Last week, the
sunny Silicon Valley descended on our rainy Cincinnati Headquarters for Signal
P&G — a one-day conference organized by Federated Media focusing on brand
building in a digital world.
The format followed
the same rapid, staccato-like rhythm we’ve all come to expect from social media
with quick, thought-provoking interviews and case studies from some of the most
iconic digital leaders in the world.
Like the other
Signal events organized by Federated Media, the day was masterfully hosted by
John Battelle, co-founder of Wired Magazine, Executive Chairman of Federated
Media Publishing, and one of the nation’s foremost thought leaders on the
intersection of the Internet with the practice of marketing.
Marketing & Brand Building Officer Marc Pritchard (shown above) began the day by telling
the audience: “Today is not about digital marketing; it’s about brand building
in a digital world,” which set a resounding tone for the role he wants digital to
play for P&G. He went on to make it clear that digital is no longer a
trendy use of technology for technology’s sake, but it’s the way P&G will
engage with people in real-time to build brands like never before.
of the Board, President and CEO Bob McDonald (shown in photo above with Battelle) followed with a candid and
transparent conversation with Battelle, where he further emphasized the urgency
of being agile and responsive in the digital age. But most importantly, he openly
gave the organization permission to fail early and fail well in digital, citing
mistakes he’d made early in his career that taught valuable lessons he still
carries with him today.
up to the day seeded the #SignalPG hashtag as an identifier for the event,
building momentum and interest before it ever began. Then during the day,
hundreds of P&G employees watched by webcast, while thousands outside
P&G followed the hashtag on Twitter and viewed backstage video interviews
via the @ProcterGamble Twitter feed and Facebook page.
With the help
of the hashtag, buzz about the event reached a tipping point on Twitter just
two hours into the conference. Live and virtual audience members generated more
than 3,500 tweets with more than 14 million impressions, making the relatively small
400-seat gathering the epicenter of a worldwide trending topic on Twitter.
A few of the
high-profile speakers in attendance included Twitter CEO Dick Costolo, Facebook
VP David Fischer, and Yahoo! Chief Product Officer Blake Irving. You can view
their backstage interviews below, which were posted on P&G’s
YouTube page during
kind of first-hand investment, that people can see, helps them understand how
deeply committed the management team is to social media."
— Twitter CEO Dick Costolo
“The openness and transparency with
which the team from Procter & Gamble is approaching this … speaks volumes
— Facebook VP David Fischer
“[P&G’s] eagerness to get into
digital in a way that actually can pull them into a deeper relationship with
their customers on a 1-to-1 basis is something you don’t find at a whole lot of