The Social CEO: business leadership in an engagement world
Colin Byrne, Weber
Shandwick
CEO UK & EMEA
Rewiring of Society, Media, Business
2
Social technologies have been adopted at record speed
TIME TO REACH 50 MILLION USERS
38 YEARS
13 YEARS
4 YEARS
3 YEARS
1 YEAR
9
MONTHS
RADIO
TELEVISION
IPOD
INTERNET
TIM
E T
O R
EA
CH
50
MIL
LIO
N U
SE
RS
Source: Weber Shandwick, The Company Behind the Brand: In Reputation We Trust
60%
OF MARKET VALUE IS ATTRIBUTED TO
CORPORATE REPUTATION
Marketing and communications convergence is likely driven by the indivisibility of corporate and brand reputation
Proximity of the CCO to the CEO remains close. Over half of the most senior communications professionals report to the top.
Rise of the Chief Communications Officer
Extent to which reputation matters
CEO Participates in Social Media
25%
20%
15%
10%
5%
0
Highly Regarded CEOs
Poorly Regarded CEOs
24%
7%
CEOs sociability comes with reputational rewards
• Highly regarded CEOs have a higher social media participation rate than poorly regarded CEOs.
Source: The CEO Reputation Premium, Weber Shandwick & KRC Research, 2015
Of CEOs have more than just their name on company
websites
Of global CEOs engage socially 66%
Of CEOs of the world’s ‘most reputable’ companies
engage socially 81%
Of CEOs appear in video 40%
50%
Of CEOs have company -affiliated blogs 0%
Of CEOs participate on social networks 18%
Of CEOs have a presence on company homepage and About Us pages
34%
CEOs have become more visible to the public
CEO sociability is on the rise
level of sociability varies around the world
Percentage of CEOs of the world’s top 50 companies who are social
2010 2012
36%
66%
Fortune Global 50 CEOs are turning social
2010 2012
16%
18%
32%
18%
40%
50%
PYRAMID OF SOCIABILITY
Fortune Global 50 CEOs