social media marketing

Are you a Social CMO? Introducing The Social CMO Survey for 2011!

For our 400th post on the Social CMO blog, we thought it was important to share something new and momentous with all of you!

With this in mind we are today introducing The Social CMO Survey and hope to get input and feedback from all you Social CMOs and aspiring Social CMOs out there! Take The Social CMO Survey!

The results of this survey will give us a better handle on where chief marketers and senior marketing managers are at today with Social Media and most importantly where they are going.

At the same time, these responses will allow us to develop a better picture of current CMO personas, how these are evolving and where they are headed as we continue to move forward into a social digital marketing future.

So what are you waiting for, take a few minutes and contribute to this important research! Every qualified participant properly completing the survey will be sent a summary report of the results once they are tabulated.

Here’s the link to The Social CMO Survey and we look forward to the responses from all you Social CMOs out there!

Cheers

Jeff Ashcroft

Joining Collective Bias as Chief Social Marketing Officer…

I’ve been working in digital marketing since 1997, and each year I believe more strongly in the power of relationships for effectively connecting brands with consumers.   Back then, I never could have imagined the incredible connection-building possibilities provided by social media, but I am enjoying witnessing the world-wide adoption of social media as a viable business tool!   There’s no place I’d rather be than in the middle of this shift, and am pleased to have the opportunity to share my expertise with and learn from the team at Collective Bias as their Chief Social Marketing Officer. This is very exciting and something John Andrews, the founder of Collective Bias, and I have talked about for a long time.

I love the blogging community because when it comes down to it, they genuinely want to share useful information, and to connect people to information and products.   That really hit home for me when I was CMO of e.l.f. Cosmetics (Eyes Lips Face) from 2008-2010.  I pioneered a program to develop and utilize blogger relationships to exponentially increase and sustain the e.l.f. brand visibility, and because of the blogger energy, talent, and networks,  the program at e.l.f. brand evolved and succeeded with a unique approach toward not just beauty, but also accessibility, interactivity and consumer engagement.   At that time, the jury was still out on the business value of social media, but the success of this program confirmed for e.l.f. (and other previously skeptical businesses), that building relationships with consumers not only enhances the long-term viability of the brand, but has a direct short-term effect on the bottom line.

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Face-to-face Customer Service Still Matters

I recently wrote about the dangers of disparity between the customer experience in the social media channel and the customer experience in the traditional channel … and the importance of INTEGRATING your brand messages across all channels.

We also need to make sure that we integrate our brand messages across platforms – both face-to-face and online.

Real-life example:  I have been involved with my bank for years – I’m an Advocate, and I go to this bank all the time.  This week after visiting my bank in their physical location, I walked out realizing that more often than not, I leave their “store” not feeling good.

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Q&A: How to drive measurable ROI from social media NOW

Courtney Velasquez, Social Fabric Community Director, interviewed John Andrews, Collective Bias (CB) Founder/CEO, and Ted Rubin and Dave Henry of the CB Board of Advisors to understand how brands and retailers can measure social media ROI, engage in shopper listening and receive shopper feedback. Originally posted at CollectiveBias.com

1. How can brands drive measurable ROI from social media now?

John: This is such an important question! ROI is usually addressed from a longer-term perspective, and with the immediacy of social media interactions (and exponential growth and adoption), we really do need to see measurable ROI in the shorter term.

Ted: Social media is so popular and effective as a marketing tool because it focuses on the customer experience instead of just throwing an advertisement at them and hoping the impression will stick. The key, then, to driving measurable ROI is in customers’ shopping experience. JUST by listening to what shoppers want, you can improve their shopping experience (e.g. in-stock position, proper assortment, promotion placement, etc.) and grow your sales by a measurable effect immediately. Be a socially-focused organization.

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Social Media Strategy: What doesn’t work

You know what doesn’t work for a social media strategy? Not being social. It might sound like common sense, but all too often, being social is overlooked in a social media strategy.  It’s not enough to just start accounts with all the most popular social media tools and community sites, even when you include professionally-designed graphics and a big bold display of your logo and a few text lines about your brilliant mission.  First and foremost, you absolutely must BE SOCIAL!

When you are not being social, even if you think there is no message, you ARE sending a message to your consumers and potential consumers –  and it is not a message you want to have associated with your brand.  That message is… we don’t want to socialize.

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Return on Relationship: The New Measure of Success

Social media is quickly becoming a way of life… and a way of business as more and more companies are realizing they need to integrate social media into their marketing strategies.  We can’t, however, expect to do “business as usual” and succeed in building an eager audience around our brands.

If you want to continue to reach your market in this social media age, the marketing focus needs to be on building relationships, and metrics need to expand beyond ROI (Return on Investment) to include ROR: Return on Relationship.

Most measurements and empowerment stats that are used with regard to relationships (i.e. number of Facebook fans, Twitter followers, retweets, site visits, video views, positive ratings and vibrant communities) are not financial assets, but that doesn’t mean they are worthless.  Instead, these are leading indicators that a brand is doing something that is creating value that will be with you for the long term and will drive ROI if developed and used effectively.

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No more mixed messages: Integrate Social Media Marketing!

Social media marketing to most in the C-suite is still a campaign-based tactic, viewed and managed separately, but it really should be integrated.  Social media marketing needs to be woven into the fabric of all marketing channels and strategically managed from a 360-degree perspective.

This integration is especially important around Customer Service, where the disparity between the customer experience in the social media channel and the customer experience in the traditional channel is a dangerous chasm.   The result is a mixed message around Customer Service – an area where none of us can afford to be unclear or inconsistent!

Think of it from the customer perspective (as you always should):  they get a quick response and dedicated attention in the social media channel, and then are subjected to the “same-old, same-old” via traditional customer service channel.  Long waits (phone or in person) and inattention in one channel will immediately cancel out any gains from your social media marketing channel.

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Influencers Want to be Influenced

Let’s face it… customers don’t become influencers in order to champion brands out of the goodness of their hearts, or because of a brilliantly-designed logo or a couple coupons they can download from the internet.

Customers become influencers because something about their experience with a brand influenced them first… and they want to continue that experience.

Influencers don’t want to be told what to do or what to buy, they want to have an experience so amazing that they are compelled to share it with their networks.   It can be a product that proves to be everything it was advertised to be PLUS MORE, or impeccable and genuinely friendly customer service, or any other experience that was so out of the ordinary that it influenced the customer to form a solid opinion about the experience and then take action to encourage others toward that same experience.

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Make Your Customers Feel at Home

In the physical world, when our trusted and valued friends come to visit our house, we often welcome them by saying, “Come in…make yourselves at home!”   In the virtual world, do you do the same thing?  When customers and prospects visit your online site, do they feel at home there?

Think about retailers that offer snacks, coffee, samples, valuable information, and sometimes even entertainment in their shops.  They create a welcoming atmosphere for their customers because they know it will encourage them to stay around the shop, browsing the products and learning more about the brand…and greatly increasing the chances of a sale.

Your online site needs to do the same thing.  What do you do to make your current and prospective customers feel comfortable?   What are you doing to add value to their day?  What experience are you giving them? In other words, how are you inspiring them to stick around now and return later…with their friends?

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Advocacy Drives “Social Sampling”

Kleenex made waves with its recent “Softness Worth Sharing campaign,” which encouraged people to have FREE Kleenex sample packs sent to friends and family.  Earlier this month, a reported 1 million Kleenex packs had been sent on behalf of Kleenex consumers!

What made this innovative campaign so successful?  Kleenex gave consumers the chance to not only interact with their product, but to also easily give their friends/family the same experience. In other words, Kleenex identified Advocates, who in turn sent more samples and encouraged their networks to do the same… they were energized and mobilized.  Social sampling at its best!

One important part of this campaign was providing a way for people to track the campaign online – including their own “chain of sharing,”  where a consumer can see if their sample-sending inspired someone else to send sample(s).  When consumers can see the impact of their action, it can easily inspire them to act again and spread the word to their friends about this “cool thing you have to check out!”  Again, it energizes and mobilizes Advocates.

We know how important it is to give our Brand Advocates the tools to market our products for us, and now Kleenex has taken this concept one step further by giving consumers the tools AND THE PRODUCT (samples) to share with their networks.  They have made it easy and fun for Advocates to create a buzz around a specific product and to share theexperience of the product.

Successful social sampling campaigns rely on consumer-to-consumer connection, and your Advocates are the most powerful way to create those ties.

Ted Rubin

Originally posted at Zuberance