Help your clients embrace the risks and
opportunities of implementing social media
How to implement social media in a
hostile or challenging environment
The psychology behind resistance
Strategies that have worked
Mind tricks you will learn
• Mark Farmer
Earth Day Canada
IBM Global Services
Social Media Club
I bridge the worlds of traditional &
I see two kinds of talks...
...ALL THE TIME!
Skeptical / Threatened
Lack of understanding / Lower comfort level
Little intuitive understanding of social media.
Significant barriers to entry
Understand of social media, but very
specific, targeted adoption
High adoption rate of social media.
‘Grew up’ with it.
A primary means of interaction with
information, friends & colleagues
Often intimidated by technology
Don’t always understand the
medium, its uses & limitations
People are often threatened by
what they don’t understand
What is their frame of reference?