How do you get your company to see the value of social media? (PCB4 Session)

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How do you get your company to see the value of social media?

Facilitated by @JamiePappas

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#PCB4 @JamiePappas © Jamie J. Pappas. All rights reserved.

The idea

How do you introduce the idea and to whom?

§  Define the goals §  Anticipate possible objections

§  Determine the “key players” §  Pitch the idea

§  Be open to feedback

§  Refine the plan

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The tools

How do you determine what social media tools to use and how do you educate on them?

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The money

How do you secure executive sponsorship and program funding?

§  Tap into executives that “get it” or

have shown an interest

§  Highlight realistic goals §  Be honest with budgetary needs

§  Consider a “pilot” or “beta” rollout

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The training

How do you educate on the tools?

§  Online training §  Opt-in training

§  Lunch-N-Learns §  Podcasts

§  “Train the trainer”

§  Set expectations/guidelines for use

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The launch

How do you roll it out to the company?

§  Audience – pilot or full rollout? §  Marketing/ communications

channels §  WOM

§  Advocates/Evangelists

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The skeptics

How do you handle the naysayers, those that don't see the value or support the idea?

§  Anticipate possible objections §  Acknowledge concerns

§  Engage in friendly dialogue §  Respect critical feedback

§  Educate where ever possible

§  Accept that social media is not for everyone

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The measurement

How do you measure the impact and success?

§  “Find-ability” §  User Participation & Returns

§  Listening & Acting §  Progressive Participation

§  Sentiment

§  Learning §  Improved costs, processes,

products, customer retention, etc.

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The value

What can social media be for the business?

§  Collaboration, communication, and culture

§  Influencer of purchasing decisions §  Early warning system for negative

and positive opportunities

§  Barrier to entry from competitive threats

§  Demonstration of the brand in action

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A few key ingredients

§  Executive sponsorship §  Funding

§  Defined goals/purpose §  Defined “rules of engagement”

§  Partnerships are key (IT, HR, Legal, PR, Business Units, etc.)

§  Group of passionate folks

§  Patience §  Perhaps a leap of faith

How do you make it all work?

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Please feel free to reach out to me to chat further

Jamie Pappas @JamiePappas jamiepappas.typepad.com

How do you get your company to see the value of social media? (PCB4 Session)

Technology

Transcript of How do you get your company to see the value of social media? (PCB4 Session)