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.

2. 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)

3. THE NEW MEDIA JOURNEY Social Media Maturity Model

5. ORGANIZATION LAGS AMBITION

6. WHY A WORKING GROUP WON’T WORK Maturity Stage: Discovery Maturity Stage: Experimentation

7. THE WAY FORWARD

8. MEET THE RINGMASTERS Michael Donnelly Group Director Global Communications The Coca-Cola Company Jeanette Gibson Director Social Media Marketing Cisco Systems Zena Weist Vice President Edelman Digital

9. Let’s keep up the dialog [email_address] @CEB_MLC mlc.executiveboard.com www.linkedin.com/pub/pat-spenner/3/b27/816