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Justifying Social Media to Management
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Justifying Social Media to Management

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  • 1. 1 Top Social Media Objections/Concerns & How to Successfully Mitigate ThemMonday, April 4, 2011
  • 2. 2Monday, April 4, 2011
  • 3. 3Monday, April 4, 2011
  • 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. 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 The Marketing FunnelMonday, April 4, 2011
  • 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. 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. 9Monday, April 4, 2011
  • 10. Objection #2: It takes too much time & staff expertise that we just don’t have. 10Monday, April 4, 2011
  • 11. get training, get help, dedicate resources and commit 11Monday, April 4, 2011
  • 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. 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. The Trinity of Measurement Interest Attitudes Action 14Monday, April 4, 2011
  • 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. 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. Measuring Actions - Interactions - Revenue raised - Items sold - Purchase intent - New sales leads - Subscribers 17Monday, April 4, 2011
  • 18. 18 Ready for the next step? Prepare your argumentMonday, April 4, 2011
  • 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. 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. 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. 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 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 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 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. 26Monday, April 4, 2011
  • 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 Contact me + Lauren Candito + Social Media Solutions (www.SocialMediaSolutionsLLC.com) + lauren@socialmediasolutionsllc.com + @sms_connect on TwitterMonday, April 4, 2011

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