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2015 Cincinnati Social CEO Study Our Third Annual Review of the Social Media Engagement and Trends of Cincinnati’S Top Ceos

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2015 Cincinnati Social CEO Study Our Third Annual Review of the Social Media Engagement and Trends of Cincinnati’S Top Ceos 2015 Cincinnati Social CEO Study Our third annual review of the social media engagement and trends of Cincinnati’s top CEOs #cincysocialceo 2015 Cincinnati Social CEO Study We produced this report to examine a “moment in time” What’s inside: for engagement on social media of CEOs among the Greater Cincinnati region’s largest and fastest growing companies. KEY FINDINGS 4 From March 2 to March 23, we carefully reviewed these FACEBOOK 9 top CEOs for involvement on the largest social media channels – Facebook, Twitter and LinkedIn. TWITTER 12 Our goal isn’t to crown a local celebrity, although we do include the Top Five Cincinnati Social CEOs on Facebook LINKEDIN 17 and Twitter. This study is about Cincinnati social CEOs who understand the objective of the enterprise they WHY IT MATTERS 20 lead, the role they play in achieving it, and how they see social media as a tool to get them there. METHODOLOGY 23 So what does social media engagement look like among Cincinnati top CEOs? Keep reading. CEO LIST 24 Who did we study? 262 CEOS As in years past, CEOs included in the study were from a published list of the region’s 150 23 24 largest companies and organizations. This private companies law firms colleges year, we also included the top CEOs in the industries of banking, education, healthcare and law. We acknowledge upfront that there may be CEOs of Cincinnati-based companies with more or less involvement in social media than 25 18 22 the ones from our list. We also acknowledge public companies hospitals banks that there may be legitimate business reasons why some Cincinnati CEOs have limited or no involvement in social media. 12 250 See the full list and study methodology women men #cincysocialceo Key Findings #cincysocialceo At the highest level, what did we learn? Facebook remains a personal tool for the majority of Cincinnati CEOs, used to connect with friends and family. Very few CEOs are utilizing FACEBOOK Facebook for business purposes. More than ever, university presidents are using the social network to communicate. The large majority of Cincinnati CEOs in other sectors still TWITTER haven’t gotten on-board. LinkedIn continues to be the most popular social media network for Cincinnati CEOs. While new users have not increased, engagement by LINKEDIN CEOs currently on LinkedIn appears to be deeper. #cincysocialceo #cincysocialceo Social media engagement saw only a slight increase in use by Cincinnati top CEOs over the last three years. 3% 70% 2013 DECREASE 2014 60% 2015 50% 40% 3% INCREASE 30% NO CHANGE 20% FROM 2013 10% 0% FACEBOOKFacebook TWITTERTwitter LINKEDINLinkedIn #cincysocialceo How do Cincinnati CEOs compare nationally? Cincinnati CEOs on Facebook, Social media Twitter or LinkedIn No social media According to CEO.com’s 2014 Social CEO Study, Cincinnati CEOs who participate on Facebook, Twitter or LinkedIn are equal to the number of Cincinnati CEOs with zero social media presence Fortune 500 CEOs who have no social media presence at all. 68% 32% 32% 68% CINCINNATI CEOS F500 CEOS Cincinnati CEOs participation 65% 68% in social media has steadily 63% increased each year: 2013 2014 2015 % OF CINCINNATI CEOS WITH REGISTERED ACCOUNTS ON AT LEAST ONE MAJOR SOCIAL MEDIA NETWORK #cincysocialceo Social leaders by industry were determined by their participation on Facebook, Twitter and LinkedIn. Their number of friends, followers Industry and connections were also taken into account. Are we saying that each CEO here is doing it right? No. We can’t leaders: make that call without understanding their business and social objectives. We are, however, recognizing those who have established a social media presence. RICH BOEHNE CHRIS CICCHINELLI E.W. Scripps Pure Romance public companies private companies MICHAEL STEPHENS Mercy Health West Hospital SANTA ONO University of Cincinnati hospitals colleges & universities GEORGE VINCENT Dinsmore DAVE GOOCH Park National Bank law firms banks & bank holding companies #cincysocialceo Facebook Top Five SANTA ONO CHRIS CICCHINELLI JEFF WYLER RAMESH MALHOTRA GEORGE VINCENT 13,263 followers & friends 12,514 likes 4,861 friends 3,061 friends 887 friends University of Cincinnati Pure Romance Jeff Wyler Automotive Malhotra Group Dinsmore *As of the data collection period (March 2 to March 23, 2015.) Profile pictures taken from CEO Facebook page at time of publication. #cincysocialceo Facebook 2015 24% 24% (63 Cincinnati CEOs) are on Facebook, 2014 21% only a slight 3% increase from 2013. 2013 20% Business or personal? Once a place for college classmates to communicate, share photos and personal news, Facebook has shifted to become a business and brand hub. Cincinnati CEOs appear to utilize Facebook primarily for personal use, with most having fewer than 500 friends. 92% less than 500 MOST CINCINNATI CEOS (92%) WITH friends PUBLIC FACEBOOK ACCOUNTS HAVE FEWER THAN 500 FRIENDS. 8% more than 500 friends #cincysocialceo Facebook While it’s unclear if most CEOs on our list are using Facebook for business, it is clear that those at the top of our list are using Facebook with purpose and a social strategy. Here’s how two of our Facebook leaders are utilizing different profile types: Friends, followers or likes? OFFICIAL FAN PAGE PERSONAL PROFILE PUBLIC FIGURE PAGE (Likes) (Followers and Friends) (Likes) Pages look similar to personal Personal profiles are for non- Some Cincinnati CEOs have public profiles, but they offer unique tools commercial use and represent figure pages, but that doesn’t mean like analytics, verified accounts, and individual people. Fans and they’re the ones who created them. no fan limits for businesses, brands friends can follow profiles to see Since public figure pages can be and organizations. Pages are public updates from people created and administrated by managed by people who have they’re interested in but aren't anyone, these pages were not personal profiles. friends with. These do not counted in our study. provide business tools. CHRIS CICCHINELLI SANTA ONO Pure Romance University of Cincinnati #cincysocialceo Twitter Top Five SANTA ONO DAVID HODGE CHRIS CICCHINELLI GEOFFREY MEARNS DAVID NUSSBAUM 46,615 followers 8,244 followers 3,686 followers 2,473 followers 1,968 followers University of Cincinnati Miami University Pure Romance Northern Kentucky F+W University *As of the data collection period (March 2 to March 23, 2015.) Profile pictures taken from CEO Twitter page at time of publication. #cincysocialceo Twitter Cincinnati CEOs still remain 12% OVER THE LAST THREE YEARS, Twitter users TWITTER USAGE AMONG CINCINNATI mostly absent on Twitter. CEOS HAS SEEN NO INCREASE. According to Twitter, 44% of the 974 million Twitter users have never sent a tweet. Cincinnati CEOs may have activated Twitter accounts, but they are largely unengaged. Of the 32 CEOs on Twitter*: 50% HAVE NOT SENT 18 CEOS A TWEET IN THE PAST HAVE NOT SENT A 100 DAYS TWEET IN THE PAST 30 DAYS *Results from data collected May 6, 2015 6 (19%) ARE 1 HAS A PRIVATE 9 (28%) INDENTIFY UNIVERSITY ACCOUNT TITLE IN TWITTER PRESIDENTS HANDLE #cincysocialceo Twitter College presidents continue to be the top local leaders on Twitter. 83% (58,801 OF 70,804) GREATER CINCINNATI CEO TWITTER FOLLOWERS ARE ACCOUNTED FOR BY SIX THREE OUT OF THE TOP FIVE CINCINNATI CEOS PRESIDENTS. ON TWITTER ARE COLLEGE PRESIDENTS. @PrezOno @TMC_PREZ @PresidentMearns @PresHodge @presidentavery @scottmarkland University of Cincinnati Thomas More College Northern Kentucky University Miami University God’s Bible School and College Sinclair Community College Joined Nov, 2010 Joined 2011 Joined Jan. 2013 Joined Sept. 2011 Joined Nov. 2012 Joined April 2009 46,615 followers 1,198 followers 2,473 followers 8,244 followers 414 followers 11 followers 35.8K Tweets 11.6K Tweets 1,836 Tweets 1,852 Tweets 98 Tweets 4 Tweets #cincysocialceo Twitter How are the social college presidents utilizing their Twitter accounts? Let’s take a look: SANTA ONO @prezOno RECRUIT Columbus area UC alumni, students and prospective students. Come hang out with me TONIGHT http://ow.ly/MFy6p DAVID ARMSTRONG @TMC_Prez SUPPORT So proud of our PAC Champs & NCAA qualifying @TMCSoftball Team. Great ladies who perform on & off the field. Congrats on a special season! GEOFFREY MEARNS @PresidentMearns INFORM Execs from @kroger will be on campus Tues for Kroger Career Day. All students/majors invited. Details at http://careerservices.nku.edu @NKUcareers DAVID HODGE @PresHodge PROMOTE Great results for last year's Miami Regionals graduates. By fall over 88% employed or in school. http://miamioh.edu/news/ … #cincysocialceo Twitter Missing sectors: While college and university leaders are diving into Twitter, public companies and banks remain absent from Twitter engagement. 0 0 1 Public company Banking company Healthcare company CEOs on Twitter CEOs on Twitter CEO on Twitter I’m no Santa Ono when it comes to tweeting,“ but I am finding that it’s “ a great way to connect to our employees and the community, which is very important to our organization. LEE ANN LISKA University of Cincinnati Medical Center #cincysocialceo LinkedIn #cincysocialceo LinkedIn A CEO haven: Cincinnati CEOs are LinkedIn users – significantly greater than Facebook (24%) and Twitter (12%) usage combined. Although LinkedIn continues to be the most popular social media 60% of CEOs have LinkedIn accounts site for CEOs, use has leveled off (only 1% more CEOs users than in 42% of CEOs have 2013 and 3% less than in 2014). 500+ connections The good news? Engagement on LinkedIn appears to be deeper with more and more The industry with the most CEOs having 500+ connections. CEOs on LinkedIn is healthcare at 83% 42% Law firms were close behind CEOs with 500+ with 82% of CEOs Connections 28% 17% 42% 2013 2014 2015 LinkedIn In 2014, Claude Davis from First Financial Bancorp was the only CEO from a public company who had 500+ connections.
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