VALUE PROPOSITION

AGENDA

• Experience Value

• Personal Brand Value

• Combined Value

• Point-of-View

• Case Study

Experience Value

Personal Brand Value

Combined

“I’m both the product and the service.”~ CMOaaS

Or

ALAN SEE ~ EXPERIENCE VALUE

35 Years

Education / Associate Professor

Energy / Oil & Gas

Technology / Software / SaaS

Customer Relationship Management

Application Lifecycle Management

Marketing Resource Management

Data Warehouse

ELearning

Business Intelligence

Technology / Hardware

Financial / Banking

Marketing / Traditional Advertising / Digital - Social

Media

Professional Services / Management Consulting

Sales

Sales Director

Individual Contributor

B2B Direct Field Based

B2B / Inside Sales

B2B Indirect / Channels

Marketing

Chief Marketing Officer

Product Marketing Director Alliance Director

Leadership Environments

SMB

Team > 50

Full P&L Responsibility

Teacher / Trainer Strategy / Change Agent

Team < 3

Fortune 10

Industry Experience

Job Experience

ALAN SEE ~ PERSONAL BRAND VALUE(I BRING A LARGE AUDIENCE)

Top CMO on Twitter

Ranked by Forbes

“Marketer of the Year” 2015 and 2016

Recognized for “Customer Experience”

Recognized for “Employee Advocacy”

Recognized “Influencer”

Recognized Marketing Thought-Leader

Featured Blogger What does my “brand value” do for your company? It creates credibility and drives traffic to your website.

WHAT INTERESTS YOU MOST?

Experience Value

Personal Brand Value

Combined

• Full-Time or Fractional?

• For how long?

• W2 or 1099?

• Experience, Brand or Both?

• Other?

Or

BUILDING A SOCIAL-READY MARKETING ORGANIZATION

Strategy• Create and govern your social media strategy as a component of your strategic marketing plan.• Ensure that your social media strategy aligns with your customers' needs and behaviors.• Make sure your social media strategy aligns with your corporate goals, objectives and mission statement. Executive level support and involvement for social media is critical.• Leverage social media throughout the customer lifecycle:

• Be relevant through useful content• Be responsive• Communicate with authenticity• Communicate with transparency• Be trust worthy

Technology• Provide social media application and platform technology support (permission) for internal users.• Provide tight integration between applications through RSS feeds, etc when and where possible.• Have centralized customer knowledge and data management capabilities.• Allow robust interaction and customer feedback through blogging, user forums, etc.

Processes• Have a systematic process for creating relevant and up-to-date content.• Have a systematic process for delivering content to the right place at the right time through the right channel.• Have an agile marketing strategy planning process that allows strategic initiatives to reflect the current marketing environment.

BUILDING A SOCIAL-READY MARKETING ORGANIZATION

Money• Social media is not free.• The “free” versions of many social platforms are designed as a teaser. Full functionality is only made available with the paid version. • Marketing budget

Time• Preparing for, and engaging in customer and prospect conversations takes time.• Not just time to learn how all the various social media sites and complementary applications work, but time to prepare the content to distribute through those channels.

Training / Culture• The term “digital native” is often used to describe individuals born after 1980, when social digital technologies came online. In other words, social media and other digital technologies are supposed to come natural to them. Don’t believe it.• Whether you are a digital native or digital immigrant (old-world settlers, who have lived in the analogue age and immigrated to the digital world) using social media for business requires training.• Social media channels often become the “voice” of your brand. In order to minimize your risk you will want to have well trained individuals driving those channels.

SOCIAL-READY QUADRANTS

The Listener still places heavy focus on push marketing tactics (vs. pull marketing); but also seeks some customer feedback. The Listener also has customer listening posts established in the form of brand monitoring initiatives, although those initiatives may be informal.

The Community Builder is fully in the pull marketing camp. The Community Builder looks for ways to engage their customers and prospects in two-way conversations and is comfortable with the concepts of user created content, co-creation and transparency. The Community Builder is focused on influencing and involving vs. educating and controlling their audience.

The Broadcaster is typically focused on one way communications and is most comfortable in the traditional world of mass marketing. Leveraging “push marketing” tools and tactics the Broadcaster pushes their product towards the audience which may or may not be aware of it. The Broadcaster largely focuses on the features of their product or service and seeks a direct response from the mass audience. Often times the Broadcaster is focused on a short-term strategy that involves a specific event or time-based campaign.

The Conversationalist is in the pull marketing camp. The Conversationalist is typically interested in interacting with their target market at a deeper level of engagement through tighter relevance and stronger brand identification. The Conversationalist begins to focus on the development of trust and perceived value.

Social-Ready

Customer Relationship StrategyCustomer Relationship Strategy

Mar

ketin

g In

vest

men

t Str

ateg

yM

arke

ting

Inve

stm

ent S

trat

egy

TransactionalFocus

RelationshipFocus

TacticalFocus

StrategicFocus

BUILDING A SOCIAL ENGAGEMENT CULTURELISTEN:

Understand what your network is saying

PARTICIPATE: Jump into conversations –

but don’t go straight into a sales pitch

CREATE: Content is King. Be a resource – or find the resource

Networking Pillars

Networking Foundation

Cover Your Network

TR

US

T

AU

TH

EN

TIC

ITY

TR

AN

SP

AR

EN

CY

RE

SP

ON

SIV

EN

ES

S

Be Realistic: Meaningful relationships are not built overnight

Be Positive: View the process as an opportunity to help others

Be Prepared: Spend time thinking about what information and insight you can share

Be Proactive: Nurture and maintain your network

FUTURE STATE?SOCIAL MARKETING 2.0 ORGANIZATION

MSM = Mainstream Media

PUBLISH OR PERISH

"Publish or perish" is a phrase coined to describe the pressure in academia to rapidly and continually publish academic work to sustain or further one's career.

LinkedIn Notifications

Do you feel like you are blogging for your life?

Tweeting to save the family farm? Writing, shooting photos and video,

and podcasting to demonstrate that you are the “thought-leader,” “trusted advisor,” “expert guru” and engaging “growth hacker” for your industry?

WELCOME TO THE CONTENT MARKETING ARMS RACE

Trust =Engagement(feedback)

Communication Process

TRUST =Rapport CredibilityX

Risk

TRUST IS THE REAL CURRENCY IN THE SOCIAL ECONOMY

• Rapport: A relation of harmony. A sense of shared understanding.• Credibility: Worthy of belief or confidence.• Risk: Exposure to the chance of loss; a hazard or dangerous chance.

CONTENT MARKETING MEETS THE SOCIAL ECONOMY

Noise

SOCIAL MEDIA MARKETING (CONTENT MARKETING) GOALS

Sales

Leads

Nurturing

Show me the direct ROI

Qualified and Ready-to-Buy

Creating awareness and nurturing interest in the target market. Building trust and credibility.

TOP OF THE SALES FUNNEL ACTIVITY

Interest

Forecast

Close

• Website Traffic• Email Opt-ins• Community Building

• LinkedIn• Facebook• Twitter• Google+

• Downloads• Demo Requests

WEBSITE TO TWEET CORRELATIONWWW.CMOTEMPS.BIZ ** @ALANSEE

6 Month Trend

3X

BRANDED SITES (SAMPLE) * ALAN SEE + CMO TEMPS http://www.cmotemps.biz/http://www.temporary-cmo.com/http://alanseecmotemps.com/https://twitter.com/cmotempshttps://www.google.com/+CmotempsBizhttps://www.facebook.com/InterimCMOhttps://www.youtube.com/user/InterimCMOhttp://www.alansee.com/http://alansee.ceo/http://alansee.us/http://alansee.net/http://alansee.me/https://about.me/alansee

www.FractionalCMO.Rockswww.InterimCMO.Rockswww.RentaCMO.Rockswww.AlanSee.Rocks

https://www.linkedin.com/in/alanseehttps://www.google.com/+AlanSeehttps://www.facebook.com/AlanSee.USAhttps://www.youtube.com/user/alanjseehttp://www.pinterest.com/alansee/https://vine.co/Alan.Seehttp://instagram.com/alanseeusahttp://www.slideshare.net/alanseehttp://alanseecmotemps.com/https://twitter.com/AlanSeehttps://www.shocase.com/alanjseehttp://alansee.tumblr.com/

SALES & BUSINESS DEVELOPMENT POWER TRIANGLE

Personal and

Corporate Brand

Blog

Twitter

LinkedIn

WHAT DO YOU CONSIDER CONTENT?

EBooks

Articles

Blog Posts

Tweets and Status

Updates

PROCESS

VIDEO+PICTURES

FIRST IMPRESSIONS

BRAND CONSISTENCYDigital Channels

Personal Corporate

@AlanSee @CMOTemps

LinkedIn Profile Company Profile

Group(s)

Facebook Personal Facebook Business Page

Facebook Groups(s)

Google+ Personal Google+ Business Page

YouTube Personal YouTube Business

PLACEMENT PARTNERS * WRITE ONCE POST MANY

www.AlanSee.com (blog)

AT&T

InsideCXM

MarketingPersonalization

CustomerThink.comCMOTemps.biz

BURMA SHAVE STRATEGY – DRIP MARKETING

SlideShare

CUSTOM LINKS FOR TRACKING CONTENT (BIT.LY)

BRANDED CURATED CONTENT

http://alanseecmotemps.com/ … via http://paper.li/

WASH – RINSE - REPEAT

Have I blogged about it before?

How long ago?

Where did I post it?

Update material and post.

What news or

events are timely?

Update and Repurpose

MINDLEADERS EXAMPLEINTEGRATED, CONTENT-BASED MARKETING PROGRAMS PROMOTED THROUGH SOCIAL MEDIA

Media Partners:• Social Media (Twitter, Blogs)• Human Capital Media: Publisher of Talent Management Magazine• Human Capital Institute (HCI.org)• WorkForce Magazine• LRP Publications: Publisher of Human Resource Executive• Google Ad Words

Communication Channels:• Twitter, LinkedIn, Facebook, Search• Newsletter sponsorship email blasts• Microsites (HCI, Squidoo)• Custom email blasts• Banner Ads• Print Ads

Content Artifacts:• Talent-Ready Assessment• Learning-Ready Assessment• Leadership-Ready Assessment• TalentGuides• Free Courses (Sexual Harassment)• White papers & Benchmark Reports:

• UX White paper• TRA Benchmark• Managers as Lifelong Learners• Twitter for Branding

• CrossKnowledge Videocasts• Blogs, Tweets, LinkedIn/FB posts

* 2012 MindLeaders developed content

MINDLEADERS EXAMPLE

Twitter Jan 1, 2012 Oct 1, 2012 GrowthFollowers 2,495 12,290 500%Klout 41 63 54%Listed 37 402 +1,000%Tweets 454 2,446 540%

LinkedInCorp Follows 483 911 190%Group Members 209 460 220%

FacebookLikes 554 1,045 190%

Social Platform Metrics (9 months)

Campaign Metrics ( May – August … 4 months)

2,100 leads … cost per lead < $40

MINDLEADERS EXAMPLE

Campaign Calendar

Talent Management Magazine (Human Capital Media)• Spend: $20,000 total

• 2 full page print ads• 4 mail drops (5K each = 20K total names)• 2 months banner presence on website (20K impressions)

• Promoted the following:• Talent-Ready Assessment• Learning-Ready Assessment• TalentGuides• White paper: TRA Research Results• White paper: Branding on Twitter• White paper: UX • Free Sexual Harassment Course

• Results:• 226 leads

• Summary:• At $88.50 per lead again kind of high. In all fairness though I knew the print ads would not drive leads (total of 14) and was doing that element for branding purposes only (and to pump up our sales force since they always seem impressed when they know print ads are going out). Newsletter blasts and email blasts gave decent results.

MINDLEADERS ORG CHART

CMO

Art Director / Graphic Design

Internet Engineer / Webmaster + Marketing Tech

Content Manager / Writer

Marketing Director / Project

Manager

MANY HANDS MAKE LIGHT WORK

Social Employee Advocacy + Training