The Social CEO - Getting Your Executives Online. Presentation to Pacific Conferences
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The Social CEO Getting Leadership Online. Now.
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Consumers are online and companies are following - but are CEOs? This presentation covers the business case for high profile management to engage in social media, then has a few case studies. Finally are "baby steps" anyone can take to get online. Feel free to ping questions!
Transcript of The Social CEO - Getting Your Executives Online. Presentation to Pacific Conferences
The Social CEO.
Getting Leadership Online.Now.
T H I S I S Y O U R C E O .
T H I S I S S O C I A L M E D I A .
I T D O E S N ’ T T A K E A
R O C K E T S C I E N T I S T .
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Making It Work.1. Business Case
Why CEOs need to engage in social media
2. Case StudiesExamples of who’s doing it right
3. TipsGetting your executives online
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in one generation the nature of trust has changed irrevocably
trust to operate in society’s
best interest
o Armed forces +43%o NGOs +27%o Education system
+26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%
Accenture The Business of TrustWorld Economic Forum – “Voice of the People Forum”
You Are No Longer Trusted
but we trustMiss Fong in Hong Kong
I trust you.
publishers formerly known as audiencemany to many
from consumer
to producer
social media’s changed our roles
T A K E A N E WP E R S P E C T I V E .
‘In a social media world, CEOs
realise their brands are in the hands
of customers and employees.’- ‘Leading Through Connections’ by IBM
82% of consumers are more likely to TRUST
77% of consumers are more likely to BUY
78% of professionals would prefer to WORK
WHEN CEOS ARE ONLINE
E N G A G E C U S T O M E R S A S I N D I V I D U A L S‘Leading Through Connections’ by IBM – Based on face-to-face conversations with more than 1,700 chief executive officers in 64 countries
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people trust brands that build a personal relationship
Blogs
Social Networks
Online Communities
Radio
Online Brand Content
TV
Search
Rewards Programs
Mobile Marketing
Direct Mail
Opt-in E-mail
Online Display Advertising
Mas
sTa
rget
edPe
rson
aliz
ed
Trial Advocacy
RelationshipsAwareness LoyaltyConsideration
TRUST
Pers
onal
izati
on
Digital Traditional 18
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Making It Work.1. Business Case
Why CEOs need to engage in social media
2. Case StudiesExamples of who’s doing it right
3. TipsGetting your executives online
ONLINE! ACTIVE?
N e w s C o r p o r a ti o n
RUPERT MURDOCH.- Started tweeting January 2012- 237,000 followers, and soon to be the most-
followed CEO. Meg Whitman, CEO of HP holds that spot currently
- Murdoch is the most active tweeter amongst Fortune 500 CEOs with an average of 2 tweets per day
- He's perhaps the most controversial as well - getting himself in hot water many times due to his opinions on gun control, euro crisis and public education in the US
- That said – he got Edward Barr in Lexington, Kentucky his newspaper on time
Michael DellCEO, Dell
Scott MontyFord Motor Company
http://social.ford.com
Ford is now responding to an average of 2,000 people weekly via social media and the interactions have continued to rise from a year ago.
“We are looking to engage with someone within hours of posting,” said Scott Monty, global manager of digital and multi-media communications at Ford.
Pete Cashmore CEO, Mashable
Used to hold #1 Klout score for CEOs.
Oprah Winfrey holds that spot now.
Josh JamesCEO, DOMO
‘But if (CEOs) persist in lagging far behind the general population in social media participation and not delivering value to the shareholders that is there for the taking, they may not be CEOs for much longer.’
# e p i c f a i l : Q a n t a s Qantas is active on social media, but have had a few gaffes in the past few years
CEO Alan Joyce isn’t on Twitter but there are fake a fewaccounts
#QantasLuxury
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Bad customer service
became a song.
United Airlines shares declined 10% erasing $180 million of value.
insurance policy
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Making It Work.1. Business Case
Why CEOs need to engage in social media
2. Case StudiesExamples of who’s doing it right
3. TipsGetting your executives online
identify objectives- per executive- per business unit- whole of company
start bylistening
starting.
• Set up a pseudonym account tracking CEOs
• Make friends• Don’t fake posts• Write now, post later• Manage it: Recommend
content, links• When comfortable,
publicise it• Track it• Respond• Don’t auto reply
build a culturehonesty only policyidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon’t start unless
committed
inform
educaterepeat
harness your
network
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approach holistically.conquer individually.
business planlink to business planmeasure engagementtrial programsask for feedback
understand
measureevaluate
constantly
evaluate
look for early wins
in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
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social is not “emerging”
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even if you are
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“If you don’t like
change,you’re going to
like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
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thanks. i’m
blogging this.
www.twitter.com/FacingChina
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questions?
