The Social CEO - Getting Your Executives Online. Presentation to Pacific Conferences
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Consumers are online and companies are following - but are CEOs? This presentation covers the business case for high profile management to engage in social media, then has a few case studies. Finally are "baby steps" anyone can take to get online. Feel free to ping questions!
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The Social CEO - Getting Your Executives Online. Presentation to Pacific Conferences
- 1. The Social CEO. Getting Leadership Online. Now.
- 2. .
- 3. .
- 5. Making It Work. 1. Business Case Why CEOs need to engage in social media Insert image in this 2. Case Studies Examples of who’s space doing it right 3. Tips Getting your executives online 5
- 6. in one generation Insert image in this the nature space of trust has changed irrevocably 6
- 7. trust to o o Armed forces NGOs +43% +27% operate in o o Education system Health system +26% +17% society’s o Trade unions/labor +2% o Legal system -2% best o Global companies -9% o Large national companies -10% interest Accenture The Business of Trust World Economic Forum – “Voice of the People Forum”
- 8. You Are No Longer Trusted
- 9. but we trust Miss Fong in Hong Kong
- 11. I trust you.
- 12. publishers formerly known as audience many to many
- 13. from consumer social media’s changed our roles to producer
- 14. TA K E A N E W PERSPECTIVE.
- 15. ‘In a social media world, CEOs realise their brands are in the hands of customers and employees.’ - ‘Leading Through Connections’ by IBM
- 16. WHEN 82% of consumers are more likely to TRUST CEOS 77% of consumers are more likely to BUY ARE 78% of professionals would prefer to WORK ONLINE
- 17. ENGAGE CUSTOMERS AS INDIVIDUALS ‘Leading Through Connections’ by IBM – Based on face-to-face conversations with more than 1,700 chief executive officers in 64 countries
- 18. people trust brands that build a personal relationship Mobile Marketing Social Personalized Networks Search Blogs Online Communities Direct Mail Rewards Online Display Programs Advertising Targeted Online Brand Content Print Opt-in E-mail Personalization Radio Mass TV Awareness Consideration Trial Loyalty Advocacy Relationships Digital Traditional 18 18
- 19. Making It Work. 1. Business Case Why CEOs need to engage in social media Insert image in this 2. Case Studies Examples of who’s space doing it right 3. Tips Getting your executives online 19
- 20. ONLINE! ACTIVE?
- 21. News Corporation 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
- 23. Scott Monty Ford Motor Company 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. http://social.ford.com
- 24. Pete Cashmore CEO, Mashable Used to hold #1 Klout score for CEOs. Oprah Winfrey holds that spot now.
- 25. Josh James CEO, 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.’
- 26. #epicfail: Qantas 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 few accounts
- 27. #QantasLuxury
- 28. United Airlines shares declined 10% erasing $180 million of value. insurance policy Bad customer service became image in this space Insert a song. 28
- 29. Making It Work. 1. Business Case Why CEOs need to engage in social media Insert image in this 2. Case Studies Examples of who’s space doing it right 3. Tips Getting your executives online 29
- 30. identify objectives - per executive - per business unit - whole of company
- 32. • 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 starting.
- 33. inform build a culture educate honesty only policy repeat identify yourself social media guidelines training constant communication clarity about home, work don’t start unless committed
- 35. 35
- 36. understand business plan measure link to business plan evaluate measure engagement trial programs ask for feedback
- 39. “ in a connected world, power shifts to those best able to connect. Dov Seidman ”
- 41. social is not “emerging” 41
- 42. even if you are 42
- 43. “If you don’t like change, you’re going to like irrelevance even less.” General Eric Shineski, Retired Chief of Staff, U.S. Army 43
- 44. thanks. i’m blogging this. www.twitter.com/FacingChina 44
- 45. questions? 45
Notes de l'éditeur
- At heart we are the same people as our ancestors – even if our tribes have changed.Soccer Moms...Metro-sexuals...Christian fundamentalists...Forever 40s...Disciples of Beckham...
- Telephone, printing press, recorded media – even airwave transmission of messages. It was always one to one or one to many.Today I have 5,000 readers of my blog. We’re in a brand new field – many to many.
- Reuters listed Klout’s top 50 CEOs, and Michael Dell ranks 12th. http://www.reuters.com/reuters-klout-50 What he does well: his tweets are a mix of business and personal. He tweets links to media releases, new products, updates from company, CSR, and also THANKS people for their tweets, and engages them.Having been the founder of the company he runs, it’s somewhat easier for him to have a voice on social media. It’s his brand, therefore his name is intricately linked to the company brand.
- FORD Motor company has an extensive social media presence and is very active online.The CEO, Alan Mulally doesn’t have his own twitter handle. But, the social media director, Scott Monty, runs the @Ford twitter page and runs Q&A sessions with the CEO through Twitter – users tweet questions, Alan will answer them via @Ford Twitter page.The @Ford twitter feed features product news, competitions, charity/CSR projects, RTs from events and sub-brand accounts (such as @FordFiesta).Ford also has a dedicated ‘social’ page – social.ford.com – a collaborative website where articles written by Ford are posted, and Ford fans and customers can submit their ideas and stories about Ford vehicles.In this instance, the CEO not having his own page does not detract from him having a presence on social media, thanks to Scott’s work.
- Used to hold #1 Klout score for CEOS… Oprah Winfrey holds that spot now.
- DOMO is a B2B sales, marketing, intelligence, solutions company based out of Utah. The CEO, Josh James has a great mix of personal interest (NOTE: not too opinion-focused) and business content. He shares peers and competitors’ work and engages in conversationsHis tweets are personable and conversational.The company has its own live case study looking at how they are doing on social media… #domosocial.. Making it fun and interactive for its employees and customers. http://www.domo.com/social/The website links to its social media badges… with blog posts from various employees, a twitter feed embedded on the left.
- Australia's national carrier Qantas has had a few "fails" and social media gaffes in the past 3 years. CEO Alan Joyce is NOT on Twitter, but there's a fake account or two out there. https://twitter.com/AlanJoyceCEO is one example. Qantas airlines (https://twitter.com/QantasAirways) is very active on social media... and when the company get things wrong, the backlash is huge on social media. If Alan Joyce was able to tweet personally and respond to people on Twitter, it could give him and Qantas a little more credibility.
- In Nov 2011 the airline announced a competition via Twitter to win one of 50 pairs of Qantas first-class pyjamas and luxury amenity kits. Qantas asked users to use the hashtag #QantasLuxury to describe what their "dream luxury inflight experience" would be. But, the campaign was immediately flooded with comments making light of ongoing industrial relations dispute with its workers. The hashtag #QantasLuxury was the top trending topic in Australia on the day. The bitter industrial dispute also attracted a lot of attention on social media with YouTube videos and Tweets being sent from various protest sites. Earlier in the year Qantas was forced to apologise last month for spamming its Twitter followers with weight loss advertisements after its account was hacked. While Qantas did have several staff dedicated to social media to respond to people's tweets, there was never any word from the CEO himself, except via press releases or videos of news conferences. His tweets may not have stopped complaints altogether, but perhaps they could have softened the backlash.
- On March 31, 2008 Dave Carroll, a country musician, and his band were on a United Airlines flight to Omaha, Nebraska. A passenger sitting a few rows behind them noticed the baggage handlers throwing around luggage as the plane was loaded. “They’re throwing around guitars out there,” the passenger said; which immediately gained the attention of Carroll and his band. As the group looked outside on the tarmac, they saw their expensive guitars and musical equipment being thrown around by United Airlines baggage handlers. They immediately sought out a flight attendant to ask why exactly their luggage was being mishandled. The flight attendant assured the troubled musicians, and informed them that they had signed a waiver in regards to their belongings. However, none of them recalled signing anything. Once they arrived in Omaha, Carroll noticed that his $3,500 Taylor guitar had been damaged. Fortunately, Carroll was able to have his guitar repaired at a cost of $1,200, but the musician claims that the guitar has never sounded the same since it was damaged. After spending a full year attempting to go through the proper channels to receive some type of compensation for his damaged guitar, Carroll was fed up. He decided to reach out to one of the largest social media outlets, YouTube, to share his story with the rest of the world. Carroll didn’t simply create a YouTube video in which he stated his complaints against United Airlines in hopes to get a few hundred views. Instead, he utilized his artistic abilities and made a song titled, “United Breaks Guitars”. The video quickly gained the attention of the public, making it viral in just a few short days. Nevertheless, Carroll didn’t just make one video and stop there, but chose to make a total of three music videos explaining his situation. This allowed the musician to identify with others who have had baggage problems with United Airlines in the past. By doing this not only did he tell his story, but was able to draw attention to all of the other individuals that had difficulties with receiving compensation for their damaged or lost luggage.Read More: http://justinecung.blogspot.sg/2012/01/united-breaks-guitars-pr-case-study.html
- To all evaluating social media – I have bad news. This is not the story. It is too static – and includes too many borders.
- You need to help clients create an environment to convene and support groups.The choice is NOT – “do we participate.” This is the environment today. Participate or not you are in the conversation. Now the question is – HOW do you participate?
- Finally, we need to rethink our view of socialSocial is not off to the side. Should be core, ongoing effort. Should be part of every program. Media, Search, and SocialIt’s not a question of will it work for us.Because it works for the consumer.
- www.changemakers.org/index.php?s=2