Social Media & the modern

CMOFindings for IBM

Methodology• The research study looked at 400+ CMOs• LinkedIn connections, Twitter activity, YouTube

presence were evaluated, among other criteria

• CMO list provided by IBM• CMOs using social media for personal reasons

were ignored in the statistical analysis

HOW POPULAR & CONNECTED ARE CMOS? Insights into Twitter followings A look at LinkedIn Activity A study of Klout scores Comparing Thought-leaders versus Professionals

CMOs and• The majority of CMOs (61%),

even though they have their own Twitter handle, aren’t very active on it!

• No correlation between number of Twitter followers and connections on LinkedIn, or participation on YouTube

• Retail (10), Electronics (9), Finance/Insurance (7), Consumer products (5), Media & Entertainment (5) – highest number of CMOs having their own handle

14%

25%

61%

CMOs using own Twitter handle for professional tweets

>10,000 followers500 to 10,000 fol-lowers<500 followers

CMOs are • CMOs average 228 connections, from a

lifetime of corporate experience. » The average number of connections for all LinkedIn

users is 20.

• No correlation between number of connections and followers on Twitter. Some CMOs are very active in LinkedIn and not even on Twitter.

• All CMOs who have won Marketing awards have 500+ connections on LinkedIn

Who has ?

FACT: • The average Klout score is 20, and it gets exponentially difficult to get

a higher score

FINDINGS:• 30% of CMOs who use their own Twitter handle for

professional/thought-leadership have a Klout score of 40 and higher• 67% of corporate Twitter handles have a Klout score of 40 and higher

INSIGHT:• It is much harder for an individual to gain a higher Klout score, than

an army of social media professionals working under a corporate handle.

• Klout by itself is a poor measure of actual social influence by a CMO.

Thought leaders vs. professional

• Thought leaders have a lot of LinkedIn connections, over two-thirds had 500+

• Thought leaders on LinkedIn Group usually belong to multiple groups. • Higher participation in LinkedIn by thought-leaders than professionals. • CMOs who are thought leaders are more likely to appear in YouTube

videos, win Marketing awards, than professionals

LinkedIn Groups YouTube Marketing Awards0%

20%

40%

60%

80%

100%

59%

37%

68%

43%

9% 9%

Participation Rates Thought-leadersParticipation Rates Professionals

Thought leaders and Professional Criteria • Thought Leader:- Tweets about industry trends and practices- Tweets revolve around their field of expertise- Tweets are more personable, making it easier for

everyday users to relate, engage and ask questions• Professional:- Tweets about company events and news- Tweets about profession and industry- Tweets are geared toward company objectives

CATEGORIZING SOCIAL Definitions Industry analysis Breakdown of professional versus thought-leader

Categorization

Butterfly1. > 10,000 followers on Twitter2. >500 connections on LinkedIn3. Very active in social media, “gets it”4. *Social score of 6

Caterpillar5. 500 to 10,000 followers on Twitter6. 100 to 500 connections on LinkedIn7. Somewhat active in social media,

starting to engage8. *Social score of 4 or 5

Wallflower9. < 500 followers on Twitter10. <100 connections on LinkedIn11. Not active in social media, barely

engaging12. *Social score of 2 or 3

Wallflower (2,3) Catterpillar (4,5) Butterfly (6)0%

20%

40%

60%

80%

100%

23%

65%

12%

CMO use of social media

*Click here for definition of social score

Investigating differences by industry

Consumer products

Education

Electronics

Finance

Healthcare

Media

Retail

Telecom

Travel

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ButterflyCatterpillarWallflower

Social Butterflies

• Social butterflies tend to be more socially active within the retail or media/entertainment industries where interactions with customers happens often and requires constant monitoring.

• They typically belong to groups such as Forbes CMO network and Chief Marketing Office (CMO) Network - #1 Group for CMOs.

• This group typically have an above 45 Klout Score, have +500 plus LinkedIn connections and over +10,000 followers on Twitter.

90%

10%

Butterfly (6)Professional Thought-leader

Consumer

products

Educati

on

Electr

onics

Finan

ce

Health

care

Media

Retail

Telec

omTra

vel

5%

0%

7%

3%

0%

12%14%

5%3%

Butterflies by Industry

Social Caterpillars

• Caterpillars are very concentrated around the consumer products, or in retail industries. Where they may be struggling to find a voice and master all social media channels.

• They typically are in marketing groups like the CMO club or Social Media Marketing on LinkedIn.

• The caterpillar has a medium Klout score of 35, is active on LinkedIn and also has a moderate following average of a few thousand followers.

14%

1%

10%

23%

9% 8%

26%

4% 5%

Catterpillars by Industry

87%

13%

Catterpillar (4,5)Professional Thought-leader

Social Wallflowers

Consumer

products

Educati

on

Electr

onics

Finan

ce

Health

care

Media

Retail

Telec

omTra

vel

5%0%

10%

29%

0%

9%

21%

3%7%

Wallflowers by Industry

88%

12%

Wallflower (2,3)Professional Thought-leader

• In the financial, retail industries there are a concentration of wallflowers who are slow adopters. They may still be spending there time on the traditional approach to business and marketing or are cautious about stepping into the social world.

• The typical Wallflower may only join a select group or two, which may be there school alumni or favorite networking group.

• A Wallflower is a very slow adopter, they may not have updated their LinkedIn profile and aren’t tweeting often. They simply don’t spend time managing their social presence.

• CMOs were scored according to the number of followers and connections they had:

• Twitter (uses personal or corporate handle):- >10,000 followers = 3 points- 500 to 10,000 followers = 2 points- <500 followers = 1 point

• LinkedIn- >500 connections = 3 points- 101 to 500 connections = 2 points- <101 connections = 1 point

• The points were then added together to give each CMO a social score between 2 to 6

Social Score

WHAT YOU NEED TO KNOW ABOUT CMOSMost popular groups on LinkedInTop universities attendedCharacteristics of the “TOP CMOs on Twitter”The difference between socially active CMOs (20%) and all other CMOs

Most Popular Groups in Group name # of CMOs participating

Chief Marketing Office (CMO) Network - #1 Group for CMOs 22

Forbes CMO Network 20

The CMO Club 18

Social Media Marketing 13

*Social executive council 9

*The variance in the number of members drops off around the 5th group. And we start seeing many LinkedIn Groups with a single digit number of members.

Most Popular Universities Attended University attended # of CMOs

Harvard 21

Kellogg/Northwestern 20

Stanford 10

Michigan 7

There are lots of universities with 5 or 6 CMO grads. So only the top 4 universities are listed above. The next bracket of universities attended include: Cornell, Queens, Western, New York, etc.

The Top CMOs on Twitter• 304,036 Twitter followers, among 20 people• 80% have over 500 followers on LinkedIn• A third have an IT background• Half of this group have a speaking or

interviewing role in a YouTube video• Most have been in the current role at least 2

years

Optimized Versus Non Optimized• 20% of CMOs studied are socially visible. They

have: A high degree of activity in discussions and groups Are active in building Connections and Followers Have a complete LinkedIn profile Added descriptions/tags to videos on YouTube Easy to find in online – high presence

• 80% of CMOs are not socially visible. x LinkedIn or Twitter profiles are not completex Are not publishing or bookmarking contentx Not spending time daily on social media