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Presentation on April 28, 2009 in San Francisco at the Inbound Marketing Summit. It's so obvious what you need to do -- the audience is there, you've got the technology lined up, and a vision of the utopia that your social strategy is going to create. The only problem: the curmudgeon in the corner office. S/he just doesn't get it! This session will examine the typical objections to a social media strategy, layout a process to follow to address those objections, and provide best practices to turn that curmudgeon into your greatest advocate.
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Convincing The Curmudgeon
Charlene LiAltimeter GroupApril 28, 2009
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Meet your curmudgeon
“It’s a fad and waste of time.”
“There’s no ROI.”
“It’s way too risky.”
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Your curmudgeon can’t tell these apart
Source: Wordle.net
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“It’s a fad and waste of time.”
•Identify an area of passion.
•Connect with old friends.
•Showcase conversations with real
customers, that teaches them something
they didn’t know.
Make it real for them.
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Pair different social media mindsets
FearfulSkeptic
Cautious Tester
Realist Optimist
Transparent Evangelist
Find the “moments of truth” and “moments of crisis” for each
mindset
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Examples of Realist Optimists
Lionel MenchacaDell
Ed TerpeningWells Fargo
Paula DrumH&R Block
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“There’s no ROI.”
What will you do?
What won’t you do?
With limited time and resources
Tie it to strategy and goals
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Passionate
ConstantIntimate
Loyal
Focus on relationships, not technologies
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Tie technologies to the goals
Learn
Dialog
Help
Innovate
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Measure the right things
Your goals determine your metrics
Use the same metrics as your corporate goals
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Example “micro” metricsGoal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of comments# of referrals# of sales
Brand loyaltyFaster, more closes
Help # of issues addressed
Employee satisfaction
Innovate # of implemented ideas
Faster development
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Higher order metrics to consider
How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
Embrace and prepare for failure
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Identify the top 5-10 worst case scenarios.
Develop mitigation and contingency plans.
Prepare everyone for the inevitable failures.
“It’s way too risky.”
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Wal-mart failed many, many times
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Buyer blog hit the right note
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Thank You
Charlene LiAltimeter Group
charlene@altimetergroup.comblog.altimetergroup.com
Twitter: @charleneli
Slides available at slideshare.net/charleneli
Copyright © 2009 Altimeter Group
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