Search is the C-Suite executive’s homepage
[tweetmeme] Search is the C-Suite executive’s homepage: They’re researching their competitors and industry trends online on a daily basis. Nearly all of them use search engines for research, and half say they find what they want or expect. In fact 70% of C-Level Executives believe the web is the most important source for business information.
More than likely, it’s going to be something he or she read online (70%) or heard about from a colleague (66%) that drives them to search. This information is from a survey and one-on-one interviews conducted by Forbes Insights in March and April 2009.
There are differences in the C-Suite drawn along age lines, and expressed in the degree to which executives immerse themselves in digital mindsets.
Generation Wang (I prefer to call them Generation Typing-pool) is 50+ and content to use the Internet as a means of augmenting traditional approaches to information gathering and networking.
Generation PC, (40-50) is made up of digital settlers, goes a few steps further. It’s no coincidence, for instance, that President Barack Obama—having taken office at age 48—is the nation’s first chief executive to use email and demand a BlackBerry.
But it is Generation Netscape (<40) -that has the potential to bring a new persona to the C-suite, one in which transparency and openness are core personal and professional attributes. These executives are likely to take collaboration and networking in research to unprecedented levels. The most black-and-white difference is found in blogging: More than half of executives under 40 maintain a work-related blog at least several times a week- For executives who are 50-plus only 5% contribute at least several times a week. In short, we can be sure to find C-Suit executives on search engines – most of them many times a day. The key business issues faced by CEOs are clear: strategic plans, how to stay innovative, the welfare of employees, and making sure they have a responsive organization. But there's a new beast: climate change. Adjusting business to deal with carbon reduction necessitates culture change. And - according to Forbes - culture change is seen as the most risky business initiative that can be undertaken, exceeding the risk of new product launches and company acquisition.
So now we know where the C-Suite are, we know how they like to interact, and we know what challenges they’re wrestling with. It’s about time we helped them go sustainable.