The Social CEO - How to steer a brand in the digital age

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Lars Voedisch Communications Strategist [email protected]

The Social CEO How to steer a brand in the digital age

@larsv

The Social CEO How to steer a brand in the digital age

• Personalizing your brand

• Why CEO’s have to learn how to say ‘sorry’

• Building relationships

• Thought leadership needs an edge

Human-

izing

Your

brand

Your reputation is precious…

• Communications Strategy

• Traditional & Social Media Relations

• Crisis Preparedness

• Internal Communications

• Media Training

• Analysis, Measurement, Research

Our services,

Your value!

Lars Voedisch

Communications Strategist

[email protected]

@larsv

Social Media affecting our lifes…

© 2012 by PRecious Communications 4

Source: What happens on the Internet every 60 seconds - Rosa Golijan

5

http://prblog.visibli.com/share/3xYxhw

Source: What happens on the Internet every 60 seconds - Rosa Golijan

6

It’s not about technology,

It’s about relationships!

http://prblog.visibli.com/share/3xYxhw

• Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods

The BIG Cultural Dilemma


Online Engagement? Customers are very demanding!

[Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to

answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.

Source: The Language of Love in Social Media - Firefly Millward Brown


http://www.fireflymb.com/Libraries/Social_Media_Study/2010_SocialMediaStudy_SummaryReport.sflb.ashx

• From natural respect to suspicion

• Are you approachable?

• Why would people want to connect with you?

The BIG Cultural Dilemma #2


Source: 10 Ways to Humanize Your Brand On Social Media - Mashable

32%

11%

13%

45%

How to Humanize Your Brand

1. Think Like a Social Network

• Facebook: “We don’t draw a distinction between your mom and a bar

of soap”

2. Start With Staff

• Your employees are the most authentic expression of your brand

3. Create Access

• TaylorMade. “We are, first and foremost, golfers”

4. Treat Customers as Partners

• Levi’s co-creating content, even products,

5. Reach Out To Key Individuals

• Ford’s CEO calling influential SMB owner

6. Own Your Mistakes

7. Put Your Fans to Work

• Cisco’s Networking Academy giving fans moderator privileges

8. Be Open to Debate

• Eloqua openly asking online community

9. Be Present

• Don’t break the promise of engagement


http://mashable.com/2012/03/29/humanize-brand-social-media/



Source: 10 Ways to Humanize Your Brand On Social Media - Mashable

32%

11%

13%

45%

How to Humanize Your Brand

1. Think Like a Social Network

• Facebook: “We don’t draw a distinction between your mom and a bar

of soap”

2. Start With Staff

• Your employees are the most authentic expression of your brand

3. Create Access

• TaylorMade. “We are, first and foremost, golfers”

4. Treat Customers as Partners

• Levi’s co-creating content, even products,

5. Reach Out To Key Individuals

• Ford’s CEO calling influential SMB owner

6. Own Your Mistakes

7. Put Your Fans to Work

• Cisco’s Networking Academy giving fans moderator privileges

8. Be Open to Debate

• Eloqua openly asking online community

9. Be Present

• Don’t break the promise of engagement





Social Media to be leveraged across a company: Different functions, uses and values

Source: Socialize your organization – Richard Binhammer / Dell © 2012 by PRecious Communications 12

http://www.slideshare.net/RichardatDell/social-organizations-and-connected-communications

Social Media to be leveraged across a company: Different functions, uses and values

Source: Socialize your organization – Richard Binhammer / Dell © 2012 by PRecious Communications 13

http://www.slideshare.net/RichardatDell/social-organizations-and-connected-communications

Source: CEOs Who Tweet Held in High Regard - eMarketer

32%

11%

13%

45%

Social Media’s Internal Impact CEOs Who Tweet Held in High Regard

82% of

employees trust

a company

more when the

CEO and

leadership team

communicate

via social

media.


http://www.emarketer.com/Article.aspx?R=1008929

http://www.emarketer.com/Article.aspx?R=1008929

32%

11%

13%

45%

Social CEO Index


The 2012 Fortune 500 Social CEO Index on Vimeo.mp4

Social Media is about Content What Should We Be Talking About?

Source: Developing your conversation sphere - CommsCorner

Your… products, offers, service,

people

Industry…

trends, news,

data, advice E.g. Technology,

Legislation,

Competition

16

http://www.commscorner.com/2011/01/developing-your-conversation-sphere.html

Showing Off Your CEO? Get to Know Their Personal Story First

• Learn their story: How do you distinguish your CEO from the

pack? Get to know the CEO as an individual, and discover what his or her personal story is. How did this CEO rise to one of the highest job titles in the business world?

• Make them human: Humanizing the CEO and relating the

individual’s background to the vision of the company is a proven formula for success.

• Expand the range of your CEO: In other words, have

your CEO be comfortable with speaking about macro-trends, whether it relates to the Chinese economy, job growth or issues of the day. Thought leadership should be about more than just a company’s specific market.

Source: Showing off your CEO – PR News


http://www.prnewsonline.com/free/Showing-Off-Your-CEO-Get-to-Know-Their-Personal-Story-First_16461.html





















Source: 2012 IBM Global CEO Study


http://www-935.ibm.com/services/us/en/c-suite/ceostudy2012/infographic-01.html

How CEOs are engaging with social media – today and in the future




What are the most used customer interaction methods?




What are the most used customer interaction methods?


CEOs are changing the nature of work by adding a

powerful dose of openness, transparency

and employee empowerment



Source: Fortune 500 Social CEO Study – CEO.com


http://www.ceo.com/wp-content/uploads/2012/06/2012-Social-CEO-Index-Infographic.png


Haven’t we heard similar things when

EMAILs became mainstream?!



Stand up and be proud

After I became CEO, the former head of the Bundesbank one day took me aside and gave me some valuable advice: “From

now on, you must remember that you are two people. You are the person whom you and your friends know, but you are also a symbol for something. Never confuse the two. Don’t take

criticism of the symbol as criticism of the person.” Josef Ackermann, Former CEO, Deutsche Bank

Source: Leading in the 21st century – McKinsey


http://cotweet.com/wp-content/uploads/2011/02/1.png




http://www.mckinseyquarterly.com/Governance/Leadership/Leading__in_the_21st_century_2984







Are we too proud? Sorry seems to be the hardest word…

• Don't RE-act right away

• Acknowledge - Don't be angry

• Admit the mistake and apologize

• Take ownership

• Ask for forgiveness and make the needed changes – use the magic words: “I’m sorry” and “thank you”

Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media © 2012 by PRecious Communications 28

http://www.solutionssocialmedia.com/2011/02/when-youre-wrong-say-youre-sorry-or.html

Source: Not So SMRT: A Case Study of Communications Failure - Skribe

Key Learnings

1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Make your CEO visible (in the right way) 4) Brands have to be on alert in order to

correct any false assumptions before they reach critical mass

5) Track it






http://www.skribeproductions.com/2011/12/21/not-so-smrt-a-case-study-of-communications-failure/

Importance of Employee Engagement

What drives perceptions within a company •Management is approachable, easy to talk to •I am given the resources an equipment necessary to do my job •Management keeps me informed about important issues and changes

How to engage employees – Executive level •Trust: Speak with passion •Communication: Priority in frequency, appropriateness and depth (what and why) •Culture: Hold themselves and peers accountable in building the right culture that fuels high performance and engagement

Trust in executives can have more than twice the impact on engagement levels

than trust in immediate managers!

Source: The importance of employee engagement – NBRI






http://www.stopblocking.org/?p=141

Effective Communication: Skills that make leaders stand out

Effective Communication should pulse like a heartbeat

• It’s not solely the responsibility of communication functions, but must rest with management at all levels

•Leadership communications are a skill set that can (and should be) learnt

•What’s the desired (behavioural) change of your communications efforts?

Leading, Involving, Listening, Informing

•Traditionally over-emphasis on Informing •Nothing beats Walk-the-talk

It triggers down to a fundamental

question: Whose responsibility is communication?

Source: Effective Communication – Mercer






http://www.ceoforum.com.au/article-detail.cfm?cid=6128&t=/JoAnne-Facey-Mercer-Human-Resource-Consulting/Effective-communication-skills-that-make-leaders-stand-out-from-the-crowd

Thought Leadership Needs To Be Leading!

Some Ingredients •Closeness to the customer

•Understanding your customers’ needs for

communication and technology access

•A strong editorial voice

Do you want to have a point of view or mainly

aim for agreement?






Some Examples: Mahindra






Some Examples: Forrester






Must-Does for CEOs in Social Media

1. Realize you shine bright in

social mediums

2. Recognize your role as Chief

Narrator

3. Anticipate social remarks

being a part of a permanent

public record

4. Don’t court controversy if

you can’t take the heat

5. Despite the inherent risks embrace your humanity

Source: The Five Must-Dos for CEOs In Social Media – Forbes






http://www.forbes.com/sites/chrisperry/2012/01/05/the-five-must-dos-for-ceos-in-social-media/




Lars Voedisch

Communications Strategist

[email protected]

@larsv

• Independent, boutique communications consultancy

• Based out of Singapore, at home in Asia and Europe

• Globally connected via affiliation with

About us…

+65 - 9170 2470

larsvoed

229 Mountbatten Road

#02-41 Mountbatten Square

Singapore 398007

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Who is… Lars Voedisch? International Communications Strategist

• Lars is an experienced global communications and business professional with 15 years expertise in growing, managing and defending leading global brands’ reputation across industry sectors.

Background & Expertise

• Clients include: AT&T, Citi, Coca Cola, DBS, GIC, Honda, ING, Macquarie, Motorola, Panasonic, Porsche, Procter & Gamble, Yahoo!, VMware

• Companies he worked for: Hitradio Antenne, AIESEC, DHL, Fleishman-Hillard, Dow Jones, Hill+Knowlton Strategies

• Experience in public relations, internal communications, marketing, journalism, as well as M&A, crisis and change management

• International working, training and team leadership experience on five continents

• Sought-after moderator and speaker on social media, public relations and communications thought leadership

Personal Background

• German by birth; living in Asia (Hong Kong / Singapore) for 9 years

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The Social CEO - How to steer a brand in the digital age

Business

companys specific

highest job

present dont

social network

customer interaction

social media

job growth

thought leadership