CEO Brand Positioning using Digital Media

Brand positioning
of a CEO using
Digital Media

All rights reserved by Sarvashreshtha Solutions
CEO Positioning

Owned platforms
Use Twitter,
Website and
LinkedIn
effectively
Intelligently
post on the
social media
platforms
Narrate the
CEO’s story
Tell the
company’s
story
Feature
her/his
media
appearances

Earned platforms
Narrate CEO’s story
- Regular articles
Tell the
Company
story
Quoted in relevant
articles
Push out
authored
articles

Knowledge sharing platforms
Participation in
CxO forums
Guest sessions in
top B-Schools
Keynote speaker in
Panel discussions
in forums and
conferences

Paid platforms
Column in
relevant B2B
magazines
Celebrity guest at
important events
and functions

Why should a CEO be on Social Media?

Social relevance in the Digital Age
•Can build better connections with customers, employees, and investors.
•Perceived as more effective leaders
CEOs who actively
participate in social
media
•Makes brand seem more honest and trustworthy
•Creates a platform for CEOs to use during crisis management
•Builds thought leadership, enhances credibility of c-suite executives with
stakeholders
Having the C-suite on
social media
•Become less relevant in the digital age
CEOs who do not
engage on social media

Understanding the Social Media landscape
CEO’s perspective

How CEOs Can Leverage Social Media?
Transparency, vision and
open communication are key
to great leadership and
corporate social responsibility
strategy
Rather than waiting for
impressions about a company
to be driven by others in
social media, CEOs can help
shape the conversation

Why should a CEO engage on Social Media?
Source : Weber Shandwick Study

Instil positive feelings among stakeholders
Source : Weber Shandwick Study

What does the CEO need?
Bring her/him
Face to Face with
the audiences
CEO positioning
exercise
Twitter and
LinkedIn
need to be
supplemented
with 360 degree
PR exercise

What are Top CEOs doing on Social Media?

Four Different Types of CEOs on Social Media
Generalists
Wide range of
content.
Personal opinions
and interests
Information closely
related to the
business
Do not communicate
information related
to new initiatives
Expressionis
ts
Non-business
content sharing
Events and politics
Insight into their
daily lives
Build personal &
company brand
Information
Mavens
Links to information,
news etc.
Less company
specific content
“trusted curators” of
generic content
Usually have fewer
followers
Business
Mavens
Primarily share
business-related
content
New product
announcements,
information about
existing products,
customer references,
and information
about management
initiatives and
strategy
Less content related
to personal opinions,
interests, links to
other interesting
information

Most Influential International CEOs on Twitter

Highlights:
Tim Cook doesn’t tweet very often. His tweets are short and typically
personal. He tweets about customers, thanks his staff for big launches and
even trumpets causes (LGBT rights).
Bill Gates has 15 times the followers of Tim Cook. He gets only half the
RTs. Secret lies in quality and not quantity of tweets. Gates tweets about
humanitarian work, updates on causes.
Elon Musk epitomises the hip and happening. He speaks the language of
his followers and inspires them with his ambition. His tweets embody his
values, attitude and passion for “innovations now”.
Richard Branson stands out for his humility. He regularly shares tips and
even stories of personal failure from his younger days, sharing lessons and
experiences for the benefit of all.

Highlights
Anand Mahindra
directly engages
on Twitter and
takes action on
suggestions and
complaints.
Uday Kotak –
active and
generally sticks to
his domain. Makes
astute
observations
through his
tweets.
Ronnie Screwvala –
blockbuster
trailers, his books
and inspirational
gyaan for the
youth.
Nandan Nilekeni -
Hyperactive for
someone with his
profile. Talks a lot
about policy issues
etc
CP Gurnani - Fairly
active, but sticks
to his business
domains when
tweeting.
Rajan Anandan –
Speaks about
start-ups, seed
funding – straight-
forward tonality
makes him a hit
Sachin Bansal –
Chief cheerleader
for Flipkart
routinely upsets
people off with his
tweets
Kunal Shah -
Prolific, can talk
about anything.
Routinely
participates in
general
conversations,
darling of Indian
entrepreneurs
Most Influential Indian CEOs on Twitter

Learning:
The personal nature of the top CEOs matters.
CEOs personal handle has more influence than their corporate brand.
e.g. Bill Gates averages 2,365 engagements per tweet, while
@GatesFoundation Twitter handle has a rate of 119.

7 habits of highly social CEOs
Source : CEOs, SOCIAL MEDIA, & BRAND REPUTATION 2016 BrandFog Surv

Potential Benefits of CEO being on Social Media

The CEO’s side of the story

Most important social platforms

How can CEO’s leverage LinkedIn presence?
CEO’s LinkedIn
presence could
be the face of
business for
internal and
external
customers
CEO’s share
content to reflect
thought
leadership and
become an
industry
influencer or
company mouth
piece
CEO's engages
employees across
the globe
CEO’s engage
and connect with
key customers
and partners
thus helping
sales team sell
easy
CEO’s invite and
connect with
CxOs of
customers and
partners
establishing care
attitude of the
company
CEO’s use this
platform to
broadcast good
news and in the
event of casualty
– not so good
news
CEO’s will get
reach and
visibility across
Employees,
Customers and
Partners at the
click of mouse

What should the CEO do on LinkedIn?
Set LinkedIn
goals
Make
LinkedIn
management
a routine
Professional,
key-word
based
approach to
building the
LinkedIn
profile
Connect with
people he
already
knows on
LinkedIn
Join industry
and
professional
groups on
LinkedIn
Share
industry-
relevant
content and
news – with
her/his views
on the piece
Create
her/his own
content and
share it
Interact with
connections
directly and
openly

What is expected from the CEO on LinkedIn ?
Better photos – position
her/him at Executive
level
Her/His vision, plans
and strategy
Her/His values,
philosophy and belief
More Details on her/his
Career Progression
How she/he tackled
issues e.g. team issues,
procurement issues,
customer problems
What does she/he think
about her/his peers?
How does she/he think
the industry will shape
up?

Essential tips
Maintain her/his
reputation while
she/he is searching
LinkedIn
Enable
Confidential
Surfing
Control
Notification
Broadcasts

Things to Understand About Twitter
Tweets are not risk-free
Media actively monitors Twitter for news
Tweets are not press releases
Tweets can be an effective way to activate the media
Tweets can be a calming influence

Nuances of the Twitter language
Minimize
punctuation
Use
abbreviated
words
Mention
other
people
Incorporate
hashtags

Tonality of Tweets
Authority is out.
Humanity is in
Digital leaders that get the most
attention for themselves and their
brands on social media are those
who share their personal causes,
express their hopes and ambitions
and engage with their followers."

Twitter Tips for CEOs
Do
•Connect on a
Human Level
•Engage in Two-
Way Conversation
Don’t
•Play it Too Safe
•Avoid Responding

How should CEOs Use Twitter?
New product
information
External
validation
Customer
stories

How can CEO’s use Twitter effectively?

What can a CEO talk on Twitter?
What I’m
Reading
Office
Culture
Conversation
Event Shout
Out
Quote
Self (and
Company)
Promotion
Images

What should the CEO do on Twitter?
Decide what is
closest to
her/his heart
Get into the
mind-set of
information
sharing
Broadcast the
Twitter handle
on all company
owned
platforms
Promote
important
tweets
Be a generalist
and share a
wide range of
content and
opinions
Expose her/his
human side
and advise the
youth and
young
entrepreneurs

Tools for using social media:
Media training
Invest in a good
portfolio shoot
Build a good bio
highlighting her/his
contribution to the
industry
Article bank where
she/he expresses
her/his views
Content Strategy for
Twitter, LinkedIn &
Website
Content buckets for
Twitter, LinkedIn and
Website
Short E-books on the
company story, Story
of her/his struggle,
Inspirational advice
Videos where the CEO
speaks about her/his
vision, industry
information & analysis

At Sarvashreshtha Solutions, we work with
the top Management & their teams to provide
effective CEO representation on the Online
platform.

What do we do?
• We build engaging content
• We manage the CEO’s social media accounts
• Advise on CEO 360 degree positioning
• Conduct media training
• Provide responsive profile management
• Enhance the CEO’s online brand image

We also help CEOs to:
• Align their business strategies
• Move from Good to Great
• Use Social Media effectively
• Handpick teams for special missions
• Orchestrate business growth

Sources referred to make this presentation
• http://sloanreview.mit.edu/article/how-ceos-can-leverage-twitter/
• http://knowledge.insead.edu/leadership-organisations/the-most-influential-ceos-on-twitter-
4705
• http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2012_CEO_Survey.pdf
• http://www.convinceandconvert.com/social-media-strategy/ceo-twitter-account/
• http://www.ciol.com/active-indian-ceos/
• http://www.inc.com/jessica-stillman/the-10-most-influential-ceos-on-twitter.html
• http://www.b2bnn.com/2015/03/guide-ceos-engage-twitter/
• http://www.business.com/social-media-marketing/from-trump-to-branson-why-ceos-are-
tweeting-and-you-should-be-too/
• http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdf

Amarkant Jain
Coach
Tel: +91 9821117300

CEO Brand Positioning using Digital Media

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