At the 2011 Digital CMO Summit, John Bell, Managing Director at Ogilvy 360 shared his thought provoking presentation – Overcoming the CMO’s Dilemma. John discussed a number of key questions and challenges that CMO’s are facing as brands begin to move from “experimentation into operationalizing” social media. It’s not as simple as senior marketing executives finally “getting it.” CMOs and their immediate teams are faced with some organizational issues, capability gaps, and the unforeseen consequences of embracing social media marketing and communications. Below are the 7 big challenges that must be overcome in order to reap the largest business value from social media:
1. Challenge: The Curse of the Channel Mindset
Solution: Plan around owned, earned and paid ‘engagement’
2. Challenge: Understanding what to value
Solution: Adopt a new model that values behavior
3. Challenge: Uncontrolled growth
Solution: Social Brand Management
4. Challenge: What do I do with my Web site
Solution: Develop a content strategy
5. Challenge: Assigning the right roles
Solution: Form a “center for excellence”
6. Challenge: Building knowledge and capacity
Solution: Train, train, train
7. Challenge: How else does social media drive value?
Solution: Develop a social business strategy
Hear from John as he discusses the 7 big challenges and more on the CMO’s Dilemma on the Compete YouTube Channel.
About John: John Bell, managing director at Ogilvy, developed and leads 360° Digital Influence, the world’s largest, award-winning network of social media strategists, with team members in more than 27 countries. Bell and his team have designed integrated social media strategy and programs for B2B and B2C businesses as diverse as Unilever, American Express, Dupont, LG, and Lenovo. Bell has also received recognition for his enterprise social media strategy for The Ford Motor Company.
Kristen Renda serves as Marketing Manager for Compete. Since joining the company in 2008, she has been fully immersed in all aspects of Compete’s marketing programs; developing and executing both online and offline campaigns. Most notably, she plans and manages all company events including the annual Digital CMO Summit.