The document outlines 10 steps for winning buy-in for social media at companies: 1) Research buyer keywords, 2) Validate keywords, 3) Build a coalition of early adopters and influencers, 4) Position social media as an extension of existing tools, 5) Find influencers on social networks, 6) Demonstrate urgency around competitors' use of social media, 7) Show reach and frequency metrics, 8) Research niche networks, 9) Search for relevant apps, and 10) Assemble evidence of social media's benefits. The document also promotes upcoming hands-on social media training sessions and a related book on social marketing.

1. 10
Steps
to
Winning
Buy-­‐In
for
Social
Media
at
Your
Company
Eric
Schwartzman
@ericschwartzman
h1p://socialmediatoday.com/hands-­‐on-­‐training
June
26,
2011
2
to
3pm
ET
#HandsOnSMT
@ericschwartzman

2. 2
Efficiency
Gains
of
Social
Media
Paid
Earned
Brochures
Blogs
Digital
Breadcrumbs:
Discoverable
and
Shareable
Phone
Social
Networks
#HandsOnSMT
@ericschwartzman

3. ProducJvity
Gains
of
Social
Media
#HandsOnSMT
Case
Study:
h1p://ontherecordpodcast.com/cha1er
@ericschwartzman

4. CollecJng
Evidence
“It’s
not
informa0on
overload,
it’s
filter
failure.”
Clay
Shirky,
author,
Here
Comes
Everybody
#HandsOnSMT
@ericschwartzman

5. Step
1:
Research
Buyer
Keywords
#HandsOnSMT
@ericschwartzman

6. Step
2:
Validate
Keywords
#HandsOnSMT
@ericschwartzman

7. Step
3:
Build
a
CoaliJon
•
Look
for
early
adopters
on
Linkedin
• Evaluate
their
sophisMcaMon
by
checking
group
memberships
and
recommendaMons
•
Search
Google
for
influencers
at
your
company
using
Twi1er
#HandsOnSMT
@ericschwartzman

8. Step
4:
PosiJon
Social
as
an
Extension
#HandsOnSMT
[PODCAST]
Selling
Social
Media
into
the
Enterprise
@ericschwartzman

9. Step
5:
Find
the
Influencers
Listorious
shows
over
200
USA
Today
reporters,
243
New
York
Times
reporters
and
more
than
100
Wall
Street
Journal
reporters
on
Twi1er.
#HandsOnSMT
@ericschwartzman

10. Step
6:
Demonstrate
Urgency
#HandsOnSMT
RESOURCE:
Twi1erfall
@ericschwartzman

11. Step
7:
Show
Reach
&
Frequency
#HandsOnSMT
h1p://compete.com/
@ericschwartzman

12. Step
8:
Research
Niche
Nets
#HandsOnSMT
HOW
TO:
Generate
Leads
on
SlideShare:
h1p://ontherecordpodcast.com/slideshare
@ericschwartzman

13. Step
9:
Search
for
Apps
#HandsOnSMT
HOW
TO:
Build
a
Mobile
App
@ericschwartzman

14. Step
10:
Assemble
the
Evidence
#HandsOnSMT
@ericschwartzman

15. 15
Our
Biggest
Challenge
#HandsOnSMT
Download
this
INFOGRAPHIC:
h1p://flic.kr/p/9khsam
@ericschwartzman

16. FOLLOW
UP
RESOURCES:
Hands
On
Training
&
Social
MarkeJng
Book
Sydney
-­‐
Sept.
1-­‐2,
2011
Singapore
-­‐
Sept.
5-­‐6,
2011
London
-­‐
Sept.
8-­‐9,
2011
Paris
-­‐
Sept.
12-­‐13
Toronto
-­‐
Sept.
15-­‐16,
2011
New
York
-­‐
Sept.
19-­‐20,
2011
Chicago
-­‐
Sept.
26-­‐27,
2011
San
Francisco
-­‐
Sept.
29-­‐30,
2011
LEARN
MORE
www.B2BSocialMediaBook.com
#HandsOnSMT
@ericschwartzman

17. 10
Steps
to
Winning
Buy-­‐In
for
Social
Media
at
Your
Company
Sydney
-­‐
Sept.
1-­‐2,
2011
Singapore
-­‐
Sept.
5-­‐6,
2011
London
-­‐
Sept.
8-­‐9,
2011
Paris
-­‐
Sept.
12-­‐13
Toronto
-­‐
Sept.
15-­‐16,
2011
New
York
-­‐
Sept.
19-­‐20,
2011
Chicago
-­‐
Sept.
26-­‐27,
2011
San
Francisco
-­‐
Sept.
29-­‐30,
2011
www.EricSchwartzman.com
@ericschwartzman
LEARN
MORE
#HandsOnSMT
Learn
More:
hdp://socialmediatoday.com/hands-­‐on-­‐training
@ericschwartzman