CMOs not on top of social networks

• Report on social networks
• Conducted by The CMO Club
• In collaboration with Hill & Knowlton

Global - More than four out of five chief marketing officers allocate less than 10% of their budgets to experimenting through social media and non-traditional communications channels, according to a study by The CMO Club and Hill & Knowlton.

The research shows that seven out of 10 CMOs say they have medium or high levels of comfort in dealing with non-traditional media, yet few are adopting these strategies for their own brands, missing out on learning from and contributing to the conversations that are taking place online.

"Marketing used to be a linear process, with a discussion flowing from the CMO to the target audience. In today's digital age, communication has evolved into a new model that requires active listening and engaging in numerous conversations," Pete Krainik, CEO, The CMO Club, said.

"CMOs are finding the additions to the job more challenging and the need to lead beyond the marketing department is critical for their success."

According to the survey of its members, three out of 10 CMOs report having a social media policy that is widely adhered to within their company and a further 31% are currently developing a policy.

Implementing these policies is proving to be a challenge, with just over a quarter of CMOs stating they have a policy but it is not complied with within their companies.

"Bloggers are the new media trendsetters/reviewers for products and services, a trusted voice by those who follow their posts," said CMO Club member Ted Rubin, chief marketing officer, e.l.f. Cosmetics.

"If you empower these consumers to evangelize your brand, establish yourself as a trusted source and give them the tools, they will run with it and lend you their credibility."

The majority of CMOs (95%) formally track the attitudes or opinions of their customers to their brands, falling to seven out of 10 (69%) among potential customers. Other non-revenue generating stakeholders take second priority: four out of five CMOs (84%) do not gauge the opinions of NGOs; 59% do not gauge the general public, and a third (32%) do not formally gauge sentiment among their employees.

"The marketers' job is increasingly challenging and many CMOs still are learning how to engage audiences beyond their customers. Everyone is an influencer in today's marketplace," said MaryLee Sachs, US chairman and worldwide director, marketing communications, Hill & Knowlton.

"Building advocacy by engaging all audiences can lend a tremendous amount of credibility to any marketing program. A holistic approach helps forge new paths to customers, generating brand loyalty and building critical relationships."

The survey was conducted online with 124 chief marketing officers in the Club responding between 15 September 2009, and 15 October 2009.

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