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

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

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

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

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