John Bell's slides from his Like Minds 2010 presentation, "The CMOs Dilemma" You can watch the video here: http://insights.wearelikeminds.com/john-bell-on-the-cmos-dilemma/

1. Spring 2010
The CMO’s Dilemma
Or How Do We Go Beyond a Token ‘Social’ Gesture
Notes added

2. A Play in 3 Parts >

3. > The CMO’s Dilemma

4. > The CMO’s Dilemma
After a year of experimentation in social media, the CMO of a global FMCG
(Fast Moving Consumer Goods) company had high hopes for the latest social
media program from his brand team. This time, he thought, they had
cracked the social media code.
They went to their traditional agency partners, they called in the social
media gurus. The media companies offered paid placements in social
networks. The advertising creatives designed a clever Facebook application,
and the PR team reached out to some high-­‐traffic bloggers.
The brand team felt they had the tactics to transform their traditional
marketing campaign into a social media campaign. But, with no real way to
measure the impact , it just seemed like a lot of work to generate modest
engagement online. The six month campaign was coming to a close, the
CMO was disappointed – depressed even.
He wanted something bigger, something that reminded him of mass media.

5. > The 5 Barriers to Overcome

6. No consensus on an evaluation model
3M+fans 100 posts
in 7 Days
Is 3M fans ‘good’? Why not 10m? How could 100 posts possibly help a brand? Both of these
numbers lack any context. Both programs – iTunes Facebook everyday engagement and Ponds
Influencer Engagement program in China -­‐ could be highly successful. But with no
organizational consensus around KPIs, these numbers will mean different things to different
people.

7. ‘Social’ currently planned
as a channel or tactic
This Facebook app is just dropped into the brand page and has no real
reason to exist. The finger-­‐candy game may keep users “in” the brand page
but that is not what social media engagement can really be…

8. 90% of Facebook interaction
happens in the Wall
And why all the ‘hoopla’ on apps when most user interaction happens in the
Wall/News Feed? That’s a different type of engagement much more like
participating in a community. Victoria’s Secret Pink has 4m engaged fans
based on what the post in the Wall.

9. Buzz vs. Sustained WOM
300000
A campaign-based culture
Social Media "Impressions"
250000
200000
150000
100000
50000
0
-50000 1 2 3 4 5 6 7 8
Months
Most marketers – B2C and even B2B – plan in terms of a campaign usually
defined by the length of the media buy. The turn it on and then turn it off
BUZZ Sustained WOM
losing all continuity and relationship with their customers and influencers.
Time for an ongoing approach not limited by campaign thinking.

10. No forum for “best practices”
Best practices would tell the brand team that they need to resolve the 3-­‐4
Nutella fan pages to one and to start to actually use that 2-­‐way channel. This
one has over 1m fans and no info in “info” or activity on the Wall. You really
only need to learn this lesson once.

11. Apologies to the Eat Out restaurant Awards 2009
Media
Leadership goes to the biggest budget
Marketing and communications programs
continue to be lead strategically by
whoever has the biggest budget, generally
media buying or advertising creative. Either
that or the ad team does it as they
historically articulate the brand in
expensive media. They may not be the best
equipped to design a social media-­‐based
program meant to activate and amplify
word of mouth and true engagement. Time
to invite other digital and social strategists
to the table (and even the head of the
table)
Advertising
Leadership goes to the biggest budget

12. > The 5 Barriers to Overcome
No ‘Social’ A
consensus currently No forum Leadership
on an planned as campaign goes to the
-based for “best
evaluation a channel practices” biggest
model or tactic culture budget

13. >
The 5 Steps to Social Media
with Business Impact

14. Brands – especially big, complex brands – can develop consensus on measurement KPIs that
matter to their organization. We have. Our Conversation Impact model is open to everyone
and was designed specifically to help brand marketers like ourselves understand the impact
of their social media programs.
Agreeing on a model gives a diverse organization a real way to evaluate all of the
experiments that are going on out there. We report against the sales and advocacy funnel…
Build consensus on a “pretty
good” measurement model

15. Conversation Impact ™
New Measurement Model
Awareness
Evaluation
} Reach
Engagement
} Preference
}
Conversion
Loyalty Action

16. Conversation Impact ™
Measure Engagement > Action*
Reach Preference Action
Sentiment index of online
Unique Monthly Visits –
conversation (% positive - % Sales
owned and earned media
negative), # / pts change
Share of positive voice in
Time on site, # / % change Registration
category
Volume of online Relative net promoter score
WOM network action
conversation (NPS) in category
Message pull-through Blog/Twitter-based action
*Ogilvy’s Conversation Impact™ Social Media Measurement Model

17. Embrace a Social Media
Engagement Framework
There is a more effective way to design and deploy social media programs. The following
framework allows you to design a program that:
• Is driven by what your customers are saying and searching for
• Integrates paid, earned and owned media for the compound effect they can deliver
• Wherever possible and appropriate invites not just influencers but customers into a brand
community (think Facebook) for a persistent, long-­‐term relationship
• Measures, optimizes and measures again

18. Social Media Engagement Framework
Active Listening
Listening to CGM, Sharing Internally and Responding
EARNED OWNED PAID
Social IRM Social
(Influencer Engagement
Content
Relationship Advertising
Management) Strategy
Brand Community & CRM
Cultivating and Interacting with a network of customers or advocates
Measurement
Integrated performance and ROI social media measurement

19. Establish a Learning
Organization
Do yourself a favor and surrender to the idea of ongoing training. Things are changing so fast,
no seminar will ever cover off on what you need to know today never mind tomorrow. We
have developed a belt system with over 30 courses ina our curriculum to stay share and
breed experts.

20. Social Media Training
Social Media Social Media Social Media
White Belt Red Belt Black Belt
Understand Participate Lead

21. Social Media Training
Social Media White Belt Social Media Red Belt Social Media Black Belt
Objective: Create team Objective: Build a group Objective: Elevate the
that understands social of mid-level strategists best digital strategists to
media, can speak 360 DI, trained in our core be members of our
recognize opportunities strategy offering and can extended team –leading
contribute to DI projects DI projects.
Training Vehicles: On Training Vehicles: 2- Training Vehicle: 2-
Demand Curriculum, Live day DI Strategy & week Strategist in
Webinars, Office meetings Execution Bootcamp, Live Residence immersion &
Webinars full course
Understand Participate Lead

22. Define Your “Social Brand”
A small but important step includes taking the time to define your social brand. Based upon
your core brand position and informed by the sometimes informal and dialogue-­‐centered
nature of social media, how can your brand team speak and behave online to be of service to
people and authentic to the brand? Ask yourself some questions.

23. The Social Side of Your Brand
If you met your brand at a party, how would you
describe it?
What voice could your brand speak in?
From within your company, who would be a good
archetype for that voice?
Is your brand more likely to engage in conversation or
help others do the same?
If you could invite your customers over what would you
do together?

24. The 5 Steps to Social Media
>
with Business Impact
Build
Consensus Embrace a
Define Long Establish a Define Your
on a Social Media
“Pretty Good” and Short Learning “Social
Engagement
Measurement Term Goals Organization Brand”
Model Framework

25. “We may be ahead of
our competitors, but
we’re most definitely
behind consumers.”
— Simon Clift (former) CMO of Unilever

26. CONTACT
John H. Bell
Managing Director | 360° Digital Influence
Ogilvy
email: john.bell@ogilvypr.com
blog: http://johnbell.typepad.com
Twitter: jbell99