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

Print

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?