I recently had the opportunity to interview one of the most social CMOs in the world, Jonathan Becher, the Chief Marketing Officer of SAP, arguably one of the most social enterprises in the world. As CMO, Becher used to sum up his role as "brand to demand", but since he has recently been given the additional title of Chief Communications Officer he is changing the definition of his role to "voice to choice".
When we think about "voice" we are programmed to think about the customer's voice, something that has become more and more real and relevant thanks to social media. There is another voice that we must develop and nurture and that is the voice of the company and its employees. Becher tells us he is not so sure that a single voice from the company is the way to go anymore. He feels that because employees are constantly interacting with people that every employee should have a voice. The question then becomes: How do you harness all the voices into one coherent voice to customers? In an effort to get everyone at SAP to have a voice and tell their story, Becher created the CERN model. The CERN model is a framework for employees to tell their Customer, Employee, Resource or Network story in a way that will ensure that each story, while not identical, is consistent.
Becher says that SAP is not a B2B company, which implies they sell solely to one or two people in the enterprise, but increasingly it is people buying software, people-to-people. A recent Harvard Business Review post takes it even a step further advising CIOs and CMOs that there is no more B2B; it's now P2P (People-to-People). If that's true, and I believe it is, then Becher is onto something here with his idea that each employee should have a voice.
Here's a top ten list for what today's social CMO should be doing based on our talk with Becher:
- Think Impact and Influence over "Ego-metrics" - With large companies like IBM claiming to have 40,000 bloggers active in 70,000 communities, it is clear that enterprises recognize the importance of scaling the voice of their brand. Becher tells us that he too used to be into publishing big numbers, but now he realizes that he would rather have 1,000 people making a big impact than have 65,000 people that are tweeting and just listening to each other. "That's not amplification, that is just talking to each other and that is what I don't want," he says.
As we concluded our conversation Becher's final words of advice for all of marketers and communications people ring true: "If you focus on what your end customers want everything else takes care of itself."
You can watch the full interview with Jonathan Becher here. Please join me and Michael Krigsman every Friday at 4PM EDT as we host CXOTalk - connecting with thought leaders and innovative executives who are pushing the boundaries within their companies and their fields.