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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
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WORKING DRAFTLast Modified 12/12/2013 12:27 PM Eastern Standard TimePrinted 12/9/2013 5:26 PM Eastern Standard Time
The Five Stagesof Social MediaAcceptance
Dec. 10, 2013Discussion document
CONFIDENTIAL AND PROPRIETARYAny use of this material without specific permission of McKinsey & Company is strictly prohibited
Social Marketing for Professional Services Forum
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1. Confusion
2. Fear
3. Interest
4. Betrayal
5. Acceptance
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Corporate“Comfortometer”
Stage 1: Confusion
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Let’s see
No thanks
OK, but …
OK, and …
What the?
No way
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Stage 2: Fear
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Corporate“Comfortometer”
Let’s see
No thanks
OK, but …
OK, and …
What the?
No way
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It’s an uphill battle
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Reasons not to Reasons to
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Stage 3: InterestCorporate
“Comfortometer”
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Let’s see
No thanks
OK, but …
OK, and …
What the?
No way
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Time for small experiments
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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The problem is …
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Stage 4: BetrayalCorporate
“Comfortometer”
Let’s see
No thanks
OK, but …
OK, and …
What the?
No way
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Social media + content
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Mindset change
I tweettherefore I am
I publish thereforeI tweet
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Content is not king
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Content is queen
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Good at sharing
Good listener
Into relationships
Perfect hostess
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Media outreach▪ Business press▪ Select M&S trade and
management journals▪ Key influencersSocial media
▪ Cross tweet article ▪ Reference on blog channels,
e.g., LinkedIn
Client outreach▪ Preview with clients▪ Client workshop
Post to McKinsey properties▪ Web site▪ Slideshare▪ YouTube▪ Pinterest
Speak at leading forums▪ External conferences▪ McKinsey-hosted events
across sector
Publish externally▪ HBR▪ Economist▪ Fast Company▪ Forbes
Host webinars▪ Client/ele, influencers▪ Alumni
Publish, Disseminate,
Speak
Internal dissemination▪ Email▪ Knowledge request▪ Broad outreach
Social media is part of a campaignEXAMPLE
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Stage 5: Acceptance (begrudging)
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Corporate“Comfortometer”
Let’s see
No thanks
OK, but …
OK, and …
What the?
No way
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Move to professionalism
Risk Leadership BudgetMetrics
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
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Albert Einstein
Measure what matters
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Not everything that counts can be counted, and not everything that
can be counted counts.
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Sally Field metrics“You like me”
Jerry Maguire metrics“Show me the money”
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Measure what matters
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Stage 5: Acceptance (enthusiastic)
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Corporate“Comfortometer”
Let’s see
No thanks
OK, but …
OK, and …
What the?
No way
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Be relevant
Talk like a human
Be human
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
Titans of industry are people too
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@barrseitz
Barr Seitz
McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales
@McK_MktgSales
www.youtube.com/McKinseyCMSOforumMcKinseyonMarketingandSales.com
WWW
http://www.slideshare.net/McK_CMSOForum
