Get Social: A Mandate For New CEOs By Leslie Gaines-Ross

2. Presentation
BY
Sajjad Hussain

3. Get Social: A Mandate For
New CEOs
By
Leslie Gaines-Ross

4. About The Author
Leslie Gaines-Ross
 Leslie is the author of two books,
 CEO Capital: A Guide to Building CEO
Reputation and Company Success and
Corporate Reputation:
 12 Steps to Safeguarding and Recovering
Reputation.
 Award-winning research into CEO and
corporate reputation, CEO transitions,
corporate rankings, online reputation,
executive visibility, thought leadership, and
reputation sustainability and recovery.
 Leslie is a frequent public speaker on CEO
and corporate reputation management.

5. Traditionally speaking
The honeymoon squeeze
Lift the veil of uncertainty
Employees first?
Get grounded fast
Risky business? Not so much
We Are Going To Discourse

6. SOCIAL LIFE OF A NEW CEO
According to the Author:
“Social tools can be extremely useful to new CEOs During their
first 100 days”.
Example:
Mark Reuss:
GM’s operation General Motors In Australia
When General Motors In North America was near to bankruptcy
In 2009 Mark Reuss has been appointed as President of General
Motors in North America.
Reuss realized that his 1st 100 days would be difficult for him.
During these days he had to deals with the dealership network it
was very challenging to him to approach all of the dealers. Thus he
starts to communicate with them through Facebook.

7. MARK L. REUSS
“No matter what happened, they knew
that was listening and that they had an
audience and someone to talk to in the
company and they could do it instantly. So
it was hugely powerful. And if you look at
how we got through that period and the
dealers that we have and the trust that I
have built with a lot of the dealers, it’s
because of that conversation on facebook.
And so no one was treated unfairly. It’s
hard to put metrics on that, but I can tell
you that our brand reputation has risen
dramatically, and I think our use of social
media is one of the big reasons why.”

8. TRADITIONALLY SPEAKING
Traditionally, CEOs communicate through :
E-mails, memos and questions & Answers, town hall meetings
and press releases
Mark Reuss has commented that leadership tools are greatly
enriched when social media is added to the mix.
Many CEOs even enjoy about being quoted in major news and
business publications. These activities remain helpful in
establishing a new CEO

9. According to Weber Shandwick
Weber Shandwick released Socializing Your CEO From Marginal to Mainstream:
2014 audit found that CEOs from the world’s top companies are visible on their
company website (68%), company YouTube channel (38%) and social networks
(28%). Increased use of these three platforms contributed significantly to the
increase in CEO sociability overall

10. According to Weber Shandwick
Source:

11. THE HONEYMOON SQUEEZE
Why People goes for honeymoon
 To bring the sense of together
 To understand each other
 To build informality between each other
Thus first 100 days for a new CEOs is like Honeymoon Squeeze
Because they need to build understanding with customers and
with the employees

12. THE HONEYMOON SQUEEZE
Frist 100 Days “ A Challenging Time Period
For New CEOs”
 Have to establish his or her reputation and suitability.
 Overscheduled calendars, travel to multiple time zones and
24 hours work all the weeks around.
 Have to Speed up communication and business transaction.
 New environment and new market place to deal with.

13. THE HONEYMOON SQUEEZE
FTI Consulting Survey Report: 2011
 263 CEOs Transitions in 35 countries.
 The study also found that the reputation of a CEO
is a critical factor in investor decisions to buy or
sell a company’s shares.
 Nearly 40% of investors would sell stock of they
questioned the reputation of a newly installed
CEO.

14. THE HONEYMOON SQUEEZE
www.fticonsulting.com/ceo-transitions-and-the-risk-to-enterprise-value-study.pdf

15. EXAMPLES
Linda P. Hudson, President and
CEO of BAE Systems
“I felt an internal blog would be an
ideal, manageable means for not just
sharing information with our nearly
40,000 employees, but also for getting
their input, feedback and buy-in. The
time investment in my blog, Linda's
Look, may have been minimal, but
the employee response was
tremendous and immediate.

16. EXAMPLES
Mr. Mark Bertolini
Chairman And CEO of major
health care benefits company
Aetna.
I could do 20 tweets in the time it
takes me to listen to or read the
average voice- or e-mail,” says
chairman and CEO Mark Bertolini
(@mtbert) of major health care
benefits company Aetna.

17. EXAMPLES
Chad Dickerson CEO of Etsy
(the popular online marketplace for
handmade and vintage goods)
“I think every CEO is spending a lot
of time at air ports and sitting on
plans, waiting for planes to take off
and sitting in cars, going between
meetings . Social Media interaction
that I have during these periods
make me feel like instead of wasting
my time I am maximizing my time”

18. LIFT THE VEIL OF UNCERTAINTY
New CEO is unknown.
Employees trying to evaluate.
Employees are waiting for his/her decision.
They are waiting for change.
Waiting for direction

19. LIFT THE VEIL OF UNCERTAINTY (Cont….)
New CEO decide and bring employee
together
Setting agenda and meetings
For CEO Social tools play role for all the
above things.

20. CEO of MassMutual, Roger Crandall
"It was great to create a personal
connection in a way that
traditional communications could
never provide. At first, it took
some getting used to, but we got
a great reaction here in the home
office, and I was able to share
who I was and what to expect
from me in the future.”

21. EMPLOYEES FIRST?
Important assets for an organization.
Attending to stakeholders other than
employees necessarily means giving employees
short shrift.
Dickerson’s first keynote address at a Hello
Etsy conference in Berlin was simulcast on Live
stream to local gatherings and markets across
the U.S. encompassing the entire Etsy
community, not just employees.

22. EMPLOYEES FIRST? Cont…
Dickerson allowed himself to be openly viewed in
real time.
 In this very social way, he earned the confidence
of employees, customers and others all at the same
time.
 Because social media enables concurrent
connections with so many, a new CEO can now
address others without ignoring his or her
workforce. In a sense, all stakeholders can now be
put “first.”

23. New CEOs:
Due to use of face book and other social
media CEOs knows about what goes on
company front line.
Severed from day to day activities .
They mainly focused on communication
with people using social websites.
GET GROUNDED FAST

24. 1. LISTEN
2. MAKE IT PERSONAL
3. REPEAT
THREE BENEFITS

25. 1.LISTEN
Social media’s value as a listening
platform.
For example: Mike Pratt
(@BBYCPresident) to become a social
media convert.
President and chief operating officer:
“I began to recognize social value as
listening platform when I was able to
actually gain insights in how our
customers think about our brand.”

26. 1.LISTEN (cont…)
 Getting unfiltered information directly without affecting intermediaries.
 New CEO continuously remain in touch with heart beat (customer and
employee) of the organization and are able to draw his or her own diagnosis of
what next steps needs to be taken and what are the weaknesses and threats.
BENEFITS OF SOCIAL LISTENING
Twitter, face book, linked In etc.
Relatively low cost.
It is first step info.
It can be easily monitor.
Knows what customers are saying about our company (Products).

27. 2.Make it personal
 ADDING HUMAN FACE: This point is reinforced by Best Buy Canada’s
Pratt, who often attaches twitter videos, or short videos, and regular tweets
about his travels, customer meetings, personal life and new product
introductions.
 “it’s engaging authentically with employees and our customer that counts.
Says Pratt.
SIMULCAST ON LIVE STREAM:
 New CEOs share their stories. I.e. Dickerson notes
“I told stories about myself, about times that I’d been afraid to
do things in my life. And I did them anyway and they work on
really well”

28. 2.Make it personal Cont..
CONVERSATIONAL IN NATURE:
Because social media is conversational in nature rather
than directive, unlike many memos handed down from
above, it enhance and deepens the “fidelity” of the
CEO’s message.
According to Aetns’s Bertolini.
“Social media is a much better brand reinforce when you
keep the conversation going. The fidelity of the brand
both personally and professionally, can be much more
powerful if you reinforce it constantly and continuously
through social media”

29. Due to conversational nature of social media the message
of
CEO is reiterating (repetitive).
When a new CEO establish a theme. A crucial requirement
of his first 100 days. He or she must repeat it over and
over again, continually.
3.Repeat

30. Risky Business? Not So Much
 Return on investment is
difficult to measure.
 No doubt new CEO’s needs to
watch what he or she says
online.

31. Examples of CEO’S
MATT FLANNERY
Matt Flannery is the Co-
Founder and CEO of Kiva.org,
a non-profit organization that is
the world’s first online micro-
lending platform connecting
private individuals willing to
loan money to borrowers with
small businesses in developing
countries.

32. Examples of CEO’S
STEPHEN ELOP
President and CEO
Nokia
September 2010 – April
2014 (3 years 8 months)

33. Examples of CEO’S
MARISSAANN MAYER
Marissa Ann Mayer is an
American information
technology executive,
currently serving as the
president and Chief
Executive Officer of
Yahoo!, a position she has
held since July 2012

34. Examples of CEO’S
Some More Information
Apart From The Article
“Get Social: A Mandate
For New CEOs”

35. Socially active CEO In Pakistan
Pakistani CEOs Famous in Social Media
Javed Afridi CEO of Haier Pakistan

36. Socially active CEO In Pakistan
http://invest2innovate.com/who-we-are/

37. BENEFITS OF BEING A “SOCIAL CEO”
 It gives the stakeholders chance to communicate with CEO’s directly.
 No cost and time saving way of marketing
 Able to share insights with your customers and employees
 Makes your leadership style more visible
 Creates greater transparency around change and critical business
issues
 Enhances the reputation of the company and you as the CEO
 Reinforces core organization values and beliefs
 Becomes a public relations tool for building relationships with
various news outlets
 Demonstrates a commitment to innovation and change

38. Weber Shandwick // The Social CEO: Executives Tell All // Page 21

39. Weber Shandwick // The Social CEO: Executives Tell All // Page 22