Post on 10-May-2015
description
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