Selling social media to skeptics final.pptx

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While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may "get it"—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive in.

But what if instead of relying on faith, you could show results? What if you could replace skepticism with support—and success?

You can. By dropping a little ... science!
In this seminar, we'll explore how the centuries-old Scientific Method provides a framework that anyone can use within any organization to make a case for social media. You'll convert even the deepest fears about going social into confident enthusiasm.
Plus, you'll discover a straightforward, seven-step framework to get you started implementing customized, documentable, and measurable social media efforts.

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Selling social media to skeptics final.pptx

  1. 1. A Seven Step ScientificMethod for Selling SocialMedia to Skeptics MarketingProfs PRO Seminar - 2.24.11 Sametz Blackstone Associates
  2. 2. Soundfamiliar?
  3. 3. Um… What’s aTwitter? 3
  4. 4. Oh, right! Facebook!That’s where I playFarmville! 4
  5. 5. People actually careabout what you had forlunch? 5
  6. 6. Feh. Just a fad. 6
  7. 7. Can’t we get the internto do it? 7
  8. 8. Image: http://www.flickr.com/photos/anderspace/ 8
  9. 9. WHAT’S THE ROI? 9
  10. 10. What’s really going on?
  11. 11. Image: http://www.flickr.com/photos/offthahook-two/
  12. 12. Why?
  13. 13. SCIENCE. Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
  14. 14. Well,homeostasis,really. Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
  15. 15. What’s that?
  16. 16. The property of asystem, either open orclosed, that regulatesits internalenvironment and tendsto maintain a stable,constant condition. 
  17. 17. Folks are here:
  18. 18. And want to be here:
  19. 19. What’s happening… CHANGE AFTER BEFORE
  20. 20. Or not. (denial) BEFORE
  21. 21. It’s a process.
  22. 22. And it looks like this:
  23. 23. Or rather…this.
  24. 24. The Stages of Social Media AcceptanceEnergy Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  25. 25. The Stages of Social Media AcceptanceEnergy 1. Shock "Theres no chance anyone cares what you had for lunch." Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  26. 26. The Stages of Social Media AcceptanceEnergy 2. Denial "Yes, and we all loved acid wash, too." 1. Shock "Theres no chance anyone cares what you had for lunch." Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  27. 27. The Stages of Social Media AcceptanceEnergy 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation "Surely I can tweet from my rotary phone?" 1. Shock "Theres no chance anyone cares what you had for lunch." Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  28. 28. The Stages of Social Media AcceptanceEnergy 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation "Surely I can tweet from my rotary phone?" 1. Shock "Theres no chance anyone cares what you had for lunch." 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  29. 29. The Stages of Social Media AcceptanceEnergy 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation "Surely I can tweet from my rotary phone?" 1. Shock 5. Acceptance "Theres no chance anyone "A door closes... but a cares what you had for Facebook chat window lunch." opens.” 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  30. 30. The Stages of Social Media AcceptanceEnergy 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation 6. Experimentation "Surely I can tweet from my “You always remember your rotary phone?" first…RT.” 1. Shock 5. Acceptance "Theres no chance anyone "A door closes... but a cares what you had for Facebook chat window lunch." opens.” 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  31. 31. The Stages of Social Media Acceptance 7. Integration "Stop by our Facebook pageEnergy and tell us what you had for lunch!" 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation 6. Experimentation "Surely I can tweet from my “You always remember your rotary phone?" first…RT.” 1. Shock 5. Acceptance "Theres no chance anyone "A door closes... but a cares what you had for Facebook chat window lunch." opens.” 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  32. 32. The Stages of Social Media Skepticism 7. Integration "Stop by our Facebook pageEnergy and tell us what you had for lunch!" 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation 6. Experimentation "Surely I can tweet from my “You always remember your rotary phone?" first…RT.” 1. Shock 5. Acceptance "Theres no chance anyone "A door closes... but a cares what you had for Facebook chat window lunch." opens.” 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  33. 33. Your job?
  34. 34. Figure out:  Where they are  How to move them to the next stage
  35. 35. Be we don’t have toreinvent the wheel. Image: http://www.flickr.com/photos/vgm8383/
  36. 36. Or the process.(That exists, too.)
  37. 37. And it’sSCIENCE. Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
  38. 38. Well, thescientificmethod,really. Image: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters
  39. 39. 0 Define the question1 Observe2 Investigate3 Hypothesize4 Experiment5 Analyze6 Retestthe method
  40. 40. Here’s why this works:
  41. 41. SCIENTISTS = SKEPTICS (always questioning)© Sametz Blackstone Associates 41
  42. 42. SCIENTISTS = SKEPTICS (always questioning)© Sametz Blackstone Associates 42
  43. 43. Use it in two ways:  Making your case  Getting started
  44. 44. Let’s see how. Image: http://www.flickr.com/photos/wiless/
  45. 45. 0define thequestion
  46. 46. Um… What’s aTwitter? 46
  47. 47. How can we best usesocial media in ourbusiness?
  48. 48. Is a Facebook page aneffective way for us toincrease awareness ofour new products?
  49. 49. QUESTIONS REVEAL FEAR
  50. 50. QUESTIONS REVEAL (the nature of their) FEAR
  51. 51. The Stages of Social Media Acceptance 7. Integration "Stop by our Facebook pageEnergy and tell us what you had for lunch!" 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation 6. Experimentation "Surely I can tweet from my “You always remember your rotary phone?" first…RT.” 1. Shock 5. Acceptance "Theres no chance anyone "A door closes... but a cares what you had for Facebook chat window lunch." opens.” 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  52. 52. Also?
  53. 53. QUESTIONS REVEAL WORLD VIEW
  54. 54. The ROI Pyramid Role: Metrics: Specific Data (examples)© 2010 Altimeter Group
  55. 55. How do you get there?
  56. 56. Ask, “why?” Image: http://www.flickr.com/photos/markkeren/
  57. 57. A lot.
  58. 58. Why do we need to beon Twitter?© Sametz Blackstone Associates 58
  59. 59. Why do we need to beon Twitter? Why?© Sametz Blackstone Associates 59
  60. 60. Its all anyone everTALKS about!© Sametz Blackstone Associates 60
  61. 61. Its all anyone everTALKS about! Why?© Sametz Blackstone Associates 61
  62. 62. Well, they are ourcompetitors. What iftheyre makingconnectionswe aren’t?© Sametz Blackstone Associates 62
  63. 63. Well, they are ourcompetitors. What iftheyre makingconnectionswe aren’t? Why?© Sametz Blackstone Associates 63
  64. 64. Because were notthere yet!© Sametz Blackstone Associates 64
  65. 65. Because were notthere yet! Why?© Sametz Blackstone Associates 65
  66. 66. Because anywherecustomers are, weneed to be!© Sametz Blackstone Associates 66
  67. 67. Because anywherecustomers are, weneed to be! Why?© Sametz Blackstone Associates 67
  68. 68. Because we needmore business – rightnow.© Sametz Blackstone Associates 68
  69. 69. So you want to know whether or not we can use Twitter to generate new business?© Sametz Blackstone Associates 69
  70. 70. So you want to know whether or not we can use Twitter to generate new YES. business?© Sametz Blackstone Associates 70
  71. 71. Answer the question:  What am I (or they) trying to figure out about social media?  How do I frame it in a way that resonates?
  72. 72. Example  Mid-size B2B services firm  Brand pros: — 30 years old, well-established — Strong – and real – thought leadership in primary practice areas  Brand cons: — Shrinking traditional market — Reputation as conservative, expensive  New business traditionally through word of mouth  In social media for two years (blog, Twitter) — Awareness is up, but not new clients  Highly social media-skeptical CEO © Sametz Blackstone Associates 72
  73. 73. Could a Web-based“talk show” helpgenerate new leads?© Sametz Blackstone Associates 73
  74. 74. 1observe Listen Watch
  75. 75. Grow bigger ears –and eyes. Paraphrase of Chris Brogan Image: http://www.flickr.com/photos/rollercoasterphilosophy/
  76. 76. LISTEN: IF WHAT
  77. 77. WATCH:WHERE HOW
  78. 78.   Run searches for relevant keywords  Establish accounts on the major social networks  Document what you learn
  79. 79. Example: Listening  Searches for practice-area conversations on — Blogs — Twitter — Facebook — LinkedIn  Findings: — Plenty of potential customers — Interest / needs focused on two of three practice areas © Sametz Blackstone Associates 79
  80. 80. Example: Watching  Searches for and listens to relevant — Podcasts — Webinars  Findings: — Plenty of podcasts and webinars on one practice area, very few on second — Most webinars are 45 minutes – 1 hour and weekly — Most podcasts are 20-30 minutes, also weekly — Interactivity mostly limited to hashtag chats on Twitter — Several are supported by email newsletters © Sametz Blackstone Associates 80
  81. 81. 2investigate Scope Audiences Content Resources Outcomes Measurement
  82. 82. Scope Image: http://www.flickr.com/photos/justbcuz/ /
  83. 83. What’s the scope?  The whole organization?  A department?  A specific product?  An individual?
  84. 84. Example: Scope  Company decides initial scope would be the two practice areas customers seem to be looking for — Heavier focus on “underserved” area, to the extent content is possible © Sametz Blackstone Associates 84
  85. 85. Audiences Image: http://www.flickr.com/photos/manyone/ /
  86. 86.   For your scope, which audience(s) make the most sense?  What do they care about?  How do they perceive you?
  87. 87. Example: Audiences  Mid- to large-sized companies: — With established social media presence — Embarking on next phase of operation — Expressed (or evident) need in one of three main practice areas — Interest from or access to C-level executives © Sametz Blackstone Associates 87
  88. 88. Content Image: http://www.flickr.com/photos/mrbill/
  89. 89.   For your scope and audience, what’s the best content?  What already exists?  What doesn’t?
  90. 90. Example: Content  Company can take advantage of pre-existing relationships with well-known social media figures as guests — Could set topics based on person’s area of expertise or desired area of promotion  Desired interactivity means content can come from listeners (and prospective customers) — Best to “preload” to ensure full agenda — Opportunity to take “live” questions could differentiate © Sametz Blackstone Associates 90
  91. 91. Resources Image: http://www.freepatentsonline.com/6508179-0-large.jpg
  92. 92.   For your scope, audience, and defined content, which tools are most appropriate?  What resources do you need?  How will you get them?
  93. 93. Example: Resources  Currently under-utilized marketing manager could be assigned to this as primary project — If other projects come of his list  Bi-weekly schedule is more sustainable  New, interactive platform is on offer – and is differentiating  Can tap into social media and professional networks for guests  Need to actively seek prospect questions and live audience — So, need time to build awareness © Sametz Blackstone Associates 93
  94. 94. Outcomes Image: http://www.barcelonaphotoblog.com/2007/06/amusement-parks-roller-coaster-panic-at.html
  95. 95. The ROI Pyramid Role: Metrics: Specific Data (examples)© 2010 Altimeter Group
  96. 96. Are you trying toachieve:  awareness?  comprehension?  participation?  loyalty?  support?(choose one)
  97. 97. Example: Outcomes  Skeptic = CEO, so this needs to be about — Money in the door — How that relates to social media efforts  Participation is key — Participation = increased # inquiries (including RFPs) — Inquiries need to be trackable from social media © Sametz Blackstone Associates 97
  98. 98. Measurement Image: http://www.flickr.com/photos/ericsbinaryworld/
  99. 99. Goals drive metrics,metrics drive results Reputation / Get the GOALS relationships word out Sales METRICS Relationship Engagement % hearing scores index Cost per Rec’s % believing customer acq. Positioning % acting Web analytics Engagement Sales leads Marketing mix modelingAdapted from K.D. Paine & Partners, kdpaine.com. 99
  100. 100. What do you need to measure? Impact ROI (Outputs / outtakes) (Outcomes) Did sale s, reven profits in ue, or Did your crease? relations hips imp Did your rove? relations hips Were yo change? ur mess commun ages icated? Did the r ight peo show up ple Did you ? exposur get the e you wa Did audi nted? e n ce behavior change?Adapted from K.D. Paine & Partners, kdpaine.com. 100
  101. 101.   What does success look like?  How will you measure it?  How will you tie it to concrete business results?
  102. 102. Example: Measurement  Impacts — + Blog traffic — + Blog-to-website clickthroughs — + Invitations to speak / present — + Inquiries about appearing on show  Outcomes — + Inquiries — + Sales presentations — + Lead-to-sales conversions © Sametz Blackstone Associates 102
  103. 103. 3hypothesize
  104. 104. Feeling scientificImage: http://www.docstoc.com/docs/33964154/The-Physics-of-Roller-Coasters yet?
  105. 105. For {scope}, {content}from {sources}, usedacross {tools}, willproduce {measured}{results} with{audiences}.
  106. 106. Example: Hypothesis  For our primary and secondary practice areas, we’ll produce a biweekly web “talk show” featuring our service providers and guests from our social and professional networks talking about and taking questions from prospective and current customers in a live format that takes advantage of a new, interactive webinar platform. The web talk show will increase inquiries from manager- and C-level staff by 100% (to an average of 2 per week) and conversions by 50% (to 50% of inquiries). © Sametz Blackstone Associates 106
  107. 107. 4experiment Design Execution
  108. 108. Observation ≠participation.
  109. 109. You have to do it.Image: http://www.flickr.com/photos/seanettles/ 109
  110. 110.   Outline the steps of your experiment, with start and end dates  Execute your plan, while documenting significant events, impressions, and ongoing results
  111. 111. Example: Experiment  Design — 3-month experiment, 6 episodes — Determined baselines — Set editorial calendar — Designed promotion plan > Awareness > Content  Execution — Went as anticipated – met deadlines — Unexpected coverage of experiment in traditional press © Sametz Blackstone Associates 111
  112. 112. 5analyze
  113. 113. NumbersSentimentActions Image: http://www.flickr.com/photos/kiwi2/
  114. 114.   Collect metrics  Overlay results onto experiment steps and significant events  Note alignments  Draw a conclusion
  115. 115. Step 1: Establish baselines 8% YoY growth Before social media After social mediaAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 115
  116. 116. Step 1: Establish baselines 8% YoY growth 60% YoY growth Before social media After social mediaAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 116
  117. 117. Step 1: Establish baselines Is something happening here? 8% YoY growth 60% YoY growth Before social media After social mediaAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 117
  118. 118. Step 2: Create activity timelinesAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 118
  119. 119. Step 2: Create activity timelines week 32 week 33 week 34 week 35 week 36Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 119
  120. 120. Step 2: Create activity timelines week 32 week 33 week 34 week 35 week 36Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 120
  121. 121. Step 3: Track key metrics RevenueAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 121
  122. 122. Step 3: Track key metrics Net new customersAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 122
  123. 123. Step 3: Track key metrics positive mentions negative mentions Transactional precursorsAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 123
  124. 124. Step 3: Track key metrics website visitors blog-to-website clickthroughs blog comments blog visits Transactional precursorsAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 124
  125. 125. Step 4: Overlay all timelines activities social data web data transactions loyalty metrics, etc.Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 125
  126. 126. Step 5: Look for patterns impact impact uncertain impact impact no impactAdapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 126
  127. 127. Step 6: Prove relationships How was this group touched by social media?Adapted from Olivier Blanchard, thebrandbuilder.wordpress.com. Used with permission. 127
  128. 128. Example: Analyze  Results: — Increased show “attendance” week over week — Underserved practice area resulted in more inquiries than primary practice area — Inquiries up 100% — Conversions unchanged — Waiting list for on-air prospects to help — Blog traffic up — Website click-throughs virtually unchanged © Sametz Blackstone Associates 128
  129. 129. 6retest
  130. 130. It takes practice. Image: http://www.flickr.com/photos/nfalsey/
  131. 131. Hypothesis confirmed?  Define a new question and start againDisproven or inconclusive?  Revise hypothesis  Design new experiment  Retest
  132. 132. Example: Retest  Revise hypothesis: — Tighten focus on underserved practice area — Add talk show landing page with call to action — Add supporting newsletter — Add blog posts to support SEO — Increase links back to main website from blog — Etc. © Sametz Blackstone Associates 132
  133. 133. Pros &Cons
  134. 134. Limitations  Not necessarily suited to the “dive right in” types  “Experimental” and “iterative” can be a tough sell  There needs to be at least a willingness to try  (or a culture of forgiveness)
  135. 135. Benefits  Time-tested method  Can be time-bound – low-commitment  Documented  Thus, repeatable  And measurable  Shows, rather than tells  Iterative
  136. 136. Back to the ride...
  137. 137. Remember that feelslike this.
  138. 138. And not everyone’s afan.
  139. 139. To do
  140. 140. Identify where your skeptic is 7. Integration "Stop by our Facebook pageEnergy and tell us what you had for lunch!" 2. Denial "Yes, and we all loved acid wash, too." 3. Negotiation 6. Experimentation "Surely I can tweet from my “You always remember your rotary phone?" first…RT.” 1. Shock 5. Acceptance "Theres no chance anyone "A door closes... but a cares what you had for Facebook chat window lunch." opens.” 4. Depression Checking in @ "Valley of Tears” Time Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
  141. 141. What to use, with whom, and when Stage of Acceptance What they need What to use or highlight SHOCK Reassurance Whole method DENIAL Commiseration Incognito method NEGOTIATION Low-commitment Experimental nature DEPRESSION Consolation Steps and limited timeframe ACCEPTANCE Planning Whole method EXPERIMENTATION Practice Experimental nature INTEGRATION You, needing them Success© Sametz Blackstone Associates 141
  142. 142. 0 Define the question1 Observe2 Investigate3 Hypothesize4 Experiment5 Analyze6 Retestthe method
  143. 143. Most importantly?
  144. 144. © Sametz Blackstone Associates Image: http://www.flickr.com/photos/jettrocks/
  145. 145. Who I am  Tamsen McMahon   tamsen@sametz.com   @tamadear  Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz  Brass Tack Thinking   brasstackthinking.com

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