Rob Shimmin - Why CIOs Don't Tweet

“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

Windfall Media Tracking

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

@dereksimpsonjgs
Willie Walsh

Social Media Is On The B2B Radar
Earning trust
Having an industry voice
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:
rob@shimmin.biz
@RobShimmin
www.shimmin.biz
01580-713900
07799 714113

Rob Shimmin - Why CIOs Don't Tweet

by Kerry Bridge on May 25, 2010

Accessibility

Tags

Upload Details

Usage Rights

2 Embeds 29

Statistics

Rob Shimmin - Why CIOs Don’t Tweet — Presentation Transcript

http://www.slideshare.net	27
http://tweets.willcritchlow.com	2