A presentation by Jaz Cummins, the Director of Montfort, a digital communications agency, with a focus on causes. This presentation deals with the importance of senior leadership having a voice on Social, first presented at The Influencer Marketing Huddle co-hoisted by Onalytica and OST Marketing.

1. Senior Leadership
on Social
Jaz Cummins / @jazcummins

2. Jaz Cummins
Director of Montfort, a digital communications agency, with
a focus on causes.
Specialist in editorially-minded, content creation, and
strategically growing and managing communities.
Key roles:
2011-2012 - Head of Digital, Amnesty International UK.
2012-14 - Managing social at The Guardian’s - Global
Development & Sustainable Business sites.
2013- present - managing social media for the UN Refugee
Agency, global accounts 3 days a week
2016-present - managing social media for We Mean
Business 2 days a week

3. Trust in individuals
Power of a face vs organisation
Declining trust in institutions
Trust is no longer top-down.
It's being unbundled and inverted.
A new recipe for trust is emerging.
Distributed amongst people.
3

4. Paul Polman, CEO, Unilever
4

5. Nigel Topping, CEO, We Mean Business
5

6. Saul Billingsley, & Jean Todt CEOs of FIA Foundation & FIA
6

7. Mary Barra, CEO, General Motors
7

8. Mike Kobori, VP of Sustainability, Levi’s
8

9. Mike Barry, Head of Sustainability, M&S
9

10. Enabling senior voices
● Accounts do need at least some personal comment
● Doesn’t have to be the CEO
● Enable mid-level staff to use social to support and be amplified
○ Often easier for a CEO to retweet a staff member
● Provide ready-to-share content - tags & @names
○ Organisational
○ Press links with journalists tagged
○ Opportunities to engage
○ Events
● Create videos and quote cards
10

11. Enabling your CEO / Senior team
● One on one training and support ongoing
● Create a safe and friendly network around them - partners, staff etc
● Content calendars:
○ Provide ready-to-tweet content for them to tweak or you to post
with their sign off
● Ready-to-tweak influencer opportunities
● Manage mentions and DMs - do not encourage them to check
○ “Don’t feed the trolls” if they do
● Encourage a personal voice - passions or key dates
● Make it a habit - on the commute etc
11

12. jaz@montfort.io