social media for ceo's & leaders

@GordonMakryllos@GordonMakryllos

The CEO Dilemma - Social Media

@GordonMakryllos #KINSHIP

Agenda

• Why Social?• The Reality?• The Opportunities?• Discussion

Warning: More Questions than Answers.

@GordonMakryllos#KINSHIP

Why Social?


Is Social a fad?

Will Social repeat this “disruptive technology” history in Business?

• Mid 1980’s – No reason for a “personal computer”.

• Mid 1990’s – No reason to connect to the “Internet”.

• Late 2000’s – No reason to access “Social Networks”.

• Early 201o’s -No reason to bring your own “personal devices” to work.

• Today – No reason for CXO to be active on “Social Media”.


The Social Media Industry is not helping.


The Social Reality for Business.

Your Employees are already on social

Your Customers are already on social

Your Community stakeholders are on social

Your Customer’s customers are on social

Your Partners are on social

Your Future Employees are on social

Your Future Customers are on social

You’re already on Social ?

Are you driving Your Social Strategy ?


The Brand Reality?


The Brand Reality

What does the 1st page of Google say about your brand?


The Social Reality – Google Page 1 “Case Study – Me – 5,030 search results”


The Social Reality

How much are you investing in promoting & protecting your brand?

The Reality: The 1st page of Google is your brand

• Google searches & indexes comments in Social.• Your brand is impacted by all comments– both negative &

positive.

• First page of Google for your brand is what counts as your brand.

• Comments on Social networks influence Google’s rankings.


The Social Reality

Implications of not managing Social?

• Surrender your online brand perception to anyone in social media who cares to have a voice?

• Squander your efforts to build brand values and brand equity?

• Failing to effectively connect your corporate values with the community, customers and employees?

Are you optimising your ROI ?


The Opportunities?


The Customer Journey has changedAcross B2B and B2C Social is playing a major part


B2B are Actively Deploying Social

• B2B firms are actively using a range of social platforms.

• 83% of B2B buyers research online before making a purchase decision.

• Perceptions of CxO re Social Media is not aligned to the facts of how successful B2B businesses are using it.


Global Investment in a Digital WorldWhere the investment is going


Benefits of Digital / Social Investment

Impacts the bottom line:

• Customer Sat • Loyalty• Lead generation • Conversion


Opportunities Exist Across EcosystemChallenge is to prioritise

OPE

RATI

ON

ALEX

CELL

ENCE

INTERNAL(Employees)

EXTERNAL (Customers, Partners, Media)

SOCIAL TECHNOLOGIESINSIDE & OUTSIDETHE ENTERPRISE

BRAND PROMOTION / PROTECTIONCAUSE MARKETINGCRISIS MANAGEMENTCUSTOMER SUPPORT

SOCIAL SALES / REVENUEPARTNER ENGAGEMENTPRODUCT / SERVICE IDEASTALENT ACQUISITION

COLLABORATIONCUSTOMER CENTRICITYTALENT RETENTION

PROCESS IMPROVEMENT PRODUCT INNOVATIONEMPLOYEE ADVOCACY

SOCI

AL B

RAN

D

1

2

4

3


Social Strategy an ongoing journey

Social Strategy Governance Program

• Single strategy framework

• Architecture, Technologies, and Analytics centrally implemented

• Social assets governance

• Integrated into operational processes

• Process based execution

• Managed content

Online Reputation Management

Cause Marketing

Protect

Promote

Divisional Customer SupportConnect

Connect staff, supply-chain, customers and their customers

Organisational-wide customer support inclusive of C-level

Targeted promotion

Owned & Earned Marketing

Crisis Management

Proactive Protection

Increase advocacy

Integrated & consolidated transactional SCRM capability

Incorporate Big Data into sales

Establish Enhance Evolve

Transact

@GordonMakryllos@GordonMakryllos

Discussion?