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Social CEO:
Getting Executives and Corporate
on Social Media
December 2015
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Who is this for
Corporate Communication
Your mission is to build your brands
presence on social media – and you know
the key lies with the untapped potential of
the executive board.
You want them establishing their social
profiles, connecting with their stakeholders,
and ultimately – influencing their industry
as thought leaders.
President Business
Your standard Exec – busy, and a little
uncertain of social media – but switched
on, and ready to take the ride if the value is
defined and the structure sound.
State of the Social C-suite
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What do we know?
CSUITE PERSONA
Time poor Always looking for
the competitive edge
Consume content on
mobile and tablets
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Who is on Social?
While 83% of people agreed that CEOs who actively participate in social media can
build better connections with customers, employees, and investors…….only 30% of
Fortune 500 CEOs are using social media
• 5.6% of Fortune 500 CEOs are now on Twitter
• 27.9% of CEOs are active on LinkedIn
• 28 Fortune 500 CEOs on Twitter with a combined total of 2,126,564 followers.
http://www.domo.com/news/press-releases/new-ceo-com-study-twitter-linkedin-emerge-as-top-social-channels-for-business-leaders
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What are the challenges?
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Who’s the audience?
Executives with social CEOs believe that the top recipients of their CEO’s social communications are company employees (71%)
followed by customers (64%). http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdf
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Where can Execs Engage?
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“As a business solution, social has evolved, moving well beyond the marketing department,
to address business objectives across the organization”
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W H O ’ S D O I N G I T W E L L – H I R I N G T H E S O C I A L W A Y – M I C R O S O F T M O B I L E
VIRAL VIDEO PRODUCTION LANDING PAGE
FACEBOOK FANPAGE
FANPAGE & FORUM SEEDING
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T H E F A C T O R Y O F D R E A M S
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Who’s doing it well?
• Business advocate who openly
publishes good act and positive
updates
• Personal interests (travel) and
business ventures blended
across FB content perfectly
• Provides insights into how the
embassy operates while
providing forward thinking
content
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Who’s doing it well?
• Vocal in his personal beliefs across
social, creating a strong personal brand
backed by professional advices and
sharing
• Regularly produces exclusive content of
new projects/services through a range of
media/ Actively advocates the industry
growth to build up thought leadership
• Stays topical with any new social trends,
actively participating. Provides a range
media to including videos, infographics
and blog posts
FB: ~ 4000 friends
LinkedIn: +500 connections
Gocnhintangphat.com
Admin of social pages: Lang
PR, Sage Brand &
Communication Academy
Building a Framework for Success
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Csuite Success
While there is no shortcut to building your online profile and establishing digital eminence, there is a
recipe.
• Publish valuable and remarkable content, consistently.
• Listen, share, and engage your stakeholders, consistently.
What we need is a system for success, to:
• Identify what messaging and content type is in demand
• Create content based of our research (social posts, infographics, short videos, guest blog posts,
etc.)
• Publish content to their social channels and direct to stakeholders, prospective customers and
industry influencers
• Amplified by the brand ambassadors, SMEs, and paid.
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1. Develop the Story
Messaging Workshop
• Develop messages that clearly
articulate a unique POV, and are
backed by proof points
• Align with industry research on
top trends and pain points
• Decide on voice and tone
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To feel safe, confident that there is a
structure in place to guide our voice
on social media.
Playbook
• Brand tone
• Guidelines for engagement
Response matrix
• Process for monitoring and
response
• Escalation protocols
Playbook and Risk Mitigation
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Exec/ brand POV
Demand
Content medium and platform
Targeted
2. Inform the Content
Content
Sourced from listening of
industry execs, influencers ad
consumers to unearth trends
and content demand
Determine messaging base and POV
The optimal content medium – tweet, post, video, infographic
– paired with the optimal platform for distribution
Cross-business activity calendar
informs content opportunities
(ex: events, campaigns, product
launches)
Content calendar and cheat sheet to set
schedule and targets for posting
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Ongoing social listening and research
to understand trends and content demand
Tracks content and provides ongoing measurement, to set benchmarks and for informing the content creation
Publishes content, get others’ support by re-purposing and sharing content across their social channels
Content calendar and cheat sheet tailored to each piece of
content to be published, with outreach guidelines
Creates content
informed from the research
3. Content Publishing Process
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Aligned with company news and events, industry trends, and culturally relevant content
Content Calendar - Weekly
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Platform Post Frequency Objective
2 posts/ week
Networking and connecting, starting and
joining relevant group discussions
3-5 posts/ week
Live-facebooking events, real-time Q&A,
amplifying blog posts
1 guest blog post/
quarter
Guest post on top industry blogs that Execs
already read and share
1-2 posts/ month on
owned channels
Identify Brand.com hotspots of traffic and
feature business and product specific content.
4. Publish Content
No single platform is a silver bullet, but they all have their strengths –
and combining their use will reach the right people, where it matters.
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One Year.
52 0:15 Videos.
Sustained Thought
Leadership.
News & Trends
(20)
Interviews With Peers
(15)
Customer Case
Studies
(5)
Employee Spotlight
(5)
Speaking Events
(2)
Industry Events
(5)
Content Idea – 15 Seconds With…
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5. Paid Amplification
• LinkedIn sponsored updates from
the Exec, targeted to niche audience
• Facebook sponsored guest posts
from the Exec, on the brand page
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6. Social Selling
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Platforms/ metrics 6 Months 1 Year Tracking
Overall • Leverage influence to
promote new
campaigns, events and
products
• 50 Linked posts, 10
guest blog posts, 10
brand site posts
• Established as an
industry influencer
across topics
• PR opportunities for the
team to attend/speak at
conferences and
publish content
• Share of Voice vs.
competitors
• Media mentions
• Press pick-up
• Sentiment
Hangouts 3 Hangouts (25 targets) 6 Hangouts (targets)
Facebook 3,000 fans
X Engagement
10,000 fans
X Engagement
Linkedin 750 Connections
X Engagement
1,500 Connections
X Engagement
Digital Eminence Outcomes
27- Thank you -