collaboration on social media sales leading horse to water june 1 2011
DESCRIPTION
Our own @skipshoe facilitated this conversation at the SoMeBizLife conference on June 1, 2011 with about 30 Philly area Social Media Pros. This version contains the "Collaborative" content generated by the group.TRANSCRIPT
Copyright © 2011 Philly Marketing Labs. All Rights Reserved. 1
Leading a Horse to Water: Pitching Social Media to Organizational Leaders
June 1, 2011
A Conversation Facilitated by Skip Shudawww.phillymarketinglabs.com
Philly M
arketing Labs
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Skip Shuda, conversation facilitator
Leading the Horse to Water. Pitching Social Media to Organizational Leaders
How do social media professionals show leaders why they should invest in social media for their organizations? In this interactive session, Skip Shuda will lead social media professionals through a conversation of how we can most effectively demonstrate the value of social media to business, non-profit and other leaders.Image Credit:
http://whydowehavetodothissir.blogspot.com/2011/05/leading-horse-to-water.html
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arketing Labs
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Starter Questions
• Is this client ready for Social Media?
• Reluctant participants. What are the common objections we hear from managers?
• “Prove it to me.” How can we demonstrate value to our prospective clients?
• Setting expectations for social media noobs
• What is our mission as social media evangelists?
• OTHER QUESTIONS FROM COLLABORATIVE EFFORT: How do you go about mining content in the organization? How can you source content within the organization?
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arketing Labs
ARE THEY READY?
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arketing Labs
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Is this client ready for Social Media?
1. Client calls you to help with Social Media – but doesn’t have a goal or objective
2. They want to use social media to drive sales
3. The client’s web presence was created in 1998 – or by the neighbor’s nephew – or both
4. The client’s broader team is opposed to Social Media
5. What else? (collaborative results on next page)1. Integration of Social Media with other efforts
2. Accountability for Social Media efforts
3. Expectation of Instant Returns
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arketing Labs
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(Collaboration) Is this client ready for Social Media?
1. Integration of Social Media with other efforts
2. Accountability for Social Media efforts
3. Expectation of Instant Returns
4. Expectation around Cost - that Social Media is Free1. Tactic: Translate to their internal costs
2. Tactic: Assess their internal team for leverage points in Social Media efforts
3. Tactic: Whisper quotes to provide an early expectation of “range” to see if client qualifies
4. Tactic: “Would you expect your marketing person to work for free?”
5. Check out www.Holacracy.org for ideas on dynamic/agile governance
6. Use “roles and accountabilities” for Social Media execution
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See
It
Say
It
Be
It
• Drive a vision for your industry• Promote a Point Of View• Thought Leadership
Mastery
• Social Media: Blogs, Twitter, YouTube, Podcasts, …• Email Marketing• Word of Mouth
Conversation
• Conversion Sequence• Persuasion architecture
Conversion
• SEO, Pay Per Click• Direct Marketing• Link Building
Visibility
• Brand • Market position• Message
Product Position
• Market Testing• Market & Trends Analysis• Competitive intelligence
Market Knowledge
• Introspection • Business Model Development• Market Plan
Self Knowledge
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arketing Labs RELUCTANT PARTICIPANTS
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arketing Labs
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What are the common objections we hear from managers?
1. WIIFM - If you can’t demonstrate that sales result from Social Media, then why should I invest in it?
2. Time… how much time will this require of me and/or my staff?
3. Doesn’t participating in Social Media put us at a higher risk for negative PR?
4. My customers aren’t on Social MediaImage Credit: http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org
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arketing Labs
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What are the common objections we hear from managers?
1. What if something like this happens?
2. Other objections? (Collaboration)
3. Not enough money in budget
4. Cost
5. Return
Image Credit: http://www.egmcartech.com/2011/03/09/tweeting-gone-wrong-chryslerautos-twitter-account-drops-f-bomb/
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“PROVE IT TO ME.”
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arketing Labs
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What Responses Would You Give to These Objections?
1. If you can’t demonstrate that sales result from Social Media, then why should I invest in it?
2. Time… how much time will this require of me and/or my staff?
3. Doesn’t participating in Social Media put us at a higher risk for negative PR?
4. My customers aren’t on Social MediaImage Credit:http://www.maineahead.com/rt_rich_brooks_lynnelle_wilson_nancy_marshall/
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arketing Labs
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Collaboration: What Responses Would You Give to These Objections?
1. Point out over-expectations on Social Media
2. Point out “your brand is already being defined by the conversations taking place”
3. Ask – “How much of your business comes from referrals/WOM?”
4. Embed/integrate sales applications or transactions with Social Media (e.g. option to Tweet “Hey I just bought a cool widget from widgetseller.com”)
5. Apps/Platforms: Shoutlet and Buddy Media
6. Education around perceptions
7. Short Bursts of Social are counter-productive. What is the tipping point. Where are you in your SM adoption cycle – and how will your needs change/grow over time?
8. Explain time required for a Social Media project
9. Set Goals & Objectives
10. Arbitrage opportunity on Social Media: Source: Morgan Stanley’s Mary Meeker at Web2.0 Summit. http://www.youtube.com/watch?v=7yL9yrttESI&p=2737D508F656CCF8
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arketing Labs
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How can we demonstrate value to our prospective clients?
1. Create case studies
2. Educate: Deeply understand the different ways Social Media can be measured
3. Educate: Deeply understand how action follows from measurement
4. Demonstrate what the competition is accomplishing
5. What Else?
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arketing Labs
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Collaboration: How can we demonstrate value to our prospective clients?
1. Start with a deep listening project
2. Provide a playbook/roadmap
3. Identifying resources you already have1. Recruit your clients
2. Create trust – learn to let go
4. ROI is “Risk of Ignoring”
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arketing Labs
SETTING EXPECTATIONS
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arketing Labs
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Setting expectations for social media noobs
1. How long will “getting traction” take?
2. Which channels should I be participating in?
3. Can’t I just copy stuff from one channel to the next?
4. How can I best promote my products and services in Social Media?
5. How will I know if its working?
6. What else?
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arketing Labs
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BUBBLE CHART BEFORE AND AFTER
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arketing Labs
WHAT IS YOUR MISSION?
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arketing Labs
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What is our mission as social media evangelists?
1. Teach the Power of Sharing and an Abundance Mentality
2. Work Ourselves Out of a Job
3. Stop the Meanness
4. What’s Your Mission?
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arketing Labs
RESOURCES
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arketing Labs
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Referenced Resources:
Social Media Return:• Olivier Blanchard’s site on SM ROI.
http://smroi.net/• http://www.penn-olson.com/2010/02/09/the-basic
s-of-social-media-roi/
The Pyramid of Marketing Needs:• Old Skip Shuda Narration of the Pyramid.
http://www.phillymarketinglabs.com/philadelphia-internetmarketing-services/philadelphia-internetmarketing-strategy/
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arketing Labs
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Thank You!
Skip ShudaVision Mover, Co-Founder
Philly Marketing Labswww.phillymarketinglabs.com
[email protected]@SkipShoe on Twitter