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Fractional CMO Value Proposition
The document outlines strategies for building a social media marketing organization that integrates personal brand value, customer relationship management, and content marketing to enhance engagement and credibility. It emphasizes the importance of aligning social media strategies with corporate goals, investing in training, and understanding different marketing approaches such as push and pull marketing. Additionally, it discusses the need for systematic content creation and agile strategy planning to effectively navigate the digital landscape.
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Fractional CMO Value Proposition
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- 2. AGENDA • Experience Value •Personal Brand Value • Combined Value • Point-of-View • Case Study Experience Value Personal Brand Value Combined “I’m both the product and the service.” ~ CMOaaS Or
- 3. ALAN SEE ~EXPERIENCE VALUE 35 Years Education / Associate Professor Energy / Oil & Gas Technology / Software / SaaS Customer Relationship Management Application Lifecycle Management Marketing Resource Management Data Warehouse ELearning Business Intelligence Technology / Hardware Financial / Banking Marketing / Traditional Advertising / Digital - Social Media Professional Services / Management Consulting Sales Sales Director Individual Contributor B2B Direct Field Based B2B / Inside Sales B2B Indirect / Channels Marketing Chief Marketing Officer Product Marketing Director Alliance Director Leadership Environments SMB Team > 50 Full P&L Responsibility Teacher / Trainer Strategy / Change Agent Team < 3 Fortune 10 Industry Experience Job Experience
- 4. ALAN SEE ~PERSONAL BRAND VALUE (I BRING A LARGE AUDIENCE) Top CMO on Twitter Ranked by Forbes “Marketer of the Year” 2015 and 2016 Recognized for “Customer Experience” Recognized for “Employee Advocacy” Recognized “Influencer” Recognized Marketing Thought-Leader Featured Blogger What does my “brand value” do for your company? It creates credibility and drives traffic to your website.
- 5. WHAT INTERESTS YOUMOST? Experience Value Personal Brand Value Combined • Full-Time or Fractional? • For how long? • W2 or 1099? • Experience, Brand or Both? • Other? Or
- 6. BUILDING A SOCIAL-READYMARKETING ORGANIZATION Strategy • Create and govern your social media strategy as a component of your strategic marketing plan. • Ensure that your social media strategy aligns with your customers' needs and behaviors. • Make sure your social media strategy aligns with your corporate goals, objectives and mission statement. Executive level support and involvement for social media is critical. • Leverage social media throughout the customer lifecycle: • Be relevant through useful content • Be responsive • Communicate with authenticity • Communicate with transparency • Be trust worthy Technology • Provide social media application and platform technology support (permission) for internal users. • Provide tight integration between applications through RSS feeds, etc when and where possible. • Have centralized customer knowledge and data management capabilities. • Allow robust interaction and customer feedback through blogging, user forums, etc. Processes • Have a systematic process for creating relevant and up-to-date content. • Have a systematic process for delivering content to the right place at the right time through the right channel. • Have an agile marketing strategy planning process that allows strategic initiatives to reflect the current marketing environment.
- 7. BUILDING A SOCIAL-READYMARKETING ORGANIZATION Money • Social media is not free. • The “free” versions of many social platforms are designed as a teaser. Full functionality is only made available with the paid version. • Marketing budget Time • Preparing for, and engaging in customer and prospect conversations takes time. • Not just time to learn how all the various social media sites and complementary applications work, but time to prepare the content to distribute through those channels. Training / Culture • The term “digital native” is often used to describe individuals born after 1980, when social digital technologies came online. In other words, social media and other digital technologies are supposed to come natural to them. Don’t believe it. • Whether you are a digital native or digital immigrant (old-world settlers, who have lived in the analogue age and immigrated to the digital world) using social media for business requires training. • Social media channels often become the “voice” of your brand. In order to minimize your risk you will want to have well trained individuals driving those channels.
- 8. SOCIAL-READY QUADRANTS The Listenerstill places heavy focus on push marketing tactics (vs. pull marketing); but also seeks some customer feedback. The Listener also has customer listening posts established in the form of brand monitoring initiatives, although those initiatives may be informal. The Community Builder is fully in the pull marketing camp. The Community Builder looks for ways to engage their customers and prospects in two-way conversations and is comfortable with the concepts of user created content, co-creation and transparency. The Community Builder is focused on influencing and involving vs. educating and controlling their audience. The Broadcaster is typically focused on one way communications and is most comfortable in the traditional world of mass marketing. Leveraging “push marketing” tools and tactics the Broadcaster pushes their product towards the audience which may or may not be aware of it. The Broadcaster largely focuses on the features of their product or service and seeks a direct response from the mass audience. Often times the Broadcaster is focused on a short-term strategy that involves a specific event or time-based campaign. The Conversationalist is in the pull marketing camp. The Conversationalist is typically interested in interacting with their target market at a deeper level of engagement through tighter relevance and stronger brand identification. The Conversationalist begins to focus on the development of trust and perceived value. Social- Ready Customer Relationship StrategyCustomer Relationship Strategy MarketingInvestmentStrategyMarketingInvestmentStrategy Transactional Focus Relationship Focus Tactical Focus Strategic Focus
- 9. BUILDING A SOCIALENGAGEMENT CULTURE LISTEN: Understand what your network is saying PARTICIPATE: Jump into conversations – but don’t go straight into a sales pitch CREATE: Content is King. Be a resource – or find the resource Networking Pillars Networking Foundation Cover Your Network TRUST AUTHENTICITY TRANSPARENCY RESPONSIVENESS Be Realistic: Meaningful relationships are not built overnight Be Positive: View the process as an opportunity to help others Be Prepared: Spend time thinking about what information and insight you can share Be Proactive: Nurture and maintain your network
- 10. FUTURE STATE? SOCIAL MARKETING2.0 ORGANIZATION MSM = Mainstream Media
- 11. PUBLISH OR PERISH "Publishor perish" is a phrase coined to describe the pressure in academia to rapidly and continually publish academic work to sustain or further one's career. LinkedIn Notifications Do you feel like you are blogging for your life? Tweeting to save the family farm? Writing, shooting photos and video, and podcasting to demonstrate that you are the “thought-leader,” “trusted advisor,” “expert guru” and engaging “growth hacker” for your industry?
- 12. WELCOME TO THECONTENT MARKETING ARMS RACE Trust = Engagement (feedback) Communication Process
- 13. TRUST = Rapport CredibilityX Risk TRUST ISTHE REAL CURRENCY IN THE SOCIAL ECONOMY • Rapport: A relation of harmony. A sense of shared understanding. • Credibility: Worthy of belief or confidence. • Risk: Exposure to the chance of loss; a hazard or dangerous chance.
- 14. CONTENT MARKETING MEETSTHE SOCIAL ECONOMY Noise
- 15. SOCIAL MEDIA MARKETING (CONTENTMARKETING) GOALS Sales Leads Nurturing Show me the direct ROI Qualified and Ready-to-Buy Creating awareness and nurturing interest in the target market. Building trust and credibility.
- 16. TOP OF THESALES FUNNEL ACTIVITY Interest Forecast Close • Website Traffic • Email Opt-ins • Community Building • LinkedIn • Facebook • Twitter • Google+ • Downloads • Demo Requests
- 17. WEBSITE TO TWEETCORRELATION WWW.CMOTEMPS.BIZ ** @ALANSEE 6 Month Trend 3X
- 18. BRANDED SITES (SAMPLE)* ALAN SEE + CMO TEMPS http://www.cmotemps.biz/ http://www.temporary-cmo.com/ http://alanseecmotemps.com/ https://twitter.com/cmotemps https://www.google.com/+CmotempsBiz https://www.facebook.com/InterimCMO https://www.youtube.com/user/InterimCMO http://www.alansee.com/ http://alansee.ceo/ http://alansee.us/ http://alansee.net/ http://alansee.me/ https://about.me/alansee www.FractionalCMO.Rocks www.InterimCMO.Rocks www.RentaCMO.Rocks www.AlanSee.Rocks https://www.linkedin.com/in/alansee https://www.google.com/+AlanSee https://www.facebook.com/AlanSee.USA https://www.youtube.com/user/alanjsee http://www.pinterest.com/alansee/ https://vine.co/Alan.See http://instagram.com/alanseeusa http://www.slideshare.net/alansee http://alanseecmotemps.com/ https://twitter.com/AlanSee https://www.shocase.com/alanjsee http://alansee.tumblr.com/
- 19. SALES & BUSINESSDEVELOPMENT POWER TRIANGLE Personal and Corporate Brand Blog Twitter LinkedIn
- 20. WHAT DO YOUCONSIDER CONTENT? EBooks Articles Blog Posts Tweets and Status Updates P R O C E S S V I D E O + P I C T U R E S
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- 22. BRAND CONSISTENCY Digital Channels PersonalCorporate @AlanSee @CMOTemps LinkedIn Profile Company Profile Group(s) Facebook Personal Facebook Business Page Facebook Groups(s) Google+ Personal Google+ Business Page YouTube Personal YouTube Business
- 23. PLACEMENT PARTNERS *WRITE ONCE POST MANY www.AlanSee.com (blog) AT&T InsideCXM MarketingPersonalization CustomerThink.comCMOTemps.biz
- 24. BURMA SHAVE STRATEGY– DRIP MARKETING SlideShare
- 25. CUSTOM LINKS FORTRACKING CONTENT (BIT.LY)
- 26. BRANDED CURATED CONTENT http://alanseecmotemps.com/… via http://paper.li/
- 27. WASH – RINSE- REPEAT Have I blogged about it before? How long ago? Where did I post it? Update material and post. What news or events are timely? Update and Repurpose
- 28. MINDLEADERS EXAMPLE INTEGRATED, CONTENT-BASEDMARKETING PROGRAMS PROMOTED THROUGH SOCIAL MEDIA Media Partners: • Social Media (Twitter, Blogs) • Human Capital Media: Publisher of Talent Management Magazine • Human Capital Institute (HCI.org) • WorkForce Magazine • LRP Publications: Publisher of Human Resource Executive • Google Ad Words Communication Channels: • Twitter, LinkedIn, Facebook, Search • Newsletter sponsorship email blasts • Microsites (HCI, Squidoo) • Custom email blasts • Banner Ads • Print Ads Content Artifacts: • Talent-Ready Assessment • Learning-Ready Assessment • Leadership-Ready Assessment • TalentGuides • Free Courses (Sexual Harassment) • White papers & Benchmark Reports: • UX White paper • TRA Benchmark • Managers as Lifelong Learners • Twitter for Branding • CrossKnowledge Videocasts • Blogs, Tweets, LinkedIn/FB posts * 2012 MindLeaders developed content
- 29. MINDLEADERS EXAMPLE Twitter Jan1, 2012 Oct 1, 2012 Growth Followers 2,495 12,290 500% Klout 41 63 54% Listed 37 402 +1,000% Tweets 454 2,446 540% LinkedIn Corp Follows 483 911 190% Group Members 209 460 220% Facebook Likes 554 1,045 190% Social Platform Metrics (9 months) Campaign Metrics ( May – August … 4 months) 2,100 leads … cost per lead < $40
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- 31. Talent Management Magazine(Human Capital Media) • Spend: $20,000 total • 2 full page print ads • 4 mail drops (5K each = 20K total names) • 2 months banner presence on website (20K impressions) • Promoted the following: • Talent-Ready Assessment • Learning-Ready Assessment • TalentGuides • White paper: TRA Research Results • White paper: Branding on Twitter • White paper: UX • Free Sexual Harassment Course • Results: • 226 leads • Summary: • At $88.50 per lead again kind of high. In all fairness though I knew the print ads would not drive leads (total of 14) and was doing that element for branding purposes only (and to pump up our sales force since they always seem impressed when they know print ads are going out). Newsletter blasts and email blasts gave decent results.
- 32. MINDLEADERS ORG CHART CMO ArtDirector / Graphic Design Internet Engineer / Webmaster + Marketing Tech Content Manager / Writer Marketing Director / Project Manager
- 33. MANY HANDS MAKELIGHT WORK Social Employee Advocacy + Training