friending in high places - ragan communications · 2018. 5. 2. · friending in high places world...
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FRIENDING IN HIGH PLACES
World and Business Leaders on Facebook & Instagram
Presentation For: Facebook Leadership Communications SummitDon Baer, Worldwide Chair and CEO, Burson-MarstellerMatthias Lüfkens, Managing Director, Digital, Burson-Marsteller
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• World Leaders on Social Media –6th Year
• World Leaders on Facebook –2nd Year
• Public and Private Sectors –Important to Learn From One Another
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BACKGROUND
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REPORT REPORT
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WORLD LEADERS BUSINESS LEADERS
167 PUBLIC PAGES OF BUSINESS LEADERS identified by Facebook, including CEOs, Presidents, Founders and Owners of companies*Did not include non-profit leaders, motivational speakers, media figures
224 PUBLIC INSTAGRAM PROFILES OF BUSINESS LEADERSidentified by Facebook (with same qualifications as those above)
590 PUBLIC PAGES OF WORLD LEADERS on Facebook, including all current heads of state and government and foreign ministers*Did not include personal Facebook profiles
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DEFINITIONOF TERMS
FOLLOWERSNumber of connections (page likes)
INTERACTIONSReactions (including Likes on posts) + Comments + Shares
EFFECTIVENESSRatio of Interactions to Posts divided by the average Followers in 2016; shows efficiency of overall social media strategy
POSTSContent published by World or Business leader
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SHARE KEY OBJECTIVES
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WORLDLEADERS
BUSINESSLEADERS
LEAD IN TOTAL FOLLOWERS AND INTERACTIONS
HAVE HIGHER OVERALL EFFECTIVENESS
AVERAGE FOLLOWERS AVERAGE INTERACTIONS AVERAGE EFFECTIVENESS
BUSINESS LEADERS 349,806
WORLD LEADERS 528,419
WORLD LEADERS 1,789,264
BUSINESS LEADERS974,537
WORLD LEADERS
0.72%
BUSINESS LEADERS
2.2%
VotesVoters
BaseApproval
SalesConsumersBrand Loyalists & EmployeesBrand Following
&
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VS
WORLD LEADER
BARACK OBAMA
52 MILLION
BUSINESS LEADER
BILL GATES
19 MILLION
2016 MOST FOLLOWED LEADERS WITH PUBLIC PAGES
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THE MOST FOLLOWED LEADERS ALSO HAVE SOME OF THE LOWEST EFFECTIVENESS SCORES:
GATES 0.16%Business Leader Average 2.2%
BILL
OBAMA 0.15%World Leader Average 0.72%
BARACK
2016 MOST FOLLOWED LEADERS WITH PUBLIC PAGES
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THEIR LARGE AUDIENCES ENSURE THEY STILL REACH A LARGE POPULATION
GATES8,178,088 total interactions or nearly10X THE AVERAGE
Business Leader Average 974,537
BILL
OBAMA30,387,990 total interactions or nearly17X THE AVERAGE
World Leader Average 1,789,264
BARACK
2016 MOST FOLLOWED LEADERS WITH PUBLIC PROFILES
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WORLD LEADERSON FACEBOOK
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• U.S. President Barack Obama remains on top
• Indian Prime Minister Narendra Modi – a close second
• Queen Rania (Jordan) – more followers (10.6M) than her country’s population (6.5M)
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2016 - OBAMA LEADS IN FOLLOWERS
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• Prime Minister Modi – almost triple the interactions of Cambodian Prime Minister Hun Sen (second on list)
• Modi’s interactions have declined compared to:
• 2015 (225M interactions)
• 2014 (215M interactions)
YET, MODI HAD MORE INTERACTIONS
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• Few posts (44) plus high interactions drove President of Albania BujarNishani’s effectiveness
• Top performing posts included photos with: His family on his 50th
birthday (26,038 interactions), U.S. Secretary of State John Kerry (20,896 interactions)
NISHANI IS MORE EFFECTIVE THAN EITHER
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• Modi takes over as most-followed world leader
• Trump brings a significant following –instantly second most-followed
• If his interactions continue, he will outstrip Modi (2016 –Trump 290,454,329 interactions v. Modi 168,262,252 interactions)
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ONCE TRUMP ENTERS OFFICE
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BUSINESS LEADERSON FACEBOOK & INSTAGRAM
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ZUCKERBERG: THE MOST FOLLOWED BUSINESS LEADER
• Gates is the most followed Business Leader with a public page
Note: Mark Zuckerberg and Sheryl Sandberg have personal profiles
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GATES: GENERATES THE MOST INTERACTION
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HEDBERG IS MOST EFFECTIVE
• Small but loyal following
• Small circles are highly interactive; can drive engagement/influence (and therefore effectiveness)
• Promoted posts can increase interaction (and therefore effectiveness)
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• Most followed Business Leaders tend to have wider public profiles as well as being executives
INSTAGRAM:A GROWING CHANNEL FOR INFLUENCE
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• Analysis of 2016 growth rates shows increasing use by more traditional CEOs and executives
INSTAGRAM:A GROWING CHANNEL FOR INFLUENCE
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PERSONAS ON FACEBOOK & INSTAGRAM
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THE FAMILY GUY/GAL
Balancing family with work, making meaningful connections
• Shares interesting, humorous, poignant slices of life
• Aims for genuine online self-portrait
• Sees business/social issues through the prism of future generations
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MOTIVATION
• Posts about family/personal matters gain
the most likes
• Relatability, especially among young
professionals, humanizes leadership
• Opens door to engage on many topics
• Most popular posts relate to family
RECOMMENDATION
• Be genuine – if leader owns his/her own
posting it provides a behind-the-scenes
look
THE FAMILY GUY/GAL
RACHEL ZOE
CEO, Rachel Zoe Inc.
JUSTIN TRUDEAU
Prime Minister of Canada
Balancing family with work, making meaningful connections
• Shares interesting, humorous, poignant slices of life
• Aims for genuine online self-portrait
• Sees business/social issues through the prism of future generations
World Leader:
@BarackObama family
picture wishing fans a
Happy Easter.
2 MILLION
INTERACTIONS
Business Leader:
@BillGates Birthday
wish to Melinda Gates
462,370
INTERACTIONS
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THE CARRIE BRADSHAWPosting–and relating–in their own words
• Relishes self-expression, individuality
• Believes in direct lines of communications
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MOTIVATION
• Attracts followers due to proven
(and perceived) authenticity
• When documenting
corporate/campaign
developments, creates
excitement for outcome,
understanding about failures
RECOMMENDATION
• While unscripted and personal, be
careful not to overdo it
THE CARRIE BRADSHAW
DAYMOND JOHN
Founder & CEO, FUBU
LARS LOKKE
Prime Minister, Denmark
Posting–and relating–in their own words
• Relishes self-expression, individuality
• Believes in direct lines of communications
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THE ASHTON KUTCHERCapturing life as it happens
• Early adopter—and enthusiastic user—of online video and live posting
• Uses multimedia to add vibrancy to posts
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MOTIVATION
• Averages more likes/shares than
posts without video/ photos
• Visual posts can cut across
language barriers, resonate with a
larger audience
RECOMMENDATION
• Shoot videos on mobile –
Guerrilla ethos is appealing
• Keep videos to no longer than you
need for the message you are
sharing
• Change it up – there is value in all
content
THE ASHTON KUTCHER
TONY FERNANDES
Founder, AirAsia & Tune Hotels
JUAN ORLANDO HERNANDEZ
President, HondurasCapturing life as it happens
• Early adopter—and enthusiastic user—of online video and live posting
• Uses multimedia to add vibrancy to posts
For World Leaders: Native
videos receive 4,847
AVERAGE interactions per
post
52,827 AVERAGE views
For Business Leaders: Native
videos receive 1,377 AVERAGE
interactions per post,
42,001 AVERAGE views
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THE HANNAH HORVATHHonest to a fault
• Casual approach to social media, speaks mind
• May seek reputation as a renegade
• Can be off-putting to some, but endearing to others
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MOTIVATION
• Interesting – even controversial
– posts can spur higher
engagement, lively dialogues
RECOMMENDATION
• Expectation of greater access by audience – cannot start a debate and then leave
THE HANNAH HORVATH
RICHARD BRANSON
Founder, Virgin Group
ANDERS SAMUELSEN
Foreign Minister, Denmark
Honest to a fault
• Casual approach to social media, speaks mind
• May seek reputation as a renegade
• Can be off-putting to some, but endearing to others
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THE KRAMER
The person no one can ignore
• Stokes passions/beliefs of followers (voters, loyal consumers)
• Proficient at trolling opponents online
• Unafraid to take unpopular—even outlandish—positions to elicit reaction
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MOTIVATION
• Creates engagement through lively debates
• Near devotion from base• Attention can spill-over to elicit
engagement from opponents
RECOMMENDATION
• Know your limits
THE KRAMER
JOHN LEGERE
CEO, T-Mobile
DONALD TRUMP
President, United States
The person no one can ignore
• Stokes passions/beliefs of followers (voters, loyal consumers)
• Proficient at trolling opponents online
• Unafraid to take unpopular—even outlandish—positions to elicit reaction
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RECOMMENDATIONS
Be yourself
Show-Don’t tell
Mix it up Respond
Keep at it