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Factors Influencing Emergence of the CDO Role (Part 2 of a Series)

August 29th, 2014 No comments

chief_digital_officer_cool_600In the first of this series, we talked about how the roles of the CMO and CIO/CTO are converging with (and sometimes into) the role of the Chief Digital Officer (CDO).

Now, let’s look at what’s driving this role merger. A primary driver of the emergence of the CDO role is, of course, the move to digital transformation. With the number of mobile devices exceeding the number of PCs and Wi-Fi nearly ubiquitous, it’s essential to have a marketing leader in place who’s up-to-speed with the latest technology and trends.

Traditional marketing strategies alone no longer bring about engagement with today’s customers. An organization’s marketing and branding strategy must be re-evaluated from the ground up in order to appeal to an increasingly tech-savvy audience.

A Few Key Concepts

 

The concept of converged media means a marketing leader must work to leverage all types of media to reach the target audience. In the past, an organization could focus primarily on paid media (TV/radio/newspaper ads, mail campaigns, etc.) and work to get exposure on free media. But this is no longer a viable strategy. Today’s organization must develop a workable strategy with online and social media components forming a large part of the overall plan. Using converged media is important because:

  • It takes multiple exposures to a message for consumers to believe it.
  • While social media is pervasive and popular, not as many people see social media content as you may think.
  • Leveraging earned media within your owned channels brings customer loyalty because they want to help you tell your story once they’ve been won over.

 

The patient experience is becoming the heart of modern marketing because:

  • Distance between a communications message and patient experience has collapsed to a click.
  • The experience often starts online and crosses all devices, defines your brand.
  • Social media gives everyone who has a experience with you – good or bad – the ability to share their story with others.

For these reasons, the patient experience is now paramount to marketing. Just remember to focus on the “patient journey,” not just individual interactions.

 

More and more, the marketing technologist is an essential member of the marketing team. With increasing sophistication of technology, an understanding of the underlying components of the various platforms is required. This doesn’t mean that marketers need to be coders. But every marketing organization must become technology‐savvy. In other words, good marketing management now incorporates good technology management – a necessary component that provides differentiation and competitive advantage.

 

Big data … you already have much of it, but you have to be able to leverage it effectively. Every year, a half trillion dollars is spent worldwide on marketing, yet nearly 40% of it is deemed “wasted.” Data enables you to be more targeted, more effective and efficient and provides a platform to prove it. Big data is the missing link between marketing actions and results. When developing and managing your data, you should:

  • Find a data savvy manager, which isn’t easy.
  • Find a good data partner.
  • Use data to sync up corporate goals and strategies.
  • Think big, but build incrementally.

 

Finally, in a time of increasing technology and shrinking resources, the ability to implement agile marketing is essential for a modern marketing leader. You can no longer survive with just a static annual marketing plan. Agile marketing lets you get more done, in less time, with better results. Consider the 70:20:10 balance:

  • 70% of your marketing is planned “marketing as usual” activity.
  • 20% of your marketing is programmatic (marketing automation), in which campaigns are automatically triggered by an event and deployed according to a set of rules applied by software and algorithms.
  • 10% of your marketing is purely responsive.

These are some of the trends shaping the role of a Chief Digital Officer.

Next time, we’ll talk about how a marketing leader positions himself/herself for becoming that digital leader.

 

 

Categories: Big Data, Branding, Social Media, Strategy Tags:

HCIC: Backstage Pass Webinar Series Continues This Week

July 15th, 2013 No comments

Backstage PassIf you haven’t already signed up for this week’s HCIC: Backstage Pass presentation to be held on Thursday, July 18th, you’ll want to be sure to sign up today! At Noon CDT, Mark Glyzewski, Multimedia Supervisor, and Anne Theis, Vice President/Chief Marketing Officer, from Salem Health in Salem, Oregon, will speak on the social media topic, “Stepping Up Your Online Content.” The session, which will run until 1:15 p.m., is one of the social media topics being presented during this Webinar series.

Mark and Anne will discuss how their organization, located 50 miles from the metropolitan news outlets in Portland, took an innovative approach to dramatically increase news coverage and exposure in their market. Hiring a news reporter from Portland, Salem Health launched an internal strategy designed to do the following:

  • Attract Portland, OR, television media to do more stories on Salem Health.
  • Package news in such a way that Portland TV could do stories without traveling to Salem.
  • In the absence of media interest, produce their own news and publish online.
  • Take advantage of story opportunities when Portland media is in Salem for government or other business.

As part of their presentation, Mark and Anne will share strategy and approach, case examples and results.

Each Backstage Pass session is $95. The sessions are presented as a Webinar so all you need to do is block off the time on your schedule and get an internet connection and a comfortable chair. And if your plans should change after you register, don’t worry – you can get a recorded copy of the live session within a week of the original presentation. Register now for this week’s session, as well as the remaining two sessions.

And don’t forget next month’s presentation on August 15th: “Google Analytics: Beyond PageViews and Visits,” presented by Joe Ebeling and Cesar Paredes from Barnes-Jewish Hospital in St. Louis, Missouri..

Categories: Best Practices, HCIC, Social Media Tags:

HCIC: Backstage Pass Webinar Series Continues This Week

June 17th, 2013 No comments

If you haven’t already signed up for this week’s HCIC: Backstage Pass presentation to be held on Wednesday, June 19th, you’ll want to be sure to sign up today! At 12 noon CDT, Christine Bon, Senior Web Specialist and Jonathan Fine, Director, Web Services at Advocate Health Care in Oak Brook, IL, will speak on the social media topic, “Marketing Physicians via the Web and Social Media.”The session, which will run until 1:15 p.m., is one of the topics that will be presented over the next few months during this Webinar series.

Backstage PassChristine and Jon will discuss their organization’s new campaign that uses the Google Display Network with a series of banner ads to track consumer interest in Advocate physicians. Hear how Facebook, Twitter and YouTube are being used to leverage and build awareness of live streaming video chats to promote physicians and build relationships with communities and patients.

Each Backstage Pass session is $95. The sessions are presented as a Webinar so all you need to do is block off the time on your schedule and get an Internet connection and a comfortable chair. And if your plans should change after you register, don’t worry – you can get a recorded copy of the live session within a week of the original presentation. Register now for this week’s session, as well as the remaining three sessions.

And don’t forget next month’s presentation on July 18th: “Stepping up Your Online Content,” presented by Mark Glyzewski and Anne Theis from Salem Health in Salem, Oregon.

Categories: HCIC, Social Media Tags:

Looking Back at 2012 Social Media Updates

December 18th, 2012 No comments

As 2012 comes to a close, it’s natural to reflect on events of the past year. Social media, an increasingly important part of a unified digital strategy, has seen many changes over the past 12 months.

A recent article on HubSpot’s Inbound Internet Marketing Blog looks at the “The 16 Most Important Social Media Updates of 2012.” A few of these were discussed earlier this year in our GreyMatters newsletter. While some of these changes amounted to little more than “tweaks,” they have still affected marketing use of social media in many cases.

According to HubSpot, the major changes include:

  1. Global Brand Pages for Facebook. This feature allows a company or brand to have one primary Facebook page for its brand, from which users can be directed to different versions of the page based on individual locations. This is particularly relevant for companies/brands with a presence in more than one country.
  2. Mobile-Only Facebook Ads. This feature has been a boon for companies who either know their audience is primarily mobile or mobile at certain defined times. Now they no longer have to pay for both desktop and mobile ads to reach their mobile customers.
  3. More Facebook Targeting Options. Facebook now allows more criteria for targeting an audience, including age, gender, gender the user is interested in, relationship status, education, college graduate (college name, major), in college (college name, major, years), in high school, and workplace, in addition to the targeting criteria already available.
  4. Opening Open Graph Facebook applications. Open Graph apps allow a user to share his/her various experiences on social media by giving permission one time to an app. For example, a Facebook user who plays a Zynga game will have that experience posted on his timeline. Other Facebook users who see this may decide to play a Zynga game themselves, via this “pseudo” word-of-mouth game recommendation.
  5. Twitter Tailored Trends. This feature notifies Twitter users of available Tweets based on the user’s interests, followers and location. Marketers can take advantage of tailored trends by using them to find out about trends specific to their industry and acting on this information via their own Twitter feeds.
  6. Twitter Cover Photos. Cover photos, similar to those used on Facebook profile pages, are now available for Twitter profile pages.
  7. Twitter Targeting by Interest or Username. This feature allows for more specific paid targeting by marketers.
  8. New LinkedIn Company Pages. This new feature on LinkedIn allows for more customization on a company’s profile page, which allows for more targeting of visitors to the page.
  9. Targeted LinkedIn Updates. By giving marketers the ability to further target and segment their messages to LinkedIn members, LinkedIn has seen a 66% increase in engagement. Using criteria such as company size, industry, job function, seniority, geography, and including/excluding company employees, marketers can further refine their marketing efforts on LinkedIn.
  10. LinkedIn and Twitter Breakup. Twitter and LinkedIn ended their partnership in June, 2012. While you can still post to Twitter from LinkedIn, you can no longer post to LinkedIn from Twitter.
  11. Promoted Foursquare Updates. A Foursquare user is no longer required to have already checked in to a business to receive information from that business. With the “Explore” tab, marketers can appear in any Foursquare user’s feed, even if the user hasn’t engaged with that business before to promote specials, share photos and provide other information about their business.
  12. Foursquare Rating System. This new rating system was rolled out recently to help recommend places to its users. It uses a combination of various factors such as popularity, likes and dislikes, tips, loyalty, local expertise and check-ins from around the world.
  13. Google+ Hangouts on Air. Originally, Google+ Hangouts were simply an option for small conference calls between business teams. Hangouts on Air allow for broadcasting the Hangout to much larger audiences.
  14. Google+ Integrated into Google Searches. Now, Google searches incorporate information from Google+ user accounts in the search results. Thus, an organization without a Google+ presence will not fare well in such Google searches.
  15. Google Places Becomes Google+ Local. Users of Google+ will now receive more information about a business when they search in Google+ Local, such as contact information, photos, and reviews.
  16. Pinterest Business Accounts for Brands. This feature allows for business pages on Pinterest, rather than just an individual account. Pinterest has exploded in the past year as a platform for businesses, and the new features allow for a quick, easy setup. Additional features especially for business users are also available.

What do you think was the most important change to social media in the past twelve months? One of these or something different?

And of course, as we look back over 2012, we also look forward to 2013. All of us at Greystone.Net wish each of you a happy and safe holiday season and a joyous and prosperous New Year!

Categories: Social Media Tags:

The Next Generation Call Center

June 19th, 2012 1 comment

Tomorrow I head to Philadelphia to participate in an annual event on healthcare call centers (the 24th Annual Healthcare Call Center Conference). It is a conference I love participating in because it gives me a chance to catch up with long-term colleagues and to find out what is new in the industry.

It’s also a chance to spend time with a subject matter that is a little different than the Web / healthcare world I live within most days. But this year, I am teaching an educational session on advancing and emerging technologies for the healthcare call center. And in this instance, my two worlds — Web and call center — are colliding (in a good way.)

I’ll be sharing with the audience the latest in how (among other things) social media, video technologies and mobile technologies are — and will continue — impacting the healthcare call center. Big changes are coming to the healthcare call center, and it’s an exciting time for the industry and the call center manager.

I hope to see you in Philadelphia and catch-up. If you are at the conference, come by my networking table Thursday at 10am or my presentation at 3pm. But if you don’t make it and you want a copy of my slides, just let me know. I’m happy to share. I think the next few years are going to be a really interesting time for healthcare call centers everywhere. They are coming of age. Finally. I’m happy to be a very small part of the evolving call center future and to share my thoughts on the Next Generation Call Center.

I’m also looking forward to being back in Philly for a few days, and to reminisce about the fun times at Penn and living in the city back in the 90s. Where does the time go?  Hope to see you all in Philly soon.