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1            Top Social Media            Objections/Concerns            & How to Successfully Mitigate ThemMonday, April 4...
2Monday, April 4, 2011
3Monday, April 4, 2011
Objection #4:      4      Social media is          great for         companies      trying to reach      teens... but our ...
The average age of                          users on every                           major social                        n...
6                        The Marketing FunnelMonday, April 4, 2011
Objection #3:  People hide behind   social media as a    tool to be mean,  rude and critical of   our organization.       ...
You’re right! And they are going to complain whether         you are listening and responding or not.            Social Me...
9Monday, April 4, 2011
Objection #2:                        It takes too much time &                         staff expertise that we             ...
get training, get help, dedicate resources and commit                                                       11Monday, Apri...
What not to do:       - Don’t hand your social media over to an intern       - Don’t be afraid to try stuff out       - Do...
Objection #1: You can’t measure                         social media, so how will we                          know if it’s...
The Trinity of Measurement                  Interest                              Attitudes                               ...
Measuring Interest                                 - Web traffic                                - Page views               ...
Measuring Attitudes                           - Tonality of comments and posts                        - Inclusion of key m...
Measuring Actions                            - Interactions                         - Revenue raised                      ...
18            Ready for the            next step?            Prepare your argumentMonday, April 4, 2011
19            1. Start Listening               + Monitor what is being said online                        + About your com...
2. Align with Your                                       20            Organization’s Goals               + Choose one of ...
3. Create a Clear,                                   21            Actionable Proposal               + Develop a plan for ...
Ideas for Pilot                                      22            Projects               + Facebook fan page             ...
23    4. Anticipate Objections               + Prepare to answer questions                        & address concerns      ...
24            Common Objections/            Questions               + It’s all people saying what they had for lunch.     ...
25            5. Make Your Case               + Present in a short, face-to-face meeting               + Let her/him ask q...
26Monday, April 4, 2011
27            Fallback Plan               + Send boss to our virtual workshop:                        Social Media: What E...
28            Contact me               + Lauren Candito                        + Social Media Solutions (www.SocialMediaSo...
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Justifying Social Media to Management

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Transcript of "Justifying Social Media to Management"

  1. 1. 1 Top Social Media Objections/Concerns & How to Successfully Mitigate ThemMonday, April 4, 2011
  2. 2. 2Monday, April 4, 2011
  3. 3. 3Monday, April 4, 2011
  4. 4. Objection #4: 4 Social media is great for companies trying to reach teens... but our customers aren’t using it.Monday, April 4, 2011
  5. 5. The average age of users on every major social network... over 35. Women outnumber men on nearly every social network and social media site. 5Monday, April 4, 2011
  6. 6. 6 The Marketing FunnelMonday, April 4, 2011
  7. 7. Objection #3: People hide behind social media as a tool to be mean, rude and critical of our organization. 7Monday, April 4, 2011
  8. 8. You’re right! And they are going to complain whether you are listening and responding or not. Social Media is a Convergence of PR, Marketing and Customer Service 8Monday, April 4, 2011
  9. 9. 9Monday, April 4, 2011
  10. 10. Objection #2: It takes too much time & staff expertise that we just don’t have. 10Monday, April 4, 2011
  11. 11. get training, get help, dedicate resources and commit 11Monday, April 4, 2011
  12. 12. What not to do: - Don’t hand your social media over to an intern - Don’t be afraid to try stuff out - Don’t jump in without trying it for yourself with personal accounts first. 12Monday, April 4, 2011
  13. 13. Objection #1: You can’t measure social media, so how will we know if it’s worth the time/ money/effort/angst? 13Monday, April 4, 2011
  14. 14. The Trinity of Measurement Interest Attitudes Action 14Monday, April 4, 2011
  15. 15. Measuring Interest - Web traffic - Page views - Click-thrus - Blog or other mentions - Downloads - Followers on Twitter - Friends on Facebook 15Monday, April 4, 2011
  16. 16. Measuring Attitudes - Tonality of comments and posts - Inclusion of key messages in content - Share of conversation - Measure of relationships - “Likes” via Facebook 16Monday, April 4, 2011
  17. 17. Measuring Actions - Interactions - Revenue raised - Items sold - Purchase intent - New sales leads - Subscribers 17Monday, April 4, 2011
  18. 18. 18 Ready for the next step? Prepare your argumentMonday, April 4, 2011
  19. 19. 19 1. Start Listening + Monitor what is being said online + About your company + About your competitors + About your market + Don’t react yet; gather information + Look for trends + See who is participating + Get a feel for what’s happeningMonday, April 4, 2011
  20. 20. 2. Align with Your 20 Organization’s Goals + Choose one of your organizations major objectives to address + No formal objectives? Articulate some: “Increase sales,” “Increase market share,” “Reduce costs” + Determine how social media could help fulfill the objective + Online-only discounts -> Increased sales + Passionate customers -> Increased market share + Online discussion -> Lower support costsMonday, April 4, 2011
  21. 21. 3. Create a Clear, 21 Actionable Proposal + Develop a plan for a pilot project + Simple, low-cost, focused + Finite duration + Measurable results + Create a one-page proposal + Goals + Costs and resources (including time) + Schedule + How you’ll measure resultsMonday, April 4, 2011
  22. 22. Ideas for Pilot 22 Projects + Facebook fan page + Twitter account to respond to comments/criticisms + Internal-only “twitter” or collaboration + Yammer & Teambox + Blog -- especially special-purpose or short-term blog + Twitter contest (need really good prize plus follow- through plan) + Internal-use wikiMonday, April 4, 2011
  23. 23. 23 4. Anticipate Objections + Prepare to answer questions & address concerns + Risks to the organization + Past experiences and how this differs + Organizational culture + Don’t include them in the proposal! + Put on a separate page for your referenceMonday, April 4, 2011
  24. 24. 24 Common Objections/ Questions + It’s all people saying what they had for lunch. + Our customers aren’t online. + What if someone writes something bad? + Who has time for this stuff? + What if it doesn’t work? + This needs to go through Marketing/Customer Support/Legal/etc.Monday, April 4, 2011
  25. 25. 25 5. Make Your Case + Present in a short, face-to-face meeting + Let her/him ask questions + Be ready with answers + Admit what you dont know + Uncover the hurdles + “If I can address that concern, would you say yes?”Monday, April 4, 2011
  26. 26. 26Monday, April 4, 2011
  27. 27. 27 Fallback Plan + Send boss to our virtual workshop: Social Media: What Every Executive Needs to Know (& your employees already do know!) + email lauren@socialmediasolutionsllc.com for more informationMonday, April 4, 2011
  28. 28. 28 Contact me + Lauren Candito + Social Media Solutions (www.SocialMediaSolutionsLLC.com) + lauren@socialmediasolutionsllc.com + @sms_connect on TwitterMonday, April 4, 2011
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