from executive to industry influencer: turn your leaders ...the case for executives + social 4 89%...
TRANSCRIPT
Kevin Allen | [email protected] | @KevJosephAllenMarch 2018
From executive to industry influencer: Turn your leaders into social media rock stars
Who Am I?
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Kevin Allen | [email protected] | @KevJosephAllen
- Florida Man
- Former Ragan Writer
- Former journalist — Chicago Sun-Times, ESPN, Fox Sports + Sarasota Observer
- As a content marketer and social media pro — past clients include General Mills, IMG Academy, Aveda, Walgreens, Gold’s Gym, Lowe’s + more
- At IBM: Ran the @IBMCloud social media presence + ThoughtsOnCloud blog
- Current: Content lead in IBM’s Digital Business Group
What We’ll Cover
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Eminence
The Program
The Challenges
The How
The Results
The case for executives + social
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89% of executives use social media*
60% of Fortune 500 CEOs have no presence at all**
When CEOs post on social media, nearly 70% of senior professionals report that it makes the company a more attractive place to work**
Executives believe social media use: ***- Has a positive impact on a company’s reputation — 78%- Shows innovation — 76%- Gives a company a human face/personality — 75% ***
* Quartz Global Executives Study** CEO.com study*** Weber Shandwick Social CEO Study
em�i�nence/ ’emƏnƏns/noun1. market, industry and/or community recognition relating to
a particular subject, art, or craft and its techniques2. associated with recognized individual superiority,
especially within a particular sphere or profession.“his / her eminence in cognitive computing”
Intro to eminence
Our goal
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- Boost IBM’s visibility and credibility in the marketplace
- Boost IBM executives’ visibility and credibility in the marketplace
- Provide IBM developer advocates with the tools to grow their eminence
- Create consistently high-value, brand-agnostic, co-created content
Expand IBM’s market leadership in cloud, data and AI by showcasing individual IBMers as the greatest source of influence.
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Tip #1 — Establish a ProgramExecutives will need:
• Resources + best practices• A heavy hand to guide; less over time• Awareness of where and how they should engage• Encouragement
The Challenges.
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“I don’t have time.” Do you have less time than Elon Musk? Sheryl Sandberg? Because they’re pretty busy, too.
“I don’t want to tell the world what I had for breakfast.”
... then don’t.
“I’m already active in social, and I’m great at it.”
I totally agree, which is why you’re the perfect person to show everyone else how it’s done.
“No one cares what I have to say.” Not true. I care.
“Just ... no.” ... that’s totally fine!
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Tip #2 — Start Small; Grow Quickly • Set achievable short-term goals• Set lofty long-term goals• It’s all about enablement — who/what/where/when/why/how• Encouragement
A three-tiered approach to eminence
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InternalEnablement
ExternalEngagement
ContentCreation
For executives, social media success is inextricably tied to strong eminence.
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IDENTIFY• Identification: 20 executives + technical
experts to work with• Qualification / participation criteria• Recommendations / leadership commitments• Phase definition & scoping
ACTIVATE• Review rules of engagement• Determine platform readiness• Provide customized training plans• Pitch content ideas
FACILITATED INTRODUCTIONS• Facilitated introductions to industry peers.• Opportunity identification to showcase /
highlight heroes & stories.• Act as “scaffolding” for co-created content.• Nurture sense of community & inclusivity
MEASURE & OPTIMIZE• Performance measurement• Share feedback & insights via
function off-ramps• Learning & refinement• Increase efforts around what is
working• Reevaluate what isn’t working
LEARN / PROFILE• Understand executives and technical leaders
advocates as individuals (i.e. experience, skills, background, passion, motivation, aspirations)
• Understand preferred method of engagement• Document dimensions of advocacy• Benchmark visibility, credibility & content
Internal Enablement: Trickle-down social activation
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External Engagement: Influencers as peers
The Problem | How can we give our executives a seat at the table — literally?
The Solution | An IBM-convened, brand-agnostic, DIY influencer group
BLOGS
VIRTUAL PANELS BYLINES & MEDIA VIDEOSDEVELOPERPATTERNS
INFOGRAPHICSPODCASTS
WHITEPAPER
EBOOKS INTERACTIVE
Eminence Content Approach: Co-creation
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Co-Created Content: Example
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Tip #3 — Identify and Encourage Strengths• As the program progresses, assess what’s working and amplify it • Identify who has a knack and build on strengths• Make adjustments along the way• Encourage + amplify
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2017 Program Results
135 co-created videos produced55K+ video views
33 co-created blog posts on IBM domain50K+ unique blog visits
8 influencer posts on Medium4,186 views on Minds Medium posts
External (non-IBM influencers in our program: 250+
14 columns published in traditional media outlets
2015: 424 followers2017: 3,975 followers
Executive 1
Executive 2
Executive 3
2015: 941 followers2017: 5,798 followers
2015: 205 followers2017: 5,144 followers
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Measuring success for your program
- What is important to my business and my executives?
- What is measurable? What is not measurable?
- What will have the greatest impact on the bottom line?
- What are the metrics I can directly tie to my goals?
- In one year, I would like to be able to show that we ______.
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Tip #4 — It’s never just about using social media• Don’t focus on followers• Don’t incentivize your program • Authenticity is a must• Pushback is just energy that can be redirected
