C-suite and social media

13
How can we convince the C-suite to take social seriously? Martin Thomas @crowdsurfing

description

How to convince senior directors to take social media seriously

Transcript of C-suite and social media

Page 1: C-suite and social media

How can we convince the C-suite to take social seriously?

Martin Thomas@crowdsurfing

Page 2: C-suite and social media

Problem/Opportunity?

“80% of business leaders think it important to make the most of social media but 70% admitted that their efforts are currently ineffective.”

Chartered Management Institute, Feb 14

Page 3: C-suite and social media

Disruption isn’t always fun

“Digital communications is a destabilizing force in a bureaucratic

environment. And I am sitting right in the middle of a bureaucratic

environment.”Senior corporate communications director

Page 4: C-suite and social media

Disruption isn’t always fun

“We’re not set up for this shit.”UK CEO

Page 5: C-suite and social media

Paranoia is understandable

“Thanks to the digital revolution, chief executives now live in glass

houses. An ill-judged remark can be broadcast to the world in an instant.”

The Economist, Oct 14

Page 6: C-suite and social media

Unlearning received wisdom

“To thrive in the world of social media, leaders need to acquire a mind-set of openness and imperfection and they must have the courage to appear raw

and unpolished”Six Social Media Skills Every Leader Needs:

Roland Deiser and Sylvain Newton,McKinsey Quarterly, Feb 13

Page 7: C-suite and social media

Getting used to being out of control

“The instinctive reaction from the board is: how do we control the

online lives of our staff? But social media – available at the touch of a button on the mobile phone – does

not lend itself to Soviet-style command and control”.

Anthony Goodman, Tapestry Networks, Financial Times, Oct 2013

Page 8: C-suite and social media

“Organisational social-media literacy is fast becoming a source

of competitive advantage.” McKinsey, Feb 13

Page 9: C-suite and social media

Align with organisational priorities

Reduce cost of business

Reduce cost of acquisition

Generate incremental revenue

Address key corporate challenges: talent, loyalty, reputation

Page 10: C-suite and social media

Glass half empty

“The board has a responsibility for ensuring a corporate strategy is

developed, that risk management processes are in place and that a crisis communication plan exists. Each must take account of social

media.” Anthony Goodman, Tapestry Networks, Financial Times Oct 2013

Page 11: C-suite and social media

Glass half full

“70% of business professionals believe social business is an

opportunity to change the way their organisation works ”

MIT Sloan & Deloitte. July 2013

Page 12: C-suite and social media

Get the culture right and the social media will look after itself

Page 13: C-suite and social media

www.dissident.biz@DissidentBiz