How Social Are Forbes / Appinions "World's Most Influential CMO's"???
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How Social Are Forbes / Appinions "World's Most Influential CMO's"???

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On October 3, 2013 Forbes and Appinions published a list of “The Most Influential CMOs”. 66 CMOs were rank listed as being the “World’s Most Influential CMOs” ...

On October 3, 2013 Forbes and Appinions published a list of “The Most Influential CMOs”. 66 CMOs were rank listed as being the “World’s Most Influential CMOs”

This research was conducted to understand whether or not the 2013 Forbes / Appinions list of the “World’s Most Influential CMOs” were active on social media sites and platforms.

Research questions explored were:
- Do they have a LinkedIn and/or Twitter accounts?
- If so, what type of reach do they have on those accounts?
- How active are they?
- Do they have an active public blog?

The research was conducted the December 7-10, 2013

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How Social Are Forbes / Appinions "World's Most Influential CMO's"??? Presentation Transcript

  • 1. Contact: Bill Chamberlin, Principal Client Research Analyst 11Dec2013 Forbes / Appinions “World’s Most Influential CMOs” How Socially Enabled Are They? © 2012 IBM Corporation
  • 2. IBM Market Development & Insights About This Research This research was conducted to understand whether or not the 2013 Forbes / Appinions list of the “World’s Most Influential CMOs” were active on social media sites and platforms. Research questions explored were: – Do they have a LinkedIn and/or Twitter accounts? • If so, what type of reach do they have on those accounts? • How active are they? – Do they have an active public blog? The research was conducted the December 7-10, 2013 using free social search and analytic tools. 2 12Dec2013 World’s Most Influential CMOs: How Socially Enabled Are They? © 2012 IBM Corporation
  • 3. IBM Market Development & Insights About Forbes / Appinons “World’s Most Influential CMO’s” List  On October 3, 2013 Forbes and Appinions published a list of “The Most Influential CMOs”.  About the report and research: – 66 CMOs were rank listed as being the “World’s Most Influential CMOs” – CMOs from the Forbes 500 were identified and ranked based on the number of mentions of their name in the media over a 60 day period from July 27 – Sept. 24, 2013 – CMOs were found to be influential within topics that were important to their business or industry http://www.forbes.com/sites/jenniferrooney/201 3/10/03/the-worlds-most-influential-cmos/ 3 12Dec2013 World’s Most Influential CMOs: How Socially Enabled Are They? © 2012 IBM Corporation
  • 4. IBM Market Development & Insights The 2013 Forbes / Appinions “Most Influential CMOs” list Source: http://www.appinions.com/wp-content/uploads/2013/10/CMO-Influence-Report_2013.pdf 4 12Dec2013 World’s Most Influential CMOs: How Socially Enabled Are They? © 2012 IBM Corporation
  • 5. IBM Market Development & Insights Summary Finding: Only a fraction of the 66 CMOs on the Forbes “World’s Most Influential CMOs” have presence on social platforms While almost half of the 66 are actively building their network on LinkedIn, 24 (34%) have less than 3 connections on LinkedIn Only 14 (21%) are both active on Twitter and have over 1,000 followers CMO’s Twitter Followers CMO’s Linkedin Connections Only 12 (18%) have a blog and only 4 (6%) have posted in the past two months CMO’s Blogging Activity 60 35 35 30 30 50 25 25 40 20 20 30 15 15 20 10 10 10 5 5 0 0 500+ 275-499 20-122 1-2 # of Linkedin Connections 0 0 10,000+ 1-10k 100-1k <100 # of Twitter Followers 0 Last 2 In 2013 In 2012 Never months Date of Last Blog Post Source: MD&I Social Insights 5 12Dec2013 World’s Most Influential CMOs: How Socially Enabled Are They? © 2012 IBM Corporation
  • 6. IBM Market Development & Insights About half of the “World’s Most Influential CMOs” are actively building their network on LinkedIn CMOs with over 500 LinkedIn Connections Forbes Rank 3 9 10 13 14 17 18 19 23 24 25 28 32 33 37 41 42 43 44 45 49 51 54 55 57 61 63 64 65 66 6 LinkedIn Andy Palmer Anand Chandrasekher Michael Sprague Mike Accavitti Helena Foulkes Steve Shannon Jeremy Burton Jonathan Becher Neil Golden Paul Chibe Marc Speichert John Boynton Michael Zuna Simon Lowden Beth Comstock Jeff Charney Jeff Jones Dario Spina Karen Quintos Matt Atkinson Judy Hu Johan Buse Kim Sharan Alan Gershenhorn Jon Iwata Henry Gomez Mark Addicks Syl Saller Richelle Parham Mark Buckman 12Dec2013 Title & Company LI Conn. Nissan 500 Qualcomm 500 Kia 500 Honda 500 CVS 500 Hyundai 500 EMC 500 SAP 500 (left McDonald's Sept 2013) 500 Anheuser-Busch 500 L'Oreal 500 Rogers 500 Aflac 500 PepsiCo 500 GE 500 Progressive 500 Target 500 Viacom 500 Dell 500 Tesco 500 Bank of NY Mellon 500 Singtel 500 Ameriprise 500 UPS 500 IBM 500 HP 500 General Mills 500 Diageo 500 eBay 500 Telstra 500 World’s Most Influential CMOs: How Socially Enabled Are They? CMOs not active on LinkedIn Forbes Rank LinkedIn 5 22 7 53 40 12 4 29 6 8 26 30 39 46 59 1 2 11 15 16 21 27 31 36 48 50 52 56 62 LI Conn. Title & Company Tami Reller John Hayes Martine Reardon Graham Atkinson Marc Pritchard Patrice Bula Jim Farley Jamie Moldafsky Nikesh Arora Alan Batey Jim Berra Khaled ElKhouly Peter Schwarzenbauer Joseph Tripodi Cathy Coughlin Phil Schiller Younghee Lee Joachim Schmidt Jerome Stoll Iain Conn Jeffrey Hirsch Bernhard Maier Alain Visser Camille Lee Christian Klingler Reinhold Huber Michael Hagspihl Michael Bair Ken Dixon Microsoft American Express Macys Walgreens P&G Nestlé Ford Wells Fargo Google GM Carnival Etisalat BMW Coca-Cola AT&T Apple Samsung Daimler (Retired Sept 2013) Renault BP Time Warner Cable Porsche Volvo Novo Nordisk Volkswagon Group Lufthansa Deutsche Telekom Boeing (retired Nov2013) Verizon Source: MD&I Social Insights 122 85 75 68 58 20 2 2 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 © 2012 IBM Corporation
  • 7. IBM Market Development & Insights While 50% of the “World’s Most Influential CMOs” have Twitter IDs. Only 14 are actually active and have a large # of followers CMOs with Twitter IDs Forbes Ranking 1 37 6 42 19 44 57 63 34 18 45 32 13 21 47 24 9 65 41 61 55 17 66 25 40 58 49 23 26 7 14 54 51 7 LinkedIn Phil Schiller Beth Comstock Nikesh Arora Jeff Jones Jonathan Becher Karen Quintos Jon Iwata Mark Addicks Christa Carone Jeremy Burton Matt Atkinson Michael Zuna Mike Accavitti Jeffrey Hirsch Keith Weed Paul Chibe Anand Chandrasekher Richelle Parham Jeff Charney Henry Gomez Alan Gershenhorn Steve Shannon Mark Buckman Marc Speichert Marc Pritchard Brian Gouldie Judy Hu Neil Golden Jim Berra Martine Reardon Helena Foulkes Kim Sharan Johan Buse 12Dec2013 Title & Company Apple GE Google Target SAP Dell IBM General Mills Fidelity (left Xerox Sept-13) EMC Tesco Aflac Honda Time Warner Cable Unilever Anheuser-Busch Qualcomm eBay Progressive HP UPS Hyundai Telstra L'Oreal P&G MTN Group Bank of NY Mellon (left McDonald's Sept-13) Carnival Macys CVS Ameriprise Singtel CMOs without Twitter IDs Twitter pschiller bethcomstock nikesharora jjones jbecher KarenDellCMO coastw MarkAddicks ChristaCarone jburton mattieatkinson mzuna MikeAccavitti JeffreyAHirsch kcfw paulchibe01 achandrasekher RichelleParham jeffcharney magicgus AlanGershenhorn SteveTShannon markhiltonbuck speichert PGCMO briang_jozi JudyLHu nbgolden jbnmiami y000m2r HelenaBFoulkes kims1020 johanbusy Followers 112530 25699 17351 11070 10103 9209 8840 3544 3411 3291 1709 1321 1107 980 960 862 843 764 495 470 387 332 296 292 123 110 102 98 85 74 67 54 11 World’s Most Influential CMOs: How Socially Enabled Are They? Tweets LastTweet 210 Dec-13 1490 Dec-13 1113 Dec-13 3655 Dec-13 3922 Dec-13 326 Dec-13 722 Dec-13 1679 Dec-13 2369 Dec-13 1780 Dec-13 1164 Dec-13 606 Dec-13 809 Dec-13 573 Dec-13 31 Nov-13 1325 Dec-13 358 Dec-13 280 Nov-13 2 Protected 1084 Dec-13 36 Dec-13 139 Dec-13 69 Sep-13 86 Nov-13 0 Never 69 Oct-13 118 Aug-12 2 Dec-11 6 Nov-12 2 Apr-09 20 Jul-13 1 Jun-10 0 never Forbes Ranking LinkedIn 2 3 4 5 8 10 11 12 15 16 20 22 27 28 29 30 31 33 35 36 38 39 43 46 48 50 52 53 56 59 60 62 64 Younghee Lee Andy Palmer Jim Farley Tami Reller Alan Batey Michael Sprague Joachim Schmidt Patrice Bula Jerome Stoll Iain Conn Tim Mapes John Hayes Bernhard Maier John Boynton Jamie Moldafsky Khaled ElKhouly Alain Visser Simon Lowden Vinoo Vijay Camille Lee Jennifer Powell Peter Schwarzenbauer Dario Spina Joseph Tripodi Christian Klingler Reinhold Huber Michael Hagspihl Graham Atkinson Michael Bair Cathy Coughlin Robert Mead Ken Dixon Syl Saller Source: MD&I Social Insights Title & Company Samsung Nissan Ford Microsoft GM Kia Daimler (Retired Sept 2013) Nestlé Renault BP Delta American Express Porsche Rogers Wells Fargo Etisalat Volvo PepsiCo TD Bank Group Novo Nordisk US Bancorp BMW Viacom Coca-Cola Volkswagon Group Lufthansa Deutsche Telekom Walgreens Boeing (retired Nov2013) AT&T Aetna Verizon Diageo © 2012 IBM Corporation
  • 8. IBM Market Development & Insights Only 12 of the “World’s Most Influential CMO’s” have a blog and of those, only 4 have posted in the past two months CMOs who have blogged Forbes Ranking LinkedIn Company Last Blog post Blog 19 Jonathan Becher SAP http://jonathanbecher.com/ Dec-13 63 Mark Addicks General Mills http://markaddicks.com/ Dec-13 32 Michael Zuna Aflac http://smallbiztrends.com/author/michael-zuna Nov-13 47 Keith Weed Unilever http://keithweed.blogspot.com/ Nov-13 34 Christa Carone Fidelity (left Xerox Sept-13) http://www.forbes.com/sites/christacarone/ Oct-13 59 Cathy Coughlin AT&T http://blogs.att.net/consumerblog/blogger/a7790052 Oct-13 45 Matt Atkinson Tesco https://www.tescoplc.com/talkingshop/index.asp?authorprofile=290 Sep-13 57 Jon Iwata IBM http://www.awpagesociety.com/author/iwataus-ibm-com/ Sep-13 33 Simon Lowden PepsiCo http://performancenotes.pepsicoblogs.com/author/simonlowden/ Jul-13 18 Jeremy Burton EMC http://pulseblog.emc.com/author/jeremy-burton/ May-13 20 Tim Mapes Delta http://takingoff.delta.com/ May-13 37 Beth Comstock GE http://www.huffingtonpost.com/beth-comstock Feb-12 Source: MD&I Social Insights 8 12Dec2013 World’s Most Influential CMOs: How Socially Enabled Are They? © 2012 IBM Corporation
  • 9. IBM Market Development & Insights The Forbes / Appinions ranking is loosely correlated to the number of web documents found during a Google search for the CMO’s name* Forbes Ranking 1 3 6 27 5 4 48 42 9 13 39 62 61 11 37 8 56 10 29 22 25 44 59 28 47 52 18 19 50 26 40 57 14 LinkedIn Title & Company Phil Schiller Apple Andy Palmer Nissan Nikesh Arora Google Bernhard Maier Porsche Tami Reller Microsoft Jim Farley Ford Christian Klingler Volkswagon Group Jeff Jones Target Anand Chandrasekher Qualcomm Mike Accavitti Honda Peter Schwarzenbauer BMW Ken Dixon Verizon Henry Gomez HP Joachim Schmidt Daimler (Retired Sept 2013) Beth Comstock GE Alan Batey GM Michael Bair Boeing (retired Nov2013) Michael Sprague Kia Jamie Moldafsky Wells Fargo John Hayes American Express Marc Speichert L'Oreal Karen Quintos Dell Cathy Coughlin AT&T John Boynton Rogers Keith Weed Unilever Michael Hagspihl Deutsche Telekom Jeremy Burton EMC Jonathan Becher SAP Reinhold Huber Lufthansa Jim Berra Carnival Marc Pritchard P&G Jon Iwata IBM Helena Foulkes CVS Google Search Results 348000 165000 150000 118000 89200 80900 76200 72800 71300 70600 59800 51200 50800 42400 42300 38000 36400 34500 33300 31300 28400 26900 25700 23800 21800 20500 19100 18300 18100 17200 16700 14300 13900 Forbes Ranking 16 2 54 32 17 12 53 7 46 15 23 31 55 24 45 65 49 21 20 63 64 36 58 51 35 30 43 33 41 66 38 60 34 LinkedIn Iain Conn Younghee Lee Kim Sharan Michael Zuna Steve Shannon Patrice Bula Graham Atkinson Martine Reardon Joseph Tripodi Jerome Stoll Neil Golden Alain Visser Alan Gershenhorn Paul Chibe Matt Atkinson Richelle Parham Judy Hu Jeffrey Hirsch Tim Mapes Mark Addicks Syl Saller Camille Lee Brian Gouldie Johan Buse Vinoo Vijay Khaled ElKhouly Dario Spina Simon Lowden Jeff Charney Mark Buckman Jennifer Powell Robert Mead Christa Carone Title & Company BP Samsung Ameriprise Aflac Hyundai Nestlé Walgreens Macys Coca-Cola Renault (left McDonald's Sept 2013) Volvo UPS Anheuser-Busch Tesco eBay Bank of NY Mellon Time Warner Cable Delta General Mills Diageo Novo Nordisk MTN Group Singtel TD Bank Group Etisalat Viacom PepsiCo Progressive Telstra US Bancorp Aetna Fidelity (left Xerox Sept 2013) Google Search Results 13000 12500 12500 10500 9970 8820 8720 7960 7510 7230 7150 6650 6220 5970 5970 5470 5150 4800 4600 3800 3760 3700 2820 2620 2550 2200 2160 2140 2140 2130 2060 1970 1370 Source: MD&I Social Insights * 9 12Dec2013 Google search results when searching for exec name associated with company name World’s Most Influential CMOs: How Socially Enabled Are They? © 2012 IBM Corporation