Bringing Management On Board with Social Media
Post on 17-Jan-2015
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@dvautier
@ActiveEdgeTeam
Bringing Management On Board with Social Media
@dvautier
@ActiveEdgeTeam
You May Meet with Resistance
@dvautier
@ActiveEdgeTeam
You May Even Hear…
@dvautier
@ActiveEdgeTeam
@dvautier
@ActiveEdgeTeam
Moving from No to Yes
No No No Yes Yes Yes
@dvautier
@ActiveEdgeTeam
1. Establish Own Personal Presence
You
Blogging
MicroBlogging
Photos
VideoSocial
Networks
Bookmarking
Presentations
Commenting
@dvautier
@ActiveEdgeTeam
2. Add Analytics Now!You’ll need them later
@dvautier
@ActiveEdgeTeam
3. Do Your Homework (External)
What We’ll Look At:
• Competitors• Customers and/or Suppliers• Your Industry• Social Media Industry
Image courtesy of: clipartpal
@dvautier
@ActiveEdgeTeam
3. Do Your Homework (External)
How We’ll Look At It: Audits
• Audit (Listening Stations)• Audit (Activity Summaries)
Image courtesy of: clipartpal
@dvautier
@ActiveEdgeTeam
4. Audit (Listening Station)
Image courtesy of: ePublicist on flickr
RSS Feed Readers:
• Google Reader
• Safarri
• MicroSoft
• Wikipedia RSS Comparison
Subscribe or Create Your Own Feed
@dvautier
@ActiveEdgeTeam
4a. Audit Competitors
Image courtesy of: ePublicist on flickr
Types of Feeds:
• Competitor Blogs • Search Mentions (names, companies, products)• Twitter (@people, @company, #)• LinkedIn (person or company)*• Facebook (person or company)*• YouTube (company channel, person channel)
@dvautier
@ActiveEdgeTeam
4b. Audit Customers/Suppliers
Image courtesy of: ePublicist on flickr
Types of Feeds:
• Customer and/or Supplier Blogs • Search Mentions (names, companies, topics)• Twitter (@people, @company, #, geographic)• LinkedIn (person or company)*• Facebook (person or company)*• YouTube (person or company)
@dvautier
@ActiveEdgeTeam
4c. Audit Your Specific Industry
Image courtesy of: ePublicist on flickr
Types of Feeds:
• News (Trade Pubs)• Industry Blogs (Blog Search)• Search Mentions (Google Alerts)• Twitter (Topics, Phrases, #)• LinkedIn (Groups) • Facebook (Fan Pages [Like], groups)• YouTube (Channels, topics)• FourSquare (terms, names)
@dvautier
@ActiveEdgeTeam
4d. Audit Social Media Industry
Image courtesy of: ePublicist on flickr
Types of Feeds:
• News (HubSpot TV- iTunes)• Industry Blogs (Mashable, TechCrunch HubSpot, Facebook, Twitter, LinkedIn, YouTube)• Research (Forrester, eMarketer, Marketing Sherp, readwriteweb, iMediaConnection)• Twitter (#pcnh, #pcb5, #SMBNH #wpmu @dvautier, @activeedgeteam)• LinkedIn (groups)• YouTube (Channels, topics)
@dvautier
@ActiveEdgeTeam
5. Audit (Activity Summary)
Who’s Doing What, Where, When, and How Often
@dvautier
@ActiveEdgeTeam
5a. Competitors – Audit Activity
No No No Yes Yes Yes
@dvautier
@ActiveEdgeTeam
5b. Customers/Suppliers – Audit Activity
No No No Yes Yes Yes
@dvautier
@ActiveEdgeTeam
5c. Your Industry – Audit ActivityDo the same
No No No Yes Yes Yes
5d. Social Media Industry – Audit ActivityN/A
@dvautier
@ActiveEdgeTeam
6. Find Stakeholders & Build Support (Internal)
• Who has authority to approve it?• Who can benefit most from it? • Who is already using it, how much? • Who embraces it or hates it?• Who would commit time/day
@dvautier
@ActiveEdgeTeam
6a. Find Stakeholders & Build Support (Internal)
No No No Yes Yes Yes
@dvautier
@ActiveEdgeTeam
7. Look for Pain Points
• What dept. is underperforming?
• Is there a high product return rate?
• Is tech support a rising expense?
• Can the sales cycle be shortened?
• Can “off season” sales be targeted?
• Would a lead nurture program help?
• How about lead retention program?
@dvautier
@ActiveEdgeTeam
8. Build a Proposed Plan
• Pick a pain point (or two) – define a goal for eachie. reduce tech support costs/calls by 1% in 6 months
• Select an entry tactic ie. Facebook, Blog. Start small with one or two if resistance is high
• Identify Key Metrics ie. Number of posts, velocity of growth, number of positive responses from followers/fans, fewer inbound support calls, etc. Keep it simple.
• Create and identify the ‘Team’ ie. Dennise, Annie, Debbie
• Layout a schedule post 3/day, blog 1/wk, etc.
• Outline suggested content pointsie. Industry trends, product FAQ’s, product performance milestones, success stories
@dvautier
@ActiveEdgeTeam
9. Don’t Ask. Inform
Include a Solution
@dvautier
@ActiveEdgeTeam
10. Overcome Common Objections
• Don’t Have Time– You’ve created a team
• Don’t Know How to Use Platforms– You’ve made a list of local resources and outsourcing vendors
• Don’t Know What Would be Interesting – You’ve created a loose content outline
• It Can’t Be Measured. What’s the ROI?– You’ve made list of vendors who can measure it– You’ve identified moderate in-house means
@dvautier
@ActiveEdgeTeam
Get the OK
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