Bringing Management On Board with Social Media

@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

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@dvautier

@ActiveEdgeTeam

3. Do Your Homework (External)

How We’ll Look At It: Audits

• Audit (Listening Stations)• Audit (Activity Summaries)

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@dvautier

@ActiveEdgeTeam

4. Audit (Listening Station)

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RSS Feed Readers:

• Google Reader

• Safarri

• MicroSoft

• Wikipedia RSS Comparison

Subscribe or Create Your Own Feed

@dvautier

@ActiveEdgeTeam

4a. Audit Competitors

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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

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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

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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

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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