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Selling Social Media to Skeptics

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Selling Social Media to Skeptics

  1. 1. Selling Social to SkepticsTamsen McMahon @tamadear
  2. 2. SELLING SOCIAL TO SKEPTICS Tamsen S. McMahon VP, Digital Strategy Allen & Gerritsen 5 June 2012 @tamadear
  3. 3. ?@tamadear
  4. 4. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “I don’t use Facebook.” “We’ll just get an intern to do it.” “I don’t even know where to start.” “I don’t need that “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  5. 5. Ideas are easy. Selling them is hard.@tamadear
  6. 6. CHANGE AFTER BEFORE@tamadear
  7. 7. BEFORE (denial)@tamadear
  8. 8. Every no is a path to yes.@tamadear
  9. 9. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html SEVEN STAGES@tamadear
  10. 10. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html SHOCK SEVEN STAGES@tamadear
  11. 11. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html DENIAL SHOCK SEVEN STAGES@tamadear
  12. 12. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html DENIAL NEGOTIATION SHOCK SEVEN STAGES@tamadear
  13. 13. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html DENIAL NEGOTIATION SHOCK DEPRESSION SEVEN STAGES@tamadear
  14. 14. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html DENIAL NEGOTIATION SHOCK ACCEPTANCE DEPRESSION SEVEN STAGES@tamadear
  15. 15. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html DENIAL NEGOTIATION EXPERIMENTATION SHOCK ACCEPTANCE DEPRESSION SEVEN STAGES@tamadear
  16. 16. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html INTEGRATION DENIAL NEGOTIATION EXPERIMENTATION SHOCK ACCEPTANCE DEPRESSION SEVEN STAGES@tamadear
  17. 17. Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/ and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html INTEGRATION DENIAL NEGOTIATION EXPERIMENTATION SHOCK ACCEPTANCE DEPRESSION SEVEN STAGES@tamadear
  18. 18. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “Why would we need to “I don’t use Facebook.” “We’ll just get an intern to do it.” be in social media?” that “I don’t even know where to start.”“I don’t need “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  19. 19. Make it URGENT.@tamadear
  20. 20. @tamadear
  21. 21. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “Radio/TV/Print “I don’t use Facebook.” “We’ll just get an intern to do it.” works just fine“I for need that “I don’t even know where to start.” don’t us.” “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  22. 22. Make it NECESSARY.@tamadear
  23. 23. @tamadear
  24. 24. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “I don’t use Facebook.” “I don’t use Facebook.” “I don’t even know where to start.” “We’ll just get an intern to do it.” “I don’t need that “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  25. 25. Make it BIG.@tamadear
  26. 26. @tamadear
  27. 27. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “I can barely get “I don’t use Facebook.” “We’ll just get an intern to do it.” my job done already!” “I don’t even know where to start.” “I don’t need that “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  28. 28. Make it LITTLE.@tamadear
  29. 29. @tamadear
  30. 30. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “I don’t even know “I don’t use Facebook.” “We’ll just get an intern to do it.” where to start.”need that “I don’t even know where to start.” “I don’t “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  31. 31. Make it MAKE SENSE.@tamadear
  32. 32. @tamadear
  33. 33. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “I don’t use Facebook.” “It’ll never work. need that “I don’t even know where to start.” “I don’t ” “We’ll just get an intern to do it.” “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  34. 34. Make it EASY.@tamadear
  35. 35. @tamadear
  36. 36. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “Why “This will never work.” “We have 5 likes.We have 5 followers. e need 500,000. there an app for that?.” “It’s kids’ stuff.” We need 500,000. “I don’t use Facebook.” “We’ll just get an intern to do it.” Is there an app for that “I don’t even know where to start.” “I don’t need “I can barely get my job “It’s too that?.” done already!” “We don’t have anything to say! complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear
  37. 37. Make it THEIRS.@tamadear
  38. 38. @tamadear
  39. 39. Everyone will tell you how to sell to them... if you listen hard enough.@tamadear
  40. 40. ?@tamadear
  41. 41. Who really uses it?” “We don’t have the resources.” “We’re regulated.” change what’s working?” “WhyWe have 5 followers. e need 500,000. “This will never work.” there an app for that?.” “It’s kids’ stuff.” “I don’t use Facebook.” Thank you. need that “We’ll just get an intern to do it.” “I don’t even know where to start.” “I don’t “I can barely get my job done already!” “We don’t have anything to say! “It’s too complicated.” “PFFT. FAD.” “Radio/Print/TV works just fine for ET OFF MY LAWN!” us.” @tamadear

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