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Socializing Your CEO
The evolving social behavior of the world's top 50 CEOs                                                                                  +
Due to the inextricable link between CEO                     CEO social engagement. The analysis
and corporate reputation and its sizable                     revealed that the majority of CEOs from the
impact on market value (60%*), Weber                         world’s largest companies were not engaging
Shandwick takes a keen interest in better                    online with external stakeholders and thus
understanding how CEOs tell their company                    missing out on opportunities to deepen their
story internally and externally, online and                  company reputations and customer relations.
offline, in-person and virtually. Our latest                  In 2012, Weber Shandwick refreshed its
study on leadership communications is                        analysis on how the leaders of the world’s
focused on the increasingly important role                   most elite companies are evolving socially.
of social media and other online channels                    Weber Shandwick considered a CEO "social"
for CEOs worldwide.                                          if he or she does at least one of the following:
                                                             engages on the company website, appears in
Weber Shandwick’s 2010 study, Socializing                    a video on the company YouTube channel, has
Your CEO: From (Un)Social to Social, was one                 a public and verifiable social network profile
of the earliest quantitative explorations of                 or authors an external blog.




CEO reputation matters

             10             20              30              40               50            60       70            80            90              100




                                                                 49          % of corporate reputation is attributable to the CEO



CEO sociability is on the rise                                                     Social begins at home(page)

                                             66           %          100




                                                                                                          50
                                                                        80

                                                                                                                   %
         36           %                                                 60


                                                                        40


                                                                        20
                     2010                                2012

Percentage of CEOs of the world’s top                                               Percentage of CEOs engaging on their websites
50 companies who are social                                                         (32% in 2010)




Social networking                                                                   Video is the social
growth is flat                                                                       CEO hotspot
                                                                        20




         16           %                      18           %             15



                                                                        10                 18       %
                                                                                                                           40          %

                                                                         5
              2010                                2012
                                                                                                         2010                              2012

Percentage of CEOs who have at least one                                           Percentage of CEOs appearing in video
social network account                                                             either on the company website or company
                                                                                   YouTube channel




CEO sociability increases                                                          Social CEOs lead companies
with tenure                                                                        with higher reputational status

                                      Percentage of

        48             %              CEOs who have
                                      been in office




                                                                                                          81             %
                                      3 years or less
                                      who are social



                                      Percentage of
                                      CEOs who have


        79            %               been in office
                                      more than 3 years
                                      who are social




Level of sociability varies around the world


               80            %
                  of U.S. CEOs
                                                                      67           %
                                                                         of European CEOs
                                                                                                                              55         %
                                                                                                                                of APAC CEOs
                  are social                                             are social                                             are social




For more information, please contact:                                                                     To download the full report, visit:
                                                                                                          http://bit.ly/SocializingYourCEO2013
Leslie Gaines-Ross                                        Chris Perry
Chief Reputation Strategist, Weber Shandwick              President, Digital, Weber Shandwick
lgaines-ross@webershandwick.com                           cperry@webershandwick.com




* Weber Shandwick and KRC Research, The Company behind the Brand: In Reputation We Trust

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Socializing Your CEO II_인포그래픽

  • 1. Socializing Your CEO The evolving social behavior of the world's top 50 CEOs + Due to the inextricable link between CEO CEO social engagement. The analysis and corporate reputation and its sizable revealed that the majority of CEOs from the impact on market value (60%*), Weber world’s largest companies were not engaging Shandwick takes a keen interest in better online with external stakeholders and thus understanding how CEOs tell their company missing out on opportunities to deepen their story internally and externally, online and company reputations and customer relations. offline, in-person and virtually. Our latest In 2012, Weber Shandwick refreshed its study on leadership communications is analysis on how the leaders of the world’s focused on the increasingly important role most elite companies are evolving socially. of social media and other online channels Weber Shandwick considered a CEO "social" for CEOs worldwide. if he or she does at least one of the following: engages on the company website, appears in Weber Shandwick’s 2010 study, Socializing a video on the company YouTube channel, has Your CEO: From (Un)Social to Social, was one a public and verifiable social network profile of the earliest quantitative explorations of or authors an external blog. CEO reputation matters 10 20 30 40 50 60 70 80 90 100 49 % of corporate reputation is attributable to the CEO CEO sociability is on the rise Social begins at home(page) 66 % 100 50 80 % 36 % 60 40 20 2010 2012 Percentage of CEOs of the world’s top Percentage of CEOs engaging on their websites 50 companies who are social (32% in 2010) Social networking Video is the social growth is flat CEO hotspot 20 16 % 18 % 15 10 18 % 40 % 5 2010 2012 2010 2012 Percentage of CEOs who have at least one Percentage of CEOs appearing in video social network account either on the company website or company YouTube channel CEO sociability increases Social CEOs lead companies with tenure with higher reputational status Percentage of 48 % CEOs who have been in office 81 % 3 years or less who are social Percentage of CEOs who have 79 % been in office more than 3 years who are social Level of sociability varies around the world 80 % of U.S. CEOs 67 % of European CEOs 55 % of APAC CEOs are social are social are social For more information, please contact: To download the full report, visit: http://bit.ly/SocializingYourCEO2013 Leslie Gaines-Ross Chris Perry Chief Reputation Strategist, Weber Shandwick President, Digital, Weber Shandwick lgaines-ross@webershandwick.com cperry@webershandwick.com * Weber Shandwick and KRC Research, The Company behind the Brand: In Reputation We Trust