Just 47 of all Fortune 500 CEOs are active on Twitter. This is a problem, and one PR, marketing and communications pros should address head on. Executives – especially CEOs – have a tremendous opportunity to lead in today’s era of mistrust and divide. The 2019 Edelman Trust Barometer points to CEOs as the leading source of trust in our chaotic world. Employees are counting on CEOs to bring change to the world and be leading voices on tough issues. And consumers trust organizations more when their chief executives are active on social media. Those socially savvy execs are also seen as better leaders and communicators by their employees. Getting leaders to engage with on Twitter, LinkedIn and more is challenging—but not impossible. Tom Buchheim, architect of the Social CEO strategy for American Family Insurance CEO Jack Salzwedel, shares what it takes to develop and maintain the Social CEO program for the most active and engaged Fortune 500 CEO on Twitter. In this presentation at the 2019 PRSA Madison PRO Day, Tom shares what works for “AmFamJack” – from Twitter, LinkedIn, blogging, podcasting and more – to what may trip up your leaders and your work with them. Get practical ideas and advice for activating your leaders on social media, as Tom pulls back the curtain on one of the first and most successful Social CEO programs.

1. Get Your Leaders
on Social Media
To m B u c hhei m
A m e r i c an Fa m i l y I n s u r anc e

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@TomBuchheim

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8. Silence is
now deeply
dangerous —
a tax on
truth.
Richard Edelman
CEO Branding
”
“

9. Silence is
now deeply
dangerous —
a tax on
truth.
Richard Edelman
CEO Branding
”
“

10. 60 percent of
CEOs are
NOT
ACTIVE@TomBuchheim

13. 86 percent take business
to a competitor when there’s
a lack of transparency on
social media.
Source: Sprout Social #BrandsGetReal Report@TomBuchheim

14. CEOsare uniquely
positioned to show
transparency
about your business
on social media.
@TomBuchheim

15. Like movie stars
who serve as a signal
about the expected
quality of a
forthcoming movie,
CEOs serve as a signal
to stakeholders about
expected company
performance.
Marc Fetscherin
CEO Branding
“
”

18. #SocialCEO
Source: ADWEEK, January 2016

21. Company Vision/Mission
Brand-Building/PR
Reputation Management
Crisis Communications
Talent Recruitment & Retention
Employee Engagement
Thought Leadership

23. Reverse
Mentoring

24. Too many
leaders haven’t
thought through
their own voice.
Quite frankly,
too many leaders
let these fears
stop them
from trying.
Jack Salzwedel
“
”

25. Listen
Connect
Repeat

26. Listen

30. Connect

31. Field
Marketing
Corporate
Comms
CEO, Senior
Leaders
Employer
Brand/HR
Brand &
Consumer
Marketing
Employees
Agents
Customers
Community
Media

32. Company Vision/Mission
Brand-Building/PR
Reputation Management
Crisis Communications
Talent Recruitment & Retention
Employee Engagement
Thought Leadership
REVIEW

33. Social media
supports a
CEO’s critical role
in being
the face, and
in many
instances,
the voice
of the
brand.
Jack Salzwedel
“
”

34. ~130,000 Twitter impressions
~15,000 Twitter engagements
~7,000 LinkedIn views
~200 LinkedIn engagements

35. ~19,000 Twitter impressions
~1,000 Twitter engagements
~32,000 LinkedIn views
~600+ LinkedIn engagements

42. Customer Service
Threat Assessments
The “Jack Effect”

43. Thank you.

44. Thank You!
American Family Insurance | 6000 American Parkway, Madison, WI 53783 | ©2019
@TomBuchheim
/tombuchheim
tbuchhei@amfam.com