How to Sell Social Mediato Your Organization                    Shashi Bellamkonda          Sr. Director – Marketing ( Soc...
Goals of this presentation Reach and Scope of the Social Media Audience Steps to Prepare for C Suite Buy-in               ...
Social Media Objective:To create a positive change in the      mind of the audienceGoals: Build awareness Create identity ...
Social Media“Social media is that which allows anybody     to communicate with everybody.”                         - Jim S...
Characteristics of a Web 2.0 World   2 waycommunication                                                       New opportun...
Audience Turning to Web for Content                                                           Portable : 33% of cell phone...
Time Spent on Social Networks Exceeds otherWeb Activities     Social media account for 22.5 percent of the time that Ameri...
8http://www.thinkwithgoogle.com/insights/library/studies/word-of-mouth-and-the-internet/
9http://www.thinkwithgoogle.com/insights/library/studies/word-of-mouth-and-the-internet/
Real-time Collaborative Content                     Are you monitoring for real time                     mention of your b...
Your Network is becoming Your Media                                                     11                              Ho...
Viral   Expensive              How to Sell Social Media to Your Organization                                              ...
Social Media Creates Stories – Mainstream MediaReports it                                  How to Sell Social Media to You...
Traditional Audience NPR: 26.8 Million/week American Idol: 29.9 Million/ Season Finale Super Bowl 2011: 111Million viewers...
Social Networks Dominate in Sheer Numbers NPR: 26.8 Million/week American Idol: 29.9 Million/                             ...
Brand Social State Check List                                                                            • Join a communit...
Preparing to Get the C     Suite on board.                              1717
Prepare for Common Objections to New Media   No ROI   No resources   Negative Comments   Losing Brand Consistency   Legal ...
Key Considerations for Engaging in Social Media Ready for the new web ? Listening tools for business Intelligence. Harness...
Is the Company Crisis Ready ?      http://www.flickr.com/photos/27048731@N03/3201676850/sizes/o/in/photostream/20         ...
Align Social Media Goals with Company Mission Who are you trying to reach ? What do you want to change? How will this affe...
Dashboard the Social Media Presence     Tip : Use Netvibes/ iGoogle to create a dashboard22                               ...
Identify Who Should Buy-in  Identify Linchpin (s) to get this buy-in  Who else should be involved?   Taking the lawyers to...
Evaluate the Resources In-house Make it part of existing resources Outsource Use existing community Find internal evangeli...
Justifying Social Media Same factors as a business case for public relations Media is changing – newspapers are going digi...
Present Measurement Goals   Measure outcomes    Achieve attitudinal change    Reputation    Content shared across the inte...
Talk about Employee Guidelines and Training                                                27                             ...
Present a Brand Monitoring Strategy  Tools  Cross Functional team  Processes   Customer Service   Public Relations   Produ...
Plan to Make the Whole Organization Social  Every outward facing position can help you  Existing communications campaign p...
Integrating Other Marketing Efforts Sharing capability  Share your newsletter with Social followers Facebook Page informat...
Present Case Studies and Best Practices      DELL      INTEL      ZAPPOS31                                      How to Sel...
Fortune 500 Use of Social Media                                • 71% have corporate Facebook pages    Social networking   ...
Social Media in the B2B Business      Value trumps “Wow” factor      Decisions are made in groups      Buying cycle is lon...
B2B Social Cycle                                                         Conversation             Conversion              ...
Address IT Concerns  Social Media interaction in the same way as all other digital communications  Monitor social applicat...
Model Costs for Corporations   Planning dev and training                                     $35k   Platform costs        ...
Social Spending by Corporations                                  http://www.web-                                  strategi...
Should the C-Suiteengage                     38
Reasons for C suite to Engage  Extend the reach of company  Organization’s brand awareness grows  Networking tool  Humaniz...
Strategy for C Suite Goals Resources Tactics Education and Experience Exit Strategy Reports and Dashboard                 ...
Edelman Trust Study                      How to Sell Social Media to Your Organization                                    ...
Audience  Contacts  Customers  Peers  Advocates  Connectors               How to Sell Social Media to Your Organization   ...
CEO of best Buy                  How to Sell Social Media to Your Organization                                            ...
BestBuy CMO too                  http://twitter.com/bestbuycmo                                                  How to Sel...
Bill Marriott Blog                     How to Sell Social Media to Your Organization                                      ...
Bill Gates             http://twitter.com/billgates                                            How to Sell Social Media to...
Common characteristics of CEO Tweets Authentic voice  Regular updates 1 to 2 per week  Links and resources  News/Humor / S...
Tactical Plan 1 Phase 1: Social Networks   Twitter   Linkedin   Google Plus Phase 2 :Blogs                            How ...
Resources Consider routine tasks like Following people back, monitoring to Exec asst Look for lists to follow and engage E...
Final Thoughts Speak without technical jargon or Social Media buzz words Emphasize the cost of not engaging in Social Medi...
Questions       Shashi    Bellamkonda                              Awards & Features :     shashib@gmail.com              ...
Policies and Guidelines  IBM Social Computing Guidelines  http://www.ibm.com/blogs/zz/en/guidelines.html   Altimeter   Gro...
Upcoming SlideShare
Loading in...5
×

How to Sell Social Media to the C Suite _ Shashi Bellamkonda

6,607

Published on

TOPIC AT NOV. 15 CAPITAL COMMUNICATOR & MDB COMMUNICATIONS LUNCHEON
Shashi Bellamkonda, Network Solutions’ Social Media Swami, presented a luncheon session, Tuesday, Nov. 15, on selling social media to your organization.How to convince your boss and others that it is in your organization’s best interest to use social media to reach communications and marketing objectives.

“Many questions come up when social media marketing is mentioned, especially when it comes to getting approval and buy in from the rest of the organization - like legal and service,” said Bellamkonda. “At this session we will work to answer some of these questions, including measurable impact and return on investment.”

The session, was held at MDB Communications in Washington, DC provided actionable steps for convincing managers of the value of using social media.How to become an internal champion, finding creative ways to recruit internal supporters (including lawyers), and ways to gather and present compelling reasons for social media engagement, as well as a social media rollout plan.

Published in: Business, Technology
3 Comments
12 Likes
Statistics
Notes
No Downloads
Views
Total Views
6,607
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
120
Comments
3
Likes
12
Embeds 0
No embeds

No notes for slide
  • Goals and objectives
  • , movie, letter to the editor, bill marriott, podacamps,
  • Even I have a newspaper
  • Check ground swell
  • How to Sell Social Media to the C Suite _ Shashi Bellamkonda

    1. 1. How to Sell Social Mediato Your Organization Shashi Bellamkonda Sr. Director – Marketing ( Social Media) Employee Given Title “ Social Media Swami” 1
    2. 2. Goals of this presentation Reach and Scope of the Social Media Audience Steps to Prepare for C Suite Buy-in How to Sell Social Media to Your Organization 2
    3. 3. Social Media Objective:To create a positive change in the mind of the audienceGoals: Build awareness Create identity Enhance Image Engage with customers Inform public Accuracy during crisis 3
    4. 4. Social Media“Social media is that which allows anybody to communicate with everybody.” - Jim Sterne, web metrics guru & author of Social Media Metrics Tip: Prepare for mentions of your brand that is not from your marketing department How to Sell Social Media to Your Organization 4
    5. 5. Characteristics of a Web 2.0 World 2 waycommunication New opportunities to build community (events)New channels Share and spread content, morePersonality and visibility human face Tip: Are your websites Web 2.0 – Evaluate 5
    6. 6. Audience Turning to Web for Content Portable : 33% of cell phone owners now access news on their cell phones. Personalized : 28% of Internet users have customized their home page to include news from sources and on topics that particularly interest them. Participatory : 37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter. http://www.pewinternet.org/Reports/2010/Online-News/Summary-of- Findings.aspx?r=1 6 6
    7. 7. Time Spent on Social Networks Exceeds otherWeb Activities Social media account for 22.5 percent of the time that Americans spend online compared with 9.8 percent for online games and 7.6 percent for e-mail. http://blog.nielsen.com/nielsenwire/social/ 7 7
    8. 8. 8http://www.thinkwithgoogle.com/insights/library/studies/word-of-mouth-and-the-internet/
    9. 9. 9http://www.thinkwithgoogle.com/insights/library/studies/word-of-mouth-and-the-internet/
    10. 10. Real-time Collaborative Content Are you monitoring for real time mention of your brand?10 How to Sell Social Media to Your Organization 10
    11. 11. Your Network is becoming Your Media 11 How to Sell Social Media to Your Organization 11
    12. 12. Viral Expensive How to Sell Social Media to Your Organization 12
    13. 13. Social Media Creates Stories – Mainstream MediaReports it How to Sell Social Media to Your Organization 13
    14. 14. Traditional Audience NPR: 26.8 Million/week American Idol: 29.9 Million/ Season Finale Super Bowl 2011: 111Million viewers ( up from 106 Million) Washington Post: 2 Million Readers on Sundays Source : http://www.washingtonpostads.com/adsite/why/media/reach/su nday/page1324.html http://en.wikipedia.org/wiki/American_Idol http://www.npr.org/about/aboutnpr/audience.html 14 How to Sell Social Media to Your Organization 14
    15. 15. Social Networks Dominate in Sheer Numbers NPR: 26.8 Million/week American Idol: 29.9 Million/ Facebook: 800 M Season Finale Twitter: 200 M Super Bowl 2011: 111Million LinkedIn: 135 M viewers ( up from 106 Million) “Almost 50% are daily Washington Post: 2 Million Readers on Sundays users” Source : http://www.facebook.com/press/info.php?statistics http://press.linkedin.com/about/ http://www.bbc.co.uk/news/business-12889048 http://www.washingtonpostads.com/adsite/why/media/rea ch/daily/page1322.html 15 How to Sell Social Media to Your Organization 15
    16. 16. Brand Social State Check List • Join a community, for own Monitoring •Tools, alerts Community community, event based community Content Sales • Special offers •Audio, Video, blogs Creation Social • Shareable, user generated, tagged, multi- Integration channel, multi-mediaConversation •Topical and Social Reputation • Sentiment benchmarkEngagement •Events, webinars, tweetchats, contests Social Crisis Plan Thought •Speaking at conferences leadership Metrics and ReportsSocial Media •Links, articles, blog mentionsImpressions Training 16 How to Sell Social Media to Your Organization 16
    17. 17. Preparing to Get the C Suite on board. 1717
    18. 18. Prepare for Common Objections to New Media No ROI No resources Negative Comments Losing Brand Consistency Legal RiskSocial Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build ClientRelationships Paul Gillin (Author), Eric Schwartzman (Author) Publisher: Wiley (January 18, 2011) Language: English ISBN-10: 0470639334 ISBN-13: 978-0470639337 How to Sell Social Media to Your Organization 18
    19. 19. Key Considerations for Engaging in Social Media Ready for the new web ? Listening tools for business Intelligence. Harnessing the power of conversations to build a new base Story telling through content- blogs, videos.. Integrate Social media to your traditional marketing 19 How to Sell Social Media to Your Organization 19
    20. 20. Is the Company Crisis Ready ? http://www.flickr.com/photos/27048731@N03/3201676850/sizes/o/in/photostream/20 How to Sell Social Media to Your Organization 20
    21. 21. Align Social Media Goals with Company Mission Who are you trying to reach ? What do you want to change? How will this affect your organization? 21 How to Sell Social Media to Your Organization 21
    22. 22. Dashboard the Social Media Presence Tip : Use Netvibes/ iGoogle to create a dashboard22 How to Sell Social Media to Your Organization 22
    23. 23. Identify Who Should Buy-in Identify Linchpin (s) to get this buy-in Who else should be involved? Taking the lawyers to lunch Identify internal evangelists 23 How to Sell Social Media to Your Organization 23
    24. 24. Evaluate the Resources In-house Make it part of existing resources Outsource Use existing community Find internal evangelists 24 How to Sell Social Media to Your Organization 24
    25. 25. Justifying Social Media Same factors as a business case for public relations Media is changing – newspapers are going digital Consumers are consuming streams Gap between a journalist and a reader is a tweet away Ensuring Accuracy Social Swarms Social Intelligence 25 How to Sell Social Media to Your Organization 25
    26. 26. Present Measurement Goals Measure outcomes Achieve attitudinal change Reputation Content shared across the internet Happier “customers” and even happier employees 26 How to Sell Social Media to Your Organization 26
    27. 27. Talk about Employee Guidelines and Training 27 How to Sell Social Media to Your Organization 27
    28. 28. Present a Brand Monitoring Strategy Tools Cross Functional team Processes Customer Service Public Relations Product Feedback Business Development 28 How to Sell Social Media to Your Organization 28
    29. 29. Plan to Make the Whole Organization Social Every outward facing position can help you Existing communications campaign performance can improve with social media integration Communications can be faster with social platforms Enhance your recruiting efforts 29 How to Sell Social Media to Your Organization 29
    30. 30. Integrating Other Marketing Efforts Sharing capability Share your newsletter with Social followers Facebook Page information apps Link website to your Social Networks 30 How to Sell Social Media to Your Organization 30
    31. 31. Present Case Studies and Best Practices DELL INTEL ZAPPOS31 How to Sell Social Media to Your Organization 31
    32. 32. Fortune 500 Use of Social Media • 71% have corporate Facebook pages Social networking • 59% have corporate accounts on Twitter continues to lead the • 50% have a public facing corporate blog way: • 44% say Facebook is the single most effective social networking platform they use Blogging remains an • 50% have a corporate blog (up from 45% a year ago) important tool for the • 34% have developed policies to govern blogging by their employees Inc. 500: New communications • 56% reported social media was "very important" to their tools are changing business/marketing strategy the way successful • 57% report using search engines and social networking sites to recruit and evaluate potential employees businesses operate: Source: http://www.sfgate.com/cgi- bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0ka Social Media to Your Organization qN2L How to Sell 32
    33. 33. Social Media in the B2B Business Value trumps “Wow” factor Decisions are made in groups Buying cycle is longer Service, support and compatibility important Relationships matter33 Andrew Mcafee author of Enterprise 2.0 How to Sell Social Media to Your Organization 33
    34. 34. B2B Social Cycle Conversation Conversion •Participation •Prospect to Quality •Thought Leadership Lead to Customer Content • Blogs, Audio, Vi deo, webinars, events How to Sell Social Media to Your Organization 34
    35. 35. Address IT Concerns Social Media interaction in the same way as all other digital communications Monitor social applications through policy and training rather than block using technology Competitors who do not block social media may have a big advantage Defining goals guidelines, and providing training for how it can help (or hurt) the company is the key Losing out on Social Media as Business Intelligence http://advice.cio.com/forrester_research/the_cio_and_social_media_social_police http://www.sharepointjoel.com/Lists/Posts/Post.aspx?ID=294 How to Sell Social Media to Your Organization 35
    36. 36. Model Costs for Corporations Planning dev and training $35k Platform costs $25k Monitoring tools $50k Content creation $150k Support $25k Total $285k/yearCredti goes to the book Groundswell for concept http://www.forrester.com/groundswell/book.html 36 How to Sell Social Media to Your Organization 36
    37. 37. Social Spending by Corporations http://www.web- strategist.com/blog/2011/02/10/spend-wisely-finally- an-investment-roadmap-for-social-business-buyers- altimeter-report/ 37 How to Sell Social Media to Your Organization 37
    38. 38. Should the C-Suiteengage 38
    39. 39. Reasons for C suite to Engage Extend the reach of company Organization’s brand awareness grows Networking tool Humanizing your communications How to Sell Social Media to Your Organization 39
    40. 40. Strategy for C Suite Goals Resources Tactics Education and Experience Exit Strategy Reports and Dashboard How to Sell Social Media to Your Organization 40
    41. 41. Edelman Trust Study How to Sell Social Media to Your Organization 41
    42. 42. Audience Contacts Customers Peers Advocates Connectors How to Sell Social Media to Your Organization 42
    43. 43. CEO of best Buy How to Sell Social Media to Your Organization 43
    44. 44. BestBuy CMO too http://twitter.com/bestbuycmo How to Sell Social Media to Your Organization 44
    45. 45. Bill Marriott Blog How to Sell Social Media to Your Organization 45
    46. 46. Bill Gates http://twitter.com/billgates How to Sell Social Media to Your Organization 46
    47. 47. Common characteristics of CEO Tweets Authentic voice Regular updates 1 to 2 per week Links and resources News/Humor / Sports Building the brand and networks takes time How to Sell Social Media to Your Organization 47
    48. 48. Tactical Plan 1 Phase 1: Social Networks Twitter Linkedin Google Plus Phase 2 :Blogs How to Sell Social Media to Your Organization 48
    49. 49. Resources Consider routine tasks like Following people back, monitoring to Exec asst Look for lists to follow and engage Editorial calendar for tweets Training for tools needed How to Sell Social Media to Your Organization 49
    50. 50. Final Thoughts Speak without technical jargon or Social Media buzz words Emphasize the cost of not engaging in Social Media Evangelize the benefits to Company’s Mission Getting agreement on small steps is a good start Have meetings before the meeting 50 How to Sell Social Media to Your Organization 50
    51. 51. Questions Shashi Bellamkonda Awards & Features : shashib@gmail.com • Washington Business Journal ”Social Listener”Follow On Twitter: @shashib • Washingtonian Magazine Tech Titan 2009 & 2011 • Small Business Influencer 2011 Champion • Featured as a success in 9 Books Content : AmEx Open Forum | SmallBizTrends | SmallBizTechnology Personal Blog: http://www.shashi.co Food Blog: http://www.carryoncurry.com How to Sell Social Media to Your Organization 51
    52. 52. Policies and Guidelines IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Altimeter Group http://wiki.altimetergroup.com/page/Social+Media+Policie s#fbid=khUrC9-VGKt Red Cross : https://docs.google.com/View?docid=df4n5v7k_216g5jdd7c8&hg d=1 A collection of Social Media Policies http://socialmediagovernance.com/policies.p hp 52 How to Sell Social Media to Your Organization 52
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×