Making the Case: Selling Social Media Into and Within the Enterprise
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Making the Case: Selling Social Media Into and Within the Enterprise

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From my talk at Social Media Club Seattle Tonight

From my talk at Social Media Club Seattle Tonight

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    Making the Case: Selling Social Media Into and Within the Enterprise Making the Case: Selling Social Media Into and Within the Enterprise Presentation Transcript

    • 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
    • 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
    • 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
    • Understand the Situation
      • 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
    • Return to Basics
      • 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
    • 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
    • What Can be Measured
      • Situational Dependency
      • NetPromoter Score
        • Satisfaction
      • Organizational Health
      • Correlating Data
    • What You Need
      • Permission?
      • Power?
      • Social / Organizational Capital
      • Knowledge
      • Creativity
      • Resources
      • Courage
      • Support
      • Metrics
    • What You Need
      • Conversational Research
    • What You Need
      • Survey the Land
    • What You Need
      • Relationship!
      • Trust!
    • A Simple, but Challenging Path
      • 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
    • 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
    • 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
      • Chris Heuer • [email_address] • http://chrisheuer.com / • m.408.834.0884 • @chrisheuer
      Discussion