Notes Version: Why You Need a New Media Ringmaster
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The document discusses the need for companies to have a "ringmaster" to lead their social media efforts. It notes that based on a survey of 500 large and mid-sized companies, most are still in the early stages of social media maturity. It states that simply having a working group will not be enough and that what is needed is a ringmaster to coordinate social media strategies and ensure efforts align with business objectives. It introduces three panelists who are examples of effective social media ringmasters from Coca-Cola, Cisco Systems, and Edelman Digital.
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Similar to Notes Version: Why You Need a New Media Ringmaster
Why You Need a New Media Ringmaster
The document discusses the need for organizations to have a "ringmaster" to lead their new media and social media strategies. It introduces the Marketing Leadership Council's Social Media Maturity Model for benchmarking where organizations are in adopting social media. While many organizations want to use social media, they often lack dedicated leadership and coordination. The document argues that a working group alone is not enough and that a ringmaster is needed to guide an organization's social media journey and help them progress from the discovery stage to experimentation and beyond. It profiles examples of ringmasters from Coca-Cola, Cisco, and Edelman Digital.
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- 1. 9/30/2011 WHY YOU NEED A NEW MEDIA “RINGMASTER” Patrick Spenner Marketing Leadership Council Panelists: Michael Donnelly, Coca-Cola Jeanette Gibson, Cisco Systems Zena Weist, Edelman Digital (formerly H&R Block) THE NEW MEDIA JOURNEY Social Media Maturity Model 1
- 2. 9/30/2011 STILL EARLY DAYS About the Council’s Social Media Maturity Model • 20-minute online survey with questions about business objectives, audience and current social media practices • Administered to 500+ large- and mid-sized enterprises over the last 18 months • Available for you to benchmark your organization—email pspenner@executiveboard.com ORGANIZATION LAGS AMBITION WHY A WORKING GROUP WON’T WORK Maturity Stage: Discovery Maturity Stage: Experimentation 2
- 3. 9/30/2011 THE WAY FORWARD MEET THE RINGMASTERS Michael Donnelly Jeanette Gibson Zena Weist Group Director Director Vice President Global Communications Social Media Marketing Edelman Digital The Coca-Cola Company Cisco Systems Let’s keep up the dialog pspenner@executiveboard.com @CEB_MLC www.linkedin.com/pub/pat-spenner/3/b27/816 mlc.executiveboard.com 3