Selling Social Media to Your Boss A Seven-Step Plan

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					Selling Social Media to Your Boss:
A Seven-Step Plan

Cynthia Closkey
Big Big Design
PCPGH4, 10.10.2009
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
How to Listen & Measure
   Your primary tool: “dashboard” of RSS feeds
    –   Google & Google Blogsearch Alerts
    –   Twitter Search
    –   Technorati
    –   YouTube
 Bookmark key articles & data points
 Choose a few credible number sources
    – Alexa
    – Quantcast
2. Align with Your Organization

   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
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
    – Use Quantcast
4. Follow a Model

 Choose an example of someone else
  doing something similar: case study
 Map to your organization
    – Situation
    – Objectives
    – Actions
    – Results
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 you’ll measure results
6. 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
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.
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 addressed that concern,
      would you say yes?”
More Resources

   “How to sell social media to cynics,
    skeptics, & Luddites,” Robin Broitman


   “Social Media Case Studies Superlist,”
    Robin Broitman
Fallback Plan

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

   Cynthia Closkey
    – Big Big Design (
    – @cynthiacloskey on Twitter