Few Swedish Large Cap CEO’s are visible online. This according to a survey of the 58 largest companies on Nasdaq OMX Stockholm conducted by the strategic communications advisors Fogel & Partners and Eklips Digital Advisors. According to the survey, made in October 2012, only one quarter of the companies use a YouTube account to make CEO interviews visible. 19 per cent use Slideshare to publish and spread CEO interviews, 16 per cent of CEO’s has a LinkedIn profile and only one CEO is active on Twitter. http://www.fogelpartners.se/en/swedish-large-cap-ceos-not-visible-online/

1. Fogel & Partners and Eklips Digital Advisors | Stockholm November 2012
SURVEY: HOW VISIBLE IS
A LARGE CAP CEO ONLINE?

2. More and more CEO’s today only line up when they must,
around Q reports four times a year and on their Capital
Markets Day. On these occasions, they communicate
with a pre-written message around the company’s
finances.
After that they are quiet. Stock Exchange CEO’s should
use their public position to build sustainable relations
with all stakeholders.
Olle Zachrisson, Svenska Dagbladet, February 20, 2012

3. Executive Summary
§ 24% of the companies on Nasdaq OMX § 26% of the companies use a YouTube
Large Cap do not publish a CEO account to publish CEO videos
biography on website § 19% use a Slideshare account to
§ 40% do not highlight any presentations highlight CEO presentations
§ 79% do not profile CEO via video or § Michael Wolf, Swedbank; Jan Johansson
audio SCA; and Keith McLoughlin, Electrolux,
§ 60% of CEO’s do not have a Wikipedia most visible with corporate owned/own
page social media content
§ 16% of CEO’s have a LinkedIn profile § 10% of CEO’s mentioned >100 times in
§ Ola Rollén, Hexagon, only Large Cap CEO social media
with a personal Twitter account § Hans Vestberg, Ericsson, and Lars
Nyberg, TeliaSonera, mentioned >500
times in social media
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4. About the Survey
About § 0, 5 or 10 points were given in each respective
§ The survey of all 58 CEO’s on Nasdaq OMX category
Large Cap § Example: Does the company present a CEO
§ Survey period: October 2012 biography on their corporate website?
§ 13 categories - None (0 p), Brief (5 p), Extensive (10 p)
- Biography § 130 points in total
- Images
- Presentation slides Online channels included in survey
- Transcripts from speeches § Corporate website
- Written CEO statements
§ Google
- CEO statements audio/video
- Google first page hits Swedish and English
§ Wikipedia
- Wikipedia § Branded/owned social media accounts
- Personal LinkedIn account
- Personal Twitter account Online channels included in presentation but
- Corporate Slideshare account with CEO content excluded from survey
- Corporate YouTube account with CEO content § Mentions in social media
§ Global CEO Google searches
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5. THE CORPORATE WEBSITE

6. Biographies & Images
2%
16%
24% Biographies 27% Images
Extensive Many ≥5
Brief Few <5
None None
71%
60%
§ 24%
do
not
have
a
CEO
biography
§ All
companies,
except
one,
publish
images
of
the
CEO
§ <20%
of
the
companies
have
an
extensive
CEO
biography
§ Only
27%
offer
more
than
5
images
of
the
CEO
• DEFINITION: Has the company a CEO biography on the • DEFINITION: Does the company have downloadable
corporate website? CEO pictures on the corporate website?

7. Presentations
5% Transcripts from
12%
Presentation slides 15%
speeches
Many ≥ 5 Many ≥5
40%
Few <5
Few <5
None
None
48%
80%
§ Only 12% highlight many CEO presentations § 20% have transcripts from CEO speeches
§ 40 % doesn’t highlight any presentations § 3 companies have many CEO speeches
• DEFINITION: Does the company publish CEO • DEFINITION: Does the company publish transcripts
presentations, ex Q report presentations? from speeches?
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8. CEO statements
7%
Audio/video
Written 14%
Many ≥5
Yes
Few <5
100% No
None
79%
§ No company publishes CEO statements on a regular basis § 79% of the companies do not profile CEO via video/audio
§ Some companies publish CEO statements from the annual report § <10% have many statements via video or audio from CEO
• DEFINITION:
Does
the
company
publish
wriMen
CEO
• DEFINITION:
Does
the
company
publish
audio
or
statements
on
a
regular
basis,
e
g
newsleMers,
blog
video
material
from
CEO
ex
of
webcasts
or
analyst
posts
etc.?
calls
from
Q
reports?
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9. GOOGLE

10. 93% of respondents believe that CEO engagement in
social media helps to communicate company values,
shape a company’s reputation, and increase and evolve
corporate leadership in times of crisis.
2012 CEO, Social Media & Leadership Survey by Brandfog

11. Google first page hits
5%
19% Swedish
English
29% ≥5
41% ≥5
3-4.
3-4.
66% 0-2
0-2
40%
§ 41% have 0-2 company controlled hits § 66% have 0-2 company controlled hits
§ 19% have 5 or more company controlled hits § 5% have ≥5 company controlled hits
• DEFINITION: How many company controlled hits on • DEFINITION: How many company controlled hits on
Google first page when searching on CEO + Google first page when searching on CEO +
company name ? company name?
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12. Google searches
21% Google searches
100-
50-100
53% 0-50
26%
§ 53% of CEO’s are searched <50 times during one month
§ 21% are searched >100 times
• DEFINITION: How many global Google searches on CEO + Company
during search period?
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13. WIKIPEDIA

14. This lack of engagement would be similar to 50% of the
world using e-mail with big CEO’s holding out, or 50% of
your customers shopping online but no CEO’s trying it.
Josh James, Founder of Omniture. Forbes.com

15. Wikipedia
4%
Wikipedia page
Extensive
36%
Short
60% None
§ Only two CEO’s have extensive Wikipedia pages
§ 60% do not have a Wikipedia page
• DEFINITION: Does the CEO have a personal Wikipedia page?
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16. BRANDED & OWNED
SOCIAL MEDIA ACCOUNTS
Definition: Corporate social media account (YouTube or Slideshare)
with CEO content or personal account/profile (Twitter and LinkedIn)

17. Twitter’s growth was accompanied by a strong increase
in use of the social networks LinkedIn and YouTube.
Interestingly, the use of Facebook in the corporate
sphere grew much more slowly in comparison.
Investis IQ Corporate Website Rankings Q3 2012

18. LinkedIn and Twitter
2%
16%
LinkedIn Twitter
Yes Yes
No No
84% 98%
§ 16% of CEO’S have a LinkedIn profile § One CEO has a personal Twitter account
• DEFINITION: Does the CEO have a personal LinkedIn profile? • DEFINITION: Does the CEO have a personal Twitter account?
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19. YouTube and Slideshare
19%
26% YouTube Slideshare
Yes Yes
No No
74% 81%
§ 26% of the companies use a YouTube account to § 19% use a Slideshare account to highlight CEO
publish CEO videos presentations
• DEFINITION:
Does
the
company
publish
CEO
videos
• DEFINITION:
Does
the
company
publish
CEO
presentaPon,
e
on
a
corporate
YouTube
account?
g
Q
reports
on
a
corporate
Slideshare
account?
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20. MENTIONS IN SOCIAL MEDIA
Definition: Number of social media mentions (Blogs, Facebook, Twitter, Images, Videos).
Period: October 1 – October 31, 2012.
Search terms: Name + company.
Data provided by Silverbakk

21. Social media has been a great way for us to engage with
our customers directly. We use it to let them know about
changes, problems and ideas we are considering. Many
of our best improvements have been suggestions from
our customers through social media.
Jesse Cover, Lukie Games. 2012 Inc. 500 CEO Survey

22. Social media mentions
10% 5%
Mentions social media
<100
50-100
0-50
85%
§ 10% mentioned >100 times in social media during October
§ Hans Vestberg, Ericsson; and Lars Nyberg, TeliaSonera,
mentioned >500 times
• DEFINITION: How many global social media references of
CEO + company during search period?
22

23. TOP 5 CEO’S

24. Top 5 CEO’s
§
1 Michael Wolf, Swedbank, § Three companies in their own
85 points (of 130) league
§
2 Jan Johansson, SCA, § Well developed CEO information
80 points on corporate website
§ Keith McLoughlin, Electrolux, § Good usage of related accounts
80 points for sharing presentations and
§
4 Hans Vestberg, Ericsson, videos
65 points
§
5 Lars Nyberg, TeliaSonera,
50 points

25. EXECUTIVE SUMMARY

26. Executive Summary
§ 24% of the companies on Nasdaq OMX § 26% of the companies use a YouTube
Large Cap do not publish a CEO account to publish CEO videos
biography on website § 19% use a Slideshare account to
§ 40% do not highlight any presentations highlight CEO presentations
§ 79% do not profile CEO via video or § Michael Wolf, Swedbank; Jan Johansson
audio SCA; and Keith McLoughlin, Electrolux,
§ 60% of CEO’s do not have a Wikipedia most visible with corporate owned/own
page social media content
§ 16% of CEO’s have a LinkedIn profile § 10% of CEO’s mentioned >100 times in
§ Ola Rollén, Hexagon, only Large Cap CEO social media
with a personal Twitter account § Hans Vestberg, Ericsson, and Lars
Nyberg, TeliaSonera, mentioned >500
times in social media
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27. CONTACT DETAILS

28. Contact details
Peter Einarsson Anders Fogel
Founding Partner, Eklips Digital Advisors Founding Partner, Fogel & Partners
Phone: +46 708 666 995 Phone: +46 722 044 750
peter.einarsson@eklips.se anders.fogel@fogelpartners.se
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