What Doesn't My CEO

Get About Social Media?

Ryan Cohn

VP, Social/Digital Operations

Sachs Media Group

01. THIS IS A SAMPLE TITLE SLIDE

STOP!

01. THE EVOLUTION OF SOCIAL BUSINESS

The two most important criteria for a successful social

business strategy are that it is:

• Clearly aligned with strategic business goals of an organization.

• Has organizational alignment and support that enables execution of

that strategy.

Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013

Study of 698 executives and social strategists about their social media efforts,

conducted online during Q4 2012 by Altimeter Group

01. THE EVOLUTION OF SOCIAL BUSINESS

Half of all executives are not informed, engaged, or aligned

with their company’s social media strategies in any capacity.

We must overcome differences and bring both sides together.

02. HOW DO WE TURN POTENTIALLY THE BIGGEST RESISTORS INTO TOP ADVOCATES?

Analyze how senior leadership views social

Reframe misconceptions and perceptions

Connect social strategy to organizational

objectives

Encourage senior leadership social involvement

03. HOW SENIOR LEADERSHIP VIEWS SOCIAL

• 16% of CEOs on social– Expected to rise to 57% within 5 years

• LinkedIn is the only platform with more CEOs than general population– (26% of CEOs compared to 20% of general population)

IBM Global CEO Study: Quantitative study of 1709 CEOs, general managers

 and senior public sector leaders, conducted face-to-face during 2012 by IBM

05. HOW EXECUTIVES USE SOCIAL MEDIA

05. WHO TAUGHT CEOS ABOUT SOCIAL?

“Huge ROI can be gained just by measuring

changes that stem from listening. It’s sad to

say, but the only changes I have seen are those

due to large or threatening groundswells.” 

“And in my view, change was only made to

silence the noise.”

- Frank Eliason, SVP of Social Media, Citi

06. REFRAMING MISCONCEPTIONS AND POTENTIALLY DAMAGING PERCEPTIONS

Audiences and tactics have matured.

Social media role's extends beyond customer service and brand awareness.

Educate on the opportunities in risk/crisis mitigation, brand protection and reputation management, recruiting/staffing, etc.

 “Social networks have evolved to become

knowledge and communication networks, and

access to thought leadership content is now

the primary reason professionals visit networks and

communities. Professionals are collaborating with

each other through the thought leadership content

they generate, curate or share.”

The Society for New Communications Research's (SNCR)

New Symbiosis of Professional Networks Study, 2012

07. STOP CALLING IT “SOCIAL MEDIA”

IDG Enterprise’s 2013 B2B Lead Generation Trends Survey

08. CONNECTING SOCIAL STRATEGY TO ORGANIZATIONAL OBJECTIVES

• Perspective of 2-3 years ago: C-Level knows social/digital has to be done, but don't know where to start.

• Now: They're getting it more and more with strong implementation and metrics.

09. THE EVOLUTION OF SOCIAL BUSINESS

Only 34% of businesses felt that their social strategy was connected to

business outcomes.

Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013

Study of 698 executives and social strategists about their social media efforts,

conducted online during Q4 2012 by Altimeter Group

10. CASE STUDY: JOHN HAYESCHIEF MARKETING OFFICER, AMERICAN EXPRESS

11. THE SOCIAL MEDIA ROI PYRAMID

Jeremiah Owyang, The Altimeter Group

12. ENCOURAGING SENIOR LEADERSHIP INVOLVEMENT IN SOCIAL MEDIA

Getting your C-Level leadership personally active on social networks increases embrace of social strategies and helps to change misconceptions.

Long term strategy

Will not work for all organizations/executives

Be mindful of compliance and regulations

13. TRICK TO INCREASE SOCIAL ACTIVITY:FOCUS ON EMPLOYEE RELATIONS

Get C-Level active on social for employee acquisition, retention and company morale purposes.

14. EMPLOYEES PERSPECTIVES OF EXECUTIVE LEADERSHIP SOCIAL MEDIA PARTICIPATION

• 82% were more likely or much more likely to trust a company whose leadership team engages with social media.

• 78% would prefer to work for a company whose leadership is active on social media.

• 81% believe that CEOs who engage in social media are better equipped than their peers to lead companies in a web 2.0 world.

• 85% believe that CEOs can use social media channels to improve engagement with employees.

• 86% rated CEO social media engagement as either somewhat important, very important or mission critical.

Source: BrandFog 2012 CEO Study

15. HOW DO WE TURN POTENTIALLY THE BIGGEST RESISTORS INTO TOP ADVOCATES?

Reframe misconceptions and perceptions

Connect social strategy to organizational

objectives

Encourage senior leadership social involvement