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Verve Social Media Boot Camp
                                  September 23, 2011

Friday, September 23, 2011
Making the business case for social media....
            Responding to your (boss’) biggest objections




Friday, September 23, 2011
Objection #5
                             These social media tools are just a
                             fad. Why spend the time/money?




Friday, September 23, 2011
Friday, September 23, 2011
Friday, September 23, 2011
Friday, September 23, 2011
Friday, September 23, 2011
Friday, September 23, 2011
http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html

Friday, September 23, 2011
Friday, September 23, 2011
People Creating: blogs
                             People Connecting: social networks
                             People Collaborating: wikis
                             People Reacting: forums, ratings and reviews
                             People Organizing Content: tags




Friday, September 23, 2011
Objection #4:
      Social media is
          great for
         companies
      trying to reach
      teens... but our
         customers
       aren’t using it.




Friday, September 23, 2011
The average age of
                           users on every
                            major social
                         network... over 35.

                        Women outnumber
                        men on nearly every
                        social network and
                         social media site.


Friday, September 23, 2011
The Marketing Funnel

Friday, September 23, 2011
The Marketing Funnel

Friday, September 23, 2011
Objection #3:
  People hide behind
   social media as a
    tool to be mean,
  rude and critical of
   our organization.




Friday, September 23, 2011
You’re right! And they are going to complain whether
          you are listening and responding or not.




                     Social Media is a Convergence of PR,
                       Marketing and Customer Service
Friday, September 23, 2011
Friday, September 23, 2011
Objection #2:
                             It takes too much time &
                              staff expertise that we
                                   just don’t have.
Friday, September 23, 2011
get training, get help, dedicate resources and commit

Friday, September 23, 2011
What not to do:
       - Don’t hand your social media over to an intern
       - Don’t be afraid to try stuff out
       - Don’t jump in without trying it for yourself with
       personal accounts first.




Friday, September 23, 2011
Objection #1: You can’t measure
                              social media, so how will we
                               know if it’s worth the time/
                                  money/effort/angst?




Friday, September 23, 2011
The Trinity of Measurement




                  Interest
                              Attitudes
                                          Action
Friday, September 23, 2011
Resources.

       4: http://www.forrester.com/Groundswell/ladder.html, http://www.coneinc.com/
       content1182
       5: http://www.forrester.com/Groundswell/ladder.html
       6: http://www.forrester.com/Groundswell/profile_tool.html
       8: http://www.briansolis.com/2009/10/in-world-of-social-media-women-rule/
       http://www.istrategylabs.com/2009-facebook-demographics-and-statistics-report-276-
       growth-in-35-54-year-old-users/
       11: http://www.twitter.com/amazinggoop
       16: http://www.slideshare.net/kamichat/prove-it-tools-and-techniques-to-measure-the-
       effectiveness-of-social-media
       20: http://www.techcrunch.com/2009/07/20/the-most-engaged-brands-on-the-web/




Friday, September 23, 2011

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SMBC Overview presentation

  • 1. Verve Social Media Boot Camp September 23, 2011 Friday, September 23, 2011
  • 2. Making the business case for social media.... Responding to your (boss’) biggest objections Friday, September 23, 2011
  • 3. Objection #5 These social media tools are just a fad. Why spend the time/money? Friday, September 23, 2011
  • 11. People Creating: blogs People Connecting: social networks People Collaborating: wikis People Reacting: forums, ratings and reviews People Organizing Content: tags Friday, September 23, 2011
  • 12. Objection #4: Social media is great for companies trying to reach teens... but our customers aren’t using it. Friday, September 23, 2011
  • 13. The average age of users on every major social network... over 35. Women outnumber men on nearly every social network and social media site. Friday, September 23, 2011
  • 14. The Marketing Funnel Friday, September 23, 2011
  • 15. The Marketing Funnel Friday, September 23, 2011
  • 16. Objection #3: People hide behind social media as a tool to be mean, rude and critical of our organization. Friday, September 23, 2011
  • 17. You’re right! And they are going to complain whether you are listening and responding or not. Social Media is a Convergence of PR, Marketing and Customer Service Friday, September 23, 2011
  • 19. Objection #2: It takes too much time & staff expertise that we just don’t have. Friday, September 23, 2011
  • 20. get training, get help, dedicate resources and commit Friday, September 23, 2011
  • 21. What not to do: - Don’t hand your social media over to an intern - Don’t be afraid to try stuff out - Don’t jump in without trying it for yourself with personal accounts first. Friday, September 23, 2011
  • 22. Objection #1: You can’t measure social media, so how will we know if it’s worth the time/ money/effort/angst? Friday, September 23, 2011
  • 23. The Trinity of Measurement Interest Attitudes Action Friday, September 23, 2011
  • 24. Resources. 4: http://www.forrester.com/Groundswell/ladder.html, http://www.coneinc.com/ content1182 5: http://www.forrester.com/Groundswell/ladder.html 6: http://www.forrester.com/Groundswell/profile_tool.html 8: http://www.briansolis.com/2009/10/in-world-of-social-media-women-rule/ http://www.istrategylabs.com/2009-facebook-demographics-and-statistics-report-276- growth-in-35-54-year-old-users/ 11: http://www.twitter.com/amazinggoop 16: http://www.slideshare.net/kamichat/prove-it-tools-and-techniques-to-measure-the- effectiveness-of-social-media 20: http://www.techcrunch.com/2009/07/20/the-most-engaged-brands-on-the-web/ Friday, September 23, 2011