Getting senior management buy in for a social media presence
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The document provides advice on getting senior management buy-in for using social media in public sector organizations. It recommends framing social media as a strategic solution to engage customers rather than just a tactical tool. A 7-point business case is outlined focusing on benefits like improved customer experience, innovation, and reputation. Tactics suggested include starting small projects secretly, finding advocates, and having an external expert present the case. Guidelines should be kept simple, and the opportunities of empowering staff and engaging residents should be emphasized.
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Getting senior management buy in for a social media presence
- 1. Facebook in the public sector : Getting senior management buy-in Darren Caveney I 14 March 2012
- 2. How often are you having to make the case for using social media? FACEBOOK : getting senior management buy-in
- 3. FACEBOOK : getting senior management buy-in Really, there are barriers?
- 4. So, how do we turn that around and get buy-in? FACEBOOK : getting senior management buy-in
- 5. “what we need is a plan” here’s one… FACEBOOK : getting senior management buy-in
- 6. 7-point business case… 1. Talk in senior management language… -Don’t bang on about social media/getting social -Talk about ‘delivering digital engagement’ -Talk about building trust -Talk about innovation -Talk about customer experience -Talk about channel shift -Talk about Value For Money and Return On Investment FACEBOOK : getting senior management buy-in
- 7. 7-point business case 2. be strategic, not tactical -position social media as a strategic solution, not simply a tactical tool -it’s not getting social – it’s about engaging customers -it’s a ‘market-led’ approach to business and it’s what many customers want, expect, demand FACEBOOK : getting senior management buy-in
- 8. Seven-point business case 3. It’s about the metrics - The numbers are compelling and undeniable -If Facebook were a country… yeah, yeah, yeah -Need to make it local and relevant -50% people now follow ‘brands’ on social media* -36% users post brand related content* *source: thesocialskinny.com FACEBOOK : getting senior management buy-in
- 9. 7-point business case 4. What’s the story… -Talk up the opportunity to tell your organisation’s story -Paint a broader picture, create a more engaging narrative -Be human, be open, tell stories, connect, share. -Lead the conversation. FACEBOOK : getting senior management buy-in
- 10. 7-point business case 5. reputational benefits -clearer positioning -improved customer access -better conversation -quicker learning Perception is that public sector is poor – actually, there are some exemplars in social media. Learn from your peers. FACEBOOK : getting senior management buy-in
- 11. 7-point business case 6. The world has changed -Do we really want to get left behind? -Press releases to newspapers which are going out of business… -Where will your organisation be in 5-years time if you don’t embrace and engage? FACEBOOK : getting senior management buy-in
- 12. 7-point business case 7. Don’t be afraid to remind them… FACEBOOK : getting senior management buy-in
- 13. Social media isn’t just for geeks… FACEBOOK : getting senior management buy-in
- 14. 5 ‘don’ts’ FACEBOOK : getting senior management buy-in
- 15. Getting senior management buy-in 5 ‘don’ts’ 1.Don’t spend months organising a social media group and trying to get everyone into a room on the 12th of never…
- 16. 5 ‘don’ts’ 2. Don’t spend months writing a complicated social media strategy FACEBOOK : getting senior management buy-in
- 17. 5 ‘don’ts’ 3. Don’t forget your ‘helicopter view’ – strategic, not tactical FACEBOOK : getting senior management buy-in
- 18. 5 ‘don’ts’ 4. Don’t forget your staff… FACEBOOK : getting senior management buy-in
- 19. 5 ‘don’ts’ 5. Don’t do what you’ve always done before – innovate, evolve… FACEBOOK : getting senior management buy-in
- 20. 5 ‘do’s’ FACEBOOK : getting senior management buy-in
- 21. 5 ‘do’s’ 1. Clearly set out and share your objectives & desired outcomes FACEBOOK : getting senior management buy-in
- 22. 5 ‘do’s’ 2. Do take time to understand and then manage expectations… FACEBOOK : getting senior management buy-in
- 23. 5 ‘do’s’ 3. Do consistently state the opportunity it presents to efficiently and effectively engage with your residents, your customers and your staff… FACEBOOK : getting senior management buy-in
- 24. 5 ‘do’s’ 4. Do make it clear that you can’t always control the message. And that’s ok. FACEBOOK : getting senior management buy-in
- 25. 5 ‘do’s’ 5. Do create a launch campaign that can galvanise colleagues and partners and provide a kick-start… FACEBOOK : getting senior management buy-in
- 26. The best plans are the simple ones… As a team or working group agree what you want to achieve then make a plan … keep it simple, stick to it, work together, make it happen. FACEBOOK : getting senior management buy-in
- 27. So, it’ll be easy now, yes? Not necessarily. So what else can we do to convince the powers that be… FACEBOOK : getting senior management buy-in
- 28. 5 tactics that work (and are simple… ) 1. The Bear Trap 2. Try something small, keep it to yourself… 3. Get yourself a friend, a supporter, an advocate, a sponsor 4. If you have to pitch your proposal – pitch it to someone who can say ‘yes’ 5. BUT – you may only get one chance to pitch, so get it right FACEBOOK : getting senior management buy-in
- 29. They still won’t listen… So, get some help - invite someone external to talk to your senior management team FACEBOOK : getting senior management buy-in
- 30. And don’t forget one of the greatest selling points of all… It’s FREE… You are not asking for money FACEBOOK : getting senior management buy-in
- 31. And ask them straight: - Do we trust our staff? - Do we want to empower them? - Aren’t they our greatest asset? So let’s provide the tools to deliver. FACEBOOK : getting senior management buy-in
- 32. When things go wrong: FACEBOOK : getting senior management buy-in
- 33. Have a plan. Do make it absolutely clear that if things do go ‘wrong’, they must not close it all down. That would be a huge mistake. FACEBOOK : getting senior management buy-in
- 34. So, what next… Senior managers like strategies… Here’s an effective social media strategy: JFDI How many big strategies do you already have and how effective have they all been? FACEBOOK : getting senior management buy-in
- 35. So, what next… If you win that battle, they’ll make you write a detailed protocol… Is that necessary? FACEBOOK : getting senior management buy-in
- 36. No – social media guidelines can be created using just 140 characters FACEBOOK : getting senior management buy-in
- 37. Getting senior management buy-in Let’s recap - You may need a business case - You need a plan, a vision - Simple is often best… - You have some tactics to make it fly -You have help/support out there -Be brave – don’t be afraid to challenge
- 38. thanks for being social FACEBOOK : getting senior management buy-in
- 39. Questions? Panel session www.comms2point0.co.uk Twitter: @comms2point0 Twitter: @darrencaveney Photo credits – US National Archive