rob shimmin - why cios don't tweet
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Rob sharesTRANSCRIPT
Rob ShimminLondon 25th May 2010
“Why B2B CEOs Don’t Tweet”
CEO Watching
• Thinking through the promises
• Explaining the actions
• Helping CEOs and directors talk about their brands
Very Few CEOs Blog Or Tweet
• CEOs communicate– Some brilliantly - everywhere– Some have strong and weak
areas
• Should they use social media?
• Some do. Most don’t. – Is it time? Control?
Permanence? Restrictions?
“My company is not a democracy. It is there to serve shareholders.”- Watson Helsby Research
Windfall Media Tracking
Being a B2B CEO
• Control is a big part of their life– Stock market listing creates rules that have to be followed– Advisors rarely advocate less control
• They worry about a small number of VERY important contacts– 80/20 rule.
• Motivated by hiring and getting the best from employees– Really pushing collaboration, innovation, creative thinking, etc
• Often working with many partners to deliver a product/service– And are mindful of the perception of their customer’s customer
B2B & B2C – Closer Than You Think
• When you last flew....who’s engines got you up there?
• If one of these claimed its engine was ‘ash safe’ .... would it influence your choice of airline?
Triggers For This Topic
• Crisis– People are discussing us!
• Competition– They sound smart on an topic
we care about
• Cost effectiveness– Look at the reach of this!
• A powerful channel– To customers & employees
B2B Crisis & Social Media
• A crisis is not the time to launch your presence
• Suddenly everything is watched
• Old, uninteresting content becomes interesting
• While some take to it perfectly well. Some are not so comfortable– Play to your CEO’s strong points
@dereksimpsonjgs
Willie Walsh
Social Media Is On The B2B Radar
• Earning trust• Having an industry voice
– Building communities
• Monitoring issues– Getting ready for consumer needs
& concerns
• Talking to employees– Listening too
• Driving innovation– Encouraging idea sharing
• Recruiting talent– Leveraging connections
Top 10 Challenges For HDCs*
1. Lack of understanding
2. Loss of control
3. Demographic apartheid
4. Fragmentation of media
5. Speed of change & response
6. Rules of engagement
7. Privacy and corporate security
8. Finding good people
9. Lack of effective metrics
10.Ownership of digital
* Heads Of Digital Communications
http://tinyurl.com/3x2l2xc
Watson Helsby Research
• Under 30’s are the ‘digital natives’– But they lack the all-round communications skills, gravitas and credibility
• “Digital communications is a destabilising force in a bureaucratic environment.”
• “A painful process which is attracting a great deal of hostility internally.”
• 38% of HDCs were in favour of a total ban on social media in the office.
CEO Cornerstones• Consider all audiences
– You can no longer speak to just one
• Think before you speak– The New York Times Test!
• Consider content rather than tone– Strip away negative tones and focus on the issue
• Scope – Decide early what’s in and out
• Know your influencers– Who MUST be reached in a crisis?
• Be honest, open and transparent
For Further Information:
@RobShimmin
www.shimmin.biz
01580-713900
07799 714113