© 2012 IBM Corporation

Contact: Bill Chamberlin, Principal Client Research Analyst

11Dec2013

Forbes / Appinions “World’s Most Influential CMOs” How Socially Enabled Are They?

© 2012 IBM Corporation

IBM Market Development & Insights

2 World’s Most Influential CMOs: How Socially Enabled Are They?

About This Research

This research was conducted to understand whether or not the 2013 Forbes / Appinions list of the “World’s Most Influential CMOs” were active on social media sites and platforms.

Research questions explored were:– Do they have a LinkedIn and/or Twitter accounts?

• If so, what type of reach do they have on those accounts?• How active are they?

– Do they have an active public blog?

The research was conducted the December 7-10, 2013 using free social search and analytic tools.

12Dec2013

© 2012 IBM Corporation

IBM Market Development & Insights

3 World’s Most Influential CMOs: How Socially Enabled Are They?

About Forbes / Appinons “World’s Most Influential CMO’s” List

On October 3, 2013 Forbes and Appinions published a list of “The Most Influential CMOs”.

About the report and research:– 66 CMOs were rank listed as being the

“World’s Most Influential CMOs”– CMOs from the Forbes 500 were

identified and ranked based on the number of mentions of their name in the media over a 60 day period from July 27 – Sept. 24, 2013

– CMOs were found to be influential within topics that were important to their business or industry

http://www.forbes.com/sites/jenniferrooney/2013/10/03/the-worlds-most-influential-cmos/

12Dec2013

© 2012 IBM Corporation

IBM Market Development & Insights

4 World’s Most Influential CMOs: How Socially Enabled Are They?

The 2013 Forbes / Appinions “Most Influential CMOs” list

Source: http://www.appinions.com/wp-content/uploads/2013/10/CMO-Influence-Report_2013.pdf

12Dec2013

© 2012 IBM Corporation

IBM Market Development & Insights

5 World’s Most Influential CMOs: How Socially Enabled Are They?

Summary Finding: Only a fraction of the 66 CMOs on the Forbes “World’s Most Influential CMOs” have presence on social platforms

While almost half of the 66 are actively building their network on LinkedIn, 24 (34%) have less than 3 connections on LinkedIn

500+ 275-499 20-122 1-2 00

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30

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Last 2 months

In 2013 In 2012 Never0

10

20

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40

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Only 12 (18%) have a blog and only 4 (6%) have posted in the past two months

Only 14 (21%) are both active on Twitter and have over 1,000 followers

# of Linkedin Connections

CMO’s Twitter Followers CMO’s Blogging Activity

# of Twitter Followers Date of Last Blog Post

CMO’s Linkedin Connections

Source: MD&I Social Insights

12Dec2013

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© 2012 IBM Corporation

IBM Market Development & Insights

6 World’s Most Influential CMOs: How Socially Enabled Are They?

About half of the “World’s Most Influential CMOs” are actively building their network on LinkedIn

Forbes Rank LinkedIn Title & Company LI Conn.

3 Andy Palmer Nissan 5009 Anand Chandrasekher Qualcomm 500

10 Michael Sprague Kia 50013 Mike Accavitti Honda 50014 Helena Foulkes CVS 50017 Steve Shannon Hyundai 50018 Jeremy Burton EMC 50019 Jonathan Becher SAP 50023 Neil Golden (left McDonald's Sept 2013) 50024 Paul Chibe Anheuser-Busch 50025 Marc Speichert L'Oreal 50028 John Boynton Rogers 50032 Michael Zuna Aflac 50033 Simon Lowden PepsiCo 50037 Beth Comstock GE 50041 Jeff Charney Progressive 50042 Jeff Jones Target 50043 Dario Spina Viacom 50044 Karen Quintos Dell 50045 Matt Atkinson Tesco 50049 Judy Hu Bank of NY Mellon 50051 Johan Buse Singtel 50054 Kim Sharan Ameriprise 50055 Alan Gershenhorn UPS 50057 Jon Iwata IBM 50061 Henry Gomez HP 50063 Mark Addicks General Mills 50064 Syl Saller Diageo 50065 Richelle Parham eBay 50066 Mark Buckman Telstra 500

CMOs with over 500 LinkedIn Connections

Forbes Rank LinkedIn Title & Company

LI Conn.

5 Tami Reller Microsoft 12222 John Hayes American Express 857 Martine Reardon Macys 75

53 Graham Atkinson Walgreens 6840 Marc Pritchard P&G 5812 Patrice Bula Nestlé 204 Jim Farley Ford 2

29 Jamie Moldafsky Wells Fargo 26 Nikesh Arora Google 18 Alan Batey GM 1

26 Jim Berra Carnival 130 Khaled ElKhouly Etisalat 139 Peter Schwarzenbauer BMW 146 Joseph Tripodi Coca-Cola 159 Cathy Coughlin AT&T 11 Phil Schiller Apple 02 Younghee Lee Samsung 0

11 Joachim Schmidt Daimler (Retired Sept 2013) 015 Jerome Stoll Renault 016 Iain Conn BP 021 Jeffrey Hirsch Time Warner Cable 027 Bernhard Maier Porsche 031 Alain Visser Volvo 036 Camille Lee Novo Nordisk 048 Christian Klingler Volkswagon Group 050 Reinhold Huber Lufthansa 052 Michael Hagspihl Deutsche Telekom 056 Michael Bair Boeing (retired Nov2013) 062 Ken Dixon Verizon 0

CMOs not active on LinkedIn

Source: MD&I Social Insights12Dec2013

© 2012 IBM Corporation

IBM Market Development & Insights

7 World’s Most Influential CMOs: How Socially Enabled Are They?

While 50% of the “World’s Most Influential CMOs” have Twitter IDs. Only 14 are actually active and have a large # of followersCMOs with Twitter IDs CMOs without Twitter IDs

Forbes Ranking LinkedIn Title & Company Twitter Followers Tweets LastTweet

1 Phil Schiller Apple pschiller 112530 210 Dec-1337 Beth Comstock GE bethcomstock 25699 1490 Dec-136 Nikesh Arora Google nikesharora 17351 1113 Dec-13

42 Jeff Jones Target jjones 11070 3655 Dec-1319 Jonathan Becher SAP jbecher 10103 3922 Dec-1344 Karen Quintos Dell KarenDellCMO 9209 326 Dec-1357 Jon Iwata IBM coastw 8840 722 Dec-1363 Mark Addicks General Mills MarkAddicks 3544 1679 Dec-1334 Christa Carone Fidelity (left Xerox Sept-13) ChristaCarone 3411 2369 Dec-1318 Jeremy Burton EMC jburton 3291 1780 Dec-1345 Matt Atkinson Tesco mattieatkinson 1709 1164 Dec-1332 Michael Zuna Aflac mzuna 1321 606 Dec-1313 Mike Accavitti Honda MikeAccavitti 1107 809 Dec-1321 Jeffrey Hirsch Time Warner Cable JeffreyAHirsch 980 573 Dec-1347 Keith Weed Unilever kcfw 960 31 Nov-1324 Paul Chibe Anheuser-Busch paulchibe01 862 1325 Dec-139 Anand Chandrasekher Qualcomm achandrasekher 843 358 Dec-13

65 Richelle Parham eBay RichelleParham 764 280 Nov-1341 Jeff Charney Progressive jeffcharney 495 2 Protected61 Henry Gomez HP magicgus 470 1084 Dec-1355 Alan Gershenhorn UPS AlanGershenhorn 387 36 Dec-1317 Steve Shannon Hyundai SteveTShannon 332 139 Dec-1366 Mark Buckman Telstra markhiltonbuck 296 69 Sep-1325 Marc Speichert L'Oreal speichert 292 86 Nov-1340 Marc Pritchard P&G PGCMO 123 0 Never58 Brian Gouldie MTN Group briang_jozi 110 69 Oct-1349 Judy Hu Bank of NY Mellon JudyLHu 102 118 Aug-1223 Neil Golden (left McDonald's Sept-13) nbgolden 98 2 Dec-1126 Jim Berra Carnival jbnmiami 85 6 Nov-127 Martine Reardon Macys y000m2r 74 2 Apr-09

14 Helena Foulkes CVS HelenaBFoulkes 67 20 Jul-1354 Kim Sharan Ameriprise kims1020 54 1 Jun-1051 Johan Buse Singtel johanbusy 11 0 never

Forbes Ranking LinkedIn Title & Company

2 Younghee Lee Samsung3 Andy Palmer Nissan4 Jim Farley Ford5 Tami Reller Microsoft8 Alan Batey GM

10 Michael Sprague Kia11 Joachim Schmidt Daimler (Retired Sept 2013)12 Patrice Bula Nestlé15 Jerome Stoll Renault16 Iain Conn BP20 Tim Mapes Delta22 John Hayes American Express27 Bernhard Maier Porsche28 John Boynton Rogers29 Jamie Moldafsky Wells Fargo30 Khaled ElKhouly Etisalat31 Alain Visser Volvo33 Simon Lowden PepsiCo35 Vinoo Vijay TD Bank Group36 Camille Lee Novo Nordisk38 Jennifer Powell US Bancorp39 Peter Schwarzenbauer BMW43 Dario Spina Viacom46 Joseph Tripodi Coca-Cola48 Christian Klingler Volkswagon Group50 Reinhold Huber Lufthansa52 Michael Hagspihl Deutsche Telekom53 Graham Atkinson Walgreens56 Michael Bair Boeing (retired Nov2013)59 Cathy Coughlin AT&T60 Robert Mead Aetna62 Ken Dixon Verizon64 Syl Saller Diageo

Source: MD&I Social Insights12Dec2013

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IBM Market Development & Insights

8 World’s Most Influential CMOs: How Socially Enabled Are They?

Only 12 of the “World’s Most Influential CMO’s” have a blog and of those, only 4 have posted in the past two months

CMOs who have blogged

Forbes Ranking LinkedIn Company Blog

Last Blog post

19 Jonathan Becher SAP http://jonathanbecher.com/ Dec-13

63 Mark Addicks General Mills http://markaddicks.com/ Dec-13

32 Michael Zuna Aflac http://smallbiztrends.com/author/michael-zuna Nov-13

47 Keith Weed Unilever http://keithweed.blogspot.com/ Nov-13

34 Christa Carone Fidelity (left Xerox Sept-13) http://www.forbes.com/sites/christacarone/ Oct-13

59 Cathy Coughlin AT&T http://blogs.att.net/consumerblog/blogger/a7790052 Oct-13

45 Matt Atkinson Tesco https://www.tescoplc.com/talkingshop/index.asp?authorprofile=290 Sep-13

57 Jon Iwata IBM http://www.awpagesociety.com/author/iwataus-ibm-com/ Sep-13

33 Simon Lowden PepsiCo http://performancenotes.pepsicoblogs.com/author/simonlowden/ Jul-13

18 Jeremy Burton EMC http://pulseblog.emc.com/author/jeremy-burton/ May-13

20 Tim Mapes Delta http://takingoff.delta.com/ May-13

37 Beth Comstock GE http://www.huffingtonpost.com/beth-comstock Feb-12

Source: MD&I Social Insights

12Dec2013

© 2012 IBM Corporation

IBM Market Development & Insights

9 World’s Most Influential CMOs: How Socially Enabled Are They?

The Forbes / Appinions ranking is loosely correlated to the number of web documents found during a Google search for the CMO’s name*

Forbes Ranking LinkedIn Title & Company

Google Search Results

1 Phil Schiller Apple 3480003 Andy Palmer Nissan 1650006 Nikesh Arora Google 150000

27 Bernhard Maier Porsche 1180005 Tami Reller Microsoft 892004 Jim Farley Ford 80900

48 Christian Klingler Volkswagon Group 7620042 Jeff Jones Target 728009 Anand Chandrasekher Qualcomm 71300

13 Mike Accavitti Honda 7060039 Peter Schwarzenbauer BMW 5980062 Ken Dixon Verizon 5120061 Henry Gomez HP 5080011 Joachim Schmidt Daimler (Retired Sept 2013) 4240037 Beth Comstock GE 423008 Alan Batey GM 38000

56 Michael Bair Boeing (retired Nov2013) 3640010 Michael Sprague Kia 3450029 Jamie Moldafsky Wells Fargo 3330022 John Hayes American Express 3130025 Marc Speichert L'Oreal 2840044 Karen Quintos Dell 2690059 Cathy Coughlin AT&T 2570028 John Boynton Rogers 2380047 Keith Weed Unilever 2180052 Michael Hagspihl Deutsche Telekom 2050018 Jeremy Burton EMC 1910019 Jonathan Becher SAP 1830050 Reinhold Huber Lufthansa 1810026 Jim Berra Carnival 1720040 Marc Pritchard P&G 1670057 Jon Iwata IBM 1430014 Helena Foulkes CVS 13900

Forbes Ranking LinkedIn Title & Company

Google Search Results

16 Iain Conn BP 130002 Younghee Lee Samsung 12500

54 Kim Sharan Ameriprise 1250032 Michael Zuna Aflac 1050017 Steve Shannon Hyundai 997012 Patrice Bula Nestlé 882053 Graham Atkinson Walgreens 87207 Martine Reardon Macys 7960

46 Joseph Tripodi Coca-Cola 751015 Jerome Stoll Renault 723023 Neil Golden (left McDonald's Sept 2013) 715031 Alain Visser Volvo 665055 Alan Gershenhorn UPS 622024 Paul Chibe Anheuser-Busch 597045 Matt Atkinson Tesco 597065 Richelle Parham eBay 547049 Judy Hu Bank of NY Mellon 515021 Jeffrey Hirsch Time Warner Cable 480020 Tim Mapes Delta 460063 Mark Addicks General Mills 380064 Syl Saller Diageo 376036 Camille Lee Novo Nordisk 370058 Brian Gouldie MTN Group 282051 Johan Buse Singtel 262035 Vinoo Vijay TD Bank Group 255030 Khaled ElKhouly Etisalat 220043 Dario Spina Viacom 216033 Simon Lowden PepsiCo 214041 Jeff Charney Progressive 214066 Mark Buckman Telstra 213038 Jennifer Powell US Bancorp 206060 Robert Mead Aetna 197034 Christa Carone Fidelity (left Xerox Sept 2013) 1370

* Google search results when searching for exec name associated with company name Source: MD&I Social Insights

12Dec2013