Download pdf - Social media: The 5 stages to acceptance - BDI 12/10/13 Social Media Marketing for Financial Services Leadership Forum

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

Last Modified 12/12/2013 12:27 P

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McKinsey & Company | 1

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


Let’s see

No thanks

OK, but …

OK, and …

What the?

No way


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Stage 2: Fear



Let’s see

No thanks

OK, but …

OK, and …

What the?

No way


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It’s an uphill battle


Reasons not to Reasons to


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Stage 3: InterestCorporate

“Comfortometer”


Let’s see

No thanks

OK, but …

OK, and …

What the?

No way


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Time for small experiments



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The problem is …



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McKinsey & Company | 8McKinsey on Marketing & Sales: www.McKinseyonMarketingandSales.com | @McK_MktgSales

Stage 4: BetrayalCorporate

“Comfortometer”

Let’s see

No thanks

OK, but …

OK, and …

What the?

No way


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Social media + content



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Mindset change

I tweettherefore I am

I publish thereforeI tweet



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Content is not king



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Content is queen


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



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Stage 5: Acceptance (begrudging)



Let’s see

No thanks

OK, but …

OK, and …

What the?

No way


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Move to professionalism

Risk Leadership BudgetMetrics



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Albert Einstein

Measure what matters


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”


Measure what matters


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Stage 5: Acceptance (enthusiastic)



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


Titans of industry are people too


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