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Overcoming corporate resistance to social media



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  • It’s not change they fear, it’s having to do it all by themselvesThey also believe they’re the only ones having a hard time emotionallyCare about their co-workersWant to do the best job they canNeed occasional reassurances


  • 1. Workshop: Converting the Skeptics
    Overcoming Corporate Resistance to Social Media
  • 2. Overview
    Some facts
    Some challenges to consider
    Symptoms, diagnosis, and
    … treatment
    New Ideas
    When People and New Ideas meet …
  • 3. “Transition Shit” Happens…
    People dig in their heels
    Skepticism abounds
    No-one has time to learn
    No bandwidth; too busy with regular stuff
    Can’t see the point
    Just another fad – this, too, shall pass
    No-one owns the project
  • 4. To overcomeyour opponent, you must first understand him
    Strategy without tactics is the slowest route to victory, but tactics without strategy isthe noise before defeat
    This is war; make no mistake!
    Sun Tzu;The Art of War
    General Carl Von Clausewitz; Principles of War
  • 5. Why do New Ideas fail?
    The number one reason:
    resistance to change
    According to LISA’s 2008 Global Business Practices Survey:
    “Staff resistance to change is a factor that complicates roughly half of all technology implementation projects and severely threatens about one in ten”
  • 6. Common misperceptions:
    If we explain the business rationale, people will understand
    If we tell them what will change, people will adjust
    If we give them the toolspeople will use them
  • 7. Management’s expectation?
    people will naturally fall in line (and do as they’re told)
  • 8. The reality?
    behavior is more complexthan that
    everyone has different drivers
  • 9. Preparing for the Transition
    1. Develop a Strategy!
    2. Secure C-level sponsorship
    3. Develop a
    tactical plan
    4. Bring inindependent experts (optional)
    3. Talk with your people, not just at them
  • 10. In comes “social media” Oh-oh…
    Is it just a fad?
    Is resistance to it a generational thing?
    Is it trivial, shallow, a waste of time and resources?
    Who are the skeptics in the company? And why are they skeptical?
  • 11. Some compelling facts and stats
    “Victory in marketing doesn’t happen when you sell something, but when you cultivate advocates for your brand” (Steve Knox, CEO of Tremors, P&G’s Word of Mouth Unit)
    Evangelists spend 13% more than regular customers, and they refer business equal to 45% of the money they spend(source: Satmetrix)
    SM augments traditional Marketing, allowing you to reach new audiences
  • 12. More facts and stats:
    Facebook users that “Like” a brand spend an average of $71.43 more than customers who have not “Liked” the brand
    * $71,43 = $1,006,732,134.24 = > $1 BILLION!! in potential additional revenue … just sayin’
  • 13. Share your own stories
    Items for sale:
    3 y-o SealyPerfect Sleeper King Size mattress setwith headboard and frame $400
    2 y-o Giant 12-speed mountain bike $50
    IKEA office furniture (desk & cabinets) $350
    Craigslist over 10 days: 1 ‘nibble’ for the desk – no sales
    Facebook: sold everything (same day) at asking price…
    Why? My FB peeps knew me personally; higher trust factor facilitated quick sale versus
  • 14. Do you have stories?
    In small groups (3 – 5):
    Each share at least ONE Social Media success story
    Discuss and identify the reasons for the successes
    Share with the other groups (5 mins max)
  • 15. How to recognize fear-based resistance
    Obsessive need for control
    Irrational decision-making
    Increased silo-ism
    Don’t care attitude; apathy
    Jealously guard expertise
    Lack of sharing
    Politicized environment
  • 16. Understanding Reluctance
    Change may be psychologically painful, but uncertainty about the end-state is more painful
    Fear of loss is a powerful motivator
    Loss of what?
  • 17. Why? Most people …
    Do NOT like surprises
    (especially ones that have been thrust upon them without their input)
  • 18. The Resisters: what they fear
    Marketing: loss of control over the brand
    Line managers: loss of control over their staff’s time and efforts
    Legal/Regulatory: loss of power; fear of litigation
    HR: loss of oversight; fear of litigation
    Anyone else you can think of? And their fears?
  • 19. Knowledge is power – so share it
    What about the objections from:
    Line Management?
    Split into small groups (3 – 5) and identify
    3 reasons ‘why not’, then:
    Develop a story for each, countering the objection
  • 20. Learn to ask people for input:
    Talk about the problem, not the solution
    Focus on positive outcomes and benefits
    Tap into collective memories
    Provide forum for sharing experiences
    Involve users in defining new roles
    Use peer-mentoring
  • 21. Partnering with stakeholders
    Bottom-up solutions enhance ownership
    Managing by results, not by process gets a lot more work finished
  • 22. Make time for the ones ‘that get it’
    Fact: most managers spend 80% of their time with the 20% that are poor performers
    Stop it! Face time one-on-one with the boss should be a reward; an earned privilege, and recognition for a job well-done
  • 23. Start small
    Suggest a pilot, to last 6 months or so
    Do the easy things first – and measure before and after
    Educate people on how to communicate on social media
    What’s appropriate, what’s proprietary (and should not be shared), and provide a feed-back loop
  • 24. Segue: who should be involved?
    Publish a blog
    Publish your own Web pages
    Upload video you created
    Upload audio/music you created
    Write articles or stories and post them
    ©2008 The Social Technographics Scale – Forrester Research / Josh Bernoff, co-author of Groundswell
    Post ratings/reviews of products/services
    Comment on someone else’s blog
    Contribute to online forums
    Contribute to/edit articles in a wiki
    Use RSS feeds
    Add “tags” to Web pages or photos
    “Vote” for Web sites online
    Maintain profile on a social networking site
    Visit social networking sites
    Read blogs
    Watch video from other users
    Listen to podcasts
    Read online forums
    Read customer ratings/reviews
    None of the above
  • 25. Recruit champions and volunteers
    As we know:
    “You can lead a horse to water, but you can’t make it drink”
    Start your pilot with volunteers who already “get the point of Social Media”
    Let people know frequently how it’s going
  • 26. A Twitter success story
    Avaya – global enterprise communications co.
    20,000 employees world-wide
    Started small, with
    Strong customer focus
    Mostly listening, monitoring #Avaya, and responding to tweets and mentions
    Enlisted 7 volunteers (which grew to 50)
    Emphasis on sharing and engaging (customers)
  • 27. What happened?
    See this? Something similar triggered a response from Avaya
  • 28. Twitter earned its ‘kibbles and bits”!
    In June of 2010, someone tweeted (w/hashtag):
    “#shoretel or #avaya? Time for a new phone system very soon”
    Someone from Avaya responded within 15 minutes, and referred the poster to a local sales partner
  • 29. Bingo!
    The sales partner followed up on the referral, as well, and the prospective buyer was delighted.
    Result: a $250,000 sale
    The next tweet from the new client:
    “selected #AVAYA as our new phone system. Excited by the technology and benefits”
  • 30. Avaya Now:
  • 31. Summary and wrap-up
    Demonstrate that SM is an opportunity, not a threat; make time to reassure the worriers
    Research the facts and collect success stories, and communicate them to the skeptics
    Start small, with volunteers, and measure!
    Reinforce the ‘cool factor’ with staff; make them want to be a part of it
  • 32. The good news:
    Humans are actually very adaptive
    and, as always, evolve to suit new worlds
  • 33. Lastly…
    Find the slide deck:
    Tag: #Lavacon
    Find the presenter:
    604-317-2234 (Vancouver, BC)
    617-440-3311 (Somerville, MA)