Social CEO:

Getting Executives and Corporate

on Social Media

December 2015

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Who is this for

Corporate Communication

Your mission is to build your brands

presence on social media – and you know

the key lies with the untapped potential of

the executive board.

You want them establishing their social

profiles, connecting with their stakeholders,

and ultimately – influencing their industry

as thought leaders.

President Business

Your standard Exec – busy, and a little

uncertain of social media – but switched

on, and ready to take the ride if the value is

defined and the structure sound.

State of the Social C-suite

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What do we know?

CSUITE PERSONA

Time poor Always looking for

the competitive edge

Consume content on

mobile and tablets

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Who is on Social?

While 83% of people agreed that CEOs who actively participate in social media can

build better connections with customers, employees, and investors…….only 30% of

Fortune 500 CEOs are using social media

• 5.6% of Fortune 500 CEOs are now on Twitter

• 27.9% of CEOs are active on LinkedIn

• 28 Fortune 500 CEOs on Twitter with a combined total of 2,126,564 followers.

http://www.domo.com/news/press-releases/new-ceo-com-study-twitter-linkedin-emerge-as-top-social-channels-for-business-leaders

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What are the challenges?

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Who’s the audience?

Executives with social CEOs believe that the top recipients of their CEO’s social communications are company employees (71%)

followed by customers (64%). http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdf

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Where can Execs Engage?

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“As a business solution, social has evolved, moving well beyond the marketing department,

to address business objectives across the organization”

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W H O ’ S D O I N G I T W E L L – H I R I N G T H E S O C I A L W A Y – M I C R O S O F T M O B I L E

VIRAL VIDEO PRODUCTION LANDING PAGE

FACEBOOK FANPAGE

FANPAGE & FORUM SEEDING

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T H E F A C T O R Y O F D R E A M S

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Who’s doing it well?

• Business advocate who openly

publishes good act and positive

updates

• Personal interests (travel) and

business ventures blended

across FB content perfectly

• Provides insights into how the

embassy operates while

providing forward thinking

content

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Who’s doing it well?

• Vocal in his personal beliefs across

social, creating a strong personal brand

backed by professional advices and

sharing

• Regularly produces exclusive content of

new projects/services through a range of

media/ Actively advocates the industry

growth to build up thought leadership

• Stays topical with any new social trends,

actively participating. Provides a range

media to including videos, infographics

and blog posts

FB: ~ 4000 friends

LinkedIn: +500 connections

Gocnhintangphat.com

Admin of social pages: Lang

PR, Sage Brand &

Communication Academy

Building a Framework for Success

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Csuite Success

While there is no shortcut to building your online profile and establishing digital eminence, there is a

recipe.

• Publish valuable and remarkable content, consistently.

• Listen, share, and engage your stakeholders, consistently.

What we need is a system for success, to:

• Identify what messaging and content type is in demand

• Create content based of our research (social posts, infographics, short videos, guest blog posts,

etc.)

• Publish content to their social channels and direct to stakeholders, prospective customers and

industry influencers

• Amplified by the brand ambassadors, SMEs, and paid.

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1. Develop the Story

Messaging Workshop

• Develop messages that clearly

articulate a unique POV, and are

backed by proof points

• Align with industry research on

top trends and pain points

• Decide on voice and tone

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To feel safe, confident that there is a

structure in place to guide our voice

on social media.

Playbook

• Brand tone

• Guidelines for engagement

Response matrix

• Process for monitoring and

response

• Escalation protocols

Playbook and Risk Mitigation

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Exec/ brand POV

Demand

Content medium and platform

Targeted

2. Inform the Content

Content

Sourced from listening of

industry execs, influencers ad

consumers to unearth trends

and content demand

Determine messaging base and POV

The optimal content medium – tweet, post, video, infographic

– paired with the optimal platform for distribution

Cross-business activity calendar

informs content opportunities

(ex: events, campaigns, product

launches)

Content calendar and cheat sheet to set

schedule and targets for posting

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Ongoing social listening and research

to understand trends and content demand

Tracks content and provides ongoing measurement, to set benchmarks and for informing the content creation

Publishes content, get others’ support by re-purposing and sharing content across their social channels

Content calendar and cheat sheet tailored to each piece of

content to be published, with outreach guidelines

Creates content

informed from the research

3. Content Publishing Process

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Aligned with company news and events, industry trends, and culturally relevant content

Content Calendar - Weekly

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Platform Post Frequency Objective

2 posts/ week

Networking and connecting, starting and

joining relevant group discussions

3-5 posts/ week

Live-facebooking events, real-time Q&A,

amplifying blog posts

1 guest blog post/

quarter

Guest post on top industry blogs that Execs

already read and share

1-2 posts/ month on

owned channels

Identify Brand.com hotspots of traffic and

feature business and product specific content.

4. Publish Content

No single platform is a silver bullet, but they all have their strengths –

and combining their use will reach the right people, where it matters.

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One Year.

52 0:15 Videos.

Sustained Thought

Leadership.

News & Trends

(20)

Interviews With Peers

(15)

Customer Case

Studies

(5)

Employee Spotlight

(5)

Speaking Events

(2)

Industry Events

(5)

Content Idea – 15 Seconds With…

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5. Paid Amplification

• LinkedIn sponsored updates from

the Exec, targeted to niche audience

• Facebook sponsored guest posts

from the Exec, on the brand page

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6. Social Selling

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Platforms/ metrics 6 Months 1 Year Tracking

Overall • Leverage influence to

promote new

campaigns, events and

products

• 50 Linked posts, 10

guest blog posts, 10

brand site posts

• Established as an

industry influencer

across topics

• PR opportunities for the

team to attend/speak at

conferences and

publish content

• Share of Voice vs.

competitors

• Media mentions

• Press pick-up

• Sentiment

Hangouts 3 Hangouts (25 targets) 6 Hangouts (targets)

Facebook 3,000 fans

X Engagement

10,000 fans

X Engagement

Linkedin 750 Connections

X Engagement

1,500 Connections

X Engagement

Digital Eminence Outcomes

27- Thank you -