CEO In The Age of Social. Don’t Manage the Media – Manage the Message.

Today, every CEO needs to get amplified and personally turn up the volume of the Business Brand to claim market leadership.

We live in the “different” times when it comes to Brand Leadership. Just as we discovered that innovation is not the domain of one person or department, or even a business on its own; it’s time to realise that marketing, especially for Small Business, is also a team effort. In the age of  Celebrities and Influencers, the role of the CEO and the key people in securing Market Leadership has never been more important.

Here is WHY! Marketing has just become more strategic and more laborious; but for those who understand how things work, much easier at the same time.

What doesn’t work anymore? The brave new world has seen the end of mass advertising; traditional PR; empty slogans; one-off sponsorships; thinly vailed ‘sell, sell, sell’ use of Social Media; the so-called ‘content’, machine-generated by SEO companies; to name just a few obsolete marketing techniques.

So, what works? What helps smart Brands (this is what I call any business that has a ‘point of view’) stand out, make selling easier (inbound) and more profitable; and make ‘marketing’ obsolete?

It’s obvious that in the age of global competition, business of any size needs to be everywhere where customers are, 24/7. But this too, is not enough! To break through the clutter, the message, ‘the point of view’, must be interesting, presented from a variety of fresh angles and it must deliver value of unbiased, ‘shared’ information, and, it needs to come from people with credibility and ‘klout’.

How many such people do you already have in your organisation? Does the CEO (Managing Director or Owner) have the right skills or even time to share the news and insights at the top of the ‘funnel’? Can your brilliant CTO or CMO pull this off alone? Sure, they can turn up the volume and frequency, but only up to a certain level.

Leaders are being told that they need to take to the pen (keyboard) personally and start Tweeting, posting, joining discussions on LinkedIn Groups… Yes, it is valuable, but the benefits need to be weighed by the cost of valuable time. Social Media, like everything else, is about quality, not quantity. But to generate the buy-in into a CEO’s SM activity, there needs to be an existing profile of the Leader or of the company. For a small, perhaps family-run business, with many daily and strategic pressures, this is probably not seen as most important and definitely not urgent.

And yet, this is exactly the type of 24/7 exposure a small business needs. Dilemma?

The good news that there is just ONE thing any Business can and needs to do to overcome this dilemma: give power to the people to AMPLIFY the Brand message. You only need ONE core, authentic message from the Leader to help you start building Thought Leadership of many experts they already have on board – for different levels of the conversation.

So, how to get the business and the CEO AMPLIFIED?

First step is to decide what is the most important important message about your business you want your Employees to know and be inspired with. We recommend that you chose one of these:

  1. Our Goals | are we building a cathedral together or is everybody just laying bricks?
  2. Our Difference | what do we do together and individually that makes us unique and better than anyone else?
  3. Our Customers | who are they and what problem are we solving for them better than anyone else?
  4. Our World | what world are we creating and what difference are we making [even small]

Let’s face it, not every Leader is a born orator or a writer! Plus, there are so many demands on the Leader’s time that they cannot communicate with all employees all the time; let alone with the same passion and consistency.

As the Chief Inspirator I have been interviewing local and global innovative business and thought leaders using online video technology, e.g.:

Tom Kelly: IDEO Secret of Innovation  | Moises Norena, Global Director of Innovation at Whirlpool: Cultural Transformation  | Peter Freedman, Founder | MD, RODE: The Difference that RODE to Global Market Leadership.

An opportunity of a video interview with InnoFuture’s Chief Inspirator is now available to some special Australian business leaders and also some of their people who hold the key to the organization’s success. It will add the ‘klout’ your business needs to claim Market Leadership. We can also help you AMPLIFY your message to the right volume and automate it to gain the right frequency.

With our strategic and personalised approach, you will be able to inspire your existing employees to start talking about their own expertise that reflects on your business; gain powerful induction for new recruits; and hire the right new employees, attracted to your ‘point of view’.


Jojo-2InnoFuture provides an extra dimension for progressive Businesses to maximize their market impact  with  powerful and new-age marketing communication. Check out our  new, exclusive CEO AMPLIFIED services for future market leaders.

Margaret Manson | Chief Inspirator
InnoFuture – Brand Culture by Design

M: 0407 66 11 30 | P: 03 9857 9215
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