Date post: | 18-Sep-2014 |
Category: |
Business |
View: | 766 times |
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@Robert_Rose
We can skip this part, right?
Growth, fragmentation, multiple channels...
The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
CMO’s feel the pressure “on the clock”
CMO’s feelthey don’t
have the rightpeople
CMO’s feelunready fortechnology
... and yet...
“Creating customer experiences with content will have huge effect. We have to figure out how to stay relevant and engaging.”
CMOFortune 500 CPG Company
They’re notunaware.
They’re justwrong.
Who’s afraid of the marketing hipster?
A centralizing, grounding force.
Most organizations are siloedNow even within marketing
Most organizations realize these silos are inefficient, at best, and want to transform
B2C & B2B processes for CXM share a vision, but are more different than alike
Marketing doesn’t really need or want any more technology
WEB SOCIAL CRM BRAND EMKTG PR
WebsiteContent
SEO
TrafficSEO
Leads
FacebookTwitter
LI
LikesFollowers
TwitterCRM
Community
TVRADIO
Strategy
????
BlogEmail
Content
Workingon it
PressNewsroom
EarnedMediaNot
Fortune 500 Insurance Company
!Unified!Content!Process!
!Social!Brand!
Social!CRM!
Brand! Web!Team!
E:Marke<ng!
Public!Rela<ons!
Can you re-align content engagement as centralizing force
Find new, cross-functional roles within each team
Centralize content/experience strategy
Measurement aligned for content, not teams.
“A fragmented approach to content leads to inconsistent messaging; huge variations in voice, tone, brand, and messaging; and an inconsistent customer experience.”
Rebecca Lieb
We Forgot Marketing.....
Build your content and experience power grid, one house, one street at a time.
An experience, and content imperative
Everythingour CMSdoesn’t
do
What we wish a CMS
woulddo
Thesexy, cool
vendornew features
How marketers purchase content technology
THESPREADSHEET
CMSDoesn’t
Do
WishList
Sexy, CoolNew Features
We’ll waitfor Phase 2
on this.
Our rationalizationfor purchase
We don’tunderstand
this stuff
How marketers purchase content technology
All WCMS FailAll SOE’s will FAILImplementationfocused on change is critical
CREATE: CONTEXTUAL CONTENTDELIVER: CONTEXTUAL EXPERIENCES
Technology optimizes experience. Understanding the audiences enables optimization of content.
Reviewing content and contextual experiences
CMO’s depend solely on marketingresearch and competitivebenchmarketing.
Solely using data in aggregate to optimizeexperiences, only perpetuates biasesyou may already have built in.
AMBIENT CONTEXT: Just be observant...CONTENT NEEDS: Insight
IMPLICIT CONTEXT: Infer from behavior CONTENT NEEDS: Empathy
Financial Services Consultancy
Engagement or frustration?
Long form or short form content?
SOLUTION: Understand audience needs anddeliver appropriate content to appropriate channel
EXPLICIT CONTEXT: Noting/Listening To PreferencesCONTENT NEEDS: Intimacy
• Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*• Visited*30*Customers*in*10*ci?es*over*12*Weeks**• NOT*About*Product*–*About*Connec?on*• Discoveries*Galore…*Photos*Galore…*Stories*Galore…*• They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*• Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*
One innovative example…!
Investing in creative uncertainty
data in hand is used to optimizetransactions - not create relationships
It’s the engagement that’s important,systems can come with time.
“We delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?
We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”
- Beth ComstockCMO, GE
I was either going to have to spend 2 Years teaching our agencies and structuring the process to do this.
Or, I could give it away and get straight to work.”
-‐ J. Mildenhall
Jonathan MildenhallVP, Worldwide Creative
Coca Cola
What Is Your 10%
Thanks....