This document summarizes a discussion about how to effectively pitch social media to organizational leaders. Some common objections that leaders have include not seeing how social media leads to sales and concerns about the time commitment. To address these objections, social media professionals should start with a deep listening project to understand the organization's goals, provide a roadmap and case studies to demonstrate value, and educate leaders on how to measure social media's impact. The overall mission of social media evangelists should be to teach others about the power of sharing and help organizations adopt social media successfully over time.
1. Leading a Horse to Water: Pitching Social Media to Organizational Leaders June 1, 2011 A Conversation Facilitated by Skip Shuda www.phillymarketinglabs.com skip@phillymarketinglabs.com
2. Skip Shuda, conversation facilitator Leading the Horse to Water. Pitching Social Media to Organizational Leaders How do social media professionals show leaders why they should invest in social media for their organizations? In this interactive session, Skip Shuda will lead social media professionals through a conversation of how we can most effectively demonstrate the value of social media to business, non-profit and other leaders. Image Credit:http://whydowehavetodothissir.blogspot.com/2011/05/leading-horse-to-water.html
7. What is our mission as social media evangelists?
8.
9. Is this client ready for Social Media? Client calls you to help with Social Media – but doesn’t have a goal or objective They want to use social media to drive sales The client’s web presence was created in 1998 – or by the neighbor’s nephew – or both The client’s broader team is opposed to Social Media What else? (collaborative results on next page) Integration of Social Media with other efforts Accountability for Social Media efforts Expectation of Instant Returns
10. (Collaboration) Is this client ready for Social Media? Integration of Social Media with other efforts Accountability for Social Media efforts Expectation of Instant Returns Expectation around Cost - that Social Media is Free Tactic: Translate to their internal costs Tactic: Assess their internal team for leverage points in Social Media efforts Tactic: Whisper quotes to provide an early expectation of “range” to see if client qualifies Tactic: “Would you expect your marketing person to work for free?” Check out www.Holacracy.org for ideas on dynamic/agile governance Use “roles and accountabilities” for Social Media execution
26. What are the common objections we hear from managers? WIIFM - If you can’t demonstrate that sales result from Social Media, then why should I invest in it? Time… how much time will this require of me and/or my staff? Doesn’t participating in Social Media put us at a higher risk for negative PR? My customers aren’t on Social Media Image Credit:http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
27. What are the common objections we hear from managers? What if something like this happens? Other objections? (Collaboration) Not enough money in budget Cost Return Image Credit:http://www.egmcartech.com/2011/03/09/tweeting-gone-wrong-chryslerautos-twitter-account-drops-f-bomb/
29. What Responses Would You Give to These Objections? If you can’t demonstrate that sales result from Social Media, then why should I invest in it? Time… how much time will this require of me and/or my staff? Doesn’t participating in Social Media put us at a higher risk for negative PR? My customers aren’t on Social Media Image Credit:http://www.maineahead.com/rt_rich_brooks_lynnelle_wilson_nancy_marshall/
30. Collaboration: What Responses Would You Give to These Objections? Point out over-expectations on Social Media Point out “your brand is already being defined by the conversations taking place” Ask – “How much of your business comes from referrals/WOM?” Embed/integrate sales applications or transactions with Social Media (e.g. option to Tweet “Hey I just bought a cool widget from widgetseller.com”) Apps/Platforms: Shoutlet and Buddy Media Education around perceptions Short Bursts of Social are counter-productive. What is the tipping point. Where are you in your SM adoption cycle – and how will your needs change/grow over time? Explain time required for a Social Media project Set Goals & Objectives Arbitrage opportunity on Social Media: Source: Morgan Stanley’s Mary Meeker at Web2.0 Summit. http://www.youtube.com/watch?v=7yL9yrttESI&p=2737D508F656CCF8
31. How can we demonstrate value to our prospective clients? Create case studies Educate: Deeply understand the different ways Social Media can be measured Educate: Deeply understand how action follows from measurement Demonstrate what the competition is accomplishing What Else?
32. Collaboration: How can we demonstrate value to our prospective clients? Start with a deep listening project Provide a playbook/roadmap Identifying resources you already have Recruit your clients Create trust – learn to let go ROI is “Risk of Ignoring”
34. Setting expectations for social media noobs How long will “getting traction” take? Which channels should I be participating in? Can’t I just copy stuff from one channel to the next? How can I best promote my products and services in Social Media? How will I know if its working? What else?
37. What is our mission as social media evangelists? Teach the Power of Sharing and an Abundance Mentality Work Ourselves Out of a Job Stop the Meanness What’s Your Mission?
SETUPFlip chart (or laptop with projector) to capture questions – and responses for each section. Promise to mail out results.
Any other questions to capture?
CC calls us … wants to use SM to attract agents…. But was missing blocking and tackling.Capture other “readiness” situations
CC calls us … wants to use SM to attract agents…. But was missing blocking and tackling.Capture other “readiness” situations
What other objections… next we’ll brainstorm responses. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
What other objections… next we’ll brainstorm responses. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
Story – CBS (Large Telco Client) – clearly being raked over the coals in SM… provided a compelling case – but they wanted to know if they could capture positive tweets only on their home page. Problem: Overly focused on conversionsAnother ENERGY CO. prospect was actually losing business to competitors. Did nothing in response to our presentation. Problem: Organizational paralysis due to ineptitudeCAPTURE: Responses to these common objections… Also – any other objections that we captured. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
Story – CBS (Large Telco Client) – clearly being raked over the coals in SM… provided a compelling case – but they wanted to know if they could capture positive tweets only on their home page. Problem: Overly focused on conversionsAnother ENERGY CO. prospect was actually losing business to competitors. Did nothing in response to our presentation. Problem: Organizational paralysis due to ineptitudeCAPTURE: Responses to these common objections… Also – any other objections that we captured. Image Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
Cornell Homes, Chariot Case Study for ROI.Business Objectives Translated into KPIs/Social Media Objectives. Can they provide baselines? Important for setting expectations.
Cornell Homes, Chariot Case Study for ROI.Business Objectives Translated into KPIs/Social Media Objectives. Can they provide baselines? Important for setting expectations.
Start with listening for 2-3 months. Crawl-Walk-RunTrack your hoursBuild internal competencyDepends on your objectives and audience…. We use the Bubble chart to set a course3) Nuances of a channel, each one has its own personality … and overlapping but separate audience4) Its not for promoting products/services… use Paid Search/PPC for that.5) How good are your baselines? How trackable is your infrastructure? Examples – tracking through to sales… often a disconnect from timing and/or CRM integration