social media for ceos

Social Media for CEOs Special Presentation for JCUEA Members

March 24, 2010

Agenda

1) What is Social Media?

2) Why Does it Matter to Your Business?

3) What Can You Do to Get Started?

What is Social Media?


• Consumer-generated content. We are all the media, the publishers.

• People trusting the opinions of their peers and collaborating online to help and support each other.

• Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.


• Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.

• Social media is a lifetime commitment to connecting with your audiences (e.g. customers, prospects, peers, partners) in a more authentic and personal way.

• Three phases: Monitor, Participate & Publish

Social Media by the Numbers

15.2 billion core searches conducted in January 2010

Source: comScore, Inc


U.S Internet users watched 32.4 billion videos in January 2010

Source: comScore, Inc


More than 133,000,000 blogs have been indexed by Technorati since 2002

Source: Technorati


More than 1 billion “tweets” estimated per month

Source: Royal Pingdom


LinkedIn has more than 60 million members in 200+ countries and territories around the world

Source: LinkedIn


More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.)

shared each week on Facebook

Source: Facebook.com

Social Media by the Numbers • More than 60 million status updates daily

• More than 1.5 million local businesses have active Pages

• More than 20 million people become fans of Pages each day

• Average user spends more than 55 minutes per day on Facebook

•  More than 100 million active users access Facebook through their mobile devices

Source: Facebook.com

Social Media & JCUEA Members

Social Media & JCUEA Members

•  24% reported “quantifiable success” from social media efforts

•  80% do not have a social media policy (9% unsure)

•  61% do not have anyone responsible for social media within the organization (12% unsure)

•  76% do not monitor online conversations/mentions

Why Does it Matter to Businesses?

The Facts

•  Social media should be an essential component of every organization’s integrated marketing strategy.

•  It is irrelevant if you personally use or believe in the value. It’s what matters to your current and future customers, prospects, employees and partners.

• Social media presents an opportunity for company leaders to build strong personal brands that directly impact the organization’s brand and success.

Social Media & Personal Brands

• What’s important to us. • What we value. • Where we’re going. • What we’re doing. • Who we’re with. • What we buy. • What we think. • What we’re passionate about.

Social Media Goals

Generate Leads & Build Loyalty

What Else Can it Do?

Create connections and build relationships.


Manage your brand online.


Establish professionals as experts, thought leaders and innovators.


Grow smarter and faster than your competitors.


Strengthen employee recruitment and retention.


Reach and engage audiences, specifically younger demographics.

Who Will You Reach?

• Customers

• Prospects

• Mainstream media (print, broadcast)

• Vendors & Partners

• Peers

• Competitors

• Social media (bloggers, social networkers)

• Job Candidates & Employees

Audience Segments

Who Will You Reach? Buyer Personas

• What are their goals and aspirations?

• What are their problems?

• What media do they rely on for answers?

• How can you reach them?

• What's important to them?

• What words and phrases do they use?

• What sort of images and multimedia appeal to them?

So what’s the ROI?

More important question: What is the cost of doing nothing?

How Do You Measure Success?

It is NOT a direct ROI.


But it is measurable


• Inbound links

• Website visitors

• Pageviews

• Referring sites

• Keyword rankings

• Reach (followers, friends, fans)

• Leads

• Speaking opportunities

• Engagement

What Can You Do to Get Started?

The GamePlan in Action

• Step 1: Clearly define and differentiate your brand.

• Step 2: Design and deploy a content-driven Website.

• Step 3: Go beyond prospects, and consider the impact of your marketing efforts on all audiences.

• Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty.

The GamePlan in Action

• Step 5: Build an integrated campaign: brand, Website, search, social media, content and PR.

• Step 6: Establish dynamic budgets that can be easily shifted based on campaign performance and analytics.

• Step 7: Define campaign timelines with milestones, tasks and responsibilities.

• Step 8: Measure everything, and be willing to adapt and evolve.

THINK Content & Community

• Step 1: Monitor

• Step 2: Participate

• Step 3: Publish

Step 1: Monitor

Conduct social media searches of blogs, forums and social networks relevant to your company and expertise. Subscribe to RSS feeds & Google Alerts.

Step 2: Participate

Become a part of the community. •  Secure and build profiles on key social networks

•  Integrate social media activity into customer service, marketing and HR programs

Step 3: Publish

Create a content marketing strategy and start publishing great multi-media content that’s highly relevant to your audiences.

THINK Content & Community

Things to Consider • Personal vs. professional participation

• HR issues

• Corporate social media policy

• Strength of your Website and brand

• Measurement

• Integration with your overall marketing strategy

• Time commitment

• Internal capabilities and capacity

• Regulatory issues

Social Media for CEOs Special presentation for JCUEA Members

Q & A

Paul Roetzer (216) 333-1242

[email protected] Twitter: @paulroetzer

www.PR2020.com