â–¶ All the More Reason for PR to Handle Digital/Social: A new IBM study of more than 1,700 CMOs worldwide reveals that many question whether their organizations are prepared to manage digital change. The study found that while 82% of CMOs say they plan to increase their use of social media over the next three to five years, only 26% are currently tracking blogs, 42% are tracking third party reviews and 48% are tracking consumer reviews to help shape their marketing strategies. Related findings include:
• More than 50% of CMOs think they are under-prepared to manage key market forces—from social media to greater customer collaboration and influence.
• 80% are still focusing primarily on traditional sources of information such as market research and competitive benchmarking.
• 63% of CMOs believe return on investment (ROI) will be the most important measure of their success by 2015. However, only 44% feel fully prepared to be held accountable for ROI.
• When asked which attributes they will need to be personally successful over the next three to five years, only 28% said technological competence, 25% said social media expertise and 16% said financial acumen.
Source: IBM
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| How much does the public “like” the best corporate citizens? On Oct. 5, 2011, the Reputation Institute and Boston College Center for Corporate Citizenship unveiled its annual “Top 50 Companies with the Best Corporate Citizenship Reputations” list. The big news: Publix Super Markets supplanted Johnson & Johnson as the top CSR dog. In the coming months, PR News will track these companies on their Facebook presence, to see if we can correlate Facebook “likes” with CSR “likes.” Now that Publix is on top, do you think we’ll see them shopping the aisles for more social eyeballs? Source: Boston College Center for Corporate Citizenship/PR News |
â–¶ Not an Equal Give and Take: PR pros and marketers need to solve an important perception problem about the ramifications of collecting personal consumer information. A study by LoyaltyOne finds that 74% of American and Canadian consumers don’t feel they’re receiving a benefit from sharing information with organizations. Other findings include:
• Just 52% say they somewhat or strongly agree with the statement that companies use their personal data “so they can better serve me.”
• Only 9% say they strongly agree that companies use their information to serve them better, and 54% say they expect improved customer service in exchange for their data.
• Product discounts, a benefit not necessarily associated with the development of a long-term relationship between customer and company, scored highest (71%) as the offer that consumers expect to receive in exchange for their information.
• Twenty-three percent of respondents say they decided not to make a purchase from a company out of concern about use of their personal information. PRN
Source: LoyaltyOne