1 / 41

Selling Social Media to Senior Management

Learn how to effectively sell social media initiatives to senior management by understanding the benefits, risks, and goals, and developing an actionable plan. This presentation by Micah Laney, a digital communications expert at Walmart, provides insights and strategies to get buy-in from leadership.

jasonwheeler
Download Presentation

Selling Social Media to Senior Management

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Selling Social Media to Senior Management • Micah Laney • Digital Communications, Walmart

  2. Who is this guy? • I work at Walmart • On the Global Associate Communications Team • As part of the Digital Strategy Team • The result: A techie on a comms team in a retail company

  3. What have you done? • 3rd iteration of the extranet, walmartone.com, launched last month • More than 1 million employees are registered and visiting every month • Everything in this presentation, three times

  4. Part 1: What you see • More social, more fun, more collaboration means it’s more better • Increased communication and productivity • Happy employees and clients • Puppy dogs and rainbows

  5. Part 2: What they see • Risk, expenses and loss of control • Worst case scenarios • General doom and gloom

  6. Part 3: The goal • Communicate what you want • Understand what they want • Move from “you” to “us”

  7. Part 4: What it takes • Storytelling • In-depth planning and analysis • Partnership

  8. Then we’re done • Cool? • But first...

  9. Part 1: What you see • It’s awesome • Everyone is doing it • Seriously, it’s awesome

  10. Games • Improved engagement because people want to participate • It’s sticky, because people want to win

  11. My Sustainability Plan • The idea:Let’s get employees to engage in a wellness program • The how:Make it fun! Make it a website! Make it a fun website!

  12. Collaboration • Ideas all over the place • The best will organically bubble up to the top • The customer is invested

  13. Dub the Dew • The idea: Let’s get more customers engaged with our brand • The how:Let customers vote on the name of the new flavor of Dew!

  14. Local Conversations • They are already happening, with or without you • You now get to participate in a way that matters • Not as a faceless evil, but as a part of the community

  15. Like your local Walmart • The idea:Let’s get more customers to engage with our brand • The how:Bring in a celebrity and let customers vote!

  16. Part 2: What they see • Things that could will go wrong • The results of that wrong • How you will ruin everything

  17. My Sustainability Plan • The idea:Let’s get employees to engage in a wellness program • The how:Make it fun! Make it a website! Make it a fun website! • The mistake:It’s on the internet

  18. Dub the Dew • The idea: Let’s get more customers engaged with our brand • The how:Let customers vote on the name of the new flavor of Dew! • The mistake:It’s on the internet

  19. Like your local Walmart • The idea:Let’s get more customers to engage with our brand on a local level • The how:Bring in a celebrity and let customers vote! • The mistake:It’s on the internet

  20. Part 3: The goal • Build a partnership with your leadership • Build a partnership with your legal and privacy teams

  21. Your job • Identify risks before anyone else • Be your own nemesis • Have proactive and reactive plans

  22. It’s going to be a disaster • Build a worst case scenario survival handbook • Document impact vs. likelihood

  23. http://www.altimetergroup.com/research/reports/social-media-risk-managementhttp://www.altimetergroup.com/research/reports/social-media-risk-management

  24. Protocols and reviews • This is boring • This is 100% crucial • You must have a plan for governance (prevention) • You must have a plan for disaster (recovery) • You must review this plan regularly (because things change)

  25. Something will go wrong • Be ok with that, by being ready • How many typos are in this presentation?

  26. Sell the story • Make it positive • Make it personal • Make it personalized

  27. Share the risk • What’s going to happen • What we’re going to do about it • How they are going to help

  28. Shoot skeet • Review the risk matrix • Review protocols and policies • Adjust

  29. My Sustainability Plan • The idea:Let’s get employees to engage in a wellness program • The how:Make it fun! Make it a website! Make it a fun website! • The mistake:It’s on the internet • The recovery:Keep it simple, know what you’re up against

  30. Dub the Dew • The idea: Let’s get more customers engaged with our brand • The how:Let customers vote on the name of the new flavor of Dew! • The mistake:It’s on the internet • The recovery:None. Dead.

  31. Like your local Walmart • The idea:Let’s get more customers to engage with our brand • The how:Bring in a celebrity and let customers vote! • The mistake:It’s on the internet • The recoveryRoll with it

  32. Part 4: What it takes • Research • Planning • Analysis • Storytelling • Partnership • Openness

  33. Part last: • Other resources: • Guarding the Social Gateshttp://www.altimetergroup.com/research/reports/social-media-risk-management • Facebook Storieshttp://www.facebookstories.com/ • 27 Things to Knowhttp://www.prdaily.com/Main/Articles/12118.aspx

  34. Questions? • Micah Laneymicah.laney@wal-mart.com@micahlaney

  35. Thank you.

More Related