Why Executives should use social media & how to start
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This document discusses why and how executives should use social media. It provides four key reasons why executives should participate: 1) Other executives are already using social media; 2) Social media drives business value through lead generation, staff attraction, and PR; 3) Executives on social media are perceived as better leaders who are inspired, proud, and technologically advanced; 4) Being prepared includes understanding how executives like Richard Branson, Marc Benioff, and Meg Whitman effectively use social media. The document then outlines a five step process for executives to successfully participate on social media: listen, create, plan, distribute, and measure.
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Why Executives should use social media & how to start
- 1. EXECUTIVES ON SOCIAL MEDIA: WHY AND HOW Photo credit: http://www.examiner.com/slideshow/linkedin-influencers-people-can-follow-with-the-new-linkedin-mobile-app#slide=4
- 2. Why should Executives use social media?
- 3. Business value: staff attraction, lead generation, and PR You’ll be prepared (after this deck!) Improve perception of leadership skills and capabilities Weigh in on industry conversations At least(!) 4 reasons:
- 4. Executives from your company, and your competitors companies, are already using social media. If they can do it… you can too! Meg Whitman, CEO, HP Dara Khosrowshahi, CEO, Expedia Richard Branson, Founder, Virgin Group
- 5. Source: Socializing your CEO III, 2015 http://www.marketwatch.com/story/heres-what-the-worlds-top-50-ceos-do-on-social-media-2015-06-05 36% 60% 12% 78% 60% 80% 60% 55% 80% 94% 84% 55% 0% 25% 50% 75% 100% Global US Europe Asia % Social CEOs (by region*) 2010 2012 2014 *LATAM not shown due to sample size 1. Executives are already active online.
- 6. Source: Socializing your CEO III, 2015 http://www.marketwatch.com/story/heres-what-the-worlds-top-50-ceos-do-on-social-media-2015-06-05 They’re mostly using websites, YouTube and social networks.
- 7. Source: 2015 Social CEO Report, DOMO, 2015 http://www.ceo.com/social-ceo-report-2015-report/ Photo credit: https://www.linkedin.com/pulse/social-ceo-how-amfams-jack-salzwedels-manages-his-media-arik-hanson Being too busy isn’t a good excuse. “Some CEOs say they’re too busy for social media. I say, it’s part of the job.” @AmFamJack, American Family Insurance CEO Jack Salzwedel
- 8. Business value Why should Execs participate in social media?
- 9. Source: LinkedIn Research, 2014 2. Social media drives business value. Of B2B purchases are influenced by social media Of buying decisions are made before sales rep involvement Of the time cold calls do not work Getting worse every year
- 10. Source: Agreed that Executive use of social media creates a channel for authentic engagement with stakeholders. 77% Agreed that CEOs who actively participate in social media can build better connections with customers, employees, and investors.83% And improves communication with stakeholders.
- 11. Improve perception Why should Execs participate in social media?
- 12. Inspired PROUD Technologically Advanced “ “ 3. Execs on social media are perceived as better leaders. Executives with ‘social CEOs’ say their leaders’ social media presence makes them feel:
- 13. You’ll be prepared Why should Execs participate in social media?
- 14. Which Executives are already using social media well?
- 15. Richard Branson, Founder Virgin Group - Strong personal brand with clear opinions, for example, UK should remain in EU, and happiness as a personal metric for success - Known for inspirational thought- leadership and entrepreneurship - Posts regular content in multiple languages to appeal to global audiences - References timely events (e.g. posts about athletes during Olympics)
- 16. Marc Benioff, CEO Salesforce You have likely Google stalked someone before a meeting. Benioff knows this and creates a first impression online …before he’s even in the room: - Strong online, authentic personal brand - Controls the search engine results page with his own content, pictures, and social channels - Frequent Twitter user and holds social media presence on most other major social networks
- 17. Meg Whitman, CEO HP Enterprise Systems - Regularly distributes thought- leadership on LinkedIn on technology and CIO priorities - Personal style of writing is relatable and effective - Twitter profile is inactive and only used for listening
- 18. Bob Collymore, CEO Safaricom - Relative newcomer to social media thought-leadership - Charismatic media personality leveraging offline voice for the online world - Currently establishing a regular cadence of content distribution
- 19. How do you and your Executives start?
- 20. 5 Steps to Executive Social Media Success Listen Understand existing conversations Create Build a foundation and set priorities Plan Determine relevant content strategy Distribute Schedule content for optimum exposure Measure Set metrics to drive toward objectives
- 21. Questions? Comments? Need help? @hannahlaw or @socialogilvy
Hinweis der Redaktion
- Photo Credit Clockwise: Richard Branson: http://www.examiner.com/slideshow/linkedin-influencers-people-can-follow-with-the-new-linkedin-mobile-app#slide=4 Dara https://skift.com/2014/05/05/expedia-ceo-on-changing-the-relationship-with-hotels/ meg Meg Whitman: http://www.businessinsider.com/meg-whitman-got-a-big-raise-and-bonus-2015-2
- U.S. CEOs are the most social (94%), surpassing their European (84%) and APAC (55%) peers but as you can see, the trend is growing globally, with fastest growth in Europe.
- Which social media platforms are those execs using? The top engagement tools are social networks, You Tube videos and company websites. LinkedIn is an “entry network” of choice among the world’s top CEOs, as well as the one showing the biggest growth. In fact, 73% of Fortune 500 CEOs with only one social network listed LinkedIn as their preferred choice. ADDITIONAL STATS: According to Stanford Research: Nearly two-thirds of respondents (65%) use social media for personal purposes, and 63% for business purposes. Of those who use social media, 80% have a LinkedIn account and 68% have a Facebook account, demonstrating that executives and board members are familiar with this medium. (Source: https://www.gsb.stanford.edu/insights/executive-social-media-gap) “Only 2 F500 CEOs operate a personal YouTube account but 208 CEOs are featured in at leasr one of their company’s YouTube videos, suggesting that company-wide social presence is over-stepping personal activity for our F500 CEOs”. (Source: http://www.ceo.com/social-ceo-report-2015-report/)
- The second reason you should participate on social media is because it can actually drive business value, and not just for consumer / youth brands. Some recent LinkedIn research showed the significant influence of social media in B2B purchase decisions, and highlighted that our traditional channels of reps and cold calls are becoming less effective. For B2B companies, it is often difficult to attract customers to your sales and industry events. For B2C companies, the traditional channels no longer drive cut-through. HOW DO WE CONNECT WITH PEOPLE NOW? Social media offers an alternative.
- Outside of the direct sales funnel, social media can facilitate faster, easier and more direct communications with stakeholders, building engagement and trust.
- Sociability shows that a leader is listening, open to engaging in two-way dialogue with stakeholders, and comfortable with change. Ultimately this leads to attraction and retention of top talent. Source: https://hbr.org/2015/05/what-ceos-have-learned-about-social-media (2012 WS Study) ADDITIONAL RESOURCE (not spken): Source: http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2014_CEO_Survey.pdf Executive participation in social media is perceived to lead to better leadership.
- 4 main reasons which I’ll talk you through now. First, as we just saw, leading execs are already on social – don’t miss your chance to share what you know.
- You have likely Googled someone before a work meeting. What impression does it leave if you don’t appear in Google search results,? Helps create a first impression before you’re even in the room. Benioff has: Strong online, authentic personal brand with great use of imagery in Google Image Search Controls the Search engine results page with his own content and social channels Regularly produces exclusive content of new company products Frequent Twitter user and holds social media presence on most other major social networks
- While there is no shortcut to building your online profile and establishing digital eminence, there is a recipe. Publish valuable and remarkable content, consistently. Listen, share, and engage your stakeholders, consistently. What we need is a system for success, to: Identify what messaging and content type is in demand Create content based of our research (social posts, infographics, short videos, guest blog posts, etc.) Publish content to their social channels and direct to stakeholders, prospective customers and industry influencers Amplified by the brand ambassadors, SMEs, and paid.