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17/01/2012 by
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How Should CMOs Change The Communication?

Your company has a Facebook fan page, maybe a Twitter account and thinking about joining Google+ as your competitors do the same and it’s on your “To Do List” for upcoming months in 2012. Hire a few community managers and maybe a consultant, all done and working! Or it may not be so as the social networks are maturing and also the users. How should CMOs change the way they communicate?

How Should CMOs Change The Communication?

CMO Council and Lithium surveyed more than 1,300 consumers and 132 senior marketers to understand the voice, velocity and value of social media. Here are the results and insights from the research to help CMOs better understand the way how they should communicate.

From the users perspective the on-line audit shows that the consumers are mostly open-minded, engaged, loyal and willing advocates for the brands they admire but also demanding and of course want something in return.

The consumers are looking forward to, want and expect much more from the brands in the on-line environment, such as:

  • better experiences;
  • deeper engagement with each other and the brand;
  • reasons to participate;
  • and rewards when they do.

The expectations are there and to gain advantage in social, focus on these in 2012. It’s obviously not the holy grail of social media, but sure something to start with, in case these have been missed in the past

It's all communication

Detailed Findings – Marketer

The charts below represent answers of marketers, from which 30% are Chief Marketing Officers, 16% Directors of Marketing and 8% VP of Marketing or Digital Marketing from IT, Retail, Financial Services, Insurance, Food and Beverage and many others fields.

More than 50% of the surveyed marketers believe their brand influence and voice is growing. On the contrary, only 7% say it’s excellent and of course as brands vary, there are also some limitations for content.

How do you rate your level of brand influence in social media channels?

How do you rate your level of brand influence in social media channels?

From the communication perspective, from customer to company, the majority is through e-mail (76%) or customer service lines/call centers (11%). The surprising part is, that only a few (11%) would post on a brand’s Facebook fan page or Tweet (8%).

Maybe useless to mention successful Twitter customer care/support of XBox or Twelpforce

How do your customers typically interact or communicate with you?

How do your customers typically interact or communicate with you?

Yes, everything is about the money, that’s the truth. There will be money, there were money…but they aren’t money right now. The question is: “WHEN THAN?” Every day is a missed opportunity and your competitors are out there. And not having a break.

Yes, there are concerns about the future, the crisis, etc. But if there’s a budget for TV campaign (are you 100% sure it’s still the best medium for your target audience?), there should be budget for social media strategy.

I’m also sure, you must have heard about social media monitoring and measurement tools that quantify the results of your social media presence.

What concerns you the most about your investments in social media initiatives?

What concerns you the most about your investments in social media initiatives?

But all this starts with a proper, planned and organized social media strategy. It’s not a banner campaign. It’s not an event. These may be part of it, but as you may see, marketers are still struggling to integrate social media within other channels. More than a third admit they have not developed fully integrated strategies for social media. There always has to be a strategy.

How would you describe your existing social media strategy?

How would you describe your existing social media strategy?

Detailed Findings – Consumers

The pool of respondents consisted mostly of 18-44 years old (67% in total), slightly more females (52%) which mostly had less than 300 friends on Facebook and less than 300 followers on Twitter. These also followed less than 300 brands on Twitter and “liked” a maximum of 300 brand pages on Facebook.

From the user’s perspective, it’s a bit more simple. They mostly connect with brands to relax, play games, do contests. But interesting statements are – they are looking for products to learn about them, show they are fans and want to share experience. But of course also to complain.

I connect with brands on Facebook and other social networks:

I connect with brands on Facebook and other social networks:

Ok, maybe the users are also not yet prepared to communicate with brands only through social networks and find it more convenient/secure to send an e-mail or fill out a form. Or wait in a cue calling customer service line (really hate it!). But also do post on a Facebook page, discuss on forums and Tweet. Don’t underestimate these channels and focus on them.

When I want to communicate with a brand, I…

When I want to communicate with a brand, I…

And now why do these people connect to your brand? They expect something special. Another way of talking, different approach or basically to have an advantage, like…yes – discounts, special promotions and offers. Everyone likes to be indulged.

These are some of the new ways I’m using social media this year:

These are some of the new ways I’m using social media this year:

Peer pressure is a strong “tool” and is one one of the strongest in the social media space as users inspire each other to engage and try new or different brands that they may not heard of before. Suggestions from friends and vice versa works. That’s what is Google+ trying to achieve and social search, if successfully implemented, will be a hit.

Because of social media, I am more likely to:

Because of social media, I am more likely to:

 

As you see, the information is out there, the next big steps are to get in depth knowledge of what social media space offers, listen to your customers, watch competitors, create a strategy and implement it. It may not be easy, but it’s worth it.

And as this is not the full report from CMO Council but only a part, I’d like to advice you to grab it. Does not have to become a bible, but it’s worth reading and sending over to your marketing department in case they did not hear about it.

Source: CMOcouncil.com; Social Brand Experience Full Report