130927 effectiveness social media readiness ana
DESCRIPTION
In a world in which almost all global brands are “socially active,” everyone agrees that Social Marketing is crucial. The question is: how can you structure, evolve, and organize the global marketing organization so that it becomes Social Marketing Ready? From our perspective, the opportunities presented by Social Marketing – the use of new, interactive social channels, including Facebook, Twitter, YouTube and countless others – can create new insights and increase brand value, with instantaneous results, too, in a new business environment that also places marketing teams front and center within organizations. Based on the results of our comprehensive Leading Global Brands benchmarking study, encompassing 300 global brands and 30, 000 global marketers and their colleagues, we have amassed a broad number of practical tools and insights that brands and organizations can apply today and in the future. The key to achieving Social Marketing Readiness lies in striking the right balance between the brand’s social marketing strength and the marketing organization’s social marketing effectiveness. Put another way, Social Marketing Readiness is what happens when the brand’s promise or purpose, or its What, is supported by the appropriate marketing organization readiness, or its How. Three ingredients make up the What of a brand: 1) A winning global brand has to appeal to a universal consumer truth; 2) it must be purposeful; and 3) it should create a relevant total experience for consumers. Yet as organizations migrate from a traditional Local 365-degree perspective to the new, highly demanding Global 365 Total Experience approach – one where brands are onstage 24 hours a day, 7 days a week, all year round, offering value to consumers in numerous ways – the How is the key to Social Market readiness. To understand how the most successful marketing organizations successfully merge the What and the How, we leveraged the Drivers of Global Marketing Effectiveness framework, asking: How do companies and brands connect in order to achieve interdependence? Inspire and motivate key stakeholders to take new risks? Focus initiatives? Organize their media, marketing and business teams? And build new capabilities necessary for future success? In the course of our study, we differentiated three successive levels of Social Media readiness - Hygiene; Competitive; and World-Class – mapping the specific processes, procedures, and actions we found in each of the organizations we studied, and supporting our categories with specific, winning examples. With new social marketing channels and opportunities evolving at warp speed, obliging organizations to be more transparent than ever before, the opportunity to get closer to, learn from, and add more value to, consumers is what gets global marketers out of bed in the morning. To us, one thing is abundantly clear: companies must ensure that what they stand for as brands, and what they do onlineTRANSCRIPT
Social Marketing Readiness
Social Marketing Readiness Is there a more challenging, exhilarating era in history to be a brand marketer? We doubt it. After all, today’s organizations can reach consumers around the globe quicker and more cheaply than ever before and, with proper inspiration and brand purpose, win new brand advocates across the web 24 hours a day, 7 days a week, 365 days a year.
The question is: how can you maintain brand consistency across all these new touch points and structure, evolve, and organize the marketing function so that you are Social Marketing Ready? The opportunities presented by Social Marketing – the use of new, interactive social channels, including Facebook, Twitter, YouTube and countless others – can create new insights and help increase brand value in a new business environment that also places marketing teams front and center within their organizations.
The key to achieving Social Marketing Readiness lies in striking the right balance between the brand’s benefit level and the marketing organization’s openness. Put another way, Social Marketing Readiness is what happens when the brand’s level of purpose is supported by the appropriate level of the marketing organization openness.
Societally purposeful brands that are supported by open marketing organizations stand to gain most
Key Learning
© 2012 EffectiveBrands
Unleashing Global Marketing Potential™
In a 24-7-365, always on market, everyone in the organization can eventually become an ambassador of the brand. No one function can control this, and integration will be crucial
Winning organizations ensure that all marketers are trained for marketing in a digital age
Cross business openness
NEW: The ANA and EffectiveBrands will be offering an intensive full-day Social Marketing Readiness program for ANA members from Q1 2014. For more information please reach out to [email protected]
About the ANA School of Marketing Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes more than 500 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.
The ANA School of Marketing’s mission is to elevate the skills and knowledge of the marketing community to help build successful brands. Our courses are created for marketers by marketers.
The ANA School of Marketing works in conjunction with leading industry innovators to bring you the highest quality training on current trends and best practices to keep you ahead of the competition. Each workshop is designed to help improve the way you perform a specific marketing task, encourage smarter marketing decisions, and overcome your most pressing marketing challenges. You’ll learn the principles for successful processes and strategies through case studies and exercises that are immediately actionable.
About EffectiveBrands EffectiveBrands’ purpose is to unleash the potential in the global marketing leaders, brands, and organizations we work with. Our work focuses on helping marketers develop and embed global marketing strategy, structure, and marketing excellence programs.
Everything we do is very practical because most of us were marketers ourselves in a previous life.
Global Marketing Expertise Developing and Embedding Practical
75 Global Marketing Consultants, 25 Nationalities
New York – London – Amsterdam – Singapore – Tokyo – Paris - Istanbul
[email protected] – www.effectivebrands.com - + 1 (212) 358 9638