This document summarizes a discussion about how to effectively pitch social media to organizational leaders. Some common objections that leaders have include not seeing how social media leads to sales and concerns about the time commitment. To address these objections, social media professionals should start with a deep listening project to understand the organization's goals, provide a roadmap and case studies to demonstrate value, and educate leaders on how to measure social media's impact. The overall mission of social media evangelists should be to teach others about the power of sharing and help organizations adopt social media successfully over time.

1. Leading a Horse to Water: Pitching Social Media to Organizational Leaders June 1, 2011 A Conversation Facilitated by Skip Shuda www.phillymarketinglabs.com skip@phillymarketinglabs.com

2. Skip Shuda, conversation facilitator Leading the Horse to Water. Pitching Social Media to Organizational Leaders How do social media professionals show leaders why they should invest in social media for their organizations? In this interactive session, Skip Shuda will lead social media professionals through a conversation of how we can most effectively demonstrate the value of social media to business, non-profit and other leaders. Image Credit:http://whydowehavetodothissir.blogspot.com/2011/05/leading-horse-to-water.html

4. Reluctant participants. What are the common objections we hear from managers?

5. “Prove it to me.” How can we demonstrate value to our prospective clients?

6. Setting expectations for social media noobs

7. What is our mission as social media evangelists?

9. Is this client ready for Social Media? Client calls you to help with Social Media – but doesn’t have a goal or objective They want to use social media to drive sales The client’s web presence was created in 1998 – or by the neighbor’s nephew – or both The client’s broader team is opposed to Social Media What else? (collaborative results on next page) Integration of Social Media with other efforts Accountability for Social Media efforts Expectation of Instant Returns

10. (Collaboration) Is this client ready for Social Media? Integration of Social Media with other efforts Accountability for Social Media efforts Expectation of Instant Returns Expectation around Cost - that Social Media is Free Tactic: Translate to their internal costs Tactic: Assess their internal team for leverage points in Social Media efforts Tactic: Whisper quotes to provide an early expectation of “range” to see if client qualifies Tactic: “Would you expect your marketing person to work for free?” Check out www.Holacracy.org for ideas on dynamic/agile governance Use “roles and accountabilities” for Social Media execution

12. Promote a Point Of View

14. Email Marketing

17. Direct Marketing

19. Market position

21. Market & Trends Analysis

23. Business Model Development

24. Market PlanSelf Knowledge

25. Reluctant participants

26. What are the common objections we hear from managers? WIIFM - If you can’t demonstrate that sales result from Social Media, then why should I invest in it? Time… how much time will this require of me and/or my staff? Doesn’t participating in Social Media put us at a higher risk for negative PR? My customers aren’t on Social Media Image Credit:http://survey.cvent.com/blog/cvent-web-surveys-blog/3-stories-to-win-over-the-feedback-skeptic-at-your-org

27. What are the common objections we hear from managers? What if something like this happens? Other objections? (Collaboration) Not enough money in budget Cost Return Image Credit:http://www.egmcartech.com/2011/03/09/tweeting-gone-wrong-chryslerautos-twitter-account-drops-f-bomb/

28. “Prove it to me.”

29. What Responses Would You Give to These Objections? If you can’t demonstrate that sales result from Social Media, then why should I invest in it? Time… how much time will this require of me and/or my staff? Doesn’t participating in Social Media put us at a higher risk for negative PR? My customers aren’t on Social Media Image Credit:http://www.maineahead.com/rt_rich_brooks_lynnelle_wilson_nancy_marshall/

30. Collaboration: What Responses Would You Give to These Objections? Point out over-expectations on Social Media Point out “your brand is already being defined by the conversations taking place” Ask – “How much of your business comes from referrals/WOM?” Embed/integrate sales applications or transactions with Social Media (e.g. option to Tweet “Hey I just bought a cool widget from widgetseller.com”) Apps/Platforms: Shoutlet and Buddy Media Education around perceptions Short Bursts of Social are counter-productive. What is the tipping point. Where are you in your SM adoption cycle – and how will your needs change/grow over time? Explain time required for a Social Media project Set Goals & Objectives Arbitrage opportunity on Social Media: Source: Morgan Stanley’s Mary Meeker at Web2.0 Summit. http://www.youtube.com/watch?v=7yL9yrttESI&p=2737D508F656CCF8

31. How can we demonstrate value to our prospective clients? Create case studies Educate: Deeply understand the different ways Social Media can be measured Educate: Deeply understand how action follows from measurement Demonstrate what the competition is accomplishing What Else?

32. Collaboration: How can we demonstrate value to our prospective clients? Start with a deep listening project Provide a playbook/roadmap Identifying resources you already have Recruit your clients Create trust – learn to let go ROI is “Risk of Ignoring”

33. Setting expectations

34. Setting expectations for social media noobs How long will “getting traction” take? Which channels should I be participating in? Can’t I just copy stuff from one channel to the next? How can I best promote my products and services in Social Media? How will I know if its working? What else?

35. BUBBLE CHART BEFORE AND AFTER

36. What is your Mission?

37. What is our mission as social media evangelists? Teach the Power of Sharing and an Abundance Mentality Work Ourselves Out of a Job Stop the Meanness What’s Your Mission?

38. Resources