Welcome!

API Journal Authors: Rishi Bhargava, Pat Romanski, Elizabeth White, Kevin Benedict, Anders Wallgren

News Feed Item

Only 20% of Fortune 100 CMOs are Social: BusinessNext Social Study Finds

Social Ranking Serves as Litmus Test for Ability to Drive Social Business Transformation

SAN DIEGO, Nov. 29, 2012 /PRNewswire/ -- BusinessNext Social, the world's premier social business conference, today announced the results of a study showing that only one in five CMOs on the Fortune 100 list are active participants in public social networks[i].  The members of the list –  compiled in the BusinessNext Social Top 20 Most Social CMOs in the Fortune 100 – have social credentials demonstrating that they understand what it takes to grow and influence their own networks by using new strategies, cutting-edge social media and mobile technologies and compelling content marketing to build highly adaptive, high performance social businesses.

(Logo:  http://photos.prnewswire.com/prnh/20121024/LA98905LOGO)  

The study was inspired by the increasing focus businesses are placing on social, and the leadership role marketing is taking in managing social media activities.  A recent study by The CMO Survey predicts that social media spending as a percent of rising marketing budgets is expected to increase from 7.6 to 18.8 percent over the next 5 years; Gartner Research predicts the CMO will spend more on IT than the CIO by 2017. [ii][iii]

The senior-most marketing executives recognized for leading social by example include: 

  1. General Electric Company's Beth Comstock (@bethcomstock,  http://www.linkedin.com/in/elizabethjcomstock), CMO and Senior Vice President
  2. Google, Inc.'s Nikesh Arora (@nikesharora), Senior Vice President and Chief Business Officer
  3. Apple, Inc.'s Philip Schiller (@pschiller), Senior Vice President, Worldwide Product Marketing
  4. IBM's Jon C. Iwata (@coastw, www.linkedin.com/pub/jon-iwata/4/b92/abb), Senior Vice President, Marketing and Communications
  5. SAP's Jonathan Becher (@jbecher, http://www.linkedin.com/in/jbecher), CMO
  6. Dell's Karen Quintos (@KarenDellCMO, www.linkedin.com/pub/karen-quintos/1/661/158), CMO
  7. Exxon Mobil Corporation's Ken Cohen (@ken_cohen) Vice President of Public and Government Affairs
  8. Microsoft's Chris Capossela (@chriscapossela, http://www.linkedin.com/pub/chris-capossela/1/995/7a9), CMO
  9. Cisco Systems' Blair Christie (@BlairChristie, http://www.linkedin.com/pub/blair-christie/4/a55/5a1), Senior Vice President and CMO, Government Affairs,
  10. Raytheon's Pam Wickham ( @PamWickham1, http://www.linkedin.com/pub/pam-wickham/42/915/363) Vice President of Corporate Affairs and Communications

The entire list of The 20 Most Social CMOs can be found on the BusinessNext Social Blog.

While not all CMOs are social in every network, they rank high on a BusinessNext-developed formula that provides a holistic measure of the social impact of individual CMOs.  That formula takes into account the number of Twitter followers, retweet frequency, social engagement frequency, social mentions, KRED scores, Klout scores, and related factors.  Weights were assigned to each factor to produce the final rankings.[iv]

Remarkably, CMO resistance to becoming more social remains formidable.  While the top three have a combined Twitter following of nearly 94,000, an astounding 76% of CMOs have no Twitter following whatsoever.  Only 15 executives have at least 100 subscribers on Facebook, and just 12 have Klout scores greater than 30.  Compared to a 2011 CMO study, social CMOs have extended their social reach, while the majority have remained on the sidelines.[v]

"Ironically, these 100 CMOs are charged with leading social initiatives for the world's largest enterprises, yet our analysis shows that the majority have relatively little experience building influencer communities. That is a major stumbling block, according to CMOs and social business experts we have consulted," said Mark Fidelman, Conference Director at BusinessNext Social and lead author of the analysis. "The consensus among the people who top our list is that CMOs need firsthand experience building online communities to connect with customers and foster loyalty, trust and engagement."

Fidelman believes that for those looking to be successful and relevant in any industry where communications and influence are key factors, nurturing a large network will not only be an advantage, it will soon become an executive requirement.

About BusinessNext Social
BusinessNext Social is the world's premier conference for social business, marketing and IT executives to learn how to capture the full power of social -- inside the organization and out.  Thousands of attendees are coming from across the globe to learn from and network with an outstanding group of social media and social business luminaries, influencers and IT vendors that have experienced firsthand how to revolutionize their companies and rapidly evolve into high performance social enterprises with engaged online communities.  BusinessNext is presented by BlogWorld, the leading new media events company, in conjunction with New Media Expo (NMX). More information and conference registration is available at:  http://www.biznextlive.com

Press Contact:
Jenna Dobkin
Publicist, BusinessNext Social
Owner, Dobkin Communications
[email protected]
415.652.2185 – Mobile; Twitter:  @JennaSD

[i] When a company did not have a CMO, we used the head of communications or marketing, instead.

[ii] Source: http://cmosurvey.org/blog/six-reasons-marketing-budgets-are-on-the-rise/

[iii] Source:  http://www.zdnet.com/research-the-devalued-future-of-it-in-a-marketing-world-7000003989/

[iv] The methodology is detailed in Mark Fidelman's Socialized!  How the World's Most Successful Businesses Harness the Power of Social.

[v] Source:  http://www.businessinsider.com/the-fortune-100-league-of-extraordinarily-social-cmos-infographic-2011-3

SOURCE BusinessNext Social

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
“delaPlex Software provides software outsourcing services. We have a hybrid model where we have onshore developers and project managers that we can place anywhere in the U.S. or in Europe,” explained Manish Sachdeva, CEO at delaPlex Software, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
From wearable activity trackers to fantasy e-sports, data and technology are transforming the way athletes train for the game and fans engage with their teams. In his session at @ThingsExpo, will present key data findings from leading sports organizations San Francisco 49ers, Orlando Magic NBA team. By utilizing data analytics these sports orgs have recognized new revenue streams, doubled its fan base and streamlined costs at its stadiums. John Paul is the CEO and Founder of VenueNext. Prior ...
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
Big Data engines are powering a lot of service businesses right now. Data is collected from users from wearable technologies, web behaviors, purchase behavior as well as several arbitrary data points we’d never think of. The demand for faster and bigger engines to crunch and serve up the data to services is growing exponentially. You see a LOT of correlation between “Cloud” and “Big Data” but on Big Data and “Hybrid,” where hybrid hosting is the sanest approach to the Big Data Infrastructure pro...
"We are a well-established player in the application life cycle management market and we also have a very strong version control product," stated Flint Brenton, CEO of CollabNet,, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Unless your company can spend a lot of money on new technology, re-engineering your environment and hiring a comprehensive cybersecurity team, you will most likely move to the cloud or seek external service partnerships. In his session at 18th Cloud Expo, Darren Guccione, CEO of Keeper Security, revealed what you need to know when it comes to encryption in the cloud.
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Is your aging software platform suffering from technical debt while the market changes and demands new solutions at a faster clip? It’s a bold move, but you might consider walking away from your core platform and starting fresh. ReadyTalk did exactly that. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue and over a decade of audio conferencing product development to start an innovati...
Early adopters of IoT viewed it mainly as a different term for machine-to-machine connectivity or M2M. This is understandable since a prerequisite for any IoT solution is the ability to collect and aggregate device data, which is most often presented in a dashboard. The problem is that viewing data in a dashboard requires a human to interpret the results and take manual action, which doesn’t scale to the needs of IoT.
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...