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:

rob@shimmin.biz

@RobShimmin

www.shimmin.biz

01580-713900

07799 714113