Getting senior management buy in for a social media presence
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How to build a watertight case for launching a social media presence...
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Getting senior management buy in for a social media presence
- 1. Facebook in the public sector : Getting senior management buy-in Darren Caveney I 14 March 2012
- 2. How often are you having to make the case for using social media? FACEBOOK : getting senior management buy-in
- 3. FACEBOOK : getting senior management buy-in Really, there are barriers?
- 4. So, how do we turn that around and get buy-in? FACEBOOK : getting senior management buy-in
- 5. “what we need is a plan” here’s one… FACEBOOK : getting senior management buy-in
- 6. 7-point business case… 1. Talk in senior management language… -Don’t bang on about social media/getting social -Talk about ‘delivering digital engagement’ -Talk about building trust -Talk about innovation -Talk about customer experience -Talk about channel shift -Talk about Value For Money and Return On Investment FACEBOOK : getting senior management buy-in
- 7. 7-point business case 2. be strategic, not tactical -position social media as a strategic solution, not simply a tactical tool -it’s not getting social – it’s about engaging customers -it’s a ‘market-led’ approach to business and it’s what many customers want, expect, demand FACEBOOK : getting senior management buy-in
- 8. Seven-point business case 3. It’s about the metrics - The numbers are compelling and undeniable -If Facebook were a country… yeah, yeah, yeah -Need to make it local and relevant -50% people now follow ‘brands’ on social media* -36% users post brand related content* *source: thesocialskinny.com FACEBOOK : getting senior management buy-in
- 9. 7-point business case 4. What’s the story… -Talk up the opportunity to tell your organisation’s story -Paint a broader picture, create a more engaging narrative -Be human, be open, tell stories, connect, share. -Lead the conversation. FACEBOOK : getting senior management buy-in
- 10. 7-point business case 5. reputational benefits -clearer positioning -improved customer access -better conversation -quicker learning Perception is that public sector is poor – actually, there are some exemplars in social media. Learn from your peers. FACEBOOK : getting senior management buy-in
- 11. 7-point business case 6. The world has changed -Do we really want to get left behind? -Press releases to newspapers which are going out of business… -Where will your organisation be in 5-years time if you don’t embrace and engage? FACEBOOK : getting senior management buy-in
- 12. 7-point business case 7. Don’t be afraid to remind them… FACEBOOK : getting senior management buy-in
- 13. Social media isn’t just for geeks… FACEBOOK : getting senior management buy-in
- 14. 5 ‘don’ts’ FACEBOOK : getting senior management buy-in
- 15. Getting senior management buy-in 5 ‘don’ts’ 1.Don’t spend months organising a social media group and trying to get everyone into a room on the 12th of never…
- 16. 5 ‘don’ts’ 2. Don’t spend months writing a complicated social media strategy FACEBOOK : getting senior management buy-in
- 17. 5 ‘don’ts’ 3. Don’t forget your ‘helicopter view’ – strategic, not tactical FACEBOOK : getting senior management buy-in
- 18. 5 ‘don’ts’ 4. Don’t forget your staff… FACEBOOK : getting senior management buy-in
- 19. 5 ‘don’ts’ 5. Don’t do what you’ve always done before – innovate, evolve… FACEBOOK : getting senior management buy-in
- 20. 5 ‘do’s’ FACEBOOK : getting senior management buy-in
- 21. 5 ‘do’s’ 1. Clearly set out and share your objectives & desired outcomes FACEBOOK : getting senior management buy-in
- 22. 5 ‘do’s’ 2. Do take time to understand and then manage expectations… FACEBOOK : getting senior management buy-in
- 23. 5 ‘do’s’ 3. Do consistently state the opportunity it presents to efficiently and effectively engage with your residents, your customers and your staff… FACEBOOK : getting senior management buy-in
- 24. 5 ‘do’s’ 4. Do make it clear that you can’t always control the message. And that’s ok. FACEBOOK : getting senior management buy-in
- 25. 5 ‘do’s’ 5. Do create a launch campaign that can galvanise colleagues and partners and provide a kick-start… FACEBOOK : getting senior management buy-in
- 26. The best plans are the simple ones… As a team or working group agree what you want to achieve then make a plan … keep it simple, stick to it, work together, make it happen. FACEBOOK : getting senior management buy-in
- 27. So, it’ll be easy now, yes? Not necessarily. So what else can we do to convince the powers that be… FACEBOOK : getting senior management buy-in
- 28. 5 tactics that work (and are simple… ) 1. The Bear Trap 2. Try something small, keep it to yourself… 3. Get yourself a friend, a supporter, an advocate, a sponsor 4. If you have to pitch your proposal – pitch it to someone who can say ‘yes’ 5. BUT – you may only get one chance to pitch, so get it right FACEBOOK : getting senior management buy-in
- 29. They still won’t listen… So, get some help - invite someone external to talk to your senior management team FACEBOOK : getting senior management buy-in
- 30. And don’t forget one of the greatest selling points of all… It’s FREE… You are not asking for money FACEBOOK : getting senior management buy-in
- 31. And ask them straight: - Do we trust our staff? - Do we want to empower them? - Aren’t they our greatest asset? So let’s provide the tools to deliver. FACEBOOK : getting senior management buy-in
- 32. When things go wrong: FACEBOOK : getting senior management buy-in
- 33. Have a plan. Do make it absolutely clear that if things do go ‘wrong’, they must not close it all down. That would be a huge mistake. FACEBOOK : getting senior management buy-in
- 34. So, what next… Senior managers like strategies… Here’s an effective social media strategy: JFDI How many big strategies do you already have and how effective have they all been? FACEBOOK : getting senior management buy-in
- 35. So, what next… If you win that battle, they’ll make you write a detailed protocol… Is that necessary? FACEBOOK : getting senior management buy-in
- 36. No – social media guidelines can be created using just 140 characters FACEBOOK : getting senior management buy-in
- 37. Getting senior management buy-in Let’s recap - You may need a business case - You need a plan, a vision - Simple is often best… - You have some tactics to make it fly -You have help/support out there -Be brave – don’t be afraid to challenge
- 38. thanks for being social FACEBOOK : getting senior management buy-in
- 39. Questions? Panel session www.comms2point0.co.uk Twitter: @comms2point0 Twitter: @darrencaveney Photo credits – US National Archive