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THE FUNDAMENTALS OF SOCIAL MEDIA PROGRAM DEVELOPMENT FOR BUSINESS MANAGERS Module 2: Selling your program. Olivier Blanchard Sample deck from the Fusion Marketing Experience lecture series. Full program of videos and decks available Summer 2012 www.fusionmarketingexperien ce.com Lectures Courses Training E-Resources

Fusionmex lecture #103

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Sample deck from one of the Fusion Marketing Experience's lecture series. In this session, IFull program available Summer 2012.

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Page 1: Fusionmex lecture #103

THE FUNDAMENTALS OF SOCIAL MEDIAPROGRAM DEVELOPMENT FOR BUSINESS MANAGERS

Module 2: Selling your program.

Olivier Blanchard

Sample deck from the Fusion Marketing Experience lecture series.

Full program of videos and decks available Summer 2012

www.fusionmarketingexperience.com

LecturesCoursesTraining

E-Resources

Page 2: Fusionmex lecture #103

Your next challenge: properly selling the idea.

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What are some areas / business functions that a social media program might help improve?

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SalesNet New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetration

Customer SupportImmediate feedback and response, positive impact in public forum, cost reduction

Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)

Public RelationsOnline Reputation Management, improved brand image via Social Web

Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,

Increased trust in brand, increased mindshare of brand, greater values alignment

Business IntelligenceKnow everything.

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Understanding the medium and seeing the opportunities aren’t enough.

Objections aren’t always logical.

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FEARIS THE MIND KILLER.

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In a perfect world, managers are leaders.

We do not live in a perfect world.

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Top leadership has the burden of responsibility.

Middle management has the burden of being stretched too thin.

Worker bees have the burden of feeling powerless.

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CULTURAL CONTRADICTION:Pioneers and innovators are admired.

Failure is feared above all else.

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Pioneers and innovators’ model of discovery is systematic failure: Fail often to succeed faster.

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Our culture idolizes rebels and risk-takers.

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Attributes / qualities of leadership:

- Courage- Vision- Wisdom- Benevolence- Selflessness- Magnanimity- Boldness

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John Glenn

Ernest Shackleton

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Our mythologies and inherent need for hero worship create models of archetypal leadership.

As a result, we expect certain attributes from leaders.

One of these key attributes is courage.

Ironically, it is the most lacking in the corporate world.

Ask yourself what has made companies likeApple, Starbucks, Facebook and Virgin so exceptional:

Everything begins with visionary, courageous leadership.

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Business schools don’t train execs to be heroes.(They should.)

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The traits and behaviors that lead a promising manager to become CEO don’t necessarily touch on courage.

ResultsConsensus

TrustCultural fit

Management vs. Leadership

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Remember the Mac vs. PC ads?

Think of the problem this way…

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What the corporate world sees:

CEO ???

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In reality, the effective model is this:

CEO COO

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The worst thing that can happen to a company:

CEO COO

I’m leaving to start another

company.

I am taking over as

CEO.

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Two very different types of humans:

CEO COO

LogisticsOperationsRisk ManagementStructure

Innovative ideasExperimentation

VisionCultural Sensitivity

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Put the right people in the right roles:

Special Forces are very good at winning battles.They are highly adaptive, capable and motivated.

They have all of the “hero” traits we seek in a leader.

Special Forces are terrible at being administrators.Their specialty is winning,

Not making sure the trash gets picked up on time.

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Most of the corporate leadership you will run into today is made up of excellent managers and administrators, not

leaders in the core cultural sense of the term.

Leaders generally leave the corporate system on their own or are pushed out of it because they don’t fit in a box.

Problem 1.1:

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Most corporate environments are male dominated cultures.If you understand biology, you understand the Alpha Male

phenomenon.

Artificial hierarchies vs. Natural hierarchiescreate dysfunctions.

The result: unspoken animosity & fear of failure.

Problem 1.2:

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If the CEO is the biological alpha in the room and he is self-actualized, you will have an easier time of selling

and building your social media program.

If the CEO is not the biological alpha in the room,you will have to deal with risk-aversion

and operational paralysis.

Problem 1.3:

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Three models:

A)Starting from scratch?B) Rebooting a program that stalled?C) Rebooting a program that imploded?

Now that you understand what you are up against…

First things first: get your bearings

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Three models:

A)Starting from scratch?A lot of education ahead. Red flag: why such a late start?

B) Rebooting a program that stalled?Look for operational dysfunctions and lack of focus.

C) Rebooting a program that imploded?You will have to deal with trauma across the organization.

Tackling risk-averse objections

First things first: get your bearings

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Step 1: Identifying rational reasons.

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Step 2: Addressing irrational fears.

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Step 1: Why should you be there?

- The social media program can solve a problem for the organization.-The social media program is a matter of strategic necessity for the organization.-The social media program offers key opportunities for growth for the organization.-The social media program can help the organization penetrate new markets. (Younger demos, mobile commerce, etc.)-The social media program can provide new degrees of business intelligence.-The social media program will lower operating costs.-The social media program will enable the organization to outclass the competition in key areas.

If you cannot identify key business objectives on your own, turn this list into questions. Look across the organization, at every department.

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SalesNet New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetration

Customer SupportImmediate feedback and response, positive impact in public forum, cost reduction

Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)

Public RelationsOnline Reputation Management, improved brand image via Social Web

Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,

Increased trust in brand, increased mindshare of brand, greater values alignment

Business IntelligenceKnow everything.

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Avoid this:

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@intersection1Mark Smiciklas

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Tackling risk-averse objections

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Identifying & addressing fears / risk

You understand the difference between management vs. leadership and its role in creating risk-averse cultures, silo’ed organizations, and operational paralysis.

Now it is time to bring out those fears and give them shape. This is closer to therapy than you think.

Typical answers:

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Identifying & addressing fears / risk

You understand the difference between management vs. leadership and its role in creating risk-averse cultures, silo’ed organizations, and operational paralysis.

Now it is time to bring out those fears and give them shape. This is closer to therapy than you think.

Typical answers:-Loss of control & potential embarrassment. (What if people say bad things about us? What if one of our employees makes a mistake?)

Page 37: Fusionmex lecture #103

Identifying & addressing fears / risk

You understand the difference between management vs. leadership and its role in creating risk-averse cultures, silo’ed organizations, and operational paralysis.

Now it is time to bring out those fears and give them shape. This is closer to therapy than you think.

Typical answers:-Loss of control & potential embarrassment. (What if people say bad things about us? What if one of our employees makes a mistake?)-Loss of control & status inside the org. (Who will own this program? How will my budget be affected? Budgets control what gets done & exec status.)

Page 38: Fusionmex lecture #103

Identifying & addressing fears / risk

You understand the difference between management vs. leadership and its role in creating risk-averse cultures, silo’ed organizations, and operational paralysis.

Now it is time to bring out those fears and give them shape. This is closer to therapy than you think.

Typical answers:-Loss of control & potential embarrassment. (What if people say bad things about us? What if one of our employees makes a mistake?)-Loss of control & status inside the org. (Who will own this program? How will my budget be affected? Budgets control what gets done & exec status.)-Cost terror. (How much will this cost? What are the hidden costs?)

Page 39: Fusionmex lecture #103

Identifying & addressing fears / risk

You understand the difference between management vs. leadership and its role in creating risk-averse cultures, silo’ed organizations, and operational paralysis.

Now it is time to bring out those fears and give them shape. This is closer to therapy than you think.

Typical answers:-Loss of control & potential embarrassment. (What if people say bad things about us? What if one of our employees makes a mistake?)-Loss of control & status inside the org. (Who will own this program? How will my budget be affected? Budgets control what gets done & exec status.)-Cost terror. (How much will this cost? What are the hidden costs?)-Operational Hurdles: (Our culture isn’t social. We are too silo’ed. We are too risk-averse. We don’t have the manpower or the time. We don’t have the skill-set, the framework or the tools. I don’t have time to devote to this.) Middle-management concerns stem from being stretched too thin.

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Think of this phase as an audit. You are not there to provide answers or solutions.

You are there to let the people in the organization who can either be your champions or your enemies give voice to their fears.

Ask the right questions:

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Think of this phase as an audit. You are not there to provide answers or solutions.

You are there to let the people in the organization who can either be your champions or your enemies give voice to their fears.

Ask the right questions:

1. Get to the root of the objections. Get to the fear.Understand the fear. (Ask if you have to.)

2. Ask what would solve the problem for them.“What if we did x, y and z? Would that minimize the risk enough?”

3. Go back to the opportunity/reward part of the equation.“So if we eliminated those risks, what would you want to get out of it?”

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RISK VS. REWARDStep 1: IdentifyStep 2: Minimize

Step 1: IdentifyStep 2: Maximize

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RISK VS. REWARD

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RISK VS. REWARDMaximize opportunity

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This seems painfully simple.

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This seems painfully simple.

It is the single-most important foundation for success in building a healthy, successful social media program.

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This seems painfully simple.

It is the single-most important foundation for success in building a healthy, successful social media program.

99% of organizations fail in the social media space because they did not go through this process.

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This seems painfully simple.

It is the single-most important foundation for success in building a healthy, successful social media program.

99% of organizations fail in the social media space because they did not go through this process.

They rush to the tools, strategies, tactics and busy-work of social media programs without laying the ground-work for it.And at some point, either everything comes to a screeching

halt, or the program goes off into the weeds.

Don’t end up in the weeds.

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Social media programs transform the way businesses operate.

If they transform processes, they transform behaviors.

And if they transform behaviors, they transform cultures.

In 2010-2020 failure = inability to adapt.

In 2010-2020 success = ability to manage change.

Change management, not social media management, is the biggest challenge facing organizations today.

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5 decades separated the American Civil War and World War I

5 decades separate the establishment of modern organizational thought and the social web

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Plan XVII: August 1914. One 62-year old French corps commander speaks of “astonishing changes in the practice of war.” The French still fought in bright colors, out in the open, against the modern rifle, machine guns and artillery. Failure to adapt. At the start of the war, the British Army only had 2 machine guns per battalion.

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A leader disconnected from his era cannot effectively lead.Old thinking kills companies.

Reconnect the CEO and senior execs to the world they live in.But don’t be a revolutionary. Be a trusted guide.

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An imperfect understanding of the field always leads to bad decisions.Educated leaders might make good decisions.

The other kind cannot.

Do not let a CEO and/or senior executives delegate knowledge.If they don’t understand something, they entrust it to the wrong people.

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Imperfect Understanding of the mediumDecision-makers do not understand it well enough to see how it fits.

Hiring criteria are wrongBecause the medium is not well understood, the wrong people are assigned to

managing efforts in it – from strategy to execution to measurement.The assumption: This is marketing, right?

Too much emphasis on marketingTrickle-down effect: The majority of social media managers come from marketing

backgrounds. Only 1% from customer service backgrounds.

Wrong goalsWrong Assumptions about the medium = wrong focus = wrong goals

Wrong metricsWrong goals = wrong success metrics

Clusterf*ckMass confusion as to anything beyond “reach” numbers

The biggest problems with SM integration:

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SalesNet New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetration

Customer SupportImmediate feedback and response, positive impact in public forum, cost reduction

Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)

Public RelationsOnline Reputation Management, improved brand image via Social Web

Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,

Increased trust in brand, increased mindshare of brand, greater values alignment

Business IntelligenceKnow everything.

Back to our opportunities:

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NOW WHAT?

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Three-Step Process:

Step 1: Strategy & developmentIdentifying key departments to partner with.Chatting with them & identifying their needs.Talking realistically about capacity.

Setting targets.Clarifying intent.Getting buy-in.

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Three-Step Process:

Step 1: Strategy & developmentIdentifying key departments to partner with.Chatting with them & identifying their needs.Talking realistically about capacity.

Setting targets.Clarifying intent.Getting buy-in.

Step 2: Operational DeploymentGetting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructure

Working with Legal, IT, HR, etc.Creating guidelines Developing the organizationContinuous improvement

Page 59: Fusionmex lecture #103

Three-Step Process:

Step 1: Strategy & developmentIdentifying key departments to partner with.Chatting with them & identifying their needs.Talking realistically about capacity.

Setting targets.Clarifying intent.Getting buy-in.

Step 2: Operational DeploymentGetting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructure

Working with Legal, IT, HR, etc.Creating guidelines Developing the organizationContinuous improvement

Step 3: Management & ExecutionCommunity managementOnline reputation managementMonitoring Measurement

Digital customer supportInternal collaborationEtc.

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Full 360 buy-in.

Step 1: Strategy & developmentIdentifying key departments to partner with.Chatting with them & identifying their needs.Talking realistically about capacity.

Setting targets.Clarifying intent.Getting buy-in.

This process involves everything we have just talked about.Every department manager is like a micro-CEO.

In order to be successful, you must sell the value of your social media program to the entire organization.

Not everyone needs to have the courage to be the first to move on it, but they have to be sold on the idea if you can provide them with a reasonable proof of concept.

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Silos don’t matter.(at first.)

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Silos don’t matter.(at first.)

Start Small. Use the silos to your advantage.

Don’t try to build too big, too soon.

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Silos don’t matter.(at first.)

Start Small. Use the silos to your advantage.

Don’t try to build too big, too soon.

You are not building a company-wide program yet.You are building department-specific programs.

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Your audit is done. (your notes.)

Pick your 3 mostpromising prospects.

Lowest risk Lowest barrier of entry

Achievable goals (S/L)High motivation

Keep it simple:Listening

RespondingPushing

Reporting

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Scarcity is a good marketing model.

Be nice to thosewho were not picked.

Continue to work with them.Share what you are doing.

Share what you are learning.Make them want to be next.

Build internal momentum.Their turn will come.

(Can they help now?)

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Put together a proposal:

What.Why.Where.How.

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Put together a proposal:

What.Why.Where.How.

Meet with:CEOYour bossDepartment headOther key actors Opportunities Objectives Targets Timeframe Cost Risk Management

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Green light: Get things started.

Red light: You missed something.Address what you missed.Present again.

Orange Light: Fear is still a factor. See red light.- Project is put under supervision of

someone outside your team.- CEO wants time to think about it.- CEO wants to run it by other senior

execs.

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Remember:

Sell opportunity, change, and

big ideas.

Sell field testing,

minimal risk & minimal drain on resources.

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Don’t:

Sell field testing,

minimal risk & minimal drain on resources.

Sell opportunity, change, and

big ideas.

Boring. Too much trouble.

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CEO

Um… Because you

should?

You

Why should I trust you with something this big and scary?

Beware:

This almost guarantees that someone who doesn’t know how to manage a social media program will end up running your program.

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CEOYou

Beware:

This is how social media ends up in the hands of marketing and/or digital departments.

I probably need to find a digital marketing guy.

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Next: Building out your strategy & program

Marketing CustomerService

PublicRelations

HR IT

Advertising

ReputationMgmt.

BusinessDvlpmt.

Legal

CustomerSupport

Collaboration

Business Functions Business Processes

Measurement

Data Analysis

InternalCommunications

Research

How does Social Media fit into and across my

organization?

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You made it through another module!Take a break. Review your notes. Now what?

Good job!