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Selling Social Media to the CEO

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Aedhmar Hynes, CEO, Text 100, presentation to PRSA Digital Impact Conference, 5/1/09

Aedhmar Hynes, CEO, Text 100, presentation to PRSA Digital Impact Conference, 5/1/09

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Selling Social Media to the CEO Selling Social Media to the CEO Presentation Transcript

  • Make cool
  • Hello.
  • EXPLOSION OF SOCIAL MEDIA Source: “Adults and Social Network Websites,” January 2009; Pew Internet & American Life Project Social media is moving from the ‘digirati’ to the mainstream
  • WHEN SOCIAL MEDIA GOES BAD
  • WHEN SOCIAL MEDIA GOES BAD
  • POSERS, MISCREANTS AND FELONS
  • JOHN MACKEY… OR ‘RAHODEB’?
  • THE FAKE STEVE JOBS “ I thought, wouldn’t it be funny if a C.E.O. kept a blog that really told you what he thought? That was the gist of it.” Dan Lyons to New York Times , 8/6/07
  • Today’s Reality
  • CEOs Wear MANY Hats
  • The is Mightier than the Sword Pen
  • The is Mightier than the Sword Mouse
  • The is Mightier than the Sword Tweet
  • “ There is no future for vanilla for most companies in a flat world.” Thomas Friedman The World is Flat
    • 70% of Americans don’t believe “all or most” media reporting
    Source: Sacred Heart University, January 2008
    • Most CEOs are
    • on the sidelines
  • Innovators Typical Traditionalists Envelope Pushers TYPES OF CEOS
  • The CEO’s Dilemma Does it produce ROI? Can it be measured? Can its influence be demonstrated? Can its power be demonstrated?
  • “ For companies, resistance to social media is futile . Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” B.L. Ochman, BusinessWeek , February 2009
  • Your reasons for participating in social media
  • Authenticity
  • ONE CORPORATE VOICE: The “Push” by the brand is not enough Your Brand The Media Analysts Partners Customers Academia
  • Customers have NO NEED to interact
  • THE AGE OF AUTHENTICITY: “ Pull” by the community Employees Analysts Investors Customers Media Bloggers Partners Academia Phase 1: Listen Phase 2: Prepare Phase 3: Engage
  • Brand Reputation
      • How much does media coverage contribute to Brand Value?
      • Media prominence accounts for 27% of the difference in Brand Value among the 100 most valuable brands.
  • HIGH INVOLVEMENT BRANDS Cisco ASR 9000 Edge Router LOW INVOLVEMENT BRANDS Juicy Fruit Gum
  • Reaching Stakeholders
  • CEOs in Second Life
  • “ There's only one medium where, theoretically, 2 million Americans could get up off their chairs one day and decide, ‘Damn it! I'm going to do it!’” Joe Trippi says. “ The Internet.” From Joe Trippi's Killer App by Linda Tischler Fast Company, October 2003
  • “ Other politicians I have met with are always impressed by the Web and surprised by what it could do, but their interest sort of ended in how much money you could raise. He was the first politician I dealt with who understood that the technology was a given and that it could be used in new ways.” Marc Andreessen Founder of Netscape
  • Customer Engagement
  • Thought Leadership
  • Customer Engagement
  • Measurement
    • Can you measure it?
    • Focus on metrics that make sense for your goals
        • Topics
        • Web Analytics
        • Audience Insights
        • Relationships
  • Ice Pop vs. Handheld portable frozen confection Search Engine Optimization Matters
  • The New Landscape
  • How Is Information Spreading? The Media is Influenced By Social Media
  • THE POWER 50 INFLUENTIAL BLOGS
  • But Don’t Count Out ‘Traditional Media’
  • Which Media Sources Do Blogs Trust?
  • Lessons Learned
  • CEOs no longer have complete control over their brand, image and reputation
  • CEOs MUST be aware of the conversations that are happening Listen Prepare Engage
  • CEOs MUST determine the business rationale and the return to the company
  • CEOs can’t stay on the sidelines.
  •  
  •