(Graham Brown mobileYouth) The C Word

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The C-Word by Graham D Brown of WhatYouthThink.com
The C-Word
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In this presentation I’ll talk about how you can deal with the frustration of creating CHANGE within your organization.
How to deal with inherent resistance and who you should be partnering with to make it happen.
A complete marketing plan is provided here MobileYouthreport.com
Graham Brown
Author & Director
WhatYouthThink.com
GrahamDBrown.com
BeachHeads by Graham D Brown of WhatYouthThink.com
Overview
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Engaging customers is easy
Photoflickr Deargddoom57
There are ready-made Beachheads of fans out there who already love your product
(despite your marketing)
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Your biggest challenge today as a marketer isn't asking "how do we engage youth?"
but
"how do we remove the internal barriers that prevent us engaging youth?”
Photo Flickr pkeyn
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Photo Flickr yuan2003
Your biggest sale is the internal one and your competitor your own organization
The Yes Buts…
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Yes But… our customers like us
Photo Flickr bollaeszter
Why settle for “like” when you can have “love”?
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Yes But… we already have a social media strategy
Photo Flickr David Clow - maryland
This isn’t about what you use to tell the story but how you tell it. Are you telling a story about your brand or helping your customers tell theirs?
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Yes But… our campaigns work
Photo Flickr ashleyrosex
There’s a big difference between “working” and being “right”. Even spam with a 0.00001% CTR works. Is it right for your company? What is right is whether or not you and your agency are spending or investing the marketing budget. Are you creating a permission asset that lasts or simply relying on your agency for a new Big Idea?
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Yes But… We’re not in the soda business
Photo FlickrCaseywest
Guess what? Neither are your customers. They just want to know what offers the best social currency bang for their buck.
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Yes But our CEO makes change
Photo Flickr Brian Auer
By the time she finds out it’s already too late
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Yes But we don’t have “Yes Buts” in our company
Cut your losses, Time to move on…
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90% of your customers
90% of your organization
Don’t get it, won’t get it and refuse to Change
The “Yes, But” people will never be convinced. Don’t waste your efforts on them
Photo Flickr irlandainquieta
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Focus on empowering the 10% in your organization who need to hear your messageSell to the sold
Photo Flickr crispyking
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Photo Flickr paulgi
The most important sale is the Internal One
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Create
Photo Flickr ducksoup62
Give the 10% a home
A voice, a mission, a name
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Download This Powerpointand more…
BeachHeads by Graham D Brown of WhatYouthThink.com
MobileYouthNet.com
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(Graham Brown mobileYouth) The C Word

by Graham Brown (mobileYouth) on Feb 26, 2010

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(Graham Brown mobileYouth) The C Word — Presentation Transcript