1. Selling Social

2. Hearing what’s needed Active listening

3. Client Intention Our clients have different levels of experience and understanding… I know I need a social media program but have little experience I know I need a social media program and have experience Experience I am considering a social media program but have little experience I am considering a social media program and have experience Commitment

4. Client Intention First, we need to determine where they are at… I know I need a social media program but have little experience I know I need a social media program and have experience WHERE ARE YOUR CLIENTS TODAY? Experience I am considering a social media program but have little experience I am considering a social media program and have experience Commitment

5. Who is your client? Then, we establish their primary objectives…

6. Social Media Strategists Because as strategists, we can deliver… Source: Altimeter Group, 2011 6

7. Successful Work with Ogilvy Partners If not on our own, then with the help of our Ogilvy counterparts

8. [PHOTO HERE] Actions speak louder… Living the ‘cycle’

11. Respond RFI/RFP

12. Deliver SOW/Proposal

13. Idea

15. Deliver Business Impact

18. Send single slides of key data

19. Write and send a blog post

20. Invite them to events like WOMMA

22. Do a small Conversation Map including Consumer Intent Modeling sample

23. Show a few Influencer profiles & segmentation graphic

24. Demonstrate the Engagement Framework

26. “Right-size” the Digital Influence Strategy elements

27. Always respond within 24 hours

28. Offer pilot programs with near-term results

30. 1. Practice “active listening” Determine client concerns and desires…

31. 2. “Map” client intentions and respond Decide upon an appropriate response for each item… Save money Increase sales Reduce risk Boost awareness Become Influential Learn Social Media Intention Response

32. 3. Live the “Cycle of Selling” Cultivate your relationship, respond to new issues, and close Cultivating Responding Closing

33. And now… The hot seat

34. Client Concerns What they say What they mean How MANY BLOG POSTS WILL THIS GENERATE? Is it going to work and how will we measure success?

35. Client Concerns What they say What they mean If share of voice is 60% and favorability is 90% can I expect to convert 50% of my target? Is this actually going to translate into an increase in sales?

36. Client Concerns What they say What they mean I WANT TO USE SOCIAL MEDIA TO DRIVE TRAFFIC TO MY NEW WEBSITE I need to raise awareness of our new campaign

37. Client Concerns What they say What they mean I don’t know much about that whole online thing, but I want to try to be innovative and do things we haven’t done before LET’S DO SOMETHING WITH QUORA!

38. Client Concerns What they say What they mean I don’t fully trust your local credentials yet! DO YOU HAVE PEOPLE IN CHINA?

39. Client Concerns What they say What they mean SOCIAL MEDIA IS UNCONTROLLABLE, I DON’T WANT TO BE THE NEXT HORROR STORY I’m not familiar with social media and a bit afraid of using it. I need your help!

40. Client Concerns What they say What they mean What you’ve proposed seems too ambitious for our brand RIGHT NOW I don’t want to risk my career or: I don’t have the budget

41. Client Concerns What they say What they mean WHAT WILL THE SOCIAL MEDIA ROI BE ON MY CAMPAIGN? I need to answer to my superiors and they need to see tangible results!

42. Thank you!