I recently had the opportunity to interview one of the most social CMOs in the world, Jonathan Becher, the Chief Marketing Officer of SAP, arguably one of the most social enterprises in the world. As CMO, Becher used to sum up his role as "brand to demand", but since he has recently been given the additional title of Chief Communications Officer he is changing the definition of his role to "voice to choice".
When we think about "voice" we are programmed to think about the customer's voice, something that has become more and more real and relevant thanks to social media. There is another voice that we must develop and nurture and that is the voice of the company and its employees. Becher tells us he is not so sure that a single voice from the company is the way to go anymore. He feels that because employees are constantly interacting with people that every employee should have a voice. The question then becomes: How do you harness all the voices into one coherent voice to customers? In an effort to get everyone at SAP to have a voice and tell their story, Becher created the CERN model.
The CERN model is a framework for employees to tell their Customer, Employee, Resource or Network story in a way that will ensure that each story, while not identical, is consistent.