Why do you think some managers are resistant to the idea of engaging in social media marketing? What could you do or say to convince your reluctant boss that SMM could be a good idea in a specific business setting?

Social Media Marketing
1. Business use of selected social media channels to understand customers and to engage them in communication and collaboration in ways that lead to the achievement of ultimate marketing and business goals.
Management's resistance
1. Cost
2. Lack of skilled employees
3. Greatest: fear of negative comments
4. Difficulty in measuring ROI of SM programs
  1. Cannot attribute sales solely to a campaign
5. Converting followers, fans etc into paying customers
Convincing the boss
1. Show some statistics of the usage of social media in the company's target market
  1. Awareness
    1. Results in sales
    2. Old Spice - ''The Man you Man could smell like''
    3. Batman Dark Knight Rise campaign
  2. Interactions
  3. Content co-creation
    1. Shared media can result
      1. Super Bowl - consumers create the ads
  4. Advertising avenue
    1. FB & LinkedIn Ads
2. Outline how to build a SMM strategy
  1. Show it's effectiveness
    1. LIstening to customers
      1. Google Alerts
    2. Instant reponses
    3. Consumers interacting with a business are more likely to purchase
  2. Strategy
    1. Listen
    2. Communicate
    3. Engage
    4. Collaborate
    5. Communities can result from a strategy
      1. Harley Davidson - all mediums, engages, post images and videos that appeal emotionally
3. Relatively cheaper than other forms of promotion and it's worth the cost due to number of people using social media
  1. Wine Library
    1. Grew revenues by millions whilst cutting costs due to using SM
    2. Greater reach and more specific targeting
4. Currently unskilled: employees can be trained up on short courses
  1. Hire an expert, even parti-time
5. As a company, we would rather hear the negative comments to respond appropriately
  1. 2/3rds of reviews are positive
    1. peopple want to compliments good products and people
6. Educate yourself initially
7. Start with small projects
  1. Ensure projects are strategically important
8. Document and Communicate results across the company
9. Increases search enging ranking - inbound links
10. Internal use of SMM
  1. Motivate and engage employees
    1. Improves employee engagement, collaboration and creates 2-way dialogues with Senior execs
  2. Zappos encourages Twitter usage - even the CEO tweets
  3. MCDs has an internal McDs site where crew members can exchange ideas, win prizes, play games etc
11. Integrate with other marketing activities
12. Metrics
  1. Google Analytics
  2. WebTrends
  3. HubSpot
  4. Social Media specifics: liks, followers, engagement
13. More difficult if they are users themselves
  1. Encourage use, i.e. LinkedIn

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Why do you think some managers are resistant to the idea of engaging in social media marketing? What could you do or say to convince your reluctant boss that SMM could be a good idea in a specific business setting?

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	Created by Michael Bayly about 10 years ago