Today's senior marketers cite a lack of comfort with social and digital tactics as one of their primary concerns.
Forty-one percent of respondents to IBM's 2012 CMO Study stated that keeping pace with the growth of social channels and consumer device choices will be their biggest challenge over the next three to five years.And even though social media has moved from being a nice-to-have to an essential component of brand communications, this ongoing sense of unease at the top is something that the industry must take note of.
Social media practitioners should heed this as a reminder to double down on effectiveness and quality of work and increase focus on creating truly remarkable social experiences for three key reasons:
- The days of the self-proclaimed social media "guru" are over. Social media's integration into the branding world is mature enough that there is no excuse for sloppy work, poor strategy, or activations that are not powered by true social mechanics. There is no place for smoke and mirrors.
- Today's hyper-connected consumers continue to tighten up their personal message shields, cutting out irrelevant social content and relying ever more on friends and family for recommendations. Low-grade content simply will not work anymore. Those who are not relevant will quickly be tuned out.
- “Spaghetti measurement” - throw it against the wall and see if it will stick – is a thing of the past. CMOs need business-oriented results from social programs so they can demonstrate value to their own bosses. They will make decisions about the future of programs and partners even faster during tough economic times. A social team must bring that value at all times.
We must continue to deliver and highlight work that delivers truly talkable remarkable experiences – take the content delivered from the Red Bull Space Jump for example – and that demonstrates tangible results.
And let's aim for a place so by 2013, a lack of social and digital understanding will be way down on the CMO's list of business concerns.
Gemma Craven, EVP and head of Social@Ogilvy NYC was recently elected to the WOMMA Board of Directors.