B2 B Marketing Excellence Cmo Guide To Social Media


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An executive overview of the opportunities for marketing leadership in social media. Correlates with article featuring 45+ links at http://bit.ly/bs3Xlb.

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  • B2 B Marketing Excellence Cmo Guide To Social Media

    1. 1. A CMO’s Guide to Social Media How Social Media is Shaping Your Leadership Opportunity Presented by Dana Theus The CMO CLUB Washington, DC June 22, 2009 Read the accompanying article with over 45 reference links and examples.
    2. 2. Social Media is Changing Marketing <ul><li>Speed of change is on HIGH. </li></ul><ul><li>Advertising is moving online and becoming less effective. </li></ul><ul><li>Social Marketing is in the experimental phase. </li></ul>03/10/10
    3. 3. CMOs are Under Pressure 03/10/10 Let’s start a blog! Why aren’t we Tweeting? Should we be on Facebook? Do we have to offer everything for free?
    4. 4. Understanding What’s Really Going On <ul><li>Takeaways </li></ul><ul><ul><li>Power shifts are underway. </li></ul></ul><ul><ul><li>The tools and trends that make us vulnerable offer us opportunity to become stronger businesses. </li></ul></ul><ul><ul><li>You shape your brand identity through your response to the social market. </li></ul></ul>03/10/10 Social Media is much, much more than a new marketing channel
    5. 5. Trend #1 : Power Shifts <ul><li>The “marketing voice” and megaphone style are not trusted. </li></ul>03/10/10 Individuals have unprecedented communications power.
    6. 6. Trend #2 : New Opportunities <ul><li>Tools and trends of the power shift are available to companies. </li></ul><ul><li>More intimate customer relationship marketing is possible. </li></ul><ul><li>Business models are becoming streamlined. (e.g. Crowdsourcing, the Free Economy and Long Tail niche marketing) </li></ul>03/10/10
    7. 7. Trend #3 : New Opportunities to Shape Your Brand Identity in Response to the Social Market <ul><li>Fakers are penalized. </li></ul><ul><li>Transparency (and humility) are rewarded. </li></ul><ul><li>Authenticity is identity. </li></ul><ul><li>You don’t manage your authentic identity. You are it, as demonstrated by the totality of your communications and behaviors. </li></ul>03/10/10
    8. 8. CMO Social Leadership Strategies <ul><li>#1. Develop meaningful customer relationships throughout the entire customer lifecycle. </li></ul><ul><li>#2. Manage the brand, brand experience and even brand co-creation. </li></ul><ul><li>#3. Nurture the dynamic brand identity. </li></ul>03/10/10 Social marketing requires business leadership
    9. 9. CMO Strategy #1 : Use Social Strategies to Stay in Touch With Customers Throughout the Customer Lifecycle <ul><li>Develop a “whole customer” perspective on the customer. </li></ul><ul><li>Develop “whole customer” strategies at every stage of the relationship. </li></ul><ul><li>Put your company in a true relationship with the customer. </li></ul>03/10/10 Customer Service says it’s a satisfaction score. Finance says it’s a revenue source. Sales says it’s a lead. Marketing says he’s a customer.
    10. 10. CMO Strategy #2 : Use Social Strategies to Manage Brand, Brand Experience, and Even Brand Co-creation <ul><li>Your brand is your customer’s experience with your company, which leads to how they talk about it to others. </li></ul><ul><li>Involve your customers and employees in the social experience of co-creating your success with you through product development, customer service, partner collaboration, etc. </li></ul>03/10/10
    11. 11. CMO Strategy #3 : Use Social Strategies to Nurture Dynamic Brand Identity <ul><li>Transparency is key to reputation management. </li></ul><ul><li>Authenticity is key to relationship management. </li></ul><ul><li>But they are not enough….. </li></ul><ul><li>Values are key to a dynamic brand identity that allows your entire organization to be in relation to your stakeholders appropriately throughout the customer and product lifecycles. </li></ul>03/10/10 Now your brand is what you do , not what you say you do.
    12. 12. Summary: Social Media is More than Just Another Communications Channel <ul><li>What's Really Going On : </li></ul><ul><li>Power shifts between individuals and organizations are underway and irrevocable. </li></ul><ul><li>Your company can use these shifts to its advantage, and for more than the marketing mix. </li></ul><ul><li>Market demands for authenticity and transparency are deeper than PR tactics can resolve. </li></ul><ul><li>Social Marketing Requires Business Leadership </li></ul><ul><li>CMO’s need to become the company leader in developing a holistic customer relationship strategy. </li></ul><ul><li>Don't just manage the brand, manage the brand experience and even its co-creation. </li></ul><ul><li>Nurture the dynamic brand identity through customer relationships and company behavior. </li></ul><ul><li>Your brand is now what you do , not what you say you do. </li></ul>03/10/10
    13. 13. Meet the Principals <ul><li>Marybeth Fraser and Dana Theus </li></ul><ul><ul><li>B2B and B2G Marketing Executives </li></ul></ul><ul><ul><ul><li>Twenty-plus years in the industry </li></ul></ul></ul><ul><ul><ul><li>Fortune 500 and startup companies, associations, and nonprofits </li></ul></ul></ul><ul><ul><ul><li>High tech, government contractors, and software </li></ul></ul></ul><ul><ul><ul><li>Industry awards and recognition </li></ul></ul></ul><ul><ul><li>Executive Strategic Marketing Consultants </li></ul></ul><ul><ul><ul><li>Marketing, branding, integrated strategic communications </li></ul></ul></ul><ul><ul><ul><li>Business strategy and social media </li></ul></ul></ul><ul><ul><ul><li>Corporate strategies </li></ul></ul></ul><ul><ul><ul><li>Product marketing and launches </li></ul></ul></ul><ul><ul><ul><li>Website planning and development </li></ul></ul></ul><ul><ul><ul><li>Proposal messaging, evaluations, and reviews </li></ul></ul></ul>
    14. 14. B2B Marketing Excellence Consulting Services <ul><li>Executive Marketing </li></ul><ul><li>Corporate Strategy </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Product Strategy </li></ul><ul><li>Partnership Strategy and Negotiation </li></ul><ul><li>Product Launch Planning </li></ul><ul><li>Executive Tools and Methodologies </li></ul><ul><li>Strategic Planning </li></ul><ul><li>Brand Governance </li></ul><ul><li>Executive Facilitation </li></ul><ul><li>Brand Strategy Template </li></ul><ul><li>Collateral Map </li></ul><ul><li>Positioning Template </li></ul><ul><li>Creative Brief </li></ul><ul><li>Messaging Hierarchy </li></ul><ul><li>Brand Architecture </li></ul><ul><li>Metrics </li></ul><ul><li>Branding </li></ul><ul><li>Asset Brand SM Program </li></ul><ul><li>Brand Advisory Services </li></ul><ul><li>Brand Strength Assessment </li></ul><ul><li>Brand Strategy  </li></ul><ul><li>Strategic Brand Platform </li></ul><ul><ul><li>Visual </li></ul></ul><ul><ul><li>Verbal </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><li>Go-To-Market Strategy </li></ul><ul><li>Positioning </li></ul><ul><li>Messaging  </li></ul><ul><li>Brand Hierarchy </li></ul><ul><li>Product Branding </li></ul><ul><li>Integrated Communications </li></ul><ul><li>Strategic Communications </li></ul><ul><li>Integrated Communications Plans </li></ul><ul><li>Social Media/Web 2.0 Strategies </li></ul><ul><li>Web Site Planning and Management </li></ul><ul><li>Collateral Planning and Management </li></ul><ul><li>Messaging and Positioning </li></ul><ul><li>Proposal Support </li></ul>
    15. 15. Contact Us for a Custom Proposal <ul><li>www.B2BMarketingExcellence.com </li></ul><ul><li>Marybeth Fraser </li></ul><ul><li>[email_address] </li></ul><ul><li>703-798-1803 </li></ul><ul><li>Dana Theus </li></ul><ul><li>[email_address] </li></ul><ul><li>703-236-5000 </li></ul>Read the accompanying article with over 45 reference links and examples.