4. Objection #4: 4
Social media is
great for
companies
trying to reach
teens... but our
customers
aren’t using it.
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5. The average age of
users on every
major social
network... over 35.
Women outnumber
men on nearly
every social
network and social
media site.
5
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7. Objection #3:
People hide behind
social media as a
tool to be mean,
rude and critical of
our organization.
7
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8. 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 8
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10. Objection #2:
It takes too much time &
staff expertise that we
just don’t have.
10
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11. get training, get help, dedicate resources and commit
11
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12. 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.
12
Monday, April 4, 2011
13. Objection #1: You can’t measure
social media, so how will we
know if it’s worth the time/
money/effort/angst?
13
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14. The Trinity of Measurement
Interest
Attitudes
Action 14
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15. Measuring Interest
- Web traffic
- Page views
- Click-thrus
- Blog or other mentions
- Downloads
- Followers on Twitter
- Friends on Facebook
15
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16. Measuring Attitudes
- Tonality of comments and posts
- Inclusion of key messages in content
- Share of conversation
- Measure of relationships
- “Likes” via Facebook
16
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17. Measuring Actions
- Interactions
- Revenue raised
- Items sold
- Purchase intent
- New sales leads
- Subscribers
17
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18. 18
Ready for the
next step?
Prepare your argument
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19. 19
1. Start Listening
+ Monitor what is being said online
+ About your company
+ About your competitors
+ About your market
+ Don’t react yet; gather information
+ Look for trends
+ See who is participating
+ Get a feel for what’s happening
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20. 2. Align with Your 20
Organization’s 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
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21. 3. Create a Clear, 21
Actionable 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 you’ll measure results
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22. Ideas for Pilot 22
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
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23. 23
4. Anticipate Objections
+ Prepare to answer questions
& address concerns
+ Risks to the organization
+ Past experiences and how this differs
+ Organizational culture
+ Don’t include them in the proposal!
+ Put on a separate page for your reference
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24. 24
Common Objections/
Questions
+ It’s all people saying what they had for lunch.
+ Our customers aren’t online.
+ What if someone writes something bad?
+ Who has time for this stuff?
+ What if it doesn’t work?
+ This needs to go through
Marketing/Customer Support/Legal/etc.
Monday, April 4, 2011
25. 25
5. 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?”
Monday, April 4, 2011
27. 27
Fallback Plan
+ Send boss to our virtual workshop:
Social Media: What Every Executive Needs to Know
(& your employees already do know!)
+ email lauren@socialmediasolutionsllc.com for more
information
Monday, April 4, 2011
28. 28
Contact me
+ Lauren Candito
+ Social Media Solutions (www.SocialMediaSolutionsLLC.com)
+ lauren@socialmediasolutionsllc.com
+ @sms_connect on Twitter
Monday, April 4, 2011
