Presented to the John Carroll Entrepreneurs Association on March 24, 2010.

1. Social Media for CEOs
Special Presentation for JCUEA Members
March 24, 2010

2. Agenda
1) What is Social Media?
2) Why Does it Matter to Your Business?
3) What Can You Do to Get Started?

3. What is Social Media?

4. What is Social Media?
• Consumer-generated content. We are all the media, the
publishers.
• People trusting the opinions of their peers and
collaborating online to help and support each other.
• Consumers choosing when and where to interact with
brands. Tuning out of traditional, outbound marketing.

5. What is Social Media?
• Social media is about listening, learning, building
relationships and bringing value to the communities
relevant to your organization.
• Social media is a lifetime commitment to connecting with
your audiences (e.g. customers, prospects, peers, partners)
in a more authentic and personal way.
• Three phases: Monitor, Participate & Publish

6. What is Social Media?

7. Social Media by the Numbers
15.2 billion core searches conducted in
January 2010
Source: comScore, Inc

8. Social Media by the Numbers
U.S Internet users watched 32.4 billion videos
in January 2010
Source: comScore, Inc

9. Social Media by the Numbers
More than 133,000,000 blogs have been indexed by
Technorati since 2002
Source: Technorati

10. Social Media by the Numbers
More than 1 billion “tweets” estimated per month
Source: Royal Pingdom

11. Social Media by the Numbers
LinkedIn has more than 60 million members in
200+ countries and territories around the world
Source: LinkedIn

12. Social Media by the Numbers
More than 5 billion pieces of content (web links,
news stories, blog posts, notes, photo albums, etc.)
shared each week on Facebook
Source: Facebook.com

13. Social Media by the Numbers
• More than 60 million status updates daily
• More than 1.5 million local businesses have active Pages
• More than 20 million people become fans of Pages each
day
• Average user spends more than 55 minutes per day on
Facebook
• More than 100 million active users access Facebook
through their mobile devices
Source: Facebook.com

14. Social Media & JCUEA Members

15. Social Media & JCUEA Members

16. Social Media & JCUEA Members

17. Social Media & JCUEA Members

18. Social Media & JCUEA Members

19. Social Media & JCUEA Members
• 24% reported “quantifiable success” from social media
efforts
• 80% do not have a social media policy (9% unsure)
• 61% do not have anyone responsible for social media
within the organization (12% unsure)
• 76% do not monitor online conversations/mentions

20. Why Does it Matter to Businesses?

21. The Facts
• Social media should be an essential component of every
organization’s integrated marketing strategy.
• It is irrelevant if you personally use or believe in the
value. It’s what matters to your current and future
customers, prospects, employees and partners.
• Social media presents an opportunity for company leaders
to build strong personal brands that directly impact the
organization’s brand and success.

22. Social Media & Personal Brands
• What’s important to us.
• What we value.
• Where we’re going.
• What we’re doing.
• Who we’re with.
• What we buy.
• What we think.
• What we’re passionate about.

23. Social Media Goals
Generate Leads &
Build Loyalty

24. What Else Can it Do?
Create connections and build
relationships.

25. What Else Can it Do?
Manage your brand online.

26. What Else Can it Do?
Establish professionals as experts,
thought leaders and innovators.

27. What Else Can it Do?
Grow smarter and faster than
your competitors.

28. What Else Can it Do?
Strengthen employee recruitment
and retention.

29. What Else Can it Do?
Reach and engage audiences,
specifically younger demographics.

30. Who Will You Reach?
Audience Segments
• Customers • Peers
• Prospects • Competitors
• Mainstream media (print, • Social media (bloggers,
broadcast) social networkers)
• Vendors & Partners • Job Candidates &
Employees

31. Who Will You Reach?
Buyer Personas
• What are their goals and • What's important to them?
aspirations?
• What words and phrases do
• What are their problems? they use?
• What media do they rely on • What sort of images and
for answers? multimedia appeal to them?
• How can you reach them?

32. So what’s the ROI?

33. More important question:
What is the cost of doing nothing?

34. How Do You Measure Success?
It is NOT a direct ROI.

35. How Do You Measure Success?
But it is measurable

36. How Do You Measure Success?
• Inbound links • Reach (followers,
friends, fans)
• Website visitors
• Leads
• Pageviews
• Speaking
• Referring sites opportunities
• Keyword rankings • Engagement

37. What Can You Do to Get Started?

39. The GamePlan in Action
• Step 1: Clearly define and differentiate your brand.
• Step 2: Design and deploy a content-driven Website.
• Step 3: Go beyond prospects, and consider the impact of
your marketing efforts on all audiences.
• Step 4: Establish measurable and meaningful campaign
objectives designed to achieve the primary goals of leads
and loyalty.

40. The GamePlan in Action
• Step 5: Build an integrated campaign: brand, Website,
search, social media, content and PR.
• Step 6: Establish dynamic budgets that can be easily
shifted based on campaign performance and analytics.
• Step 7: Define campaign timelines with milestones, tasks
and responsibilities.
• Step 8: Measure everything, and be willing to adapt and
evolve.

41. THINK Content & Community
• Step 1: Monitor
• Step 2: Participate
• Step 3: Publish

42. Step 1: Monitor
Conduct social media searches of blogs, forums and
social networks relevant to your company and
expertise. Subscribe to RSS feeds & Google Alerts.

43. Step 2: Participate
Become a part of the community.
• Secure and build profiles on key social networks
• Integrate social media activity into customer service,
marketing and HR programs

44. Step 3: Publish
Create a content marketing strategy and start
publishing great multi-media content that’s highly
relevant to your audiences.

45. THINK Content & Community

46. Things to Consider
• Personal vs. professional participation
• HR issues
• Corporate social media policy
• Strength of your Website and brand
• Measurement
• Integration with your overall marketing strategy
• Time commitment
• Internal capabilities and capacity
• Regulatory issues

47. Social Media for CEOs
Special presentation for JCUEA Members
Q&A
Paul Roetzer
(216) 333-1242
paul@pr2020.com
Twitter: @paulroetzer
www.PR2020.com