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Selling Social Media to Senior Management

Selling Social Media to Senior Management. Micah Laney Digital Communications, Walmart. 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. What have you done?.

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Selling Social Media to Senior Management

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  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.

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