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10 Steps to Winning Buy-In for Social Media at Your Company

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Find out how to get social media off the ground at your company!

Find out how to get social media off the ground at your company!

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  • ESThe difference between traditional and social B2B marketing is kind of like the difference between cash and credit. If a pay in cash, the only record of the transaction is my receipt. I know I made the purchase, the company who sold it to me knows about the purchase, but no one else knows about the purchase. You can apply that same logic to the world of social marketing.Offline channels are untraceableOnline Interactions are recorded Offline transactions are private digital transactions can be made public Online Interactions are a type of digital transaction. They’re discoverable through search. They’re can be shared with others. And they have the potential to explode the number of touch points that your prospects have to find your company. Public gatherings are great. They’re highly effective. But once they’re over, they’re over. Online gatherings generate discoverable threads that can reap dividends in perpetuity. Printed sales collateral used to be a critical component of most B2B marketing efforts. But it only worked if (1) you could get it in the hands of a prospect and (2) if they could find it when they had a need for your product or service. When that information is available online in gets found by prospects you didn’t even know needed it in the first place, and if it’s appropriately search optimized, it can be easily found when the prospect has a purchasing need.And when you gather up all thoseonline interactions, you get a more accurate profile of your potential customer’s demographic and psychographic behavior than you’ve ever had before.
  • ES More with Less Bytes are Cheaper than Bits Bytes are More Environmentally Responsible Bytes are Easier to Change Bytes are on DemandIn retrospect, the productivity gains we saw from the fax machine and from email are obvious. But the last progression, from email to activity streams, is less forthcoming and deserves an explanation.Right now we think of the newsfeed in Facebook as an activity stream. But we've only just scratched the surface of how activity streams integrated into work flow processes will fundamentally change the way we collaborate. Social networks can be private too, and they can be used for internal communications as well. When information flows freely, redundancy is minimized, information is available on demand and organizations can operate more efficiently. We’re talking about Social Marketing to the Business Customer. But social media can ease much more than just the pains of an external communications department. Rather than force a message into everyone's inbox, social media makes it possible for information to be discoverablethrough search or sharing. Social media reduces the loss of fidelity and the friction associated with sharing information inside organizations.<SLIDE BUILD HERE>There are a number of internal social networking platforms that are gaining use at B2Bs behind the firewall. Avery Dennison is using Lotus Connections, a proprietary solution form IBM, to socialize their intranet. Johns Hopkins Applied Physics Lab is using Elgg Software, an open-source platform to host their internal social network. And Salesforce.com Chatter, a web-based software as a service provider, which made their platform free this year, said last month that their customers reported the following gains: 28% fewer meetings 32% less email 50% said they could find information faster
  • If you want to win buy-in for social media initiatives, don’t present it as something new.  Instead, present it as a logical extension of what the organizations is doing already.  Companies are already invested in public relations, customer service and investor relations.  Show them how social media can help them conduct these processes more effectively and efficiently. Over 200 reporters at The New York Times have Twitter accounts. So if you’re already invested in resources in managing relationships with the mainstream media, then deepening those relationships via social media is a natural extension of what a company is doing already. Convincing a PR executive that they need apparatus to listen to what reporters are saying on Twitter, or a customer service executive that they need to be listening to what customers are saying is going to be the path of least resistance, since social media allows them to extend the reach  of what they’re doing already. To appeal to a brand manager, you’d focus on how listening to social media can help preempt the brand from negative consumer generated content that could go viral.
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  • There are 750m people of FB. There are 200m on Twitter, and 175m on Linkedin. So what? What does that mean for you?Unless you can show evidence of procurement and real purchasing decisions on social media, it’s going to tough for people who don’t use social media to make the leap and see the value.You’re building a dossieux. Who, specifically, is online? If you’re a member, Linkedin Groups answer that question. And the user profile, we may find, is the real value of social networks. Because the allow use to see the demographics and psychographics of who’s sharing. And that’s the type of information that makes advertisers comfortable. B2Bs have an advantage here, because there are fewer spoofed accounts on Linkedin than on Facebook and Twitter. And because your public and professional persona are one the same. And most people don’t mess around with their professional persona.
  • If you’re a consultant or agency providing social media communications services, overcoming digital illiteracy remains a huge challenge. Building the business case requires skills that many professionals haven’t had the chance to develop.Digital illiteracy is rampant in the workplace today. Companies think that by just showing up, by launching a Facebook Page and Twitter account, they’re using social media effectively. But here’s the truth. Social media is not a parking lot for press releases. It’s a communications channels owned by the customer. And yes, you can be there. And yes you can participate. But if you want to become a trusted expert, and that’s what your customers are looking for by the way, you have to earn that right.How else do you explain:Burson-Marsteller’s email smear campaign against Google for Facebook. Seriously? That’s the best they could do? A famous British soccer player’s lawsuit against Twitter to unmask his anonymous critics. You’re kidding, right? Does he think he’s going to gag Twitter? Comcast’s threat to cut funding to a nonprofit that criticized its hiring of a former FCC commissioner on Twitter. And they did so via email. Did they think that was maybe a little risky? <sarcasm> JC Penny and Overstock.com’s decision to employ black hat SEO tactics, resulting in their websites being manually demoted in the search rankings. Guess that’s what happens when senior management is clueless about organic search.Or Congressman Weiner’s recent Tweet sex escapade.Digitally illiterate clients have unrealistic expectations, and require an excessive amount of hand holding and education just to get them to approve what are ultimately, the best decisions for their organizations.In most cases,  the time consultants spend educating clients is non-billable.  It’s bad enough that we have to assemble compelling research on spec to sign new business.  But investing billable hours in bleeding edge client services like education and training limits our ability to invest those same hours in activities that could actually generate an ROI for the client. Education has no direct ROI.One of the reasons there is such digital illiteracy in the marketplace today is because of the economic model behind the plethora of social media conferences, which essentially compensates keynote headliners but not the break out presenters. So conference organizers basically bring together as many names as they name to try and sell seats.1. No master curriculum, lots of redundancy2. No quality control3. Lots of sessions designed to tee up a sales pitchMy teaching experience.  DI story.No powerpoint. No hotels. No fluff on adoption rates by social network or “why” you should use social media.  But just how.Hands-On Training. 30 people per city. Computer training facility. Step-by-step, hands on instruction.Stamp out the illiteracy that plagues our marketplace. How you can support it.
  • RChapter three of my book “Winning Buy-In and Resources” goes much deep on LIKE the page and get the first chapter for free.
  • The war against digital illiteracy will not be won through keynotes or panel sessions. What’s required is hands-on training.  Bring your laptop to our computer training facility. Log-on to our broadband connection.  Get digitally fluent and social media savvy through practical experience.Follow step-by-step exercises with a small group of serious professionals and develop the applied social media skills you need to win.  Ask as many questions as you like in a safe environment. And get answers.You get the same social media specialist who trained Boeing, City National Bank, Environmental Defense Fund, Johnson & Johnson, the Government of Singapore, Toyota, the U.S. Dept. of State, United States Marine Corps and hundreds of small and medium sized clients and agencies.If your social marketing efforts aren’t working, it’s not because social media doesn’t work. It’s because you and your staff don’t know how to work it. Invest in your future. Invest in yourself.
  • Transcript

    • 1. #HandsOnSMT @ericschwartzman 10 Steps to Winning Buy-In for Social Media at Your Company Eric Schwartzman @ericschwartzman http://socialmediatoday.com/hands-on-training June 26, 2011 2 to 3pm ET
    • 2. #HandsOnSMT @ericschwartzman Brochures Phone Paid Blogs Earned Social Networks 2 Efficiency Gains of Social Media Digital Breadcrumbs: Discoverable and Shareable
    • 3. #HandsOnSMT @ericschwartzman Productivity Gains of Social Media Case Study: http://ontherecordpodcast.com/chatter
    • 4. #HandsOnSMT @ericschwartzman “It’s not information overload, it’s filter failure.” Clay Shirky, author, Here Comes Everybody Collecting Evidence
    • 5. #HandsOnSMT @ericschwartzman Step 1: Research Buyer Keywords
    • 6. #HandsOnSMT @ericschwartzman Step 2: Validate Keywords
    • 7. #HandsOnSMT @ericschwartzman Step 3: Build a Coalition • Look for early adopters on Linkedin • Evaluate their sophistication by checking group memberships and recommendations • Search Google for influencers at your company using Twitter
    • 8. #HandsOnSMT @ericschwartzman Step 4: Position Social as an Extension [PODCAST] Selling Social Media into the Enterprise
    • 9. #HandsOnSMT @ericschwartzman Step 5: Find the Influencers Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter.
    • 10. #HandsOnSMT @ericschwartzman Step 6: Demonstrate Urgency RESOURCE: Twitterfall
    • 11. #HandsOnSMT @ericschwartzman Step 7: Show Reach & Frequency http://compete.com/
    • 12. #HandsOnSMT @ericschwartzman Step 8: Research Niche Nets HOW TO: Generate Leads on SlideShare: http://ontherecordpodcast.com/slideshare
    • 13. #HandsOnSMT @ericschwartzman Step 9: Search for Apps HOW TO: Build a Mobile App
    • 14. #HandsOnSMT @ericschwartzman Step 10: Assemble the Evidence
    • 15. #HandsOnSMT @ericschwartzman Our Biggest Challenge 15 Download this INFOGRAPHIC: http://flic.kr/p/9khsam
    • 16. #HandsOnSMT @ericschwartzman FOLLOW UP RESOURCES: Hands On Training & Social Marketing Book www.B2BSocialMediaBook.com Sydney - Sept. 1-2, 2011 Singapore - Sept. 5-6, 2011 London - Sept. 8-9, 2011 Paris - Sept. 12-13 Toronto - Sept. 15-16, 2011 New York - Sept. 19-20, 2011 Chicago - Sept. 26-27, 2011 San Francisco - Sept. 29-30, 2011 LEARN MORE
    • 17. #HandsOnSMT @ericschwartzman 10 Steps to Winning Buy-In for Social Media at Your Company www.EricSchwartzman.com @ericschwartzman Learn More: http://socialmediatoday.com/hands-on-training Sydney - Sept. 1-2, 2011 Singapore - Sept. 5-6, 2011 London - Sept. 8-9, 2011 Paris - Sept. 12-13 Toronto - Sept. 15-16, 2011 New York - Sept. 19-20, 2011 Chicago - Sept. 26-27, 2011 San Francisco - Sept. 29-30, 2011 LEARN MORE

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