Talking to the C-Suite: How to Get Buy-in for Your Social Strategy
No longer the province of early adopters, social media has made an indelible mark on the minds of leading brand strategists, marketing professionals, and in-house communications experts. But has its power and potential yet penetrated the consciousness of the C-Suite? Has social media convincingly made its business case to merit executive attention?
Our panel discusses the inconvenient truths around the current state of Social Media and the Enterprise. For instance, a recent Stanford study of 180 top CEOs reported that most understand that what is said on social media can impact their organization, but only 32% of companies monitor online conversation for potential risks, and only 14% use social sentiment to measure performance. In order to get true buy-in from the executive suite, social media enthusiasts must speak in a language the C-Suite understands:
How does direct engagement with consumers, employees, and stakeholders equate to positive balance sheet outcomes?
What are the privacy and security risks involved with social media?
How well understood are social media policies among the employee population?
What is the true risk of avoiding public conversations about a company's brand, its image, or its role within its industry?
About the Panel:
Brian Ellefritz, Vice President, Social Media Strategic Services, SAP. Brian Ellefritz manages the global social media team responsible for strategy, policy/governance, brand listening, training, tools and metrics – essentially the capabilities leveraged by the SAP marketing organization globally to skillfully use social media in their work. During his tenure the company’s social media footprint has tripled and SAP has been increasingly recognized as a leading practitioner in B2B social media marketing. Additionally Brian’s team manages a rich portfolio of brand accounts in Twitter, Facebook, YouTube and LinkedIn where SAP delivers daily content, conversations and other experiences to 250,000 brand advocates, partners and prospects.
Becky Carroll is Director of Social Business at PwC and co-leads the social media consulting practice around social care. Becky helps clients define and implement strategies to drive digital customer engagement resulting in improved customer experiences. Becky is also the author of The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers (Wiley, 2011) on the topic of customer experience and loyalty. She was the Social Media Contributor for NBC TV Morning Show in San Diego and taught social media marketing at UC San. She is a recognized international speaker on the topics of social media, customer strategy, and customer service.
Saul J. Berman, Ph.D. is Partner &Vice President, Global Service Area Leader for Strategy & Transformation within IBM Global Business Services (GBS). In this role he works closely with major corporations around the globe on strategic business issues. He leads a worldwide team of IBM consultants focused on delivering business value through business, technology and operations strategy engagements as well as organizational change initiatives. Prior to this role, Dr. Berman was the Lead Strategy Partner for the Media and Entertainment Practice as well as a Global Strategy & Change Services Leader at IBM GBS.
Maggie Fox is the founder, CEO and Chief Marketing Officer of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. She was named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Boards of both GetElevate.com and the Heart and Stroke Foundation of Canada. Follow her on Twitter @maggiefox