Making the Case: Selling Social Media Into and Within the Enterprise Chris Heuer Founder, Social Media Club Creative Catalyst, AdHocnium

Be Strategic, Think Carefully, and Avoid Analysis Paralysis http://flickr.com/photos/shyald/409601105/ By: Shyald

http://flickr.com/photos/shyald/409601105/ By: Shyald

In the beginning... Examine the Greater Significance and the Macro Trends Making an organization more social is not just a thing to do, it's a way to be Success if often determined by your attitude more then your aptitude. Stop Selling and Start Helping Them Buy

Examine the Greater Significance and the Macro Trends

Making an organization more social is not just a thing to do, it's a way to be

Success if often determined by your attitude more then your aptitude.

Stop Selling and Start Helping Them Buy

Understand the Situation Know your history... What is the motivation? Crisis or Competitive Advantage Pain or Pleasure Keeping up with the Joneses CEO heard about it at the country club... Advertising isn't working Save money on support People are out there talking without us

Know your history...

What is the motivation?

Crisis or Competitive Advantage

Pain or Pleasure

Keeping up with the Joneses

CEO heard about it at the country club...

Advertising isn't working

Save money on support

People are out there talking without us

Understand the Situation Who's on the team? Identify Talent Find Your Champion Who's on the opposing team? Who Might Be Convinced?

Who's on the team?

Identify Talent

Find Your Champion

Who's on the opposing team?

Who Might Be Convinced?

Approaches Top Down / Bottoms Up Ask forgiveness not permission Borrow the Budget, Re-appropriate Resources Replacement Activity Supplemental Activity Hire an outside consultant to tell them what you already know

Top Down / Bottoms Up

Ask forgiveness not permission

Borrow the Budget, Re-appropriate Resources

Replacement Activity

Supplemental Activity

Hire an outside consultant to tell them what you already know

Return to Basics Sales 101 Know your audience Know their needs Use Their Language Help them meet their goals

Sales 101

Know your audience

Know their needs

Use Their Language

Help them meet their goals

What's Being Sold? A grand vision for reinventing the company? A simple project to demonstrate value? A thousand small victories, beginning with the first step? Don't try to win the war today, try to take the first hill first

A grand vision for reinventing the company?

A simple project to demonstrate value?

A thousand small victories, beginning with the first step?

Don't try to win the war today, try to take the first hill first

What's Your Desired Outcome Build Relationships Manage Reputation Increase Sales Increase Customer Satisfaction Decrease Costs Transform The Organization Increase Innovation Being the Change Agent Building Your Career, Your Brand

Build Relationships

Manage Reputation

Increase Sales

Increase Customer Satisfaction

Decrease Costs

Transform The Organization

Increase Innovation

Being the Change Agent

Building Your Career, Your Brand

What Can be Measured Situational Dependency NetPromoter Score Satisfaction Organizational Health Correlating Data

Situational Dependency

NetPromoter Score

Satisfaction

Organizational Health

Correlating Data

What You Need Permission? Power? Social / Organizational Capital Knowledge Creativity Resources Courage Support Metrics

Permission?

Power?

Social / Organizational Capital

Knowledge

Creativity

Resources

Courage

Support

Metrics

What You Need Conversational Research

Conversational Research

What You Need Survey the Land

Survey the Land

What You Need Relationship! Trust!

Relationship!

Trust!

A Simple, but Challenging Path See Different Think Different Be Different

See Different

Think Different

Be Different

If you get it share it Knowledge is power Make them smarter Become an invaluable resource Attribute your sources Pay it back and forward

Knowledge is power

Make them smarter

Become an invaluable resource

Attribute your sources

Pay it back and forward

The Important Social Stories Talk to the Hand Participation is Marketing Employees are Already Brand Ambassadors Wisdom of Crowds, Innovation Evergreen Content and SEO All Companies are Media Companies Your Customers Are Already Talking About You Everyone is Influential on Something to Someone

Talk to the Hand

Participation is Marketing

Employees are Already Brand Ambassadors

Wisdom of Crowds, Innovation

Evergreen Content and SEO

All Companies are Media Companies

Your Customers Are Already Talking About You

Everyone is Influential on Something to Someone

The Important Business Stories When to Color Outside the Lines When to Bend the Rules and When to Break Them Systemic Change, Holistic Approach The Win Win Disagree with the Idea not the Person Serve the Market

When to Color Outside the Lines

When to Bend the Rules and When to Break Them

Systemic Change, Holistic Approach

The Win Win

Disagree with the Idea not the Person

Serve the Market

Chris Heuer • [email_address] • http://chrisheuer.com / • m.408.834.0884 • @chrisheuer Discussion

Chris Heuer • [email_address] • http://chrisheuer.com / • m.408.834.0884 • @chrisheuer