Social Media for CEO's & Leaders

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Social Media for CEO's & Leaders

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Social Media for CEO's & Leaders

  1. 1. The CEO Dilemma - Social Media @GordonMakryllos
  2. 2. Agenda • Why Social? • The Reality? • The Opportunities? • Discussion Warning: More Questions than Answers. @GordonMakryllos #KINSHIP
  3. 3. @GordonMakryllos #KINSHIP Why Social?
  4. 4. Is Social a fad? Will Social repeat this “disruptive technology” history in Business? • Mid 1980’s – No reason for a “personal computer”. • Mid 1990’s – No reason to connect to the “Internet”. • Late 2000’s – No reason to access “Social Networks”. • Early 201o’s -No reason to bring your own “personal devices” to work. • Today – No reason for CXO to be active on “Social Media”. @GordonMakryllos #KINSHIP
  5. 5. The Social Media Industry is not helping. @GordonMakryllos #KINSHIP
  6. 6. The Social Reality for Business.  Your Employees are already on social  Your Customers are already on social  Your Community stakeholders are on social  Your Customer’s customers are on social  Your Partners are on social  Your Future Employees are on social  Your Future Customers are on social You’re already on Social ? Are you driving Your Social Strategy ? @GordonMakryllos #KINSHIP
  7. 7. @GordonMakryllos #KINSHIP The Brand Reality?
  8. 8. The Brand Reality What does the 1st page of Google say about your brand? @GordonMakryllos #KINSHIP
  9. 9. The Social Reality – Google Page 1 “Case Study – Me – 5,030 search results” @GordonMakryllos #KINSHIP
  10. 10. The Social Reality How much are you investing in promoting & protecting your brand? The Reality: The 1st page of Google is your brand • Google searches & indexes comments in Social. • Your brand is impacted by all comments– both negative & positive. • First page of Google for your brand is what counts as your brand. • Comments on Social networks influence Google’s rankings. @GordonMakryllos #KINSHIP
  11. 11. The Social Reality Implications of not managing Social? • Surrender your online brand perception to anyone in social media who cares to have a voice? • Squander your efforts to build brand values and brand equity? • Failing to effectively connect your corporate values with the community, customers and employees? Are you optimising your ROI ? @GordonMakryllos #KINSHIP
  12. 12. @GordonMakryllos #KINSHIP The Opportunities?
  13. 13. @GordonMakryllos #KINSHIP
  14. 14. @GordonMakryllos #KINSHIP
  15. 15. @GordonMakryllos #KINSHIP
  16. 16. The Customer Journey has changed Across B2B and B2C Social is playing a major part @GordonMakryllos #KINSHIP
  17. 17. B2B are Actively Deploying Social • B2B firms are actively using a range of social platforms. • 83% of B2B buyers research online before making a purchase decision. • Perceptions of CxO re Social Media is not aligned to the facts of how successful B2B businesses are using it. @GordonMakryllos #KINSHIP
  18. 18. Global Investment in a Digital World Where the investment is going @GordonMakryllos #KINSHIP
  19. 19. Benefits of Digital / Social Investment Impacts the bottom line: • Customer Sat • Loyalty • Lead generation • Conversion @GordonMakryllos #KINSHIP
  20. 20. Opportunities Exist Across Ecosystem Challenge is to prioritise COLLABORATION CUSTOMER CENTRICITY TALENT RETENTION OPERATIONAL EXCELLENCE INTERNAL (Employees) SOCIAL SALES / REVENUE PARTNER ENGAGEMENT PRODUCT / SERVICE IDEAS TALENT ACQUISITION EXTERNAL (Customers, Partners, Media) 2 SOCIAL TECHNOLOGIES INSIDE & OUTSIDE THE ENTERPRISE SOCIAL BRAND BRAND PROMOTION / PROTECTION CAUSE MARKETING CRISIS MANAGEMENT CUSTOMER SUPPORT PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY 1 3 4 @GordonMakryllos #KINSHIP
  21. 21. Social Strategy an ongoing journey Social Strategy Governance Program • Single strategy framework • Architecture, Technologies, and Analytics centrally implemented • Social assets governance • Integrated into operational processes • Process based execution • Managed content Establish Enhance Evolve Increase advocacy Transact Divisional Customer Support Connect Cause Marketing Online Reputation Management Promote Protect Integrated & consolidated transactional SCRM capability Connect staff, supply-chain, customers and their customers Incorporate Big Data into sales Organisational-wide customer support inclusive of C-level Targeted promotion Owned & Earned Marketing Crisis Management Proactive Protection @GordonMakryllos #KINSHIP
  22. 22. Discussion? @GordonMakryllos

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