Technology & Innovation

Power to the people

September 11, 2014

Global

September 11, 2014

Global
Cheryl Burgess

Co-founder, chief executive and chief marketing officer

Cheryl helps clients transform their brands into social businesses by implementing strategic initiatives that empower social-employee engagement and advocacy and social-executive leadership. She is co-author of the best-selling book, The Social Employee, which has been hailed by management guru Tom Peters as his favourite social business book. She is listed as Forbes “Top 40 Social Selling Marketing Masters”; Forbes “Must-Follow Marketing Minds—2014”; 8 Top CMOs on Twitter, and named by Huffington Post as a social media “Passionista”. She is a contributor to Harvard Business Review—Italia and is an external expert blogger for the AT&T Networking Exchange blog, CEO.com and CMO.com. Cheryl is a regular speaker at industry events, most recently at Social Business Forum 2014—Milan, Italy; IBM Connect 2014; Dell World 2013 and Integrated Marketing Week NYC—2014. She is a contributor to the Wharton Future of Advertising 2020. Her company’s blog won the MarketingSherpa 2012 Reader’s Choice Award for Best Social Media Marketing Blog. She is the winner of five Twitter Shorty Awards in Marketing. In 2011, she co-founded the Nifty50 Top Men & Women on Twitter Awards. 

Contact

Letting employees have their voice is the future of business, says Cheryl Burgess, chief executive and chief marketing officer at Blue Focus Marketing. But do managers dare give it to them?

Ms Burgess talked with Frieda Klotz, deputy editor at the Economic Intelligence Unit.

Frieda Klotz: How is social business affecting corporate culture?

Cheryl Burgess: A fundamental shift in the culture of leadership has been brought about by social media. Executives need to be active on social media—blogging and tweeting and on Linkedin. They need to start leading by example and to start a reverse mentoring process. That is where executives learn the skill-sets of their employees and use their employees to help them figure out social technologies. They’re going to rely more and more on Millennials, and as the workplace changes Millennials will play a more active part.

Reverse mentoring sets a stage where employees have the advantage of spending time—maybe a day or a half day—with executives. It improves their career prospects by giving them an opportunity to meet senior managers, while the executives get to, one, improve their social technology skills by using their own internal sources and, two, listen to the unfiltered voices of their employees.

FK: How will the role of these more junior employees evolve?

CB: That’s a good question. Back in the 1990s, Tom Peters wrote a famous article for Fast Company magazine called “Brand You.” He was a visionary and really saw the future. Today the future is still in branding yourself. The way you brand yourself is by understanding the tools that enable you to become a thought leader, to write a blog and have your voice out there.

It’s the voice of the employee that will bring change in 2014, 2015, 2016. Executives need to empower employees to tell the brand’s story, and in doing so it’s a win-win for the brand and for the employees. They will start to benefit through job promotions and raises and by becoming thought leaders in their industry. If the position they’re working in doesn’t give them enough recognition, they will leap to another organisation that empowers them. It’s not just the brand’s story, it’s their story, and they understand it as one.

FK: Why do executives and employees need to do this?

CB: For two reasons: for their brand and for themselves. It’s something that’s fundamental to our culture, not just in social businesses but our culture as humans: we need to engage. And customers have more trust in executives who engage.

FK: What if they say something that’s off message?

CB: Don’t send your soldiers into battle unless you prepare them and give them the necessary weapons and food and supplies to win the war. This is where the social executive or the social leader comes in. They drive the culture. They need to educate and train. But they also need to go into battle with their troops. Executive training in social media is probably the most important, fundamental shift that you’re going to see in the next two years.

Now, you’re always going to have rogue employees! But the bigger fear is you don’t have social media out there, because your competitors do.

The EIU’s Social Business Leaders project, sponsored by IBM, launched in July 2014. It showcased the work of 25 leaders in this emerging field—people who are using social business to transform their companies and organisations. We drew on the collective knowledge of an advisory board of social business experts, and identified the qualities that are typical of social business leaders: They are visionaries, strategic thinkers, culture shapers and storytellers, as well as adaptive, entrepreneurial and fully social in their use of online channels

Cheryl Burgess, a member of our advisory board, is CEO and CMO of Blue Focus Marketing and co-author of The social employee: How great companies make social media work (2013).

 

 

 

Enjoy in-depth insights and expert analysis - subscribe to our Perspectives newsletter, delivered every week