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SXSW submission slides
- 1. The rise of the social CEO Example slides for context
- 2. The way people consume information has changed Decline of the traditional daily news cycle Dominance of search engines Timelines (and algorithms), not homepages Personal referrals key
- 3. This change in consumption has affected B2B audiences 61% of executives primarily use mobile devices to consume news 60% of executives read an email newsletter as one their first three daily news sources 43% access the mobile web through a browser and/or social app 24% browser 23% Twitter 19% Facebook 12% LinkedIn
- 4. Media consumption is visual LinkedIn updates with an image lead to 98% more comments 80% of ALL internet traffic will be video this year
- 5. Visual increasingly means video LinkedIn now supports native video for individuals Easier than ever to produce Algorithms prioritise video Everyone is a broadcaster now
- 6. Identify what works for your CEO 6 THOUGHT LEADERSHIP: Focusing on themes and topics that are relevant to your company MAINTAINING A DRUMBEAT: Updating on what you are doing, who you are meeting, what events you are attending PERSONAL INTERESTS: Talk about your passion points
- 7. Trust no one
- 8. “Permanent changes in human communication are making trust building and online advocacy critical priorities for brands […] People trust information and corporate channels less, while trusting employees more. The way that brands connect with customers must change.” Web of Trust: The Case for the Social Workforce Chris Boudreaux and Susan F. Emerick
- 9. It should not be time consuming to get involved “Mr Cook shows you can be number one and spend about five minutes a week doing it.”
- 10. 10 Being more prolific on social
- 11. Define your scope and understand who you want to reach 11 Networking Building relationships Sourcing news Enhancing your thought leadership reputation Joining expert conversations Advocating Unum
- 12. Influencers Competitors Events Industry publicationsCompany profiles Your own opinions Curate your sources
- 13. Adopt some simple habits Build into your daily routine Let your personality come through Keep a note of articles you find interesting Invest 30 mins on a Monday Make use of things that you’re already doing
- 14. “Try explaining to a judge the difference between Tetris and Bioshock when he can’t open his email”
- 15. Thank you
Editor's Notes
- …there is a big appetite for social among executives like yourselves, and the people you need to be speaking with. These stats are based on a survey by online news outlet Quartz, who interviewed 940 executives from around the world Execs are primarily using their mobile to find news Email newsletters are not dead Most relevant for today, a high proportion of them are using social to access news – particularly Twitter, LinkedIn and, perhaps surprisingly, Facebook The audience that you’re looking to reach, they’re on social, they’re on their mobiles Source: http://www.brandchannel.com/2015/07/21/ceos-consume-content-072115/
- In terms of reaching those executives using social, it’s not enough just to use words anymore. Social in 2018 is visual: updates posted on LinkedIn or Twitter need to have an image to cut through. We want you to start thinking visual first, text second. Already, we know some of you have been encouraged to use Periscope at live events, this is great, and a strong example of how agile content is a strong route to telling a story around what you’re doing, and your expertise. Dynamic content (images, videos) is a necessary part of any social activity; it grabs people’s attention, and it means your posts are more likely to generate interactions
- This uncertainty and this scepticism around technology added up to an all pervasive theme, which is – who can we trust? We know that trust in traditional institutions and authority figures is in decline 44% of people in the US feel personally at risk of financial hardship (even those on relatively high salaries) 41% of young adults think that their job could be done by AI in the future Every tech innovation is trumped as the next big thing; as a brand or a company which one should I put my budget into?
- That may sound complicated, or time consuming – but it doesn’t have to be. We know you’re all extremely busy people, so we’re not here to suggest you dedicate huge amounts of time to social. You can get a lot of return from a minimal amount of investment; Tim Cook only tweets when he has something to say. He’s not prolific, but he has a big impact. Satya from Microsoft mixes up simple, quick RTs with sharing of Microsoft news and links to his LinkedIn content; we’d imagine that his 3-4 posts on an average week take him a maximum of 30 minutes, but the impact is big. As you’ll have seen when he posted about the Accenture collaboration. Source: https://next.ft.com/content/a1673100-2720-11e6-8ba3-cdd781d02d89
- Try to cut out any irrelevant noise. Instead, pick people / organisations / media that can be relied upon to give you content that’s interesting - both from a personal or a business point of view. We’ve added ‘Your own opinions’ as a note to say we don’t just want robotic RTs / re-shares - tell your followers WHY they should be interested or WHY you care about a particular topic or angle
- Don’t be afraid to start small, choose a platform and look at the feeds you find interesting and useful. Then think about how you could align to that, or borrow some of the principles of what makes it so good.
- A lot of talk at SXSW about how Government and policy is not keeping pace with technology Particularly with a new administration Congresswoman Suzan Delbene, US House Of Representatives: “The new Attorney General has a different point of view about encryption” Jeff Sessions: “Encryption serves many valuable and important purposes. It is also critical, however, that national security and criminal investigators be able to overcome encryption, under lawful authority, when necessary to the furtherance of national-security and criminal investigations.” Terah Lyons, Whitehouse Office of Science and Technology: Creating a friendly policy environment // Govt invests 1/8th of what industry invests in AI // often very short term thinking Not appointed a director for the Office of Science and Technology Policy, given that they haven’t appointed a chief technology officer for the United States