Survey: How visible is a large cap CEO online

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SURVEY: HOW VISIBLE IS A LARGE CAP CEO ONLINE? Fogel & Partners and Eklips Digital Advisors | Stockholm November 2012

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Few Swedish Large Cap CEO’s are visible online. This according to a survey of the 58 largest companies on Nasdaq OMX Stockholm conducted by the strategic communications advisors Fogel & Partners and Eklips Digital Advisors. According to the survey, made in October 2012, only one quarter of the companies use a YouTube account to make CEO interviews visible. 19 per cent use Slideshare to publish and spread CEO interviews, 16 per cent of CEO’s has a LinkedIn profile and only one CEO is active on Twitter. http://www.fogelpartners.se/en/swedish-large-cap-ceos-not-visible-online/

Transcript of Survey: How visible is a large cap CEO online

Page 1: Survey: How visible is a large cap CEO online

SURVEY: HOW VISIBLE IS A LARGE CAP CEO ONLINE?

Fogel & Partners and Eklips Digital Advisors | Stockholm November 2012

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More and more CEO’s today only line up when they must, around Q reports four times a year and on their Capital Markets Day. On these occasions, they communicate with a pre-written message around the company’s finances. After that they are quiet. Stock Exchange CEO’s should use their public position to build sustainable relations with all stakeholders. Olle Zachrisson, Svenska Dagbladet, February 20, 2012

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Executive Summary

§  24% of the companies on Nasdaq OMX Large Cap do not publish a CEO biography on website

§  40% do not highlight any presentations §  79% do not profile CEO via video or

audio §  60% of CEO’s do not have a Wikipedia

page §  16% of CEO’s have a LinkedIn profile §  Ola Rollén, Hexagon, only Large Cap CEO

with a personal Twitter account

§  26% of the companies use a YouTube account to publish CEO videos

§  19% use a Slideshare account to highlight CEO presentations

§  Michael Wolf, Swedbank; Jan Johansson SCA; and Keith McLoughlin, Electrolux, most visible with corporate owned/own social media content

§  10% of CEO’s mentioned >100 times in social media

§  Hans Vestberg, Ericsson, and Lars Nyberg, TeliaSonera, mentioned >500 times in social media

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About the Survey

About §  The survey of all 58 CEO’s on Nasdaq OMX

Large Cap §  Survey period: October 2012 §  13 categories

-  Biography -  Images -  Presentation slides -  Transcripts from speeches -  Written CEO statements -  CEO statements audio/video -  Google first page hits Swedish and English -  Wikipedia -  Personal LinkedIn account -  Personal Twitter account -  Corporate Slideshare account with CEO content -  Corporate YouTube account with CEO content

§  0, 5 or 10 points were given in each respective category

§  Example: Does the company present a CEO biography on their corporate website? - None (0 p), Brief (5 p), Extensive (10 p)

§  130 points in total Online channels included in survey §  Corporate website §  Google §  Wikipedia §  Branded/owned social media accounts

Online channels included in presentation but excluded from survey §  Mentions in social media §  Global CEO Google searches

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THE CORPORATE WEBSITE

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Biographies & Images

16%

60%

24% Biographies Extensive

Brief

None

27%

71%

2%

Images Many ≥5

Few <5

None

•  DEFINITION: Does the company have downloadable CEO pictures on the corporate website?

•  DEFINITION: Has the company a CEO biography on the corporate website?

§  24%  do  not  have  a  CEO  biography  

§  <20%  of  the  companies  have  an  extensive  CEO  biography  

§  All  companies,  except  one,  publish  images  of  the  CEO  

§  Only  27%  offer  more  than  5  images  of  the  CEO  

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Presentations

7

5%

15%

80%

Many ≥5

Few <5

None

Transcripts from speeches 12%

48%

40% Many ≥ 5

Few <5

None

§  Only 12% highlight many CEO presentations

§  40 % doesn’t highlight any presentations

§  20% have transcripts from CEO speeches

§  3 companies have many CEO speeches

•  DEFINITION: Does the company publish CEO presentations, ex Q report presentations?

•  DEFINITION: Does the company publish transcripts from speeches?

Presentation slides

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CEO statements

8

100%

Yes

No

§  No company publishes CEO statements on a regular basis

§  Some companies publish CEO statements from the annual report

 

§  79% of the companies do not profile CEO via video/audio

§  <10% have many statements via video or audio from CEO

7%

14%

79%

Many ≥5

Few <5

None

Audio/video

•  DEFINITION:  Does  the  company  publish  audio  or  video  material  from  CEO  ex  of  webcasts  or  analyst  calls  from  Q  reports?  

•  DEFINITION:  Does  the  company  publish  wriMen  CEO  statements  on  a  regular  basis,  e  g  newsleMers,  blog  posts  etc.?  

Written

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GOOGLE

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93% of respondents believe that CEO engagement in social media helps to communicate company values, shape a company’s reputation, and increase and evolve corporate leadership in times of crisis. 2012 CEO, Social Media & Leadership Survey by Brandfog

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Google first page hits

19%

40%

41% ≥5

3-4.

0-2

11

5%

29%

66%

≥5

3-4.

0-2

§  66% have 0-2 company controlled hits

§  5% have ≥5 company controlled hits

•  DEFINITION: How many company controlled hits on Google first page when searching on CEO + company name ?

•  DEFINITION: How many company controlled hits on Google first page when searching on CEO + company name?

§  41% have 0-2 company controlled hits

§  19% have 5 or more company controlled hits

English Swedish

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Google searches

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•  DEFINITION: How many global Google searches on CEO + Company during search period?

21%

26% 53%

100-

50-100

0-50

Google searches

§  53% of CEO’s are searched <50 times during one month

§  21% are searched >100 times

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WIKIPEDIA

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This lack of engagement would be similar to 50% of the world using e-mail with big CEO’s holding out, or 50% of your customers shopping online but no CEO’s trying it. Josh James, Founder of Omniture. Forbes.com

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Wikipedia

4%

36%

60%

Extensive

Short

None

Wikipedia page

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§  Only two CEO’s have extensive Wikipedia pages

§  60% do not have a Wikipedia page

•  DEFINITION: Does the CEO have a personal Wikipedia page?

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BRANDED & OWNED SOCIAL MEDIA ACCOUNTS Definition: Corporate social media account (YouTube or Slideshare) with CEO content or personal account/profile (Twitter and LinkedIn)

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Twitter’s growth was accompanied by a strong increase in use of the social networks LinkedIn and YouTube. Interestingly, the use of Facebook in the corporate sphere grew much more slowly in comparison. Investis IQ Corporate Website Rankings Q3 2012

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16%

84%

Yes

No

LinkedIn

2%

98%

Yes

No

Twitter

LinkedIn and Twitter

•  DEFINITION: Does the CEO have a personal LinkedIn profile? •  DEFINITION: Does the CEO have a personal Twitter account?

§  16% of CEO’S have a LinkedIn profile

§  One CEO has a personal Twitter account

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YouTube and Slideshare

19

19%

81%

Yes

No

26%

74%

Yes

No

§  26% of the companies use a YouTube account to publish CEO videos

§  19% use a Slideshare account to highlight CEO presentations

•  DEFINITION:  Does  the  company  publish  CEO  videos  on  a  corporate  YouTube  account?  

•  DEFINITION:  Does  the  company  publish  CEO  presentaPon,  e  g  Q  reports  on  a  corporate  Slideshare  account?  

YouTube Slideshare

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MENTIONS IN SOCIAL MEDIA Definition: Number of social media mentions (Blogs, Facebook, Twitter, Images, Videos). Period: October 1 – October 31, 2012. Search terms: Name + company. Data provided by Silverbakk

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Social media has been a great way for us to engage with our customers directly. We use it to let them know about changes, problems and ideas we are considering. Many of our best improvements have been suggestions from our customers through social media. Jesse Cover, Lukie Games. 2012 Inc. 500 CEO Survey

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10% 5%

85%

<100

50-100

0-50

Mentions social media

Social media mentions

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§  10% mentioned >100 times in social media during October

§  Hans Vestberg, Ericsson; and Lars Nyberg, TeliaSonera,

mentioned >500 times

•  DEFINITION: How many global social media references of CEO + company during search period?

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TOP 5 CEO’S

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Top 5 CEO’s

§  Michael Wolf, Swedbank, 85 points (of 130)

§  Jan Johansson, SCA, 80 points

§  Keith McLoughlin, Electrolux, 80 points

§  Hans Vestberg, Ericsson, 65 points

§  Lars Nyberg, TeliaSonera, 50 points

§  Three companies in their own league

§  Well developed CEO information on corporate website

§  Good usage of related accounts for sharing presentations and videos

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EXECUTIVE SUMMARY

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Executive Summary

§  24% of the companies on Nasdaq OMX Large Cap do not publish a CEO biography on website

§  40% do not highlight any presentations §  79% do not profile CEO via video or

audio §  60% of CEO’s do not have a Wikipedia

page §  16% of CEO’s have a LinkedIn profile §  Ola Rollén, Hexagon, only Large Cap CEO

with a personal Twitter account

§  26% of the companies use a YouTube account to publish CEO videos

§  19% use a Slideshare account to highlight CEO presentations

§  Michael Wolf, Swedbank; Jan Johansson SCA; and Keith McLoughlin, Electrolux, most visible with corporate owned/own social media content

§  10% of CEO’s mentioned >100 times in social media

§  Hans Vestberg, Ericsson, and Lars Nyberg, TeliaSonera, mentioned >500 times in social media

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CONTACT DETAILS

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Contact details

Peter Einarsson Founding Partner, Eklips Digital Advisors Phone: +46 708 666 995 [email protected]

Anders Fogel Founding Partner, Fogel & Partners Phone: +46 722 044 750 [email protected]

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