selling social media to senior management
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Selling Social Media to Senior Management. Micah Laney Digital Communications, Walmart. Who is this guy?. I work at Walmart On the Global Associate Communications Team As part of the Digital Strategy Team The result: A techie on a comms team in a retail company. What have you done?. - PowerPoint PPT PresentationTRANSCRIPT
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Selling Social Media to Senior Management
Micah LaneyDigital Communications, Walmart
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Who is this guy?
• I work at Walmart
•On the Global Associate Communications Team
•As part of the Digital Strategy Team
•The result: A techie on a comms team in a retail company
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What have you done?
•3rd iteration of the extranet, walmartone.com, launched last month
•More than 1 million employees are registered and visiting every month
•Everything in this presentation, three times
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Part 1: What you see
•More social, more fun, more collaboration means it’s more better
• Increased communication and productivity
•Happy employees and clients
•Puppy dogs and rainbows
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Part 2: What they see
•Risk, expenses and loss of control
•Worst case scenarios
•General doom and gloom
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Part 3: The goal
•Communicate what you want
•Understand what they want
•Move from “you” to “us”
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Part 4: What it takes
•Storytelling
• In-depth planning and analysis
•Partnership
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Then we’re done
•Cool?
•But first...
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Part 1: What you see
• It’s awesome
•Everyone is doing it
•Seriously, it’s awesome
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Games
• Improved engagement because people want to participate
• It’s sticky, because people want to win
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My Sustainability Plan
•The idea:Let’s get employees to engage in a wellness program
•The how:Make it fun! Make it a website! Make it a fun website!
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Collaboration
• Ideas all over the place
•The best will organically bubble up to the top
•The customer is invested
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Dub the Dew
•The idea: Let’s get more customers engaged with our brand
•The how:Let customers vote on the name of the new flavor of Dew!
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Local Conversations
•They are already happening, with or without you
•You now get to participate in a way that matters
•Not as a faceless evil, but as a part of the community
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Like your local Walmart
•The idea:Let’s get more customers to engage with our brand
•The how:Bring in a celebrity and let customers vote!
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Part 2: What they see
•Things that could will go wrong
•The results of that wrong
•How you will ruin everything
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My Sustainability Plan
•The idea:Let’s get employees to engage in a wellness program
•The how:Make it fun! Make it a website! Make it a fun website!
•The mistake:It’s on the internet
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Dub the Dew
•The idea: Let’s get more customers engaged with our brand
•The how:Let customers vote on the name of the new flavor of Dew!
•The mistake:It’s on the internet
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Like your local Walmart
•The idea:Let’s get more customers to engage with our brand on a local level
•The how:Bring in a celebrity and let customers vote!
•The mistake:It’s on the internet
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Part 3: The goal
•Build a partnership with your leadership
•Build a partnership with your legal and privacy teams
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Your job
• Identify risks before anyone else
•Be your own nemesis
•Have proactive and reactive plans
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It’s going to be a disaster
•Build a worst case scenario survival handbook
•Document impact vs. likelihood
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http://www.altimetergroup.com/research/reports/social-media-risk-management
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Protocols and reviews
•This is boring
•This is 100% crucial
•You must have a plan for governance (prevention)
•You must have a plan for disaster (recovery)
•You must review this plan regularly (because things change)
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Something will go wrong
•Be ok with that, by being ready
•How many typos are in this presentation?
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Sell the story
•Make it positive
•Make it personal
•Make it personalized
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Share the risk
•What’s going to happen
•What we’re going to do about it
•How they are going to help
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Shoot skeet
•Review the risk matrix
•Review protocols and policies
•Adjust
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My Sustainability Plan
•The idea:Let’s get employees to engage in a wellness program
•The how:Make it fun! Make it a website! Make it a fun website!
•The mistake:It’s on the internet
•The recovery:Keep it simple, know what you’re up against
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Dub the Dew
•The idea: Let’s get more customers engaged with our brand
•The how:Let customers vote on the name of the new flavor of Dew!
•The mistake:It’s on the internet
•The recovery:None. Dead.
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Like your local Walmart•The idea:
Let’s get more customers to engage with our brand
•The how:Bring in a celebrity and let customers vote!
•The mistake:It’s on the internet
•The recoveryRoll with it
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Part 4: What it takes
•Storytelling
•Partnership
•Openness
•Research
•Planning
•Analysis
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Part last:
•Other resources:
•Guarding the Social Gateshttp://www.altimetergroup.com/research/reports/social-media-risk-management
•Facebook Storieshttp://www.facebookstories.com/
•27 Things to Knowhttp://www.prdaily.com/Main/Articles/12118.aspx
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Thank you.