Your brand is your promise to the market, and the social CMO is the brand steward that must meet the demands of an empowered customer. We exist in an "Age of Influence" that has enabled anyone with the ability to build an audience to advocate for brands, build relationships and influence outcomes.
Social CMOs should focus on two core objectives:
Educate and encourage executive stakeholders, employees and partners on how to activate their individual brands through a disciplined approach to building, nurturing and growing their social identities.
Leverage your best assets within your company – your people – to help build and enhance your brand and be dynamic advocates for your products and services.
"Social executives, and especially social CMOs, don’t just benefit themselves by learning more about today’s real-time, viral-friendly marketing climate, they benefit their employees by modeling best communication practices and showing a commitment to bringing organizational culture into the 21st century." (The Social Employee. McGraw-Hill, 2013)
Nine of the Top 50 Influencial CMOs are from Fortune 50 companies. 44% (22 out of the Top 50) are women. (Forbes: 50 Influencial CMOs on Social Media, September 18, 2014).
72% of marketers think branded content is more effective than advertising in a magazine; 69% say it is superior to direct mail and PR. (NewsCred)
67% of marketers say increasing sales directly attributable to digital marketing campaigns is a top priority this year. (Forbes)
71% of companies planned to increase their digital marketing budgets this year, by an average of 27%. (Econsultancy)
In the next five years, digital budgets will account for more than 76% of the marketing budget. (trap!t)
Social networks will earn $8.3 billion from advertising in 2015. (Jeff Bullas)
Social business offers an opportunity to understand, engage, and transform new audiences, particularly your next generation Millennial customer, who expects more.
Develop an authentic and disciplined approach to content that is relevant to your audience(s) and encourages interaction with the brand - fully embrace video and slideshare in 2015, and plan for reuse and reclaimed content from the onset.
Be open and flexible about the tactics that encompass the social strategy, and make informed decisions based on performance and engagement metrics and data.