Getting the business on board with social strategy

It's important to secure executive buy-in when trying to utilise digital marketing channels.

Katy Keim, CMO of Lithiu Technologies
Katy Keim, CMO of Lithiu Technologies

Social media isn’t just a way of engaging with consumers, it’s also a facilitator in changing the way you do business, Fox Sports head of social media and digital marketing claims.

Speaking on a panel at Mumbrella360 on the age of extreme customer expectations, Chris Gross said social is both an exciting but difficult thing to successfully implement across an organisation.

“The hard part is translating across to the business that taking this holistic approach requires investment and time,” he claimed.

Gross said it’s vital to position social as a customer care solution that if done right, saves money. The brand element of social, meanwhile, requires a business discussion about growth and future potential, he said.

“Ultimately, what we have there is net profitability with our future potential, and that equals something interesting. That’s a conversation I can go have with my CFO seriously and talk about investment for,” said Gross.

Fellow panellist and Lithium CMO, Katy Keim, said companies will often ask after the fact if the data or results from social and digital channels can be measured.

“The salient point is that you shouldn't be doing this unless you can measure it, and in a way that is valued by the c-suite and that saves you money,” she told the audience. It is particularly important to share how the organisation can capitalise on social technology in order to drive profit.

“Moving from a high-cost contact centre channel to digital channels can save $10 million. That is a conversation people want to have with you,” Keim said. “We have expected the business to adapt to our changed vernacular as opposed to adapting our strategy to the language they already understand. We need to change the approach so that businesses can understand and relate to the power of social media technologies and platforms.”

When discussing strategy, Leim also said it’s best to articulate the key points around the customer, as opposed to social and digital, which are just channels. “Frame it in the context of the customer and you have your attention from senior executives,” she advised.

Read more: MediaMath raises US$175m to accelerate global DSP growth

Any attempt to become a social business will impact several different areas of the organisation and strategy cannot be siloed, Gross said.

“You’ve got customer operations, product people, marketing and comms, sales and technology, all being impacted,” he said. “We need to be looking at this from a holistic standpoint, not just a social brand perspective.”

Keim said marketers also need to be prepared to negotiate current expenditure and make changes, as outdated methods are draining resources that could be used more efficiently elsewhere. As an example, she referred to research on customer call centres, which cost $300bn globally yet are a last resort channel for 60 per cent of Australian consumers.

“Based on call centre technologies and advertising, I guarantee there are buckets of money you spend on areas in your organisations that are outdated,” Keim said. “Look at where you and take projects online by really cutting historical spend on outdated things, and test what your customers want.”

“We have expected the business to adapt to our changed vernacular as opposed to adapting our strategy to the language that they already understand,” says Keim. “We need to change the approach so that businesses can understand and relate to the power of social media technologies and platforms.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in