Your CEO is your company's best (or worst!) representative, the public face of what your company is and what it stands for. It isn't just a good option for this leader to go social - by now, it's imperative! But... how? And how should you convince her? Perhaps most important, are you the right person to show her the way? This presentation is adapted from one of my most popular keynotes. It's designed for an audience of PR and Communications leaders, but easily applies to a social guide in any official role of the company. If you find it valuable, please pass it along to a friend. Perhaps even to your favorite CEO. - Ted Coiné

1. Ted Coiné, CEO
OPENfor.business
@tedcoine #socialCEO
Guiding Your C-Suite to Go Social

2. The truly social executive isn’t just as rare as a unicorn.
She’s as rare as a blue unicorn!
@tedcoine #socialCEO

3. Can you give this cartoon a title?
@tedcoine #socialCEO

4. “The C-Suite Discusses Going Social.”
@tedcoine #socialCEO

5. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
2. Why should C-Suite go social?
3. Why should you guide them?
@tedcoine #socialCEO

6. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
2. Why should the C-Suite go social?
3. Why should you guide them?
@tedcoine #socialCEO

7. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
2. Why should the C-Suite go social?
3. Why should you guide them?
@tedcoine #socialCEO

8. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
The First Rule of Business:
Go where your customers are.
And your employees….
And your competitors…
And…
@tedcoine #socialCEO

9. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
The First Rule of Business:
Go where your customers are.
And your employees….
And your competitors…
And…
@tedcoine #socialCEO

10. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
2. Why should the C-Suite go social?
3. Why should you guide them?
@tedcoine #socialCEO

11. A finding from the book: By 2020 there will be two
kinds of CEO: Social, and Retired. Which will yours be?
@tedcoine #socialCEO

12. CEO to his executives:
“You have one week to go social.”
@tedcoine #socialCEO

13. “How can you make a decision about your company if
you don’t understand [social]?”
@tedcoine #socialCEO

14. But what is a truly social CEO?
@tedcoine #socialCEO

15. The 7 Attributes of CEOs Who Get
Social Media
1. Have an insatiable curiosity
2. Have a DIY mindset
3. Have a “bias for action”
4. Are relentless givers
5. Connect and converse instead of broadcast
6. Are the company’s #1 brand ambassador
7. Lead with an O.P.E.N. mindset
8. Tend to be socially conscious, not just “social”
@tedcoine #socialCEO

16. Positioning Yourself as Pathfinder for a
Social C-Suite
1. Does social even matter?
2. Why should the C-Suite go social?
3. Why should you guide them?
@tedcoine #socialCEO

17. But Are You The Right Pathfinder?
• Are you social yourself?
• Do you follow the mandate of the Social Age:
“More Social. Less Media.” ?
• Who do you look to for advice? Unfortunately,
a lot of authors, experts, and gurus out there
aren’t all that social themselves. Beware.
@tedcoine #socialCEO

18. But Are You The Right Pathfinder?
• Are you social yourself?
• Do you follow the mandate of the Social Age:
“More Social. Less Media.” ?
• Who do you look to for advice? Unfortunately,
a lot of authors, experts, and gurus out there
aren’t all that social themselves. Beware.
@tedcoine #socialCEO

19. But Are You The Right Pathfinder?
• Are you social yourself?
• Do you follow the mandate of the Social Age:
“More Social. Less Media.” ?
• Who do you look to for advice? Unfortunately,
a lot of authors, experts, and “gurus” out
there aren’t all that social themselves. Please,
be very careful.
@tedcoine #socialCEO

20. Case Studies
Who is truly social today?
Who should your
C-Suite emulate?
@tedcoine #socialCEO

21. Is Your CEO a Bona Fide Celebrity?
@tedcoine #socialCEO

22. If Not, Tell Him or Her to Engage!
@tedcoine #socialCEO

23. A CEO’s personal brand should be built intentionally,
not accidentally. Today, this is still too rare.
@tedcoine #socialCEO

24. Remember: Personal Branding Should Be Intentional.
Conversational – vs. – Broadcasting:
• Do they use social as a means of two-way communication
(conversational)? Or do they use social as a digital billboard to
talk at their “fortunate” audience (broadcasting)?
Humble - Arrogant:
• Do they follow back (humble)? Or are they more important than
their followers, like an oracle of wisdom (arrogant)?
Disclaimer: 90% of the “arrogant” leaders on social aren’t actually
arrogant in real life. They’re victims of tragically-old-school advice.
@tedcoine #socialCEO

25. Remember: Personal Branding Should Be Intentional.
Conversational – vs. – Broadcasting:
• Do they use social as a means of two-way communication
(conversational)? Or do they use social as a digital billboard to
talk at their “fortunate” audience (broadcasting)?
Humble – vs. – Arrogant:
• Do they follow back (humble)? Or are they more important than
their followers, like an oracle of wisdom (arrogant)?
Disclaimer: 90% of the “arrogant” leaders on social aren’t actually
arrogant in real life. They’re victims of tragically-old-school advice.
@tedcoine #socialCEO

26. Remember: Personal Branding Should Be Intentional.
Conversational – vs. – Broadcasting:
• Do they use social as a means of two-way communication
(conversational)? Or do they use social as a digital billboard to
talk at their “fortunate” audience (broadcasting)?
Humble – vs. – Arrogant:
• Do they follow back (humble)? Or are they more important than
their followers, like an oracle of wisdom (arrogant)?
Disclaimer: 90% of the “arrogant” leaders on social aren’t actually
arrogant in real life. They’re victims of tragically-old-school advice.
@tedcoine #socialCEO

27. Serial Enterprise CEO; award-winning blogger. The
epitome of a Humble Conversationalist.
@tedcoine #socialCEO

28. “I would rather engage in a Twitter conversation with a
single customer than see our company attempt to
attract the attention of millions in a coveted Super Bowl
commercial.” – forward, A World Gone Social
@tedcoine #socialCEO

29. @tedcoine #socialCEO
An engaging, and engaged, founder – and a bleeding
heart capitalist! (Remember #8 on the list of traits: Tend
to be socially conscious, not just “social.”)

30. @tedcoine #socialCEO
He was told, “One reason the board chose you was your
strong public [social] profile.”

31. @tedcoine #socialCEO
CEO of the formerly-least-sexy brand on earth, 174 year
old Dun & Bradstreet. His reason for going social says it
all: Rebranding! “We’re a data science company. That’s
1/3 of our business and growing fast!”

32. A do-gooder, CEO of a company of do-gooders.
@tedcoine #socialCEO

33. Using social to fight for human rights in Georgia.
@tedcoine #socialCEO

34. Said a leader who first met him via social, "I am not one
to be easily swayed by marketing, at all, but I will back
people I believe in. John gets it."
@tedcoine #socialCEO

35. How One Hospital Got Infected with Social (from left to
right: PR  Chief Nursing Officer  CEO)
@tedcoine #socialCEO

36. Recognizing employees via social.
@tedcoine #socialCEO

37. Uses social to share his firm’s “Values-Based
Leadership” #VBL
@tedcoine #socialCEO

38. Uses social to collaborate with his nimble, dispersed
workforce.
@tedcoine #socialCEO

39. Customer-Obsessed Vice Chairman, NetApp
@tedcoine #socialCEO

40. EU-based CEO has used social to connect with other
leaders across the world for years now. Relationships
helped pave the expansion into the US.
@tedcoine #socialCEO

41. @tedcoine #socialCEO
A Truly Social CMO (believe it or not, this is still
surprisingly rare! CMOs are among the worst non-social
culprits. Old school upbringing?)

42. @tedcoine #socialCEO
Hospital CEO-turned CEO of Canada’s national
accreditation society, “Working to put more health in
healthcare.”

43. Next: more leaders with social accounts. Where would
they fall on the chart? Remember: 90% of arrogant-
seeming leaders are just the victims of bad advice.
@tedcoine #socialCEO

44. CEO of Girl Scouts uses social to spread the good word!
@tedcoine #socialCEO

45. Recently-Retired CEO of Telstra and his successor
@tedcoine #socialCEO

46. @tedcoine #socialCEO
Chief Learning Officer of SAP

47. Pepsi CEO uses social to represent her global brand and
connect with her global workforce.
@tedcoine #socialCEO

48. CMO of HP Inc.
@tedcoine #socialCEO

49. Using social to extend sway of charity.
@tedcoine #socialCEO

50. Former Microsoft CEO. Billionaire. Uses social to
represent his sports team.
@tedcoine #socialCEO

51. Apple
@tedcoine #socialCEO

52. Tesla
@tedcoine #socialCEO

53. Dell
@tedcoine #socialCEO

54. Amazon
@tedcoine #socialCEO

55. Venture Capitalist
@tedcoine #socialCEO

56. About today’s presenter and his company…
@tedcoine #socialCEO

57. We’re only as strong as our network!
@tedcoine #socialCEO

58. What is OPENfor.Business?
@tedcoine #socialCEO

59. OPENfor.business is the bureau where you can find
world-class speakers for your next event.
@tedcoine #socialCEO

60. OPENfor.business is the blog where C-level leaders gain
crucial insights into the future of work.
@tedcoine #socialCEO

61. Most importantly: OPENfor.business is where brands
and B2B influencers connect to transform markets
together!
@tedcoine #socialCEO

62. Slideshare explaining influencer marketing.
@tedcoine #socialCEO