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10	  Steps	  to	  Winning	  Buy-­‐In	  for	  	                    Social	  Media	  at	  Your	  Company	                   ...
2	      Efficiency	  Gains	  of	  Social	  Media	                               Paid	                       Earned	         ...
ProducJvity	  Gains	  of	  Social	  Media	  #HandsOnSMT	                         Case	  Study:	  h1p://ontherecordpodcast....
CollecJng	  Evidence	                          “It’s	  not	  informa0on	  overload,	  it’s	  filter	  failure.”	  	  	     ...
Step	  1:	  Research	  Buyer	  Keywords	  #HandsOnSMT	                                         @ericschwartzman	  
Step	  2:	  Validate	  Keywords	  #HandsOnSMT	                                @ericschwartzman	  
Step	  3:	  Build	  a	  CoaliJon	                    • 	  	  Look	  for	  early	  adopters	  on	  Linkedin	               ...
Step	  4:	  PosiJon	  Social	  as	  an	  Extension	  #HandsOnSMT	                       [PODCAST]	  Selling	  Social	  Med...
Step	  5:	  Find	  the	  Influencers	  Listorious	  shows	  over	  200	  USA	  Today	  reporters,	  243	  New	  York	  Time...
Step	  6:	  Demonstrate	  Urgency	  #HandsOnSMT	                            RESOURCE:	  Twi1erfall	     @ericschwartzman	  
Step	  7:	  Show	  Reach	  &	  Frequency	  #HandsOnSMT	                      h1p://compete.com/	  	     @ericschwartzman	  
Step	  8:	  Research	  Niche	  Nets	  #HandsOnSMT	     HOW	  TO:	  Generate	  Leads	  on	  SlideShare:	  h1p://ontherecord...
Step	  9:	  Search	  for	  Apps	  #HandsOnSMT	                                 HOW	  TO:	  Build	  a	  Mobile	  App	     @...
Step	  10:	  Assemble	  the	  Evidence	  #HandsOnSMT	                                    @ericschwartzman	  
15	     Our	  Biggest	  Challenge	  #HandsOnSMT	                       Download	  this	  INFOGRAPHIC:	  h1p://flic.kr/p/9kh...
FOLLOW	  UP	  RESOURCES:	  Hands	  On	  Training	  &	  Social	  MarkeJng	  Book	                    Sydney	  -­‐	  Sept.	 ...
10	  Steps	  to	  Winning	  Buy-­‐In	  for	  	      Social	  Media	  at	  Your	  Company	                Sydney	  -­‐	  Se...
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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 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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Transcript of "10 Steps to Selling Social Media to Disengaged Managers and Clients"

  1. 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. 2   Efficiency  Gains  of  Social  Media   Paid   Earned   Brochures   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks  #HandsOnSMT   @ericschwartzman  
  3. 3. ProducJvity  Gains  of  Social  Media  #HandsOnSMT   Case  Study:  h1p://ontherecordpodcast.com/cha1er     @ericschwartzman  
  4. 4. CollecJng  Evidence   “It’s  not  informa0on  overload,  it’s  filter  failure.”       Clay  Shirky,  author,  Here  Comes  Everybody  #HandsOnSMT   @ericschwartzman  
  5. 5. Step  1:  Research  Buyer  Keywords  #HandsOnSMT   @ericschwartzman  
  6. 6. Step  2:  Validate  Keywords  #HandsOnSMT   @ericschwartzman  
  7. 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. 8. Step  4:  PosiJon  Social  as  an  Extension  #HandsOnSMT   [PODCAST]  Selling  Social  Media  into  the  Enterprise   @ericschwartzman  
  9. 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. 10. Step  6:  Demonstrate  Urgency  #HandsOnSMT   RESOURCE:  Twi1erfall   @ericschwartzman  
  11. 11. Step  7:  Show  Reach  &  Frequency  #HandsOnSMT   h1p://compete.com/     @ericschwartzman  
  12. 12. Step  8:  Research  Niche  Nets  #HandsOnSMT   HOW  TO:  Generate  Leads  on  SlideShare:  h1p://ontherecordpodcast.com/slideshare     @ericschwartzman  
  13. 13. Step  9:  Search  for  Apps  #HandsOnSMT   HOW  TO:  Build  a  Mobile  App   @ericschwartzman  
  14. 14. Step  10:  Assemble  the  Evidence  #HandsOnSMT   @ericschwartzman  
  15. 15. 15   Our  Biggest  Challenge  #HandsOnSMT   Download  this  INFOGRAPHIC:  h1p://flic.kr/p/9khsam     @ericschwartzman  
  16. 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. 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  
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