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Selling Social Media to  Your Boss: A Seven-Step Plan Cynthia Closkey Big Big Design IABC/Pittsburgh, 21 Jan 2010
 
 
1. Start Listening <ul><li>Monitor what is being said online </li></ul><ul><ul><li>About your company </li></ul></ul><ul><...
How to Listen & Measure <ul><li>Your primary tool: “dashboard” of  RSS feeds </li></ul><ul><ul><li>Google & Google Blogsea...
2. Align with Your Organization’s Goals <ul><li>Choose one of your organization's major objectives to address </li></ul><u...
3. Match Your Idea with Data <ul><li>Choose data & examples  (from step 1) that apply to organizational objective  (from s...
4. Follow a Model <ul><li>Choose an example of someone else doing something similar: case study </li></ul><ul><li>Map to y...
5. Create a Proposal <ul><li>Develop a plan for a pilot project </li></ul><ul><ul><li>Simple, low-cost, focused </li></ul>...
Ideas for Pilot Projects <ul><li>Facebook fan page </li></ul><ul><li>Twitter account to respond to comments/criticisms </l...
Setting Expectations & Building Momentum <ul><li>Facebook & forums </li></ul><ul><ul><li>If members  don’t  know each othe...
Setting Expectations & Building Momentum <ul><li>Twitter </li></ul><ul><ul><li>Need to respond same day or next day & soun...
Setting Expectations & Building Momentum <ul><li>Blogs </li></ul><ul><ul><li>Developing a “voice” takes at least  100 post...
6. Anticipate Objections <ul><li>Prepare to answer questions  & address concerns </li></ul><ul><ul><li>Risks to the organi...
Common Objections/Questions <ul><li>It’s all people saying what they had for lunch. </li></ul><ul><li>Our customers aren’t...
7. Make Your Case <ul><li>Present in a short, face-to-face meeting </li></ul><ul><li>Let her/him ask questions </li></ul><...
 
More Resources <ul><li>“ How to sell social media to cynics, skeptics, & Luddites,” Robin Broitman http://www.interactivei...
Fallback Plan <ul><li>Send boss to our workshop:  Social Media:  What Every Executive Needs to Know  (& your employees alr...
Contact me <ul><li>Cynthia Closkey </li></ul><ul><ul><li>Big Big Design ( www.bigbigdesign.com ) </li></ul></ul><ul><ul><l...
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Selling Social Media to Your Boss

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*You* know social media is a great tool for marketing, customer feedback and developing valuable communities. *Your boss* thinks it's a waste of resources -- or even a danger to the organization. How should you make your case?

In this presentation, Cynthia Closkey of Big Big Design shows what managers and top-level executives need to know about social media and online networking. She highlights resources for finding examples and statistics that carry weight and shows you a simple, seven-step plan for helping your organization move ahead.

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Selling Social Media to Your Boss

  1. 1. Selling Social Media to Your Boss: A Seven-Step Plan Cynthia Closkey Big Big Design IABC/Pittsburgh, 21 Jan 2010
  2. 4. 1. Start Listening <ul><li>Monitor what is being said online </li></ul><ul><ul><li>About your company </li></ul></ul><ul><ul><li>About your competitors </li></ul></ul><ul><ul><li>About your market </li></ul></ul><ul><li>Don’t react yet; gather information </li></ul><ul><ul><li>Look for trends </li></ul></ul><ul><ul><li>See who is participating </li></ul></ul><ul><ul><li>Get a feel for what’s happening </li></ul></ul>
  3. 5. How to Listen & Measure <ul><li>Your primary tool: “dashboard” of RSS feeds </li></ul><ul><ul><li>Google & Google Blogsearch Alerts </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><li>Bookmark key articles & data points </li></ul><ul><li>Choose a few credible number sources </li></ul><ul><ul><li>Alexa </li></ul></ul><ul><ul><li>Quantcast </li></ul></ul>
  4. 6. 2. Align with Your Organization’s Goals <ul><li>Choose one of your organization's major objectives to address </li></ul><ul><ul><li>No formal objectives? Articulate some: “Increase sales,” “Increase market share,” “Reduce costs” </li></ul></ul><ul><li>Determine how social media could help fulfill the objective </li></ul><ul><ul><li>Online-only discounts -> Increased sales </li></ul></ul><ul><ul><li>Passionate customers -> Increased market share </li></ul></ul><ul><ul><li>Online discussion -> Lower support costs </li></ul></ul>
  5. 7. 3. Match Your Idea with Data <ul><li>Choose data & examples (from step 1) that apply to organizational objective (from step 2) </li></ul><ul><li>Assess which social network will have the most value & impact in reaching the objective </li></ul><ul><ul><li>Use Quantcast </li></ul></ul>
  6. 8. 4. Follow a Model <ul><li>Choose an example of someone else doing something similar: case study </li></ul><ul><li>Map to your organization </li></ul><ul><ul><li>Situation </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Results </li></ul></ul>
  7. 9. 5. Create a Proposal <ul><li>Develop a plan for a pilot project </li></ul><ul><ul><li>Simple, low-cost, focused </li></ul></ul><ul><ul><li>Finite duration </li></ul></ul><ul><ul><li>Measurable results </li></ul></ul><ul><li>Create a one-page proposal </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Costs and resources (including time) </li></ul></ul><ul><ul><li>Schedule </li></ul></ul><ul><ul><li>How you’ll measure results </li></ul></ul>
  8. 10. Ideas for Pilot Projects <ul><li>Facebook fan page </li></ul><ul><li>Twitter account to respond to comments/criticisms </li></ul><ul><li>Internal-only “twitter” or collaboration </li></ul><ul><ul><li>Yammer & Teambox </li></ul></ul><ul><li>Blog -- especially special-purpose or short-term blog </li></ul><ul><li>Twitter contest (need really good prize plus follow-through plan) </li></ul><ul><li>Internal-use wiki </li></ul>
  9. 11. Setting Expectations & Building Momentum <ul><li>Facebook & forums </li></ul><ul><ul><li>If members don’t know each other, need 400 members + real interaction from humans in your organization for active conversation </li></ul></ul><ul><ul><li>If members do know each other, smaller group can have discussion, but anticipate that many people will only read/not comment (“lurkers”) </li></ul></ul>
  10. 12. Setting Expectations & Building Momentum <ul><li>Twitter </li></ul><ul><ul><li>Need to respond same day or next day & sound like a human </li></ul></ul><ul><ul><ul><li>Offer offline ways to connect (phone, direct email) </li></ul></ul></ul><ul><ul><li>No more than 50% links and automated tweets </li></ul></ul><ul><ul><li>Must have a follow-up plan for continuing relationships after any giveaway/contest </li></ul></ul>
  11. 13. Setting Expectations & Building Momentum <ul><li>Blogs </li></ul><ul><ul><li>Developing a “voice” takes at least 100 posts </li></ul></ul><ul><ul><ul><li>May start to get the hang of it in 1 month / 30 posts </li></ul></ul></ul><ul><ul><li>Must participate/comment on others’ sites to become part of the community (and generate interest in your own site) </li></ul></ul>
  12. 14. 6. Anticipate Objections <ul><li>Prepare to answer questions & address concerns </li></ul><ul><ul><li>Risks to the organization </li></ul></ul><ul><ul><li>Past experiences and how this differs </li></ul></ul><ul><ul><li>Organizational culture </li></ul></ul><ul><li>Don’t include them in the proposal! </li></ul><ul><ul><li>Put on a separate page for your reference </li></ul></ul>
  13. 15. Common Objections/Questions <ul><li>It’s all people saying what they had for lunch. </li></ul><ul><li>Our customers aren’t online. </li></ul><ul><li>What if someone writes something bad? </li></ul><ul><li>Who has time for this stuff? </li></ul><ul><li>What if it doesn’t work? </li></ul><ul><li>This needs to go through Marketing/Customer Support/Legal/etc. </li></ul>
  14. 16. 7. Make Your Case <ul><li>Present in a short, face-to-face meeting </li></ul><ul><li>Let her/him ask questions </li></ul><ul><li>Be ready with answers </li></ul><ul><li>Admit what you don't know </li></ul><ul><li>Uncover the hurdles </li></ul><ul><ul><li>“ If I can address that concern, would you say yes?” </li></ul></ul>
  15. 18. More Resources <ul><li>“ How to sell social media to cynics, skeptics, & Luddites,” Robin Broitman http://www.interactiveinsightsgroup.com/blog1/how-to-sell-social-media-to-cynics-skeptics-luddites-tips-resources-advice/ </li></ul><ul><li>“ Social Media Case Studies Superlist,” Robin Broitman http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/ </li></ul>
  16. 19. Fallback Plan <ul><li>Send boss to our workshop: Social Media: What Every Executive Needs to Know (& your employees already know!) </li></ul><ul><li>http://socialmediaexec101.eventbrite.com </li></ul>
  17. 20. Contact me <ul><li>Cynthia Closkey </li></ul><ul><ul><li>Big Big Design ( www.bigbigdesign.com ) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@cynthiacloskey on Twitter </li></ul></ul>

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