Global chief communications officers (CCOs) are increasingly adding digital and social media into their department oversight and responsibilities.
CCOs report that compared to years past, they are hiring more digital and social media experts (73 percent) and developing more relationships with influential Twitter users and bloggers (55 percent). These findings come from The Rising CCO V, a survey conducted by global executive search firm Spencer Stuart and global public relations firm Weber Shandwick. Now in its fifth year, The Rising CCO explores how CCOs expect their responsibilities to evolve over time in an increasingly digitalized and media-fragmented world.
Social media continues to be a top agenda item
Social media is expected to have the single greatest impact on the CCO’s job over the next few years. An overwhelming 91 percent of CCOs expect social media to increase in importance more than other communications responsibilities. This finding is consistent across every region in the study, which includes North America, Europe, Asia Pacific and Latin America. Globally, CCOs expect mobile (73 percent) and video production (69 percent) to also increase the most in importance.
“Corporate communications is in a constant state of evolution as the growth of social communications continues to change the landscape,” said George Jamison, who leads Spencer Stuart’s Corporate Communications business. “In some cases, corporate teams are driving change, others are striving to keep up. Our research shows that CCOs are working hard to equip themselves with the right tools and people to help them effectively navigate this world of change and stay socially-fluent.”
CCOs anticipate great change ahead
The vast majority of CCOs (86 percent) agree that the changes in the media environment in the past few years have had a significant impact on communications strategies, and they expect the landscape to continue to evolve. More than one-quarter of global CCOs (28 percent) expect the media environment to change extensively over the next few years. Another 51 percent are moderately bullish about change to come. When asked to describe in their own words why they think the media environment will change, CCOs most frequently cited technological advancements, social media and developing media platforms.
One way the changing media environment is likely to impact corporate communications is through content publishing. Ninety percent of CCOs have content publishing on their agendas. Fifty eight percent of CCOs report that they create and publish their own content, 18 percent report that they are in the process of preparing to become an original content publisher, and 14 percent say they are considering becoming an original content publisher as a future initiative.
Marketing and communications grow closer
CCOs have greater responsibility for marketing today compared to several years ago. The rate of global CCOs who have oversight for marketing increased from 26 percent in 2012 to 35 percent in 2014, a 35 percent increase.
“Greater marketing and communications convergence is likely driven by the increasing indivisibility of corporate and brand reputation that’s fast taking hold among leading global Fortune 500 companies,” said Leslie Gaines-Ross, Chief Reputation Strategist for Weber Shandwick. “In a splintered media environment, having one clear enterprise voice is now mission critical.” Eighty four percent of global CCOs agree that corporate reputation and brand reputation are indivisible today. Likely closely associated with this relationship is a rise in reported prominence of public relations as a marketing mix component. Nearly two-thirds (62 percent) of CCOs agree that public relations has risen in status in the marketing mix over the past few years.
CCOs see effectiveness in media integration
Global chief communications officers (CCOs) report that their external communications focus more on traditional media (64 percent) than social media (36 percent). CCOs use traditional and social media for different purposes and see effectiveness in integrating both for some communications activities, including crisis resolution, and not for others. Nearly two-thirds of CCOs (63 percent) find traditional and social media to be equally effective for resolving a crisis or issue.
At least half of global CCOs report that traditional and social media are equally effective for retaining customers (58 percent), attracting new customers (54 percent) and creating awareness of a new product or service (50 percent). Traditional media is viewed as more effective for announcing financial performance (76 percent) and promoting the visibility of senior executives (54 percent), while social media is more effective for attracting talent (56 percent).
· North American and Asia Pacific (APAC) CCOs are most likely to agree that the field of corporate communications has successfully kept pace with the changes in the media environment.
· CCOs in all four regions represented in the study expect social media to increase the most in importance as a communications tool over the next few years. However, APAC CCOs are more likely than others to report that the company website will increase the most in importance. Latin American (LatAm) CCOs also expect digital community management and video production to increase in importance.
· European and LatAm CCOs are most likely to oversee marketing in addition to communications.
· North American CCOs are the most likely to be currently creating and publishing their own content. APAC CCOs are most likely to be in the process of preparing to become original content publishers.
Click here to view the report.
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]
SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]
Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]
Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’. “Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set […]
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]