social media for executives
TRANSCRIPT
Social Media: What’s Hot & What’s Not
Emily Reeves Director of Digital, Stone Ward
Managing Your Executive Connectivity
• What are the technologies that are disrupting your day and how might you manage them better?
• As you think about outbound information that you are sending or using, what are some of the channels you should know about that could save you time and make you look smarter?
• What does your social network portfolio look like and what should it look like?
• How do you assess and value the time you use to be active in your chosen networks?
WHY SOCIAL MEDIA?Executives Online
“CEOs who shun social media risk losing touch with some of their
most lucrative customers, prospects and influencers.”
Sir Richard Branson says, “Embracing social media isn’t just
a bit of fun, it’s a vital way to communicate, keep your ear to
the ground and improve your business.”
Social fluency = modern leader
Benefits of Social Media
• Create conversation and relationships • Share a unique perspective • Learn from your customers • Improve company reputation • Increase consumer trust
Social Media Executive Opportunity
• The vast majority of executives are using social media as a broadcast channel — a digital billboard to hawk their company’s products and services — not as a way to connect.
• For those executives who appear to be attempting to engage, their social activity feels impersonal and generic, as if a junior member of the marketing team is managing their social accounts and speaking for them. Those who approach social in this manner are missing the point entirely.
Think of social media asan online cocktail party.
TRAITS OF A SOCIAL LEADERExecutives Online
CURIOUS
DIY MINDSET
BIAS FOR ACTION
DESIRE TO GIVE BACK
THE #1 BRAND AMBASSADOR
WHO DOES IT WELL?Executives Online
Richard Branson, Founder, Virgin Group
• Richard Branson is very active on Twitter and LinkedIn. He’s an avid blogger who uses his posts to help populate his other social feeds.
• You don’t have to come up with 100% original content for every channel you choose to be a part of.
• If you create any industry-related content at all (to establish yourself as a thought leader), you can share it to multiple channels multiple times as long as you’re careful not to over-promote your own stuff.
Elon Musk, Tesla, SpaceX, PayPal
• Comes across as relatable and human because he doesn’t just tweet about work, and he’s not afraid to use a fragment sentence here and there. He tweets about his kids, books he recommends, and movies he likes.
A FEW TIPSExecutives Online
First and foremost, build a compelling and complete profile. Then it's time to build a relevant network of people you know and those you would like to know.
After making those connections, the primary objective should be to engage your network with valuable content.
At least half of the content shared should not be about you.
The more information you offer up about your professional background and
who you are as an individual, the stronger your credentials will be, and the more trustworthy you’ll come across.
People do business with people they know, like, and trust.
Be a subject matter expert — especially if you are in the field talking with customers, working in the trenches with engineers or speaking at conferences — you have great
insights to share.
What may be old hat to you is interesting to others.
Industry language that your fans and followers also speak is very different from blasting your feeds with business terms in
an effort to maintain a buttoned-up image.
It’s okay for even executives to avoid robotic corporate speak.
Having a bio on your company website matters because prospects will Google you at
some point during the buying process. Put your best professional foot forward by having your bio or your LinkedIn profile rank at the
top of search engine results.
Be findable.
Two thirds (66%) of consumers say that their perceptions of CEOs affect their opinions of
those companies and their products. By creating a digital asset that tells the story you want to tell, you have more control over what people find out about you when they go searching.
Your reputation matters.
NO EXCUSESExecutives Online
#1: “I don’t have time.”
#2: “It’s not about me.”
#3: “It doesn’t replace face-to-face.”
#4: “It’s marketing’s job.”
#5: “Who cares about what I had for lunch?!?”
#6: “I don’t want to get my company in trouble.”
FIND THE RIGHT CHANNELSExecutives Online
Where do you go everyday online?
What do you read?
• The easiest social network for executives to use and appreciate.
• Get started by creating a full profile, connecting with those you know, and joining groups that are interesting to you.
• At least once a week post something to the LinkedIn homepage. It can be an article (along with your brief comments on it) or just your thoughts by themselves. Ask questions. Invite feedback.
• Once you’ve set up your account create a schedule for tweeting by inserting a reminder in your calendar. Tweet once a day AT A MINIMUM.
• Retweet interesting posts from people you follow.
• Follow a lot of people–anyone whose opinion you respect.
Google+
• This is a mash-up between LinkedIn, Facebook and Twitter.
• Not many people use it. • But Google gives posts here weight in
search engine results. • Reuse content from other channels.
• This is an area where you can enlist the help of your marketing team. Have them create content for you, then you post it with your authentic comments.
• Share visuals related to the operations of your business. Did you just set up a new office? Pin pictures of it. New product? A photo of every product you sell should be posted to Pinterest with a link to where it can be purchased.
• Create boards focused on regions you represent.
• Save this for truly stunning images.
Slideshare
• Don’t be protective of your presentation content. Share and show thought-leadership.
Goodreads
• Goodreads is a social network custom made for readers.
• It allows you to connect with business associates, employees, and clients on a very personal level.
• Just set up an account, connect with your Facebook friends, and start adding books you’ve read.
IS SOCIAL RIGHT FOR YOU?Executives Online
Managing Your Executive Connectivity
• Choose your channels based on what you have to say and who you have to say it to.
• Share content related to your business, but also show your personality.
• Don’t take on more than you can handle. • Are you getting feedback, likes, retweets,
follows? Are you having conversations? If not, tweak the content and approach.
THANK YOUExecutives Online