Part 2: CMO Interview With Mark Grindeland of Teletech, on Social Business
Recently, I was asked by TeleTech to attend the Net Promoter Conference in San Francisco to hear their keynote speaker, Mark Grindeland, the CMO of TeleTech, a company that provides resources to big brands to assist them with their social customer service and strategies. Social agents work around the world to provide everyday online communication and customer support. Following the conference I was able to interview Mark.
Last week I posted Part 1 of our conversation. Here’s Part 2.
Me: What do you think social media will look like in just another one to two years? How will it change?
Mark: I think it will mature. There will be more adoption in the B2B space. People are using Facebook as their email engine now. They can group things according to the different areas of their lives. It’s changing how consumers engage with technology.
Also, there will be a more seamless integration of app platforms—the people who engage with multiple apps on Facebook are growing 5 times faster than on their own website. Mobile is where growth is happening! To that point, there are more mobile devices than there are TV sets now.
Me: How have companies had to change and evolve their own structure to support social marketing and service?
Mark: When I first talked to Proctor and Gamble about social media, it scared the crap out of them—they were very concerned about their brand and how social might affect it. What if they were positioned next to a brand that wasn’t at their level, or involved in a conversation that tarnished their image? That conversation doesn’t exist today. P&G, along with a lot of other companies, has done a 180, and they are now big players in the social arena.
Let’s face it, social is big and pervasive and touches every part of businesses today. Two years ago, people said social media was a PR thing and it belongs in a sub-component of marketing. Now they see it as something that touches all facets of the organization and they weave it into all parts of what they do. Customer support, marketing, sales, HR—there is not just one area that owns social, it cuts across everything. You can no longer use a siloed approach to mange customer experience.
Me: How do you think social has changed the role of the CMO?
Mark: In a huge way! CMOs have gone from a “we tell people what our brand is and broadcast it” approach to, “we tell people and then engage and interact.” This completely changes marketing strategies. We aren’t just telling now, we’re also listening and learning. It’s forced CMOs to have a new definition of what marketing means in a social world.
Me: What does a proper measurement strategy look like for a marketer?
Mark: There are multiple components. It’s a continued evolution to how the company is measured. Net Promoter Scoring and Spark score is important because it incorporates the whole social piece. Our council to our clients is to focus on consumer behavior and economics of consumer behavior. What drives the right behavior? That’s where we should focus.
Me: What brands are doing great social marketing?
Mark: American Express is doing a great job with Open. Clearly Coca Cola is doing a fantastic job. Gucci and Burberry have done an incredible job. Starbucks is great. What we’re starting to see now is, goods are jumping on board, from consumer packaged goods to higher priced products. For example, Kraft is doing a great job with social. Automobile companies are starting to do some great things—like Mini Cooper, great job.
Me: What’s the biggest challenge in any social marketing campaign?
Mark: Letting go of the fear and just doing it.