When I heard that the CEO of BP was going to be on Social Media, I thought here we go, a load of press releases or a bunch of corporate content telling us how amazing BP is.
There is a famous story of a worker at a fast food restaurant who had been working double shifts, so decided he didn't have time to go home and have a shower. He took a bath in one of the sinks and a colleague videoed it, put it on social media and it went viral.
The CEO of the fast food restaurant did a video, supported by his PR agency and put the video on YouTube. He spoke how the restaurant had been steam cleaned and there could be no cross contamination. Nobody watched his video.
And that's what so many people don't understand about social.
Social Media is .... "social" on media. People want to make a connection and this is your chance to make your CEO, your employees, your recruiters, your salespeople, your suppliers accessible. Approachable.
It's time for your company to stand out.
It's time for your company to share your culture online.
It's time for your company to show what an inspiring place your company is.
Let's take a step back. We all know that social media has changed the world. Never in the history of the world has world leaders been able to talk direct to the world as they can on Twitter. No longer do they need to talk through journalists. In fact, in theory you can talk back to them as well. You may not like this world, but the "horse has bolted".
Check out this research from Hootsuite and We are Social Media https://datareportal.com/reports/digital-2019-q4-global-digital-statshot shows there are 3.75 Billion people in the world active on social media. From a B2B Enterprise prospective, that is pretty much everybody you are going to need to sell to.
Accenture research shows that we are spending 6.4 hours a day on the internet, which if we take out the time we are asleep, we are now spending half our lives on the internet. Let me write that again. Your prospects, your employees, your customers, your future employees are all on social!
What our teams lack is the methodology and the confidence to get on social.
So the answer is a one day masterclass?
Sorry, this won’t change a thing.
I need to lose weight and get fit.
What I need is a process to go to the gym three times a week and to change my diet. Spending a day in a gym isn’t going to help me, I need the mind set change and the habit change.
CEOs know that to get digital, they need a digital workforce. So how are they going to get that? By training people ..... of course, there is where we come in.
The new BP CEO Bernard Looney is making a serious play on social media. But how is he doing it, and why? Most CEOs are reluctant to use social media. But Bernard Looney is different - he's set his stall out to put social media at the centre of his communications and is engaging with his audiences.