Social Media for CEOs - The External Opportunity
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The external social media opportunity Julius Duncan @headstream
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A presentation from Julius Duncan (Headstream.com) on how CEOs should view and approach social media strategically, with specific focus on external communications
Transcript of Social Media for CEOs - The External Opportunity
The external social media opportunity
Julius Duncan@headstream
@ headstream #socialceo
Few brands were built to be social, they weren’t created to converse.
The future success of a brand is dependent on how quickly it can evolve to meet the desire of a connected people to engage with it.
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@ headstream #socialceo
What is a social media strategy?
Engaging in social
Best practice
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@ headstream #socialceo
What is a social media strategy?
What should a social media strategy cover?
What are the different types of strategy?
Social journeysfrom talking to transformation
- Channel choice- Media composition- Technology use
Social business
Social principles
Social enablement
Socialcommunication
- Connectivity- Interaction and engagement - Knowledge share- Purchase and use- Support
- Purpose and mission- Strategic choice- Innovation and improvement- Culture and values- Operating style
- Value driver- Operating model
@ headstream #socialceo
Strategic intent
Brand outposts
Win win relationships
Engagement
InfrastructureResponsivenessKnowledge
transfer
People
Influencer network
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@ headstream #socialceo
Engaging in social
The importance of setting the right goals
What to measure and why
Content worth sharing
Social journeysfrom talking to transformation
@ headstream #socialceo
ReputationInteraction and
engagementTransaction Support Advocacy Innovation
Awareness, consideration and intent
Awareness, consideration and intent
Purchase and use
SupportLoyalty
and advocacyDevelopment
Reach and audience
Size of community
Sentiment and preference
Foster conversation
Drive engagement
Anticipate need
Increased sales and
sales value
Reduced cost of sale
Resolution rate
Satisfaction
Reduced cost to serve
Increased spend
Repeat purchase
Convert opponents
Implementation of ideas
Demand generation
Why do we share thingssocial currency
Reward Entertainment
UtilityValueIncentive
Personal Information
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@ headstream #socialceo
Best practice
Good practice
Getting started
Good practicegetting started
@ headstream #socialceo
1. Create value, over sending messages2. Exchange rigid control for greater involvement3. Manage brands in a human context4. Reflect personality through different types of currency5. Timeliness of response critical to social enablement6. Be driven by community7. Positive and negative acknowledged and accepted8. Encourage social behaviours that mirror communities 9. True, compelling, authentic and transparent10. Simplify intent and continually fulfil it
@ headstream #socialceo
Few brands were built to be social, they weren’t created to converse.
The future success of a brand is dependent on how quickly it can evolve to meet the desire of a connected people to engage with it.
