Socializing Social Media: Getting to ‘Yes’ in Four Steps

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Social media has presented boundless opportunities for companies and agencies to engage customers, partners, prospects and new audiences through a variety of online initiatives. But the excitement of all social media has to offer can sometimes be elusive. While ‘experts’ at companies, schools and agencies are driving innovative communications platforms and projects, there are still those professionals that need convincing. They squawk: will this really lead to sales? Isn’t social media just for consumer brands? Won’t I lose control of my value proposition? The best way to approach the uncertainty of social media can be broken down into four basic steps – learn how to educate and manage executive expectations to reduce the level of apprehension or risk, and successfully get the green light to implement social media at your organization.

*Note - I purposely kept each slide brief so I can talk about each topic and have more of a discussion around each point. If you have any questions about the slides, let me know

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  • And once you have the people you need on-board, make sure you know where the brand needs to be present – COMPETITOR AUDIT, RESEARCHIf your competition is on Twitter, but your research indicates your audience is not on Twitter, don’t be on Twitter.Be smart and commit to only being in the right SM channels, not the ones that don’t make sense.
  • Socializing Social Media: Getting to ‘Yes’ in Four Steps

    1. 1. Socializing Social Media: Getting to 'Yes' in Four Steps<br />By Andrew Worob (@Worob)<br />September 16, 2011<br />
    2. 2. Who Am I?<br />
    3. 3. What We’re Really Here to Talk About<br /><ul><li>How to overcome the fears still associated with social media
    4. 4. 4 core principles that can help lead to brand success with social media</li></li></ul><li>The Big Questions to Answer<br /><ul><li>Will this really lead to sales?
    5. 5. How much is this going to cost me?
    6. 6. Who manages this effort?
    7. 7. What if people talk negatively about us? </li></ul>But really, the main concerns brands have…<br />
    8. 8. The Concern w/ Customer Service<br />“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”<br />- Jeff Bezos, CEO at Amazon.com<br />
    9. 9. The Concern of Wasting Money<br /><ul><li>“Senior executives within a company do not think about social media.”
    10. 10. “You never know how engagement will lead to sales.”</li></li></ul><li>How To Overcome These Challenges<br />4 Steps That Can Help<br />
    11. 11. Step 1: Demonstrate Passion <br /><ul><li>Have a team of passionate individuals in place:
    12. 12. They are the ones who aren’t afraid to THINK BIG
    13. 13. They will speak to your audience like a real person
    14. 14. Showcase your knowledge and understanding of the space (and the brand, of course)</li></li></ul><li>A Passionate Brand<br />
    15. 15. Step 2: Define Goals<br /><ul><li>Why social media?
    16. 16. Drive sales?
    17. 17. Support customer service?
    18. 18. Crisis Communications?
    19. 19. Thought leadership?
    20. 20. Develop and implement a plan that tackles the issues and can help generate desired success. </li></li></ul><li>A Brand with a Plan<br />
    21. 21. Step 3: Treat Customers Like Friends<br /><ul><li>Use social media to demonstrate what a trustworthy, awesome friend you are
    22. 22. Building a long-term relationship with current customers will help make you popular and attract new friends </li></li></ul><li>Friendly Brands<br />
    23. 23. Step 4: Commitment <br /><ul><li>Make sure the team is comprised of people who WANT to work on the effort
    24. 24. Reach out to all business units to ensure partnership and dedication at all levels
    25. 25. Conduct an audit of competitor social media efforts
    26. 26. Demonstrate knowledge of knowing the right tools to use</li></li></ul><li>A Brand Committed <br />
    27. 27. Summary<br /><ul><li>Bottom line, it's never an easy task to eliminate concerns about the constantly evolving world of social media
    28. 28. However, by taking the right actions it's possible to reduce the level of apprehension and get a brand on-board with doing social media, and doing it right</li></li></ul><li>Thank YOU<br />Andrew Worob<br />Manager, Digital Communications<br />Ruder Finn/Finn Partners<br />(212) 715-1536<br />woroba@ruderfinn.com<br />@Worob<br />PR at Sunrise blog: worob.com<br />

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