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Social: a CEO perspective

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Social: a CEO perspective

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Social media is one of the most genuinely amazing, world-changing developments of the past ten years. On a global scale, embraced by all ages, nationalities and cultures, social media is a true phenomenon which has grown from a niche start in sites like Friendster and MySpace a decade ago into the behemoth that today includes LinkedIn, Twitter, Facebook, YouTube and the like.

Social media is one of the most genuinely amazing, world-changing developments of the past ten years. On a global scale, embraced by all ages, nationalities and cultures, social media is a true phenomenon which has grown from a niche start in sites like Friendster and MySpace a decade ago into the behemoth that today includes LinkedIn, Twitter, Facebook, YouTube and the like.

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Social: a CEO perspective

  1. 1. The CEO Dilemma -­‐ Social Media @@GGoorrddoonnMMaakkrryyllllooss
  2. 2. @GordonMakryllos #KINSHIP Agenda • Why Social? • The Reality? • The Opportunities? • Discussion Warning: More Ques/ons than Answers.
  3. 3. @GordonMakryllos #KINSHIP Why Social?
  4. 4. Is Social a fad? Will Social repeat this “disruptive technology” history in Business? • Mid @GordonMakryllos #KINSHIP 1980’s – No reason for a “personal computer”. • Mid 1990’s – No reason to connect to the “Internet”. • Late 2000’s – No reason to bring your own “personal devices” to work. • Early 201o’s -­‐ No reason to access “Social Networks”. • Today – No reason for CXO to be active on “Social Media”.
  5. 5. @GordonMakryllos #KINSHIP The Social Media Industry is not helping.
  6. 6. @GordonMakryllos #KINSHIP The Social Reality for Business. ü Your Employees are already on social ü Your Customers are already on social ü Your Community stakeholders are on social ü Your Customer’s customers are on social ü Your Partners are on social ü Your Future Employees are on social ü Your Future Customers are on social You’re already on Social Are you driving Your Social Strategy ?
  7. 7. @GordonMakryllos #KINSHIP The Brand Reality?
  8. 8. @GordonMakryllos #KINSHIP The Brand Reality What does the 1st page of Google say about your brand?
  9. 9. @GordonMakryllos #KINSHIP The Social Reality – Google Page 1 “Case Study – Me – 5,030 search results”
  10. 10. @GordonMakryllos #KINSHIP My Conversation My Followers Bio
  11. 11. The Social Reality How much are you investing in promoting & protecting your brand? @GordonMakryllos #KINSHIP The Reality: The 1st page of Google is your brand • Google searches & indexes comments in Social. • Your brand is impacted by all comments– both negative & positive. • First page of Google for your brand is what counts as your brand. • Comments on Social networks influence Google’s rankings.
  12. 12. @GordonMakryllos #KINSHIP The Social Reality Implications of not managing Social? • Surrender your online brand perception to anyone in social media who cares to have a voice? • Squander your efforts to build brand values and brand equity? • Failing to effectively connect your corporate values with the community, customers and employees? Are you optimising your ROI ?
  13. 13. @GordonMakryllos #KINSHIP The Opportunities?
  14. 14. @GordonMakryllos #KINSHIP
  15. 15. @GordonMakryllos #KINSHIP
  16. 16. @GordonMakryllos #KINSHIP
  17. 17. @GordonMakryllos #KINSHIP The Customer Journey has changed Across B2B and B2C Social is playing a major part
  18. 18. @GordonMakryllos #KINSHIP B2B are Actively Deploying Social • B2B firms are actively using a range of social platforms. • 83% of B2B buyers research online before making a purchase decision. • Perceptions of CxO re Social Media is not aligned to the facts of how successful B2B businesses are using it.
  19. 19. @GordonMakryllos #KINSHIP Global Investment in a Digital World Where the investment is going
  20. 20. @GordonMakryllos #KINSHIP Benefits of Digital / Social Investment Impacts the bottom line: • Customer Sat • Loyalty • Lead generation • Conversion
  21. 21. 3 @GordonMakryllos #KINSHIP Opportunities Exist Across Ecosystem Challenge is to prioritise OPERATIONAL EXCELLENCE INTERNAL (Employees) SOCIAL SALES / REVENUE PARTNER ENGAGEMENT PRODUCT / SERVICE IDEAS TALENT ACQUISITION EXTERNAL (Customers, Partners, Media) 2 SOCIAL TECHNOLOGIES INSIDE & OUTSIDE THE ENTERPRISE BRAND PROMOTION / PROTECTION CAUSE MARKETING CRISIS MANAGEMENT CUSTOMER SUPPORT COLLABORATION CUSTOMER CENTRICITY TALENT RETENTION PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY SOCIAL BRAND 1 4
  22. 22. @GordonMakryllos #KINSHIP Social Strategy an ongoing journey Social Strategy Governance Program • Single strategy framework • Architecture, Technologies, and Analytics centrally implemented • Social assets governance • Integrated into operational processes • Process based execution • Managed content Establish Enhance Evolve Cause Marketing Online Reputation Management Promote Protect Divisional Connect Customer Support Connect staff, supply-chain, customers and their customers Organisational-wide customer support inclusive of C-level Targeted promotion Owned & Earned Marketing Crisis Management Proactive Protection Increase advocacy Integrated & consolidated transactional SCRM capability Incorporate Big Data into sales Transact
  23. 23. Discussion? @@GGoorrddoonnMMaakkrryyllllooss
  24. 24. @GordonMakryllos #KINSHIP Social Networking is Big and Active
  25. 25. @GordonMakryllos #KINSHIP
  26. 26. @GordonMakryllos #KINSHIP @GordonMakryllos Follower Gender Follower Growth
  27. 27. @GordonMakryllos #KINSHIP CEO Global and Australian Conversation
  28. 28. @GordonMakryllos #KINSHIP Australian CEO’s on Twitter
  29. 29. KINSHIP and Social Media Executive Overview
  30. 30. KINSHIP is the web of social rela/onships that form an important part of the lives of most humans in most socie/es @michae1green @Michae1Green" #KINSHIP
  31. 31. SOCIAL THE BRIGHT & SHINY “THING” CALLED …. MEDIA #KINSHIP
  32. 32. CORE BUSINESS REMAINS THE SAME
  33. 33. Implications on you • Social is about engagement and relationships • Fit social into your business - not the other way around • Social is not a Silo • Social involves your entire Organisation • Engagement cannot be Outsourced • Success requires Engagement without Fear • Social is based on Sharing • Social is Not Ad Hoc • Fish where the fish are • Social is Measurable YOU MUST BE PREPARED TO TRANSFORM YOUR BUSINESS AT THE SPEED OF CHANGE 33 #KINSHIP
  34. 34. 34
  35. 35. How The Center of Excellence Integrates Within The Organisation Customer Management ! ! Customer! Support! Knowledge Management & CMM Best Practice Sharing" ! Insights! ! STRATEGY & USE CASE DEFINITION! EXECUTION! MEASUREMENT! Marketing & Organisational Readiness! Training! Policies! Technology! Content Plan! Social Integration! Measurement Framework & Reporting! Campaigns & Initiatives! General Community Management! Paid, Owned and Earned Media! Customer Support! Competitor, Market & Campaign Reporting! Maturity Model (CMM) Benchmarking! PR and Corporate ! Communications! (ORM)! Marketing &! Product/Service ! Operations ! ! ! Ecosys!tem! (Partners, " Influencers" Industry) " Engagement! Digital Media Center of Excellence" @Michae1Green" ! ! Sales and ! Revenue! Generation! ! ! #KINSHIP
  36. 36. Questions of us? 36

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