Ready to launch the greatest social media campaign ever? In many organizations, you'll have to get the approval of a senior leadership team. In this presentation, you'll learn a variety of insights, strategies and tactics for overcoming executive resistance toward social media efforts.
Presented by Ryan Cohn, Vice President of Social/Digital Operations at Sachs Media Group, at the Social Fresh EAST Conference in Tampa on April 19, 2013.
What Doesnt My CEOGet About Social Media? Ryan Cohn VP, Social/Digital Operations Sachs Media Group
The Evolution of Social BusinessThe 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 biggestresistors 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
Who Taught CEOs About Social? Older established professionals Family members (kids and spouses) When executives see their kids on phones all the time, thats their perception of social media. Heard from countless executives: “Im 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 tosay, 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 PotentiallyDamaging Perceptions Audiences and tactics have matured. Social media roles 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 nowthe 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 Researchs (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 toOrganizational ObjectivesPerspective of 2-3 years ago: C-Level knows social/digital has to be done, but dont know where to start.Now: Theyre 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 HayesChief Marketing Officer, American Express
The Social Media ROI PyramidJeremiah Owyang, The Altimeter Group
Encouraging Senior LeadershipInvolvement 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 RelationsGet C-Level active on social for employee acquisition,retention and company morale purposes.
Employees Perspectives of ExecutiveLeadership 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 biggestresistors into top advocates? Reframe misconceptions and perceptions Connect social strategy to organizational objectives Encourage senior leadership social involvement