Lisa Natalicchio, Global Head of Digital Communications at State Street, explained three, simple core principles that allow a company to empower its brand.
At the outset of her keynote presentation at the 2017 Leadership in Digital Marketing Forum held on March 29 in Boston, Natalicchio announced she’d be talking about the three, core, go-to principles she uses for anything that comes up in her day—good or bad—in her role at a company that was founded over two centuries ago. “These are three, super-easy ways for brands to instantly sound transparent, authentic, and edgy online,” she said.
These core principles are:
Know who you are, what your brand is up against, and who your clients are.
“Old, historical brands can be hard to move and hard to change,” Natalicchio said. “For any company, it’s just not enough to know your brand. You need to know what your brand is up against and when change needs to be made. We’ve recently started an explainer series in which we take some of these complex, jargoned financial terms and explain them in five emojis. Our thought was to explain these to our clients in a way they could explain them to their boards and teams. We’re focusing on terms that are overly used and under-explained, like blockchain, bitcoin, and Brexit.”
“We’ve recently started an explainer series in which we take complex, jargoned financial terms and explalin them in five emojis. We’re focusing on terms that are overly used and under-explained, like blockchain, bitcoin, and Brexit.”
Be who you are—and do it authentically.
“When I first started working for State Street, it was 2012 at the height of the Occupy movement. I was embarrassed to tell people I worked for a bank,” Natalicchio admitted. “But then someone told me there wouldn’t be any low-income housing in Boston if it weren’t for State Street. That’s when I realized State Street had a story to tell. Those Occupy protestors needed to hear our story—transparently and authentically—and to know what State Street was doing for the Boston community and for the financial stability of our global economies. One of the ways we’re doing this is through the launch of a new content hub called Listen,” she said.
Use your voice—and remember the context.
“We have a powerful voice and we need to use it authentically,” stated Natalicchio. “My team recently launched a ‘Fearless Girl’ campaign on International Women’s Day. We were behind that statue of the defiant little girl in front of the Wall Street bull. I’ve been going over and over why that campaign worked. Nothing I’ve been a part of has ever taken off like that did. What I keep coming back to is we used our voice, we had something to say, we had the context to say it in, and we said it truthfully and authentically in a way that resonated for a lot of people.”
Natalicchio continued, “As marketers, we have to do more than just have a seat at the table. We have to be a voice in the conversation. We have the power and the platform to go out there and represent our brand.”
A member of the audience asked, “How do you choose what platforms to be on?”
“To me, what’s more important than getting onto a platform is choosing what to sunset,” said Natalicchio. “Getting onboard is a lot easier if you have a game plan for how to get off when it’s over. Senior leadership needs to know the exit strategy in case something doesn’t work. In deciding on platforms, we look at where our clients are, which tends to be Twitter and LinkedIn; where our employees are, which is Snapchat; and where our future employees and decision-makers are, and that’s why we look to new platforms.”
“Getting onboard is a lot easier if you have a game plan for how to get off when it’s over. Senior leadership needs to know the exit strategy in case something doesn’t work.”
“How do you integrate your digital experience, what media do you use, and how do you use Twitter and LinkedIn to help amplify that message?” asked another audience member.
“Our Listen platform is hyper-sharable,” replied Natalicchio. “It’s allowed us to go to market very quickly with content. It doesn’t need to be footnoted; it only needs one subject-matter expert giving their opinion. That gets shared on Listen, and we can send it out through our other channels.”
ABOUT LISA NATALICCHIO:
Lisa manages the strategy and content for State Street’s digital communications channels, including web, e-mail, and social media marketing. She’s charged with making financial services relatable and breaking through the complexities and jargon commonly found within the industry. She joined State Street in 2012 as the company’s Social Media Manager.
Prior to working at State Street, Lisa worked in the nonprofit industry, where she did everything from web updates to employee communications. Lisa earned her undergraduate degree from James Madison University and her MFA from Emerson College.