This document discusses how Chief Marketing Officers are leveraging social media data to improve marketing strategies. It finds that CMOs recognize the importance of social media and are using social data to influence decisions across departments. Specifically, over 50% of CMOs have used social data for predictions and forecasts. CMOs also trust social data to reveal consumer sentiment and improve brand awareness. The number one use of social data by CMOs is now brand management as they use it to better understand customer needs and drive sales. However, CMOs still face challenges of data overload, adapting to new technologies, and integrating marketing activities across channels.

1. The Social CMO
Are CMOs gearing up for the Social Media Revolution?

2. Shifting trends for CMOs
• CMOs recognize the critical and permanent shift occurring in the way
they engage with their customers.
• They identify that the ROI will be the primary measure of the
marketing function’s effectiveness.
• CMOs are seeing increasing responsibilities in managing marketing
returns, but have highly any influence over promotion, products,
place and price.

3. Social Media Data Elevates CMOs
• Social media data influences decision-making of
CMOs and almost 50% of them have used it to
make predictions or forecasts.
• CMOs use social media data to impact decisions
beyond marketing. The customer insights are used
in product development, customer experience,
sales, and C-level discussions.
• CMOs trust social media data to reveal consumer
sentiment and improve brand awareness. They also
are very confident of the impact of social media on
brand loyalty and awareness.

4. Marketing loves Social Media Data
• The number one use of social data by CMOs is now brand management. CMOs
are leveraging social media data to understand and to respond to their customers
needs more effectively driving sales and enhancing their reputation.
59.60%
36.80% 36% 35.10% 34.20%
25.40%
17.50%
9.60% 0.90%
Executive
Brand Customer Product Customer
Sales HR IT Management None
Managent Experience Management Service
Team
59.60% 36.80% 36% 35.10% 34.20% 25.40% 17.50% 9.60% 0.90%
Source: The CMO Club

5. Social Media Reflects Consumer
Sentiment
• CMOs believe that social media data reflects business trends. They
also strongly agree that social media is effective for identifying
distinct trends among consumers. Social media data is clearly credited
for indicating -
Trends or patterns Consumer sentiment Influence of Consumer sentiment
that may impact Consumer towards groups/individuals on towards
business demographics products/services purchase decisions company/brand
17.7 17.7 19.3 22.1 27.2
77.9 72.8
83.3 80.7 79.7
Agree Disagree Agree Disagree Agree Disagree Agree Disagree
Agree Disagree
Source: The CMO Club

6. Social Media Impacts Sale
CMO today are confident that social media impacts awareness and
loyalty and that social efforts have a measurable impact on -
Brand Awareness Brand Loyalty Sales
17.7 18.5 23.8
82.3 81.5 76.2
Agree Disagree Agree Disagree Agree Disagree
Source: The CMO Club

7. Takeaways for CMOs
• Social data can give hints to future consumer feelings about a product.
• Using social data drives better results in departments other than
marketing. Monitor conversations about your brand on key social
media channels to identify areas to improve on, products or services
to develop, or consumer complaints to address.
• Insights from social data should be used in customer
experience, product development, sales and brand management
departments.
• Constantly monitor consumer behavior to identify new tolls and
behavior to effectively track to manage the brand’s reputation.

8. The Challenges
• Data explosion: CMOs are having a tough time managing and analyzing the increasing
data points from new digital sources, in addition to traditional sources such as sales data
and market research, to extract the meaningful insights.
• Proliferation of new technologies: With the growing number of new marketing channels
and devices, from smart phones to tablets, CMOs are struggling to boost their digital
proficiency.
• Globally Connected Consumers: As the interconnected consumers have broken down the
barriers between global and local, the challenge is to adapt new strategies to give global
consumers a delicate balance of local, regional and global campaigns.
• Multi Channel communication: Most CMOs feel that marketing activities are not fully
integrated across digital and traditional channels. They are underprepared to real the
benefits of cross-channel experiences.
• Organizational silos: CMOs are responsible for the integrated marketing of their
organization’s products, services and brand reputations but lack significant influence in
other departments such as product development, pricing and selection of sales channels.

9. We create Social champions!
If you are gearing up to tap into social media potential, give us a call for
help.
info@digiqom.com | +91 98110 44801