Name: Marketing Masterclass: Conquering Campaigns with Mural AI
Uploaded: 2024-12-12T19:14:21.163Z
Duration: 28 min 52 s
Description: Marketing Masterclass: Conquering Campaigns with Mural AI

Transcript for "Marketing Masterclass: Conquering Campaigns with Mural AI": Hey, everyone. Welcome. Welcome. I too am jealous of everyone in LA. We got a bunch of Californians joining us. If you're just logging in today, go ahead, share where you are. Let us know what you see outside your window. I'm looking out to some blue skies in Washington, DC. Jessica, what about you? I'm looking at traffic in New York City, so apologies for the honking you might hear in the background. Cool. Well, welcome, everyone. We're going to dive into marketing master class, conquering campaigns with Mural AI. We're so glad to have you here. Just a couple technical things. If you are having trouble, the first best thing to do if you're having any technical issues is just to reload your browser, so feel free. And we have some folks on the back end. So if you're getting stuck, just use the chat. We will be sending a recording, of course, within 48 hours, you'll get that. And we have a q and a section. So just to the right of your chat, drop a cute question if you, would like to throughout the session, and we'll have a little bit of time at the end. Great. So we're gonna jump in. And for those of you that are new, hopefully, most of you are familiar with MURAL. But if you're not, it's a visual work platform, and we really are all about teamwork. So whether it's brainstorming, strategizing together, everything that we do at Meryl is about helping teams get to the end results faster. And we're going to test out a few different features today. So if you are new to it, you'll get to try it out. I've been using Meryl for a really long time even before I joined the company, and it's really best for collaboration. So one thing to think about as a starting point is if you haven't used the product before, we have tons of prebuilt templates. You can grab a template. Jessica is gonna show you how in a little bit. And we're also gonna demo some of our superpowers for facilitators. So those are 2, quick ways to get started when you are collaborating with your team. And I also love for creating psychological safety. There's 2 features, private mode and voting, that we will all test out together. Both of these will help you create inclusivity on your team as well as psychological safety. And one of my favorite, aspects of MURAL is that you can collaborate across time zones. So at MURAL, we have team members all over the world. We're fully distributed. So, it's great. You can share murals and people can work in their own time. It's not you know, you have to be live together, although it's wonderful when we get to be together. Jessica, do you want us to do you wanna tell everyone a little bit about yourself? Sure. Hey, everyone. I'm Jessica Sugimura. I work here at Mural, specifically in the planning and orchestration side of campaigns and campaign management. I have 18 years of experience working at branding and advertising as well as among marketing teams. I'm here today to share some of the ways we leverage MURAL in our marketing workflows and hopefully share some tips that can help you accelerate your team's creativity and velocity. Definitely. Tips. I have heard them, and they're excellent. Thank you. And, what are we gonna cover today? Okay. We're gonna do a quick check-in. So we're gonna get you all into the product, and Katie is gonna lead us through that so you get to experience the magic Mural. Then I'm gonna talk you through a little bit of the behind the scenes in terms of how we use, Mural for marketing workflows. And then we're gonna do a little exercise together and show you how to brainstorm, and how you can leverage our AI tools to make, your work better and easier and faster. And then we'll wrap it up with, a q and a. And I'm just curious who here who's here today. So if you could share, in a word or 2 in the chat, everybody, what kind of marketer you are. And if you're not a marketer, share that as well. And that way, Jessica and I have a little bit of a sense of who's joining us live. Oh, I'm so excited for everybody to now test out the mural. So I'm going to exit presentation mode by clicking this exit button. And Lauren is going to share in the chat a link. It's gonna be pinned, so it should be easy for you to access. And so we're going to run a quick mood check using our voting feature. So give everybody a couple seconds to join. Got a lot of great marketers here today. What are you seeing come through? Seeing digital, strategic comms, product management, editorial, field marketing, design director. So we have a lot of great and a wide variety of life cycle and strategy. Awesome. Fun. And I'm just gonna ask everybody to follow me. And I've summoned some of you. It looks like there's about 17 of us in the mural, and everybody else, you can just sit back and watch the screen share. So for those of you that are in the mural, I'm going to run a vote on how are you feeling about 2025 campaigns? Are we excited, overwhelmed, or not sure? So we'll just do one last summon so we're all in the same place. And starting the voting feature. So if you're facilitating, this is what it looks like on the back end. We're going to click start voting. I'm gonna give everybody one vote, and everybody will click the sticky notes just in this selected section. So because we have it looks like about 30 people voting, just gonna give 30 seconds to make your choice. Click one sticky note. And, again, if you're look looking at the screen share, you're gonna notice that those numbers are going down. We're seeing how many people are still voting. Alright. I think we're gonna wrap it up just a few more seconds, and then I'm gonna end the voting session. How are we feeling? Let's see. Curious. I love that. What are you most curious about? Tell us in chat. What are you gonna try that's new? I mean, I'm always using I'm in content. So I'm using Mural AI plus Chat gpt to create content. But it looks like a lot of you are overwhelmed as well. So if you're feeling overwhelmed, you don't have to share, but just to let you know, I feel I feel you. We all feel you. Yep. Yep. Alright. We're gonna run one more vote. What is your dream AI feature for marketing? So same deal. Start a voting session. Let me just move this down to the correct correct section. And I'll just give you 20 seconds this time because you know the drill. If you could have only one feature, what would it be? Instant copywriting, organized briefs, design on demand. That sounds familiar, Erica. Well, I meant to say, our colleague, Erica, has joined she is our AI product manager, and we recently just are, I think, beta testing, a new mural feature that's called build a mural. Design on demand. Sounds sounds nice. Predictive insights. Oh, I like it. Most most people are interested in predictive insights. Knowing what works before you launch. Yeah. Wouldn't we all? Crystal Ball. Thank you for joining us for this warm up. I'm gonna pass it back to Jessica who's gonna walk us through a marketing plan at a glance. Awesome. Thanks, Katie. So at MURAL, we do a lot in MURAL, I will say that. And, when I came over here, I realized how beneficial it was to, my workflow as a marketer and as someone who is planning and orchestrating and pulling people and teams together at all times. So I'm gonna show you a little peek behind the curtain in terms of how I use MURAL in my planning and, strategy work. Specifically, I love MURAL because it is a visual tool, and I am a visual learner, and I have to see everything laid out, for me to, you know, fully grasp what's going on. So having sort of an infinite space for me to draw and build is super important. So things that I like to do in my day to day is, you know, as I'm helping the team organize, what is our overall campaign strategy for, you know, the season or the quarter, I like to visualize that out and we can actually work together collaboratively in those spaces. So the first thing you see here is an example that I just made in MURAL, using the different shapes. And I created our funnel, and, you know, what I like to do is play back to my team members, like, these are the things that I'm hearing. Here's all how it all hangs together down the funnel. And then, you know, when we're doing it, we can actually be editing it together and talking through things and, you know, contributing offline when others are, you know, sleeping, things like that. Because we have people, as Katie mentioned, around the globe. It really helps us just to get really clear really quickly, and it creates a centralized place where I can keep this, and we can all edit it and see it real time, and we have it sort of at our disposal. If we go to the next one, the other thing that I love to do is I love leveraging our timeline, template, which, I think we're gonna share that, template with you in the chat. And a big thing for me is that I love that everything in Mural is customizable, so I'll take that timeline template, and then I make it work for what we need in marketing. So, you'll see here I've put our funnel into the timeline, and I am now plotting out when are things gonna be in market, what is always on, how do things hang together, and what this does for everyone. And again, we can work on this together. I can do it. I can play it back and show it to people saying, is this is this right? Do I have it correct? And then we can make adjustments together live. So then we have a beautiful visualization that is super easy to create, and everybody can see it and be on the same page. We also use it, you know, once you've created an asset like this, it's super easy to move things around. You can zoom in, you can zoom out, you have a bird's eye view of everything. I can then take these pieces and ship them up to leadership. Hey. Here's what's going on. This is what it's looking like. You know, I can send it across the business so people are aware of what's happening in the marketing world. It really gives you a lot of altitude in which you could, you know, zoom in and zoom out and see the big picture at all times. What else can I tell you, Katie? Well, I'm curious about these icons. What do they mean? How do you use them with the team? Yeah. So, what another feature that I love is that we have an icons, tool in our toolbar. And I like to create you know, it could be anything that you want, but I like to create a system and a key for people. So, you know, in this, you know, example, I'm like, hey. This red check means we did it. It's in market. The green flag says, hey. We have to talk about budgets. We need some incremental funding. The Moose means it's a really good project, but, you know, I don't know. It means, you know, watch out. We got a big thing coming through. So we we do this again. It's a visual thing. And if you could zoom out all the way, Katie, you can actually see our sort of year, you know, shaping up. And again, this was I was focused on, it looks like q 2 here. So it's, you know, it's a great way to visualize and give people the information that they need, and they can digest it and see it sort of in a large road map. The other thing I wanna talk about is that we use MURAL throughout the life cycle of a program or a campaign. So another template that we will share with you is called the wall of work. I love to pull together everything that's going into market into one place as it is being made and produced so that it does a few things. 1, I'm collecting it. I have it. It's a centralized location. It's a visual that people can reference. And when I mean people, I mean everybody on the team who is required to execute under one strategy, so it keeps everybody on the same page. And then also, hey, executive leadership. This is what it looks like all up. And if you wanna zoom in and read the press release, or you wanna see the ad set, you can go in there and check that out. But we have it all here for you, and you can see again at a glance how this hangs together and is on brand and is tracking against the goals that we have. Lovely. Do we have any questions coming through that are urgent before we get into our demos? Anything pressing? That looks like a spreadsheet. It does look like a spreadsheet, but it is far easier than Excel. Oh, gosh. Way more visual. Yeah. Okay. So we're gonna get into a little demoing. And, in this, we are going to invite everyone on the phone to join my marketing team, and we're gonna work together to, marketing team, and we're gonna work together to, brainstorm. So, again, we use MURAL throughout our workflow in marketing. And sometimes you need, you know, sometimes you're tapped out of ideas and you need just a little bit something to help you, you know, get the team going and get the team talking. Talking. We're gonna actually use AI to help us start a conversation. We're gonna pretend together in the mural that we work for a SaaS software company, and we are going to ideate a social media post for the new year. So, Katie, I'm gonna ask you. Can you write us a prompt, in a sticky to get us to a social media post for the new year? So I'm just gonna move the sticky down so that the toolbar doesn't cover our instructions. And so, Erica, if I do this wrong, give me any adjustments. But I'm interpreting the instructions that all of our collective boss, all however many, 100 of us are here. Our boss, Jessica, says I need message and image ideas. We're feeling a little stuck, and we wanna get started. So I'm gonna say, give me ideas, for a funny, I'll say LinkedIn post, for New Year's. Alright. And the way our AI works is we have explore with AI on this little toolbar that pops up with a sticker. Oh. Wanna look in the mural, I will Sorry. On mute. I have a siren. Jessica's sirens coming her way. Hopefully not to take you away or anything. Alright. Explore with AI. The drop down option that I'm choosing is generate ideas. So I've asked, you know, our AI to just give us a couple ideas, and I'll close out the hub for now. I'll show you that in just a minute. But Jessica, what are your favorites? If y'all in the mural wanna give some input, feel free to use an emoji to to share your favorites and maybe you'll sway Jessica a little bit. I mean, this one's pretty funny. I love embarrassing moments. I'm gonna go I'm gonna I'll I'll give a little heart on that. Cheers to New York accidentally hitting reply all. That's a good one. I also wanted to I'll respond to some of the chat questions. Searching templates I'm sorry. Thank you, Nicole, for pointing this out. I did not clarify. The template I used, the who, what, where, is it's called the now, next, later template. And I went in and I customized it for the who, what, when. So we will share that template for you as well. Alright. Oh, we might have gotten more votes. Bringing my cat to all my meetings for moral support. That's a good one. Okay. I feel good about that. Shall we do it? Here. Yes. So we're gonna color this one purple. That's the one we've chosen. And what's our instruction? We'd like everybody to add a GIF or an image. So if you're in Miro Yeah. If you're in the Miro, you can go into the images to, images button in our toolbar, and you can search the web or you can search Giphy. And just go ahead and grab an image that you feel fits our purple sticky around bringing your cat to all your meetings from moral support. And we have some dogs. And then someone also asked I'm looking up about CMS. Toby, so, you can just grab screen, screen captures or JPEGs. You can even drop in, Word docs, and they will visualize. So there's you know, you can kind of just drag and drop all your files. Everything will just be visual for you. But we, to my knowledge, and Erica could correct me, I don't believe we have any CMS, like, type tools that would help auto import. I think this one's my favorite. If I was going to pick an image for our social, the Zoom meeting we really want, cats everywhere, I just put a little harder on that. If y'all have any other favorites, feel free to add any images, icons, draw a heart around it. These are cute. I know. Feeling good. Oh my god. I like this guy over here, whoever dropped this. Yeah. He looks real serious. Taylor Swift. I mean, I feel like that will automatically boost our impressions. Just Agree. Completely agree. Lovely. Well, thank you for participating. We have one more demo for you. Okay. So, like I mentioned, so we've talked about, like, I use Mural for planning, for plotting timelines, and visualizing them. I collect as campaigns roll out, walls of work. And the other thing we love to do, and this is a big part of our culture here, is we love to conduct a retrospective on initiatives to make sure that we are collecting feedback and learning from it and figuring out better ways of working going forward as a team. So, in this, we're actually gonna show you how clustering works so you can see how AI can help us kind of get to the get to the meat of the conversation faster. And our team has gone in and populated some, you know, what was good, what wasn't so great, what learnings or ideas do we have, and we have this here now. And the way we love to, run a retrospective is, typically, we do it asynchronous. Again, we don't all need to be in a meeting looking at each other filling in, you know, sticky notes quietly. We give everybody a couple days. We create the mural and publish it into our channels, Slack channels, those who participated and asked them to provide their feedback. I think that is important is, putting things into private mode for us because as, Katie had mentioned earlier, psychological safety is super important. We want to kind of democratize feedback and make sure that we're hearing from every voice in the room. And by going into private mode, you can have anonymity and give people that space and safety to, you know, give true feedback. So I think we're gonna look at doing right? Yeah. Yeah. You can do private mode, like Jessica said, over the course of 2 days, or if you are coming to run a live session, you can run it live. So it works for both, and you have 2 options. If you're looking on the screen shares screen right now, you can either keep authors of this content anonymous, so we will never know who it is, or if you just want to reduce groupthink, you might choose the second option where it's private mode only when people are contributing their ideas, but then it's okay to reveal at the end. So you have two levels of privacy. Just make sure to communicate that with your group. When in doubt, just always keep it anonymous. I will show you where you can reveal people's information. So everybody will get this message when they join a private mode mural. And Jessica, if you could just click on a little sticky note so we can see what it There you can see. Or Lauren see. Here's my new stickies that are totally anonymous and you can see. So yours will be visible to you. Test. Test. But I know that it's private mode, and we won't be able to see all these contributions. So when I end private mode, we're gonna reveal the content. But, you know, if you ever go into this show info section, your own. But anybody else's, it will just say private mode. It won't say a name. Yep. Love that feature. It is it is really great, and it honestly does help people feel comfortable coming forward with any feedback that they do wanna provide. And sometimes people are just afraid to give a good idea. It's it it helps with that as well. So okay. We're going to demo how to use AI clustering. So, you can imagine sometimes we have initiatives that have a significant amount of people, and when we're collecting feedback, you know, we're we're looking at hundreds of sticky notes of information. And we can use AI to actually cluster concepts together so that the person, you know, imagine I'm the person now and collecting the information I need to kind of provide a readout and understand what was going on. If I use this feature, it helps me just begin to kind of wrap my arms around what are the themes that we're hearing from the group. So Katie, can you show us? Yeah. And I wanna show you there's 2 ways that you can use AI. So we've already tried the first one. Once you select, you'll be able to click explore with AI from the toolbar, but you can also go up to the mural AI hub. And I'm just gonna clear it out. Clear the chat. So we have our selection here, and we're going to cluster it by topic by clicking this tile. And we need to decide, Jessica, if this is a good set of categories. So do we need more clusters? Do we need different clusters? Are we feeling good about it? I actually think this is looking great. So we're talking here and what went well around, like, what was going on on our weekly operations. Like, the team felt good about everything that we were doing to keep everyone on track. And then look, like, we have a lot of information around documentation and resource collaboration. So people felt like they were very informed, and we had a lot of documentation throughout the process. And then this other bucket, you know, we can usually just drag and drop these. For me, I would say this goes into the weekly operations. You know, you can kind of make your adjustments. Like most AI tools, you wanna use it as a starting place, and then you, the human, come in and figure out what makes sense, given the the thematic. Okay. Oh, and the last this is a fun one. So I encourage you to come up with your own cultural things. Your teams may have it. We like Mean Girls around here. And so in part of the private mode, we always have a burn book. Put it in the burn book, sweetie. If there's something you wanna put down and forget from this this campaign or this program, just put it in. And, you know, it'll be anonymized, and you can just set it and forget it. So we'll leave you with that. And, you know, again, we love that at mural, and we love to pull in imagery and things like that to make a little bit of fun out of, you know, everyday work. Hey. And, we're gonna jump into the q and a, but first, just wanted to direct everyone's attention to the talk to Miro experts button at the top. So if you have questions about anything that you saw today, if you wanna talk to the team for a demo, talk about pricing, feel free to click that button and folks will reach out to you. And you're also gonna get a survey, from Lauren, just a couple questions of feedback. And with that, we can dive into our q and a. I'm gonna pull these up. See what we have in here. Is there a legend that can be added to the timeline to care clarify what those icons might mean? Feel like this was in context to a specific question. Okay. There isn't a legend, but you can build your own legend. So if Katie, if you zoom back over to our timeline, I built a legend at the top for my two little symbols. And anybody that I would be yeah. Anybody that I would, be communicating with, I would advise them in my messaging so that they would, you know, know that what this all means. And we have some we have some that we use pretty regularly, so the team is sort of trained at this point to know what they mean. But yeah. Okay. We have a question. Hi, Jessica. Great learnings today. I use screen grabs for presentations tied to ecosystems. Is there a way to make those screen grabs less blurry? Oh, that's a good question. And hi, Tanya. It's so good to see you, or hear from you. So screen captures are always can be tricky. Right? I think, this is more of a designer technical question, but I think if you, you know, big big window, big capture always makes for the best quality. I don't know, Eric or Katie, if you have any thoughts around that. Yeah. Zooming in. Getting as zoomed in as you can on a big screen. Yeah. A couple folks are curious about AI, and how they can access it. And so Erica says AI is available for teams plus business and enterprise. And if you don't see it in your mural, you just talk to your company admins to enable it. Alright. Couple other questions, and feel free to keep adding questions, folks, as we have about 3 minutes left. Somebody's asking when in the campaign building process would you leverage mural AI versus other tech stacks? Because there's so many tools out there. Oh, that's fine. About that. Yeah. So, our a we have a bunch of AI features, but when we're all working in MURAL, we tend to use the AI features that are in MURAL when we're, you know, brainstorming or ideating or organizing concepts. That makes, you know, the work when we're in sort of a centralized place all working together, it sort of helps us, you know, work in that zone. You know, Katie, you mentioned earlier, then we leverage other AI tools outside of MURAL, you know, like Chat GBT if you're, you know, developing long form content to help get you started, things like that. We definitely leverage those types of tools. But, in general, we're pretty much especially at MURAL because we are MURAL, but we we love to do everything sort of in the zone in MURAL, so in the space for that campaign. Yep. Okay. Somebody wants to know about whether there's other use cases for MURAL, within marketing, besides campaign building. Yeah. We use it. So I've said I've gone over brainstorms, retrospectives, which is sort of the beginning and the end. The wall of work is, you know, for during. The other thing we do is, even amongst the wall of work, we will have sort of timing, so you can add a layer to the wall of work. Like, that's sort of, a day by day, play by play of what's, like, hitting market when we use that to track and, again, visualize what assets are going into market at what time by which team so we can kind of trigger that and see it. Maybe not trigger, but so we see the triggers. And so, again, our leadership is aware. Like, okay, things are hitting LinkedIn, ad sets go out, you know, whatever. Trying to think of any others that, we're doing. I mean, we we will do this as well. As I say, we use the calendar for our content road map. So that's something, my boss, Diana, builds out every month, with our contributions. And then we also do all of our storyboarding. So for any social posts, for videos, I'm working with subject matter experts or maybe, whoever it is I'm featuring, we will plan out the video, the audio, the script. All of that is done in mural. Can't imagine working without it, to be honest. I mean, I've even seen down to, like, the design teams will take an image and start to sketch on the image in mural using stickies and other icons, what they need to build and where so that when they hand it off to a designer who's working in Figma or whatever program, that they have that information as well. We get really into that detail in Mural. And you can imagine for, you know, a campaign or even just, like a team like let's talk about the content team. You can imagine for 1 campaign, they'll have 1 mural with all of their social content, all of the editing that's gotta be done, final product. You sort of see the entire life cycle of something going from start to finish in a mural. We put it and centralize it all in the mural. Alrighty. Alright. Well, I think that wraps up our time together. It's lovely spending time with you, Jessica, and seeing you all here today. Yeah. It was so much fun. Thank you. Thanks, everyone. We'll stick around for another minute. Bye. Thank you. Bye.