10 Steps to Selling Social Media to Disengaged Managers and Clients
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10 Steps to Selling Social Media to Disengaged Managers and Clients

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Winning resources and buy-in for social marketing initiatives from managers and clients who don't understand it can be challenging. Get an operational framework for building the business case for......

Winning resources and buy-in for social marketing initiatives from managers and clients who don't understand it can be challenging. Get an operational framework for building the business case for selling social marketing to disengaged decision makers. Live webinar on July 26 2 PM ET / 11 AM PT for presented by Social Media Today.

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  • 1. 10  Steps  to  Winning  Buy-­‐In  for     Social  Media  at  Your  Company   Eric  Schwartzman   @ericschwartzman   h1p://socialmediatoday.com/hands-­‐on-­‐training   June  26,  2011   2  to  3pm  ET  #HandsOnSMT   @ericschwartzman  
  • 2. 2   Efficiency  Gains  of  Social  Media   Paid   Earned   Brochures   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks  #HandsOnSMT   @ericschwartzman  
  • 3. ProducJvity  Gains  of  Social  Media  #HandsOnSMT   Case  Study:  h1p://ontherecordpodcast.com/cha1er     @ericschwartzman  
  • 4. CollecJng  Evidence   “It’s  not  informa0on  overload,  it’s  filter  failure.”       Clay  Shirky,  author,  Here  Comes  Everybody  #HandsOnSMT   @ericschwartzman  
  • 5. Step  1:  Research  Buyer  Keywords  #HandsOnSMT   @ericschwartzman  
  • 6. Step  2:  Validate  Keywords  #HandsOnSMT   @ericschwartzman  
  • 7. Step  3:  Build  a  CoaliJon   •     Look  for  early  adopters  on  Linkedin   •  Evaluate  their  sophisMcaMon  by  checking  group  memberships  and   recommendaMons   •     Search  Google  for  influencers  at  your  company  using  Twi1er  #HandsOnSMT   @ericschwartzman  
  • 8. Step  4:  PosiJon  Social  as  an  Extension  #HandsOnSMT   [PODCAST]  Selling  Social  Media  into  the  Enterprise   @ericschwartzman  
  • 9. Step  5:  Find  the  Influencers  Listorious  shows  over  200  USA  Today  reporters,  243  New  York  Times  reporters  and  more  than  100  Wall  Street  Journal  reporters  on  Twi1er.     #HandsOnSMT   @ericschwartzman  
  • 10. Step  6:  Demonstrate  Urgency  #HandsOnSMT   RESOURCE:  Twi1erfall   @ericschwartzman  
  • 11. Step  7:  Show  Reach  &  Frequency  #HandsOnSMT   h1p://compete.com/     @ericschwartzman  
  • 12. Step  8:  Research  Niche  Nets  #HandsOnSMT   HOW  TO:  Generate  Leads  on  SlideShare:  h1p://ontherecordpodcast.com/slideshare     @ericschwartzman  
  • 13. Step  9:  Search  for  Apps  #HandsOnSMT   HOW  TO:  Build  a  Mobile  App   @ericschwartzman  
  • 14. Step  10:  Assemble  the  Evidence  #HandsOnSMT   @ericschwartzman  
  • 15. 15   Our  Biggest  Challenge  #HandsOnSMT   Download  this  INFOGRAPHIC:  h1p://flic.kr/p/9khsam     @ericschwartzman  
  • 16. FOLLOW  UP  RESOURCES:  Hands  On  Training  &  Social  MarkeJng  Book   Sydney  -­‐  Sept.  1-­‐2,  2011   Singapore  -­‐  Sept.  5-­‐6,  2011   London  -­‐  Sept.  8-­‐9,  2011   Paris  -­‐  Sept.  12-­‐13   Toronto  -­‐  Sept.  15-­‐16,  2011   New  York  -­‐  Sept.  19-­‐20,  2011   Chicago  -­‐  Sept.  26-­‐27,  2011   San  Francisco  -­‐  Sept.  29-­‐30,  2011   LEARN  MORE   www.B2BSocialMediaBook.com  #HandsOnSMT   @ericschwartzman  
  • 17. 10  Steps  to  Winning  Buy-­‐In  for     Social  Media  at  Your  Company   Sydney  -­‐  Sept.  1-­‐2,  2011   Singapore  -­‐  Sept.  5-­‐6,  2011   London  -­‐  Sept.  8-­‐9,  2011   Paris  -­‐  Sept.  12-­‐13   Toronto  -­‐  Sept.  15-­‐16,  2011   New  York  -­‐  Sept.  19-­‐20,  2011   Chicago  -­‐  Sept.  26-­‐27,  2011   San  Francisco  -­‐  Sept.  29-­‐30,  2011   www.EricSchwartzman.com   @ericschwartzman   LEARN  MORE  #HandsOnSMT   Learn  More:  hdp://socialmediatoday.com/hands-­‐on-­‐training       @ericschwartzman