social media for ceo's & leaders
DESCRIPTION
Social Media for CEO's & LeadersTRANSCRIPT
@GordonMakryllos@GordonMakryllos
The CEO Dilemma - Social Media
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Agenda
• Why Social?• The Reality?• The Opportunities?• Discussion
Warning: More Questions than Answers.
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Why Social?
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Is Social a fad?
Will Social repeat this “disruptive technology” history in Business?
• Mid 1980’s – No reason for a “personal computer”.
• Mid 1990’s – No reason to connect to the “Internet”.
• Late 2000’s – No reason to access “Social Networks”.
• Early 201o’s -No reason to bring your own “personal devices” to work.
• Today – No reason for CXO to be active on “Social Media”.
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The Social Media Industry is not helping.
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The Social Reality for Business.
Your Employees are already on social
Your Customers are already on social
Your Community stakeholders are on social
Your Customer’s customers are on social
Your Partners are on social
Your Future Employees are on social
Your Future Customers are on social
You’re already on Social ?
Are you driving Your Social Strategy ?
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The Brand Reality?
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The Brand Reality
What does the 1st page of Google say about your brand?
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The Social Reality – Google Page 1 “Case Study – Me – 5,030 search results”
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The Social Reality
How much are you investing in promoting & protecting your brand?
The Reality: The 1st page of Google is your brand
• Google searches & indexes comments in Social.• Your brand is impacted by all comments– both negative &
positive.
• First page of Google for your brand is what counts as your brand.
• Comments on Social networks influence Google’s rankings.
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The Social Reality
Implications of not managing Social?
• Surrender your online brand perception to anyone in social media who cares to have a voice?
• Squander your efforts to build brand values and brand equity?
• Failing to effectively connect your corporate values with the community, customers and employees?
Are you optimising your ROI ?
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The Opportunities?
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The Customer Journey has changedAcross B2B and B2C Social is playing a major part
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B2B are Actively Deploying Social
• B2B firms are actively using a range of social platforms.
• 83% of B2B buyers research online before making a purchase decision.
• Perceptions of CxO re Social Media is not aligned to the facts of how successful B2B businesses are using it.
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Global Investment in a Digital WorldWhere the investment is going
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Benefits of Digital / Social Investment
Impacts the bottom line:
• Customer Sat • Loyalty• Lead generation • Conversion
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Opportunities Exist Across EcosystemChallenge is to prioritise
OPE
RATI
ON
ALEX
CELL
ENCE
INTERNAL(Employees)
EXTERNAL (Customers, Partners, Media)
SOCIAL TECHNOLOGIESINSIDE & OUTSIDETHE ENTERPRISE
BRAND PROMOTION / PROTECTIONCAUSE MARKETINGCRISIS MANAGEMENTCUSTOMER SUPPORT
SOCIAL SALES / REVENUEPARTNER ENGAGEMENTPRODUCT / SERVICE IDEASTALENT ACQUISITION
COLLABORATIONCUSTOMER CENTRICITYTALENT RETENTION
PROCESS IMPROVEMENT PRODUCT INNOVATIONEMPLOYEE ADVOCACY
SOCI
AL B
RAN
D
1
2
4
3
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Social Strategy an ongoing journey
Social Strategy Governance Program
• Single strategy framework
• Architecture, Technologies, and Analytics centrally implemented
• Social assets governance
• Integrated into operational processes
• Process based execution
• Managed content
Online Reputation Management
Cause Marketing
Protect
Promote
Divisional Customer SupportConnect
Connect staff, supply-chain, customers and their customers
Organisational-wide customer support inclusive of C-level
Targeted promotion
Owned & Earned Marketing
Crisis Management
Proactive Protection
Increase advocacy
Integrated & consolidated transactional SCRM capability
Incorporate Big Data into sales
Establish Enhance Evolve
Transact
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Discussion?