The Social CEO: business leadership in an engagement world

Colin Byrne, Weber

Shandwick

CEO UK & EMEA

Rewiring of Society, Media, Business

2

Social technologies have been adopted at record speed

TIME TO REACH 50 MILLION USERS

38 YEARS

13 YEARS

4 YEARS

3 YEARS

1 YEAR

9

MONTHS

RADIO

FACEBOOK

TWITTER

TELEVISION

IPOD

INTERNET

TIM

E T

O R

EA

CH

50

MIL

LIO

N U

SE

RS

Source: Weber Shandwick, The Company Behind the Brand: In Reputation We Trust

60%

OF MARKET VALUE IS ATTRIBUTED TO

CORPORATE REPUTATION

Marketing and communications convergence is likely driven by the indivisibility of corporate and brand reputation

Proximity of the CCO to the CEO remains close. Over half of the most senior communications professionals report to the top.

Rise of the Chief Communications Officer

Extent to which reputation matters

CEO Participates in Social Media

25%

20%

15%

10%

5%

0

Highly Regarded CEOs

Poorly Regarded CEOs

24%

7%

CEOs sociability comes with reputational rewards

• Highly regarded CEOs have a higher social media participation rate than poorly regarded CEOs.

Source: The CEO Reputation Premium, Weber Shandwick & KRC Research, 2015

Of CEOs have more than just their name on company

websites

Of global CEOs engage socially 66%

Of CEOs of the world’s ‘most reputable’ companies

engage socially 81%

Of CEOs appear in video 40%

50%

Of CEOs have company -affiliated blogs 0%

Of CEOs participate on social networks 18%

Of CEOs have a presence on company homepage and About Us pages

34%

CEOs have become more visible to the public

CEO sociability is on the rise

level of sociability varies around the world

Percentage of CEOs of the world’s top 50 companies who are social

2010 2012

36%

66%

Fortune Global 50 CEOs are turning social

2010 2012

16%

18%

32%

18%

40%

50%

PYRAMID OF SOCIABILITY

Fortune Global 50 CEOs