주요 수치:
-2012년 전세계 TOP 50위권 CEO 중 66%가 온라인 대화에 참여하고 있다(2010년 36% 대비 30% 성장)
-40% CEO가 비디오 영상에 등장하고 있고,비디오 영상은 Social CEO로서 명성을 구축하는데 활용도가 높아지고 있다(2010년 18%)
-50% CEO들은 기업 홈페이지에 연관 정보를 보여주고 있다. CEO의 소셜 미디어 대화 참여는 웹사이트 활용부터 시작되어야 한다(2010년 32%)
-18% CEO들이 소셜 네트워크 프로필을 갖고 있다.
-그 누구도 블로그를 운영하고 있지는 않다.
-아시아권 CEO들은 북미 및 유럽 대비 CEO들의 소셜 미디어 대화활동에 대한 참여가 적다(55% vs. 80% vs 67%)
-아시아권 CEO들은 기업 웹사이트에 자신에 대한 정보를 공유하는 반면, 소셜 네트워크 상에서는 대화 참여 활동이 전무하다.
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
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