Presentation: Social media: The 5 stages to acceptance Presented by: Barr Seitz, Director of Digital Publishing and Marketing, McKinsey & Company Like any technology, social media has gone through its own evolution from confusion to acceptance. But the unique properties of social - instant feedback, lack of control, massive "blast radius" potential - have made this journey more visceral and high profile than other trends. Barr Seitz explores what that journey looks like, drawing on examples and sharing lessons learned. www.bdionline.com

1. WORKING DRAFT
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The Five Stages
of Social Media
Acceptance
Social Marketing for Professional
Services Forum
Discussion document
Dec. 10, 2013
CONFIDENTIAL AND PROPRIETARY
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1. Confusion
2. Fear
4. Betrayal
5. Acceptance
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3. Interest

3. Stage 1: Confusion
OK, and …
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OK, but …
Let’s see
No thanks
What the?
No way
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Corporate
“Comfortometer”
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4. Stage 2: Fear
OK, and …
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OK, but …
Let’s see
No thanks
What the?
No way
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5. It’s an uphill battle
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Reasons not to
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Reasons to
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6. Stage 3: Interest
OK, and …
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OK, but …
Let’s see
No thanks
What the?
No way
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Corporate
“Comfortometer”
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7. Time for small experiments
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8. The problem is …
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9. Stage 4: Betrayal
OK, and …
Let’s see
No thanks
What the?
No way
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OK, but …
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Corporate
“Comfortometer”

10. Social media + content
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11. Mindset change
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I tweet
therefore I am
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I publish therefore
I tweet
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12. Content is not king
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13. Content is queen
Perfect hostess
Into relationships
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Good at sharing
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Good listener

14. EXAMPLE
Social media is part of a campaign
Speak at leading
forums
▪
▪
External conferences
McKinsey-hosted events
across sector
▪
▪
▪
▪
Web site
Slideshare
YouTube
Pinterest
▪
▪
Internal dissemination
▪
▪
▪
▪
▪
Email
Knowledge request
Broad outreach
Media outreach
▪
▪
Social media
Preview with clients
Client workshop
▪
Business press
Select M&S trade and
management journals
Key influencers
Cross tweet article
Reference on blog channels,
e.g., LinkedIn
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Client/ele, influencers
Alumni
Post to McKinsey
properties
▪
▪
▪
▪
Client outreach
Publish,
Disseminate,
Speak
Host webinars
▪
▪
HBR
Economist
Fast Company
Forbes
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Publish externally

15. Stage 5: Acceptance (begrudging)
OK, and …
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OK, but …
Let’s see
No thanks
What the?
No way
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16. Move to professionalism
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Leadership
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Metrics
@McK_MktgSales
Budget
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Risk

17. Measure what matters
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Not everything that counts can be
counted, and not everything that
can be counted counts.
Albert Einstein

18. Measure what matters
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Jerry Maguire metrics
“Show me the money”
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Sally Field metrics
“You like me”

19. Stage 5: Acceptance (enthusiastic)
OK, and …
Let’s see
No thanks
What the?
No way
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OK, but …
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Corporate
“Comfortometer”

20. Titans of industry are people too
Be human
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Talk like a human
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Be relevant

21. Barr Seitz
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Barr_Seitz@mckinsey.com
@barrseitz
McKinseyonMarketingandSales.com
www.youtube.com/McKinseyCMSOforum
@McK_MktgSales
http://www.slideshare.net/McK_CMSOForum
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