Facebook in the public sector Getting senior management buy-in Darren Caveney I Glasgow, 21 June...

Facebook in the public sectorGetting senior management buy-in

Darren Caveney I Glasgow, 21 June 2012

Getting senior management buy-in

How often are you having to make the case for using social media?

Getting senior management buy-inReally, there are barriers?


So, how do we turn that around and get buy-in?


“what we need is a plan” Here’s one…


Seven-point business case…

1. Talk in senior management language…-Don’t prattle on about social media-Talk about ‘delivering digital engagement’-Talk about innovation-Talk about customer experience-Talk about channel shift-Talk about VFM communications


Seven-point business case

2. Be strategic, not tactical-Position social media as a strategic solution, not just a tactical tool-It’s not about social media – it’s about engaging customers-It’s a ‘marketing-led’ approach to business: It’s what many customers want, expect, demand



3. It’s about the metrics- The numbers are compelling and undeniable-If Facebook were a country… yeah, yeah, yeah-It’s where many customers are/where their conversations take place-50% people now follow ‘brands’ on social media*-36% users post brand related content*

*Source: thesocialskinny.com

Getting senior management buy-in3. It’s about the metrics

Need to make it local and relevant, evidence-based* Shifting sands – check your local paper’s ABC figures, compare them to the performance of digital channels and platforms Create an infographic of media/channel use in your area Know your market – and use it to create robust business cases...

- 61% of Scottish adults have broadband access (that’s around 2.9million residents)- In Greater Glasgow it stands at 50% (that’s 271,000 residents)- Over 90% of adults have a mobile phone, 21% of these are smartphones- Smartphone usage by 16 – 34 yr-olds is joint highest in UK- Scottish consumers use of data on mobile handsets has increased 40% in past 12 months- 1.5million Scottish residents use social networking sites- The average user spends 13.8 hours per week on the internet- 75% of Scottish businesses have broadband access

*Source: Ofcom: Communications Market Report – Scotland (Aug 2011)



4. What’s the story…-Talk up the opportunity to tell your organisation’s story-Paint a picture, create a narrative-Be human, be open-And anyway, why rely on a newspaper to tell your story?


Seven-point business case5. Reputational benefits-Positioning-Access-Conversation-Listening and learning-Perception is that public sector is poor – actually, there are some exemplars in social media



6. The world has changed

-Do we really want to get left behind?-Press releases to newspapers which are going out of business…-Where will your organisation be in 5-years time if you don’t embrace and engage?



7. Don’t be afraid to remind them…

Getting senior management buy-inFacebook and social media isn’t just for geeks…


Five ‘don’ts’ (to sell to your management team…)


Five ‘don’ts’1.Don’t spend months organising a social media group and trying to get everyone into a room on the 12th of never…

Getting senior management buy-inFive ‘don’ts’2. Don’t spend months writing a complicated social media strategy


Five ‘don’ts’3. Don’t forget your ‘helicopter view’ – strategic, not tactical

Getting senior management buy-inFive ‘don’ts’4. Don’t forget your staff…

Getting senior management buy-inFive ‘don’ts’5. Don’t do what you’ve always done before – innovate, evolve…


Five ‘do’s’

(to sell to your management team…)


Five ‘do’s’1. Do share your objectives & outcomes


Five ‘do’s’2. Do understand and manage expectations…

Getting senior management buy-inFive ‘do’s’3. Do keep selling the opportunity to engage with your residents, your customers and your staff…

Getting senior management buy-inFive ‘do’s’4. Do point out that it is no longer possible to ‘control the message’

Getting senior management buy-inFive ‘do’s’5. Do create a campaign that can galvanise and provide a kick-start…


The best plans are the simple ones…

Agree what you want to be famous for… keep it simple, stick to it,work together, make it happen


So, it’ll be easy now, yes?

Not necessarily. What else can we do to convince the powers that be…


Five tactics that work (and are simple… )

1. The Bear Trap2. Try something small, keep it to yourself…3. Get yourself a friend, a supporter, an advocate, a

sponsor4. If you have to pitch your proposal – pitch it to

someone who can say ‘yes’5. BUT – you may only get one chance to pitch, so

get it right


They still won’t listen…

So, get some help - invite someone external to talk to your senior management team


And don’t forget one of the greatest selling points of all…

It’s flipping FREE… You are not asking for money


And ask them straight:

- Do we trust our staff? - Do we want to empower them? - Aren’t they our greatest asset?

So let’s provide the tools to deliver.


When things go wrong:


When things go wrong…

Do make it absolutely clear that if thingsdo go ‘wrong’, they must not close it all down.

That would be a huge mistake, A risk.


So, what next…

Senior managers like strategies…

Here’s an effective social media strategy: JFDI

How many big strategies do you already have and how effective have they all been?


So, what next…

If you win that battle, they’ll make you write a detailed protocol…

Is that necessary?


No – social media guidelines in 140 characters


Let’s recap

- You may need a business case- You need a plan, a vision- Simple is often best…- You have some tactics to make it fly-You have help/support out there-Be brave – don’t be afraid to challenge


thanks for being social

Questions? Panel session

www.comms2point0.co.uk

Twitter: @comms2point0Twitter: @darrencaveney

Facebook in the public sector Getting senior management buy-in Darren Caveney I Glasgow, 21 June...

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