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What Doesn't My CEO
Get About Social Media?
             Ryan Cohn
     VP, Social/Digital Operations
         Sachs Media Group
The Evolution of Social Business


The two most important criteria for a successful social
  business strategy are that it is:

•
    Clearly aligned with strategic business goals of
    an organization.
•
    Has organizational alignment and support that
    enables execution of that strategy.

      Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013
      Study of 698 executives and social strategists about their social media efforts,
                  conducted online during Q4 2012 by Altimeter Group
The Evolution of Social Business




           Half of all executives
      are not informed, engaged, or
       aligned with their company’s
          social media strategies
             in any capacity.
We must overcome differences and
    bring both sides together.
How do we turn potentially the biggest
resistors into top advocates?



    Analyze how senior leadership views social

    Reframe misconceptions and perceptions

    Connect social strategy to organizational
    objectives

    Encourage senior leadership social involvement
How Senior Leadership Views Social


 •
     16% of CEOs on social
     –    Expected to rise to 57% within 5 years
 •
     LinkedIn is the only platform with more CEOs
     than general population
     –    (26% of CEOs compared to 20% of general population)

         IBM Global CEO Study: Quantitative study of 1709 CEOs, general managers
         and senior public sector leaders, conducted face-to-face during 2012 by IBM
How Executives Use Social Media
Who Taught CEOs About Social?
Who Taught CEOs About Social?


 
     Older established professionals
 
     Family members (kids and spouses)
     When executives see their kids on phones all the time,
      that's their perception of social media.

     Heard from countless executives: “I'm not on
      Facebook, but my wife is constantly on there looking
      at family photos.”
 
     Threatening groundswells and prominent news stories
“Huge ROI can be gained just by measuring
  changes that stem from listening. It’s sad to
say, but the only changes I have seen are those
   due to large or threatening groundswells.”
  “And in my view, change was only made to
              silence the noise.”

           - Frank Eliason, SVP of Social Media, Citi
Reframing Misconceptions and Potentially
Damaging Perceptions



    Audiences and tactics have matured.


    Social media role's extends beyond customer
    service and brand awareness.


    Educate on the opportunities in risk/crisis
    mitigation, brand protection and reputation
    management, recruiting/staffing, etc.
“Social networks have evolved to become
   knowledge and communication networks, and
    access to thought leadership content is now
the primary reason professionals visit networks and
 communities. Professionals are collaborating with
 each other through the thought leadership content
          they generate, curate or share.”

        The Society for New Communications Research's (SNCR)

          New Symbiosis of Professional Networks Study, 2012
Stop Calling It “Social Media”




                                 IDG Enterprise’s 2013 B2B
                                 Lead Generation Trends
                                 Survey
Connecting Social Strategy to
Organizational Objectives

Perspective of 2-3 years ago: C-Level knows social/digital has
  to be done, but don't know where to start.

Now: They're getting it more and more with
  strong implementation and metrics.
The Evolution of Social Business




  Only 34% of businesses felt that their
   social strategy was connected to
          business outcomes.

      Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013
      Study of 698 executives and social strategists about their social media efforts,
                   conducted online during Q4 2012 by Altimeter Group
Great Example: John Hayes
Chief Marketing Officer, American Express
The Social Media ROI Pyramid




Jeremiah Owyang, The Altimeter Group
Encouraging Senior Leadership
Involvement in Social Media

  Getting your C-Level leadership personally
   active on social networks increases embrace
   of social strategies and helps to change
   misconceptions.

  
      Long term strategy

  
      Will not work for all organizations/executives

  
      Be mindful of compliance and regulations
Trick to Increase Social Activity:
    Focus on Employee Relations




Get C-Level active on social for employee acquisition,
retention and company morale purposes.
Employees Perspectives of Executive
Leadership Social Media Participation

•
    82% were more likely or much more likely to trust a company whose
    leadership team engages with social media.
•
    78% would prefer to work for a company whose leadership is active
    on social media.
•
    81% believe that CEOs who engage in social media are better
    equipped than their peers to lead companies in a web 2.0 world.
•
    85% believe that CEOs can use social media channels to improve
    engagement with employees.
•
    86% rated CEO social media engagement as either somewhat
    important, very important or mission critical.


                                    Source: BrandFog 2012 CEO Study
How do we turn potentially the biggest
resistors into top advocates?



    Reframe misconceptions and perceptions


    Connect social strategy to organizational
    objectives


    Encourage senior leadership social involvement
Questions? Comments?

    Twitter: @RyanCohn
Email: rcohn@sachsmedia.com
   Phone: (850) 222-1996

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What Does My CEO Not Get About Social Media?

  • 1. What Doesn't My CEO Get About Social Media? Ryan Cohn VP, Social/Digital Operations Sachs Media Group
  • 2. The Evolution of Social Business The two most important criteria for a successful social business strategy are that it is: • Clearly aligned with strategic business goals of an organization. • Has organizational alignment and support that enables execution of that strategy. Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013 Study of 698 executives and social strategists about their social media efforts, conducted online during Q4 2012 by Altimeter Group
  • 3. The Evolution of Social Business Half of all executives are not informed, engaged, or aligned with their company’s social media strategies in any capacity.
  • 4. We must overcome differences and bring both sides together.
  • 5. How do we turn potentially the biggest resistors into top advocates?  Analyze how senior leadership views social  Reframe misconceptions and perceptions  Connect social strategy to organizational objectives  Encourage senior leadership social involvement
  • 6. How Senior Leadership Views Social • 16% of CEOs on social – Expected to rise to 57% within 5 years • LinkedIn is the only platform with more CEOs than general population – (26% of CEOs compared to 20% of general population) IBM Global CEO Study: Quantitative study of 1709 CEOs, general managers and senior public sector leaders, conducted face-to-face during 2012 by IBM
  • 7. How Executives Use Social Media
  • 8. Who Taught CEOs About Social?
  • 9. Who Taught CEOs About Social?  Older established professionals  Family members (kids and spouses) When executives see their kids on phones all the time, that's their perception of social media. Heard from countless executives: “I'm not on Facebook, but my wife is constantly on there looking at family photos.”  Threatening groundswells and prominent news stories
  • 10. “Huge ROI can be gained just by measuring changes that stem from listening. It’s sad to say, but the only changes I have seen are those due to large or threatening groundswells.” “And in my view, change was only made to silence the noise.” - Frank Eliason, SVP of Social Media, Citi
  • 11. Reframing Misconceptions and Potentially Damaging Perceptions  Audiences and tactics have matured.  Social media role's extends beyond customer service and brand awareness.  Educate on the opportunities in risk/crisis mitigation, brand protection and reputation management, recruiting/staffing, etc.
  • 12. “Social networks have evolved to become knowledge and communication networks, and access to thought leadership content is now the primary reason professionals visit networks and communities. Professionals are collaborating with each other through the thought leadership content they generate, curate or share.” The Society for New Communications Research's (SNCR) New Symbiosis of Professional Networks Study, 2012
  • 13. Stop Calling It “Social Media” IDG Enterprise’s 2013 B2B Lead Generation Trends Survey
  • 14. Connecting Social Strategy to Organizational Objectives Perspective of 2-3 years ago: C-Level knows social/digital has to be done, but don't know where to start. Now: They're getting it more and more with strong implementation and metrics.
  • 15. The Evolution of Social Business Only 34% of businesses felt that their social strategy was connected to business outcomes. Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013 Study of 698 executives and social strategists about their social media efforts, conducted online during Q4 2012 by Altimeter Group
  • 16. Great Example: John Hayes Chief Marketing Officer, American Express
  • 17. The Social Media ROI Pyramid Jeremiah Owyang, The Altimeter Group
  • 18. Encouraging Senior Leadership Involvement in Social Media Getting your C-Level leadership personally active on social networks increases embrace of social strategies and helps to change misconceptions.  Long term strategy  Will not work for all organizations/executives  Be mindful of compliance and regulations
  • 19. Trick to Increase Social Activity: Focus on Employee Relations Get C-Level active on social for employee acquisition, retention and company morale purposes.
  • 20. Employees Perspectives of Executive Leadership Social Media Participation • 82% were more likely or much more likely to trust a company whose leadership team engages with social media. • 78% would prefer to work for a company whose leadership is active on social media. • 81% believe that CEOs who engage in social media are better equipped than their peers to lead companies in a web 2.0 world. • 85% believe that CEOs can use social media channels to improve engagement with employees. • 86% rated CEO social media engagement as either somewhat important, very important or mission critical. Source: BrandFog 2012 CEO Study
  • 21. How do we turn potentially the biggest resistors into top advocates?  Reframe misconceptions and perceptions  Connect social strategy to organizational objectives  Encourage senior leadership social involvement
  • 22. Questions? Comments? Twitter: @RyanCohn Email: rcohn@sachsmedia.com Phone: (850) 222-1996