The Social CEO: Trends and Practices of Top Executives


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Presentation to the Society for Plastics (SPI, Board of Directors Annual Meeting, April 2013

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  • Global Spec recently conducted its third annual social media usage survey of engineering, technical, manufacturing, and industrial professionals, which showed that use of social media for work-related purposes among this audience is focused on a few platforms and audience is steadily increasing.
  • 1,709 CEOs, general managers and senior public sector leaders from around the globe – 64 countries, 18 industries.
  • On the left, the Social Leadership Survey I conducted with my co-author Jamie Notter, related to our book Humanize. On the right, a survey by a branding agency called BrandFog. Both of our survey respondents spanned hundreds of professionals from all kinds of companies, large and small in various industries.
  • Both surveys asked people questions about their CEO’s use of social media and social leadership.
  • Here’s more from the Brandfog study. Remember this is what your staff want from you as leaders.
  • Blue side = using social media personally. Green side = supporting your organization’s social infrastructureProducer – the CEO who is a very public figure and uses video to talk about the company and industry. [Gary Shapiro, consumer electronics?]Distributor – this could be a CEO with a blog and large readership. [ Bill Marriott]Recipient – the CEO who curates information from the internet for his followers – could be someone who has a large Twitter following but not necessarily their own blog – Richard Branson, maybe.-------------------Adviser – leaders who play a proactive role in raising the media literacy of their staff. [Bill Carteaux]Architect – balance the sharing of content internally and externally [BahratMasrani, CEO of TD Bank]Analyst – stays ahead of the technology curve and understands the cultural impact of innovations [Redd Hastings, Netflix]
  • The Social CEO: Trends and Practices of Top Executives

    2. 2. Agenda• The Latest Social Media Statistics• Industry Trends – The C-Suite on Social• How to be a Social CEO
    3. 3. I consider my organization to be…• New to social media• Comfortable, but still experimenting• Using social media strategically• A fully integrated social business
    4. 4. I myself am…• Too busy to spend any time on social media• Interested, but unsure how best to use socialpersonally• Happy to let my staff manage our social media• A very social leader
    5. 5. Some Statistics
    6. 6. • Source: The Realtime Report, March 22, 2013
    7. 7. Association Social Media Survey• Collaboration of:– Association Trends– Qrisp Research
    8. 8. 0%10%20%30%40%50%60%70%80%90%100%Facebook Twitter YouTube
    9. 9. 0%10%20%30%40%50%60%70%80%90%100%Facebook Twitter YouTube
    10. 10. 2012 Social Media Use in the Industrial SectorLinkedInSource: Global Spec Industry Trends Report
    11. 11. Facebook2012 Social Media Use in the Industrial Sector
    12. 12. Twitter2012 Social Media Use in the Industrial Sector
    13. 13. 2012 Social Media Use in the Industrial Sector
    14. 14. So what about the C-suite?
    15. 15. 2012 IBM CEO Study
    16. 16. 71%70%71%Textof CEOs felt social businesswill be important to theirorganization in 3 years70%of CIOsSource: Deloitte/MIT Study
    17. 17. 28%14%28%of CEOs14%of CIOsTODAY
    18. 18. Handouts
    19. 19. What’s in it for your staff?
    20. 20. 41% 43%AgreeStrongly Agree84%believe social mediagives their companya competitive edge
    21. 21. 21%Participates in Social Media
    22. 22. What’s in it for your customers?
    23. 23. What’s in it for you?
    24. 24. Source:
    25. 25. Source: Digital Daya on Mashable
    26. 26. There are two ways to be a social CEO.1. Use social media personally andprofessionally
    27. 27. Benefits of Twitter for CEOs• Break real time news and information• Establish thought leadership• Build presence in case of crisis• Be the face of the company – transparency• Be the face of the company – values• Build relationships with influencers• Be the influencer others want to connect to
    28. 28. HANDOUT
    29. 29. Tip: SPI Twitter List
    30. 30. Tip: SPI LinkedIn Group
    31. 31. There are two ways to be a social CEO.1. Use social media personally andprofessionally2. Bring social principles to life and supportyour organization’s social efforts.
    32. 32. Build the infrastructure for social• Assign a social media team• Define goals• Set policies• Establish training• Manage change
    33. 33. Source: McKinseyQuarterly
    34. 34. “Simply put, CEOs and their executives set thecultural tone for an organization. Throughparticipation, they implicitly promote the use ofsocial technologies. That will make theirorganizations more competitive and better ableto adapt to sudden market changes.”- on the IBM CEO Study
    35. 35. THANK YOUMaddie Grantweb strategist, association practiceICF