consultancy Convince & Convert teams up with
Salesforce’s Adam Brown to discuss the inside
stories of those doing real work in social media
at top brands.
2 Copyblogger FM
A shorter podcast (generally 30 minutes or less),
Copyblogger FM has recently touched on how to
improve your copywriting, boost your creativity,
and increase traffic, engagement, and shares.
Sonia Simone, cofounder of Rainmaker Digital,
hosts it.
3 The Tim Ferriss Show
This podcast from the author of The 4-Hour
Workweek is not necessarily all about marketing,
but it is an interesting and inspiring listen. On
the show, famous guests from business, sports,
and entertainment discuss their habits, routines,
and tactics. And who among us can’t use a little
knowledge like that? (Check out our GIVEAWAY—
it includes the Audio-Technica microphone
Tim Ferriss uses!)
4 Call to Action
Want marketing success stories? This is your
podcast. Hosted by digital marketing leader
Unbounce, the show shares how and why certain
campaigns succeeded (and failed) as well as how
you can use what you hear to build your own
success story. Guests come from various
industries and backgrounds.
(Having a regular release date—on a weekly basis,
if you can—is recommended by most experts,
but there’s no use putting out content simply for
the sake of doing it.) Planning your guests and
recording several episodes before uploading your
first one are also good ideas.
As for the direction of your content, it’s okay
to keep the topic to something somewhat narrow,
even niche. In general, a podcast audience is going
to already be interested in the subject you are
discussing, so they expect to dedicate time to a
rather specific topic. Aim to drive subscriptions
and repeat listeners; some brands do this by
offering their podcast listeners perks such as
free shipping codes, free trials, or additional
downloadable content.
Once you’ve answered these questions and
done some planning, it’s time to move on to the
actual work of recording. Start with a quiet place
to ensure good sound quality. If you plan on doing
remote interviews using Skype or a hard line,
you’ll need to record the call onto your computer.
If you are taking a bare-bones approach, you
can use recording and editing software such as
GarageBand (Mac) or Audacity (Mac and PC);
if you have a Creative Cloud subscription, try
Audition. All three options will capture audio on
your computer and allow editing. Logic Pro X is
Apple’s pro-grade version above GarageBand.
For higher-quality sound, use a portable digital
recorder, which records from the mic onto an
SD card. From there, you’ll upload your audio file
to your computer to edit in your audio-editing
software. Another option is a recording interface,
which enables the use of multiple microphones
and records straight into your audio-editing
station (computer).
Once you’ve recorded a podcast, you’ll want
to dress it up with intro and outro music and have
a bit of cover art to display with it. (If you don’t
have your own music or artwork, plenty of options
are available for purchase or free download
online.) From there, your podcast needs to be
uploaded to a media host, or the place where your
audio file lives; this is much like how you might
upload photos to Instagram or Facebook. Once
you’ve uploaded your podcast, your media host
will have created an RSS feed (a web address).
You’ll use this unique URL to submit your podcast
to publishing platforms such as iTunes and Google
Play. You can also grab an embed code from your
web host and use that to publish your podcast in
a blog post or on your website.

Fall 2018
15
With brands of all sizes embracing original
podcasting as part of their digital strategy, there is
no doubt that it has gained momentum as a content
marketing tactic. And audiences will continue to
grow exponentially as smart home devices such as
Amazon Alexa and Google Home offer podcasts in
response to user interests and as streaming services
such as Spotify continue adding podcasting to their
membership levels. The challenge for marketers is
that this is a long-term strategy that doesn’t show
success overnight. Your brand should start small, with
the audience and community you already know, where
you have a credible presence. Generate entertaining
and educational branded podcast content in a format
that works for both your brand and your audience.
Soon your simple and sincere requests for listeners
to share with colleagues or fellow consumers will
provide a new way to organically amplify your brand
to a new audience. n
REGISTER
TO WIN!
The gear to get going!
Ready to hit record and start talking?
You’ll need some equipment—and
we can help!
We’ve done the research and
bundled our own getting-started
podcasting set!
Podcast Tips
Length and Frequency
• Daily podcasts should run between 1 and 15 minutes
• Once- or twice-per-week podcasts should run 15 to
60 minutes
• Monthly podcasts should run 1 to 1.5 hours
• Don’t publish once every two months or at odd
frequencies, as this makes it impossible to attract and
maintain a following!
What’s in a Name?
It’s always a good idea for the podcast name (and description) to accurately reflect the topic or industry
the podcast serves. This will help podcast listeners find you in searches. Check out these great names
of podcasts that are popular among our designer friends.
99% Invisible Ever wonder how inflatable
men came to be regular fixtures at used-car
showrooms? Curious about the origin of the fortune
cookie? Want to know why Sigmund Freud opted
for a couch over an armchair? Wonder no longer.
99% Invisible answers the questions you’ve forever
pondered and more.
Creative Waffle This short-format podcast
brings the best designers, artists, and creatives to its
listeners, sharing tips, advice, and insight into the
design world.
A Piece of Work A podcast hosted by
Broad City’s Abbi Jacobson, A Piece of Work
covers everything you’ve ever wanted to know
about contemporary art but were too afraid to
ask. You’ll find no pretention here, just interesting
commentary.
The Reflex Blue Show Touted as one of
the best podcasts covering the graphic design industry,
The Reflex Blue Show was founded in 2008. It’s since
grown to include a webcomic, 1PT.Rule, as well as an
online shop and video reviews.
The Accidental Creative The Accidental
Creative provides tips and interviews with industry
leaders to millions of listeners every week. Having
been running for over a decade, it’s a solid choice for
artists and designers seeking inspiration.
The Poster Boys Designers Brandon Schaefer
and Sam Smith discuss the best movie posters, teasers,
and campaigns to catch their collective eye over the
past year. They chat design trends, film branding, and
the importance of context when comparing the work of
agencies with that of freelancers, all the while drawing
on their own experiences.
Audio-Technica microphone
Audio-Technica professional
studio headphones
Pop shield, mic windscreen,
and microphone boom
Scan the QR code or register TODAY at:
drummond.com/giveaway
Ideas to Get You Started
1. Interviews – Invite people with influence in your niche to share their knowledge, expertise, or skill. They may come
from your local community, guest-booking services, social media, or an association or club you belong to.
2. Common Interests – Think of things you like that your target listeners might also be interested in. Example: If you
are a college or university, you could host a podcast for incoming students on the best places to shop for the trendiest
college-branded apparel.
3. Q&A Episodes – Conduct surveys and review the findings. Attend meetups to identify areas of concern and develop a
Q&A around them.
4. Book Reviews – Whether it’s a business book, a book specific to your industry, or one that would be of interest to your
target audience, pull five great takeaways and discuss why you liked them and how they could help your audience.
5. Meet Our Community – Go out to your podcast community and identify and interview interesting people. Be candid
and natural and look for interesting stories that your listeners could relate to.
6. Nice to “Meet” You – Interview employees, allowing them to talk about their jobs and the company, and encourage
people to consider similar positions within the organization.
7. Founders/CEOs – Interview founders or CEOs of client organizations or partner organizations.
8. Weekly Critiques/Reviews – Conduct a weekly recap or critique of the top five announcements or news stories in
your industry, complete with your thoughts and opinions.

16 Fall 2018
SPOTLIGHT
8 Marketing Plans
to Ponder
Business Plan
Although this isn’t a marketing plan, it’s the cornerstone
of every type of marketing plan!
Purpose: To define strategies for growing profitability over
a long-term period; can include new product development,
revenue sources, and cost management
Time frame: Annual to every three years
1STRATEGIC
MARKETING
PLAN
2 BRAND
MARKETING
PLAN
3 NICHE
MARKETING
PLAN
4 PRODUCT
OR SERVICE
LAUNCH PLAN
Purpose: To define strategic
direction in support of lofty
growth and big-picture goals; to
achieve differentiation to better
compete and invest in marketing
and marketing technologies to
build scale; a comprehensive
plan designed to achieve
business objectives
Time frame: Annual
Purpose: To define and deploy
audience engagement tactics to
achieve specific brand sales
Time frame: Typically annual
Purpose: Designed to help
companies further penetrate
existing vertical or geographic
markets and gain awareness
in a new niche; implemented
when there has been a strategy
shift and aggressive market
penetration is a goal
Time frame: Annual
Purpose: To introduce or
reintroduce an offering or the
latest version of an existing
offering; designed to make new
services tangible while bringing
clarity to their primary benefits;
complex, requiring collaboration
within organizations
Time frame: Should be completed
at least six months prior to launch
5 DIGITAL
MARKETING
PLAN
Purpose: To define how to
compete effectively with digital
marketing, including new and
advanced digital marketing
technologies; includes mobile
and social marketing
Time frame: Typically annual;
reviewed monthly and quarterly
6 MULTICHANNEL
MARKETING
PLAN
Purpose: To identify, target, and
engage lead and sales target
audiences through a longer-term,
integrated communications plan
using multiple media
Time frame: Annual plan of
“always on” activities
7 MARKETING
CAMPAIGN
PLAN
Purpose: To engage targeted
audiences through a shorter-term,
integrated communications plan
using multiple media; campaigns
are considered by most to be
“transactional” marketing
Time frame: As needed;
transactional
8MARKETING
ACTION (OR 90-
DAY MARKETING)
PLAN
Purpose: For smaller companies
or those with limited growth
goals or resources; consists of
tactics vs. strategy; organized as a
campaign or series of campaigns;
focused on the short term
Time frame: Quarterly
Get started today with your 2019 Marketing Plan!
Download our Marketing Plan Template at: drummond.com/Plan

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TREND WATCHING:
Mobile
Marketing
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Atlanta, GA 30341
In the US,
71%
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minutes
spent online
are on
mobile
devices.
Experts predict AR
Customer experience
is everything!
We provide solutions for:
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Average time spent browsing:
Smartphone
87
hours/month
Desktop
34
hours/month
and VR on mobile
devices will generate
$67.3 billion
in revenue by 2021
vs $2.3 billion in 2016.
Tractica research predicts a virtual
digital assistant will be on more than
3.3 million devices
by 2020.
If your mobile device
page load time is
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your bounce rate could
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80% of all marketing executives predict
artificial intelligence will revolutionize marketing by 2020.
Sources: Mobile Marketing Primer For 2018,
Gartner Inc., Think With Google, Biznessapps.com