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Social Media for the Reluctant Client


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Strategies to introduce social media in your organization, or to your clients.

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Social Media for the Reluctant Client

  1. 1. Social Media for the Reluctant Client Mark Farmer
  2. 2. On the menu today Strategies for communicating the value of social media. Objections and how to overcome them. Resources for you.
  3. 3. The social media enigma Everyone wants to know what to do. Everyone is being told what to do. But ultimately, too few people know what to do. How is that even possible?
  4. 4. EPIC!!!!!!!!!!!!!
  5. 5. Explain what it is
  6. 6. It’s a conversation
  7. 7. Strategies for Explaining Social Media
  8. 8. It’s where the people are Social & mobile Web / e-comm Email TV Radio Newspapers Coffee shop / town Criers
  9. 9. The numbers 1 billion Facebook users 500 million Twitter accounts 160 million LinkedIn accounts 73 million Tumblr accounts 70 million WordPress blogs
  10. 10. World media Price Waterhouse Coopers Global Entertainment & Media Outlook: outlook/index.jhtml Traditional media continue to decline, some of it sliding of a cliff, some of it staging episodic, limited comebacks. But the overall trendline is clear.
  11. 11. The dreaded ROI question Sales / Marketing vs. Comms You guys get it (Thank God)
  12. 12. Funnel 1.0
  13. 13. Funnel 2.0
  14. 14. SM Marketing vs Comms
  15. 15. The marketing reality
  16. 16. The Great One 47/
  17. 17. The need to know
  18. 18. Demonstrated success Case studies abound But there’s a difference between other peoples’ success and yours Know the difference between best practices, ROI and the money trail
  19. 19. Case studies Will it blend?
  20. 20. Case Study: Fiskars
  21. 21. Fiskars Fiskars wanted to try something different. Hired Brains on Fire to help them. Combined social media with real live people. Created “The Fiskateers,” a group of user-evangelists who combined in-store visits with an online community.
  22. 22. Fiskars Goal: recruit 200 more of these ambassadors in six months. Fiskars achieved that in 24 hours and reached 20 times that number within eighteen months. Goal: increase “chatter” (online conversations mentioning the company by name) by ten per cent. It increased by 600 per cent over a 20-week period. Goal: increase store sales in specific areas by
  23. 23. Case Study: Shift theConversation
  24. 24. The Newsletter
  25. 25. The blog
  26. 26. Webinars
  27. 27. Podcast
  28. 28. Objections and how they fart up your day
  29. 29. Show me the money Sales  30-day cookie A/B test with/without social support  Compare and contrast the results. Surveying  How did you hear about us / first hear about us?  What information did you use to make your purchase decision?
  30. 30. Values People want to interact with a brand they trust, one they feel a connection with. “Interact” includes “purchase from.” The more people identify with & trust you, the more they’ll buy from you. Move from there to becoming a trusted advisor. Then, the ultimate marcomm holy grail of an emotional connection Having other people become advocates
  31. 31. The “P” word
  32. 32. I’m too old Boyd Neil, Nat’l Practice Leader, Hill and Knowlton Margaret Attwood 6311952803/sizes/z/in/photostream/
  33. 33. Control
  34. 34. Wikibrands
  35. 35. Authority Undiminished
  36. 36. The boss
  37. 37. Internal Education at theROM Tech Tuesdays Electronic communications team Electronic communications steering committee TMCOC
  38. 38. What not to do Overplan Over-regulate
  39. 39. The limited efficacy of trad’lstrategy Point your car at Vancouver and hit the gas.
  40. 40. Blow up your strategy
  41. 41. What to do Iterate Experiment Learn by doing Be agile
  42. 42. Cialdini Envy Fear of missing out Social proof Possibility
  43. 43. Other suggested reading
  44. 44. Maslow’s hierarchy of needs
  45. 45. Change complexion Is change consensus-based? Is it based around key influencers? Are there gatekeepers? Is there a change process? If you have to talk up a veep, talk up the veep.
  46. 46. In the end, it’s about you Gary Vaynerchuck
  47. 47. Thank you