WPO-EA Social Media for Executive Assistants


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Ed Schipul speaks to the WPO Exec. Assistants Group on the benefits and strategy of social media.

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  • Ursula M. Burns serves as Madam Chairman & CEO of Xerox\nShe is the first African-American woman CEO to head a Fortune 500 company\nUrsula started as an Intern in 1980 and in 1990 was offered the job of Executive Assistant by then Chairman Paul Allaire - she almost didn’t take it because she thought it was a dead-end\nIn 2009 she was named CEO\n
  • Why are you an executive assistant? It’s not exactly a relaxing job...\n
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  • Let’s look at some stats -\nCEO.com did a study in July 2012 and found that 70% of Fortune 500 CEOs have ZERO social media presence.\n
  • Only 9 Fortune 500 CEOs have tweeted in the last 100 days\n
  • Only 2 Fortune 500 CEOs have more than 500 friends on Facebook\n
  • This is Kris Kristofferson. He is a wolf puppet made out of rabbit fur that we purchased from Jenny Lawson The Bloggess. He has almost 300 friends on Facebook. He is not a real person.\n\nAs of this morning, I have 1,669 friends on Facebook\n
  • But CEOs have their own mindset. Some things CEOs do (that I swore I never would) I know understand. Such as:\nHave a pretentiously large desk, Drive a luxury car, Use an executive bathroom\nUse a private “off the grid” communication channel, Have an executive assistant\n
  • But they do get it, and they do care - so let’s talk about Social Media when it comes to CEOs\n
  • There are typically three types of CEOs online:\n* Those that don’t want anything to do with it\n* Those that REALLY really want to participate\n* And those that are scared\n\n
  • Ok so some don’t get it. That’s ok. Stats on why it matters:\n 82% of people more likely to trust a company whose CEO engages in social media\n 77% more willing to buy from company whose leadership reflects mission through social media\n\n
  • Customers see value in CEOs on Social Media - and so do employees\n
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  • Strategy Example - Tell people how to talk about you\n\nPrince reduced his value to the company by changing his name to an unpronounceable symbol so they couldn’t plug him\n
  • TELEGRAM\nYou have to tell them how to talk about you - now more than ever\n
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  • According to Jeremiah Owyang, there are four basic types of brands online.\n
  • Actual CEO tweets -\nSo for those whose boss is REALLY into Social Media, let’s talk about monitoring. Sometimes CEOs tweet crazy things.\n
  • Link: http://money.usnews.com/money/blogs/luxe-life/2009/03/30/dallas-mavericks-owner-mark-cuban-fined-for-twitter-comments\n
  • Sometimes they get the business in trouble... Mark Cuban frequently retweets people who talk trash about him (often they say really nasty things) and in 2009 was fined $25K three times for Twitter comments calling out a bad call\n\nLink: http://money.usnews.com/money/blogs/luxe-life/2009/03/30/dallas-mavericks-owner-mark-cuban-fined-for-twitter-comments\n\nShow actual tweet\n
  • Sometimes they say mean things that maybe aren’t the best representation of the brand or would make employees uncomfortable\n\nLeft - Local Houston CEO\nRight - GoDaddy CEO bragging about being an asshole\n
  • Or sometimes they post really strange things at 4 AM...\n
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  • Logos - Google Alerts, Social Mention, Hootsuite, RSS feed reader Google Reader\n
  • So to go back to our original question - why do Executive Assistants become CEOs?\n
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  • Your role is big - and it ain’t easy\n
  • And neither is running a business\n
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  • WPO-EA Social Media for Executive Assistants

    1. 1. ALL CEOSARE CRAZYAnd Why Executive AssistantsBecome CEOs (Like Ursula Burns)Ed Schipul | www.schipul.com | @eschipul
    2. 2. A CEO’s Job:ServantTeacherCoach
    3. 3. Ursula Burns,CEO
    4. 4. Why areyou anExecutiveAssistant?
    5. 5. TO WORKWITH CEOS!• Who are always right!• Who see Brad Pitt in the mirror!• Who bark orders! flickr.com/photos/oter/3104958433
    6. 6. ceo.com/marketing/infographic-how-social-are-fortune-500-ceos/#ceoid=edce258
    7. 7. 9ceo.com/marketing/infographic-how-social-are-fortune-500-ceos/#ceoid=edce258
    8. 8. 2ceo.com/marketing/infographic-how-social-are-fortune-500-ceos/#ceoid=edce258
    9. 9. 2801,669
    10. 10. flickr.com/photos/39088614@N04/3629932589 THINGS CEOS DO(that I swore I never would)
    11. 11. CEOS & SOCIAL MEDIA
    12. 12. 3 TYPES OF CEOS1. Not at all 2. REALLY 3. TerrifiedInterested Interested! flickr.com/photos/leyla_arsan/5224617038
    13. 13. CEO + FACEBOOK = VALUE • 82% of people trust you more • 77% will buy moreBRANDFog 2012 CEO Survey flickr.com/photos/dborman2/3290560161
    14. 14. CEO + FACEBOOK = VALUE
    15. 15. flickr.com/photos/ogimogi/2223450729SOCIAL MEDIA IS A TACTIC NOT A STRATEGY
    16. 16. Hannagan & Associates Photos thanks to: www.time.com
    17. 17. Flash: Julius Fleischman justdropped dead on a polo fieldhere. Don’t forget Miami Beachdateline. @SteveHannagan#miamiBeach1936
    18. 18. “The Hannagan Method”19382012 www.flickr.com/photos/bratha/3212438828 http://www.lasvegassun.com/history/video/
    19. 19. GUNS, GERMS, AND SMART PHONESflickr.com/photos/leyla_arsan/5224617038
    20. 20. Social Media CEOs ★ Pure Corporate ★ Corporate w/ a Persona ★ Employee w/ Corp Ties ★ Pure Personal web-strategist.com/blog/2009/07/30/from-corporate-to- personal-the-four-types-of-social-media-profiles/www.flickr.com/photos/mattcameasarat/3842296392
    21. 21. http://www.flickr.com/photos/chrism70/1363581821 CONTROLLING THE UNCONTROLLABLE
    22. 22. March 27 7:25 PMhow do they not call a techon JR Smith for coming offthe bench to taunt ourplayer on the ground ?March 27 7:35 PMscary part of that play: Samecrew chief from game inDenver where they missedcall - last play of the game& 1st JRSmith/Wright issue.
    23. 23. http://tracking.si.com/2012/02/03/mark-cuban- fined-75000-for-comments-about-officials/MARK CUBAN TALKS TRASH
    26. 26. STALK YOUR CEO
    28. 28. Why do EAsBecome CEOs?
    29. 29. 1. You understandwhat running abusiness reallymeans2. You are alwaysone step ahead3. You care
    30. 30. You are:ServantTeacherCoach
    31. 31. YOU KNOW IT AIN’T EASY
    32. 32. Ed SchipulEmail: eschipul@schipul.comBlog: www.eschipul.comFlickr: www.flickr.com/eschipulTwitter: www.twitter.com/eschipulSlideshare: www.slideshare.net/eschipul