Selling Social Media to Your Boss

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web communication for real people Selling Social Media to Your Boss: A Seven-Step Plan Cynthia Closkey Big Big Design IABC/Pittsburgh, 21 Jan 2010

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*You* know social media is a great tool for marketing, customer feedback and developing valuable communities. *Your boss* thinks it's a waste of resources -- or even a danger to the organization. How should you make your case?In this presentation, Cynthia Closkey of Big Big Design shows what managers and top-level executives need to know about social media and online networking. She highlights resources for finding examples and statistics that carry weight and shows you a simple, seven-step plan for helping your organization move ahead.

Transcript of Selling Social Media to Your Boss

  • 1. Selling Social Media toYour Boss: A Seven-Step Plan Cynthia Closkey Big Big Design IABC/Pittsburgh, 21 Jan 2010

2. 3. 4. 1. Start Listening

  • Monitor what is being said online
    • About your company
    • About your competitors
    • About your market
  • Dont react yet; gather information
    • Look for trends
    • See who is participating
    • Get a feel for whats happening

5. How to Listen & Measure

  • Your primary tool: dashboard ofRSS feeds
    • Google & Google Blogsearch Alerts
    • Twitter Search
    • Technorati
    • YouTube
  • Bookmark key articles & data points
  • Choose a few credible number sources
    • Alexa
    • Quantcast

6. 2. Align with Your Organizations Goals

  • Choose one of your organization's major objectives to address
    • No formal objectives? Articulate some: Increase sales, Increase market share, Reduce costs
  • Determine how social media could help fulfill the objective
    • Online-only discounts -> Increased sales
    • Passionate customers -> Increased market share
    • Online discussion -> Lower support costs

7. 3. Match Your Idea with Data

  • Choose data & examples(from step 1) that apply to organizational objective(from step 2)
  • Assess which social network will have the most value & impact in reaching the objective
    • Use Quantcast

8. 4. Follow a Model

  • Choose an example of someone else doing something similar: case study
  • Map to your organization
    • Situation
    • Objectives
    • Actions
    • Results

9. 5. Create a Proposal

  • Develop a plan for a pilot project
    • Simple, low-cost, focused
    • Finite duration
    • Measurable results
  • Create a one-page proposal
    • Goals
    • Costs and resources (including time)
    • Schedule
    • How youll measure results

10. Ideas for Pilot Projects

  • Facebook fan page
  • Twitter account to respond to comments/criticisms
  • Internal-only twitter or collaboration
    • Yammer & Teambox
  • Blog -- especially special-purpose or short-term blog
  • Twitter contest (need really good prize plus follow-through plan)
  • Internal-use wiki

11. Setting Expectations & Building Momentum

  • Facebook & forums
    • If membersdontknow each other, need 400 members + real interaction from humans in your organization for active conversation
    • If membersdoknow each other, smaller group can have discussion, but anticipate that many people will only read/not comment (lurkers)

12. Setting Expectations & Building Momentum

  • Twitter
    • Need to respond same day or next day & sound like a human
      • Offer offline ways to connect(phone, direct email)
    • No more than 50% links and automated tweets
    • Must have a follow-up plan for continuing relationships after any giveaway/contest

13. Setting Expectations & Building Momentum

  • Blogs
    • Developing a voice takes at least100 posts
      • May start to get the hang of it in1 month / 30 posts
    • Must participate/comment on others sites to become part of the community(and generate interest in your own site)

14. 6. Anticipate Objections

  • Prepare to answer questions& address concerns
    • Risks to the organization
    • Past experiences and how this differs
    • Organizational culture
  • Dont include them in the proposal!
    • Put on a separate page for your reference

15. Common Objections/Questions

  • Its all people saying what they had for lunch.
  • Our customers arent online.
  • What if someone writes something bad?
  • Who has time for this stuff?
  • What if it doesnt work?
  • This needs to go throughMarketing/Customer Support/Legal/etc.

16. 7. Make Your Case

  • Present in a short, face-to-face meeting
  • Let her/him ask questions
  • Be ready with answers
  • Admit what you don't know
  • Uncover the hurdles
    • If I can address that concern,would you say yes?

17. 18. More Resources

  • How to sell social media to cynics, skeptics, & Luddites, Robin Broitman
  • Social Media Case Studies Superlist, Robin Broitman

19. Fallback Plan

  • Send boss to our workshop:Social Media:What Every Executive Needs to Know(& your employees already know!)

20. Contact me

  • Cynthia Closkey
    • Big Big Design ( )
    • [email_address]
    • @cynthiacloskey on Twitter