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A CMO's Guide to Social Media: How Social Media is Shaping Your Leadership Opportunities
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A CMO's Guide to Social Media: How Social Media is Shaping Your Leadership Opportunities

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A call to CMOs to step up to the challenge of 21st Century Marketing, becoming true business leaders through the disruptive force and inherent power of social web. Presented to the CMO Club in …

A call to CMOs to step up to the challenge of 21st Century Marketing, becoming true business leaders through the disruptive force and inherent power of social web. Presented to the CMO Club in Washington DC, June 22, 2009.

Published in: Business, Technology

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  • 1. A CMO’s Guide to Social Media
    How Social Media is Shaping Your Leadership Opportunity
    Presented to The CMO CLUB
    June 22, 2009
  • 2. Social Media is Changing Marketing
    Speed of change is on HIGH
    Advertising moving online and becoming less effective
    Social Marketing is in the experimental phase
    6/26/2009
    (c) 2009 Magus Consulting llc
    2
  • 3. CMOs are Under Pressure
    6/26/2009
    (c) 2009 Magus Consulting llc
    3
    Let’s start a blog!
    Should we be on Facebook?
    Do we have to offer everything for free?
    Why aren’t we Tweeting?
  • 4. Understanding What’s Really Going On
    Power shifts are underway
    The tools and trends that make us vulnerable offer us opportunity to become stronger businesses
    You shape your brand identity through your response to the social market
    6/26/2009
    (c) 2009 Magus Consulting llc
    4
    Social Media is much, much more than a new marketing channel
  • 5. Trend #1: Power Shifts
    The “marketing voice” and megaphone style are not trusted
    6/26/2009
    (c) 2009 Magus Consulting llc
    5
    Individuals have unprecedented communications power
  • 6. Trend #2: New Opportunities
    Tools and trends of the power shift are available to companies
    More intimate customer relationship marketing is possible
    Streamlined business models (e.g. Crowdsourcing, the Free Economy and Long Tail niche marketing)
    6/26/2009
    (c) 2009 Magus Consulting llc
    6
  • 7. Trend #3: You shape your brand identity through your response to the social market
    Fakers are penalized
    Transparency (and humility) are rewarded
    Authenticity is identity
    Beyond ‘brand management’
    6/26/2009
    (c) 2009 Magus Consulting llc
    7
  • 8. Social Leadership Strategies
    Develop meaningful customer relationships throughout the entire customer lifecycle
    Manage the brand, brand experience and even brand co-creation
    Nurture the dynamic brand identity
    6/26/2009
    (c) 2009 Magus Consulting llc
    8
    Social marketing requires business leadership
  • 9. CMO Strategy #1: Use social strategies to develop meaningful customer relationships throughout the entire customer lifecycle
    Develop a “whole elephant” perspective on the customer
    Develop “whole customer” strategies at every stage of the relationship
    Put your company in true relationship with the customer
    6/26/2009
    (c) 2009 Magus Consulting llc
    9
    “The Blind Company and the Elephant” – a retelling
    customer
    Customer Service says it’s a pillar (satisfaction score)
    Finance says it’s a hose (revenue source)
    Marketing says it’s an elephant
  • 10. CMO Strategy #2: Use social strategies to manage the brand, brand experience and even brand co-creation
    Your brand is your customer’s experience with your company, which leads to how they talk about it to others
    Involve your customers and employees in the social experience of creating your success through product development, customer service, partner collaboration etc.
    6/26/2009
    (c) 2009 Magus Consulting llc
    10
  • 11. CMO Strategy #3: Use social strategies to nurture dynamic brand identity
    Transparency is key to reputation management
    Authenticity is key to relationship management
    But they are not enough…..
    Values are key to dynamic brand identity
    6/26/2009
    (c) 2009 Magus Consulting llc
    11
    Your brand is now what you do,
    not what you say you do.
  • 12. Get out there and lead!
    Thank you!
    Dana Theus, Principal
    dtheus@magusconsulting.com
    703-2369-5000
    6/26/2009
    (c) 2009 Magus Consulting llc
    12
    Read the accompanying article with over 45 reference links
    on www.Member-to-Member.com (click on Social Media 101)

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