How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
The document discusses the results of a 2014 global survey by BRANDfog on the importance of social media engagement for C-suite executives and business leadership. Some key findings include:
- 75% of respondents believe that C-suite participation in social media leads to better leadership, up from 45% in 2012.
- Over two-thirds of respondents agree that social media engagement demonstrates transparency and builds brand trust.
- Over 80% of respondents see social media as an essential part of modern public relations and communications strategy for business leadership.
1. The document summarizes research on the social brand experience from both marketer and consumer perspectives, finding that consumers want more engagement, experiences, and rewards from brands on social media than brands currently provide.
2. Consumers are open, engaged, demanding, loyal, and willing advocates for brands they love, but have high expectations that brands often fail to meet, such as fast and helpful support.
3. Brands that provide more engaging experiences, opportunities for consumer connection, and special rewards and status will gain advantage over competitors in attracting consumer loyalty and support through social media.
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
Technology management in the age of the customerLithium
Don’t look now, but your company is losing control. Customers are now in the driver’s seat. Learn more by reading this Forrester Report on "Technology Management
In The Age Of The Customer."
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
The document discusses the results of a 2014 global survey by BRANDfog on the importance of social media engagement for C-suite executives and business leadership. Some key findings include:
- 75% of respondents believe that C-suite participation in social media leads to better leadership, up from 45% in 2012.
- Over two-thirds of respondents agree that social media engagement demonstrates transparency and builds brand trust.
- Over 80% of respondents see social media as an essential part of modern public relations and communications strategy for business leadership.
1. The document summarizes research on the social brand experience from both marketer and consumer perspectives, finding that consumers want more engagement, experiences, and rewards from brands on social media than brands currently provide.
2. Consumers are open, engaged, demanding, loyal, and willing advocates for brands they love, but have high expectations that brands often fail to meet, such as fast and helpful support.
3. Brands that provide more engaging experiences, opportunities for consumer connection, and special rewards and status will gain advantage over competitors in attracting consumer loyalty and support through social media.
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
Technology management in the age of the customerLithium
Don’t look now, but your company is losing control. Customers are now in the driver’s seat. Learn more by reading this Forrester Report on "Technology Management
In The Age Of The Customer."
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
Financial Services Firms Claim the CX Advantage Lithium
- The document discusses trends around customer engagement through social channels based on surveys of over 1,386 consumers. Customer experience is found to significantly impact brand loyalty, repeat business, and word-of-mouth recommendations.
- While industries like retail and hotels score high on customer experience, financial services firms like banks and credit card companies show a large gap between leaders and laggards, indicating room for improvement.
- Younger consumers increasingly want brands to provide customer support and listen/respond through social media, suggesting financial companies should focus on improving social customer interactions.
Webinar-2: Rise of an Employee Marketer: Empowering Your Employees to be Bran...SOCXO
Webinar on Employee Advocacy Marketing: Rise of an Employee Marketer: Empowering Your Employees to be Brand Advocates. Visit – www.socxo.com
Every business is going digital and the impact of social media in trusting and recommending brands has become the need of the hour. Today, social media opens up a new world of advocacy opportunities to tap and motivate your important marketing asset – Employees.
In this webinar, you will learn:
1. What is employee advocacy?
2. Why it’s important today for your company and employees?
3. What are the significant benefits of employee advocacy program?
4. What kind of rewards and incentives you offer for employee advocates?
5. How do you measure the success of employee advocacy program?
6. Q & A Session
Social media insights - What most companies & brands don't knowGeek4Green
Most companies are investing in social media but few feel they are using it effectively. While 79% of companies surveyed use or plan to use social media, only 12% feel they are using it effectively. Effective users engage with customers by monitoring trends, researching new products on social media, and using multiple social media channels. However, many companies still view social media as one-way marketing rather than a conversation. Few have formal social media strategies or measure return on investment from social media. While awareness and website traffic are common benefits, effective users see social media as a way to interact with customers.
Celebrity intelligence-age-of-social-influence-uk.originalAlmudena Pastor
This document summarizes the key findings of a report on the impact of digital media and social influencers on celebrity marketing and brand endorsements. Some of the main points include:
- Digital influencers have become the most popular choice for brand endorsements, with 61% of respondents having worked with them in the past year.
- Having a relevant audience or following is the most important attribute brands look for, according to 85% of respondents. Data and insights about an influencer's audience have also proven useful.
- Campaign-specific contracts are on the rise, while long-term deals are declining, showing the impact of digital influencers.
- Niche and emerging talent, especially female niche influ
The Mom & Dad Influence: How Parents' Online Behavior Will Impact Your Higher...Boston Interactive
The influence parents hold over the decisions high school seniors make about higher education is enormous. According to Noel-Levitz’s 2014 E-Expectations Report, 77% of high school seniors report that their parents have the most influence on their enrollment decisions.
With the 2015 enrollment only a few months away, you must take into account the needs and goals of your parent personas. In this infographic, we break down how parents’ online behavior will impact your higher ed strategy.
Watch Our Free Higher Ed Marketing Webinar On-Demand: http://hubs.ly/y0Wr430
We present the results of a holistic approach to WOM research, which finds that 90% of word of mouth takes place offline, is primarily positive, is often influenced by advertising, and takes place disproportionately among influencers. We also present an approach to assess the social monetary value of customers, integrating the TalkTrack® data into agent-based simulations. We show that while random seeding of customers is effective, focusing on opinion leaders can increase profitability substantially.
The survey of over 5,500 social media users across 11 countries found that while most (84%) follow brands on social media, true brand promoters who are extremely likely to recommend brands make up only 19% of respondents. Promoters differ from more passive "sharers" in that they actively and regularly follow brands, interact directly with brands to give feedback, and are more influenced to purchase products mentioned by friends online. Top brands promoters recommend vary by country but include Apple, Samsung, Nike, L'Oreal and Dove, while local telecom and cable providers often made the "unlikely to recommend" list.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Extensive Social Insights on the Retail IndustryBrandwatch
This Retail Report investigates over 10 million online conversations surrounding 43 major retailers, uncovering:
- The Retail Social Index
- Brand-audience relationships
- Retailers' response rates
- Demographic analysis
- Analysis on retail pharmacies
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that the IT committee uses social media at every stage of the purchasing process and is open to conversations with vendors. However, vendors need to provide valuable, relevant content rather than just marketing to earn trust and make the small vendor shortlist. The study suggests technology marketers use social media like LinkedIn to engage in conversations, share diverse content, and build long-term relationships with IT decision makers.
SOCIAL MEDIA ADOPTION BY U.S. SMALL BUSINESSES DOUBLES SINCE 2009Web.com
American small businesses are pushing the limits on new ways to improve efficiency in the prolonged downturn, including a steady increase in social media adoption. The third wave of the Small Business Success Index™ (SBSI), sponsored by Network Solutions® and the Center for Excellence in Service at the University of Maryland’s Smith School of Business, reports social media adoption by small businesses has doubled from 12% to 24% in the last year.
Asia Social Media Report 2008 (Can Brands Have A Social Life?)Nicholas Guan
A social media report focused on Asia by OgilvyOne Worldwide.
Foreword by Rohit Bhargava (Author of "Personality Not Included")
http://rohitbhargava.typepad.com
Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
Brands are increasingly adapting their social media strategies to focus on Stories formats, as Stories have become hugely popular ways for users to share content, growing 15 times faster than traditional news feeds. Major platforms like Facebook, Instagram, and WhatsApp now have hundreds of millions of daily active users on their Story features. This represents a shift from text-based sharing to live, visual, and ephemeral mobile content. Leading brands are embracing more intimate and spontaneous Stories over highly produced posts. However, scaling this personal touch and measuring engagement remains a challenge for many large brands.
The document summarizes the findings of a study on how social media can help technology companies build relationships with IT buyers and decision makers. The study found that the IT committee actively seeks insights and conversations with vendors on social media like LinkedIn. It also found that the vendor shortlist is very exclusive, with only 3 vendors typically making the cut. The study concludes that tech companies need to engage with IT decision makers on LinkedIn and other social platforms through valuable content in order to build long-term relationships, earn spots on important shortlists, and generate leads.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
The document discusses the importance of reputation management and effective social CRM strategies. It recommends a three stage approach: 1) Build a positive social foundation by addressing negative reviews and optimizing brand presence. 2) Create a defined social identity by focusing content around topics the brand is authoritative on. 3) Optimize social experiences through testing and learning to improve engagement metrics like followers and shares. The goal is to minimize future negative conversations and maximize positive brand perceptions.
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that IT committees are highly influenced by social media across different stages of their decision making process. They actively seek conversations with vendors on social platforms to learn about new solutions. However, vendors risk being sidelined if they just use social media for marketing without providing valuable, relevant content. The summary should establish that social media is important for technology companies to foster long-term relationships with IT committees and influencers to make it onto their shortlists for new projects and solutions.
Executives who engage on social media gain competitive advantages like demonstrating thought leadership, addressing brand issues, and shaping brand reputation, which positively impacts customer sentiment and company success. A survey of 1,000 professionals found that perceptions of social media's importance for executives increased significantly in recent years, and that social CEO engagement leads to better leadership, brand trust, and is now considered essential to modern PR strategies.
2014 The Global Social CEO Survey - Leaders will emerge through social learni...Dr. William J. Ward
Executives who engage on social media can positively impact their company's brand reputation and leadership. The survey found that perceptions of social media's value for executives have increased significantly in just one year. Respondents believe that executive social media use leads to better leadership, brand transparency, and brand trust. They view social media as an essential part of modern public relations strategies for executives and an important tool for monitoring brand conversations and mitigating crises.
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
Financial Services Firms Claim the CX Advantage Lithium
- The document discusses trends around customer engagement through social channels based on surveys of over 1,386 consumers. Customer experience is found to significantly impact brand loyalty, repeat business, and word-of-mouth recommendations.
- While industries like retail and hotels score high on customer experience, financial services firms like banks and credit card companies show a large gap between leaders and laggards, indicating room for improvement.
- Younger consumers increasingly want brands to provide customer support and listen/respond through social media, suggesting financial companies should focus on improving social customer interactions.
Webinar-2: Rise of an Employee Marketer: Empowering Your Employees to be Bran...SOCXO
Webinar on Employee Advocacy Marketing: Rise of an Employee Marketer: Empowering Your Employees to be Brand Advocates. Visit – www.socxo.com
Every business is going digital and the impact of social media in trusting and recommending brands has become the need of the hour. Today, social media opens up a new world of advocacy opportunities to tap and motivate your important marketing asset – Employees.
In this webinar, you will learn:
1. What is employee advocacy?
2. Why it’s important today for your company and employees?
3. What are the significant benefits of employee advocacy program?
4. What kind of rewards and incentives you offer for employee advocates?
5. How do you measure the success of employee advocacy program?
6. Q & A Session
Social media insights - What most companies & brands don't knowGeek4Green
Most companies are investing in social media but few feel they are using it effectively. While 79% of companies surveyed use or plan to use social media, only 12% feel they are using it effectively. Effective users engage with customers by monitoring trends, researching new products on social media, and using multiple social media channels. However, many companies still view social media as one-way marketing rather than a conversation. Few have formal social media strategies or measure return on investment from social media. While awareness and website traffic are common benefits, effective users see social media as a way to interact with customers.
Celebrity intelligence-age-of-social-influence-uk.originalAlmudena Pastor
This document summarizes the key findings of a report on the impact of digital media and social influencers on celebrity marketing and brand endorsements. Some of the main points include:
- Digital influencers have become the most popular choice for brand endorsements, with 61% of respondents having worked with them in the past year.
- Having a relevant audience or following is the most important attribute brands look for, according to 85% of respondents. Data and insights about an influencer's audience have also proven useful.
- Campaign-specific contracts are on the rise, while long-term deals are declining, showing the impact of digital influencers.
- Niche and emerging talent, especially female niche influ
The Mom & Dad Influence: How Parents' Online Behavior Will Impact Your Higher...Boston Interactive
The influence parents hold over the decisions high school seniors make about higher education is enormous. According to Noel-Levitz’s 2014 E-Expectations Report, 77% of high school seniors report that their parents have the most influence on their enrollment decisions.
With the 2015 enrollment only a few months away, you must take into account the needs and goals of your parent personas. In this infographic, we break down how parents’ online behavior will impact your higher ed strategy.
Watch Our Free Higher Ed Marketing Webinar On-Demand: http://hubs.ly/y0Wr430
We present the results of a holistic approach to WOM research, which finds that 90% of word of mouth takes place offline, is primarily positive, is often influenced by advertising, and takes place disproportionately among influencers. We also present an approach to assess the social monetary value of customers, integrating the TalkTrack® data into agent-based simulations. We show that while random seeding of customers is effective, focusing on opinion leaders can increase profitability substantially.
The survey of over 5,500 social media users across 11 countries found that while most (84%) follow brands on social media, true brand promoters who are extremely likely to recommend brands make up only 19% of respondents. Promoters differ from more passive "sharers" in that they actively and regularly follow brands, interact directly with brands to give feedback, and are more influenced to purchase products mentioned by friends online. Top brands promoters recommend vary by country but include Apple, Samsung, Nike, L'Oreal and Dove, while local telecom and cable providers often made the "unlikely to recommend" list.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Extensive Social Insights on the Retail IndustryBrandwatch
This Retail Report investigates over 10 million online conversations surrounding 43 major retailers, uncovering:
- The Retail Social Index
- Brand-audience relationships
- Retailers' response rates
- Demographic analysis
- Analysis on retail pharmacies
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that the IT committee uses social media at every stage of the purchasing process and is open to conversations with vendors. However, vendors need to provide valuable, relevant content rather than just marketing to earn trust and make the small vendor shortlist. The study suggests technology marketers use social media like LinkedIn to engage in conversations, share diverse content, and build long-term relationships with IT decision makers.
SOCIAL MEDIA ADOPTION BY U.S. SMALL BUSINESSES DOUBLES SINCE 2009Web.com
American small businesses are pushing the limits on new ways to improve efficiency in the prolonged downturn, including a steady increase in social media adoption. The third wave of the Small Business Success Index™ (SBSI), sponsored by Network Solutions® and the Center for Excellence in Service at the University of Maryland’s Smith School of Business, reports social media adoption by small businesses has doubled from 12% to 24% in the last year.
Asia Social Media Report 2008 (Can Brands Have A Social Life?)Nicholas Guan
A social media report focused on Asia by OgilvyOne Worldwide.
Foreword by Rohit Bhargava (Author of "Personality Not Included")
http://rohitbhargava.typepad.com
Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
Brands are increasingly adapting their social media strategies to focus on Stories formats, as Stories have become hugely popular ways for users to share content, growing 15 times faster than traditional news feeds. Major platforms like Facebook, Instagram, and WhatsApp now have hundreds of millions of daily active users on their Story features. This represents a shift from text-based sharing to live, visual, and ephemeral mobile content. Leading brands are embracing more intimate and spontaneous Stories over highly produced posts. However, scaling this personal touch and measuring engagement remains a challenge for many large brands.
The document summarizes the findings of a study on how social media can help technology companies build relationships with IT buyers and decision makers. The study found that the IT committee actively seeks insights and conversations with vendors on social media like LinkedIn. It also found that the vendor shortlist is very exclusive, with only 3 vendors typically making the cut. The study concludes that tech companies need to engage with IT decision makers on LinkedIn and other social platforms through valuable content in order to build long-term relationships, earn spots on important shortlists, and generate leads.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
The document discusses the importance of reputation management and effective social CRM strategies. It recommends a three stage approach: 1) Build a positive social foundation by addressing negative reviews and optimizing brand presence. 2) Create a defined social identity by focusing content around topics the brand is authoritative on. 3) Optimize social experiences through testing and learning to improve engagement metrics like followers and shares. The goal is to minimize future negative conversations and maximize positive brand perceptions.
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that IT committees are highly influenced by social media across different stages of their decision making process. They actively seek conversations with vendors on social platforms to learn about new solutions. However, vendors risk being sidelined if they just use social media for marketing without providing valuable, relevant content. The summary should establish that social media is important for technology companies to foster long-term relationships with IT committees and influencers to make it onto their shortlists for new projects and solutions.
Executives who engage on social media gain competitive advantages like demonstrating thought leadership, addressing brand issues, and shaping brand reputation, which positively impacts customer sentiment and company success. A survey of 1,000 professionals found that perceptions of social media's importance for executives increased significantly in recent years, and that social CEO engagement leads to better leadership, brand trust, and is now considered essential to modern PR strategies.
2014 The Global Social CEO Survey - Leaders will emerge through social learni...Dr. William J. Ward
Executives who engage on social media can positively impact their company's brand reputation and leadership. The survey found that perceptions of social media's value for executives have increased significantly in just one year. Respondents believe that executive social media use leads to better leadership, brand transparency, and brand trust. They view social media as an essential part of modern public relations strategies for executives and an important tool for monitoring brand conversations and mitigating crises.
The Power of Insight A Comprehensive Brand Awareness Survey Report_Researcher...Researchers3
The business landscape has become highly competitive today and brand awareness plays a pivotal role in shaping successful firms. As a brand owner, you need a comprehensive understanding of consumer perceptions and preferences. This helps to establish and maintain a strong brand presence.
The Power of Insight A Comprehensive Brand Awareness Survey Report_ResearcherResearchers3
The Power of Insight controls the image your brand portrays. We report the works of experts on Brand Awareness, and how they all stress one crucial point.
From Wall Street to Love Street - SMCgrPeopleizers
The document discusses how social media is changing business leadership and the relationship between companies, their CEOs, employees, and customers. It notes that most people now trust and prefer to work for companies whose leadership actively uses social media to communicate values and build relationships. Research shows customers are more likely to purchase from socially engaged CEOs and companies, and that high customer and employee engagement can boost business results significantly. The new model of leadership requires CEOs and companies to embrace social technologies and use them to collaborate better internally and engage externally.
The current age of hyper transparency requires more public presence of corporate managers. In today’s business world, some of the most valued behaviours include taking part in events, being accessible to the media and available in social networks, sharing new insights and trends, playing a visible role in society or featuring on the corporate video channel.
This document includes detailed percentages about different aspects that show the interdependence between CEO reputation, company reputation, and market value and it’s based on the research The CEO Reputation Premium: Gaining Advantage in the Engagement Era, carried out by Weber Shandwick, in partnership with KRC Research, who sought to quantify the value of CEO reputation and measure the importance of CEO engagement. They conducted a survey of more than 1 700 executives that worked in companies with revenues of $500 million or more and represented 19 countries around the world.
Besides, it explains what CEO’s attitudes are more valued, what activities CEOs should do and what are the core competences for a CEO to Gain a Good Reputation.
It also talks about the perceptions of the highest executive power depending on gender. However, apart from these small differences, the reputations of male and female CEOs contribute approximately the same levels to the market value of their firms.
It ends up with some suggestions to maximize CEO's public presence and benefit corporate reputation.
Document written by Corporate Excellence – Centre for Reputation Leadership, quoting the research The CEO Reputation Premium: Gaining Advantage in the Engagement Era prepared by Weber Shandwick in collaboration with KRC Research in in 19 countries around the world from surveys of more than 1 700 executives of companies invoicing 500 million USD or more and released on March 2015.
Join IZEA's Ryan Schram for a deep dive into the 'State of the Creator Economy' - examining the latest trends and industry research on earnings, equity, and more. This interactive Master Class will equip current Influencer Marketing professionals, as well as those interested in potentially harnessing the power of this rapidly growing sector, with the latest insights to take back to their day to day efforts.
Join IZEA's Ryan Schram for a deep dive into the 'State of the Creator Economy' - examining the latest trends and industry research on earnings, equity, and more. This interactive Master Class will equip current Influencer Marketing professionals, as well as those interested in potentially harnessing the power of this rapidly growing sector, with the latest insights to take back to their day to day efforts.
Ready to launch the greatest social media campaign ever? In many organizations, you'll have to get the approval of a senior leadership team. In this presentation, you'll learn a variety of insights, strategies and tactics for overcoming executive resistance toward social media efforts.
Presented by Ryan Cohn, Vice President of Social/Digital Operations at Sachs Media Group, at the Social Fresh EAST Conference in Tampa on April 19, 2013.
SutherlandGold's CEO Scorecard for Remote LeadershipRachelle Spero
SutherlandGold's data-driven CEO Scorecard is for executives who want to evaluate and strengthen their leadership, visibility, and engagement strategies. The CEO Scorecard evaluates multiple data sets from a leader's public-facing profile including business performance, visibility in the media, thought leadership, and social media engagement based.
To demonstrate the power of the CEO Scorecard, we evaluated ten CEOs leading high-growth companies from Fortune’s 2019 40 Under 40 award to uncover their activities before and after the pandemic was announced. We also conducted an online survey of CEOs leading startup companies for a preview into the future of remote leadership.
The result is a multidimensional picture into what CEOs prioritize today and in the future when it comes to leading in a virtual world.
2013. With partner KRC Research, Weber Shandwick surveyed 630 professionals — managers on up to the C-suite, excluding CEOs — about the social participation of CEOs. Respondents worked in companies with revenues of $500 million or more and represented 10 countries across North America, Europe, Latin America and Asia Pacific.
2013. With partner KRC Research, Weber Shandwick surveyed 630 professionals — managers on up to the C-suite, excluding CEOs — about the social participation of CEOs. Respondents worked in companies with revenues of $500 million or more and represented 10 countries across North America, Europe, Latin America and Asia Pacific.
Social CEOs are gaining traction. Weber Shandwick’s 2012 audit of the online engagement activities of the world’s top CEOs (Socializing Your CEO II) found that CEO sociability increased from 36% to 66% between 2010 and 2012.
The document discusses a study conducted by Weber Shandwick on CEO sociability and social media engagement. Some key findings from the study include:
- CEO social media participation has increased significantly from 36% in 2010 to 66% in 2012.
- Executives generally view social CEOs positively and see benefits like improved communication, innovation, and reputation. However, not all CEOs need to engage on social media directly.
- While social media is important, CEOs can also engage internally through company intranets and websites to connect with employees and other audiences.
- CEO blogging in particular seems to provide benefits like strengthening relationships with the media and enhancing credibility.
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.Edelman
This document summarizes the key findings from a study on thought leadership conducted by Edelman and LinkedIn over three years. It finds that while over half of business decision-makers spend at least an hour per week consuming thought leadership content, only 17% rate the quality as very good or excellent. However, 88% of decision-makers feel thought leadership can positively influence their perceptions of organizations. When done well, thought leadership is also effective in influencing purchasing decisions, but most organizations cannot tie these efforts to measurable business impacts like sales. The disconnect between inadequate quality content and an underestimation of thought leadership's potential impacts is an ongoing issue.
The Role of Transparency & Authenticity in Building a Trusted Brandahadden
Presented at the Brand Strategy Innovation Summit | Sept 11 | Los Angeles
by Alison Hadden, Head of Brand Strategy at Glassdoor
If a brand is defined by the place it holds in the heart, mind, and wallet of its customers, trust is the currency exchanged at the core of this relationship. Gain trust with your customers and brand loyalty is yours. Lose it and you’re forced into a transactional relationship that turns your brand into yet another commodity.
Now, new digital technologies and the emergence of the sharing economy have brought transparency and authenticity to the forefront of the conversation around brand health and the development of a trusted brand.
Learn how legacy and newcomer brands are quickly establishing trust with consumers and its impact on brand health, awareness, and business performance.
If you have started your social media marketing, you should know what is social media ROI.
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CEO Survey
1.
2.
3. 2012 ceo,
social media &
leadership survey
Foreword by Ann Charles, CEO BRANDfog
In today’s digital world, social media has become an increasingly important communica-
tions channel for building a connection between brands and their most vocal advocates.
While many companies understand the important role that social media plays in brand
building, most have not yet realized its potential to raise the profile of corporate execu-
tives to establish industry thought leadership and strengthen the credibility of the brand.
The ubiquity of social media has changed customer expectations about brand engage-
ment. Customers now expect to have direct access to brands and brand leaders. There
is also a direct connection between social media participation, purchase intent and in-
creased loyalty to a brand. According to a recent report, 50% of consumers stated they
were more likely to purchase from a company and recommend a brand to others after fol-
lowing the company’s tweets. This shift in customer expectations and consumer behavior
coincides with another emerging trend: The rise of the Social Enterprise, in which prof-
it–oriented businesses aim to solve social and environmental problems as part of their
mission. Conscientious consumers are now seeking out brands that serve a larger societal
purpose, and this is incentivizing brands to showcase their commitment to various causes
through social media.
The most effective leaders throughout history have been great communicators, yet the
vast majority of modern day CEOs and C-Suite executives are conspicuously absent from
social media channels. As of January 2012, 61% of Fortune 500 brands were engaging with
customers via Twitter, but less than 2.5% of Fortune 500 CEOs were actively participating
on Twitter.
2 • www.brandfog.com
4. This raises an important question:
If social media
engagement is a
critical component
of digital marketing
strategies for brands,
why is it ignored
by the C-Suite and
executive leaders?
3 • www.brandfog.com
5. Survey Objectives
The BRANDfog 2012 CEO, Social Media and Leadership Survey set out to better under-
stand the connection between C-Suite engagement on social media channels and attitudes
of customer and employees toward that brand. The aim of the survey was to determine the
effect this has on brand image, customer loyalty, purchase intent and overall leadership.
Survey Results
The survey results demonstrate that executive engagement in social media raises the
brand profile and instills confidence in a company’s leadership team. It builds greater trust,
brand loyalty and purchase intent. Respondents overwhelmingly confirmed their belief
that C-Suite executives who engage in social media are better equipped to lead a company,
communicate values and shape a company’s reputation in today’s changing world.
Survey Methodology
BRANDfog’s CEO, Social Media Leadership Survey surveyed several hundred employ-
ees of diverse companies, spanning in size from startups to Fortune 500 companies, and
working at all levels of their respective organizations. Respondents representing a wide
selection of industries, professions and regions were asked to answer questions pertain-
ing to social media participation by their organization and executive leadership team. Re-
spondents were also asked about their perception of other companies and brands, based
on executive participation in social media channels.
4 • www.brandfog.com
6. “Transparency, vision and open communication
are key to great leadership and corporate social
responsibility strategy today. It’s not surprising to
see that the results of BRANDfog’s survey reaffirm
that social media plays such an influential role in
shaping a company’s brand image. What’s more,
customers expect to hear from the executive
leadership team on social media channels, as a
direct way to connect and engage with the brands
they love and causes they support.”
Aman Singh; Editorial Director, CSRwire; Forbes.com
contributor; CSR Journalist; and contributor to the
BRANDfog 2012 CEO, Social Media & Leadership Survey
5 • www.brandfog.com
8. survey results
81% of respondents believe that CEOs who engage
in social media are better equipped than their peers
to lead companies in a web 2.0 world.
Q1 Do you believe that CEOs who engage in social media are better equipped
to successfully lead a company in a web 2.0 world?
yes
81%
no
1o%
not sure
9%
7 • www.brandfog.com
9. A large majority of the respondents believe that CEOs can use social media channels
to improve engagement with multiple stakeholders across their organizations.
Building better connections with customers topped the list at 89.3%, but engagement
with employees (84.7%) and investors (66.3%) also came in very strong.
Q2 Do you think that CEOs who participate in social media can build better
connections with (select all that apply):
66.3% 31.4%
89.3% 84.7%
customers employees investors other
www.brandfog.com
10. When asked what benefits C-Suite engagement
in social media can lead to, 78% cited Better
Communication and 71% stated Improved Brand
Image as the biggest positive benefits.
Q3 CEOs’ participation in social media leads to (select all that apply):
78% 71% 64%
better communication improved brand image more transparency
45% 45% 5%
improved company better leadership none of the above
morale
9 • www.brandfog.com
11. The survey asked respondents to rate how important it is for CEOs to engage in
social media and the response was overwhelmingly in favor of social engagement by
business leaders. This is indicative of the rise of consumer expectations that CEOs
become visible and accountable across social media channels.
86% of respondents rated CEO social media
engagement as either somewhat important, very
important or mission critical.
Q4 How important is it for CEOs to actively engage on social media?
very important
50%
somewhat important
31%
mission critical
5%
not important
14%
10 • www.brandfog.com
12. Trust and transparency are more important than ever in today’s tumultuous business
and economic environment. When asked about the connection between executives
on social media and trust in a brand:
82% of respondents were more likely or much more
likely to trust a company whose CEO and leadership
team engage with social media.
Q5
Are you more likely to trust a company whose CEO and leadership team
openly communicates via social media about their core mission and values
and purpose?
much more likely
31%
more likely
51%
less likely
2%
doesn’t make a difference
16%
11 • www.brandfog.com
13. Our survey revealed that social media participation has a profound effect on
a consumer’s willingness to buy from companies whose values and mission is
articulated through social channels. This is a critical insight for brands looking to build
brand loyalty with customers demonstrating values-based purchasing behavior.
77% of respondents were more likely or much
more likely to buy from a company whose values
and mission are defined through CEO and executive
leadership participation on social media.
Q6
Are you more likely to buy from a company whose values and leadership
are clearly defined through CEO and executive leadership participation on
social media?
much more likely
23%
more likely
54%
less likely
3%
doesn’t make a difference
20%
12 • www.brandfog.com
14. 93% of respondents believe that CEO engagement
in social media helps communicate company values,
shape a company’s reputation, and grow and evolve
corporate leadership in times of crisis.
Q7
Do you think CEO engagement on social media helps communicate
company values, shape a company’s reputation, and grow and evolve
corporate leadership in times of crisis?
strongly agree
39%
agree
54%
disagree
5%
strongly disagree
2%
13 • www.brandfog.com
15. What role can CEO participation in social media play in enhancing brand image? Our
respondents were unequivocal in their response, with 94% stating that CEOs and
other members of an organization’s executive leadership team do, in fact, enhance
the brand image by participating on social media.
94% said that CEOs and an organization’s executive
leadership team enhance the brand image by
participating on social media
Q8 Does CEO and executive participation on social media channels help
enhance brand image?
strongly agree
36%
agree
58%
disagree
4%
strongly disagree
2%
14 • www.brandfog.com
16. 92% of respondents stated that social media
is a valuable venue for sharing and pursuing
CSR initiatives.
Do you think it’s important for CEOs to communicate their commitment to
Q9 corporate social responsibility on social media? CSR communications can
cover the environment, employee volunteerism, community development,
sustainable practices, and good corporate citizenship.
strongly agree
43%
agree
49%
disagree
7%
strongly disagree
1%
15 • www.brandfog.com
17. Attracting and retaining top talent in today’s competitive marketplace is a key
priority of companies large and small. Our survey results indicated that social media
participation can be a potential talent magnet.
78% of respondents would prefer to work for a
company whose leadership is active on social media
Q10 Are you more likely to want to work for a company whose leadership is
active on social media?
strongly agree
30%
agree
48%
disagree
1%
strongly disagree
21%
16 • www.brandfog.com
18. When asked to identify social media channels actively used by their companies,
employees identified Facebook as the most popular (81%), followed by Twitter
(79.3%), LinkedIn (72%), and Corporate blogs (56%).
Q11 Is your company brand represented on social media channels? Select
all that apply:
81% 79.3% 72% 56%
facebook twitter linkedin corporate blog
17.1% 10.1% 7% 4.8%
google + other quora none of these
17 • www.brandfog.com
19. Despite high levels of brand participation across various social channels, CEOs are
still slow to adopt social media as a key communications vehicle. Only 50% of survey
respondents stated that their CEO was engaged on Twitter, 47% listed LinkedIn,
45% listed Facebook, and 38% listed a corporate blog. Notably, 25% of respondents
reported that there was no social media engagement at all from their CEO.
50% of survey respondents stated that their CEO
was engaged on Twitter, 47% listed LinkedIn, 45%
listed Facebook, and 38% listed a corporate blog.
*Note: Only 2.5% of Fortune 500 company CEOs are on Twitter
Q12 Does your CEO engage on the following social media channels? Select
all that apply:
45% 38%
50.3% 47%
twitter linkedin facebook corporate blog
24.9% 12.1% 9.2% 4.3%
none of these google + other quora
18 • www.brandfog.com
20. Of all the C-Suite executives, CEOs were the best represented on social media. Just
under half of survey respondents reported CEO participation in social media, while
only 28% of CMOs, 20% of COOs, 17% of CTOs and 10% of CFOs engaged through
social media channels.
Q13 Are any of the C-Suite executives in your company on social media?
If so, please identify by title (select all that apply):
47.4% 30.2% 27.8% 20.5%
ceo none of these cmo coo
16.9% 13% 9.4%
cto other cfo
19 • www.brandfog.com
21. conclusion
While many of the top global brands have embraced social media as a customer relationship
and talent recruitment tool, executive leadership adoption of social media has been slow to
pick up its pace. Social media engagement presents a strategic challenge for today’s business
leaders, however, as executives begin to migrate to social media channels, this shift is likely
to have far-reaching and strategic implications for brand loyalty, brand image and brand
awareness. More importantly for ROI-driven brands, C-Suite engagement on social media will
have a long-lasting influence on customer purchase intent and purchase decisions.
The next generation of business leaders will require new talents and a different set
of skills to successfully grow their companies. While an excellent venue to champion
company values and enhance the reputations of senior executives, social media demands
transparency and ongoing, high level interaction. These demands are precisely the
reasons that social media may be viewed as too time consuming and risky for the C-Suite.
Yet in order to effectively lead a company, management competencies will have to be
reinvented around a new set of principles including transparency, integrity, collaboration,
and consistent communication with stakeholders about company vision, mission, and
values through social media channels.
This survey concludes that customers will increasingly value a CEO’s commitment to having
true conversations with customers, and will reward that engagement with trust and loyalty.
These new interactions will build lasting relationships between brands and customers that
will lead to a corporate culture with a foundation in transparency and openness, enabling
improved customer advocacy, employee engagement and sustainability.
For more information on this survey, please contact BRANDfog at contact@brandfog.com
20 • www.brandfog.com