How do you get your
company to see the value of
social media?
Facilitated by @JamiePappas
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The idea
How do you introduce the idea and to whom?
 Define the goals
 Anticipate possible objections
 Determine the “key players”
 Pitch the idea
 Be open to feedback
 Refine the plan
#PCB4 @JamiePappas
2

The tools
How do you determine what social media tools to use
and how do you educate on them?
#PCB4 @JamiePappas
3

The money
How do you secure executive sponsorship and program
funding?
 Tap into executives that “get it” or
have shown an interest
 Highlight realistic goals
 Be honest with budgetary needs
 Consider a “pilot” or “beta” rollout
#PCB4 @JamiePappas
4

The training
How do you educate on the tools?
 Online training
 Opt-in training
 Lunch-N-Learns
 Podcasts
 “Train the trainer”
 Set expectations/guidelines for
use
#PCB4 @JamiePappas
5

The launch
How do you roll it out to the company?
 Audience – pilot or full rollout?
 Marketing/ communications
channels
 WOM
 Advocates/Evangelists
#PCB4 @JamiePappas
6

The skeptics
How do you handle the naysayers, those that don't see the
value or support the idea?
 Anticipate possible objections
 Acknowledge concerns
 Engage in friendly dialogue
 Respect critical feedback
 Educate where ever possible
 Accept that social media is not for
everyone
#PCB4 @JamiePappas
7

The measurement
How do you measure the impact and success?
 “Find-ability”
 User Participation & Returns
 Listening & Acting
 Progressive Participation
 Sentiment
 Learning
 Improved costs, processes,
products, customer retention, etc.
#PCB4 @JamiePappas
8

The value
What can social media be for the business?
 Collaboration, communication,
and culture
 Influencer of purchasing decisions
 Early warning system for negative
and positive opportunities
 Barrier to entry from competitive
threats
 Demonstration of the brand in
action
#PCB4 @JamiePappas
9

A few key ingredients
How do you make it all work?
 Executive sponsorship
 Funding
 Defined goals/purpose
 Defined “rules of engagement”
 Partnerships are key (IT, HR,
Legal, PR, Business Units, etc.)
 Group of passionate folks
 Patience
 Perhaps a leap of faith
#PCB4 @JamiePappas
10

Please feel free to reach out to me to chat further
Jamie Pappas
@JamiePappas
jamiepappas.typepad.com
#PCB4 @JamiePappas
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