making the case: selling social media into and within the enterprise
DESCRIPTION
From my talk at Social Media Club Seattle TonightTRANSCRIPT
Making the Case: Selling Social Media Into and Within the Enterprise
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Chris HeuerFounder, Social Media Club Creative Catalyst, AdHocnium
04/10/23
Making The Case: Selling Social Media to and Within the Enterprise
Be Strategic, Think Carefully, and Avoid Analysis Paralysis
http://flickr.com/photos/shyald/409601105/ By: Shyald
04/10/23
Making The Case: Selling Social Media to and Within the Enterprise
In the beginning...
Examine the Greater Significance and the Macro Trends
Making an organization more social is not just a thing to do, it's a way to be
Success if often determined by your attitude more then your aptitude.
Stop Selling and Start Helping Them Buy
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Making The Case: Selling Social Media to and Within the Enterprise
Understand the Situation
Know your history... What is the motivation?
Crisis or Competitive Advantage Pain or Pleasure Keeping up with the Joneses CEO heard about it at the country club... Advertising isn't working Save money on support People are out there talking without us
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04/10/23
Making The Case: Selling Social Media to and Within the Enterprise
Understand the Situation
Who's on the team? Identify Talent Find Your Champion
Who's on the opposing team? Who Might Be Convinced?
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04/10/23
Making The Case: Selling Social Media to and Within the Enterprise
Approaches
Top Down / Bottoms Up Ask forgiveness not permission Borrow the Budget, Re-appropriate Resources Replacement Activity Supplemental Activity Hire an outside consultant to tell them what
you already know
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Making The Case: Selling Social Media to and Within the Enterprise
Return to Basics
Sales 101 Know your audience Know their needs Use Their Language Help them meet their goals
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Making The Case: Selling Social Media to and Within the Enterprise
What's Being Sold?
A grand vision for reinventing the company? A simple project to demonstrate value? A thousand small victories, beginning with the
first step? Don't try to win the war today, try to take the
first hill first
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Making The Case: Selling Social Media to and Within the Enterprise
What's Your Desired Outcome
Build Relationships Manage Reputation Increase Sales Increase Customer Satisfaction Decrease Costs Transform The Organization Increase Innovation Being the Change Agent Building Your Career, Your Brand
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Making The Case: Selling Social Media to and Within the Enterprise
What Can be Measured
Situational Dependency NetPromoter Score
Satisfaction Organizational Health Correlating Data
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Making The Case: Selling Social Media to and Within the Enterprise
What You Need
Permission? Power? Social / Organizational Capital Knowledge Creativity Resources Courage Support Metrics
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Making The Case: Selling Social Media to and Within the Enterprise
What You Need
Conversational Research
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Making The Case: Selling Social Media to and Within the Enterprise
What You Need
Survey the Land
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Making The Case: Selling Social Media to and Within the Enterprise
What You Need
Relationship!Trust!
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Making The Case: Selling Social Media to and Within the Enterprise
A Simple, but Challenging Path
See DifferentThink Different
Be Different
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Making The Case: Selling Social Media to and Within the Enterprise
If you get it share it
Knowledge is power Make them smarter Become an invaluable resource Attribute your sources
Pay it back and forward
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Making The Case: Selling Social Media to and Within the Enterprise
The Important Social Stories
Talk to the Hand Participation is Marketing Employees are Already Brand Ambassadors Wisdom of Crowds, Innovation Evergreen Content and SEO All Companies are Media Companies Your Customers Are Already Talking About
You Everyone is Influential on Something to
Someone
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Making The Case: Selling Social Media to and Within the Enterprise
The Important Business Stories
When to Color Outside the Lines When to Bend the Rules and When to
Break Them Systemic Change, Holistic Approach The Win Win Disagree with the Idea not the Person Serve the Market
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Making The Case: Selling Social Media to and Within the Enterprise
Chris Heuer • [email protected] • http://chrisheuer.com/ • m.408.834.0884 • @chrisheuer
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