Tag: Influencer Marketing

The New CMO: How One of the Most Influential C-Suite Roles is Changing [Webinar on Demand]

Yesterday I had the pleasure of discussing the evolving role of the Chief Marketing Officer (CMO) with Sabrina Stoffregen, Corporate Initiatives Marketing Manager and Director of Intel’s Ambassador Program.

Traditionally the CMO has been responsible for building the brand outside the organization in critical areas such as:

  • Reputation, Community Responsibility, Brand Equity
  • Driving demand for lead development of offerings (products, services, solutions)
  • Improving customer engagement
  • Delivering measureable value at each stage of the Customer Lifecycle

Increasingly, CMOs are leading efforts to build the brand from inside the organization as well. Expanding critical relationships and change management requirements drives the need for collaboration across multiple business units and organizations, in such areas as:

  • Supporting the CEO and partnering with C-Suite to address transformation across business functions i.e. CRM, customer engagement
  • Supporting other key C-Suite leaders across the organization, such as CHRO, to communicate company values, building programs that inspire employees to adopt cultural beliefs and act as active and engaged brand champions, delivering on brand promise

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CMOs Growing Influence
As a result of the explosion of emerging technologies that support marketing automation, improvements in customer relationship management, increased pressure to respond swiftly to changing market conditions, and customer expectations, the CMO requires capabilities to make better informed decisions based on analytics and insights. As a result, they’ve become a key influential decision maker on:

  • Technology decisions to support marketing, sales, customer experience
  • Business Intelligence & Analytics
  • Business and workforce transformation – especially in critical areas such as Social Business, CRM and Employee + Customer Engagement
  • Talent management: acquiring and retaining talent, rapid workforce skills development in digital, social, mobile skill sets

Check out the full presentation below:

WOMMA’s 2013 Influencer Guidebook

A guest post by Bill Chamberlin

WOMMA (The Word of Mouth Marketing Association) has recently announced the publication of it’s 2013 Influencer Guidebook. This Guidebook is an educational resource for marketers to better understand the mechanics and metrics of influencer marketing. WOMMA Influencer Guide Book 2013-06-03_215459

I’m excited about this new Guidebook because, I was part of a WOMMA committee that researched, developed, and wrote it over the past year.  My fellow Research & Measurement Council members on this project were Neil Beam (Neil was our committee leader.  He’s from MotiveQuest), Ashley Libby (The Anca Group), Bill Chamberlin (IBM), Jane Collins (BlogHer), Michael Fein (Fanscape), Amy Laine (IBM), Susan Emerick (IBM)and Dhara Naik (Social@Ogilvy).

With the rise in social media over the past five years, Influencer Marketing programs have become an important part of any social media marketing strategy.   All types of organizations are looking for influencers who have the potential to change the purchasing behavior of the people who follow them.

The WOMMA 2013 Influencer Guidebook helps those that are developing Influencer programs in a number of ways:

    1. Definitions. Four critical elements have been defined and discussed: Influence, Key Influencers, Influencees, and Influencer Marketing and their relationship to each other
    2. Types of Influencers: The identification and description of five distinct categories of influences: Advocate, Ambassador, Citizen, Celebrity, and Professional/Occupational
    3. Program Considerations: A discussion of three levels of program considerations a marketer should consider when constructing their influencer marketing program
    4. Influencer Attributes:  Picking the right influencers is important.  A discussion and list of attributes that an influencer can possess is discussed.
    5. Metrics:  The Guidebook clarifies the difference between “potential to influence” metrics from that of “actual/observed influence” metrics – there is a difference and different methodologies are required

These five areas are all covered in a single, easy-to-read’ PDF file that make the new guidebook an important read for anyone considering or implementing an influencer marketing program.    To get the Guidebook, you need to be a registered WOMMA member (see below for a description of WOMMA).   If you are not a member, but want some more detail on the guidebook, here’s a few links for you to get more information.

About The Word of Mouth Marketing Association (WOMMA)
The Word of Mouth Marketing Association is a trade association in the word of mouth and social media marketing industries. The organization is committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards for such marketing practices, and defining “best practices” for the industry.