Justifying Social Media to Management
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Top Social Media Objections/Concerns & How to Successfully Mitigate Them 1 Monday, April 4, 2011
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Transcript of Justifying Social Media to Management
Top Social Media Objections/Concerns& How to Successfully Mitigate Them
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Monday, April 4, 2011
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Objection #4: Social media is
great for companies
trying to reach teens... but our
customers aren’t using it.
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The average age of users on every
major social network... over 35.
Women outnumber men on nearly
every social network and social
media site.
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The Marketing Funnel
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Objection #3:People hide behind
social media as a tool to be mean,
rude and critical of our organization.
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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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Objection #2: It takes too much time & staff expertise that we
just don’t have. 10
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get training, get help, dedicate resources and commit11
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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.
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Objection #1: You can’t measure social media, so how will we know if it’s worth the time/
money/effort/angst?
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The Trinity of Measurement
InterestAttitudes
Action14
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Measuring Interest
- Web traffic - Page views- Click-thrus
- Blog or other mentions- Downloads
- Followers on Twitter - Friends on Facebook
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Measuring Attitudes
- Tonality of comments and posts - Inclusion of key messages in content
- Share of conversation- Measure of relationships
- “Likes” via Facebook
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Measuring Actions - Interactions
- Revenue raised - Items sold
- Purchase intent - New sales leads
- Subscribers
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Ready for the next step?Prepare your argument
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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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2. Align with Your 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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3. Create a Clear, 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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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
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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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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.
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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?”
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Fallback Plan
+ Send boss to our virtual workshop: Social Media: What Every Executive Needs to Know (& your employees already do know!)
+ email [email protected] for more information
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Contact me
+ Lauren Candito
+ Social Media Solutions (www.SocialMediaSolutionsLLC.com)
+ @sms_connect on Twitter
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