Tag Archives: C suite

Are You an Adaptive 21st Century Leader?

A few weeks ago, I had the opportunity to attend a regional marketing event called North by Midwest in Minneapolis. More than 200 marketers packed Olson’s office to hear many of today’s movers and shakers talk about the new consumer realities confronting marketers and brands. If you didn’t get a chance to attend, check out some of the nuggets from the event. 

Adaptive Leadership

Image Credit: HR.BLR.com

Roselinde Torres, senior partner and managing director, The Boston Consulting Group, led a thought-provoking session on 21st century leadership. While there are timeless leadership qualities such as integrity, intelligence, and vision, Torres introduced four traits that successful leaders have leading their organizations through the ambiguous, uncertain world.

Check out the four traits and summary on Olson Insight Blog.

Note: This event is hosted by the firm I work for and I was sent to blog about the event.

Is Social Media Difficult?

First looking at this title you may think “Obviously not because a trillion folks are using social media.”

But I think if you think about this question more, you cannot focus on the actual acts of “tweeting” or “posting on Facebook,” but rather how do you continue to build and maintain a successful social media program? How is success tracked or even measured?

The answer to whether social media is hard is yes. Why? Because most marketing folks tend to focus on the tactics rather than the planning before jumping in.  To be honest, it is the more fun and exciting piece. The tactics show activity, but maybe not the right activity. Not focusing on the details impacts the tactics and more importantly the success. Focusing on the more “fun activities” also gets you in hot water with executives who want to measure or rather know what their return on investment is on those efforts.

So how do you get your social media efforts to be successful? You PLAN for it!

Planning Takes the Difficulty out of the Equation

I think the most important aspect is the planning. Think P.O.S.T.

Planning is key, but often not the focus of conversations. Often times the conversation ends up with the fun aspects of social media: interacting with your audience and sharing information. In your planning you need to identify a few things:

1) Why are you using social media? Answering because our competitions is using social media is not, repeat, not a viable reason.

2) Who will be involved? This goes beyond marketing. Who in your organization has great stuff to share. Everyone is an expert.

3) Define the contributors from the reviewers. HUGE. lot’s of people like to critic, but few like to do the work.

4) Will you engage your employee to share company news or commercial insight?

5) If employees will be involved, do you plan to give guidance?

Devil is in the Details

Lots of articles on setting goals and objectives, but you need someone to drive this. You have to get folks onboard or at least adhere to one set of guidelines of what the organization plans to do. Otherwise, you will be running in different directions and never accomplish anything other than transactional success of “ I gained XX followers or likes.” So what’s the big deal?

Your Executive Team Cares About the Bottom-Line

Those are meaningless to your executive team. Those folks do not care about transactional data, but do care whether you are mitigating customer service issues or increase engagement. The difficulty is not in implementing social media, but rather planning for success.

4 things I learned during my first year of implementing a Social Media Strategy (Part 3)

3)   You need an executive champion

Any new initiative needs executive support otherwise it is doomed to never get off the ground. My team began to make small wins, but I neglected to engage our C level folks. Bad move. It wasn’t until our new managing director joined our company that he began to ask questions about our social media channels. Interest is always a good indication as it leads to the ability to share your plans in a open forum. Working with the managing director helped me understand what the C suite wanted. Did he care about how many followers we had? Interesting fact to me, but not to him. He did want to hear how we help customers via social media and increased engagement with our client and prospective audience. By sharing mini case studies with the team based on different internal and external wins, I was able to leverage our wins in terms of what C level executives care about: minimizing risk to the organization, increasing our awareness (which leads to more people know about our company and potentially buying our service, aka revenue), and  sharing our client success stories that peaked our trades interest.

I learned rather quickly my executives didn’t care about how many followers we had, but did care that we were able to resolve customer services issues quickly. Example? Recently at our user group meeting we were experience wifi issues and our attendees began to post on Twitter how slow the wifi was. Since we monitor the feeds, I saw this issue and was able to connect to our events team and solve the issue. Big deal you say? I was able to resolve the wifi issues within 3 mins. 3 mins sounds impossible, right? Not really. Once I say the feed and let people know that we were aware of the issue and were taking care of it, people responded with” thank you(s)” and “awesome(s).” Mitigating risk will always get the c suite attention.

When I presented to our chief executive officer on our strategy, he supported it not because that’s what our other competitors were doing because I sold him on the ability that we could mitigate risk. He saw the value that using social media from that point forward. Also, I was able to get some of our executives to perform in a variety of social media activities from participating in tweet chats to setting up Twitter accounts and actively engaging with our market.