Getting Executive Buy-In for Social Media Projects
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Adam Brown's presentation to the Social Media Influence conference on the importance of integrating social media within an organisation and of getting executive level buy-in for social media strategy. Adam drew on his experience at Coke and Dell in sharing his thoughts on "Winning in the Social Media Space" View video of Adam's presentation on the video page of www.socialmediainfluence.com Follow us on Twitter @socialinfluence
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Getting Executive Buy-In for Social Media Projects
- 1. Winning in the Social Media Space
- 2. Getting Executive Buy-In for Social Media Projects
- 6. But there are similarities… • Passion for the business • Data/analytics driven • Lots of chatter/buzz • Support of the function 6 Confidential Global Marketing
- 7. • Social works for B2B, B2C • Everyone has a story • Play to your audience 7 Confidential • Support of the function Global Marketing
- 8. Storytelling is critical in social media, but likely won’t cut it in the boardroom… Global Marketing
- 9. Let’s talk about four things first… • There are four steps to social media outreach • Traditional campaign mindsets don’t work • Fish where the fish are • Success revolves around genuine, compelling content 9 Confidential Global Marketing
- 10. Then let’s talk about… • Small wins lead to big wins • Use relevant references • Show it live, make it real, make it actionable • Is this marketing, public relations or both? 10 Confidential Global Marketing
- 11. But first, some stats… 11 Confidential Global Marketing
- 12. Stats to get us in the mood… • Mobile web bigger than desktop web by 2015 - Morgan Stanley 5/2010 • UK April 2010 vs. April 2007: 65% more time online - Nielsen/UKOM 5/2010 • UK Activity: Social 11.88% Search 11.33% - Hitwise 6/2010 12 Confidential Global Marketing
- 13. More stats… • 79% say they rarely click on display ad - Pew Internet 1/2010 • 25% of search results for top 20 brands - UGC - Socialnomics 5/2010 • Social media use surpassed email use - Morgan Stanley/Mary Meeker 6/2010 13 Confidential Global Marketing
- 14. But what does this tell us? • Focus on the brand in the hand • Traditional online effectiveness isn’t there • We must get our stories * in the social stream 14 Confidential Global Marketing
- 15. 15
- 16. Authenticity. 16 Global Marketing
- 17. Dialogue. 17 Global Marketing
- 18. Moses Method doesn’t work for social media. 18 Global Marketing
- 19. How did we get here? 19
- 20. Thru the eyes of our audience… Our home page is not dell.com, it is google.com. 20 Confidential Global Marketing
- 21. Global Marketing coca-cola confidential & proprietary
- 23. Thru the eyes of our audience… Our home page is not dell.com, it is google.com. 23 Confidential Global Marketing
- 24. Thru the eyes of our audience… Our home page is not dell.com, it is google.com & youtube.com & twitter.com & qq.com & renren.com & facebook.com & linkedin.com… 24 Confidential Global Marketing
- 25. 7,000 to 10,000 conversations a day mention Dell 25 Confidential Global Marketing
- 26. But how do you manage and leverage these online conversations? 26 Global Marketing
- 27. Four steps to social media outreach • Review what is being said • Respond appropriately • Record compelling video • Redirect your traffic 27 Confidential Global Marketing
- 28. REVIEW 28 Global Marketing
- 29. RESPOND 29 Global Marketing
- 30. RECORD 30 Global Marketing
- 31. REDIRECT 31 Global Marketing
- 32. REVIEW RESPOND RECORD REDIRECT 32 Global Marketing
- 33. Winning at Social Media • It’sall about the 4Rs • Every day is a campaign… • Fish where the fish are • Be a storyteller 33 Confidential Global Marketing
- 34. 34 34 Confidential Global Marketing
- 35. Traditional concepts no longer work… Short-term thinking yields short results… campaigns based on traditional campaigns earning sustainable relationships fans/follows/friends fans/follows/friends time time Campaigns based on earning sustainable relationships leverage the existing audience and grow it for future use. 35 Global Marketing
- 36. Fish where the fish are… 36 Global Marketing
- 37. Be a storyteller 37 Global Marketing
- 38. How do we get executive buy-in? Global Marketing
- 39. How do we get executive buy-in? • Small wins lead to big wins • Use relevant references • Show it live, make it real, make it actionable • Is this marketing, public relations or both? 39 Confidential Global Marketing
- 40. 40 Confidential Global Marketing
- 41. How do we measure success/ROI? •Attributable sales • Net Promoter Score • Brand Value • Sentiment • Cost Avoidance 41 Confidential Global Marketing
- 42. How do we measure success/ROI? • Attributablesales • Net Promoter Score • Brand Value • Sentiment •Cost Avoidance 42 Confidential Global Marketing
- 43. In conclusion… • Experiment • Be a storyteller • Be a data junkie • Fish where the fish are • Build upon your success • Listen & learn 43 Confidential Global Marketing
- 44. Thank you. • Adam Brown, Director Interactive Marketing Communications, Dell • twitter: @adamcb