what does my ceo not get about social media?
DESCRIPTION
Ready to launch the greatest social media campaign ever? In many organizations, you'll have to get the approval of a senior leadership team. In this presentation, you'll learn a variety of insights, strategies and tactics for overcoming executive resistance toward social media efforts. Presented by Ryan Cohn, Vice President of Social/Digital Operations at Sachs Media Group, at the Social Fresh EAST Conference in Tampa on April 19, 2013.TRANSCRIPT
What Doesn't My CEO
Get About Social Media?
Ryan Cohn
VP, Social/Digital Operations
Sachs Media Group
The Evolution of Social Business
The two most important criteria for a successful social business strategy are that it is:
• Clearly aligned with strategic business goals of an organization.
• Has organizational alignment and support that
enables execution of that strategy.
Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013Study of 698 executives and social strategists about their social media efforts,
conducted online during Q4 2012 by Altimeter Group
The Evolution of Social Business
Half of all executives are not informed, engaged, or aligned with their company’s
social media strategies in any capacity.
We must overcome differences and bring both sides together.
How do we turn potentially the biggest resistors into top advocates?
Analyze how senior leadership views social
Reframe misconceptions and perceptions
Connect social strategy to organizational
objectives
Encourage senior leadership social involvement
How Senior Leadership Views Social
• 16% of CEOs on social– Expected to rise to 57% within 5 years
• LinkedIn is the only platform with more CEOs than general population
– (26% of CEOs compared to 20% of general population)
IBM Global CEO Study: Quantitative study of 1709 CEOs, general managers
and senior public sector leaders, conducted face-to-face during 2012 by IBM
How Executives Use Social Media
Who Taught CEOs About Social?
Who Taught CEOs About Social?
Older established professionals
Family members (kids and spouses)
When executives see their kids on phones all the time, that's their perception of social media.
Heard from countless executives: “I'm not on Facebook, but my wife is constantly on there looking at family photos.”
Threatening groundswells and prominent news stories
“Huge ROI can be gained just by measuring
changes that stem from listening. It’s sad to
say, but the only changes I have seen are those
due to large or threatening groundswells.”
“And in my view, change was only made to
silence the noise.”
- Frank Eliason, SVP of Social Media, Citi
Reframing Misconceptions and Potentially Damaging Perceptions
Audiences and tactics have matured.
Social media role's extends beyond customer service and brand awareness.
Educate on the opportunities in risk/crisis mitigation, brand protection and reputation management, recruiting/staffing, etc.
“Social networks have evolved to become
knowledge and communication networks, and
access to thought leadership content is now
the primary reason professionals visit networks and
communities. Professionals are collaborating with
each other through the thought leadership content
they generate, curate or share.”
The Society for New Communications Research's (SNCR)
New Symbiosis of Professional Networks Study, 2012
Stop Calling It “Social Media”
IDG Enterprise’s 2013 B2B Lead Generation Trends Survey
Connecting Social Strategy to Organizational Objectives
Perspective of 2-3 years ago: C-Level knows social/digital has to be done, but don't know where to start.
Now: They're getting it more and more with strong implementation and metrics.
The Evolution of Social Business
Only 34% of businesses felt that their social strategy was connected to
business outcomes.
Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013
Study of 698 executives and social strategists about their social media efforts,
conducted online during Q4 2012 by Altimeter Group
Great Example: John HayesChief Marketing Officer, American Express
The Social Media ROI Pyramid
Jeremiah Owyang, The Altimeter Group
Encouraging Senior Leadership Involvement in Social Media
Getting your C-Level leadership personally active on social networks increases embrace of social strategies and helps to change misconceptions.
Long term strategy
Will not work for all organizations/executives
Be mindful of compliance and regulations
Trick to Increase Social Activity:Focus on Employee Relations
Get C-Level active on social for employee acquisition, retention and company morale purposes.
Employees Perspectives of Executive Leadership Social Media Participation
• 82% were more likely or much more likely to trust a company whose leadership team engages with social media.
• 78% would prefer to work for a company whose leadership is active on social media.
• 81% believe that CEOs who engage in social media are better equipped than their peers to lead companies in a web 2.0 world.
• 85% believe that CEOs can use social media channels to improve engagement with employees.
• 86% rated CEO social media engagement as either somewhat important, very important or mission critical.
Source: BrandFog 2012 CEO Study
How do we turn potentially the biggest resistors into top advocates?
Reframe misconceptions and perceptions
Connect social strategy to organizational
objectives
Encourage senior leadership social involvement
