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This speech was delivered at the Social Media Impact conference in Marrakech, Morocco, October 2012. Three key ideas: 1/ Why all executives need to get on to Twitter 2/ Which tools to help an executive develop his/her personal branding as an Senior Executive. And for what impact? 3/ Moving from personal to corporate branding. Some insights and considerations. If you would like to know more, please connect with me on Twitter @mdial or send me a mail to [email protected]. You can also read more on www.themyndset.com
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Minter DIAL
“Tools for Executive Branding”What if we all have to start Tweeting?
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• Twitter for Executives
• Which tools for which impact
• From personal branding to corporate branding
“Tools for Executive Branding”
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All Rights Reserved - The Myndset Company
A Twitter Level Set
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> 170 MILLIONactive
Total> 500 million
circa half of all accounts have tweeted at least once!
http://techcrunch.com/2012/07/31/twitter-may-have-500m-users-but-only-170m-are-active-75-on-twitters-own-clients/
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+20 million NEW ACCOUNTS / MONTH
http://diegobasch.com/wp-content/uploads/2012/07/twitter_accounts-scaled1000.png
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>50% VIA MOBILE
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3 millionsites with the button
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> 400 million tweets per day
http://www.mediabistro.com/alltwitter/tag/tweets-per-day
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520 tweets on average
for all accounts with at least one tweethttp://diegobasch.com/some-fresh-twitter-stats-as-of-july-2012
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59%68% of women in US use social media to stay in touch
(vs 54% of men)**Harris Interactive Sep 2011
of Twitter users are womenhttp://mashable.com/2012/03/09/social-media-demographics/
39average age
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SOURCE: Semiocast Report July 2012
72.6%
outside of USA
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per Alexa.comAs of 8 Oct 2012
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http://semiocast.com/publications/2011_11_24_Arabic_highest_growth_on_Twitter
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To communicate with and “follow” friends,colleagues, brands, & influential people
around one pillar question:
WHAT ARE DOING NOW ?
What is it?
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What’s it for
Broadcast
Two-way interaction
Monitoringbrand, competition, industry
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Why?• News
• Listen/Monitor your eReputation
• Connect and build
• Channel of communication
• It’s in real time & it’s BIG...
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All Rights Reserved - The Myndset CompanyStrategy?If you want to innovate, you need to stay ahead?
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All Rights Reserved - The Myndset Company7 uses for Twitter(1) Enhance brand awareness / drive traffic
(2) Protect reputation
(3) Build community
(4) Extend PR
(5) Extend Customer Service
(6) Direct Sales (ROI)
(7) R&D (ROI)
+ it’s the best teacher’s tool & great for conferences
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Join @tweetbossesa collection of bosses on Twitter
Launched by Nicolas Bordas, CEO TBWA France
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All Rights Reserved - The Myndset Company
Business Cases
1305--1320Saturday, October 13, 12
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All Rights Reserved - The Myndset Company
The Counter Example
Hollande & Sarkozy
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All Rights Reserved - The Myndset Company
Obama = 2.5 tweets / day
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All Rights Reserved - The Myndset Company
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Saturday, October 13, 12
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eStrategy
• Reinvent core processes
• Improve consumer purchase experience
• Attract consumers
• Build loyalty
• Inject eTechnology into every vehicle
2000, Jim Gouin, Ford USA CFO
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“The reason I took the job is that it was something that resonated with me personally.”
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All Rights Reserved - The Myndset Company
Which tools for impact?
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All Rights Reserved - The Myndset Company
Aligned with your objectives...
3 great tools for the digital executive
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All Rights Reserved - The Myndset Company1 Publisher“Curation” - image
>3000 brand pages ◉ > 16 million active users
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All Rights Reserved - The Myndset CompanyYour interests...
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All Rights Reserved - The Myndset CompanyYour business...
Impact: 2.8 million followers
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Lists of To Do’s
Books on the bedside tableGrocery shoppingDog-eared pages in cookbookBacklog of emailsUnsorted digital photosAmazon wish listMultiple tabs open in browserPDF files on desktopeBooks in eReaderReaditLater (Pocket)Bookmarking services (Digg...)Posts on FacebookTweets on TwitterPins on PinterestFavorites on YouTube,,,,
2
http://richarddingwall.name/2009/07/13/a-programmers-secret-weapon-the-humble-to-do-list/
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All Rights Reserved - The Myndset CompanyThe reading list2
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All Rights Reserved - The Myndset CompanyImpact?
Key Insight: Review how you consider yourlist of things to do!
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All Rights Reserved - The Myndset CompanyPublisher
“Curation”3
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All Rights Reserved - The Myndset CompanyPublisher
“Curation”3
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All Rights Reserved - The Myndset CompanyImpact?
Become known for a domain of expertisewith just 10 minutes a day
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All Rights Reserved - The Myndset Company
Measure against your objectives...
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All Rights Reserved - The Myndset Company
http://www.slideshare.net/mdial/mapping-of-social-media-tools-
sep-2011
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All Rights Reserved - The Myndset Company
Moving from Corporate to Personal!
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All Rights Reserved - The Myndset Company
3 key issuesmanaging your brand
managing your personal brandmanaging your employees
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All Rights Reserved - The Myndset Company
managing your brand
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Commercial
Clients & Prospects
Corporate
Empl
oyer
Bra
nd Shareholders
Pote
ntia
l Rec
ruits
X
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Business Gets Personal Personal gives Energy
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Product
Performance
Profit
Shareholders
Operational Results!
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authenticity, emotion, interaction
Product
Performance
Packaging
Promotion
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Professional Personal
Learning
Meaning
Diversity
Fulfillment
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All Rights Reserved - The Myndset Company
your employees
ME@yourcompany
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All Rights Reserved - The Myndset Company
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All Rights Reserved - The Myndset Company
• Reserve your [best] name or“handle”
• 120 characters (to allow for the RT)
• “Please”
• Regularity, Interactivity & Serendipity
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All Rights Reserved - The Myndset Company
• Separate languages
• Create lists
• ENJOY!
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All Rights Reserved - The Myndset Company
minterdial.fr@mdial
+33 6 23 65 76 61
@mdialFRthemyndset.com
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