This document explains the value Alan See can bring to your company as a Temporary/Fractional/Interim Chief Marketing Officer.

1. VALUE PROPOSITION

2. AGENDA
• Experience Value
• Personal Brand Value
• Combined Value
• Point-of-View
• Case Study
Experience
Value
Personal
Brand
Value
Combined
“I’m both the product and the service.”
~ CMOaaS
Or

3. ALAN SEE ~ EXPERIENCE VALUE
35 Years
Education / Associate
Professor
Energy / Oil & Gas
Technology / Software / SaaS
Customer Relationship
Management
Application Lifecycle
Management
Marketing Resource
Management
Data Warehouse
ELearning
Business Intelligence
Technology / Hardware
Financial / Banking
Marketing / Traditional
Advertising / Digital - Social
Media
Professional Services /
Management Consulting
Sales
Sales Director
Individual Contributor
B2B Direct Field Based
B2B / Inside Sales
B2B Indirect / Channels
Marketing
Chief Marketing Officer
Product Marketing Director Alliance Director
Leadership Environments
SMB
Team > 50
Full P&L Responsibility
Teacher / Trainer Strategy / Change Agent
Team < 3
Fortune 10
Industry Experience
Job Experience

4. ALAN SEE ~ PERSONAL BRAND VALUE
(I BRING A LARGE AUDIENCE)
Top CMO on Twitter
Ranked by Forbes
“Marketer of the Year” 2015 and 2016
Recognized for
“Customer Experience”
Recognized for
“Employee Advocacy”
Recognized
“Influencer”
Recognized Marketing Thought-Leader
Featured Blogger What does my “brand
value” do for your
company? It creates
credibility and drives traffic
to your website.

5. WHAT INTERESTS YOU MOST?
Experience
Value
Personal
Brand
Value
Combined
• Full-Time or Fractional?
• For how long?
• W2 or 1099?
• Experience, Brand or
Both?
• Other?
Or

6. BUILDING A SOCIAL-READY MARKETING
ORGANIZATION
Strategy
• Create and govern your social media strategy as a component of your strategic marketing plan.
• Ensure that your social media strategy aligns with your customers' needs and behaviors.
• Make sure your social media strategy aligns with your corporate goals, objectives and mission statement. Executive level support and
involvement for social media is critical.
• Leverage social media throughout the customer lifecycle:
• Be relevant through useful content
• Be responsive
• Communicate with authenticity
• Communicate with transparency
• Be trust worthy
Technology
• Provide social media application and platform technology support (permission) for internal users.
• Provide tight integration between applications through RSS feeds, etc when and where possible.
• Have centralized customer knowledge and data management capabilities.
• Allow robust interaction and customer feedback through blogging, user forums, etc.
Processes
• Have a systematic process for creating relevant and up-to-date content.
• Have a systematic process for delivering content to the right place at the right time through the right channel.
• Have an agile marketing strategy planning process that allows strategic initiatives to reflect the current marketing environment.

7. BUILDING A SOCIAL-READY MARKETING
ORGANIZATION
Money
• Social media is not free.
• The “free” versions of many social platforms are designed as a teaser. Full functionality is only made available with the paid version.
• Marketing budget
Time
• Preparing for, and engaging in customer and prospect conversations takes time.
• Not just time to learn how all the various social media sites and complementary applications work, but time to prepare the content to
distribute through those channels.
Training / Culture
• The term “digital native” is often used to describe individuals born after 1980, when social digital technologies came online. In other words,
social media and other digital technologies are supposed to come natural to them. Don’t believe it.
• Whether you are a digital native or digital immigrant (old-world settlers, who have lived in the analogue age and immigrated to
the digital world) using social media for business requires training.
• Social media channels often become the “voice” of your brand. In order to minimize your risk you will want to have well trained individuals
driving those channels.

8. SOCIAL-READY QUADRANTS
The Listener still places heavy focus on push marketing
tactics (vs. pull marketing); but also seeks some
customer feedback. The Listener also has customer
listening posts established in the form of brand
monitoring initiatives, although those initiatives may be
informal.
The Community Builder is fully in the pull marketing
camp. The Community Builder looks for ways to engage
their customers and prospects in two-way
conversations and is comfortable with the concepts of
user created content, co-creation and transparency.
The Community Builder is focused on influencing and
involving vs. educating and controlling their audience.
The Broadcaster is typically focused on one way
communications and is most comfortable in the
traditional world of mass marketing. Leveraging “push
marketing” tools and tactics the Broadcaster pushes
their product towards the audience which may or may
not be aware of it. The Broadcaster largely focuses on
the features of their product or service and seeks a
direct response from the mass audience. Often times
the Broadcaster is focused on a short-term strategy that
involves a specific event or time-based campaign.
The Conversationalist is in the pull marketing camp.
The Conversationalist is typically interested in
interacting with their target market at a deeper level of
engagement through tighter relevance and stronger
brand identification. The Conversationalist begins to
focus on the development of trust and perceived value.
Social-
Ready
Customer Relationship StrategyCustomer Relationship Strategy
MarketingInvestmentStrategyMarketingInvestmentStrategy
Transactional
Focus
Relationship
Focus
Tactical
Focus
Strategic
Focus

9. BUILDING A SOCIAL ENGAGEMENT CULTURE
LISTEN:
Understand what your
network is saying
PARTICIPATE:
Jump into conversations –
but don’t go straight into a sales pitch
CREATE: Content is King. Be a resource – or find the resource
Networking
Pillars
Networking
Foundation
Cover Your
Network
TRUST
AUTHENTICITY
TRANSPARENCY
RESPONSIVENESS
Be Realistic: Meaningful relationships are not built overnight
Be Positive: View the process as an opportunity to help others
Be Prepared: Spend time thinking about what information and insight you can share
Be Proactive: Nurture and maintain your network

10. FUTURE STATE?
SOCIAL MARKETING 2.0 ORGANIZATION
MSM = Mainstream Media

11. PUBLISH OR PERISH
"Publish or perish" is a phrase coined to
describe the pressure in academia to
rapidly and continually publish academic
work to sustain or further one's career.
LinkedIn Notifications
 Do you feel like you are blogging for
your life?
 Tweeting to save the family farm?
 Writing, shooting photos and video,
and podcasting to demonstrate that
you are the “thought-leader,”
“trusted advisor,” “expert guru” and
engaging “growth hacker” for your
industry?

12. WELCOME TO THE CONTENT MARKETING
ARMS RACE
Trust =
Engagement
(feedback)
Communication Process

13. TRUST
=
Rapport CredibilityX
Risk
TRUST IS THE REAL CURRENCY IN THE
SOCIAL ECONOMY
• Rapport: A relation of harmony. A sense of shared understanding.
• Credibility: Worthy of belief or confidence.
• Risk: Exposure to the chance of loss; a hazard or dangerous chance.

14. CONTENT MARKETING MEETS THE
SOCIAL ECONOMY
Noise

15. SOCIAL MEDIA MARKETING
(CONTENT MARKETING) GOALS
Sales
Leads
Nurturing
Show me the direct ROI
Qualified and Ready-to-Buy
Creating awareness and
nurturing interest in the
target market. Building
trust and credibility.

16. TOP OF THE SALES FUNNEL ACTIVITY
Interest
Forecast
Close
• Website Traffic
• Email Opt-ins
• Community Building
• LinkedIn
• Facebook
• Twitter
• Google+
• Downloads
• Demo Requests

17. WEBSITE TO TWEET CORRELATION
WWW.CMOTEMPS.BIZ ** @ALANSEE
6 Month Trend
3X

18. BRANDED SITES (SAMPLE) * ALAN SEE + CMO TEMPS
http://www.cmotemps.biz/
http://www.temporary-cmo.com/
http://alanseecmotemps.com/
https://twitter.com/cmotemps
https://www.google.com/+CmotempsBiz
https://www.facebook.com/InterimCMO
https://www.youtube.com/user/InterimCMO
http://www.alansee.com/
http://alansee.ceo/
http://alansee.us/
http://alansee.net/
http://alansee.me/
https://about.me/alansee
www.FractionalCMO.Rocks
www.InterimCMO.Rocks
www.RentaCMO.Rocks
www.AlanSee.Rocks
https://www.linkedin.com/in/alansee
https://www.google.com/+AlanSee
https://www.facebook.com/AlanSee.USA
https://www.youtube.com/user/alanjsee
http://www.pinterest.com/alansee/
https://vine.co/Alan.See
http://instagram.com/alanseeusa
http://www.slideshare.net/alansee
http://alanseecmotemps.com/
https://twitter.com/AlanSee
https://www.shocase.com/alanjsee
http://alansee.tumblr.com/

19. SALES & BUSINESS DEVELOPMENT
POWER TRIANGLE
Personal
and
Corporate
Brand
Blog
Twitter
LinkedIn

20. WHAT DO YOU CONSIDER CONTENT?
EBooks
Articles
Blog Posts
Tweets and
Status
Updates
P
R
O
C
E
S
S
V
I
D
E
O
+
P
I
C
T
U
R
E
S

21. FIRST IMPRESSIONS

22. BRAND CONSISTENCY
Digital Channels
Personal Corporate
@AlanSee @CMOTemps
LinkedIn Profile Company Profile
Group(s)
Facebook Personal Facebook Business Page
Facebook Groups(s)
Google+ Personal Google+ Business Page
YouTube Personal YouTube Business

23. PLACEMENT PARTNERS * WRITE ONCE POST MANY
www.AlanSee.com (blog)
AT&T
InsideCXM
MarketingPersonalization
CustomerThink.comCMOTemps.biz

24. BURMA SHAVE STRATEGY – DRIP MARKETING
SlideShare

25. CUSTOM LINKS FOR TRACKING CONTENT (BIT.LY)

26. BRANDED CURATED CONTENT
http://alanseecmotemps.com/ … via http://paper.li/

27. WASH – RINSE - REPEAT
Have I
blogged
about it
before?
How long
ago?
Where did
I post it?
Update
material
and post.
What
news or
events are
timely?
Update and Repurpose

28. MINDLEADERS EXAMPLE
INTEGRATED, CONTENT-BASED MARKETING PROGRAMS PROMOTED THROUGH SOCIAL MEDIA
Media Partners:
• Social Media (Twitter, Blogs)
• Human Capital Media: Publisher
of Talent Management Magazine
• Human Capital Institute (HCI.org)
• WorkForce Magazine
• LRP Publications: Publisher of
Human Resource Executive
• Google Ad Words
Communication Channels:
• Twitter, LinkedIn, Facebook, Search
• Newsletter sponsorship email blasts
• Microsites (HCI, Squidoo)
• Custom email blasts
• Banner Ads
• Print Ads
Content Artifacts:
• Talent-Ready Assessment
• Learning-Ready Assessment
• Leadership-Ready Assessment
• TalentGuides
• Free Courses (Sexual Harassment)
• White papers & Benchmark Reports:
• UX White paper
• TRA Benchmark
• Managers as Lifelong
Learners
• Twitter for Branding
• CrossKnowledge Videocasts
• Blogs, Tweets, LinkedIn/FB posts
* 2012 MindLeaders developed content

29. MINDLEADERS EXAMPLE
Twitter Jan 1, 2012 Oct 1, 2012 Growth
Followers 2,495 12,290 500%
Klout 41 63 54%
Listed 37 402 +1,000%
Tweets 454 2,446 540%
LinkedIn
Corp Follows 483 911 190%
Group Members 209 460 220%
Facebook
Likes 554 1,045 190%
Social Platform Metrics (9 months)
Campaign Metrics ( May – August … 4 months)
2,100 leads … cost per lead < $40

30. MINDLEADERS EXAMPLE
Campaign Calendar

31. Talent Management Magazine (Human Capital
Media)
• Spend: $20,000 total
• 2 full page print ads
• 4 mail drops (5K each = 20K total names)
• 2 months banner presence on website (20K
impressions)
• Promoted the following:
• Talent-Ready Assessment
• Learning-Ready Assessment
• TalentGuides
• White paper: TRA Research Results
• White paper: Branding on Twitter
• White paper: UX
• Free Sexual Harassment Course
• Results:
• 226 leads
• Summary:
• At $88.50 per lead again kind of high. In all
fairness though I knew the print ads would not
drive leads (total of 14) and was doing that
element for branding purposes only (and to
pump up our sales force since they always
seem impressed when they know print ads are
going out). Newsletter blasts and email blasts
gave decent results.

32. MINDLEADERS ORG CHART
CMO
Art Director /
Graphic Design
Internet Engineer
/ Webmaster +
Marketing Tech
Content Manager
/ Writer
Marketing
Director / Project
Manager

33. MANY HANDS MAKE LIGHT WORK
Social Employee Advocacy + Training