Collaboration on social media sales   leading horse to water june 1 2011
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Collaboration on social media sales leading horse to water june 1 2011

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Our own @skipshoe facilitated this conversation at the SoMeBizLife conference on June 1, 2011 with about 30 Philly area Social Media Pros. This version contains the "Collaborative" content generated ...

Our own @skipshoe facilitated this conversation at the SoMeBizLife conference on June 1, 2011 with about 30 Philly area Social Media Pros. This version contains the "Collaborative" content generated by the group.

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  • SETUPFlip chart (or laptop with projector) to capture questions – and responses for each section. Promise to mail out results.
  • Any other questions to capture?
  •  
  •  CC calls us … wants to use SM to attract agents…. But was missing blocking and tackling.Capture other “readiness” situations
  •  CC calls us … wants to use SM to attract agents…. But was missing blocking and tackling.Capture other “readiness” situations
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  •  What other objections… next we’ll brainstorm responses. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
  •  What other objections… next we’ll brainstorm responses. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
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  •  Story – CBS (Large Telco Client) – clearly being raked over the coals in SM… provided a compelling case – but they wanted to know if they could capture positive tweets only on their home page. Problem: Overly focused on conversionsAnother ENERGY CO. prospect was actually losing business to competitors. Did nothing in response to our presentation. Problem: Organizational paralysis due to ineptitudeCAPTURE: Responses to these common objections… Also – any other objections that we captured. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
  •  Story – CBS (Large Telco Client) – clearly being raked over the coals in SM… provided a compelling case – but they wanted to know if they could capture positive tweets only on their home page. Problem: Overly focused on conversionsAnother ENERGY CO. prospect was actually losing business to competitors. Did nothing in response to our presentation. Problem: Organizational paralysis due to ineptitudeCAPTURE: Responses to these common objections… Also – any other objections that we captured. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
  • Cornell Homes, Chariot Case Study for ROI.Business Objectives Translated into KPIs/Social Media Objectives. Can they provide baselines? Important for setting expectations.
  • Cornell Homes, Chariot Case Study for ROI.Business Objectives Translated into KPIs/Social Media Objectives. Can they provide baselines? Important for setting expectations.
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  •  Start with listening for 2-3 months. Crawl-Walk-RunTrack your hoursBuild internal competencyDepends on your objectives and audience…. We use the Bubble chart to set a course3) Nuances of a channel, each one has its own personality … and overlapping but separate audience4) Its not for promoting products/services… use Paid Search/PPC for that.5) How good are your baselines? How trackable is your infrastructure? Examples – tracking through to sales… often a disconnect from timing and/or CRM integration
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Collaboration on social media sales   leading horse to water june 1 2011 Collaboration on social media sales leading horse to water june 1 2011 Presentation Transcript

  • Leading a Horse to Water: Pitching Social Media to Organizational Leaders
    June 1, 2011
    A Conversation Facilitated by Skip Shuda
    www.phillymarketinglabs.com
    skip@phillymarketinglabs.com
  • Skip Shuda, conversation facilitator
    Leading the Horse to Water. Pitching Social Media to Organizational Leaders
    How do social media professionals show leaders why they should invest in social media for their organizations? In this interactive session, Skip Shuda will lead social media professionals through a conversation of how we can most effectively demonstrate the value of social media to business, non-profit and other leaders.
    Image Credit:http://whydowehavetodothissir.blogspot.com/2011/05/leading-horse-to-water.html
  • Starter Questions
    • Is this client ready for Social Media?
    • Reluctant participants. What are the common objections we hear from managers?
    • “Prove it to me.”  How can we demonstrate value to our prospective clients?
    • Setting expectations for social media noobs
    • What is our mission as social media evangelists?
    • OTHER QUESTIONS FROM COLLABORATIVE EFFORT: How do you go about mining content in the organization? How can you source content within the organization?
  • Are They Ready?
  • Is this client ready for Social Media?
    Client calls you to help with Social Media – but doesn’t have a goal or objective
    They want to use social media to drive sales
    The client’s web presence was created in 1998 – or by the neighbor’s nephew – or both
    The client’s broader team is opposed to Social Media
    What else? (collaborative results on next page)
    Integration of Social Media with other efforts
    Accountability for Social Media efforts
    Expectation of Instant Returns
  • (Collaboration) Is this client ready for Social Media?
    Integration of Social Media with other efforts
    Accountability for Social Media efforts
    Expectation of Instant Returns
    Expectation around Cost - that Social Media is Free
    Tactic: Translate to their internal costs
    Tactic: Assess their internal team for leverage points in Social Media efforts
    Tactic: Whisper quotes to provide an early expectation of “range” to see if client qualifies
    Tactic: “Would you expect your marketing person to work for free?”
    Check out www.Holacracy.org for ideas on dynamic/agile governance
    Use “roles and accountabilities” for Social Media execution
    • Drive a vision for your industry
    • Promote a Point Of View
    • Thought Leadership
    Mastery
    Be It
    • Social Media: Blogs, Twitter, YouTube, Podcasts, …
    • Email Marketing
    • Word of Mouth
    Conversation
    • Conversion Sequence
    • Persuasion architecture
    Conversion
    Say It
    • SEO, Pay Per Click
    • Direct Marketing
    • Link Building
    Visibility
    • Brand
    • Market position
    • Message
    Product Position
    See It
    • Market Testing
    • Market & Trends Analysis
    • Competitive intelligence
    Market Knowledge
    • Introspection
    • Business Model Development
    • Market Plan
    Self Knowledge
  • Reluctant participants
  • What are the common objections we hear from managers?
    WIIFM - If you can’t demonstrate that sales result from Social Media, then why should I invest in it?
    Time… how much time will this require of me and/or my staff?
    Doesn’t participating in Social Media put us at a higher risk for negative PR?
    My customers aren’t on Social Media
    Image Credit:http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
  • What are the common objections we hear from managers?
    What if something like this happens?
    Other objections? (Collaboration)
    Not enough money in budget
    Cost
    Return
    Image Credit:http://www.egmcartech.com/2011/03/09/tweeting-gone-wrong-chryslerautos-twitter-account-drops-f-bomb/
  • “Prove it to me.”  
  • What Responses Would You Give to These Objections?
    If you can’t demonstrate that sales result from Social Media, then why should I invest in it?
    Time… how much time will this require of me and/or my staff?
    Doesn’t participating in Social Media put us at a higher risk for negative PR?
    My customers aren’t on Social Media
    Image Credit:http://www.maineahead.com/rt_rich_brooks_lynnelle_wilson_nancy_marshall/
  • Collaboration: What Responses Would You Give to These Objections?
    Point out over-expectations on Social Media
    Point out “your brand is already being defined by the conversations taking place”
    Ask – “How much of your business comes from referrals/WOM?”
    Embed/integrate sales applications or transactions with Social Media (e.g. option to Tweet “Hey I just bought a cool widget from widgetseller.com”)
    Apps/Platforms: Shoutlet and Buddy Media
    Education around perceptions
    Short Bursts of Social are counter-productive. What is the tipping point. Where are you in your SM adoption cycle – and how will your needs change/grow over time?
    Explain time required for a Social Media project
    Set Goals & Objectives
    Arbitrage opportunity on Social Media: Source: Morgan Stanley’s Mary Meeker at Web2.0 Summit. http://www.youtube.com/watch?v=7yL9yrttESI&p=2737D508F656CCF8
  • How can we demonstrate value to our prospective clients?
    Create case studies
    Educate: Deeply understand the different ways Social Media can be measured
    Educate: Deeply understand how action follows from measurement
    Demonstrate what the competition is accomplishing
    What Else?
  • Collaboration: How can we demonstrate value to our prospective clients?
    Start with a deep listening project
    Provide a playbook/roadmap
    Identifying resources you already have
    Recruit your clients
    Create trust – learn to let go
    ROI is “Risk of Ignoring”
  • Setting expectations
  • Setting expectations for social media noobs
    How long will “getting traction” take?
    Which channels should I be participating in?
    Can’t I just copy stuff from one channel to the next?
    How can I best promote my products and services in Social Media?
    How will I know if its working?
    What else?
  • BUBBLE CHART BEFORE AND AFTER
  • What is your Mission?
  • What is our mission as social media evangelists?
    Teach the Power of Sharing and an Abundance Mentality
    Work Ourselves Out of a Job
    Stop the Meanness
    What’s Your Mission?
  • Resources
  • Referenced Resources:
    Social Media Return:
    • Olivier Blanchard’s site on SM ROI. http://smroi.net/
    • http://www.penn-olson.com/2010/02/09/the-basics-of-social-media-roi/
    The Pyramid of Marketing Needs:
    • Old Skip Shuda Narration of the Pyramid.http://www.phillymarketinglabs.com/philadelphia-internetmarketing-services/philadelphia-internetmarketing-strategy/
  • Thank You!
    Skip Shuda
    Vision Mover, Co-Founder
    Philly Marketing Labs
    www.phillymarketinglabs.com
    Skip@phillymarketinglabs.com
    @SkipShoe on Twitter