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image Berry
Network Inc
is a specialized marketing agency and a wholly-owned subsidiary of
AT&T. Headquartered in Dayton,
Ohio, Berry Network supports over
400 regional and national clients with comprehensive local search marketing
programs.  Berry Network’s award-winning
portfolio continues to expand, and includes a variety of media consumers use
when conducting a local search including; print and Internet Yellow Pages
advertising, search engine marketing, mobile marketing, direct mail, and social


This year,
for the first time at Impact 2011, we will talk about the CMO agenda and the mandate
for the accelerated business.  I caught
up with one of our Impact speakers, Alan See, CMO at Berry Network to learn

Alan, you are at the forefront of
the digital scene and a thought leader.  What
are your views about the CMO mandate and the IT intersection?


intersection between Marketing and IT is now a major feature on most strategy
road maps.  In fact, the CMO and CIO will
be on each others calendar a lot this year! 
Digital media and in particular social media involve technology and
strategy issues that will need to be negotiated and resolved at the top level.  Questions and concerns related to network
security and access to the social platforms necessary to bring a social media strategy
to life will necessitate ongoing dialogue and cooperation.



How has the CMO’s priorities evolved
over the last few years?


Let me
answer that question this way.  Ted
Turners old success advice; “Early to
bed, early to rise, work like hell and advertise”
is not something a CMO
can bet their career on anymore.  Many consumers’
now expect transparency, trust, relevance and engagement.  I know my priorities have certainly shifted
in order to deliver on those types of expectations.


What is a social-ready organization?
And why is it so important for companies to make this distinction?

social-ready organization is focused on the customer experience through the
execution of a social media marketing strategy that creates value for both the
consumer and the organization.  A social-ready organization delivers on
that goal by integrating social media in a way that allows them to facilitate
and nurture communication between all key constituents.  Engagement at
that level requires an organization to be authentic, transparent, responsive
and trusted.   In short, they’re probably going to need a new
corporate mindset.  To support that new mindset, a company that aspires to
be social-ready should focus on three key competency areas.  First
of all strategy.  For
example, does your organization have a social media marketing strategy? If so,
does your strategy integrate and support your strategic marketing plan? Does
your strategy have cross-functional executive level support?  Second, technology.  There is no way around it; you are going to
need technology infrastructure support to build a social-ready enterprise.  And finally, processes.  Get ready to modify some of your operational
processes in order to support your social media goals and objectives.




What are some of the challenges that
you see companies facing with the accelerating pace of business and our
turbulent economy?


noticed a keen focus on what I’ll call the intersection between “social-mobile-local
search” and “daily deal” type of activities. 
In today’s economy, all businesses, particularly small locally owned
service-based organizations, want to
be found by ready-to-buy consumers who live in their specific trade
area.  Consumers are now increasingly
using specialized internet search sites that allow users to submit
geographically focused searches against a structured database of local business
listings. This is commonly referred to as local search. The probability of converting those local shoppers
into new customers increases when coupons or daily deals are offered at the
right time through the right channel. The right channel may very well involve mobile
search on a Smartphone making it possible for the on-the-go consumer to find the
business.  In addition, location-based
services make it possible for a business to push a message or offer directly to
a consumer who "checks-in" or is simply within proximity.  Social-Mobile-Local search activity will only
accelerate as more consumers adopt Smartphone’s.




This is your first Impact conference
and I have been following you on Twitter. 
You have a great session as part of the Forbes Business Leadership
Forum.  Can you tell us more?

Thanks!  I’m excited and honored to be part of the
conference.  The title of my session, “Competing
in a Social Economy” may sound a little funny. 
But the rise of social media really does impact an organizations ability
to compete.  The entire C-suite needs to
rally around this emerging channel or risks maintaining their brand
relevance.  In addition, employees at all
levels should be part of the social media adoption process.  In my opinion, building a customer focused
social-ready organization will require collaboration across functional silos
that is far more extensive than any CRM
implementation an organization may have experienced.



We have an exciting lineup of speakers. Who are you looking to hear from
at Impact?


I’ll also be participating as a panelist in the “Strategy
for Global Collaboration & Innovation” session.  My
co-presenters are
Arvind Malhotra, University of North Carolina
(UNC) Kenan-Flagler
Business School,
Alexandar Manu, Innospa International Partners and Michael Hugos, Center for
Systems Innovation.  I’ve already
introduced myself and connected to them through LinkedIn.  But I’m really looking forward to meeting
them in person and learning from their experience.

Thank you, Alan and looking forward to meeting you at Impact!

Follow Alan See on Twitter and visit the Berry Network blog for more strategic marketing insights.



Register for Impact 2011 and attend more exciting sessions like these at the Forbes Business Leadership Forum at Impact 2011.  Today's connected customer doesn't respond to traditional marketing
tactics alone, but Chief Marketing Officers can bridge the gap between
themselves and prospective customers through innovative use of
technology. Impact 2011 shows how a new, tech-enabled marketing strategy
that improves the consumer experience can transform the business – and
your career.

Marketing leaders who attend the Forbes Business
Leadership Forum can walk away with an actionable plan for creating a
more consistent, compelling brand and customer experience. Optimize
marketing processes and deepen your insight into customer wants and
needs to increase consumer preference, share of wallet and loyalty.


Follow the conversation: IMPACT on Twitter and hashtag #ibmimpact

Interact: Social @ Impact

Discuss with peers: IMPACT LinkedIn Group

Friend us: IMPACT Facebook Page

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