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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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