personal branding

10 Reasons CEOs Need Social Insights ... and 6 Steps to Setting this up

executive CEOs are busy people.  They don't write the market briefs, they read them.  CEOs look to a trusted inner circle of resources, both people and data, to inform their decisions.  Likewise, they rely on trusted people and resources to execute their visions.  But is social intelligence part of this trusted inner circle?

Matt Dickman recently posted:

A recent CMO Council study, however showed that only 16% of 400 executives they surveyed have an online listening plan in place. 56% have no plan to track of drive word-of-mouth and only 30% thought they had the ability to resolve complaints quickly. Why such a low percentage? What is stopping these CMOs from implementing a plan?

Below please find my 10 Reasons CEOs Should be Listening to the Conversation

  1. Reporters are listening to the conversation.
  2. Verbatims from the conversation are organic. Verbatims from focus groups are not.
  3. Your consumers are talking.  They need to know that you care.
  4. Two minds are better than one.
  5. Crisis prevention - get out in front of the rising issues.
  6. You cannot start a conversation without getting to know the conversational conventions of the community.  This is true at the high level report to CEOs and broad activation strategy as well.
  7. Metrics point to data. Insights speak to people.  Machines don't purchase your product.  People do.  Get to know them.
  8. Break out of your comfort zone/echo chamber.  Social insights offer broader scope than focus groups and traditional market research.
  9. Social insights are both timely (near live) and time sensitive.
  10. Relationships start with mutual respect. You are the executive face of your brand. If you aren't listening, then your brand isn't ready for a two way relationship.

6 Steps to Setting Up Executive Listening

  1. Identify your listening goals and communicate these efforts to senior leadership.
  2. Identify a passionate and informed social maven for social leadership.
  3. Engage a social listening solution that fits your staffing, social goals and activation dlieverables.
  4. Establish your reporting gameplan.
  5. Share insights and gather feedback from the CEO's inner circle, optimizing social insights for maximum reach.
  6. Establish communications plan for publicizing these efforts (and potentially participating further down the road).
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guest blogging - joining the PB team

Team It is my pleasure to announce that beginning this Thursday, I will be guest blogging over at Dan Schawbel's Personal Branding Blog.

Please join me in welcoming my fellow contributors to table.  Our publishing setup will be as follows:

  • Dan (Monday): If you don't know Dan, it's time to start subscribing to his blog.  This is one smart guy.
  • Beverly Macy (Tuesday): Teaches social media marketing at UCLA and is the Co-Founder and Managing Partner of Y&M Partners.
  • Paul Dunay (Wednesday): The Global Director of Integrated Marketing at BearingPoint, Inc.
  • Jonathan Burg (Thursday): That's me!
  • Jacob Share (Friday): The founder and SVP of Share Select Media.
  • Adam Salamon (Saturday): The Partnerships Director at Bazaarvoice, Inc.
  • Katie Konrath (Sunday): She is a creativity specialist who helps companies come up with fresh new product and service ideas.
  • Maria Elena Duron (Editor): She is the president of Buzz To Bucks.

It's going be an exciting year!  If you have any thoughts on personal branding, please feel free to leave a note below.

Kicking Off Your Personal Brand in Social Media

The 10 Step Process
  1. Checklist Identify your passions.
  2. Find people with similar passions and read/watch/listen to their material.
  3. Join their conversations - in whatever format/platform they utilize.
  4. Set goals for starting conversations of your own.
  5. Create a personal/about me page that informs others about your personality.
  6. Start a conversation on the platform and in the media format where you believe you can be most successful (based on your level of comfort, capability and the general community utilization of this platform and format).  
  7. Respond to as many people participating in "your" conversation as possible.
  8. Link your conversation to that of others in your space (both literally and figuratively).
  9. Reach for the stars (speak with the heavy hitters) while embracing others new to the conversation.
  10. Explore new frontiers.  Over time, extend your social presence into new communities, social circles, platforms and formats.

Up Next: Considerations for kicking off your personal brand in social media

Inspired by 10 Step Expert Guide to Blogging Your Personal Brand

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