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Ted Coiné, CEO OPENfor.business@tedcoine #socialCEO
Guiding Your C-Suite to Go Social
The truly social executive isn’t just as rare as a unicorn. She’s as rare as a blue unicorn!
@tedcoine #socialCEO
Can you give this cartoon a title?
@tedcoine #socialCEO
“The C-Suite Discusses Going Social.”
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?2. Why should C-Suite go social?3. Why should you guide them?
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?2. Why should the C-Suite go social?3. Why should you guide them?
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?2. Why should the C-Suite go social?3. Why should you guide them?
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?
The First Rule of Business: Go where your customers are.
And your employees….And your competitors…
And…
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?
The First Rule of Business: Go where your customers are.
And your employees….And your competitors…
And…
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?2. Why should the C-Suite go social?3. Why should you guide them?
@tedcoine #socialCEO
A finding from the book: By 2020 there will be two kinds of CEO: Social, and Retired. Which will yours be?
@tedcoine #socialCEO
CEO to his executives: “You have one week to go social.”
@tedcoine #socialCEO
“How can you make a decision about your company if you don’t understand [social]?”
@tedcoine #socialCEO
But what is a truly social CEO?
@tedcoine #socialCEO
The 7 Attributes of CEOs Who Get Social Media
1. Have an insatiable curiosity2. Have a DIY mindset3. Have a “bias for action”4. Are relentless givers5. Connect and converse instead of broadcast6. Are the company’s #1 brand ambassador7. Lead with an O.P.E.N. mindset8. Tend to be socially conscious, not just “social”
@tedcoine #socialCEO
Positioning Yourself as Pathfinder for a Social C-Suite
1. Does social even matter?2. Why should the C-Suite go social?3. Why should you guide them?
@tedcoine #socialCEO
But Are You The Right Pathfinder?
• Are you social yourself?• Do you follow the mandate of the Social Age:
“More Social. Less Media.” ?• Who do you look to for advice? Unfortunately, a
lot of authors, experts, and gurus out there aren’t all that social themselves. Beware.
@tedcoine #socialCEO
But Are You The Right Pathfinder?
• Are you social yourself?• Do you follow the mandate of the Social Age:
“More Social. Less Media.” ?• Who do you look to for advice? Unfortunately, a
lot of authors, experts, and gurus out there aren’t all that social themselves. Beware.
@tedcoine #socialCEO
But Are You The Right Pathfinder?
• Are you social yourself?• Do you follow the mandate of the Social Age:
“More Social. Less Media.” ?• Who do you look to for advice? Unfortunately, a
lot of authors, experts, and “gurus” out there aren’t all that social themselves. Please, be very careful.
@tedcoine #socialCEO
Case Studies
Who is truly social today?
Who should your C-Suite emulate?
@tedcoine #socialCEO
Is Your CEO a Bona Fide Celebrity?
@tedcoine #socialCEO
If Not, Tell Him or Her to Engage!
@tedcoine #socialCEO
A CEO’s personal brand should be built intentionally, not accidentally. Today, this is still too rare.
@tedcoine #socialCEO
Remember: Personal Branding Should Be Intentional.
Conversational – vs. – Broadcasting:• Do they use social as a means of two-way communication
(conversational)? Or do they use social as a digital billboard to talk at their “fortunate” audience (broadcasting)?
Humble - Arrogant:• Do they follow back (humble)? Or are they more important than
their followers, like an oracle of wisdom (arrogant)?
Disclaimer: 90% of the “arrogant” leaders on social aren’t actually arrogant in real life. They’re victims of tragically-old-school advice.
@tedcoine #socialCEO
Remember: Personal Branding Should Be Intentional.
Conversational – vs. – Broadcasting:• Do they use social as a means of two-way communication
(conversational)? Or do they use social as a digital billboard to talk at their “fortunate” audience (broadcasting)?
Humble – vs. – Arrogant:• Do they follow back (humble)? Or are they more important than
their followers, like an oracle of wisdom (arrogant)?
Disclaimer: 90% of the “arrogant” leaders on social aren’t actually arrogant in real life. They’re victims of tragically-old-school advice.
@tedcoine #socialCEO
Remember: Personal Branding Should Be Intentional.
Conversational – vs. – Broadcasting:• Do they use social as a means of two-way communication
(conversational)? Or do they use social as a digital billboard to talk at their “fortunate” audience (broadcasting)?
Humble – vs. – Arrogant:• Do they follow back (humble)? Or are they more important than
their followers, like an oracle of wisdom (arrogant)?
Disclaimer: 90% of the “arrogant” leaders on social aren’t actually arrogant in real life. They’re victims of tragically-old-school advice.
@tedcoine #socialCEO
Serial Enterprise CEO; award-winning blogger. The epitome of a Humble Conversationalist.
@tedcoine #socialCEO
“I would rather engage in a Twitter conversation with a single customer than see our company attempt to attract the attention of millions in a coveted Super Bowl commercial.” – forward, A World Gone Social
@tedcoine #socialCEO
@tedcoine #socialCEO
An engaging, and engaged, founder – and a bleeding heart capitalist! (Remember #8 on the list of traits: Tend to be socially conscious, not just “social.”)
@tedcoine #socialCEO
He was told, “One reason the board chose you was your strong public [social] profile.”
@tedcoine #socialCEO
CEO of the formerly-least-sexy brand on earth, 174 year old Dun & Bradstreet. His reason for going social says it all: Rebranding! “We’re a data science company. That’s 1/3 of our business and growing fast!”
A do-gooder, CEO of a company of do-gooders.
@tedcoine #socialCEO
Using social to fight for human rights in Georgia.
@tedcoine #socialCEO
Said a leader who first met him via social, "I am not one to be easily swayed by marketing, at all, but I will back people I believe in. John gets it."
@tedcoine #socialCEO
How One Hospital Got Infected with Social (from left to right: PR Chief Nursing Officer CEO)
@tedcoine #socialCEO
Recognizing employees via social.
@tedcoine #socialCEO
Uses social to share his firm’s “Values-Based Leadership” #VBL
@tedcoine #socialCEO
Uses social to collaborate with his nimble, dispersed workforce.
@tedcoine #socialCEO
Customer-Obsessed Vice Chairman, NetApp
@tedcoine #socialCEO
EU-based CEO has used social to connect with other leaders across the world for years now. Relationships helped pave the expansion into the US.
@tedcoine #socialCEO
@tedcoine #socialCEO
A Truly Social CMO (believe it or not, this is still surprisingly rare! CMOs are among the worst non-social culprits. Old school upbringing?)
@tedcoine #socialCEO
Hospital CEO-turned CEO of Canada’s national accreditation society, “Working to put more health in healthcare.”
Next: more leaders with social accounts. Where would they fall on the chart? Remember: 90% of arrogant-seeming leaders are just the victims of bad advice.
@tedcoine #socialCEO
CEO of Girl Scouts uses social to spread the good word!
@tedcoine #socialCEO
Recently-Retired CEO of Telstra and his successor
@tedcoine #socialCEO
@tedcoine #socialCEO
Chief Learning Officer of SAP
Pepsi CEO uses social to represent her global brand and connect with her global workforce.
@tedcoine #socialCEO
CMO of HP Inc.
@tedcoine #socialCEO
Using social to extend sway of charity.
@tedcoine #socialCEO
Former Microsoft CEO. Billionaire. Uses social to represent his sports team.
@tedcoine #socialCEO
Apple
@tedcoine #socialCEO
Tesla
@tedcoine #socialCEO
Dell
@tedcoine #socialCEO
Amazon
@tedcoine #socialCEO
Venture Capitalist
@tedcoine #socialCEO
About today’s presenter and his company…
@tedcoine #socialCEO
We’re only as strong as our network!
@tedcoine #socialCEO
OPENfor.business is the bureau where you can find world-class speakers for your next event.
@tedcoine #socialCEO
OPENfor.business is the blog where C-level leaders gain crucial insights into the future of work.
@tedcoine #socialCEO
Most importantly: OPENfor.business is where brands and B2B influencers connect to transform markets together!
@tedcoine #socialCEO
Slideshare explaining influencer marketing.
@tedcoine #socialCEO
