The Social CEO - How to steer a brand in the digital age

@larsvThe Social CEOHow to steer a brand in the digital age Lars Voedisch Communications Strategist lars@preciouscomms.com 1

The Social CEOHow to steer a brand in the digital age Human- • Personalizing your izing brand Your • Why CEO’s have to brand learn how to say ‘sorry’ • Building relationships • Thought leadership needs an edge

@larsvYour reputation is precious… • Communications Strategy • Traditional & Social Media Our services, Relations Your value! • Crisis Preparedness • Internal Communications • Media Training • Analysis, Measurement, Research Lars Voedisch Communications Strategist lars@preciouscomms.com

5Source: What happens on the Internet every 60 seconds - Rosa Golijan

It’s not about technology, It’s about relationships! 6Source: What happens on the Internet every 60 seconds - Rosa Golijan

Online Engagement? Customers are very demanding! [Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown © 2012 by PRecious Communications 8

How to Humanize Your Brand 1. Think Like a Social Network • Facebook: “We don’t draw a distinction between your mom and a bar of soap” 2. Start With Staff • Your employees are the most authentic expression of your brand 3. Create Access 11% • TaylorMade. “We are, first and foremost, golfers” 4. Treat Customers as Partners 13% 32% • Levi’s co-creating content, even products, 5. Reach Out To Key Individuals • Ford’s CEO calling influential SMB owner 6. Own Your Mistakes 7. Put Your Fans to Work • Cisco’s Networking Academy giving fans moderator privileges 8. Be Open to Debate 45% • Eloqua openly asking online community 9. Be Present • Don’t break the promise of engagementSource: 10 Ways to Humanize Your Brand On Social Media - Mashable © 2012 by PRecious Communications 10

How to Humanize Your Brand 1. Think Like a Social Network • Facebook: “We don’t draw a distinction between your mom and a bar of soap” 2. Start With Staff • Your employees are the most authentic expression of your brand 3. Create Access 11% • TaylorMade. “We are, first and foremost, golfers” 4. Treat Customers as Partners 13% 32% • Levi’s co-creating content, even products, 5. Reach Out To Key Individuals • Ford’s CEO calling influential SMB owner 6. Own Your Mistakes 7. Put Your Fans to Work • Cisco’s Networking Academy giving fans moderator privileges 8. Be Open to Debate 45% • Eloqua openly asking online community 9. Be Present • Don’t break the promise of engagementSource: 10 Ways to Humanize Your Brand On Social Media - Mashable © 2012 by PRecious Communications 11

Social Media’s Internal Impact CEOs Who Tweet Held in High Regard 82% of employees trust a company 11% more when the 13% 32% CEO and leadership team communicate via social media. 45%Source: CEOs Who Tweet Held in High Regard - eMarketer © 2012 by PRecious Communications 14

Social Media is about ContentWhat Should We Be Talking About? Industry… trends, news, E.g. Technology, data, advice Legislation, Competition Your… products, offers, service, peopleSource: Developing your conversation sphere - CommsCorner 16

Showing Off Your CEO? Get to Know Their Personal Story First • Learn their story: How do you distinguish your CEO from the pack? Get to know the CEO as an individual, and discover what his or her personal story is. How did this CEO rise to one of the highest job titles in the business world? • Make them human: Humanizing the CEO and relating the individual’s background to the vision of the company is a proven formula for success. • Expand the range of your CEO: In other words, have your CEO be comfortable with speaking about macro-trends, whether it relates to the Chinese economy, job growth or issues of the day. Thought leadership should be about more than just a company’s specific market.Source: Showing off your CEO – PR News © 2012 by PRecious Communications 17

What are the most used customer interaction methods? CEOs are changing the nature of work by adding a powerful dose of openness, transparency and employee empowermentSource: 2012 IBM Global CEO Study © 2012 by PRecious Communications 23

Stand up and be proud After I became CEO, the former head of the Bundesbank one day took me aside and gave me some valuable advice: “From now on, you must remember that you are two people. You are the person whom you and your friends know, but you are also a symbol for something. Never confuse the two. Don’t take criticism of the symbol as criticism of the person.” Josef Ackermann, Former CEO, Deutsche BankSource: Leading in the 21st century – McKinsey © 2012 by PRecious Communications 26

Are we too proud? Sorry seems to be the hardest word…• Dont RE-act right away• Acknowledge - Dont be angry• Admit the mistake and apologize• Take ownership• Ask for forgiveness and make the needed changes – use the magic words: “I’m sorry” and “thank you”Source: When Youre Wrong, Say Youre Sorry - SOLUTIONS: Social Media © 2012 by PRecious Communications 28

Key Learnings1) Speed is critical (on Twitter)2) Honesty is a virtue3) Make your CEO visible (in the right way)4) Brands have to be on alert in order to correct any false assumptions before they reach critical mass5) Track it Source: Not So SMRT: A Case Study of Communications Failure - Skribe © 2012 by PRecious Communications 29

Importance of Employee Engagement What drives perceptions within a company •Management is approachable, easy to talk to •I am given the resources an equipment necessary to do my job •Management keeps me informed about important issues and changes Trust in executives How to engage employees – can have more than Executive level twice the impact on •Trust: Speak with passion engagement levels •Communication: Priority in frequency, than trust in appropriateness and depth (what and why) •Culture: Hold themselves and peers immediate accountable in building the right culture that managers! fuels high performance and engagementSource: The importance of employee engagement – NBRI © 2012 by PRecious Communications 30

Effective Communication: Skills that make leaders stand out Effective Communication should pulse like a heartbeat •It’s not solely the responsibility of communication functions, but must rest with management at all levels •Leadership communications are a skill set that can (and should be) learnt •What’s the desired (behavioural) change of your communications efforts? It triggers down to a Leading, Involving, Listening, fundamental Informing question: •Traditionally over-emphasis on Informing •Nothing beats Walk-the-talk Whose responsibility is communication?Source: Effective Communication – Mercer © 2012 by PRecious Communications 31

Thought Leadership Needs To Be Leading!Some Ingredients Do you want to•Closeness to the customer have a point of•Understanding your customers’ needs for view or mainly communication and technology access aim for•A strong editorial voice agreement? © 2012 by PRecious Communications 32

Must-Does for CEOs in Social Media 1. Realize you shine bright in social mediums 2. Recognize your role as Chief Narrator 3. Anticipate social remarks being a part of a permanent public record 4. Don’t court controversy if you can’t take the heat 5. Despite the inherent risks embrace your humanitySource: The Five Must-Dos for CEOs In Social Media – Forbes © 2012 by PRecious Communications 35

@larsv Lars VoedischCommunications Strategistlars@preciouscomms.com

About us…• Independent, boutique communications consultancy• Based out of Singapore, at home in Asia and Europe• Globally connected via affiliation with +65 - 9170 2470 lars@preciouscomms.com larsvoed Facebook.com/PReciousComms 229 Mountbatten Road Twitter.com/PReciousComms #02-41 Mountbatten Square Singapore 398007

Who is… Lars Voedisch?International Communications Strategist• Lars is an experienced global communications and business professional with 15 years expertise in growing, managing and defending leading global brands’ reputation across industry sectors.Background & Expertise• Clients include: AT&T, Citi, Coca Cola, DBS, GIC, Honda, ING, Macquarie, Motorola, Panasonic, Porsche, Procter & Gamble, Yahoo!, VMware• Companies he worked for: Hitradio Antenne, AIESEC, DHL, Fleishman-Hillard, Dow Jones, Hill+Knowlton Strategies• Experience in public relations, internal communications, marketing, journalism, as well as M&A, crisis and change management• International working, training and team leadership experience on five continents• Sought-after moderator and speaker on social media, public relations and communications thought leadershipPersonal Background• German by birth; living in Asia (Hong Kong / Singapore) for 9 years 38

The Social CEO - How to steer a brand in the digital age

by Lars Voedisch on Jul 19, 2012

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