2013년 5월 28일자로 웨버 샌드윅 본사에서 ‘The Social CEO: Executives Tell All’ 제목으로 공유된 영문 리포트 주요 내용을 공유 드립니다. 해당 리포트는 Weber Shandwick과 KRC Research에서 전세계 10개국 630명의 임원들을 대상으로 온라인 서베이를 진행한 결과를 중심으로 작성되었으며, 조사 참여한 임원 76%는 향후 CEO가 소셜 미디어 대화 커뮤니케이션 활동에 참여하는 것을 매우 좋은 아이디어라고 답변했습니다. 리포트 주요 내용: -78%의 답변자들은 Social CEO의 주요 혜택으로 기업명성관리, 비즈니스 결과 및 직원들과 대화 참여 활동에 긍정적 효과를 얻어낼 수 있을 것이라 답변. -소셜 미디어는 향후 CEO들에게 비즈니스 리더쉽을 보여주는 중요한 툴로서 활용될 것이다라고 답변. 그 이유는 향후 CEO들을 기업의 Chief Content Provider 역할을 해야 한다고 기대하기 때문. -소셜 미디어는 기업 정보를 전달하고 대화를 이끌어내는데 있어 효율적일 뿐 아니라, CEO를 보다 바람직한 비즈니스 리더로서 인식하는데 연결되고 있다고 웨버 샌드윅의 Chief Reputation Strategist인 레슬리 게인-로스가 언급 -CEO의 소셜 대화 참여가 필요하다고 해서, 모든 채널을 활용할 필요는 없으며, 비즈니스 니즈에 맞게 적합한 소셜 미디어 채널 및 디지털 콘텐츠 툴을 선택할 필요가 있다고 웨버 샌드윅 아태지역 디지털 헤드 존 웨이드가 언급 -리포트 주요 목차는 리포트 소개, CEO sociability에 대한 새로운 시각, 9가지 인사이트, Social CEO들의 7가지 습관 등 으로 구성되어 있으며, 주요 포인트들은 그림과 차트로 쉽게 설명

1. CEO sociability yields multiple dividends to Asia Pacific companies
84%
Is a good way of sharing
news and information
about our company
86%
Has a positive impact on
our company’s reputation
77%
Shows that
our company
is innovative
77%
Gives our company
a human face or
personality
75%
Is a good way for our
CEO to communicate
with employees
82%
Helps our CEO build
good relationships
with the news media
78%
Gives more employees
the chance to communicate
directly with the CEO
75%
Helps our CEO understand/
stay in-touch with what is
happening inside the company
78%
Has a positive impact
on business results
73%
Makes our company
a more attractive
place to work
76%
Enhances our credibility
in the market
64%
Is a good use of
our CEO’s time
73%
Helps us find and
attract new customers
72%
Gives our company
a competitive edge
69%
Makes our CEO more
effective in managing crises
Benefits
Seven Habits of Highly Social CEOs
Weber Shandwick compared the exceptionally active social CEOs (those whose executives say they participate in social
media at least once a week) to overall social CEOs to develop a profile of the most highly social CEOs in the world.
Highly social CEOs...
CEO sociability is inherently
risky but inevitable
Unsocial doesn’t mean anti-social
CEOs are finding ways to be social without being active
on Facebook, Twitter, Weibo, LinkedIn or Youku.
48%
Unsocial CEOs post
to company website
33%
Unsocial CEOs post
to company intranet
See the same level of risk
five years from now
Consider a CEO’s participation in social
media to be very or somewhat risky today
59%of executives
49%of executives
ThoughtLeadership@webershandwick.com
Leslie Gaines-Ross
Chief Reputation Strategist
Weber Shandwick
lgaines-ross@webershandwick.com
Jon Wade
Head of Digital, Asia Pacific
Weber Shandwick
jwade@webershandwick.com
Bradley Honan
CEO
KRC Research
bhonan@krcresearch.com
You can also visit:
www.webershandwick.asia
For more information about The Social CEO:
Executives Tell All, please contact:
Rising interest in measuring CEOs’ usage of social media prompted
Weber Shandwick to ask executives what they think about CEOs entering
social waters. With partner KRC Research, Weber Shandwick surveyed
professionals worldwide about the social participation of CEOs.
The Social CEO: Executives Tell All defined social media participation
as “posting messages, videos, pictures, etc. on a social media site.” In
our study, executives are described as having a social CEO — those with
CEOs who participate in social media — or an unsocial CEO.
This research reveals how the CEO sociability continuum has already
started internally, has moved progressively to corporate websites and
YouTube, and, in time, is expected to shift to social networks. Now that
we have a better portrait from executives on how CEOs are engaging
socially, we can better measure how far CEOs have come and how far
they have to go.
Below are key insights from Asia Pacific executives. Please visit
webershandwick.asia/socialceo to view the full global report.
The Social CEO: Executives Tell All
AsiaPacificemployeeswanttheirCEOstobesocial
Use an expansive
set of social tools
1 Have their
own blog
2
Self-author
(DIY)
4
Are spontaneous
but not
too informal
6Leverage the
company website
3
Look forward
5
Engage wide
variety of
stakeholders
7
80%
of all executives
believe it is a good
idea for CEOs to
be social
78%
of executives with
social CEOs would
like to see their
CEOs participate
even more
frequently
82%
of executives
with social
CEOs search to
see what
their CEO is
posting
CEO sociability instills positive feelings among Asia Pacific executives with
social CEOs
How CEO’s social media participation makes executives feel (among executives with social CEOs)
61%
Inspired
9%
Nervous
increase in social
CEOs over next
five years
+35%
51%
Technologically
advanced
48%
Proud
4%
Embarrassed