Selling Social Media to Your Boss

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*You* know social media is a great tool for marketing, customer feedback and developing valuable communities. *Your boss* thinks it's a waste of resources -- or even a danger to the organization. How …

*You* know social media is a great tool for marketing, customer feedback and developing valuable communities. *Your boss* thinks it's a waste of resources -- or even a danger to the organization. How should you make your case?

In this presentation, Cynthia Closkey of Big Big Design shows what managers and top-level executives need to know about social media and online networking. She highlights resources for finding examples and statistics that carry weight and shows you a simple, seven-step plan for helping your organization move ahead.

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  • 1. Selling Social Media to Your Boss: A Seven-Step Plan Cynthia Closkey Big Big Design IABC/Pittsburgh, 21 Jan 2010
  • 2.  
  • 3.  
  • 4. 1. Start Listening
    • Monitor what is being said online
      • About your company
      • About your competitors
      • About your market
    • Don’t react yet; gather information
      • Look for trends
      • See who is participating
      • Get a feel for what’s happening
  • 5. How to Listen & Measure
    • Your primary tool: “dashboard” of RSS feeds
      • Google & Google Blogsearch Alerts
      • Twitter Search
      • Technorati
      • YouTube
    • Bookmark key articles & data points
    • Choose a few credible number sources
      • Alexa
      • Quantcast
  • 6. 2. Align with Your Organization’s Goals
    • Choose one of your organization's major objectives to address
      • No formal objectives? Articulate some: “Increase sales,” “Increase market share,” “Reduce costs”
    • Determine how social media could help fulfill the objective
      • Online-only discounts -> Increased sales
      • Passionate customers -> Increased market share
      • Online discussion -> Lower support costs
  • 7. 3. Match Your Idea with Data
    • Choose data & examples (from step 1) that apply to organizational objective (from step 2)
    • Assess which social network will have the most value & impact in reaching the objective
      • Use Quantcast
  • 8. 4. Follow a Model
    • Choose an example of someone else doing something similar: case study
    • Map to your organization
      • Situation
      • Objectives
      • Actions
      • Results
  • 9. 5. Create a Proposal
    • Develop a plan for a pilot project
      • Simple, low-cost, focused
      • Finite duration
      • Measurable results
    • Create a one-page proposal
      • Goals
      • Costs and resources (including time)
      • Schedule
      • How you’ll measure results
  • 10. Ideas for Pilot Projects
    • Facebook fan page
    • Twitter account to respond to comments/criticisms
    • Internal-only “twitter” or collaboration
      • Yammer & Teambox
    • Blog -- especially special-purpose or short-term blog
    • Twitter contest (need really good prize plus follow-through plan)
    • Internal-use wiki
  • 11. Setting Expectations & Building Momentum
    • Facebook & forums
      • If members don’t know each other, need 400 members + real interaction from humans in your organization for active conversation
      • If members do know each other, smaller group can have discussion, but anticipate that many people will only read/not comment (“lurkers”)
  • 12. Setting Expectations & Building Momentum
    • Twitter
      • Need to respond same day or next day & sound like a human
        • Offer offline ways to connect (phone, direct email)
      • No more than 50% links and automated tweets
      • Must have a follow-up plan for continuing relationships after any giveaway/contest
  • 13. Setting Expectations & Building Momentum
    • Blogs
      • Developing a “voice” takes at least 100 posts
        • May start to get the hang of it in 1 month / 30 posts
      • Must participate/comment on others’ sites to become part of the community (and generate interest in your own site)
  • 14. 6. Anticipate Objections
    • Prepare to answer questions & address concerns
      • Risks to the organization
      • Past experiences and how this differs
      • Organizational culture
    • Don’t include them in the proposal!
      • Put on a separate page for your reference
  • 15. Common Objections/Questions
    • It’s all people saying what they had for lunch.
    • Our customers aren’t online.
    • What if someone writes something bad?
    • Who has time for this stuff?
    • What if it doesn’t work?
    • This needs to go through Marketing/Customer Support/Legal/etc.
  • 16. 7. Make Your Case
    • Present in a short, face-to-face meeting
    • Let her/him ask questions
    • Be ready with answers
    • Admit what you don't know
    • Uncover the hurdles
      • “ If I can address that concern, would you say yes?”
  • 17.  
  • 18. More Resources
    • “ How to sell social media to cynics, skeptics, & Luddites,” Robin Broitman
    • “ Social Media Case Studies Superlist,” Robin Broitman
  • 19. Fallback Plan
    • Send boss to our workshop: Social Media: What Every Executive Needs to Know (& your employees already know!)
  • 20. Contact me
    • Cynthia Closkey
      • Big Big Design ( )
      • [email_address]
      • @cynthiacloskey on Twitter