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EXECUTIVES ON
SOCIAL MEDIA:
WHY AND HOW
Photo credit: http://www.examiner.com/slideshow/linkedin-influencers-people-can-fo...
Why should Executives use social
media?
Business value:
staff attraction,
lead generation,
and PR
You’ll be prepared
(after this deck!)
Improve
perception of
lead...
Executives from your
company, and your
competitors companies, are
already using social media.
If they can do it…
you can t...
Source: Socializing your CEO III, 2015 http://www.marketwatch.com/story/heres-what-the-worlds-top-50-ceos-do-on-social-med...
Source: Socializing your CEO III, 2015 http://www.marketwatch.com/story/heres-what-the-worlds-top-50-ceos-do-on-social-med...
Source: 2015 Social CEO Report, DOMO, 2015 http://www.ceo.com/social-ceo-report-2015-report/ Photo credit: https://www.lin...
Business value
Why should Execs participate in social media?
Source: LinkedIn Research, 2014
2. Social media drives business value.
Of B2B purchases
are influenced by
social media
Of ...
Source:
Agreed that Executive use of social media creates
a channel for authentic engagement with
stakeholders.
77%
Agreed...
Improve
perception
Why should Execs participate in social media?
Inspired
PROUD
Technologically Advanced
“ “
3. Execs on social media are perceived as better leaders.
Executives with ‘soc...
You’ll be prepared
Why should Execs participate in social media?
Which Executives are already using
social media well?
Richard Branson, Founder Virgin Group
- Strong personal brand with clear
opinions, for example, UK should
remain in EU, an...
Marc Benioff, CEO Salesforce
You have likely Google stalked
someone before a meeting.
Benioff knows this and creates a
fir...
Meg Whitman, CEO HP Enterprise Systems
- Regularly distributes thought-
leadership on LinkedIn on
technology and CIO prior...
Bob Collymore, CEO Safaricom
- Relative newcomer to social
media thought-leadership
- Charismatic media personality
levera...
How do you and your Executives start?
5 Steps to Executive Social Media Success
Listen
Understand existing
conversations
Create
Build a foundation and
set prior...
Questions? Comments? Need help?
@hannahlaw or @socialogilvy
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Why Executives should use social media & how to start

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80% of Executives are already using social media. If you (or your Company's Executives) are not yet on social, this will help convince you. From improving your public reputation to weighing in on industry conversations and generating new business leads, social media should be an effective component of any Executive job description.

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Why Executives should use social media & how to start

  1. 1. EXECUTIVES ON SOCIAL MEDIA: WHY AND HOW Photo credit: http://www.examiner.com/slideshow/linkedin-influencers-people-can-follow-with-the-new-linkedin-mobile-app#slide=4
  2. 2. Why should Executives use social media?
  3. 3. Business value: staff attraction, lead generation, and PR You’ll be prepared (after this deck!) Improve perception of leadership skills and capabilities Weigh in on industry conversations At least(!) 4 reasons:
  4. 4. Executives from your company, and your competitors companies, are already using social media. If they can do it… you can too! Meg Whitman, CEO, HP Dara Khosrowshahi, CEO, Expedia Richard Branson, Founder, Virgin Group
  5. 5. Source: Socializing your CEO III, 2015 http://www.marketwatch.com/story/heres-what-the-worlds-top-50-ceos-do-on-social-media-2015-06-05 36% 60% 12% 78% 60% 80% 60% 55% 80% 94% 84% 55% 0% 25% 50% 75% 100% Global US Europe Asia % Social CEOs (by region*) 2010 2012 2014 *LATAM not shown due to sample size 1. Executives are already active online.
  6. 6. Source: Socializing your CEO III, 2015 http://www.marketwatch.com/story/heres-what-the-worlds-top-50-ceos-do-on-social-media-2015-06-05 They’re mostly using websites, YouTube and social networks.
  7. 7. Source: 2015 Social CEO Report, DOMO, 2015 http://www.ceo.com/social-ceo-report-2015-report/ Photo credit: https://www.linkedin.com/pulse/social-ceo-how-amfams-jack-salzwedels-manages-his-media-arik-hanson Being too busy isn’t a good excuse. “Some CEOs say they’re too busy for social media. I say, it’s part of the job.” @AmFamJack, American Family Insurance CEO Jack Salzwedel
  8. 8. Business value Why should Execs participate in social media?
  9. 9. Source: LinkedIn Research, 2014 2. Social media drives business value. Of B2B purchases are influenced by social media Of buying decisions are made before sales rep involvement Of the time cold calls do not work Getting worse every year
  10. 10. Source: Agreed that Executive use of social media creates a channel for authentic engagement with stakeholders. 77% Agreed that CEOs who actively participate in social media can build better connections with customers, employees, and investors.83% And improves communication with stakeholders.
  11. 11. Improve perception Why should Execs participate in social media?
  12. 12. Inspired PROUD Technologically Advanced “ “ 3. Execs on social media are perceived as better leaders. Executives with ‘social CEOs’ say their leaders’ social media presence makes them feel:
  13. 13. You’ll be prepared Why should Execs participate in social media?
  14. 14. Which Executives are already using social media well?
  15. 15. Richard Branson, Founder Virgin Group - Strong personal brand with clear opinions, for example, UK should remain in EU, and happiness as a personal metric for success - Known for inspirational thought- leadership and entrepreneurship - Posts regular content in multiple languages to appeal to global audiences - References timely events (e.g. posts about athletes during Olympics)
  16. 16. Marc Benioff, CEO Salesforce You have likely Google stalked someone before a meeting. Benioff knows this and creates a first impression online …before he’s even in the room: - Strong online, authentic personal brand - Controls the search engine results page with his own content, pictures, and social channels - Frequent Twitter user and holds social media presence on most other major social networks
  17. 17. Meg Whitman, CEO HP Enterprise Systems - Regularly distributes thought- leadership on LinkedIn on technology and CIO priorities - Personal style of writing is relatable and effective - Twitter profile is inactive and only used for listening
  18. 18. Bob Collymore, CEO Safaricom - Relative newcomer to social media thought-leadership - Charismatic media personality leveraging offline voice for the online world - Currently establishing a regular cadence of content distribution
  19. 19. How do you and your Executives start?
  20. 20. 5 Steps to Executive Social Media Success Listen Understand existing conversations Create Build a foundation and set priorities Plan Determine relevant content strategy Distribute Schedule content for optimum exposure Measure Set metrics to drive toward objectives
  21. 21. Questions? Comments? Need help? @hannahlaw or @socialogilvy

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