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Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
Rob Shimmin - Why CIOs Don't Tweet
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Rob Shimmin - Why CIOs Don't Tweet

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  • 1. “Why B2B CEOs Don’t Tweet”
    London 25th May 2010
    Rob Shimmin
  • 2. CEO Watching
    Thinking through the promises
    Explaining the actions
    Helping CEOs and directors talk about their brands
  • 3. 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
  • 4. Windfall Media Tracking
  • 5. 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
  • 6. 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?
  • 7. 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
  • 8. 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
  • 9. @dereksimpsonjgs
    Willie Walsh
  • 10. Social Media Is On The B2B Radar
    • Earning trust
    • 11. 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
  • 12. 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
  • 13. 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.
  • 14. 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
  • 15. For Further Information:
    rob@shimmin.biz
    @RobShimmin
    www.shimmin.biz
    01580-713900
    07799 714113

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