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How to Sell Social Media to the C Suite _ Shashi Bellamkonda

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TOPIC AT NOV. 15 CAPITAL COMMUNICATOR & MDB COMMUNICATIONS LUNCHEON
Shashi Bellamkonda, Network Solutions’ Social Media Swami, presented a luncheon session, Tuesday, Nov. 15, on selling social media to your organization.How to convince your boss and others that it is in your organization’s best interest to use social media to reach communications and marketing objectives.

“Many questions come up when social media marketing is mentioned, especially when it comes to getting approval and buy in from the rest of the organization - like legal and service,” said Bellamkonda. “At this session we will work to answer some of these questions, including measurable impact and return on investment.”

The session, was held at MDB Communications in Washington, DC provided actionable steps for convincing managers of the value of using social media.How to become an internal champion, finding creative ways to recruit internal supporters (including lawyers), and ways to gather and present compelling reasons for social media engagement, as well as a social media rollout plan.

Published in: Business, Technology

How to Sell Social Media to the C Suite _ Shashi Bellamkonda

  1. How to Sell Social Mediato Your Organization Shashi Bellamkonda Sr. Director – Marketing ( Social Media) Employee Given Title “ Social Media Swami” 1
  2. Goals of this presentation Reach and Scope of the Social Media Audience Steps to Prepare for C Suite Buy-in How to Sell Social Media to Your Organization 2
  3. Social Media Objective:To create a positive change in the mind of the audienceGoals: Build awareness Create identity Enhance Image Engage with customers Inform public Accuracy during crisis 3
  4. Social Media“Social media is that which allows anybody to communicate with everybody.” - Jim Sterne, web metrics guru & author of Social Media Metrics Tip: Prepare for mentions of your brand that is not from your marketing department How to Sell Social Media to Your Organization 4
  5. Characteristics of a Web 2.0 World 2 waycommunication New opportunities to build community (events)New channels Share and spread content, morePersonality and visibility human face Tip: Are your websites Web 2.0 – Evaluate 5
  6. Audience Turning to Web for Content Portable : 33% of cell phone owners now access news on their cell phones. Personalized : 28% of Internet users have customized their home page to include news from sources and on topics that particularly interest them. Participatory : 37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter. http://www.pewinternet.org/Reports/2010/Online-News/Summary-of- Findings.aspx?r=1 6 6
  7. Time Spent on Social Networks Exceeds otherWeb Activities Social media account for 22.5 percent of the time that Americans spend online compared with 9.8 percent for online games and 7.6 percent for e-mail. http://blog.nielsen.com/nielsenwire/social/ 7 7
  8. 8http://www.thinkwithgoogle.com/insights/library/studies/word-of-mouth-and-the-internet/
  9. 9http://www.thinkwithgoogle.com/insights/library/studies/word-of-mouth-and-the-internet/
  10. Real-time Collaborative Content Are you monitoring for real time mention of your brand?10 How to Sell Social Media to Your Organization 10
  11. Your Network is becoming Your Media 11 How to Sell Social Media to Your Organization 11
  12. Viral Expensive How to Sell Social Media to Your Organization 12
  13. Social Media Creates Stories – Mainstream MediaReports it How to Sell Social Media to Your Organization 13
  14. Traditional Audience NPR: 26.8 Million/week American Idol: 29.9 Million/ Season Finale Super Bowl 2011: 111Million viewers ( up from 106 Million) Washington Post: 2 Million Readers on Sundays Source : http://www.washingtonpostads.com/adsite/why/media/reach/su nday/page1324.html http://en.wikipedia.org/wiki/American_Idol http://www.npr.org/about/aboutnpr/audience.html 14 How to Sell Social Media to Your Organization 14
  15. Social Networks Dominate in Sheer Numbers NPR: 26.8 Million/week American Idol: 29.9 Million/ Facebook: 800 M Season Finale Twitter: 200 M Super Bowl 2011: 111Million LinkedIn: 135 M viewers ( up from 106 Million) “Almost 50% are daily Washington Post: 2 Million Readers on Sundays users” Source : http://www.facebook.com/press/info.php?statistics http://press.linkedin.com/about/ http://www.bbc.co.uk/news/business-12889048 http://www.washingtonpostads.com/adsite/why/media/rea ch/daily/page1322.html 15 How to Sell Social Media to Your Organization 15
  16. Brand Social State Check List • Join a community, for own Monitoring •Tools, alerts Community community, event based community Content Sales • Special offers •Audio, Video, blogs Creation Social • Shareable, user generated, tagged, multi- Integration channel, multi-mediaConversation •Topical and Social Reputation • Sentiment benchmarkEngagement •Events, webinars, tweetchats, contests Social Crisis Plan Thought •Speaking at conferences leadership Metrics and ReportsSocial Media •Links, articles, blog mentionsImpressions Training 16 How to Sell Social Media to Your Organization 16
  17. Preparing to Get the C Suite on board. 1717
  18. Prepare for Common Objections to New Media No ROI No resources Negative Comments Losing Brand Consistency Legal RiskSocial Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build ClientRelationships Paul Gillin (Author), Eric Schwartzman (Author) Publisher: Wiley (January 18, 2011) Language: English ISBN-10: 0470639334 ISBN-13: 978-0470639337 How to Sell Social Media to Your Organization 18
  19. Key Considerations for Engaging in Social Media Ready for the new web ? Listening tools for business Intelligence. Harnessing the power of conversations to build a new base Story telling through content- blogs, videos.. Integrate Social media to your traditional marketing 19 How to Sell Social Media to Your Organization 19
  20. Is the Company Crisis Ready ? http://www.flickr.com/photos/27048731@N03/3201676850/sizes/o/in/photostream/20 How to Sell Social Media to Your Organization 20
  21. Align Social Media Goals with Company Mission Who are you trying to reach ? What do you want to change? How will this affect your organization? 21 How to Sell Social Media to Your Organization 21
  22. Dashboard the Social Media Presence Tip : Use Netvibes/ iGoogle to create a dashboard22 How to Sell Social Media to Your Organization 22
  23. Identify Who Should Buy-in Identify Linchpin (s) to get this buy-in Who else should be involved? Taking the lawyers to lunch Identify internal evangelists 23 How to Sell Social Media to Your Organization 23
  24. Evaluate the Resources In-house Make it part of existing resources Outsource Use existing community Find internal evangelists 24 How to Sell Social Media to Your Organization 24
  25. Justifying Social Media Same factors as a business case for public relations Media is changing – newspapers are going digital Consumers are consuming streams Gap between a journalist and a reader is a tweet away Ensuring Accuracy Social Swarms Social Intelligence 25 How to Sell Social Media to Your Organization 25
  26. Present Measurement Goals Measure outcomes Achieve attitudinal change Reputation Content shared across the internet Happier “customers” and even happier employees 26 How to Sell Social Media to Your Organization 26
  27. Talk about Employee Guidelines and Training 27 How to Sell Social Media to Your Organization 27
  28. Present a Brand Monitoring Strategy Tools Cross Functional team Processes Customer Service Public Relations Product Feedback Business Development 28 How to Sell Social Media to Your Organization 28
  29. Plan to Make the Whole Organization Social Every outward facing position can help you Existing communications campaign performance can improve with social media integration Communications can be faster with social platforms Enhance your recruiting efforts 29 How to Sell Social Media to Your Organization 29
  30. Integrating Other Marketing Efforts Sharing capability Share your newsletter with Social followers Facebook Page information apps Link website to your Social Networks 30 How to Sell Social Media to Your Organization 30
  31. Present Case Studies and Best Practices DELL INTEL ZAPPOS31 How to Sell Social Media to Your Organization 31
  32. Fortune 500 Use of Social Media • 71% have corporate Facebook pages Social networking • 59% have corporate accounts on Twitter continues to lead the • 50% have a public facing corporate blog way: • 44% say Facebook is the single most effective social networking platform they use Blogging remains an • 50% have a corporate blog (up from 45% a year ago) important tool for the • 34% have developed policies to govern blogging by their employees Inc. 500: New communications • 56% reported social media was "very important" to their tools are changing business/marketing strategy the way successful • 57% report using search engines and social networking sites to recruit and evaluate potential employees businesses operate: Source: http://www.sfgate.com/cgi- bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0ka Social Media to Your Organization qN2L How to Sell 32
  33. Social Media in the B2B Business Value trumps “Wow” factor Decisions are made in groups Buying cycle is longer Service, support and compatibility important Relationships matter33 Andrew Mcafee author of Enterprise 2.0 How to Sell Social Media to Your Organization 33
  34. B2B Social Cycle Conversation Conversion •Participation •Prospect to Quality •Thought Leadership Lead to Customer Content • Blogs, Audio, Vi deo, webinars, events How to Sell Social Media to Your Organization 34
  35. Address IT Concerns Social Media interaction in the same way as all other digital communications Monitor social applications through policy and training rather than block using technology Competitors who do not block social media may have a big advantage Defining goals guidelines, and providing training for how it can help (or hurt) the company is the key Losing out on Social Media as Business Intelligence http://advice.cio.com/forrester_research/the_cio_and_social_media_social_police http://www.sharepointjoel.com/Lists/Posts/Post.aspx?ID=294 How to Sell Social Media to Your Organization 35
  36. Model Costs for Corporations Planning dev and training $35k Platform costs $25k Monitoring tools $50k Content creation $150k Support $25k Total $285k/yearCredti goes to the book Groundswell for concept http://www.forrester.com/groundswell/book.html 36 How to Sell Social Media to Your Organization 36
  37. Social Spending by Corporations http://www.web- strategist.com/blog/2011/02/10/spend-wisely-finally- an-investment-roadmap-for-social-business-buyers- altimeter-report/ 37 How to Sell Social Media to Your Organization 37
  38. Should the C-Suiteengage 38
  39. Reasons for C suite to Engage Extend the reach of company Organization’s brand awareness grows Networking tool Humanizing your communications How to Sell Social Media to Your Organization 39
  40. Strategy for C Suite Goals Resources Tactics Education and Experience Exit Strategy Reports and Dashboard How to Sell Social Media to Your Organization 40
  41. Edelman Trust Study How to Sell Social Media to Your Organization 41
  42. Audience Contacts Customers Peers Advocates Connectors How to Sell Social Media to Your Organization 42
  43. CEO of best Buy How to Sell Social Media to Your Organization 43
  44. BestBuy CMO too http://twitter.com/bestbuycmo How to Sell Social Media to Your Organization 44
  45. Bill Marriott Blog How to Sell Social Media to Your Organization 45
  46. Bill Gates http://twitter.com/billgates How to Sell Social Media to Your Organization 46
  47. Common characteristics of CEO Tweets Authentic voice Regular updates 1 to 2 per week Links and resources News/Humor / Sports Building the brand and networks takes time How to Sell Social Media to Your Organization 47
  48. Tactical Plan 1 Phase 1: Social Networks Twitter Linkedin Google Plus Phase 2 :Blogs How to Sell Social Media to Your Organization 48
  49. Resources Consider routine tasks like Following people back, monitoring to Exec asst Look for lists to follow and engage Editorial calendar for tweets Training for tools needed How to Sell Social Media to Your Organization 49
  50. Final Thoughts Speak without technical jargon or Social Media buzz words Emphasize the cost of not engaging in Social Media Evangelize the benefits to Company’s Mission Getting agreement on small steps is a good start Have meetings before the meeting 50 How to Sell Social Media to Your Organization 50
  51. Questions Shashi Bellamkonda Awards & Features : shashib@gmail.com • Washington Business Journal ”Social Listener”Follow On Twitter: @shashib • Washingtonian Magazine Tech Titan 2009 & 2011 • Small Business Influencer 2011 Champion • Featured as a success in 9 Books Content : AmEx Open Forum | SmallBizTrends | SmallBizTechnology Personal Blog: http://www.shashi.co Food Blog: http://www.carryoncurry.com How to Sell Social Media to Your Organization 51
  52. Policies and Guidelines IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Altimeter Group http://wiki.altimetergroup.com/page/Social+Media+Policie s#fbid=khUrC9-VGKt Red Cross : https://docs.google.com/View?docid=df4n5v7k_216g5jdd7c8&hg d=1 A collection of Social Media Policies http://socialmediagovernance.com/policies.p hp 52 How to Sell Social Media to Your Organization 52

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