Social Media for the C-Suite

Why Bloody Important Senior Executives need it, how to use it and protect against

reputational risk

Introduction

• Brand• Digital• Social• Content

Context

• How important are you?

Context

• Senior Executives• CEOs• Financiers• Investors

Context

• Pretty bloody important then

Context

• How much do you care • about Social Media?

Context

• About *that* much

Context

• What is • “Social Media”?

Context

• Pink, flowery, marketing stuff…

Context

• Useful at the front end

Context

• But “we” don’t need it

Context

• Because, “We”… • …are bloody important executives

Context

• There’s a problem with that

Context

• The Crowd

The Crowd

• Facebook: 750m users• Twitter: 300m users• YouTube: 200m (a day)• Groupon: 115m users• LinkedIn: 100m users

Source: Digital Marketing, Craig P. Smith

The Crowd

• Pandora: 100m users• Flickr: 40m users• WordPress: 50m users• Google+: 45m users• Foursquare: 10m users

Source: Digital Marketing, Craig P. Smith

The Crowd

• That’s about 2bn users• Across just 10 networks

The Crowd

• Oh, and…• …there are about 800 other networks

The Crowd

• They’re social• They’re connected• They want to be able to contact you

The Crowd

• Not the branded ‘you’• The ‘social’ you

The Social You

• Customer Services isn’t enough• It’s the start of the conversation• But it’s not the end

The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

The Social You

• Customers expect to reach Execs.• At the highest levels

The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

The Social You

• The Social C-Suite

The Social You

• You’re ‘unavailable’? OK…

The Social You

• The crowd will just make you up

The Social You

• It may be amusing

The Social You

• But online reputation is easily damaged

The Social You

• If you don’t manage & control it

The Social You

• Someone else will

The Social You

• The conversation is already happening• With you, without you, about you

WTF…?*!!?

The Social You

• Still feeling bloody important?

The Social You

• Or are billions of usersstarting to worry you?

The Social You

• About *that* much?

The Good News

• Is the opportunity…

The Social Steps

• Listen• Learn• Engage• Influence• Convert

The Social Steps

• Listen• Learn• Engage• Influence• Convert

The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

The Social Steps

• Listen:• To customers• To competitors• To staff

The Social Steps

• Learn:• The info you need is available• Share it with your community

The Social Steps

• Engage:• Accessible markets• Connections & conversations

The Social Steps

• Influence:• Shaping the agenda• Changing outcomes

Brand Amplification: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

The Social Steps

• Convert:• The power of many• The crowd decides (not you)

The Social Steps

• Yeah, sure, but…

The Social Steps

• “What the fu*k is social media?• We’re ‘Important’ – remember?”

What the fu*k is ‘social media’?

• It’s confusing

The Establishing Statement

source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

• Let’s use a single framework…

The Establishing Statement

source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

For ---------------------------------------------------- (Audience)--------------------------------------------------------- (Brand)is the ------------------------------------------------- (Context)that --------------------------------------------------- (Competency)

The Establishing Statement

source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

For ---------------------------------------------------- (Audience)---Social Media-------------------------------------- (Brand)is the ------------------------------------------------- (Context)that --------------------------------------------------- (Competency)

The Establishing Statement

source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

For --anyone seeking information or opinion--- (Audience)---Social Media-------------------------------------- (Brand)is the ------------------------------------------------ (Context)that --------------------------------------------------- (Competency)

The Establishing Statement

source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

For --anyone seeking information or opinion--- (Audience)---Social Media-------------------------------------- (Brand)is the ----online channel--------------------------- (Context)that --------------------------------------------------- (Competency)

The Establishing Statement

source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010

For --anyone seeking information or opinion--- (Audience)---Social Media-------------------------------------- (Brand)is the ----online channel--------------------------- (Context)that ---connects people with content----------- (Competency)

Social Media

“For anyone seeking information or opinionSocial Media is the online channel that connects people with content”- Scot McKee

Social Media

• That wasn’t so tough was it?

Social Media

• Great. Now what?

Choose Your Weapon

• There are 800+• (Don’t try to use them all…)

Choose Your Weapon

• Social Networks • (e.g. Facebook/LinkedIn)

Choose Your Weapon

• Blogs • e.g. Wordpress/Posterous

Choose Your Weapon

• Wikis • e.g. Wikipedia

Choose Your Weapon

• Forums/Chat

Choose Your Weapon

• Connect Communities • e.g. YouTube/Flickr/Slideshare

Choose Your Weapon

• Microblogging • e.g. Twitter

I understand, but I’m…

• Yes, we know – a Senior Executive• And bloody important

Why bother?

• You’re doing it already• One handshake at a time

Why bother?

• One meeting at a time

Why bother?

• One call at a time

Why bother?

• One presentation at a time

Why bother?

• Isn’t that, you know, a bit… slow?

Why bother?

• To accelerate, you need to participate

Why bother?

• For brands to grow, they need to be social

Why bother?

• The whole company needs to be social

Why bother?

• Not because I want you to• Because customers want you to be

Why bother?

• You’re part of the company • A bloody important part, obviously

Why bother?

• It’s time to hug the crowd

What bloody important Execs. can do

• Start with the familiar• Socialize traditional activity• Integrate & support mkting• That’s it

Start with the ‘Familiar’

• Blogging• Slideshare• YouTube• LinkedIn• Twitter

Start with the ‘Familiar’

• Our working example is…• Scot McKee

Start with the ‘Familiar’

• Yes, I’m bloody important

Socialize Traditional Activity

• Scot McKee, Columnist• B2B Marketing Magazine

Socialize Traditional Activity

• Change ‘Columnist’ • to ‘blogger’• Delete ‘Magazine’

Socialize Traditional Activity

• Scot McKee, blogger• B2B Marketing

Socialize Traditional Activity

• Syndicate content • Multiple platforms• Delete qualifiers

Socialize Traditional Activity

• Scot McKee, blogger

Socialize Traditional Activity

• Presented by Scot McKee

Socialize Traditional Activity

• Slides are seen once• Then locked in a laptop

Socialize Traditional Activity

• Rewrite, then publish

Socialize Traditional Activity

• Slides that were seen by one• Can be shared by many

Socialize Traditional Activity

• Equivalent 10 yrs. of presentations, in 3 mths.

Socialize Traditional Activity

• Starring Scot McKee

Socialize Traditional Activity

• Presentations/Seminars/Keynotes• Wasted assets lost in the moment

Socialize Traditional Activity

• Video them• Edit • Then publish

Socialize Traditional Activity

• Content seen by few• Can be viewed by many

Socialize Traditional Activity

• Shared by Scot McKee

Socialize Traditional Activity

• LinkedIn is not a job board• You’ve got a job, remember?• A bloody important one

Socialize Traditional Activity

• It’s a community hub• To ‘connect people with content’

Socialize Traditional Activity

• Learn to use it

Socialize Traditional Activity

• Clients, prospects & staff• Are expressing interest

Socialize Traditional Activity

• Rich functionality• Encourages sharing

Socialize Traditional Activity

• Amplifies brands• Enhances reputation

Socialize Traditional Activity

• Twitter is not about lunch• It’s about everything (and lunch)

Socialize Traditional Activity

• Learn to use it

Socialize Traditional Activity

• Cross-network• Cross-platform

Socialize Traditional Activity

• Your network will help you

Socialize Traditional Activity

• Because, you… • …are bloody important

Final Thoughts

• It might look like Social Media is • all about ‘you’

Final Thoughts

• But it’s all about business• ‘All roads lead to the brand…’

Final Thoughts

• Everything I’ve shared• Links directly to Birddog

Final Thoughts

• Everything I’ve shared• Links directly to Birddog

Final Thoughts

• Everything I’ve shared• Links directly to Birddog

Final Thoughts

• Everything I’ve shared today• Links directly to Birddog

Final Thoughts

• Even these slides

To End at the Beginning…

• Listen• Learn• Engage• Influence• Convert

Socialize Traditional Activity

• You can do this• It’s important• Bloody important

Thank you (and be social…)

Scot McKee

Further Resources

• Links:– http://www.birddog.co.uk

– http://www.slideshare.net/birddogb2b – http://www.youtube.com/user/BirddogB2B– https://twitter.com/#!/BirddogB2B – https://twitter.com/#!/scotmckee– http://is.gd/mckeebooks

Photo Credit: http://www.freedigitalphotos.net

http://www.birddog.co.uk