To better understand what drives and influences CIOs, Zeno examined the social media approach and consumption behaviors of those named to the prestigious CIO 100 List, an annual collection of the most innovative CIOs. As one of the top professional honors to which IT leaders can aspire, the 2014 and 2015 CIO 100 List provided Zeno an opportunity to create a barometric analysis of how a wide collection of the most influential and forward-thinking IT leaders is influenced by individuals and organizations on social.

1. Study:
INSIGHTS ON THE (ANTI) SOCIAL CIO
An analysis of social networking and media consumption habits offers a window into the
influencers that impact CIOs (August 2015)

2. • OPPORTUNITY KNOCKS: Although CIO participation on social media is somewhat limited on Twitter, the
research suggests that interest in Twitter is growing. This presents an opportunity for organizations
looking to reach this audience as they embrace the platform.
• MEDIA STILL MATTERS: Media outlets were a large component of the Twitter influencer ecosystem for
the 2014 CIO 100 and dwarfed all other influencers on Twitter on the 2015 list. Media brands matter, and
CIOs are paying attention to what they have to say.
• LINKED IN ISN’T AN AFTERTHOUGHT: LinkedIn tends to be ignored in many social media programs, yet
is an important channel followed by CIOs. Organizations looking to reach a CIO audience should identify
opportunities to include LinkedIn in social media efforts.
• DON’T JUST FOLLOW, CONVERSE: Forums like Quora have active participation by people in the
industry, but this type of network gives CIOs the opportunity to influence others rather than be
influenced by people or companies. Focusing on networks where third-parties can affect decisions and
perception, for the purposes of this study Zeno instead turned to other networks where external
influence was more directly measurable: Twitter and LinkedIn. However, more substantive conversations
did take place on Quora and LinkedIn Groups like the Chief Information Officer (CIO) Network and the
size of these groups is indicative of peer-to-peer influence.
KEY FINDINGS

3. CIO 100 ON SOCIAL PLATFORMS
Top CIOs are expanding their use of LinkedIn: 93 percent of the 2015 CIO 100 list is on the social
network, up from 91 percent in 2014. Of that group, 75 percent have 500 or more connections.
93% of CIO 100 List are on
LinkedIn
37%
91%
42%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Twitter LinkedIn
2014 2015

4. TWITTER ECOSYSTEM:
Using Zeno’s proprietary tool, we analyzed the influencers who make up this ecosystem. Defined as users who
are followed by members of the 2014 CIO 100 list, we segmented this group based on their role within the
technology and business landscape. The members of the 2014 CIO 100 primarily used Twitter to connect with
other IT professionals, followed closely by connecting with media and industry thought leaders. In 2015, this
evolved to greater use of social for media.
Other CIOs
25%
Media Outlets
16%
Thought
Leaders
16%
Industry Orgs
3%
Executives
12%
Journalists
9%
IT Executives
7%
Vendors
6%
Analysts
4%
Analyst Firms
2%
2014: CONNECTING WITH PEERS
Other
CIOs
11%
Media Outlets
40%
Thought
Leaders
15%
Industry Orgs
8%
Executives
7%
Journalists
2%
IT Executives
3%
Vendors
7%
Analysts
1%
Analyst Firms
3%
VCs
3%
2015: THE RISE OF MEDIA

5. MEDIA BRANDS MATTER
It’s no surprise that top business and tech journalists have the attention of CIOs, but the degree of their
influence is noteworthy. The biggest change in the rankings of media brands from 2014 to 2015 was a shift from
CIO-focused publications to more mainstream technology and business publications.
2015 2014
1
6
2
7
3
8
4
9
5
10
1
6
2
7
3
8
4
9
5
10
CIO Online /
CIO.com
CIO
Magazine
CIO Online /
CIO.com
CIO
Magazine
Global
CIO

6. 1
Maryfran Johnson,
CIO Magazine
@MaryfranJohnson
JOURNALISTS WITH INFLUENCE
Top CIOs still pay attention to tech journalists, especially those who cover issues that most impact C-level IT
leaders. Maryfran Johnson, Editor-in-Chief of CIO magazine held the top spot as most influential journalist on
Twitter for both the 2014 and 2015 CIO 100 lists. CIO Online reporter Lauren Brousell also made both lists.
2
Lauren Brousell,
CIO Online
@LBrousell
3
Clint Boulton,
CIO.com
@ClintBoulton
4
Joel Schectman,
Wall Street Journal
@Joel_Schechtman
1
Maryfran Johnson,
CIO Magazine
@MaryfranJohnson
2
Walt Mossberg,
Re/code
@WaltMossberg
3
Lauren Brousell,
CIO Online
@LBrousell
4
Anderson Cooper,
CNN
@AndersonCooper
2015 2014

7. LINKEDIN: THE PREFERRED PLATFORM
Beyond their individual connections, CIOs are leveraging LinkedIn as a platform for gathering
information and new ideas on technology, business and the world at large. CIOs on both lists followed
a substantial number of LinkedIn Influencers that use the community as an idea exchange.
2015 2014
1
Richard
Branson
6
Meg
Whitman
2
Jack Welch 7
Guy Kawasaki
3
Michael Dell 8
Deepak
Chopra MD
4
Bill Gates 9
Mark Hurd
5
Jeff Weiner 10
Francisco
D’Souza
1
Michael Dell 6
Don Tapscott
2
Jack Welch 7
Richard
Branson
3
Spencer Ante 8
Arianna
Huffington
4
Meg Whitman 9
Bill Gates
5
Guy Kawasaki 10
Dr. Hossein
Eslambolchi

8. CIO LINKEDIN ECOSYSTEM:
NOT JUST A DIGITAL ROLODEX
With over 90 percent usage by both the 2014 and 2015 lists, LinkedIn is by far the dominant social media
platform for CIOs. One of the big surprises of the study is that CIOs primarily followed only verified
LinkedInfluencer. In addition to tech luminaries and business leaders, CIOs tended to follow influential authors
on LinkedIn. Interestingly, CIOs also followed venture capitalists to a much greater degree on LinkedIn than on
Twitter.
Non-Tech
Business
Executives
33%
Tech
Business
Executives
17%
Author
14%
Thought
Leader
11%
VCs
10%
Journalist
5%
Educator
5%
Non-Profit
Executive
2%
Government
Leader
2%
Analyst
1%
2014 2015
Non-Tech
Business
Executives
26%
Tech Business
Executives
19%
Author
13%
Thought
Leader
12%
VCs
9%
Journalist
12%
Educator
2%
Non-Profit
Executive
2%
Government
Leader
2%
Analyst
3%

9. Believers in the fearless pursuit of the unexpected, the award-winning Zeno
Group operates as one firm across 24 global offices, including Silicon Valley,
New York, Chicago, Santa Monica, Dallas, Toronto, London, Beijing, Delhi,
Jakarta and Singapore. Zeno is an unprecedented three-time winner of the
PR Week U.S. Mid-Size Agency of the Year, Holmes Report US Creative
Agency of the Year and 2013 Holmes Report Consumer Agency of the Year.
The firm’s practice areas include technology, consumer, health, and
corporate, all supported by planning, digital engagement and media.
Clients include Anheuser-Busch, Expedia Media Solutions, Netflix, Four
Seasons Hotels & Resorts, Hortonworks, Kia Motors America, Intel Security,
Micron Technology, Inc., Plex Systems, Seattle’s Best Coffee and TiVo. Zeno
Group is a member of the Daniel J. Edelman Company.
Please visit us at zenogroup.com, like us on Facebook, or follow us
@zenogroup and on LinkedIn.
ABOUT ZENO GROUP

10. Zeno Group examined the social media presence and engagement of the 2014 and 2015
CIO 100 Lists on Twitter and LinkedIn. We created a proprietary tool to collect and
analyze the Twitter users that are followed by the CIO 100. Data was collected from 2014
through 2015. CIO 100 List members with private Twitter accounts were excluded from
this analysis.
What about Facebook? Facebook recently introduced changes to drive greater business and
media adoption of the platform. With Instant Articles, a WhatsApp integration and
improved search functionality, it’s clear that Facebook hopes to become a destination for
business. However, while media consumption by CIOs may happen on Facebook, algorithms and
privacy options make it more difficult to accurately measure the influence that media or other
entities may have. It was not practical to include Facebook in the study due to these constraints.
Dan Sorensen and Kriselle Laran led the research with assistance from Katie Wood Znameroski
and Risa Jensen.
RESEARCH METHODOLOGY

11. Zeno Group is a global, integrated
communications agency, born from PR,
that pursues the unexpected to turn
heads and win hearts.
www.zenogroup.com
twitter.com/zenogroup
facebook.com/zenogroup
linkedin.com/company/zeno-group
DAN SORENSEN
Zeno Group
Senior Account Supervisor
650-801-0944
twitter.com/DSorensen
linkedin.com/in/dansorensenpr
dan.sorensen@zenogroup.com
KRISELLE LARAN
Zeno Group
Vice President, Digital
650-315-4314
twitter.com/krisellelaran
linkedin.com/in/krisellelaran
kriselle.laran@zenogroup.com
THANK YOU!
TODD IRWIN
Zeno Group
Managing Director, California
Managing Director, Technology
twitter.com/todd_irwin
linkedin.com/in/toddirwin1
todd.irwin@zenogroup.com