social fresh east 2013: ryan cohn
TRANSCRIPT
What Doesn't My CEO
Get About Social Media?
Ryan Cohn
VP, Social/Digital Operations
Sachs Media Group
01. THIS IS A SAMPLE TITLE SLIDE
STOP!
01. THE EVOLUTION OF SOCIAL BUSINESS
The two most important criteria for a successful social
business strategy are that it is:
• Clearly aligned with strategic business goals of an organization.
• Has organizational alignment and support that enables execution of
that strategy.
Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013
Study of 698 executives and social strategists about their social media efforts,
conducted online during Q4 2012 by Altimeter Group
01. THE EVOLUTION OF SOCIAL BUSINESS
Half of all executives are not informed, engaged, or aligned
with their company’s social media strategies in any capacity.
We must overcome differences and bring both sides together.
02. HOW DO WE TURN POTENTIALLY THE BIGGEST RESISTORS INTO TOP ADVOCATES?
Analyze how senior leadership views social
Reframe misconceptions and perceptions
Connect social strategy to organizational
objectives
Encourage senior leadership social involvement
03. HOW SENIOR LEADERSHIP VIEWS SOCIAL
• 16% of CEOs on social– Expected to rise to 57% within 5 years
• LinkedIn is the only platform with more CEOs than general population– (26% of CEOs compared to 20% of general population)
IBM Global CEO Study: Quantitative study of 1709 CEOs, general managers
and senior public sector leaders, conducted face-to-face during 2012 by IBM
05. HOW EXECUTIVES USE SOCIAL MEDIA
05. WHO TAUGHT CEOS ABOUT SOCIAL?
“Huge ROI can be gained just by measuring
changes that stem from listening. It’s sad to
say, but the only changes I have seen are those
due to large or threatening groundswells.”
“And in my view, change was only made to
silence the noise.”
- Frank Eliason, SVP of Social Media, Citi
06. REFRAMING MISCONCEPTIONS AND POTENTIALLY DAMAGING PERCEPTIONS
Audiences and tactics have matured.
Social media role's extends beyond customer service and brand awareness.
Educate on the opportunities in risk/crisis mitigation, brand protection and reputation management, recruiting/staffing, etc.
“Social networks have evolved to become
knowledge and communication networks, and
access to thought leadership content is now
the primary reason professionals visit networks and
communities. Professionals are collaborating with
each other through the thought leadership content
they generate, curate or share.”
The Society for New Communications Research's (SNCR)
New Symbiosis of Professional Networks Study, 2012
07. STOP CALLING IT “SOCIAL MEDIA”
IDG Enterprise’s 2013 B2B Lead Generation Trends Survey
08. CONNECTING SOCIAL STRATEGY TO ORGANIZATIONAL OBJECTIVES
• Perspective of 2-3 years ago: C-Level knows social/digital has to be done, but don't know where to start.
• Now: They're getting it more and more with strong implementation and metrics.
09. THE EVOLUTION OF SOCIAL BUSINESS
Only 34% of businesses felt that their social strategy was connected to
business outcomes.
Quantitative survey conducted by Charlene Li and Brian Solis, March 6, 2013
Study of 698 executives and social strategists about their social media efforts,
conducted online during Q4 2012 by Altimeter Group
10. CASE STUDY: JOHN HAYESCHIEF MARKETING OFFICER, AMERICAN EXPRESS
11. THE SOCIAL MEDIA ROI PYRAMID
Jeremiah Owyang, The Altimeter Group
12. ENCOURAGING SENIOR LEADERSHIP INVOLVEMENT IN SOCIAL MEDIA
Getting your C-Level leadership personally active on social networks increases embrace of social strategies and helps to change misconceptions.
Long term strategy
Will not work for all organizations/executives
Be mindful of compliance and regulations
13. TRICK TO INCREASE SOCIAL ACTIVITY:FOCUS ON EMPLOYEE RELATIONS
Get C-Level active on social for employee acquisition, retention and company morale purposes.
14. EMPLOYEES PERSPECTIVES OF EXECUTIVE LEADERSHIP SOCIAL MEDIA PARTICIPATION
• 82% were more likely or much more likely to trust a company whose leadership team engages with social media.
• 78% would prefer to work for a company whose leadership is active on social media.
• 81% believe that CEOs who engage in social media are better equipped than their peers to lead companies in a web 2.0 world.
• 85% believe that CEOs can use social media channels to improve engagement with employees.
• 86% rated CEO social media engagement as either somewhat important, very important or mission critical.
Source: BrandFog 2012 CEO Study
15. HOW DO WE TURN POTENTIALLY THE BIGGEST RESISTORS INTO TOP ADVOCATES?
Reframe misconceptions and perceptions
Connect social strategy to organizational
objectives
Encourage senior leadership social involvement
