What does it take?
After attending the Minnesota Interactive Marketing Association Summit 2007 and the MN Advertising Federation Show, and chatting with our friends working in the interactive space, we've got a question:
We have no illusions that any CEOs are going to answer this poll. Rather, we're curious what you -- the people who create, enable and guide the interactive work -- want from your CEO in terms of understanding and involvement. What do you want your CEO to know and participate in?
We'll post the results here and continue the discussion. Please share this poll and encourage your friends and co-workers to participate. The more responses we have from all of you, the better the survey. And everyone can share in the results.
(Hat tip to David Armano for the PollDaddy link.)
I feel the need to comment beyond just answering. This presumes a that CEOs do understand the interactive space. Now, if your in an ad or interactive agency, well, they better. If they don't, your organization is screwed.
For those of us who are doing interactive work in other types of businesses and organizations -- those that would be the clients of ad and interactive agencies -- many of us can't expect much of an understanding from our CEOs. Yes, we try to educate, but there can be a lot of resistance. Try telling someone that they way they've been doing things successfully for the last 25 years will no longer work!
If we're lucky, they are good at identifying the organizations strategic needs and letting us come up with solutions. If we're not lucky, they devise misguided interactive strategies of their own, which we then need to gently dislodge. (No, we really can't build a MySpace.)
And I would become suicidal if my CEO reviewed every digital initiative.
So, for me, it's more about how do they gain knowledge, rather than how do they display it. LinkedIn and Facebook are a great way of getting their feet wet. It can be pretty passive, but you begin to see how the media works. Personal blogging would be a great education as well, but you need to convince the CEO that he/she needs that education. As for corporate blogging, many executives I've worked with aren't capable of doing it. This isn't a matter of tech skill, but rather a lack of communications skills. And, of course, a conference here or there is always a great learning opportunity.
The real question I face every day is how do you get executives -- who has been at the top of his or her field for decades -- to admit that they now have a knowledge gap that must be addressed.
Posted by: Bill Snyder | October 27, 2007 at 02:27 PM
great insights, Bill (and questions you raise)
I agree -- we can't assume that most client CEOs "get" what the whole social media revolution is all about...if you work in company with one that does, or in agency with a client CEO who is tuned in -- well, lucky you!!
now, for the rest of us... :-)
the net-net is, we just have to keep educating, no? we have to speak up and tell them, *show them*, when cool stuff happens....or tell them why cool stuff is happening to other companies with good social media initiatives (and it is, every day, all around us)
CEOs are smart -- they catch on fast...so, take heart -- it can't be that hard!
regards,
Graeme
Posted by: Graeme Thickins | October 27, 2007 at 06:58 PM
If the company's business is primarily in the digital space, it doesn't make sense for the CEO to be focused on it. It's far better if they support initiatives encouraging their employees to explore how best the company's culture fits into the digital space.
Posted by: Garrick Van Buren | October 27, 2007 at 07:38 PM
Tim,
Great question and possible blog entry for me. I will say that the answer depends on how mature your company is at getting it.
If your whole corporate culture already gets it, then a CEO that gets is not necessarily in your best interest and may actually hinder your company's continued growth.
However if your company is not very far along then i think it's absolutely necessary. Why?
For starters forget what you think you know about interactive, 'cause it's not print or broadcast.
Second the integration required between dept that are usually sealed from each other is again unlike it's counterpart.
Third the investment needed to become successful at interactive can and are capital intensive.
Off my soapbox for now
Posted by: Sean Scott | October 28, 2007 at 09:17 PM
That Giant Sucking Sound you hear is the leadership vacuum in the corporate digital space. The Other Giant Sucking Sound you hear are customers leaving traditional media and heading to the Net. The Next Giant Sucking Sound that I'd like to hear is the transference of money from that which is not working in media to that which is -- namely, the digital environment.
Posted by: andrew | October 29, 2007 at 09:50 AM
A good CMO related article...
http://executiveeducation.wharton.upenn.edu/ebuzz/0708/classroom.cfm
Posted by: andrew | October 29, 2007 at 09:59 AM