Chief customer advocate: How social data elevates CMOs

CHIEF CUSTOMER ADVOCATE PRESENTED BY BAZAARVOICE AND THE CMO CLUB HOW SOCIAL DATA ELEVATES CMOS In a consumer-obsessed C-suite, the CMO is the chief customer advocate. We surveyed CMOS to discover how social data is the ultimate weapon in customer centricity. MARKETING Marketing teams share access to the data their social initiatives create, informing much of the business. CMOS reported that the following teams, across many departments of the organization, access the social data that the marketing team collects. COLLECTS AND SHARES SOCIAL DATA ACROSS THEIR ORGANIZATION BRAND 59.6% MANAGEMENT SALES 36.8% CUSTOMER EXPERIENCE/ WEB DESIGN 36.0% PRODUCT MANAGEMENT/ 35.1% DEVELOPMENT HR/ RECRUITING 34.2% CUSTOMER SERVICE/ SUPPORT 25.4% 17.5% IT EXECUTIVE 9.6% MANAGEMENT TEAM NONE OF THESE 0.9% CMOS BELIEVE SOCIAL DATA REFLECTS Marketing teams use social data to identify consumer traits and trends in the business, and can use these insights to proactively improve marketing. CMOS revealed which key consumer traits they're most confident in social data's ability to effectively indicate. BUSINESS TRENDS CMOS BELIEVE SOCIAL DATA IS AT LEAST SOMEWHAT EFFECTIVE IN INDICATING... AGREE AGREE AGREE AGREE AGREE 83.3% 80.7% 79.7% 77.9% 72.8% DISAGREE DISAGREE DISAGREE DISAGREE DISAGREE 16.7% 19.3% 20.3% 22.1% 27.2% Discernible trends or patterns that may impact the business Consumer demographics and/or psychographics Consumer sentiment Influence of individuals Consumer sentiment toward individual products or product lines or groups on the purchase decisions toward brand(s) or company CMOS ARE CONFIDENT THAT SOCIAL IMPACTS AWARENESS AND LOYALTY One of the biggest social peeves for CMOS in previous years has been their inability to measure the impact of social efforts. Today, CMOS believe social efforts drive a measurable impact on important marketing KPIS like sales, brand loyalty, and brand awareness. CMOS ARE AT LEAST SOMEWHAT CONFIDENT THAT SOCIAL EFFORTS HAVE A MEASUREABLE IMPACT ON... BRAND AWARENESS BRAND LOYALTY SALES 82.3% 81.5% 76.2% AGREE AGREE AGREE 17.7% 18.5% 23.8% DISAGREE DISAGREE DISAGREE