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Executive Activation and
Enterprise Social Strategy
Casey Hall
Lumberjack Social
@CaseyHall_

Executive
Activation
@CaseyHall_
The process of using social
media to position executives
as visible and knowledgeable
leaders in their industries

@CaseyHall_
7X more employee shares

Why this
content
works so
well:
In the moment
From a person
they know
Topically
aligned
@CaseyHall_

@CaseyHall_
Program Executive Advocates
Prerequisites

@CaseyHall_
New product
in a new slice
of the market
Using Executive
Activation to lay
the groundwork

•Identified executive
leaders who had serious
levels of expertise in
this space.
•Worked with them to
develop articles and
other social content that
highlighted their
expertise.
@CaseyHall_

•Distributed and
amplified this executive
content through internal
subject matter experts.
•Continued to put these
executives front and
center during the
product launch.
@CaseyHall_

This program resulted
in high-quality social
engagements
between our
executives and
industry leaders,
analysts, and trade
media.
@CaseyHall_

Getting Started:
@CaseyHall_
1. Identify the executives that would be a good fit for social activation.
2. Develop a convincing POV that communicates why this is worth their time.
3. Start small and over-deliver: support, training, and amplification.
4. Enable Collaboration between Marketing and Communications
5. Use an appropriate internal communications plan to gloat about the success.

Common Obstacles:
@CaseyHall_
Disinterested Executives:
1.Worry less whether someone is in the C-Suite or not, and more
about finding a leader who has the inclination, personality, and
expertise to be successful.
2.Success for one executive quickly engenders interest from others;
that will be your best recruiting tool.

Common Obstacles:
@CaseyHall_
Silos (Marketing vs Communications):
1.For Marketing, the Communications team can provide air-cover and
custom content from the executives.
2.For Communications, the marketing team can quickly and
effectively raise the profile of the executives providing the content.

Outcomes
Executive social posts, when
re-shared through either branded
social channels or employee
advocacy programs, have higher
reach and engagement rates
than branded posts.

Outcomes
Channel managers and other
employees are much more
likely to be actively engaged in
social if their leaders are.

Outcomes
Having executives involved
makes them part of the social
media “team” rather than
passively receiving
performance reports.

Employee
Advocacy
Executive
Activation
Enterprise
Social Strategy

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Executive Social Media Activation - Casey Hall of Lumberjack Social

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Executive Social Media Activation - Casey Hall of Lumberjack Social

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