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Copyright © 2013 Appinions. All rights reserved.

1
Methodology
This report is based on 60 days of data taken between July 27 and September 24, 2013. Our 2012 CMO
Influence S...
How Appinions Analyzes Influence
What is an Influencer?
Appinions defines an influencer as a person, brand or company that...
In This Study
Page 5: CMO Influence Analysis
This report is based on the Forbes Global 500 list of the biggest public comp...
CMO Influence Analysis
This report is based on the Forbes Global 500 list of the biggest public companies. Given the bread...
More CMOs are finding their voice in 2013
2012

2013

Forbes Top 100 U.S. Companies

Forbes Top 100 U.S. Companies

100

1...
In the Global 500, 66 CMOs stand out
as influencers
2013
Forbes Top 500 Global Companies

500
Influential CMOs

66
For our...
The World’s Most Influential CMOs
Rank

Name

Company

Rank

Name

Company

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
1...
Influential CMOs from outside the
Forbes Global 500 list
Rank

Name

Company

1

Kathy Savitt

Yahoo

2

Mike Sievert

T-M...
Influence is about action; these are the opinions
from the top 10 CMO influencers which drove the
most action
Rank

CMO

B...
Key Influencers on Marketing
Topics
Appinions analyzed all opinions associated with three key marketing topics to determin...
Inside the mind of the CMO
Big Data, Cloud, and Mobile Marketing are the emerging topics of 2013

Mobile Solutions

Androi...
Key Marketing Topic: Social Media

Nate Elliott

Principal Analyst, Forrester
Research

Scott Monty

Global Head of Social...
Key Marketing Topic: Mobile Marketing

VP, Communications,
eMarketer

Rohit Dadwal

Managing Director, mobile
Marketing As...
Key Marketing Topic: Marketing + Big Data / Analytics / Cloud

CEO, ExactTarget and
Salesforce Marketing Cloud

Martin Sor...
Company Influence Analysis
To identify who the influencers are for the most influential companies, Appinions created a top...
CMO Influence is More Prevalent Among the Top
25 Most Influential Companies [1-25]
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
1...
CMO Influence is More Prevalent Among the Top
25 Most Influential Companies [25-50]
Rank
26
27
28
29
30
31
32
33
34
35
36
...
Appendix A
Top 66 Most Influential Marketing
Executive Profiles
These influence scorecards rank the CMOs in overall influe...
“

Most “actioned” opinion:
iPhone 5s is the most forward-thinking smartphone in the
world, delivering desktop class archi...
“

Most “actioned” opinion:
Nissan Motor Co. pledges that we will be ready to bring multiple
affordable, energy efficient,...
“

Most “actioned” opinion:
Tami Reller, the executive vice president for Microsoft in charge of
Windows, said that Micros...
“

#7 most influential CMO
#1 most influential on MACY’S

Macy’s

“
GENERAL MOTORS

As an omnichannel retailer, we strive ...
“

Most “actioned” opinion:
We hope this arrangement [Formula E Holdings] will leverage
mobile technology to enhance the f...
“

Most “actioned” opinion:
The new S-Class was received enthusiastically in the market and
perfectly lives up to its role...
“

Most “actioned” opinion:
Even before it hits showrooms this fall, the Accord Hybrid is
already surpassing the competiti...
“

Most “actioned” opinion:
Renault is targeting 55-60 percent of sales outside Europe as
part of the second tranche of it...
“

Most “actioned” opinion:
The Super Bowl is the ultimate stage for showcasing the Hyundai
brand and our vehicles. – via ...
“

Most “actioned” opinion:
SAP CMO Jonathan Becher often talks about the art of
storytelling as a way to humanize the bra...
“

Most “actioned” opinion:
What I love about this campaign is that while it is carved out of
multicultural insights, it h...
“

Most “actioned” opinion:
While no official changes have been made to our current Dollar
Menu, we continue to evaluate a...
“

Most “actioned” opinion:
L’Oréal has more conversations about the mix of online and
offline data and how that’s impacti...
“

Most “actioned” opinion:
Korea is a strong market in Asia with enthusiastic sports car fans
and solid sales along all P...
“

Most “actioned” opinion:
A lot of the product innovation is going to happen in the white
space that's between products ...
“

Most “actioned” opinion:
This, together with our own studies of people's views of Volvo
Cars, becomes a valuable base f...
“

Most “actioned” opinion:
This gives us a whole season to get behind [the Superbowl…]
Time is always our friend. The mor...
“

Most “actioned” opinion:
We are always proud when we are recognized for our focus on
the customer. Human-centric bankin...
“

Most “actioned” opinion:
With this diffusion of sensors […] a company can assemble data
so much more accurately to ’obs...
“

Most “actioned” opinion:
We have to be very careful how we develop the product portfolio
and the MINI brand.
– via Amon...
“

Most “actioned” opinion:
Making progress is about continuously sweating the details and
bringing an idea to life slowly...
“

Most “actioned” opinion:
Twitter affords a way to create inventory opportunities around
unscripted moments that go vira...
“

Most “actioned” opinion:
But Matt Atkinson, Tesco's chief marketing officer, told me that his
product would definitely ...
“

Most “actioned” opinion:
’Over half our turnover comes from emerging markets… Mobile
provides a direct means of engagem...
“

Most “actioned” opinion:
Commenting on the appointment, Judy Hu, Chief Marketing
Officer, BNY Mellon, said: ‘TBWA showe...
“

Most “actioned” opinion:
Many of our prepaid mobile customers today are active on social
media and have embraced web-ba...
“

Most “actioned” opinion:
For instance, we had developed two years ago a regional
program called Walk With Walgreens, fo...
“

Most “actioned” opinion:
Alan Gershenhorn […] talked about how they leverage the
company's unrivaled knowledge of suppl...
“

Most “actioned” opinion:
[Jon Iwata was] very impressed by the degree to which these
leading companies leverage big dat...
“

Most “actioned” opinion:
Coughlin is leading the charge for It Can Wait, which aims to
make texting and driving as soci...
“

Most “actioned” opinion:
Honored to now lead marketing as well as communications at
HP. Look forward to working more cl...
“

Most “actioned” opinion:
Thanks @MarkAddicks, SVP and CMO, General Mills for an
inspiring presentation @3M – via Twitte...
“

Most “actioned” opinion:
In designing the Feed, we mapped out the customer’s journey
toward a purchase, from the moment...
Appendix B
Influence Analysis on the Top 50 Most
Influential Companies
To identify who the influencers are for the most in...
Company Influence Rank #1

Top Internal Influencers on Google

Top External influencers on Google

Rank

Rank

Influencer
...
Company Influence Rank #2

Top Internal Influencers on Apple

Top External influencers on Apple

Rank

Influencer

Title

...
Company Influence Rank #3

Top Internal Influencers on Microsoft

Top External influencers on Microsoft

Rank

Influencer
...
Company Influence Rank #4

Top Internal Influencers on Samsung

Top External influencers on Samsung

Rank

Rank

Influence...
Company Influence Rank #5

Top Internal Influencers on Ford

Top External influencers on Ford

Rank

Rank

Influencer

Tit...
Company Influence Rank #6

Top Internal Influencers on Disney

Top External influencers on Disney

Rank

Influencer

Title...
Company Influence Rank #7

Top Internal Influencers on CBS

Top External influencers on CBS

Rank

Rank

Influencer

Title...
Company Influence Rank #8

Top Internal Influencers on GM

Top External influencers on GM

Rank

Rank

Influencer

Title

...
Company Influence Rank #9

Top Internal Influencers on Verizon

Top External Influencers on Verizon

Rank

Rank

Influence...
Company Influence Rank #10

Top Internal Influencers on Wal-Mart

Top External influencers on Wal-Mart

Rank

Rank

Influe...
Company Influence Rank #11

Top Internal Influencers on McDonalds

Top External influencers on McDonalds

Rank

Rank

Infl...
Company Influence Rank #12

Top Internal Influencers on AT&T

Top External Influencers on AT&T

Rank

Rank

Influencer

Ti...
Company Influence Rank #13

Top Internal Influencers on Intel

Top External Influencers on Intel

Rank

Rank

Influencer

...
Company Influence Rank #14

Top Internal Influencers on IBM

Top External Influencers on IBM

Rank

Rank

Influencer

Titl...
Company Influence Rank #15

Top Internal Influencers on Dell

Top External Influencers on Dell

Rank

Rank

Influencer

Ti...
Company Influence Rank #16

Top Internal Influencers on Nike

Top External Influencers on Nike

Rank

Rank

Influencer

Ti...
Company Influence Rank #17

Top Internal Influencers on BMW

Top External Influencers on BMW

Rank

Influencer

Title

Ran...
Company Influence Rank #18

Top Internal Influencers on Daimler

Top External Influencers on Daimler

Rank

Rank

Influenc...
Company Influence Rank #18

Top Internal Influencers on Oracle

Top External Influencers on Oracle

Rank

Rank

Influencer...
Company Influence Rank #20

Top Internal Influencers on Bank of America

Top External Influencers on Bank of America

Rank...
Company Influence Rank #21

Top Internal Influencers on Barclays

Top External Influencers on Barclays

Rank

Influencer

...
Company Influence Rank #21

Top Internal Influencers on Toyota

Top External Influencers on Toyota

Rank

Influencer

Titl...
Company Influence Rank #23

Top Internal Influencers on Nissan

Top External Influencers on Nissan

Rank

Rank

Influencer...
Company Influence Rank #24

Top Internal Influencers on Honda

Top External Influencers on Honda

Rank

Influencer

Title
...
Company Influence Rank #25

Top Internal Influencers on Coca-Cola

Top External Influencers on Coca-Cola

Rank Influencer
...
Company Influence Rank #26

Top Internal Influencers on Citigroup
Rank

Influencer

Title

1

Glen Yeung

Managing Directo...
Company Influence Rank #27

Top Internal Influencers on Vodafone

Top External influencers on Vodafone

Rank

Rank

Influe...
Company Influence Rank #28

Top Internal Influencers on BP

Top External influencers on BP

Rank

Rank

Influencer

Title
...
Company Influence Rank #29

Top Internal Influencers on Visa

Top External influencers on Visa

Rank

Influencer

Title

R...
Company Influence Rank #30

Top Internal Influencers on Boeing

Top External influencers on Boeing

Rank

Influencer

Titl...
Company Influence Rank #31

Top Internal Influencers on Cisco Systems

Top External influencers on Cisco Systems

Rank

Ra...
Company Influence Rank #32

Top Internal Influencers on General Electric

Top External influencers on General Electric

Ra...
Company Influence Rank #33

Top Internal Influencers on HSBC

Top External influencers on HSBC

Rank

Influencer

Title

R...
Company Influence Rank #34

Top Internal Influencers on Qualcomm

Top External influencers on Qualcomm

Rank

Rank

Influe...
Company Influence Rank #35

Top Internal Influencers on UBS

Top External influencers on UBS

Rank

Influencer

Title

Ran...
Company Influence Rank #36

Top Internal Influencers on Deutsche Bank

Top External influencers on Deutsche Bank

Rank

Ra...
Company Influence Rank #37

Top Internal Influencers on Royal Bank of Scotland

Top External influencers on Royal Bank of ...
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
Inside the Forbes "World’s Most Influential CMOs" List
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Inside the Forbes "World’s Most Influential CMOs" List

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Insights and analysis on who made the list and why.
Bruce H. Rogers, Chief Insights Officer, Forbes Media

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Transcript of "Inside the Forbes "World’s Most Influential CMOs" List"

  1. 1. & present 2013 Copyright © 2013 Appinions. All rights reserved. 1
  2. 2. Methodology This report is based on 60 days of data taken between July 27 and September 24, 2013. Our 2012 CMO Influence Study focused on the Forbes Top 100 U.S. Companies list. This year, we’ve expanded the scope to include the top 500 companies in the Forbes Global 2000 Biggest Public Companies list. Henceforth in this report, we will refer to our segment of the Forbes Global 2000 as the “Forbes Global 500.” For the purpose of our analysis and taking into account the language barriers, this report includes international companies that conduct business in English speaking countries (e.g., Samsung, BMW) and excludes international companies that conduct their business primarily in non-English speaking countries (e.g., Industrial and Commercial Bank China, Seven and I Holdings). In this report, we have defined “CMO” as the highest-ranking marketing executive within the company. About Appinions Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates opinions from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/. Copyright © 2013 Appinions. All rights reserved. 2
  3. 3. How Appinions Analyzes Influence What is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others. How is Influence calculated? Appinions calculates individual influence scores based on three reaction elements: •  Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective influence on that topic; •  Publishing Sources: The credibility of the outlet where the reaction was published or consumed; and •  Frequency: The volume of opinions attributed to that influencer over the past 60 days. What is the Net Influence Score (NIS)? Appinions calculates influence at the topic level, for which a Net Influence Score in generated, to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic. What is the most “Actioned” opinion? The most “actioned” opinions are those that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 3
  4. 4. In This Study Page 5: CMO Influence Analysis This report is based on the Forbes Global 500 list of the biggest public companies. Given the breadth of companies, sectors and topics represented in the Forbes list, Appinions determined the influence of each CMO based on all of the individual’s opinions, regardless of the topic. In this report, we have defined “CMO” as the highest-ranking marketing executive within the company. Page 11: Key Influencers on Marketing Topics Appinions analyzed all opinions associated with three key marketing topics to determine whether CMOs were found to be influential in these areas. The influencers represent the most influential people on each topic – not by company, thus the influencers include individuals and companies outside of the Forbes list. The three topics evaluated in this analysis are Social Media, Mobile Marketing and Big Data & Analytics in the context of marketing. Page 16: Company Influence Analysis To identify who the influencers are for the most influential companies, Appinions created a topic for each company. The 50 companies with the highest Net Influence Score were selected for further analysis; those results are in Appendix B. Page 19: Appendix A: Top 66 Most Influential Marketing Executive Profiles These influence scorecards rank the CMOs in overall influence and in influence on their company among other employees. The profiles also reveal the CMOs’ most “actioned” opinions and the key themes from their opinions. In this report, we have defined “CMO” as the highest-ranking marketing executive within the company. Page 53: Appendix B: Influence Analysis on the Top 50 Most Influential Companies This section highlights the leading CMOs and other influential marketers on each company as well as the top 10 internal and external influencers on the company. Notes/Sources CMO Influence analysis based on the Forbes Global 500 list Influence analysis determined by Appinions’ proprietary platform using data between July 27 and September 24, 2013. Copyright © 2013 Appinions. All rights reserved. 4
  5. 5. CMO Influence Analysis This report is based on the Forbes Global 500 list of the biggest public companies. Given the breadth of companies, sectors and topics represented in the Forbes list, Appinions determined the influence of each CMO based on all of the individual’s opinions, regardless of the topic. In this report, we have defined “CMO” as the highest-ranking marketing executive within the company. Copyright © 2013 Appinions. All rights reserved. 5
  6. 6. More CMOs are finding their voice in 2013 2012 2013 Forbes Top 100 U.S. Companies Forbes Top 100 U.S. Companies 100 100 Influential CMOs Influential CMOs 29 +48% 43 In 2012, we analyzed CMOs from the Forbes U.S. 100 List; in analyzing the same list in 2013, we find almost 50% more companies’ CMOs are now engaged in influential conversations. Copyright © 2013 Appinions. All rights reserved. 6
  7. 7. In the Global 500, 66 CMOs stand out as influencers 2013 Forbes Top 500 Global Companies 500 Influential CMOs 66 For our 2013 CMO Influence Study, we expanded our scope to include the top 500 companies from the Forbes Global 2000 list. Sixty-six of those companies have CMOs who are engaged in influential conversations. Copyright © 2013 Appinions. All rights reserved. 7
  8. 8. The World’s Most Influential CMOs Rank Name Company Rank Name Company 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Phil Schiller Younghee Lee Andy Palmer Jim Farley Tami Reller Nikesh Arora Martine Reardon Alan Batey Anand Chandrasekher Michael Sprague Joachim Schmidt Patrice Bula Mike Accavitti Helena Foulkes Jérôme Stoll Iain Conn Steve Shannon Jeremy Burton Jonathan Becher Tim Mapes Jeffrey Hirsch John Hayes Apple Samsung Nissan Ford Microsoft Google Macy's GM Qualcomm Kia Daimler Nestlé Honda Motor CVS Renault BP Hyundai EMC SAP Delta TW Cable AMEX 23 24 25 26 27 28 29 29 31 32 33 34 35 36 37 38 39 40 41 42 43 44 Neil Golden Paul Chibe Marc Speichert Jim Berra Bernhard Maier John Boynton Jamie Moldafsky Khaled ElKhouly Alain Visser Michael Zuna Simon Lowden Christa Carone Vinoo Vijay Camille Lee Beth Comstock Jennifer Powell Peter Schwarzenbauer Marc Pritchard Jeff Charney Jeff Jones Dario Spina Karen Quintos Rank McDonald's Anheuser-Busch L'Oréal Carnival Porsche Rogers Wells Fargo Etisalat Volvo Aflac PepsiCo Xerox TD Bank Group Novo Nordisk GE US Bancorp BMW P&G Progressive Target Viacom Dell 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 Name Company Matt Atkinson Joseph Tripodi Keith Weed Christian Klingler Judy Hu Reinhold Huber Johan Buse Michael Hagspihl Graham Atkinson Kim Sharan Alan Gershenhorn Michael Bair Jon Iwata Brian Gouldie Cathy Coughlin Robert Mead Henry Gomez Ken Dixon Mark Addicks Syl Saller Richelle Parham Mark Buckman Tesco Coca-Cola Unilever Volkswagen Group Bank of NY Mellon Lufthansa SingTel Deutsche Telekom Walgreens Ameriprise UPS Boeing IBM MTN Group AT&T Aetna HP Verizon General Mills Diageo eBay Telstra See page 19 for detailed scorecards for the top 66 CMOs. Copyright © 2013 Appinions. All rights reserved. 8
  9. 9. Influential CMOs from outside the Forbes Global 500 list Rank Name Company 1 Kathy Savitt Yahoo 2 Mike Sievert T-Mobile 3 Mark Crumpacker Chipotle 4 Seth Farbman GAP 5 Marla Provencio ABC Entertainment Group Influential CMOs aren’t always from the largest companies as defined by Forbes. These CMOs have influence in their own topics; if their companies had been in the Forbes Global 2000, they would have been among the top 25 most influential CMOs. Copyright © 2013 Appinions. All rights reserved. 9
  10. 10. Influence is about action; these are the opinions from the top 10 CMO influencers which drove the most action Rank CMO Brand Most “Actioned” Opinions 1 Phil Schiller Apple 2 Younghee Lee Samsung 3 Andy Palmer Nissan 4 Jim Farley Ford 5 Tami Reller Microsoft 6 Nikesh Arora Google 6 Martine Reardon Macy's 8 Alan Batey GM 9 Anand Chandrasekher Qualcomm “We hope this arrangement (Formula E Holdings) will leverage mobile technology to enhance the fan experience and impact the global movement toward more sustainable living.” – via The Wall Street Journal 10 Michael Sprague Kia “Kia understands that a conscious dedication to sustainability is crucial for not only the continued success of our organization, but also the health and happiness of our customers and the communities we call home.”– via MarketWatch “iPhone 5s is the most forward-thinking smartphone in the world, delivering desktop class architecture in the palm of your hand.” – via iPhone 5s launch event “With GALAXY Gear and GALAXY Note 3, we want to deliver both an extremely innovative mobile experience and an opportunity for self-expression.” – via New York Fashion Week “Nissan Motor Co. pledges that we will be ready to bring multiple affordable, energy efficient, fully autonomous-driving vehicles to the market by 2020.” – via Nissan 360 Worldwide Media event “Digital really begs for an ‘always on’ content factory that's producing content all the time that's relevant to the news cycle.” – via Automotive News “Tami Reller, the executive vice president for Microsoft in charge of Windows, said that Microsoft were "fans of the (tablet) category.’” – at Intel Developer Forum “Turning our attention to brand marketers, this is a very important area for us where we continue to invest broadly.” – via Q2 Investor Earnings Call “As an omnichannel retailer, we strive to provide a seamless experience for customers who shop with us in-store, online or via mobile devices.”– via MediaPost “Now is the perfect time to unite the (Chevrolet) brand behind a single vision and communications platform” – via Gulf News.com These opinions are quotations or references to a quotation that is attributed to the influencers, who are the CMOs in this instance. Copyright © 2013 Appinions. All rights reserved. 10
  11. 11. Key Influencers on Marketing Topics Appinions analyzed all opinions associated with three key marketing topics to determine whether CMOs were found to be influential in these areas. The influencers represent the most influential people on each topic – not by company, thus the influencers include individuals and companies outside of the Forbes list. The three topics evaluated in this analysis are Social Media, Mobile Marketing and Big Data & Analytics in the context of marketing. Copyright © 2013 Appinions. All rights reserved. 11
  12. 12. Inside the mind of the CMO Big Data, Cloud, and Mobile Marketing are the emerging topics of 2013 Mobile Solutions Android Enterprise Mobility iPhone Video Social Media Cloud Computing Super Bowl CIO Marketing Analytics Mobile marketing related themes evolved out of 2012’s conversations around marketing in smartphones, tablet PCs, and smart displays. As big data, analytics and cloud computing become more important to marketing activities, the CMO role will merge with that of the CIO. Social Media is still a dominant issue, but video and video ads are the emerging themes related to this topic. These themes were extracted as trending topics stemming from the CMOs’ opinions. Copyright © 2013 Appinions. All rights reserved. 12
  13. 13. Key Marketing Topic: Social Media Nate Elliott Principal Analyst, Forrester Research Scott Monty Global Head of Social Media, Ford “Facebook has to be careful in how it introduces video ads so that they provide value to marketers without sparking user backlash.” Influencer: Nate Elliott, Analyst, Forrester Source: Internet Retailer “Twitter ‘allows you to extend the TV buy, the broadcast buy, and make it feel much bigger than the paid portion actually is.’” Influencer: Seth Farbman, CMO, Gap Source: Media Bistro Copyright © 2013 Appinions. All rights reserved. Seth Farbman CMO, Gap Dario Spina EVP, Integrated Marketing, Viacom Jim Farley CMO, Ford “Twitter is often described as the true ‘second screen’ for television, and it's invested in TV analytics and more targeted advertising for specific shows; while short ads play before video clips, Twitter says advertisers are trying to cut them to only a few seconds.” Influencer: Twitter Source: The Verge INFLUENTIAL BRANDS Brian Solis Principal Analyst, Altimeter Group INFLUENTIAL CMOS TOP INFLUENCERS Video and video ads are key subtopics in social media Facebook Twitter LinkedIn Morgan Stanley “Back in July, reports swirled that Facebook planned to sell TV-style video ads that would appear in users' news feeds for between $1 million and $2.5 million a day.” Influencer: Facebook Source: Information Week “Morgan Stanley estimated that video ads could generate $3.5 billion for Facebook by 2017.” Influencer: Morgan Stanley Source: LA Times 13
  14. 14. Key Marketing Topic: Mobile Marketing VP, Communications, eMarketer Rohit Dadwal Managing Director, mobile Marketing Association APAC Mark Zuckerberg CEO, Facebook “Mobile is a key driver of business and usage of both Facebook and Google, so to compare these businesses to Yahoo without incorporating mobile doesn't really present a full picture.” Influencer: Clark Fredricksen, VP, eMarketer Source: SFGate.com Copyright © 2013 Appinions. All rights reserved. Patrice Bula CMO, Nestle Younghee Lee EVP, Global marketing, IT & Mobile, Samsung Martine Reardon CMO, Macy’s "As an omnichannel retailer, we strive to provide a seamless experience for customers who shop with us in-store, online or via mobile devices." Influencer: Martine Reardon, CMO, Macy’s Source: MediaPost “Facebook reported that mobile ads now make up 41% of its total ad revenue.” Influencer: Facebook Source: Q2 Earnings Report INFLUENTIAL BRANDS Clark Fredricksen INFLUENTIAL CMOS TOP INFLUENCERS Marketers look to integrate mobile into the overall strategy as the mobile ad market grows eMarketer Facebook Google “Google announced the move in a vague blog post late Tuesday night, and I gave you a little more detail about how it will work this yesterday: You’ll need to use a YouTube mobile app to watch the videos, which will contain ads.” Influencer: Google Source: AllThingsD 14
  15. 15. Key Marketing Topic: Marketing + Big Data / Analytics / Cloud CEO, ExactTarget and Salesforce Marketing Cloud Martin Sorrell CEO, WPP Wes Moore VP, Integrated Marketing Management Solutions, Teradata Vala Afshar CMO, Enterasys Brian Kardon CMO, Lattice Engines Marc Speichert CMO, L’Oreal INFLUENTIAL BRANDS Scott Dorsey INFLUENTIAL CMOS TOP INFLUENCERS Big data and cloud computing are no longer the realm of the CIO or CTO; marketers are deeply involved in data mining and analytics, often requiring cloud platforms Google WPP Publicis Omnicom Acxiom “Marketers have never been in a better position to lead a transformation in business by connecting their company with their customer in entirely new ways.” Influencer: Scott Dorsey, CEO, ExactTarget and Salesforce Marketing Cloud Source: Reuters “L’Oreal has more conversations about the mix of online and offline data and how that’s impacting products and services.” Influencer: Marc Speichert, CMO, L’Oreal Source: AdExchanger “WPP had no plans for any large deals but would pick up the pace of its strategy, and spend 300-400 million pounds a year on small and medium acquisitions with a focus on new markets, new media and data investment management.” Influencer: Martin Sorrell, CEO, WPP Source: Reuters “Publicis and Omnicom believe that clients will love that the merger has essentially created a one-stop-shop where data mining and ad buys can pinpoint audiences flawlessly.“ Influencer: Publicis Omnicom Source: Huffington Post Copyright © 2013 Appinions. All rights reserved. 15
  16. 16. Company Influence Analysis To identify who the influencers are for the most influential companies, Appinions created a topic for each company. The 50 companies with the highest Net Influence Score were selected for further analysis; those results are in Appendix B on page 53. 16 Copyright © 2013 Appinions. All rights reserved. 16
  17. 17. CMO Influence is More Prevalent Among the Top 25 Most Influential Companies [1-25] Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 18 20 21 21 23 24 25 Company Google Apple Microsoft Samsung Electronics Ford Motor Walt Disney CBS General Motors Verizon Communications Walmart McDonald's AT&T Intel IBM Dell Nike BMW Group Daimler (Mercedes-Benz) Oracle Bank of America* Barclays* Toyota Motor Nissan Motor Honda Motor Coca-Cola Influential CMO Nikesh Arora Phil Schiller Tami Reller Younghee Lee Jim Farley Alan Batey Ken Dixon Neil Golden Cathy Coughlin Jon Iwata Karen Quintos Peter Schwarzenbauer Joachim Schmidt Andy Palmer Mike Accavitti Joseph Tripodi 16 – Influential CMOs from the top 25 most influential companies 7 – CMOs in the top 25 who are the most influential marketers in their company Companies where the CMO is the top marketer * Companies that are tied with the same Net Influence Score See page 53 for analysis on the top 50 most influential companies. Copyright © 2013 Appinions. All rights reserved. 17
  18. 18. CMO Influence is More Prevalent Among the Top 25 Most Influential Companies [25-50] Rank 26 27 28 29 30 31 32 33 34 35 36 37 38 38 40 41 42 42 44 45 46 47 48 49 50 Brand Citigroup Vodafone BP Visa Boeing Cisco Systems GE HSBC Holdings Qualcomm UBS Deutsche Bank Royal Bank of Scotland Goldman Sachs Group* SAP* Wells Fargo Fannie Mae Tesco* Porsche* eBay Volkswagen Group UPS Morgan Stanley PepsiCo China Mobile Hyundai Influential CMO Iain Conn Michael Bair Beth Comstock Anand Chandrasekher Jonathan Becher Jamie Moldafsky Matt Atkinson Bernhard Maier Richelle Parham Christian Klingler Alan Gershenhorn Simon Lowden Steve Shannon 12 – Influential CMOs from the next 25 most influential companies [26-50] 5 – CMOs who are the most influential marketers in their company [26-50] Companies where the CMO is the top marketer * Companies that are tied with the same Net Influence Score See page 53 for analysis on the top 50 most influential companies. Copyright © 2013 Appinions. All rights reserved. 18
  19. 19. Appendix A Top 66 Most Influential Marketing Executive Profiles These influence scorecards rank the CMOs in overall influence and in influence on their company among other employees. The profiles also reveal the CMOs’ most “actioned” opinions and the key themes from their opinions. In this report, we have defined “CMO” as the highest-ranking marketing executive within the company. Copyright © 2013 Appinions. All rights reserved. 19
  20. 20. “ Most “actioned” opinion: iPhone 5s is the most forward-thinking smartphone in the world, delivering desktop class architecture in the palm of your hand. – via iPhone 5 launch event Andy Palmer Phil Schiller is: PHIL SCHILLER #1 most influential CMO #3 most influential on APPLE Apple “ YOUNGHEE LEE Samsung ” iPhone Mobile Fitness Application Phil Schiller’s Top Topics Most “actioned” opinion: With GALAXY Gear and GALAXY Note 3, we want to deliver both an extremely innovative mobile experience and an opportunity for self-expression. – via New York Fashion Week Younghee Lee is: #2 most influential CMO #3 most influential on SAMSUNG ” Android Wearable Devices Mobile Younghee Lee’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 20
  21. 21. “ Most “actioned” opinion: Nissan Motor Co. pledges that we will be ready to bring multiple affordable, energy efficient, fully autonomous-driving vehicles to the market by 2020. – via Nissan 360 Worldwide Media event Andy Palmer is: ANDY PALMER #3 most influential CMO #2 most influential on NISSAN Nissan “ Ford Car Technology Andy Palmer’s Top Topics Most “actioned” opinion: Digital really begs for an ‘always on’ content factory that's producing content all the time that's relevant to the news cycle. – via Interview with Automotive News Jim Farley is: JIM FARLEY ” Autonomous Drive #4 most influential CMO #4 most influential on FORD ” Lincoln Social Media Jim Farley’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 21
  22. 22. “ Most “actioned” opinion: Tami Reller, the executive vice president for Microsoft in charge of Windows, said that Microsoft were ‘fans of the (tablet) category.’ – via Intel Developer Forum Tami Reller is: TAMI RELLER #5 most influential CMO #7 most influential on MICROSOFT Microsoft “ Google Tablets Tami Reller’s Top Topics Most “actioned” opinion: Turning our attention to brand marketers, this is a very important area for us where we continue to invest broadly. – via Q2 Investor Earnings Call Nikesh Arora is: NIKESH ARORA ” Windows #6 most influential CMO #12 most influential on GOOGLE ” YouTube Google Enterprise Nikesh Arora’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 22
  23. 23. “ #7 most influential CMO #1 most influential on MACY’S Macy’s “ GENERAL MOTORS As an omnichannel retailer, we strive to provide a seamless experience for customers who shop with us in-store, online or via mobile devices. – via MediaPost Martine Reardon is: MARTINE REARDON ALAN BATEY Most “actioned” opinion: ” Activewear Mobile Marketing Martine Reardon’s Top Topics Most “actioned” opinion: Now is the perfect time to unite the [Chevrolet] brand behind a single vision and communications platform. – via Gulf News.com Alan Batey is: #8 most influential CMO #10 most influential on GENERAL MOTORS ” Chevrolet Regional Automotive Markets Alan Batey’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 23
  24. 24. “ Most “actioned” opinion: We hope this arrangement [Formula E Holdings] will leverage mobile technology to enhance the fan experience and impact the global movement toward more sustainable living. – via The Wall Street Journal Anand Chandrasekher is: ANAND CHANDRASEKHER #9 most influential CMO #1 most influential on QUALCOMM Qualcomm “ Kia Automotive Technology Microsoft Anand Chandrasekher’s Top Topics Most “actioned” opinion: Kia understands that a conscious dedication to sustainability is crucial for not only the continued success of our organization, but also the health and happiness of our customers and the communities we call home. – via MarketWatch Michael Sprague is: MICHAEL SPRAGUE ” Processors #10 most influential CMO #2 most influential on KIA ” J.D. Power APEAL Kia Optima Michael Sprague’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 24
  25. 25. “ Most “actioned” opinion: The new S-Class was received enthusiastically in the market and perfectly lives up to its role as a representative of the power of innovation of Mercedes-Benz. – via Edmund.com Joachim Schmidt is: JOACHIM SCHMIDT #11 most influential CMO #12 most influential on DAIMLER Daimler “ PATRICE BULA Nestlé ” Baby Benz Premium Automotive Market Joachim Schmidt’s Top Topics Most “actioned” opinion: KitKat is one of the world’s top ten fast-moving consumer goods brands in social media in terms of fan numbers and engagement. – via MarketingWeek Patrice Bula is: #12 most influential CMO #2 most influential on NESTLÉ ” Android Mobile Patrice Bula’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 25
  26. 26. “ Most “actioned” opinion: Even before it hits showrooms this fall, the Accord Hybrid is already surpassing the competition and claiming segment leadership. – via Newsday Mike Accavitti is: MIKE ACCAVITTI #13 most influential CMO #11 most influential on HONDA Honda Motor “ HELENA FOULKES CVS ” Hybrid Media Sponsorship Mike Accavitti’s Top Topics Most “actioned” opinion: To the extent that 25 million more Americans get insurance and they will fill their prescriptions, that is certainly a good thing for our company. – via The Washington Post Helena Foulkes is: #14 most influential CMO #3 most influential on CVS ” Prescriptions Insurance Smart TVs Helena Foulkes’ Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 26
  27. 27. “ Most “actioned” opinion: Renault is targeting 55-60 percent of sales outside Europe as part of the second tranche of its strategic plan, which it will present early next year. – via Reuters Jerome Stoll is: JEROME STOLL #15 most influential CMO # 1 most influential on RENAULT Renault “ IAIN CONN British Petroleum ” Regional Automotive Markets Jerome Stoll’s Top Topics Most “actioned” opinion: The new 250,000-barrel-a-day coker will come online in the middle of the fourth quarter. – via Bloomberg Iain Conn is: #16 most influential CMO # 6 most influential on BP ” Syncrude Oil Iain Conn’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 27
  28. 28. “ Most “actioned” opinion: The Super Bowl is the ultimate stage for showcasing the Hyundai brand and our vehicles. – via AdAge Steve Shannon is: STEVE SHANNON #17 most influential CMO #9 most influential on HYUNDAI Hyundai “ JEREMY BURTON EMC ” Super Bowl Media Sponsorship Steve Shannon’s Top Topics Most “actioned” opinion: Customers will be able to get a complete system within 48 hours for storage of files, databases or the Web. – via Bloomberg Jeremy Burton is: #18 most influential CMO #3 most influential on EMC ” VMware Cloud Computing Jeremy Burton’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 28
  29. 29. “ Most “actioned” opinion: SAP CMO Jonathan Becher often talks about the art of storytelling as a way to humanize the brand for any business. – via SAP Community Network Jonathan Becher is: JONATHAN BECHER #19 most influential CMO #7 most influential on SAP SAP “ TIM MAPES Delta ” E-Commerce Branding Jonathan Becher’s Top Topics Most “actioned” opinion: Our new Smart Travel Pack is a great way for SkyMiles members and their companions to enjoy the additional services while making the most of their budgets. – via 4-traders.com Tim Mapes is: #20 most influential CMO #3 most influential on DELTA ” Budget Travelers Tim Mapes’ Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 29
  30. 30. “ Most “actioned” opinion: What I love about this campaign is that while it is carved out of multicultural insights, it has a very broad appeal and can be extended into other markets. – via Hispanic TV Update Jeffrey Hirsch is: JEFFREY HIRSCH #21 most influential CMO #5 most influential on TIME WARNER CABLE Time Warner Cable “ JOHN HAYES American Express ” World Cup Jeffrey Hirsch’s Top Topics Most “actioned” opinion: We concluded that Time Inc. is the ideal partner to continue the (AMEX Publishing) group's tradition of excellence, and we expect to work closely with them on a range of marketing initiatives in the future. – via Market Watch John Hayes is: #22 most influential CMO #1 most influential on AMEICAN EXPRESS ” American Express Publishing Acquisition John Hayes’ Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 30
  31. 31. “ Most “actioned” opinion: While no official changes have been made to our current Dollar Menu, we continue to evaluate and test the best value options. – via USA Today Neil Golden is: NEIL GOLDEN #23 most influential CMO #3 most influential on MCDONALD’S McDonald's “ PAUL CHIBE Anheuser-Busch ” Dollar Menu Retiring Executives Neil Golden’s Top Topics Most “actioned” opinion: We set our sights on the game nearly a year in advance to ensure we're putting out the best ads possible. – via USA Today Paul Chibe is: #24 most influential CMO #3 most influential on ANHEUSER-BUSCH ” Super Bowl Media Sponsorships Paul Chibe’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 31
  32. 32. “ Most “actioned” opinion: L’Oréal has more conversations about the mix of online and offline data and how that’s impacting products and services. – via AdExchanger Marc Speichert is: MARC SPEICHERT #25 most influential CMO #4 most influential on L’OREAL L'Oréal “ JIM BERRA Carnival ” Analytics Digital Marketing Marc Speichert’s Top Topics Most “actioned” opinion: For more than 41 years, Carnival has been creating the backdrop for lasting vacation memories for more than 60 million guests and we know there is no one more qualified than them to tell the authentic story of what a Carnival cruise is truly like. – via AdAge Jim Berra is: #26 most influential CMO #3 most influential on CARNIVAL Cruise ” Vacations Jim Berra’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 32
  33. 33. “ Most “actioned” opinion: Korea is a strong market in Asia with enthusiastic sports car fans and solid sales along all Porsche models. – via KoreaHerald Bernhard Maier is: BERNHARD MAIER #27 most influential CMO #5 most influential on PORSCHE Porsche “ JOHN BOYNTON Rogers ” Luxury Auto Market Bernhard Maier’s Top Topics Most “actioned” opinion: A surge in data consumption means Canadians are looking for ways to more easily manage and share data with friends and family across different devices. – via The Wall Street Journal John Boynton is: #28 most influential CMO #4 most influential on ROGERS ” Mobile Phone Consumer Data Usage John Boynton’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 33
  34. 34. “ Most “actioned” opinion: A lot of the product innovation is going to happen in the white space that's between products or channels, and our corporate marketing group sees all that. – via AdAge Jamie Moldafsky is: JAMIE MOLDAFSKY #29 most influential CMO #14 most influential on WELLS FARGO Wells Fargo “ KHALED ELKHOULY Etisalat ” Digital Marketing Branding Jamie Moldafsky’s Top Topics Most “actioned” opinion: Social networking applications are very popular in the UAE, particularly among young people. – via TradeArabia.com Khaled ElKhouly is: #30 most influential CMO #2 most influential on ETISALAT ” Customer Satisfaction Mobile Phone Khaled ElKhouly’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 34
  35. 35. “ Most “actioned” opinion: This, together with our own studies of people's views of Volvo Cars, becomes a valuable base for our design development. – via AutoBlog Alain Visser is: ALAIN VISSER #31 most influential CMO #6 most influential on VOLVO Volvo “ MICHAEL ZUNA Aflac ” Automotive Design Electric Vehicle Alain Visser’s Top Topics Most “actioned” opinion: As the diverse Hispanic market continues to grow, we want to remind all Spanish speaking consumers about the peace of mind that Aflac policies can help provide. – via MarketWatch Michael Zuna is: #32 most influential CMO #2 most influential on AFLAC ” Aflac Goose Branding Michael Zuna’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 35
  36. 36. “ Most “actioned” opinion: This gives us a whole season to get behind [the Superbowl…] Time is always our friend. The more time we have, the more fun we can have. – via USA Today Simon Lowden is: SIMON LOWDEN #33 most influential CMO #1 most influential on PEPSICO PepsiCo “ CHRISTA CARONE Xerox ” Super Bowl San Francisco 49ers Simon Lowden’s Top Topics Most “actioned” opinion: We need a stronger appetite for experimentation and for potential waste. – at Financial Times Future of Marketing Summit Christa Carone is: #34 most influential CMO #4 most influential on XEROX ” B2B Marketing Digital Marketing Christa Carone’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 36
  37. 37. “ Most “actioned” opinion: We are always proud when we are recognized for our focus on the customer. Human-centric banking is what we are all about. – via Fox Business Vinoo Vijay is: VINOO VIJAY #35 most influential CMO #4 most influential on TD BANK TD Bank “ CAMILLE LEE Novo Nordisk ” Customer Service Vinoo Vijay’s Top Topics Most “actioned” opinion: The U.S. approval of NovoPen Echo® represents a significant milestone in insulin delivery, especially for children with diabetes and their caregivers. – via Diabetes In Control.com Camille Lee is: #36 most influential CMO #5 most influential on NOVO NORDISK ” Diabetes Camille Lee’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 37
  38. 38. “ Most “actioned” opinion: With this diffusion of sensors […] a company can assemble data so much more accurately to ’observe performance, predict performance and change performance’ so there is ‘no unplanned downtime.’ – via New York Times Beth Comstock is: BETH COMSTOCK #37 most influential CMO #12 most influential on GE GE “ JENNIFER POWELL U.S. Bancorp ” Advanced Manufacturing Internet of Things Beth Comstock’s Top Topics Most “actioned” opinion: Our goal was to find a creative agency that not only understands the multicultural market, but also understands the ever-changing identity of our customers today. – via MarketWatch Jennifer Powell is: #38 most influential CMO #8 most influential on U.S. BANCORP ” Creative Agency Digital Marketing Jennifer Powell’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 38
  39. 39. “ Most “actioned” opinion: We have to be very careful how we develop the product portfolio and the MINI brand. – via Amonline Peter Schwarzenbauer is: PETER SCHWARZENBAUER ” #39 most influential CMO #8 most influential on BMW Luxury Auto Market Branding Peter Schwarzenbauer’s Top Topics BMW “ MARC PRITCHARD P&G Most “actioned” opinion: At P&G, we innovate to make everyday life better, so providing our water purification technology to help save lives is the highest expression of who we are. – via Examiner.com Marc Pritchard is: #40 most influential CMO #6 most influential on P&G ” Sustainability Digital Marketing Marc Pritchard’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 39
  40. 40. “ Most “actioned” opinion: Making progress is about continuously sweating the details and bringing an idea to life slowly, iteration after iteration. – via The Wall Street Journal Jeff Charney is: JEFF CHARNEY #41 most influential CMO #3 most influential on PROGRESSIVE Progressive “ JEFF JONES Target ” Flo Brand Messaging Jeff Charney’s Top Topics Most “actioned” opinion: We have been a brand defined by advertising, but the days of curating and telling a consumer what we think is best are declining. – via PRWeek Jeff Jones is: #42 most influential CMO #9 most influential on TARGET ” Earned Media Marketing Jeff Jones’ Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 40
  41. 41. “ Most “actioned” opinion: Twitter affords a way to create inventory opportunities around unscripted moments that go viral, he observed. – via Navitation Partners LLC Dario Spina is: DARIO SPINA #43 most influential CMO #3 most influential on VIACOM Viacom “ KAREN QUINTOS Dell ” Social Marketing Twitter Ads Dario Spina’s Top Topics Most “actioned” opinion: Excited to join @levoleague #officehours w/ @KarenDellCMO – via Twitter Karen Quintos is: #44 most influential CMO #14 most influential on DELL ” Digital Marketing Women in Business Karen Quintos’ Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 41
  42. 42. “ Most “actioned” opinion: But Matt Atkinson, Tesco's chief marketing officer, told me that his product would definitely be commercially viable. – via Interview with BBC Matt Atkinson is: MATT ATKINSON “ JOSEPH TRIPODI Coca-Cola ” #45 most influential CMO #4 most influential on TESCO Tesco Retail Tablets Matt Atkinson’s Top Topics Most “actioned” opinion: Coca-Cola shares the passion that fans have for football around the world and through our partnership with FIFA we champion the power of football to bring the world together. – via FIFA.com Joseph Tripodi is: #46 most influential CMO #13 most influential on COCA-COLA ” FIFA Sports Sponsorship Joseph Tripodi’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 42
  43. 43. “ Most “actioned” opinion: ’Over half our turnover comes from emerging markets… Mobile provides a direct means of engagement with almost every consumer in those countries, and it is therefore absolutely critical for our brands’ growth.’ – via Campaign Magazine Keith Weed is: KEITH WEED #47 most influential CMO #11 most influential on UNILEVER Unilever “ CHRISTIAN KLINGLER Volkswagen Group ” Emerging Markets Digital Marketing Keith Weed’s Top Topics Most “actioned” opinion: Christian Klingler […] said that in Europe ‘we believe things could be stabilizing in the next few months,’ but he cautioned that sales were "stabilizing at a low level. – via ABCNews Christian Klingler is: #48 most influential CMO #8 most influential on VOLKSWAGEN GROUP ” Regional Automotive Markets Christian Klingler’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 43
  44. 44. “ Most “actioned” opinion: Commenting on the appointment, Judy Hu, Chief Marketing Officer, BNY Mellon, said: ‘TBWA showed us stand-out strategic direction and great creative, as well as a truly collaborative global approach.’ – via 4Traders Judy Hu is: JUDY HU #49 most influential CMO #12 most influential on BANK OF NY MELLON Bank of NY Mellon “ REINHOLD HUBER Lufthansa ” Ad Agency Judy Hu’s Top Topics Most “actioned” opinion: This revolutionary system offers our passengers a wide range of new entertainment and information services. – via Di-ve.com Reinhold Huber’s: #50 most influential CMO #8 most influential on LUFTHANSA ” Air Travel Reinhold Huber’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 44
  45. 45. “ Most “actioned” opinion: Many of our prepaid mobile customers today are active on social media and have embraced web-based apps to communicate and organise their lives. – via e27 Johan Buse is: JOHAN BUSE #51 most influential CMO #5 most influential on SINGTEL SingTel “ MICHAEL HAGSPIHL Deutsche Telekom ” Social Media Mobile Phone Johan Buse’s Top Topics Most “actioned” opinion: Deutsche Telekom counts on partnerships to promote innovation. – via 4Traders Michael Hagspihl is: #52 most influential CMO #3 most influential on DEUTSCHE TELEKOM ” Mobile Phone Michael Hagspihl’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 45
  46. 46. “ Most “actioned” opinion: For instance, we had developed two years ago a regional program called Walk With Walgreens, for employees, which inspired a national campaign. – via Retail Wire Graham Atkinson is: GRAHAM ATKINSON “ KIM SHARAN Ameriprise ” #53 most influential CMO #12 most influential on WALGREENS Walgreens Marketing Campaign Graham Atkinson’s Top Topics Most “actioned” opinion: Knowing your audience is something that not all advisors do as well as they can, given the technology available to them. – via OnWallStreet Kim Sharan is: #54 most influential CMO #5 most influential on AMERIPRISE ” Financial Technology Kim Sharan’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 46
  47. 47. “ Most “actioned” opinion: Alan Gershenhorn […] talked about how they leverage the company's unrivaled knowledge of supply chain and logistics to make personalized strategy recommendations to business customers. – via Business 2 Community Alan Gershenhorn is: ALAN GERSHENHORN #55 most influential CMO #10 most influential on UPS UPS “ MIKE BAIR Boeing ” B2B Operation Logistics Alan Gershenhorn’s Top Topics Most “actioned” opinion: Mike Bair […] said in a statement the new center will help speed up commercialization of aviation biofuel. – via SeattleTimes Mike Bair is: #56 most influential CMO #13 most influential on BOEING ” Alternative Fuel Aviation Mike Bair’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 47
  48. 48. “ Most “actioned” opinion: [Jon Iwata was] very impressed by the degree to which these leading companies leverage big data analytics to create quantifiable business results. – via MarketWatch Jon Iwata is: JON IWATA #57 most influential CMO #17 most influential on IBM IBM “ BRIAN GOULDIE MTN Group ” Big Data Analytics Enterprise Technology Jon Iwata’s Top Topics Most “actioned” opinion: We understand that these are financially strenuous times and it is of importance that we boldly bring products that seek to address customers’ needs for affordable value. – via HeraldOnline Brian Gouldie is: #58 most influential CMO #7 most influential on MTN GROUP ” Affordability Mobile Phone Brian Gouldie’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 48
  49. 49. “ Most “actioned” opinion: Coughlin is leading the charge for It Can Wait, which aims to make texting and driving as socially unacceptable as drinking and driving. – via Phys.org Cathy Coughlin is: CATHY COUGHLIN #59 most influential CMO #9 most influential on AT&T AT&T “ ROBERT MEAD Aetna ” Social Awareness Cathy Coughlin’s Top Topics Most “actioned” opinion: We believe that the health care system is desperately in need of improvement. – via New York Times Robert Mead is: #60 most influential CMO #8 most influential on AETNA ” Insurance Robert Mead’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 49
  50. 50. “ Most “actioned” opinion: Honored to now lead marketing as well as communications at HP. Look forward to working more closely w great creative marketers. – via Twitter Henry Gomez is: Henry Gomez #61 influential CMO #7 most influential on HP HP “ KEN DIXON Verizon ” HP Leadership Henry Gomez’s Top Topics Most “actioned” opinion: Ken Dixon […] said Verizon uses a customer's purchasing history to create specific product recommendations or advise a customer that it might be time to upgrade his or her software to receive all the latest and greatest benefits. – via CRM Guru Ken Dixon is: #62 most influential CMO #6 most influential on VERIZON ” Analytics Mobile Phone Ken Dixon’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 50
  51. 51. “ Most “actioned” opinion: Thanks @MarkAddicks, SVP and CMO, General Mills for an inspiring presentation @3M – via Twitter Mark Addicks is: MARK ADDICKS #63 influential CMO #6 most influential on GENERAL MILLS General Mills “ Syl Saller Diageo ” Marketing Campaign Mark Addicks’ Top Topics Most “actioned” opinion: The prize has really established itself within the world of literary culture as a wonderful platform for female talent and with this partnership we are committed to celebrating spirited women and their stories, which inspire and enrich lives around the world. – via The Bookseller Syl Saller is: #64 most influential CMO #12 most influential on DIAGEO ” Women's Prize Syl Saller’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 51
  52. 52. “ Most “actioned” opinion: In designing the Feed, we mapped out the customer’s journey toward a purchase, from the moment he’s aware of a product to how he researches it and then decides to buy it. – via The Social Media Monthly Richelle Parham is: Richelle Parham #65 influential CMO #10 most influential on EBAY eBay “ MARK BUCKMAN Telstra ” B2C Marketing Richelle Parham’s Top Topics Most “actioned” opinion: Telstra CMO Mark Buckman recently spoke about the need for brands to move to a 'newsroom' model in order to push our ‘smaller packages of content more often.’ – via AdNews Mark Buckman is: #66 most influential CMO #17 most influential on TELSTRA ” Content Marketing Mark Buckman’s Top Topics The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 52
  53. 53. Appendix B Influence Analysis on the Top 50 Most Influential Companies To identify who the influencers are for the most influential companies, Appinions created a topic for each company. Companies with the highest Net Influence Score were selected for further analysis. The following section highlights the leading CMOs and other influential marketers on each company as well as the top 10 internal and external influencers on the company. Copyright © 2013 Appinions. All rights reserved. 53
  54. 54. Company Influence Rank #1 Top Internal Influencers on Google Top External influencers on Google Rank Rank Influencer Title Influencer Title 1 Eric Schmidt Executive Chairman, Google 1 Hugo Barra Former VP, Android Product Management, Google 2 Larry Page Co-founder & CEO, Google 2 Elon Musk CEO, Tesla 3 Sundar Pichai SVP, Android, Chrome & Apps, Google 3 Joaquín Almunia EU Competition Commissioner 4 Matt Cutts Lead, Webspam Team, Google 4 Tim Cook CEO, Apple 5 Sergey Brin Co-Founder, Google 5 Marissa Mayer CEO, Yahoo 6 Arthur Levinson Chairman, Genentech, CEO, Calico, a Google Venture 6 Steve Kondik Founder, CyanogenMod 7 Seth Sternberg Product Management Director, Google+ 7 Brian Blau Research Director, Gartner 8 Sandeep Menon Director of Marketing, Google India 8 Zeus Kerravala Founder & Principal Analyst, ZK Research 9 John Mueller Senior Webmaster Trends Analyst, Google Switzerland 9 Stephen Elop EVP, Mobile Division (Nokia), Microsoft 10 Rob Shilkin Director, Global Communications & Public Affairs, Google 10 Benedict Evans Independent Technology Analyst z Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 54
  55. 55. Company Influence Rank #2 Top Internal Influencers on Apple Top External influencers on Apple Rank Influencer Title Rank Influencer Title 1 Tim Cook CEO, Apple 1 Carl Icahn CEO, Icahn Enterprises 2 Steve Jobs Former CEO, Apple (deceased 2011) 2 Gene Munster Managing Director, Piper Jaffray 3 Phil Schiller SVP, Worldwide Marketing, Apple 3 Ming Chi Kuo Analyst, KGI Securities 4 Jony Ive Lead Designer, Apple 4 Denise Cote Senior US Federal Judge, Southern District of New York 5 Greg Joswiak VP, iPhone & iOS Product Marketing, Apple 5 Brian White Analyst, Cantor Fitzgerald & Co. 6 Dan Riccio SVP, Hardware Engineering, Apple 6 Jack Gold Principal Analyst, J. Gold Associates 7 Steve Wozniak Co-founder, Apple 7 Peter Misek Managing Director, Jefferies LLC 8 Amy Bessette Corporate Communications, Apple 8 Brian Marshall Analyst, International Strategy and Investment Group 9 Kristin Huguet Manager, Corporate Communications, Apple 9 Tim Bajarin Analyst, Creative Strategies 10 Arthur Levinson Chairman, Apple 10 Glen Yeung Analyst, Citi Group CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 55
  56. 56. Company Influence Rank #3 Top Internal Influencers on Microsoft Top External influencers on Microsoft Rank Influencer Title Rank Influencer Title 1 Bill Gates Chairman, Microsoft 1 Aaron Levie CEO, Box 2 Stephen Elop EVP, Mobile Division (Nokia), Microsoft 2 Jeffrey Ubben CEO, ValueAct 3 Brad Smith EVP & General Counsel, Microsoft 3 Rick Sherlund Analyst, Nomura Securities 4 Phil Spencer VP, Microsoft 4 Jack Gold Principal Analyst, J. Gold Associates 5 Yusuf Mehdi CVP, Marketing & Strategy, Interactive Entertainment Division, Microsoft 5 Roger Kay Analyst, Endpoint Technologies Associates 6 Kevin Turner COO, Microsoft 6 Jan Dawson Chief Telecoms Analyst, Ovum 7 Mukund Mohan Director, Microsoft Ventures 7 Roger Entner Telecoms Analyst, Recon Analytics 8 Tami Reller CMO, Windows, Microsoft 8 Michael Turits Analyst, Raymond James 9 Mark Gillett Corporate VP, Skype, Microsoft 9 Van Baker Mobile Device Analyst, Gartner 10 Brandon LeBlanc Senior Marketing Communications Manager, Microsoft 10 Yun Kim Analyst, Janney Capital Markets CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 56
  57. 57. Company Influence Rank #4 Top Internal Influencers on Samsung Top External influencers on Samsung Rank Rank Influencer Title Influencer Title 1 Shin Jong-kyun CEO, IT & Mobile Communication, Samsung Electronics 1 Kazuto Tsubouchi CFO, DoCoMo 2 Pranav Mistry Director, Research, Samsung 2 Angela Mclyntyre Research Director, Gartner 3 Young Hee Lee EVP, Global Marketing, IT & Mobile, Samsung Electronics 3 Mark Newman Analyst, Sanford Bernstein 4 Tyler McGee VP, Telecommunications, Samsung 4 Katy Huberty VP, Morgan Stanley 5 Greg Lee President, Samsung Telecommunications America 5 Sundar Pichai SVP, Google Chrome 6 Boo-Keun Yoon President, Consumer Electronics, Samsung Electronics 6 Hugo Barra Ex-VP, Android Product Management, Google 7 Kim Young-sung Head of Fixed Income, Samsung Asset Management Co. 7 Chris Green Principal Technology Analyst, Davies Muphy Group 8 Michael Zoeller Director, Marketing, TV & Audiovisual, Samsung Europe 8 Lucy Koh United States District Judge, Northern District of California 9 Marco Vocale Head of Corporate Marketing, Samsung Gulf Electronics 9 Jung Dong Joon Patent Lawyer, Intellectual Property 10 Taehoon Kim VP, System LSI Marketing, Samsung Electronics 10 Alexander Wang Fashion Designer CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 57
  58. 58. Company Influence Rank #5 Top Internal Influencers on Ford Top External influencers on Ford Rank Rank Influencer Title Influencer Title 1 Stephen Odell CEO, Ford Europe 1 Jim Cramer Host, Mad Money 2 Alan Mulally CEO, Ford 2 Carlos Ghosn CEO, Nissan 3 Joe Hinrichs President, Ford Americas 3 Dan Picciotto Corporate Ratings Analyst, Standard & Poor 4 Jim Farley EVP, Global Marketing, Sales & Services, Ford 4 Alan Baum Independent Auto Analyst 5 Henry Ford Founder, Ford (deceased 1947) 5 Mark Winterbottom V8 Supercar Driver 6 Ellen Hughes Cromwick Chief Economist, Ford 6 Carlos Ravares COO, Renault 7 Bob Shanks CFO, Ford 7 Alec Gutierrez Senior Market Analyst, Kelley Blue Book 8 Roelant de Waard VP, Marketing, Sales and Service, Ford Europe 8 Kevin Rudd Prime Minister, Australia 9 Barb Samardzich VP, Product Development, Ford Europe 9 Don Chalmers Owner, Ford & Lincoln Car Dealerships 10 Gunnar Herrmann VP, Quality, Ford Europe 10 Dan Akerson Chairman & CEO, General Motors CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 58
  59. 59. Company Influence Rank #6 Top Internal Influencers on Disney Top External influencers on Disney Rank Influencer Title Rank Influencer Title 1 Jay Rasulo Senior Executive VP & CFO, Disney 1 Miley Cyrus Entertainer, Former Disney Star 2 Thomas Smith Social Media Director, Disney Parks 2 Holly Madison Former Playboy Model 3 Bob Iger CEO, Disney 3 Liam Hemsworth Actor 4 Alan Horn Chairman, Walt Disney Studios 4 Sharon Osbourne Television Host, Author 5 Peter Lopez System Architect, Disney Interactive 5 Brooke Shields Actress, “Hannah Montana” 6 Erin Glover Manager, Social Media and Print, Disneyland Resort 6 Randy Moore Director, Escape From Tomorrow 7 David Preschlack EVP, Affiliate Sales and Marketing, Disney and ESPN Networks 7 Selena Gomez Entertainer, Former Disney Star 8 Shikha Kapur Executive Director, Marketing, Disney UTV 8 Charles Ergen Chairman, Dish Network 9 Bill Roper VP & GM, Product Development, Disney Interactive 9 Vanessa Hudgens Entertainer, Former Disney Star 10 Kathleen Kennedy Co-chair, Lucasfilm 10 Michael Eisner Former CEO, Disney Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 59
  60. 60. Company Influence Rank #7 Top Internal Influencers on CBS Top External influencers on CBS Rank Rank Influencer Title Influencer Title 1 Charlie Rose TV Host, CBS 1 Bashar al-Assad President, Syria 2 Leslie Moonves CEO, CBS 2 Barack Obama President, The United States 3 Jason La Canfora NFL Insider, CBS Sports 3 Neil Patrick Harris Actor, “How I met Your Mother” 4 Jon LaPook Chief Medical Correspondent, CBS News 4 Bob Newhart Actor, “The Big Bang Theory” 5 Jon Heyman MLB Insider, CBS Sports 5 Timothy Dolan Cardinal, President, U.S. Conference of Catholic Bishops 6 Clarissa Ward Correspondent, CBS News 6 Robert Kraft Owner, New England Patriots 7 Bob Orr Correspondent, CBS News 7 Lawrence Pintak Dean, Edward R. Murrow College of Communications 8 Bruce Feldman Columnist & Commentator, CBS Sports 8 James Patterson Author 9 Tracy Wolfson Reporter, CBS Sports 9 Tiger Woods Professional Golfer 10 Julie Chen Host, “Big Brother” 10 Vladimir Putin President, Russia Copyright © 2013 Appinions. All rights reserved. 60
  61. 61. Company Influence Rank #8 Top Internal Influencers on GM Top External influencers on GM Rank Rank Influencer Title Influencer Title 1 Dan Akerson CEO, General Motors 1 Jim Flaherty Minister of Finance, Canada 2 Doug Parks 2 Dan Picciotto Primary Credit Analyst on GM and Ford, S&P 3 Kurt McNeil 3 Michelle Krebs Analyst, Edmunds.com 4 Dan Ammann CFO, General Motors 4 Hisham Fahmy Executive Director, American Chamber of Commerce in Egypt 5 John Schwegman 6 Mark Reuss 7 Mike Devereux 8 John Stadwick Executive Director, U.S. Truck Product & Pricing, General Motors President, General Motors North America Chairman & Managing Director, General Motors Holden President, Middle East Operations, General Motors 5 Bob Lutz Former Vice Chairman, GM 6 Carlos Tavares Former COO, Renault 7 Karl Brauer Senior Analyst, Kelley Blue Book 8 Jerry Dias National President, Unifor 9 P Balendran VP, General Motors India 9 Mark Hogan Member, Board of Directors, Toyota 10 Alan Batey SVP, Global, Chevrolet; U.S. Sales, Service, & Marketing, Chevrolet, Buick & GMC, General Motors 10 Shai Agassi Founder, Better Place VP, Global Product Programs, General Motors VP, US Sales Operations, General Motors CMO Copyright © 2013 Appinions. All rights reserved. 61
  62. 62. Company Influence Rank #9 Top Internal Influencers on Verizon Top External Influencers on Verizon Rank Rank Influencer Title Influencer Title 1 Lowell McAdam CEO, Verizon Communications 1 Vittorio Colao CEO, Vodafone 2 John Stratton President, Verizon Enterprise Solutions 2 Diana Allmendinger Director, Fitch Solutions 3 Helgi Walker Lead Counsel, Verizon Communications 3 Edward Snowden Former Contractor for the National Security Agency (NSA) 4 Fran Shammo CFO, Verizon Communications 4 James Moore Industry Minister, Canada 5 Jeff Dietel VP, Marketing Operations, Verizon Wireless 5 Robin Bienenstock Senior Analyst, Bernstein Research 6 Ken Dixon CMO, Verizon Wireless 6 Jonathan Schildkraut Analyst, Evercore Partners 7 Chris Drumgoole SVP, Global Operations, Verizon Terremark 7 Tim Casey Analyst, BMO Capital Markets 8 George Ayres VP, Global Issues, Verizon Telematics 8 Dvai Ghose Analyst, Canaccord Genuity 9 Jerry Fountain Regional President, Verizon Wireless 9 Jason Mackenzie President, Global Sales & Marketing, HTC Corporations 10 Bill Kula Director, Media Relations, Verizon 10 Simon Weeden Analyst, Citigroup CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 62
  63. 63. Company Influence Rank #10 Top Internal Influencers on Wal-Mart Top External influencers on Wal-Mart Rank Rank Influencer Title Influencer Title 1 Steven Restivo Senior Director, Communications, Wal-Mart 1 Vincent Gray Mayor, Washington D.C. 2 Bill Simon CEO, Wal-Mart U.S. 2 Ryan Mahoney Board President, CAIR New York 3 Scott McCall SVP, Toys & Seasonal, Wal-Mart 3 Michael Swartz Analyst, Sun Trust Bank 4 Kory Lundberg Director, National Media Relations, Wal-Mart 4 Brian Yarbrough Analyst, Edward Jones & Co. 5 Brooke Buchanan Senior Director, Corporate Communications, Wal-Mart 5 Jason Hennessey Founder, EverSpark Interactive 6 Steve Bratspies EVP, General Merchandise, Wal-Mart U.S 6 Lucas Handy Former Wal-Mart Employee 7 Chris Schraeder Senior Manager, Sustainability Communications, Wal-Mart 7 Jeff Immelt Chairman and CEO, General Electric 8 Randy Hargrove Director, National Media Relations, Wal-Mart 8 Barbara Collins Former Wal-Mart Employee 9 Sarah McKinney Director, Corporate Communication, Wal-Mart 9 Tytti Kaasinen Senior Engagement Manager, General Electric 10 Duncan Mac Naughton Chief Merchandising and Marketing Officer, Walmart U.S. 10 Mike Ullman CEO, J.C. Penney Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 63
  64. 64. Company Influence Rank #11 Top Internal Influencers on McDonalds Top External influencers on McDonalds Rank Rank Influencer Title 1 Lisa McComb Director, Global External Communications, McDonald’s 1 Darren Tristano 2 Don Thompson President and CEO, McDonald’s 2 Richard Adams 3 Neil Golden SVP, Chief Marketing Officer, McDonald's U.S. 3 Jonathan Krinsky Chief Technical Market Analyst, Miller Tabak & Co 4 Kathryn Slater Carter McDonald’s Franchisee 4 Anthony Weiner Politician 5 Heidi Barker VP, Global External Communications, McDonald’s 5 Jack Russo Analyst, Edward Jones & Co 6 Kevin Lim Senior Communications Manager, McDonalds 6 Elaine Kolish VP & Director, CFBAI 7 Daniel Lee Director, Digital Projects McDonald’s APMEA 7 Marty Finn Economic Development Committee Chair, Schenectady County Legislature 8 April Marks Marketing Director, TDS Restaurants /McDonald’s 8 Erin Downie Tecoma (Australia) resident 9 Rob Jackson Marketing Director, McDonald’s U.S. 9 Tom Kleine VP, JL Sports 10 Joel Yashinsky CMO, McDonald’s Canada 10 Bill Ackman Former CEO, Procter & Gamble CMO Influencer Title Restaurant Industry Analyst & Consultant; EVP, Technomic Information Services Former McDonald's Franchisee (now runs a fast-food consulting business) Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 64
  65. 65. Company Influence Rank #12 Top Internal Influencers on AT&T Top External Influencers on AT&T Rank Rank Influencer Title Influencer Title 1 Ralph de la Vega President & CEO, Mobility and Consumer Markets, AT&T 1 Jennifer Fritzsche Analyst, Wells Fargo 2 Jeff Bradley SVP, Devices, AT&T Mobility 2 Tim Cook CEO, Apple 3 Brad Burns VP, Media Relations, AT&T 3 Vittorio Colao CEO, Vodafone 4 Mark Siegel Executive Director, Media Relations, AT&T 4 Robin Bienenstock Senior Analyst, Bernstein Research 5 Randall Stephenson Chairman & CEO, AT&T 5 Jonathan Schildkraut Analyst, Evercore Partner 6 Abhi Ingle VP, Ecosystem & Innovation, AT&T Services 6 Masayoshi Son CEO, SoftBank 7 J Michael Schweder President, AT&T Mid Atlantic 7 Arun Sarin Senior Adviser, KKR; Board of Directors, Cisco Systems & Safeway 8 Michelle Kuckelman Executive Director, Integrated Brand Marketing, AT&T 8 Craig Moffett Analyst, Moffett Research LLC 9 Cathy Coughlin Senior Executive Vice President & Global Marketing Officer, AT&T 9 Paul Gallant Analyst, Guggenheim Securities LLC 10 Mel Coker CMO, Home Solutions, AT&T 10 Dan Shey Practice Director, ABI Research CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 65
  66. 66. Company Influence Rank #13 Top Internal Influencers on Intel Top External Influencers on Intel Rank Rank Influencer Title Influencer Title 1 Brian Krzanich CEO, Intel 1 Sundar Pichai SVP, Android & Chrome, Google 2 Renee James President, Intel 2 Nathan Brookwood Chip Industry Analyst, Insight 64 3 Kirk Skaugen SVP, PC Clients, Intel 3 Tami Reller 113 CMO & CFO, Windows Software 4 Diane Bryant SVP & GM, Data Center & Connected Systems Group, Intel 4 Doug Freedman MD Research Analyst, Semiconductor Sector, RBC Capital Markets 5 Chris Walker Director, Product Planning & Marketing, Pioneer Electronics, Intel 5 Robert Colwell Director, Microsystems Technology, DARPA; Former Manager, Intel 6 Dave James Senior Engineer, Systems, Intel 6 Gerald Kleyn 7 Stephen Smith Vice President, Tablet Platforms, Intel 7 8 Steve Brown Chief Technology Evangelist, Intel 8 9 Doug Fisher Corporate Vice President & GM, Software & Services Group, Intel 9 Jim McGregor Founder, TIRIAS Research 10 Genevieve Bell Director / Anthropologist, Interaction & Experience Research Group, Intel 10 John Skipper President, ESPN Director, Platform Engineering, Hyperscale Systems, HP VP, Product Line Management, Optical Bernhard Deutsch Connectivity Solutions, Corning Telecommunications GM, Embedded Computing Product Yong Luo Segment, ADLINK Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 66
  67. 67. Company Influence Rank #14 Top Internal Influencers on IBM Top External Influencers on IBM Rank Rank Influencer Title Influencer Title 1 Doug Shelton Director, Corporate Communications, IBM 1 Bryce Williams Managing Director, Exchange Solutions, Towers Watson 2 Gaurav Chaudhry Senior WW Product Marketing Manager, IBM 2 Steve Ampleford CEO, Aorta Cloud 3 Ramesh Gopinath Director, IBM Research - India 3 Howard Schultz CEO, Starbucks 4 Craig Hayman General Manager, Industry Soutions, IBM 4 Chris Caldwell President, Concentrix 5 Andrew Stevens Managing Director, IBM Australia and New Zealand 5 Elmar Degenhart CEO, Continental AG 6 Rick Singer VP, Client Executive Marketing, IBM 6 Oscar Yuan VP, Millward Brown 7 Jim Spohrer Director, IBM Global University Relations Program 7 Michael Dell CEO, Dell 8 Marian Lawlor Corporate Citizenship & Corporate Affairs Manager, IBM 8 Warren Buffett CEO, Berkshire Hathaway 9 Anne Altman GM, IBM US Federal Government and Industries 9 Jim Zemlin Executive Director, Linux Foundation 10 Vanitha Narayanan Managing Director, IBM India Private Limited 10 Campbell Newman Premier of Queensland (Australia) Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 67
  68. 68. Company Influence Rank #15 Top Internal Influencers on Dell Top External Influencers on Dell Rank Rank Influencer Title Influencer Title 1 Michael Dell Chairman of the Board of Directors & CEO, Dell 1 Carl Icahn CEO and Founder, Icahn Enterprises LP 2 Brian Gladden SVP & CFO, Dell 2 Donald Yacktman President, Yacktman Asset Management Co. 3 David Frink Director, Corporate Affairs, Dell 3 Rob Enderle Analyst, Enderle Group 4 Andy Rhodes Executive Director, Precision Workstations, Dell 4 Patrick Moorehead President, Principal Analyst, Moor Insights and Strategy 5 Nnamdi Orakwue VP, Cloud, Dell 5 Mohamed Hefny Senior Analyst, IDC 6 Jeff Clarke Vice Chairman & President, Global Operations & End User Computing Solutions, Dell 6 Adrian O’Connell Research Director, Gartner 7 Marius Haas President, Enterprise Solutions, Dell 7 Anthony Sabino Law Professor, Peter J. Tobin College of Business 8 Joyce Mullen VP & GM, OEM Solutions, Dell 8 Bill Powers President, University of Texas 9 Philip Davis VP, Enterprise Solutions, Dell AsiaPacific 9 Brenon Daly Research Director, M&A, 451 Group 10 Peter Marrs Executive Director & GM, End User Computing, Dell Asia-Pacific 10 Gerry McCartney CIO, Purdue University Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 68
  69. 69. Company Influence Rank #16 Top Internal Influencers on Nike Top External Influencers on Nike Rank Rank Influencer Title Influencer Title 1 Davide Grasso VP, Global Brand Marketing, Nike 1 Kevin Durant Professional Basketball Player 2 Mark Parker President & CEO, Nike 2 DJ Clark Kent DJ 3 Phil Knight Co-founder & Chairman, Nike 3 Matt Powell Analyst, SportsOneSource 4 Jessica Laird Design Director, Women’s Sportswear, Nike 4 Stefan Janoski Professional Skateboarder 5 Trevor Edwards President, Brand, Nike 5 Jeff Hawkins Senior Associate Athletic Director, Oregon Football Administration & Operations 6 Heidi Burgett Director, Media Relations, Nike 6 Jon Jones Professional MMA Fighter 7 Phil Schiller SVP, Worldwide Marketing, Apple 8 Jim Cramer Host, CNBC's “Mad Money” 9 David Schwab Managing Director, Octagon First Call 10 Tim Cook CEO, Apple Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. *Nike has less than 10 internal influencers 69
  70. 70. Company Influence Rank #17 Top Internal Influencers on BMW Top External Influencers on BMW Rank Influencer Title Rank 1 Guy Kilfoil GM, Communications & Public Affairs, BMW 2 Norbert Reithofer 3 Influencer Title 1 Tiger Woods Professional Golfer CEO, BMW 2 Zach Johnson Professional Golfer Bernhard Ederer Product Communications Manager, BMW 3 Hadi Pourmohseni Italian Marble Dealer 4 Herbert Diess Board of Management Member, Development, BMW AG 4 Luke Donald Professional Golfer 5 Philipp von Sahr President, BMW India 5 Jim Furyk Professional Golfer 6 Scott Croaker Product Communications Manager, BMW Australia 6 Hakan Samuelsson CEO, Volvo 7 Peter Wolf 7 Rupert Stadler Chairman, Board of Management, Audi AG 8 Peter Schwarzenbauer 8 Philip Harnett Product Manager, Wraith 9 Adrian van Hooydonk SVP, Design, BMW 9 Richard Steinberg CEO, DriveNow USA 10 Gerhard Pils CEO, BMW Malaysia 10 Rory McIlroy CMO Managing Director, Manufacturing, BMW Thailand Global Marketing Chief & Board of Management Member, BMW Professional Golfer Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 70
  71. 71. Company Influence Rank #18 Top Internal Influencers on Daimler Top External Influencers on Daimler Rank Rank Influencer Title Influencer Title 1 Dieter Zetsche CEO, Daimler 1 Christoph Stuermer Analyst, IHS Automotive Frankfurt 2 Thomas Weber Board of Management, Research & Development, Daimler 2 Jessica Caldwell Senior Industry Analyst, Edmunds.com 3 Hubertus Troska Board of Management, Head of Daimler China 3 Norbert Haug Former VP, Mercedes-Benz Motorsport 4 Steve Cannon CEO, Mercedes-Benz USA 4 Jonathan Neale Managing Director, McLaren Formula 1 team 5 Lueder Fromm Director, Global Marketing Communications, Mercedes-Benz Cars 5 Li Shufu Chairman, Zhejiang Geely Holding Group Co. 6 Eberhard Kern Managing Director & Chief Executive, Mercedes-Benz India 6 Adrian Hallmark Global Brand Director, Jaguar 7 Gorden Wagener Vice President, Design, Daimler AG 7 Michael Xu GM, Volvo dealership 8 Marcus Shantz President, Mercedes Corp. 8 Jürgen Pieper Analyst, Metzler Bank 9 Jochen Hermann Director, Driver-Assistance Systems, Mercedes-Benz 9 David Caldwell Corporate Communications, General Motors 10 Andreas Renschler Board of Management, Daimler; Manufacturing & Procurement, MercedesBenz Cars & Mercedes-Benz Vans 10 Johan de Nysschen President, Infiniti Motor Company Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 71
  72. 72. Company Influence Rank #18 Top Internal Influencers on Oracle Top External Influencers on Oracle Rank Rank Influencer Title Influencer Title 1 Larry Ellison CEO, Oracle 1 Jimmy Spithill Skipper, Oracle Team USA 2 Mark Hurd President, Oracle 2 Aaron Levie CEO, Box.com 3 Laurence Balter Chief Market Strategist, Investment Research, Oracle 3 Daniel Ives Analyst, FBR Capital Markets 4 Loïc le Guisquet EVP, Europe, Middle East & Africa, Oracle 4 Pat Walravens Analyst, JMP Securities LLC 5 Deborah Hellinger Senior Director, Corporate Communications, Oracle 5 Peter Goldmacher Research Analyst and Managing Director, Cowen & Co. 6 Dirk Kramers Design Executive, Oracle 6 Eric Schmidt Executive Chairman, Google 7 Safra Catz CFO, Oracle 7 Doug Fisher Corporate VP, GM Software Services Group, Intel 8 Grant Simmer General Manager, Oracle 8 Vishal Sikka CTO, Executive Board Member, SAP 9 James Cates VP, Hardware Development, Oracle 9 Vikram Takru Managing Director, FCS 10 Bhaskar Gorti SVP & General Manager, Communications, Oracle 10 Marty Cole Group Chief Executive, Technology, Accenture Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 72
  73. 73. Company Influence Rank #20 Top Internal Influencers on Bank of America Top External Influencers on Bank of America Rank Rank Influencer Title Influencer Title 1 Ethan Harris Co-Head, Global Economics Research, Bank of America Merrill Lynch 1 Kevin Tsujihara CEO, Warner Brothers 2 Michael Hanson Senior U.S. Economist, Bank of America 2 Suzanne Bish Attorney, Stowell & Friedman 3 George McReynolds Broker, Bank of America 3 Jay Rasulo Senior Executive VP & CFO, Disney 4 Chua Hak Bin Director, Global Research, Bank of America 4 Bill Halldin Owner, Halldin Public Relations 5 Lu Ting Chief Greater China Economist, Bank of America 5 Shinzo Abe Prime Minister, Japan 6 Saul Eslake Chief Economist, Australia & New Zealand, Bank of America 6 Barbara Rothstein U.S. District Judge 7 MacNeil Curry Head of Global Technical Strategy, Bank of America 7 Bruce Berkowitz Manager, Fairholme Capital Management 8 Brian T. Moynihan President & CEO, Bank of America 8 Jed Rakoff U.S. District Judge 9 Michael Widmer Head of Metal Markets Research, Bank of America 9 Charles Noski Chairman, Financial Accounting Standards Advisory Council 10 Lawrence Grayson SVP, Bank of America 10 Rob Marcus COO, Time Warner Cable Copyright © 2013 Appinions. All rights reserved. 73
  74. 74. Company Influence Rank #21 Top Internal Influencers on Barclays Top External Influencers on Barclays Rank Influencer Title Rank 1 Dean Maki Chief U.S. Economist, Barclays 2 Barry Knapp 3 Influencer Title 1 Brendan Rodgers Manager, Liverpool Premier League Club Managing Director, Head of U.S. Equity Portfolio Strategy, Barclays 2 Adam Scott Professional Golfer Michael Gapen Director, U.S. Economic Research and Global Asset Allocation, Barclays 3 Bob Diamond Former CEO, Barclays 4 John Aiken Financial Services Analyst, Barclays 4 Camilo Villegas Professional Golfer 5 Yuki Sakasai Foreign Exchange Strategist, Barclays 5 Tiger Woods Professional Golfer 6 Antony Jenkins Group CEO, Barclays 6 Saviour Kasukuwere Minister of the Environment, Zimbabwe 7 Jian Chang Director, China Economist, Barclays 7 William Thomas President & CEO, EOG 8 Simon Hayes Chief UK Economist, Barclays 8 Marianne Lake CFO, JPMorgan Chase 9 Sijin Cheng Commodities Analyst, Barclays 9 Matt Shattock President & CEO, Beam, Inc. 10 Eric Gross Credit Strategist, Barclays 10 A.G. Lafley President & CEO, Procter & Gamble Copyright © 2013 Appinions. All rights reserved. 74
  75. 75. Company Influence Rank #21 Top Internal Influencers on Toyota Top External Influencers on Toyota Rank Influencer Title Rank 1 Bob Carter SVP, U.S. Operation, Toyota Motor Sales 2 Kiichiro Toyoda 3 Influencer Title 1 Michael Waltrip Professional Racecar Driver Founder, Toyota Motor Company (deceased 1952) 2 Martin Truex Jr Professional Racecar Driver Karl Schlicht EVP, Sales Group, Toyota Europe 3 Rachel Catanach Managing Director, FleishmanHillard, Hong Kong 4 Satoshi Ogiso Managing Officer, Toyota Motor Company 4 Brad Daugherty Co-Owner, JTG Daugherty Racing 5 William D. Fay Group VP & General Manager, Toyota Motor Sales U.S. 5 Tsunekazu Takeda President, Japanese Olympic Committee 6 Mario Dávila President, Toyota Puerto Rico 6 Ian Macfarlane Industry Minister, Australia 7 Didier Leroy President, Toyota Europe 7 Andy Palmer EVP, Nissan Motor Company 8 Koei Saga Director, Toyota Motor Company 8 Alex Mashilo Chief Negotiator, Numsa Union 9 Javier Moreno Manager, Corporate Communications, Toyota North America 9 Michelle Krebs Senior Analyst, Edmunds.com 10 Ryo Sakai Senior Manager, Corporate Communications, Toyota South Africa 10 Jerry Dias President, Unifor Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 75
  76. 76. Company Influence Rank #23 Top Internal Influencers on Nissan Top External Influencers on Nissan Rank Rank Influencer Title Influencer Title 1 Carlos Ghosn Chairman & CEO, Nissan 1 Dieter Zetsche Chairman, Daimler AG 2 Andy Palmer EVP, Nissan Motor Company 2 Elon Musk CEO, Tesla Motors 3 Pierre Loing VP, Product Planning, Nissan Americas 3 Michel Ayat CEO, Arabian Automobiles 4 Fred Diaz Divisional VP, Sales & Marketing, Nissan U.S. 4 Rick Kelly Professional Racecar Driver 5 Johan de Nysschen President, Infiniti Motor Company 5 Karl Brauer Senior Director, Insights, Kelley Blue Book 6 Jose Munoz SVP, Sales & Marketing, Nissan Americas 6 Craig Lowndes Professional Racecar Driver 7 Scott Shirley Chief Marketing Manager, Nissan Americas 7 Lucas Ordonez Professional Racecar Driver 8 Francois Bancon Deputy Division General Manager, Nissan Motor Co. 8 Michael Caruso Professional Racecar Driver 9 Maarten Sierhuis Director, Nissan Research Center Silicon Valley 9 Bill Haslam Governor, Tennessee 10 Trevor Mann EVP, Nissan Motor Company 10 Fayez Rasamny Chairman, RYMCO CMO Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 76
  77. 77. Company Influence Rank #24 Top Internal Influencers on Honda Top External Influencers on Honda Rank Influencer Title Rank 1 Alicia Jones Manager, Social Media, American Honda Motor Co. 2 Stephen Collins 3 Influencer Title 1 Jorge Lorenzo Professional Motorcycle Racer Director, Honda Australia 2 Alex Lowes Professional Motorcycle Racer Ted Klaus Chief Engineer, NSX, American Honda Motor Co. 3 Karl Brauer Senior Director, Insights, Kelley Blue Book 4 John Mendel EVP, Automobile Sales, American Honda Motor Co. 4 Jonathan Rea Professional Motorcycle Racer 5 Jnaneswar Sen SVP, Sales & Marketing, Honda Siel Cars India 5 Valentino Rossi Professional Motorcycle Racer 6 Mike Accavitti 6 Adriano Galliani CEO, AC Milan 7 John Morel 7 Jerry Dias National President, Unifor 8 Jim Keller 8 Mark Norman President, Zipcar 9 Gina Jorge Head of Multicultural Marketing for American Honda Motor Co. 9 Martin Whitmarsh CEO, McLaren Racing 10 Chris Martin Regional Public Relations Manager, Honda North America 10 Andrew Jordan Professional Racecar Driver CMO SVP, Automobile Operations, American Honda Motor Co. Sr. Manager, Business Intelligence Strategy & Analytics, American Honda Motor Co. Chief Engineer, MDX, Honda R&D Americas, Inc. Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 77
  78. 78. Company Influence Rank #25 Top Internal Influencers on Coca-Cola Top External Influencers on Coca-Cola Rank Influencer Rank Influencer Title Title 1 Shannon Denny Director, Brand Communications, Coca-Cola 1 Oscar Yuan VP, Millward Brown Optimor 2 Steve Cahillane President & CEO, Coca-Cola Americas 2 Greg Koch CEO and Co-founder, Stone Brewing Co. 3 Hector Trevino Gutierrez Chief Financial & Administrative Officer, Coca-Cola FEMSA 3 Scott Vitters General Manager, Packaging Program, PlantBottle 4 Wasim Basir Director, Integrated Marketing Communications, Coca-Cola India 4 Tom Vilsack Secretary of Agriculture, U.S. 5 Ahmet C Bozer President, Coca-Cola International 5 George Bray 6 Venkatesh Kini Deputy President, India & South West Asia Business Unit, Coca-Cola 6 Warren Buffett 7 Andy McMillin VP, Coca-Cola Trademark Brands, The Coca-Cola Company 7 Barry Popkin Professor, Department of Nutrition, University of North Carolina 8 Jon Woods General Manager, Coca-Cola UK & Ireland 8 Rebecca Minkoff Designer, Judge of Season-Two Diet Coke Younger Designer Challenge 9 Atul Singh President, India & South West Asia Business Unit, Coca-Cola Company 9 Drew Cerza Founder, National Buffalo Chicken Wing Festival Lawrence Tikaram National Sales Manager, Coca-Cola Amatil 10 Terry Parham Former Agent, Drug Enforcement Agency 10 Chief, Clinical Obesity & Metabolic Diseases, Pennington Biomedical Research Center, LSU Chairman & CEO, Berkshire Hathaway Company Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 78
  79. 79. Company Influence Rank #26 Top Internal Influencers on Citigroup Rank Influencer Title 1 Glen Yeung Managing Director, Global Head of Technology, Citigroup 2 Sterling Smith Commodity Strategist, Citigroup 3 Steven Englander Global Head, G10 Strategy, Citigroup 4 Tim Evans Energy Futures Analyst, Citigroup 5 Tobias Levkovich Chief U.S. Equities Strategist, Citigroup 6 Ding Shuang Senior China Economist, Citigroup Hong Kong 7 Walter Pritchard Software Analyst, Citigroup 8 Danielle RomeroApsilos Managing Director, Institutional Clients Group Communications, Citigroup 9 Brian Yu Research Analyst, Citigroup 10 Craig Woolford Managing Director, Consumer Sector Research, Citigroup Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. *Citigroup has no external influencers 79
  80. 80. Company Influence Rank #27 Top Internal Influencers on Vodafone Top External influencers on Vodafone Rank Rank Influencer Title Influencer Title 1 Vittorio Colao CEO, Vodafone 1 Lowell McAdam President & CEO, Verizon 2 Bill Morrow CEO, Vodafone Hutchison 2 Robin Bienenstock Senior analyst, Bernstein Research 3 Alexander Leinhos Corporate Communications, Vodafone Germany 3 Simon Weeden Head of European Telecoms Research, Citigroup 4 Analjit Singh Chairman, Vodafone India 4 Robert Willens New York-based Tax Specialist 5 Marten Pieters Managing Director & CEO, Vodafone India 5 Joe Rundle Head of Trading, ETX Capital 6 Andy Halford CFO, Vodafone 6 Arun Sarin Senior Adviser, KKR 7 Subrat Padhi Business Head, Vodafone Dehli 7 Peter Braendle Fund Manager, Swisscanto Asset Management 8 Uche Ofodile CMO, Vodafone Ghana 8 Craig Moffett Founder & Senior Analyst, Moffett Research 9 Yago Tenorio Head of Networks, Vodafone UK 9 John Malone Chairman, Liberty Media & Liberty Global 10 Jan Geldmacher CEO, Vodafone Global Enterprise 10 Margaret Hodge Chair, Public Affairs Committee, UK Parliament Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 80
  81. 81. Company Influence Rank #28 Top Internal Influencers on BP Top External influencers on BP Rank Rank Influencer Title Influencer Title 1 Geoff Morrell SVP, U.S. Communications & External Affairs, BP 1 Magda Chambriard Director, ANP (Brazilian Petroleum Agency) 2 Scott Dean General Manager, Corporate Communications, BP 2 Barack Obama President, U.S.A 3 Bob Dudley CEO, BP 3 Abdul-Kareem Luaibi Minister of Oil, Iraq 4 Mike Daly EVP, Exploration, BP 4 Louis Freeh Former Director, FBI 5 Jan Erik Geirmo Corporate Communications, BP 5 Garret Graves Chair, Coastal Protection & Restoration Authority of Louisiana 6 Iain Conn Chief Executive, Refining & Marketing, BP 6 Carl Barbier District Judge, U.S. 7 Hesham Mekawi President & GM, BP Egypt 7 Frances Beinecke President, Natural Resources Defense Council 8 Chevy Beh Executive Director, Healthcare Group, BP 8 Bobby Jindal Governor, Louisiana 9 Jason Ryan Press Officer, BP 9 Nasser bin Khamis Undersecretary, Ministry of Oil & Gas, Oman Al-Jashmi 10 Amy Abraham VP, Marketing & Communications, BP 10 Ali Salhi CMO Chair, Oil & Economic Development Council, Kirkuk Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 81
  82. 82. Company Influence Rank #29 Top Internal Influencers on Visa Top External influencers on Visa Rank Influencer Title Rank 1 Paul Cohen Director, Corporate Communications & Global Public Affairs, Visa 2 Steve Chambers 3 Influencer Title 1 John Gleeson Federal Judge EVP, Chief Information Officer, Visa Europe 2 Linah Mohohlo Governor, Bank of Botswana Caroline Ada Country Manager, New Zealand & South Pacific, Visa 3 Craig Hayman General Manager, Industry Solutions, Software Group, IBM 4 Iain Jamieson Country Manager, Philippines & Guam, Visa 4 Michael Dolen Founder, CreditCardForum, 5 Jason Alderman Senior Director, Global Corporate Relations, Visa 5 Matt Williams Consumer Director, Vodafone 6 Dougie Henderson Head of Emerging Products & Innovation, Visa Africa 6 Charles Brown CEO, FTS 7 Peter Ayliffe CEO & President, Visa Europe Limited & Visa Europe Services 7 Gan Siok Hoon VP, mCommerce, SingTel's Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. *Visa has less than 10 internal & external influencers 82
  83. 83. Company Influence Rank #30 Top Internal Influencers on Boeing Top External influencers on Boeing Rank Influencer Title Rank 1 Dennis Muilenburg President & CEO, Defense, Space & Security, Boeing 2 Darryl Davis 3 Influencer Title 1 Richard Aboulafia VP, Analyst, Teal Group President, Phantom Works, Defense, Space & Security, Boeing 2 Peter Arment Analyst, Sterne, Agee & Leach Ray Conner President & CEO, Commercial Airplanes, Boeing 3 Howard Rubel Managing Director, Jefferies 4 Jim McNerney Chairman, President & CEO, Boeing 4 Barack Obama President, U.S. 5 Scott Fancher VP & GM, Airplane Development, Commercial Airplanes, Boeing 5 Tim Mahoney President & CEO, Honeywell Aerospace 6 Randy Tinseth VP, Marketing, Boeing 6 Robert Mann Aviation Consultant 7 Doug Adler Communications, Boeing 7 Kjell Johnsson Head of Aerostructures, Saab 8 Cindy Anderson Communications, Boeing 8 Liza Tucker Consumer Aadvocate, Consumer Watchdog 9 Jason Paur Statistician, Boeing 9 Loren Thompson COO, Lexington Institute 10 Tim Bader North America Leasing Communications, Boeing 10 Lasse SandakerNielsen Communication Manager, Norwegian Air Shuttle Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 83
  84. 84. Company Influence Rank #31 Top Internal Influencers on Cisco Systems Top External influencers on Cisco Systems Rank Rank Influencer Title Influencer Title 1 John Chambers Chairman & CEO, Cisco Systems 1 Tim McGrath President & CEO, PC Connection. 2 Felipe Lamus Manager, Public Relations, Cisco Systems Latin America 2 Zeus Kerravala Founder & Principal Analyst, ZK Research 3 Rowan Trollope SVP & GM, Collaboration Technology Group, Cisco Systems 3 Kevin Schatzle CEO, collab9 4 Rob Lloyd President, Development & Sales, Cisco Systems 4 Geoff Fancher SVP, Comstor U.S. 5 Bret Hartman VP & Chief Technology Officer, Security & Government, Cisco Systems 5 Rolf Versluis Founder & CTO, Adcap Network Systems 6 Guido Jouret VP & GM, Emerging Video Group, Cisco Systems 6 Kelly Herrell VP & GM, Software Networking Business Unit, Vyatta 7 Bryan Palma SVP & GM, Services Security Practice, Cisco Systems 7 John Grady Research Manager, Security Products, IDC 8 Chris Young SVP, Security & Government, Cisco Systems 8 Brian Marshall Senior Managing Director, Head of Technology Team, ISI 9 Richard McLeod Senior Director, Business Development, Cisco Systems 9 Pete Stevenson CEO, Latisys 10 Nikhil Jayaram VP, Engineering, Cisco Systems 10 Trey Layton CTO, VCE Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 84
  85. 85. Company Influence Rank #32 Top Internal Influencers on General Electric Top External influencers on General Electric Rank Influencer Title Rank 1 Jeff Immelt Chairman & CEO, GE 2 Seth Martin 3 Influencer Title 1 Nourreddine Bouterfa CEO, Sonelgaz Director, Financial Communication, GE 2 Michael Neal Former Head of GE Capital Lou Lenzi Director, Industrial Design, GE 3 Dennis Rocheleau Former GE labor negotiator 4 Richard Hausmann President & CEO, Healthcare Systems Global MR, GE 4 Jack Welch Former CEO, GE 5 Christopher Augustine Manager, Global Communications & Public Affairs, GE 5 Daniel Holland Analyst, Morningstar 6 Rod Christie CEO, Oil & Gas Subsea Systems, GE 6 Justin Tighe Employees, Assets Security of Dun Laoghair 7 Marco Annunziata Chief Economist, GE 7 Amanda Grandy Marketing Manager, Briggs & Stratton (BGG) 8 Dan Janki President & CEO, Energy Management, GE 8 Heidi Ramirez Chief Academic Officer, Milwaukee Public Schools 9 John Shepherd Managing Director, Energy Financial Services, GE 9 Ken Lund Director, Colorado Office of Economic Development & International Trade 10 Mike Pilot Chief Commercial Officer, Capital, GE 10 Brian Murphy Founder, PrimeStar Non-CMO Marketers Copyright © 2013 Appinions. All rights reserved. 85
  86. 86. Company Influence Rank #33 Top Internal Influencers on HSBC Top External influencers on HSBC Rank Influencer Title Rank 1 Frederic Neumann Managing Director, Asian Economic Research, HSBC Hong Kong 2 David Watt 3 Influencer Title 1 Bernard Silver President, Consular Corps Chief Economist, HSBC Canada 2 Ting Lu Economist, Bank Of America Merrill Lynch Qu Hongbin Chief Economist, HSBC China 3 Jackson Wong VP, Tanrich Securities 4 James Steel Chief Commodities Analyst, Precious Metals, HSBC 4 Henry Moses Manager, Qatar Airways 5 Izumi Devalier Economist, HSBC Hong Kong 5 Mark McCombe Senior Managing Director & Chairman, BlackRock Asia-Pacific 6 Kevin Logan Chief U.S. Economist, Securities, HSBC 6 Zhang Zhiwei Cheif Economist, Nomura Securities 7 Christine Foyster Head of Wealth Management, HSBC 7 Vincent Ho Accountant, KPMG 8 Paul Bloxham Chief Economist, HSBC Australia 8 Chris Weston Chief Market Strategist, IG 9 Robert Lynch Chief Currency Strategist, HSBC 10 Hongbin Qu Chief Economist, HSBC China *HSBC has less than 10 external influencers Copyright © 2013 Appinions. All rights reserved. 86
  87. 87. Company Influence Rank #34 Top Internal Influencers on Qualcomm Top External influencers on Qualcomm Rank Rank Influencer Title Influencer Title 1 Anand Chandrasekher CMO, Qualcomm 1 Jing Wang Former EVP & President, Global Business Operations, Qualcomm 2 Paul Jacobs CEO, Qualcomm 2 Michel Combes CEO, Alcatel-Lucent 3 Rob Chandhok President, Internet Services, Qualcomm 3 Ian Ing VP & Senior Analyst, Lazard 4 Kevork Kechichian VP, Engineering, Qualcomm 5 Irwin Jacobs Co-Founder & Former Chairman, Qualcomm 6 Jason Zheng SVP, Qualcomm Atheros 7 Jay Srage 8 Peggy Johnson 9 Derek Aberle EVP & Group President, Qualcomm 10 Murthy Renduchintala EVP, Qualcomm Technologies; CoPresident, Qualcomm Mobile SVP & President, Middle East, Africa & South East Asia Pacific, Qualcomm EVP, Global Market Development, Qualcomm CMO Copyright © 2013 Appinions. All rights reserved. *Qualcomm has less than 10 external influencers 87
  88. 88. Company Influence Rank #35 Top Internal Influencers on UBS Top External influencers on UBS Rank Influencer Title Rank Influencer Title 1 Art Cashin Director, Floor Operations at the NYSE, UBS 1 Tom Hayes Former trader, UBS 2 Wang Tao Chief China Economist, UBS Hong Kong 2 Kevyn Orr Partner, Jones Day 3 Steven Milunovich Managing Director, UBS 3 Darrell Read Former Derivatives Broker, ICAP 4 Andrea Orcel CEO, UBS 4 Hubert Lam Managing Director, Morgan Stanley 5 Geoffrey Yu Senior FX Strategist, UBS 5 Uche Orji CEO, Nigerian Sovereign Investment Authority 6 Toru Ibayashi Executive Director, UBS Securities 6 Stuart Poonawala Managing Director, Kubera Wealth 7 Paul Donovan Deputy Head of Global Economics, UBS 7 Ravi Goutam Managing Director, BlackRock 8 Philippe Houchois Analyst, UBS 9 Bhanu Baweja Head of Research & Emerging Markets Strategy, UBS 10 Brent Thill Analyst, UBS *UBS has less than 10 external influencers Copyright © 2013 Appinions. All rights reserved. 88
  89. 89. Company Influence Rank #36 Top Internal Influencers on Deutsche Bank Top External influencers on Deutsche Bank Rank Rank Influencer Title Influencer Title 1 Joseph LaVorgna Managing Director & Chief U.S. Economist, U.S. Macroeconomic Research for Global Markets, Deutsche Bank 1 Josef Ackermann Former CEO, Deutsche Bank 2 Anshu Jain Co-CEO, Deutsche Bank 2 Frederic Oudéa CEO, Société Générale 3 David Bianco Chief U.S. Equity Strategist, Deutsche Bank 3 Ryan Hodson Managing Director, Kodiak 4 Alan Ruskin 4 Andrew Stimpson Analyst, Keefe, Bruyette & Wood 5 Jim Reid 5 Ken Liu Spokesman, Unite Here 6 Gary Pollack 6 Sean McFarland Director, Portfolio Trading, Sanford C. Bernstein 7 Taimur Baig Chief Economist, India & ASEAN, Deutsche Bank 7 Thomas Hoenig Vice-chairman, Federal Deposit Insurance Corporation 8 John Horner Currency Strategist, Deutsche Bank 8 Leo Leiderman Chief Economist, Bank Hapoalim 9 Chris Whitmore Analyst, Deutsche Bank 9 Josef Ackermann Former CEO, Deutsche Bank 10 Michael Simotas Director, Equities Research/Retail, Food & Beverage, Deutsche Bank 10 Frederic Oudéa CEO, Société Générale Global Head, G10 Foreign-Exchange Strategy, Deutsche Bank Managing Director, Head of Global Fundamental Credit Strategy, Deutsche Bank Managing Director, Fixed Income Trading, Deutsche Bank Copyright © 2013 Appinions. All rights reserved. 89
  90. 90. Company Influence Rank #37 Top Internal Influencers on Royal Bank of Scotland Top External influencers on Royal Bank of Scotland Rank Influencer Title Rank 1 Louis Kuijs Chief China Economist, RBS Hong Kong 2 Brian Daingerfield FX Strategist, RBS 3 Alberto Gallo 4 Influencer Title 1 Tom Porcelli Chief U.S. Economist, RBC Capital Markets 2 Adam Cole Global Head of FX Strategy and Director, RBC Capital Markets Head of European Macro Credit Research, RBS 3 Andrew Dunn Analyst, RBC Capital Markets Gaurav Kapur SVP, Senior Economist, RBS 4 Leo Mariani Analyst, Oil and Gas, RBC Capital Markets 5 Abbas Ameli Renani Analyst, Emerging Markets Research & Strategy, RBS 5 Robert Stallard Analyst, RBC Capital Markets 6 George Osborne Chancellor, Exchequer of the United Kingdom, RBS 6 John Taft CEO, Wealth Management U.S., RBC Capital Markets 7 Paul Robson Head of European FX Strategy, RBS 7 Jacob Oubina Senior U.S. Economist, RBC Capital Markets 8 Ross Walker UK Economist, RBS 8 Mahesh Sanganeria Analyst, RBC, Capital Markets 9 Tatiana Orlova Strategist, Russia & the CIS, RBS 9 Craig Wright SVP & Chief Economist, RBC Capital Markets 10 Junko Nishioka Chief Economist, RBS Toyko 10 George Lewis Group Head of Wealth Management, RBC Capital Markets Copyright © 2013 Appinions. All rights reserved. 90
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