I’ve written about being the “Cheerios Guy” of your organization; that is, running around talking up what you’ve learned as you’ve tested things on your Web site. Yes, it’s can be irritating, but it is VERY necessary.
The real question is, how do you equip your CMO to be the Cheerios Guy? You can’t show him or her the charts, spreadsheets and test results. When they get button-holed by the water cooler or broad-sided in the board room, they need a little swagger. You need to tell the story that lies in the data.
You need to give them a Book of Swagger.
Rose Holston takes us through the Book of Swagger, a device invented by digital communications guru Korye Logan in The Agile Marketer and the Book of Swagger.
The aim of the “Book of Swagger” is to be simple:
- A prologue. A short narrative that sets the stage for the story. Statistics and web analytics define a baseline from whence we came (the past) and where we are today (the present).
- Conflict and resolution. Talk about the drama of “wins” and “revelations” as the team completes scrum after scrum.
- The future. Your communications toolkit becomes the basis for looking to the future. This is where your “Book of Swagger” illustrates the wins and losses that feed our mid-management and C-suite folks with information that helps to set the agenda.