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HOW TO: Get the C-Suite to Say ‘YES’ to Your Social Marketing Plan
Kim Celestre / Forrester Research / November 5, 2013
Like many marketing leaders, you may find it challenging to accelerate the advancement of your social marketing initiative(s) because you are at a point where you need to articulate how your social marketing program(s) contributes value to your brand’s business objectives. Whether you are launching a pilot social marketing program or a long-term corporate initiative, eventually you will need to get in front of your CMO and state your case for getting more budget and headcount to support your programs. Easier said than done? Well according to many marketers, it is. In fact, marketers tell us that ROI and measurement are the top two roadblocks they face when trying to advance their social marketing efforts — the very two things that the C-suite often demands when it’;s time to allocate marketing resources. It’s the ultimate marketer conundrum!
To help marketers overcome this challenge,we launched a research project to determine the best way to build a business case for social marketing. During my interviews with a variety of B2B and B2C marketing leaders, I was initially surprised to find how many do not follow a formal process to establish a business case for their social marketing efforts. Considering the shared skepticism among many executives regarding social marketing, one would think that a formal business case would be warranted. But after listening to some frustrated marketers during my interview calls, I realized that most simply lack the time, patience, and energy to build a well-laid-out plan that is informed by data instead of by gut feel. As one marketer exclaimed, “I need a tool that allows me to input some key information regarding my social marketing program and have it spit out a completed, ready-to-present business case!”