“Why B2B CEOs Don’t Tweet” London 25th May 2010 Rob Shimmin
CEO Watching Thinking through the promises Explaining the actions Helping CEOs and directors talk about their brands
Very Few CEOs Blog Or Tweet CEOs communicate Some brilliantly - everywhere Some have strong and weak areas Should they use social media? Some do. Most don’t. Is it time? Control? Permanence? Restrictions? “My company is not a democracy. It is there to serve shareholders.” - Watson Helsby Research
Being a B2B CEO Control is a big part of their life Stock market listing creates rules that have to be followed Advisors rarely advocate less control They worry about a small number of VERY important contacts 80/20 rule. Motivated by hiring and getting the best from employees Really pushing collaboration, innovation, creative thinking, etc Often working with many partners to deliver a product/service And are mindful of the perception of their customer’s customer
B2B & B2C – Closer Than You Think When you last flew....who’s engines got you up there? If one of these claimed its engine was ‘ash safe’ .... would it influence your choice of airline?
Triggers For This Topic Crisis People are discussing us! Competition They sound smart on an topic we care about Cost effectiveness Look at the reach of this! A powerful channel To customers & employees
B2B Crisis & Social Media A crisis is not the time to launch your presence Suddenly everything is watched Old, uninteresting content becomes interesting While some take to it perfectly well. Some are not so comfortable Play to your CEO’s strong points
Building communities Monitoring issues Getting ready for consumer needs & concerns Talking to employees Listening too Driving innovation Encouraging idea sharing Recruiting talent Leveraging connections
Top 10 Challenges For HDCs* http://tinyurl.com/3x2l2xc Lack of understanding Loss of control Demographic apartheid Fragmentation of media Speed of change & response Rules of engagement Privacy and corporate security Finding good people Lack of effective metrics Ownership of digital * Heads Of Digital Communications
Watson Helsby Research Under 30’s are the ‘digital natives’ But they lack the all-round communications skills, gravitas and credibility “Digital communications is a destabilising force in a bureaucratic environment.” “A painful process which is attracting a great deal of hostility internally.” 38% of HDCs were in favour of a total ban on social media in the office.
CEO Cornerstones Consider all audiences You can no longer speak to just one Think before you speak The New York Times Test! Consider content rather than tone Strip away negative tones and focus on the issue Scope Decide early what’s in and out Know your influencers Who MUST be reached in a crisis? Be honest, open and transparent
For Further Information: firstname.lastname@example.org @RobShimmin www.shimmin.biz 01580-713900 07799 714113