These slides were part of a presentation delivered on 22 Aug 2017 through a webinar in partnership with the Hong Kong office of Meltwater, a media intelligence company who provides media monitoring and social media monitoring to help companies grow and build brand. Clients in both the B2B and B2C spaces are becoming less loyal to brands, less trusting of corporations, and are hungry for human connection. People do business with people they trust, and companies whose executives are actively engaged with their clients are reaping the biggest wins. While hiring a celebrity as spokesperson can result in temporary attention, to create lasting trust you need to turn your CEO into your primary influencer, or key opinion leader (KOL). Learn from MWI CEO Josh Steimle as he tells his story of how he turned himself into MWI's KOL, and how he helps Fortune 500 executives become KOLs and use their position of thought leadership to grow their businesses.

1. Why your CEO should be the center
of your next KOL campaign.

17. Top 10 Highest Paid Instagram Influencers for 2017
Rank Influencer Followers (millions) Cost per post
1 Huda Kattan 20.5 $18,000
2 Cameron Dallas 19.8 $17,000
3 Jen Selter 11.3 $15,000
4 Zoella 11.1 $14,000
5 Nash Grier 10.2 $13,000
6 Chiara Ferragni 9.7 $12,000
7 Julie Sarinara 4.6 $10,000
8 Aimee Song 4.6 $9,000
9 Liz Eswein 1.3 $8,000
10 Danielle Bernstein 1.7 $7,000

18. Top 10 Highest Paid Celebrity Instagram Influencers for 2017
Rank Influencer Followers (millions) Cost per post
1 Selena Gomez 122 $550,000
2 Kim Kardashian 100 $500,000
3 Cristiano Ronaldo 104 $400,000
4 Kylie Jenner 95 $400,000
5 Kendall Jenner 81.7 $370,000
6 Khloe Kardashian 68 $250,000
7 Kourtney Kardashian 57.8 $250,000
8 Cara Delevingne 40.4 $150,000
9 Gigi Hadid 34.7 $120,000
10 Lebron James 30.7 $120,000

19. Average Earnings For Influencer Posts On Selected Social-Media Platforms

20. 97% of Micro-influencers Charge Less Than $500 per Post

21. Why?

22. Viewers spend average of
0:09
on online ads.
Source: Collective Bias

23. Viewers spend average of
2:21
on influencer content.
Source: Collective Bias

24. Rise of the
Influential Executive

47. 5 Benefits of Being an
Influential Executive

48. 1. Higher revenue

49. 1. Higher revenue
2. Longer tenure

50. 1. Higher revenue
2. Longer tenure
3. Higher pay

51. 1. Higher revenue
2. Longer tenure
3. Higher pay
4. Access to talent

52. 1. Higher revenue
2. Longer tenure
3. Higher pay
4. Access to talent
5. Greater buy-in

53. What is the Worth of a
Personal Brand?

54. “Reputation damage” is
#1 risk concern for 88% of
executives.
Source: Deloitte

55. Of respondents who
experienced a reputation
risk event, 41% say loss of
revenue was the biggest
impact.
Source: Deloitte

62. Battle of the Personal Brands
Branson vs. Kalanick

63. 2014: Unauthorized biography of
Richard Branson is published.

64. 2017: Uber hit with multiple
scandals.

65. 5 Ways to Become an
Influential Executive

66. 1. Identify your audience

67. 1. Identify your audience
2. Choose your message

68. 1. Identify your audience
2. Choose your message
3. Choose your medium

69. 1. Identify your audience
2. Choose your message
3. Choose your medium
4. Create content

70. 1. Identify your audience
2. Choose your message
3. Choose your medium
4. Create content
5. Analyze and react

71. Questions?
@joshsteimle
josh@mwi.com