This inconsistency problem stems from organizational fragmentation — different departments operating independently with different agendas and priorities. Company silos are not a new phenomenon, but in a world where brands are increasingly built (or destroyed) by customer conversations across social media, marketing leaders have a new imperative: They must align their organizations around the consistent delivery of great customer experiences in order to fulfill their brand promises.

Companies that consistently deliver great experiences appear from the research to have two attributes in common. The first is a CEO who is a champion for the customer, who appreciates the connection between high net promoter score and superior profitability and who insists that all departments are committed to delivering great customer experiences. The second is a senior executive, often the CMO, who operationalizes the CEO’s vision into programs and practices. These often involve defining the brand’s purpose, linking the brand purpose to every employee’s role (especially those who are customer facing), defining the desired customer experience at every touch-point, implementing feedback and measurement systems to audit results and establishing cross-functional review forums to facilitate continuous improvement.

If CMOs are to be brand champions in a digital age they must build bridges that span internal silos in order to improve customers’ experiences and influence how those experiences are shared in social media. As a marketing leader, how are your bridge-building skills? What are your challenges? Share your thoughts in the comments below.

This post previously appeared on Forbes.com. nFusion CEO John Ellett is a regular contributor to the Forbes blog. You can follow his insights for marketing change agents at http://www.forbes.com/sites/johnellett.

The post CMOs As Bridge Builders appeared first on nFusion.

In researching and writing my book, The CMO Manifesto: A 100-Day Action Plan for Marketing Change Agents, it became clear that the first step toward success for new CMOs is to clarify expectations about the change they are expected to lead. What is the magnitude and rate of change that the organization needs and will support? Are the CMO and the CEO on the same page? The answers to these questions should be determined very early in the new leader’s tenure, if not before accepting the offer.

Successful CMOs also take time early in their first 100 days to forge alliances with their C-suite peers and other key executives. They take time to listen, to learn and to align the rest of the organization around the need for change. They don’t show up on Day One with all the answers. They take time to build “our change agenda” not “my change agenda.” Those who come into their new roles ready to point out how their peers have it all wrong are likely to experience “organ rejection” and are destined to fail.

The CMO’s role is difficult enough without starting off on the wrong foot. The job is ambiguous at best. It varies in scope from company to company. It must simultaneously drive short-term results and long-term change. And the CMO may not have direct control of the levers needed to deliver business success.

The good news is that CMOs can succeed and there is a common road map to achieve success. Let’s hope CMOs learn how to follow the map so they don’t need to blame “the organization” for their failures.

What do you think? Tell us in the comments below.

This post previously appeared on Forbes.com. nFusion CEO John Ellett is a regular contributor to the Forbes blog. You can follow his insights for marketing change agents at http://www.forbes.com/sites/johnellett.

The post Why CMOs Fail: “It’s Not My Fault” appeared first on nFusion.

For banks and many other companies, much of the customer experience is delivered via Web-based applications. These apps are often developed by internal IT teams or implemented through third-party software. They frequently are not integrated nor reflect a common user interface. They may not be optimized for access from a smartphone or tablet or, if so, were implemented using other vendors who compound the user interface fragmentation. The “brand stewards” in marketing may have little or no involvement in the process. Customers can get frustrated and the brand is negatively impacted.

We live in a converged world. A customer’s experience spans marketing and IT functions and includes sales, operations, customer service and product management. Marketing leaders are used to the idea of being brand champions. But in today’s world, the customer’s experience is the biggest factor in brand preference and advocacy. Can a marketing change agent truly transform a brand without impacting every customer touch-point, including those originating from IT? Should the CMO also assume the role of Chief Customer Experience Officer? If not the CMO, then who? If it is to be the CMO, then how does that redefine this crucial role? Your comments are welcome.

This post previously appeared on Forbes.com. nFusion CEO John Ellett is a regular contributor to the Forbes blog. You can follow his insights for marketing change agents at http://www.forbes.com/sites/johnellett.

The post Who Is Your Chief Customer Experience Officer? appeared first on nFusion.

The New Social Capital

We believe the New Social Capital to be the value derived from a person or brand’s collective digital presence, including their social graphs, levels of influence and use of digital social networks, characterized by trust, reciprocity and scale.

Think of your own experiences.

Did you form an opinion of a single brand from just one experience? Rather, you likely first heard about the brand from (an ad, friend, review, etc.), then visited its website (or social channels perhaps), then decided whether to do business with that brand and eventually formed a viewpoint based on those collective experiences.

Consumers’ New Expectations

Customers expect your brand to make it easier, faster and more satisfying to do business with you. Take it a step beyond merely meeting their new expectations and EXCEED them.

Implications for Marketers

Ultimately as a marketing change agent you’re tasked with delivering relevant digital experiences that improve the customer’s interactions with your brand. There are five simple considerations for doing that.

Join the #NewSocialCapital conversation by adding your questions and commentary below.

Want to assess your brand’s Social Capital and learn how to enhance it? I am offering brief, top-level assessments for qualified B2B and consumer brands. Please contact us to start the conversation.

The post The #NewSocialCapital: eM13 Recap appeared first on nFusion.

Social media has evolved dramatically since Facebook first graced Harvard’s campus. Meanwhile, the way in which customers interact with brands, trust in brands and advocate for brands has changed too.

On Tuesday, April 9 nFusion’s EVP and Chief Digital Officer Bill Parkes will discuss how to go beyond social media likes and build the New Social Capital at the eMarketing Association’s eM¹³ conference in San Francisco.

Can’t make the conference? Join the online conversation by following the hashtag: #newsocialcapital. Got questions in advance? Tweet Bill at @billparkes.

Check back Wednesday, April 10 for a rundown on

• Customers’ new expectations of branded digital experiences
• Key considerations to incorporate into your company’s marketing strategy to build even more social capital

The post Turning Likes Into Customers: Parkes Presenting At eM13 appeared first on nFusion.

While efforts to categorize people are inevitably imperfect you are nevertheless challenged to make some important decisions as a leader charged with changing the status quo.

Here are five types of performers that can typically be found on teams:

1. Stars – Stars are high contributors with high potential. These people may or may not be your direct reports, regardless it is smart to “promote” them within the organization. Ensure they feel a part of the changes and want to stick around to help lead them.
2. Hard workers – They are the most reliable and dependable people on the team. Encourage them, show them the value in their work and ensure they feel it is meaningful. They are the backbone of your organization.
3. Misfits – Typically, misfits aren’t delivering to expectations in their role to date. Don’t be misled though, they have high potential. With the right shift to a different role, you can leverage their high potential and easily turn a misfit into a star.
4. Undesirables – Undesirables are the ones undermining morale and detracting from achieving your goals. They are underperforming and over-gossiping. Each leader is challenged with identifying these people and letting them go.
5. Wild cards – These individuals are the toughest to read. You will want to give these people more time, energy and effort to find out what they are capable of delivering.

Who belongs on your team and in what role? Which performance type are you? Share with us in the comments.

Written by a team of stars and former misfits and wildcards.

The post Identifying Your Team’s Stars and Misfits appeared first on nFusion.

During SXSW:

Bring your charger

There will be charge stations on nearly every corner. With all the apps you’ll be running to stay on track and stay connected, you’ll need a battery boost!

Have business cards ready

You never know who will be behind you in the Starbucks line. Have your business cards ready at all times so you never miss out on a job or client opportunity.
 

Wear comfy shoes

After it’s all said and done, you’ll think the W in SXSW stands for walk. Make sure you don’t leave Austin with blisters.

When You’re Out and About:

Must-see tourist spot: Soco District

South Congress Avenue is lined with the trendiest shops and restaurants. Smell the leather of Allen’s Boots, go thrifting in Uncommon Objects and dine at the South Congress Café.

Best Tacos: War between Torchy’s and Tacodeli

nFusioners argue: 56% Torchy’s vs. 44% Tacodeli
Such a tight race, we’ll let you decide…

Best BBQ: Franklin’s Barbecue

So good you’ll wait hours for it. No, really. Get there an hour or two in advance or you’ll go home hungry. The BBQ joint is open Tuesday – Sunday from 11 AM to sold out. That’s right, the restaurant has sold out of brisket every day since moving from a trailer to a brick and mortar location on E. 11th in March 2011.

Best Margarita: Trudy’s

This delicious tex-mex destination is famous for its house margaritas and Mexican martinis (yeah, it’s a Texas thing). The martinis are so strong it’s illegal for Trudy’s to sell you more than two in one sitting!

Best Late Night Bar: Midnight Cowboy, Bangers and Elephant Room

Folks, we have a three-way tie.

Midnight Cowboy
By two-hour reservation only, escape the chaos of 6th Street and transport back in time to a speakeasy. One-of-a-kind cocktails are mixed tableside off of a vintage drink cart.

Bangers
In the heart of Rainey Street Historic District surrounded by historic homes turned bars, find Bangers: serving up sausage and over 100 beers on tap.

Elephant Room
Head to the basement for live jazz and a full bar.

Best Pizza: Home Slice

Home Slice found on South Congress Avenue is located right next door to More Home Slice for your dine-in or takeout and by-the-slice needs.

Take it from us. nFusioners have joined us from all over the country and beyond. If you fall in love with Austin after visiting our top spots, check out our careers page and join our growing team.

The post Our Tips and Picks for a Successful SXSW appeared first on nFusion.

Check out our SXSWi team, follow them on Twitter and see their most anticipated sessions. If you want to meet up, feel free to reach out. We’re always in the mood to talk about recruiting and other potential opportunities to partner with nFusion.

John Ellett
CEO
@jellett
Innovation & Leadership in Agile Age

Charity Poage
Account Director
@charitypoage
Creator vs Audience: Next Chapter in Storytelling

Adam Holzband
Social Strategist
@adamholz
The New Serendipity?

Jessica Hutson
Community Manager
@jessicahutson
Social Media Was Fun. Has Measurement Killed It?

Barrett Rogers
Senior Account Manager
@barsouth
How Tech Companies Should Pitch Hollywood

Mason Adams
Account Supervisor
@masonkadams
Social Marketing: Blazing New Trails

Justin Wetz
Senior Interactive Designer
@justinwetz
Beyond Mobile: Where No Geek Has Gone Before

Jeremy Palafox
Media Supervisor
@thefivefoxes
Big Data: Is It Killing Creativity

The post See Who’s Attending SXSW Interactive appeared first on nFusion.

But those that can catch the attention of viewers, and hold their interest after the confetti settles, earn extra brand affinity points. Digital and social extensions are the best way to capitalize on the huge investment of one spot.

Some brands see the Super Bowl as a platform for a single spot to increase awareness. But brands that used their Super Bowl ads to launch a fully integrated, sustainable campaign across a wide range of media, are the real winners.

Let’s take a look at the Top 5 Super Bowl Ads according to AdWeek and re-rank them based on how they took their campaigns off the big screen and into “real” life.

5. Taco Bell: Viva Young

The spot about the late-night shenanigans of seniors closes with an endcard directing viewers to the Taco Bell Facebook page. And what do you see when you get there? The exact same spot posted on their wall. No más.

4: Dodge RAM: Farmer

This emotional spot actually has its origins in YouTube. A Farms.com video inspired the remake (with substantially higher production value) for the Super Bowl. RAM announced the “Year of the Farmer,” complete with a dedicated cause microsite that lets users post a Farmer badge to their Facebook timeline to raise money for FFA.

3. Samsung: The Next Big Thing

Samsung Mobile USA did a good job of incorporating parts of its teaser and two-minute commercial into its Facebook page. (The last several posts feature the Baltimore Blackbirds and San Francisco 50-Minus-1-ers.) Their #TheNextBigThing hashtag has also gained traction on Twitter, especially with tweets from celebrity endorsers like @KingJames LeBron.

2: Budweiser: Brotherhood

The life story of a Clydesdale in one minute. The social cherry on top? You get to name the newest foal by tweeting your ideas with the hashtag #Clydesdales. Not only did @Budweiser launch this way, but it also received over 60,000 submissions via Facebook and Twitter. Judging from the integration leading up to the naming, you can bet the new mare, “Hope,” will be featured often on Facebook and Twitter.

1. Oreo: Whisper Fight

Despite how you felt about the TV spot, there’s no doubt Oreo won over the Internet with campaign integration…and a quick-turn tweet. Its commercial ended with an invitation to vote for cookie or creme via uploading pictures to its new Instragram account and tagging #cookiethis or #cremethis. Oreo then commissioned 20 artists to recreate the pics using actual Oreo cookies or creme. The process and creations were featured on Facebook and Instagram. But perhaps Oreo’s biggest win comes from being on-call to create the now famous blackout tweet.

Oreo not only thought through planned digital and social media executions for its spot to create an integrated campaign across multiple touch-points but also built on its successful Facebook and Twitter presence to capitalize on an unplanned, shared-consciousness event. Oreo instantly became a welcome guest at game-watching parties across the nation. And maybe managed to make it onto football fans’ shopping lists as well — or at least their news feeds.

The post Were Sunday’s Top Ads Really Winners? appeared first on nFusion.

1. Living in a vibrant community that can host such great events like SXSW, ACL Fest and Formula 1.
2. A country that handles disagreements via the ballot box. Whether you like the outcome or not, look at how other countries in the world resolve their differences.
3. Publishing my first book. While I get the byline, almost 100 people helped make it possible and they deserve the credit and my thanks.
4. An agency team that keeps me on my toes and inspires me to keep learning about the constant changes in our noble profession.
5. Clients whose trust we’ve earned and new clients who have taken a leap of faith. From big screen TVs and big rig trucks to drinks to party with and a town to party in, your challenges stimulate us to do great work.
6. The generosity of Americans who care for others through organizations like The First Tee, Austin Helps Honduras, Wounded Warrior Project and many more.
7. For shooting my lowest competitive round of golf (69). It gave me hope.
8. For shooting my highest competitive round of golf (99). It kept me humble!
9. Quality television programs that make me laugh, make me think and allow me to take a break.
10. A year of health for me and my extended family. We are so blessed.
11. Sons, nieces and nephews who are following their dreams and making a difference in the world at such an early age.
12. A wife, a travel companion and a golf buddy who is the same person. I can’t imagine journeying through life without her!

The post 12 Things I’m Thankful for in 2012 appeared first on nFusion.