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Social Media & The Modern CMO
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Social Media & The Modern CMO

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  • 1. Social Media & the modern CMO Findings for IBM
  • 2. Methodology • The research study looked at 400+ CMOs • LinkedIn connections, Twitter activity, YouTube presence were evaluated, among other criteria • CMO list provided by IBM • CMOs using social media for personal reasons were ignored in the statistical analysis
  • 3. HOW POPULAR & CONNECTED ARE CMOS?  Insights into Twitter followings  A look at LinkedIn Activity  A study of Klout scores  Comparing Thought-leaders versus Professionals
  • 4. CMOs and • The majority of CMOs (61%), even though they have their own Twitter handle, aren’t very active on it! • No correlation between number of Twitter followers and connections on LinkedIn, or participation on YouTube • Retail (10), Electronics (9), Finance/Insurance (7), Consumer products (5), Media & Entertainment (5) – highest number of CMOs having their own handle 14% 25% 61% CMOs using own Twitter handle for professional tweets >10,000 followers 500 to 10,000 followers <500 followers
  • 5. CMOs are • CMOs average 228 connections, from a lifetime of corporate experience. » The average number of connections for all LinkedIn users is 20. • No correlation between number of connections and followers on Twitter. Some CMOs are very active in LinkedIn and not even on Twitter. • All CMOs who have won Marketing awards have 500+ connections on LinkedIn
  • 6. Who has ? FACT: • The average Klout score is 20, and it gets exponentially difficult to get a higher score FINDINGS: • 30% of CMOs who use their own Twitter handle for professional/thought-leadership have a Klout score of 40 and higher • 67% of corporate Twitter handles have a Klout score of 40 and higher INSIGHT: • It is much harder for an individual to gain a higher Klout score, than an army of social media professionals working under a corporate handle. • Klout by itself is a poor measure of actual social influence by a CMO.
  • 7. Thought leaders vs. professional • Thought leaders have a lot of LinkedIn connections, over two-thirds had 500+ • Thought leaders on LinkedIn Group usually belong to multiple groups. • Higher participation in LinkedIn by thought-leaders than professionals. • CMOs who are thought leaders are more likely to appear in YouTube videos, win Marketing awards, than professionals 59% 37% 68% 43% 9% 9% 0% 20% 40% 60% 80% 100% LinkedIn Groups YouTube Marketing Awards Participation Rates Thought-leaders Participation Rates Professionals
  • 8. Thoughtleadersand ProfessionalCriteria • Thought Leader: - Tweets about industry trends and practices - Tweets revolve around their field of expertise - Tweets are more personable, making it easier for everyday users to relate, engage and ask questions • Professional: - Tweets about company events and news - Tweets about profession and industry - Tweets are geared toward company objectives
  • 9. CATEGORIZING SOCIAL  Definitions  Industry analysis  Breakdown of professional versus thought-leader
  • 10. Categorization Butterfly 1. > 10,000 followers on Twitter 2. >500 connections on LinkedIn 3. Very active in social media, “gets it” 4. *Social score of 6 Caterpillar 1. 500 to 10,000 followers on Twitter 2. 100 to 500 connections on LinkedIn 3. Somewhat active in social media, starting to engage 4. *Social score of 4 or 5 Wallflower 1. < 500 followers on Twitter 2. <100 connections on LinkedIn 3. Not active in social media, barely engaging 4. *Social score of 2 or 3 23% 65% 12% 0% 20% 40% 60% 80% 100% Wallflower (2,3) Catterpillar (4,5) Butterfly (6) CMO use of social media *Click here for definition of social score
  • 11. Investigating differences by industry 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Consumer products Education Electronics Finance Healthcare Media Retail Telecom Travel Butterfly Catterpillar Wallflower
  • 12. Social Butterflies • Social butterflies tend to be more socially active within the retail or media/entertainment industries where interactions with customers happens often and requires constant monitoring. • They typically belong to groups such as Forbes CMO network and Chief Marketing Office (CMO) Network - #1 Group for CMOs. • This group typically have an above 45 Klout Score, have +500 plus LinkedIn connections and over +10,000 followers on Twitter. 90% 10% Butterfly (6) Professional Thought-leader 5% 0% 7% 3% 0% 12% 14% 5% 3% Butterflies by Industry
  • 13. Social Caterpillars • Caterpillars are very concentrated around the consumer products, or in retail industries. Where they may be struggling to find a voice and master all social media channels. • They typically are in marketing groups like the CMO club or Social Media Marketing on LinkedIn. • The caterpillar has a medium Klout score of 35, is active on LinkedIn and also has a moderate following average of a few thousand followers. 14% 1% 10% 23% 9% 8% 26% 4% 5% Catterpillars by Industry 87% 13% Catterpillar (4,5) Professional Thought-leader
  • 14. Social Wallflowers 5% 0% 10% 29% 0% 9% 21% 3% 7% Wallflowers by Industry 88% 12% Wallflower (2,3) Professional Thought-leader • In the financial, retail industries there are a concentration of wallflowers who are slow adopters. They may still be spending there time on the traditional approach to business and marketing or are cautious about stepping into the social world. • The typical Wallflower may only join a select group or two, which may be there school alumni or favorite networking group. • A Wallflower is a very slow adopter, they may not have updated their LinkedIn profile and aren’t tweeting often. They simply don’t spend time managing their social presence.
  • 15. • CMOs were scored according to the number of followers and connections they had: • Twitter (uses personal or corporate handle): - >10,000 followers = 3 points - 500 to 10,000 followers = 2 points - <500 followers = 1 point • LinkedIn - >500 connections = 3 points - 101 to 500 connections = 2 points - <101 connections = 1 point • The points were then added together to give each CMO a social score between 2 to 6 Social Score
  • 16. WHAT YOU NEED TO KNOW ABOUT CMOS Most popular groups on LinkedIn Top universities attended Characteristics of the “TOP CMOs on Twitter” The difference between socially active CMOs (20%) and all other CMOs
  • 17. Most Popular Groups in Group name # of CMOs participating Chief Marketing Office (CMO) Network - #1 Group for CMOs 22 Forbes CMO Network 20 The CMO Club 18 Social Media Marketing 13 *Social executive council 9 *The variance in the number of members drops off around the 5th group. And we start seeing many LinkedIn Groups with a single digit number of members.
  • 18. Most Popular Universities Attended University attended # of CMOs Harvard 21 Kellogg/Northwestern 20 Stanford 10 Michigan 7 There are lots of universities with 5 or 6 CMO grads. So only the top 4 universities are listed above. The next bracket of universities attended include: Cornell, Queens, Western, New York, etc.
  • 19. The Top CMOs on Twitter • 304,036 Twitter followers, among 20 people • 80% have over 500 followers on LinkedIn • A third have an IT background • Half of this group have a speaking or interviewing role in a YouTube video • Most have been in the current role at least 2 years
  • 20. Optimized Versus Non Optimized • 20% of CMOs studied are socially visible. They have:  A high degree of activity in discussions and groups  Are active in building Connections and Followers  Have a complete LinkedIn profile  Added descriptions/tags to videos on YouTube  Easy to find in online – high presence • 80% of CMOs are not socially visible. x LinkedIn or Twitter profiles are not complete x Are not publishing or bookmarking content x Not spending time daily on social media