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Selling Social Media to the CEO


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Aedhmar Hynes, CEO, Text 100, presentation to PRSA Digital Impact Conference, 5/1/09

Published in: Business
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Selling Social Media to the CEO

  1. Make cool
  2. Hello.
  3. EXPLOSION OF SOCIAL MEDIA Source: “Adults and Social Network Websites,” January 2009; Pew Internet & American Life Project Social media is moving from the ‘digirati’ to the mainstream
  8. THE FAKE STEVE JOBS “I thought, wouldn’t it be funny if a C.E.O. kept a blog that really told you what he thought? That was the gist of it.” Dan Lyons to New York Times, 8/6/07
  9. Today’s Reality
  10. CEOs Wear MANY Hats
  11. The Penis Mightier than the Sword
  12. The Mouseis Mightier than the Sword
  13. The Tweetis Mightier than the Sword
  14. “There is no future for vanilla for most companies in a flat world.” Thomas Friedman The World is Flat
  15. 70% of Americans don’t believe “all or most” media reporting Source: Sacred Heart University, January 2008
  16. Most CEOs are on the sidelines
  17. Innovators Typical Traditionalists Envelope Pushers TYPES OF CEOS
  18. The CEO’s Dilemma Does it produce ROI? Can it be measured? Can its influence be demonstrated? Can its power be demonstrated?
  19. “For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” B.L. Ochman, BusinessWeek, February 2009
  20. Your reasons for participating in social media
  21. Authenticity
  22. ONE CORPORATE VOICE: The “Push” by the brand is not enough Analysts Partners Customers Academia Your Brand
  23. Customers have NO NEED to interact
  24. THE AGE OF AUTHENTICITY: “Pull” by the community Employees Analysts Investors Customers Media Bloggers Partners Academia Phase 1: Listen Phase 2: Prepare Phase 3: Engage
  25. Brand Reputation
  26. How much does media coverage contribute to Brand Value?
  27. Media prominence accounts for 27% of the difference in Brand Value among the 100 most valuable brands.
  28. Cisco ASR 9000 Edge Router Juicy Fruit Gum
  29. Reaching Stakeholders
  30. CEOs in Second Life
  31. “There's only one medium where, theoretically, 2 million Americans could get up off their chairs one day and decide, ‘Damn it! I'm going to do it!’” Joe Trippi says. “The Internet.” From Joe Trippi's Killer App by Linda Tischler Fast Company, October 2003
  32. “Other politicians I have met with are always impressed by the Web and surprised by what it could do, but their interest sort of ended in how much money you could raise. He was the first politician I dealt with who understood that the technology was a given and that it could be used in new ways.” Marc Andreessen Founder of Netscape
  33. Customer Engagement
  34. Thought Leadership
  35. Customer Engagement
  36. Measurement
  37. Can you measure it? Focus on metrics that make sense for your goals Topics Web Analytics Audience Insights Relationships
  38. Ice Pop vs. Handheld portable frozen confection Search Engine Optimization Matters
  39. The New Landscape
  40. How Is Information Spreading?
  42. But Don’t Count Out ‘Traditional Media’
  43. 1,236,184 602,057 474,527 326,805 296,890 235,066 200,834 158,682 144,609 130,396 129,674 82,306 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 The New York Times Engadget The Washington Post The Huffington Post CNN Reuters Los Angeles Times Time Chicago Tribune USA Today San Francisco Chronicle BusinessWeek Which Media Sources Do Blogs Trust?
  44. Lessons Learned
  45. CEOs no longer have complete control over their brand, image and reputation
  46. CEOs MUST be aware of the conversations that are happening Listen Prepare Engage
  47. CEOs MUST determine the business rationale and the return to the company
  48. CEOs can’t stay on the sidelines.