The Social CEO: New Rules of Engagement


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A presentation delivered to SMB CEOs considering how "social" they need to be with the many hats they currently wear. Discusses the new rules of engagement in communications.

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  • When asked to speak to this group, your organizers suggested I discuss how much things have changed, how far we’ve come – not just in PR and communications, but as a society. That’s somewhat of a tall order, since when I was asked three months ago to participate I had no idea how relevant things would be on this very day. That’s how fast things are changing. My hope today is to do two things: Expand your awareness of what’s happening in the communications field and how it reflects the changing landscape of businessProvide some direction as to where to possibly start. The good news is that there really aren’t many rules in this new world order, The bad news is that there really aren’t many rules in this new world order!
  • Do you ever feel like this? Imagine being a CEO in the communications field! Trust me, the pressure is even stronger on us folks in the field.
  • Bottom line: this is not a fad, everyone, the most important thing to take away is that this is not a discussion about Facebook or Linked In, or MySpace or Twitter – I will briefly touch on those particular tools, but THEY are not the issue. Human nature has progressed to a point of transparency, collaboration, social networking, regardless of what platform of logo’d product they use. Don’t lose sight of this, it’s not going away.
  • To just give yourself a sanity check, many of you may believe you are not ready. This is not a joke, although it may sound like one. I’ve had clients who have to check the box by at least one of two of these items and we’ll declare they are NOT ready. That’s Ok – don’t rush, be smart. Just know what you’re getting into.
  • Going to try to boil it down. 3 key reasons that you can gain from making these investments in time and resources.
  • How many of you have said to someone, or have had it said to you: “didn’t you get my email? I told you about that…”It’s getting worse ladies and gentlemen…
  • Three Accomplishments:Enjoying a positive sentiment online compared to the negative mentions in 2008.Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth. Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction.
  • Janet
  • The Social CEO: New Rules of Engagement

    1. 1. The Social CEO:New Rules for Customer Engagement<br />Elizabeth Shea<br />SpeakerBox Communications<br />November 19, 2009<br />Presidents’ Forum of Metro Washington<br />NOTE: I disclose that to the best of my ability, I have attempted to give every source its proper credit, so if I have misrepresented anyone or anything, it was not my intent, and I am happy to rectify! <br />
    2. 2.
    3. 3. So Yesterday vs. So Right Now<br />YESTERDAY<br />Faxed press releases<br />Website optional<br />Golden reporter rolodex<br />Wall Street Journal article<br />Printed “clip” books<br />Embargoed “exclusives”<br />Press kits<br />TODAY<br />Viral videos<br />SEO or No-Go<br />Followers with authority<br />Huffington Post shoutout<br />Google analytics<br />Breaking stories on Twitter<br />Wikipedia<br />
    4. 4. Introductions…<br />Elizabeth Shea: President & CEO of SpeakerBox, founded in 1997<br />(Competing with Elizabeth Shea, <br />country-western singer, for first page ranking)<br />SpeakerBox Communications is a $2M technology PR firm<br /> (Competing with the new Bud Light Speaker Box tailgate toy). <br />
    5. 5.
    6. 6. 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. <br />- B.L. Ochman, BusinessWeek, February 2009<br />
    7. 7. How to know if you’re NOT ready:<br />Website stinks<br />Understaffed for current efforts<br />Lack of leadership support<br />Basic SEO has not been done<br />Website metrics not in place<br />No communication strategy<br />No belief in transparency<br />Crappy product<br />Sales funnel is broken<br />Don’t care what customers think<br />- KippBodnar,<br />
    8. 8. New Rules: Customer Engagement<br />1.<br />LISTEN<br /> LEARN<br /> LEADS!<br />2.<br />3.<br />
    9. 9. LISTEN<br />Audit yourself: It is every CEO’s job, not just the job of marketing<br />Google Search / Google Alerts<br /><br /><br /> /<br /><br />
    10. 10. What Do You Hear?<br /> At a minimum, the expectation is that you are listening<br />
    11. 11. Case in Point…One Year Ago…<br />YouTube Video<br />
    12. 12. Fallout...<br /><ul><li>Motrin site crashed
    13. 13. Mothers boycotted
    14. 14. Motrin pulled ad (late)
    15. 15. Video backlash posts
    16. 16. #motrinmoms #1 search</li></li></ul><li>1st Page Search on “Motrin” Today:<br />
    17. 17. Case in Point:<br />YouTube Video<br />
    18. 18. Gulp…<br />
    19. 19. And it just keeps going…<br />
    20. 20. Still…<br />And GOING:<br />Quick search 11/18/09 12:34 pm<br />
    21. 21. LEARN<br />It has never been easier to give your customers what they desire. <br />If you’ve listened, you can learn!<br />
    22. 22. Engagement Varies by Industry<br />Source:<br />
    23. 23. Learn What Your Customers Want<br />Social media listening posts help you learn what customers want<br />Open a channel to see who walks through<br />Incorporate into your product strategies, customer support procedures, communication strategies<br />
    24. 24. B2B Case Study<br />Social Media Swami, Hired 2006<br />Self-described listening post <br />and speaker on topics such as <br />“Selling Social Media To Your Boss”<br />Source: ShashiBellamkonda<br />4 goals in social media strategy: <br /><ul><li> Brand/reputation management
    25. 25. Connecting with customers
    26. 26. Community outreach
    27. 27. New business (leads!)</li></li></ul><li>Turn the Brand Around<br />
    28. 28. Turn the Brand Around<br />
    29. 29. Sentiment over time<br />
    30. 30. LEADS!<br />Search <br />+ Content <br />+ Social Media <br />= Leads*<br />* HubSpot, 2009, Inbound Marketing Software Provider<br />
    31. 31. Buyers Used to Solve Problems:<br />Talking to Salespeople<br />Product Literature<br />Tradeshow attendance<br />Reading articles or ads, commercials<br />©2008 Online Marketing Connect Institute<br />
    32. 32. Now They Solve Problems:<br />Google searches<br />Online portals and news sites<br />User-generated content and opinions<br />Word of “mouse”<br />Direct to company websites<br />©2008 Online Marketing Connect Institute<br />
    33. 33. IT ALL STARTS WITH SEARCH<br />
    34. 34. Keys to High Search Rankings<br />Select good keywords<br />Dynamic site, keyword-centric content strategy<br />Inbound links from high authorities<br />
    35. 35. You Then Need Good CONTENT<br />
    36. 36. Content strategy plans for the creation, publication, and governance of useful, usable content.<br />- Kristina Halvorson, President, Brain Traffic and ©A List Magazine<br />
    37. 37. What Qualifies as Content?<br />Website<br />Press releases<br />eBooks<br />Blog comments<br />Twitter feeds<br />Photos/Videos<br />Blog Posts<br />Articles by 3rd party<br />Surveys<br />Product Reviews<br />Whitepapers<br />Social conversations<br />
    38. 38. Then It’s All About Being SOCIAL<br />
    39. 39. Twitter Sidebar…<br />
    40. 40. Twitter In Social<br />
    41. 41. Twitter Stats<br />4.3M unique visitors in August 2008 (comScore)<br />54.7 Unique visitors in August 2009 (comScore)<br />Average age: 31(Pew Internet & American Life Project)<br />Fastest Growing Twitter Age Group: 35-54 <br />BTW: “Teens Don’t Tweet” (Mashable)<br />
    42. 42. Twitter Stats by Gender and Age<br />
    43. 43. Don’t Try to Boil the Ocean<br />
    44. 44. C-level Checklist<br /><ul><li>Establish your listening posts
    45. 45. Twitter, Technorati, Google Alerts, Search
    46. 46. Encourage/embrace execution by team
    47. 47. Establish your personal CEO dashboard
    48. 48. Give it 6-12 months, determine ROI</li></li></ul><li>Sample CEO Dashboard<br /> ranking (unique visitors vs competitors)<br /> rank (tracks website efficacy)<br /># inbound marketing leads (CRM, Hubspot, Leadlander)<br />Authority ranking (Technorati)<br />Lead conversion rate (Eloqua, SilverPop, Marketo)<br />Crisis or social media sentiment (Radian6)<br />Level of engagement (optional)<br />
    49. 49. So, GET SOCIAL!<br />Thank You For Your Attention<br />Elizabeth Shea<br /><br />Twitter: @eliz2shea<br /><br />