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Rob Shimmin - Why CIOs Don't Tweet

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Rob Shimmin - Why CIOs Don't Tweet

  1. 1. “Why B2B CEOs Don’t Tweet”<br />London 25th May 2010<br />Rob Shimmin<br />
  2. 2. CEO Watching<br />Thinking through the promises<br />Explaining the actions<br />Helping CEOs and directors talk about their brands<br />
  3. 3. Very Few CEOs Blog Or Tweet <br />CEOs communicate<br />Some brilliantly - everywhere<br />Some have strong and weak areas<br />Should they use social media?<br />Some do. Most don’t. <br />Is it time? Control? Permanence? Restrictions?<br />“My company is not a democracy. It is there to serve shareholders.”<br />- Watson Helsby Research<br />
  4. 4. Windfall Media Tracking<br />
  5. 5. Being a B2B CEO<br />Control is a big part of their life<br />Stock market listing creates rules that have to be followed<br />Advisors rarely advocate less control<br />They worry about a small number of VERY important contacts<br />80/20 rule. <br />Motivated by hiring and getting the best from employees<br />Really pushing collaboration, innovation, creative thinking, etc<br />Often working with many partners to deliver a product/service<br />And are mindful of the perception of their customer’s customer<br />
  6. 6. B2B & B2C – Closer Than You Think<br />When you last flew....who’s engines got you up there?<br />If one of these claimed its engine was ‘ash safe’ .... would it influence your choice of airline?<br />
  7. 7. Triggers For This Topic<br />Crisis<br />People are discussing us!<br />Competition<br />They sound smart on an topic we care about<br />Cost effectiveness<br />Look at the reach of this!<br />A powerful channel<br />To customers & employees<br />
  8. 8. B2B Crisis & Social Media<br />A crisis is not the time to launch your presence<br />Suddenly everything is watched<br />Old, uninteresting content becomes interesting<br />While some take to it perfectly well. Some are not so comfortable<br />Play to your CEO’s strong points<br />
  9. 9. @dereksimpsonjgs<br />Willie Walsh<br />
  10. 10. Social Media Is On The B2B Radar<br /><ul><li>Earning trust
  11. 11. Having an industry voice</li></ul>Building communities<br />Monitoring issues<br />Getting ready for consumer needs & concerns<br />Talking to employees<br />Listening too<br />Driving innovation<br />Encouraging idea sharing <br />Recruiting talent<br />Leveraging connections<br />
  12. 12. Top 10 Challenges For HDCs*<br />http://tinyurl.com/3x2l2xc<br />Lack of understanding<br />Loss of control<br />Demographic apartheid <br />Fragmentation of media<br />Speed of change & response<br />Rules of engagement<br />Privacy and corporate security<br />Finding good people<br />Lack of effective metrics<br />Ownership of digital<br />* Heads Of Digital Communications<br />
  13. 13. Watson Helsby Research <br />Under 30’s are the ‘digital natives’<br />But they lack the all-round communications skills, gravitas and credibility <br />“Digital communications is a destabilising force in a bureaucratic environment.”<br />“A painful process which is attracting a great deal of hostility internally.”<br />38% of HDCs were in favour of a total ban on social media in the office.<br />
  14. 14. CEO Cornerstones<br />Consider all audiences<br />You can no longer speak to just one<br />Think before you speak<br />The New York Times Test!<br />Consider content rather than tone<br />Strip away negative tones and focus on the issue<br />Scope <br />Decide early what’s in and out<br />Know your influencers<br />Who MUST be reached in a crisis?<br />Be honest, open and transparent<br />
  15. 15. For Further Information:<br />rob@shimmin.biz<br />@RobShimmin<br />www.shimmin.biz<br />01580-713900<br />07799 714113<br />

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