TOPIC AT NOV. 15 CAPITAL COMMUNICATOR & MDB COMMUNICATIONS LUNCHEON
Shashi Bellamkonda, Network Solutions’ Social Media Swami, presented a luncheon session, Tuesday, Nov. 15, on selling social media to your organization.How to convince your boss and others that it is in your organization’s best interest to use social media to reach communications and marketing objectives.
“Many questions come up when social media marketing is mentioned, especially when it comes to getting approval and buy in from the rest of the organization - like legal and service,” said Bellamkonda. “At this session we will work to answer some of these questions, including measurable impact and return on investment.”
The session, was held at MDB Communications in Washington, DC provided actionable steps for convincing managers of the value of using social media.How to become an internal champion, finding creative ways to recruit internal supporters (including lawyers), and ways to gather and present compelling reasons for social media engagement, as well as a social media rollout plan.
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How to Sell Social Media to the C Suite _ Shashi Bellamkonda
1. How to Sell Social Media
to Your Organization
Shashi Bellamkonda
Sr. Director – Marketing ( Social Media)
Employee Given Title “ Social Media Swami”
1
2. Goals of this presentation
Reach and Scope of the Social Media Audience
Steps to Prepare for C Suite Buy-in
How to Sell Social Media to Your Organization
2
3. Social Media Objective:
To create a positive change in the
mind of the audience
Goals:
Build awareness
Create identity
Enhance Image
Engage with customers
Inform public
Accuracy during crisis
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4. Social Media
“Social media is that which allows anybody
to communicate with everybody.”
- Jim Sterne, web metrics guru &
author of Social Media Metrics
Tip: Prepare for mentions of your brand that is not from your
marketing department
How to Sell Social Media to Your Organization
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5. Characteristics of a Web 2.0 World
2 way
communication
New opportunities to
build community
(events)
New channels
Share and spread
content, more
Personality and visibility
human face
Tip: Are your websites Web 2.0 – Evaluate
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6. Audience Turning to Web for Content
Portable : 33% of cell phone owners
now access news on their cell
phones.
Personalized : 28% of Internet
users have customized their home
page to include news from sources
and on topics that particularly
interest them.
Participatory : 37% of Internet users
have contributed to the creation of
news, commented about it, or
disseminated it via postings on social
media sites like Facebook or Twitter.
http://www.pewinternet.org/Reports/2010/Online-News/Summary-of-
Findings.aspx?r=1
6 6
7. Time Spent on Social Networks Exceeds other
Web Activities
Social media account for 22.5 percent of the time that Americans spend online compared with 9.8
percent for online games and 7.6 percent for e-mail.
http://blog.nielsen.com/nielsenwire/social/
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10. Real-time Collaborative Content
Are you monitoring for real time
mention of your brand?
10 How to Sell Social Media to Your Organization
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11. Your Network is becoming Your Media
11
How to Sell Social Media to Your Organization
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12. Viral Expensive
How to Sell Social Media to Your Organization
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13. Social Media Creates Stories – Mainstream Media
Reports it
How to Sell Social Media to Your Organization
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14. Traditional Audience
NPR: 26.8 Million/week
American Idol: 29.9 Million/ Season Finale
Super Bowl 2011: 111Million viewers ( up from 106 Million)
Washington Post: 2 Million Readers on Sundays
Source :
http://www.washingtonpostads.com/adsite/why/media/reach/su
nday/page1324.html
http://en.wikipedia.org/wiki/American_Idol
http://www.npr.org/about/aboutnpr/audience.html
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How to Sell Social Media to Your Organization
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15. Social Networks Dominate in Sheer Numbers
NPR: 26.8 Million/week
American Idol: 29.9 Million/
Facebook: 800 M
Season Finale Twitter: 200 M
Super Bowl 2011: 111Million LinkedIn: 135 M
viewers ( up from 106 Million)
“Almost 50% are daily
Washington Post: 2 Million
Readers on Sundays users”
Source :
http://www.facebook.com/press/info.php?statistics
http://press.linkedin.com/about/
http://www.bbc.co.uk/news/business-12889048
http://www.washingtonpostads.com/adsite/why/media/rea
ch/daily/page1322.html
15
How to Sell Social Media to Your Organization
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16. Brand Social State Check List
• Join a community, for own
Monitoring •Tools, alerts Community community, event based
community
Content Sales • Special offers
•Audio, Video, blogs
Creation
Social • Shareable, user
generated, tagged, multi-
Integration channel, multi-media
Conversation •Topical and Social
Reputation • Sentiment
benchmark
Engagement •Events, webinars, tweetchats, contests
Social Crisis
Plan
Thought •Speaking at conferences
leadership Metrics and
Reports
Social Media •Links, articles, blog mentions
Impressions Training
16
How to Sell Social Media to Your Organization
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18. Prepare for Common Objections to New Media
No ROI
No resources
Negative Comments
Losing Brand Consistency
Legal Risk
Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client
Relationships Paul Gillin (Author), Eric Schwartzman (Author) Publisher: Wiley (January 18, 2011) Language: English ISBN-
10: 0470639334 ISBN-13: 978-0470639337
How to Sell Social Media to Your Organization
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19. Key Considerations for Engaging in Social Media
Ready for the new web ?
Listening tools for business Intelligence.
Harnessing the power of conversations to build a new
base
Story telling through content- blogs, videos..
Integrate Social media to your traditional marketing
19
How to Sell Social Media to Your Organization
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20. Is the Company Crisis Ready ?
http://www.flickr.com/photos/27048731@N03/3201676850/sizes/o/in/photostream/
20
How to Sell Social Media to Your Organization
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21. Align Social Media Goals with Company Mission
Who are you trying to reach ?
What do you want to change?
How will this affect your organization?
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How to Sell Social Media to Your Organization
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22. Dashboard the Social Media Presence
Tip : Use Netvibes/ iGoogle to create a dashboard
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How to Sell Social Media to Your Organization
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23. Identify Who Should Buy-in
Identify Linchpin (s) to get this buy-in
Who else should be involved?
Taking the lawyers to lunch
Identify internal evangelists
23
How to Sell Social Media to Your Organization
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24. Evaluate the Resources
In-house
Make it part of existing resources
Outsource
Use existing community
Find internal evangelists
24
How to Sell Social Media to Your Organization
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25. Justifying Social Media
Same factors as a business case for public relations
Media is changing – newspapers are going digital
Consumers are consuming streams
Gap between a journalist and a reader is a tweet away
Ensuring Accuracy
Social Swarms
Social Intelligence
25
How to Sell Social Media to Your Organization
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26. Present Measurement Goals
Measure outcomes
Achieve attitudinal change
Reputation
Content shared across the internet
Happier “customers” and even happier
employees
26
How to Sell Social Media to Your Organization
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27. Talk about Employee Guidelines and Training
27
How to Sell Social Media to Your Organization
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28. Present a Brand Monitoring Strategy
Tools
Cross Functional team
Processes
Customer Service
Public Relations
Product Feedback
Business Development
28
How to Sell Social Media to Your Organization
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29. Plan to Make the Whole Organization Social
Every outward facing position can help you
Existing communications campaign performance
can improve with social media integration
Communications can be faster with social
platforms
Enhance your recruiting efforts
29
How to Sell Social Media to Your Organization
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30. Integrating Other Marketing Efforts
Sharing capability
Share your newsletter with Social followers
Facebook Page information apps
Link website to your Social Networks
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How to Sell Social Media to Your Organization
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31. Present Case Studies and Best Practices
DELL
INTEL
ZAPPOS
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How to Sell Social Media to Your Organization
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32. Fortune 500 Use of Social Media
• 71% have corporate Facebook pages
Social networking • 59% have corporate accounts on Twitter
continues to lead the • 50% have a public facing corporate blog
way: • 44% say Facebook is the single most effective social
networking platform they use
Blogging remains an • 50% have a corporate blog (up from 45% a year ago)
important tool for the • 34% have developed policies to govern blogging by their
employees
Inc. 500:
New communications • 56% reported social media was "very important" to their
tools are changing business/marketing strategy
the way successful • 57% report using search engines and social networking sites
to recruit and evaluate potential employees
businesses operate:
Source: http://www.sfgate.com/cgi-
bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0ka Social Media to Your Organization
qN2L
How to Sell
32
33. Social Media in the B2B Business
Value trumps “Wow” factor
Decisions are made in groups
Buying cycle is longer
Service, support and compatibility important
Relationships matter
33
Andrew Mcafee author of Enterprise 2.0 How to Sell Social Media to Your Organization
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34. B2B Social Cycle
Conversation
Conversion •Participation
•Prospect to Quality •Thought Leadership
Lead to Customer
Content
• Blogs, Audio, Vi
deo, webinars,
events
How to Sell Social Media to Your Organization
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35. Address IT Concerns
Social Media interaction in the same way as all
other digital communications
Monitor social applications through policy and training
rather than block using technology
Competitors who do not block social media may have a
big advantage
Defining goals guidelines, and providing training for how
it can help (or hurt) the company is the key
Losing out on Social Media as Business Intelligence
http://advice.cio.com/forrester_research/the_cio_and_social_media_social_police
http://www.sharepointjoel.com/Lists/Posts/Post.aspx?ID=294
How to Sell Social Media to Your Organization
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36. Model Costs for Corporations
Planning dev and training $35k
Platform costs $25k
Monitoring tools $50k
Content creation $150k
Support $25k
Total $285k/year
Credti goes to the book Groundswell for concept http://www.forrester.com/groundswell/book.html
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How to Sell Social Media to Your Organization
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37. Social Spending by Corporations
http://www.web-
strategist.com/blog/2011/02/10/spend-wisely-finally-
an-investment-roadmap-for-social-business-buyers-
altimeter-report/
37 How to Sell Social Media to Your Organization
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39. Reasons for C suite to Engage
Extend the reach of company
Organization’s brand awareness grows
Networking tool
Humanizing your communications
How to Sell Social Media to Your Organization
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40. Strategy for C Suite
Goals
Resources
Tactics
Education and Experience
Exit Strategy
Reports and Dashboard
How to Sell Social Media to Your Organization
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46. Bill Gates
http://twitter.com/billgates
How to Sell Social Media to Your Organization
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47. Common characteristics of CEO Tweets
Authentic voice
Regular updates 1 to 2 per week
Links and resources
News/Humor / Sports
Building the brand and networks takes time
How to Sell Social Media to Your Organization
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48. Tactical Plan 1
Phase 1: Social Networks
Twitter
Linkedin
Google Plus
Phase 2 :Blogs
How to Sell Social Media to Your Organization
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49. Resources
Consider routine tasks like Following people back, monitoring to
Exec asst
Look for lists to follow and engage
Editorial calendar for tweets
Training for tools needed
How to Sell Social Media to Your Organization
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50. Final Thoughts
Speak without technical jargon or Social Media buzz
words
Emphasize the cost of not engaging in Social Media
Evangelize the benefits to Company’s Mission
Getting agreement on small steps is a good start
Have meetings before the meeting
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How to Sell Social Media to Your Organization
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51. Questions
Shashi
Bellamkonda
Awards & Features :
shashib@gmail.com
• Washington Business Journal ”Social Listener”
Follow On Twitter: @shashib
• Washingtonian Magazine Tech Titan 2009 & 2011
• Small Business Influencer 2011 Champion
• Featured as a success in 9 Books
Content :
AmEx Open Forum | SmallBizTrends | SmallBizTechnology
Personal Blog: http://www.shashi.co
Food Blog: http://www.carryoncurry.com
How to Sell Social Media to Your Organization
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52. Policies and Guidelines
IBM Social Computing Guidelines
http://www.ibm.com/blogs/zz/en/guidelines.html
Altimeter
Group http://wiki.altimetergroup.com/page/Social+Media+Policie
s#fbid=khUrC9-VGKt
Red Cross
: https://docs.google.com/View?docid=df4n5v7k_216g5jdd7c8&hg
d=1
A collection of
Social Media Policies http://socialmediagovernance.com/policies.p
hp
52 How to Sell Social Media to Your Organization
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Editor's Notes
Goals and objectives
, movie, letter to the editor, bill marriott, podacamps,