Fear Factor. Understanding the value of adding social media to the mix.


TOPIC QUESTIONS
Q1) Why do executives still doubt social media?
Q2) Do companies have time for social media?
Q3) Are there quick tactics that can be used to build company enthusiasm around SMM?
   Event Details
Event Date:
     2010-02-02
Event Time:
     12PM - 1 PM EST
Participants:
     49
Tweets:
     674


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Moderator
B_L_Ochman.jpg
B.L. Ochman
twitter:
web: http://www.whatsnextblog.com
BIO: B.L. Ochman, is the Managing Director of Emerging Media for Proof Intergrated Communications, the digital marketing arm of Burson-Marsteller, she has been helping Fortune 500 companies strategically incorporate new media into their marketing mix since 1996. She contributes to Ad Age Digital Next, Mashable, Business Week and others. On Twitter, she is @whatsnext.
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Moderator
#sm45 pushy isn't the need, education, listening, case studies are the need. #sm45
#sm45 esp in customer service, social media is demonstrably a money Saver for many companies in the long term #sm45
#sm45 esp in customer service, social media is demonstrably a money Saver for many companies in the long term #sm45
#sm45 "good execs" are often sadly behind the times with emerging media, so yes, education is key #sm45
investment/return can be tracked with social media, but metrics are not the same as for direct response, for example #sm45
#sm45 good point about fear of time and resource consuming. we need to demo the value with examples and metrics #sm45
#sm45 good point about fear of time and resource consuming. we need to demo the value with examples and metrics #sm45
#sm45 ask how social media can scale, or both are hugely successful on grand scale w/SM #sm45
RT : Great point. Always emphasize the positives & potential of social media vs. downfalls. #sm45
silos are such a HUGE issue with all corp communications. agencies have to demo value of knocking them down #sm45 #sm45
RT : Great point. Always emphasize the positives & potential of social media vs. downfalls. #sm45
#sm45 you are right -conversation is already taking place in SM, others will speak for you if you don't join, #sm45
#SM45 Pepsi new media mgr (name?) said "These days the deer have guns" can't ignore them #sm45
#sm45 so right, lurking and listening til execs get the lay of the land in social media is great strategy #sm45
Q2) Do companies have time for social media? we touched on this - what do you think? #sm45
social media is a set of tools. the Internet is so 2009, we should be talking mobile now, heh! #sm45
#sm45 how do you explain the value of making time for social media to your clients? what's working for you? #sm45
#sm45 can companies afford to ignore the conversation about them? no way. how are you guys helping your clients understand that #sm45
RT : Social media takes "time" because developing "relationships" takes time. #sm45
we know social media can't be ignored. would like to discuss how to make tjat point to clients #sm45
RT : Social media takes "time" because developing "relationships" takes time. #sm45
we know social media can't be ignored. would like to discuss how to make tjat point to clients #sm45
#sm45 sorry - my connection is a little slow #sm45
not so sure value of PR is so well-understood. clients still want to see print clips from what i hear #sm45
Twitter makes me more productive bec it's a source of business intelligence. companies don't get that #sm45
many brands have crashed bec of social media. that's why it's scary. consultants need to explain the upsides #sm45
many brands have crashed bec of social media. that's why it's scary. consultants need to explain the upsides #sm45
yet, the toe in the water time is over. competitors & customers are swimming in the pool #sm45
yet, the toe in the water time is over. competitors & customers are swimming in the pool #sm45
monetary gains are not the only returns from social media, advertising, or PR. that shouldbe clear by now #sm45
monetary gains are not the only returns from social media, advertising, or PR. that shouldbe clear by now #sm45
#sm45 sure cos COULD make time, but agencies have to demonstrate WHY they should #sm45
yet, the toe in the water time is over. competitors & customers are swimming in the pool #sm45
#sm45 sure cos COULD make time, but agencies have to demonstrate WHY they should #sm45
too much talk about theory #sm45 how to demo need for social media to speed adoption is tje question #sm45
RT Depends on industry. here at USA TODAY, we use soc med for monitoring, story leads, news curation, promo, etc #sm45
you can say that all day. execs need facts, case studies, education #sm45 #sm45
#sm45 we need to demo good and bad examples of social media so execs will understand best practices #sm45
##sm45 how does your firm demo that social media is "worth it"? #sm45
##sm45 how does your firm demo that social media is "worth it"? #sm45
dream on. we have an uphill fight to demo value of social media to companies :>) #sm45
RT : RT : i.e. Execs want to know....Is it worth it? Period. > Exclamation point. #sm45
#sm45 that's the point i'm trying to make = we need to demo case studies, show real results, not talk BS theory. #sm45
#sm45 that's the point i'm trying to make = we need to demo case studies, show real results, not talk BS theory. #sm45
RT : as for non-financial measurements, yes we should determine KPIs and religiously measure them #sm45
can't blindly trust any platform! #sm45
RT : You have to show the convo theyre not in on. Then decide if it makes $$$ sense to be a part of them. #sm45
RT Ive got great #smROI tool you can check out. release lite version next wk now just for mktg. http://ow.ly/133Yi #sm45
#sm45 Q3) Are there quick tactics that can be used to build company enthusiasm around SMM? #sm45
Q3) Are there quick tactics that can be used to build company enthusiasm around SMM? #sm45
#sm45 everyone is already talking and the last place we go for opinion is corporate site. cos need to be where convo is #sm45
Q3) Are there quick tactics that can be used to build company enthusiasm around SMM? #sm45
#sm45 everyone is already talking and the last place we go for opinion is corporate site. cos need to be where convo is #sm45
RT : To prove to execs, I like taking 12-18 mnth stock chart of competitors using S.n showing them theirs. #sm45
RT : To prove to execs, I like taking 12-18 mnth stock chart of competitors using S.n showing them theirs. #sm45
RT : Good SM case study can be of who is talking about your co both in good & bad ways. Show why you need to join in. #sm45
RT : Q3: Show them examples related to their industry. Or show them existing conversations about their company. #sm45
RT : And very simple RT : Quick tactic: Real time keyword/product/industry monitoring #sm45
a big ? that always comes up is "what about the haters?" #sm45 i tell them the community evens it out. do u agree? #sm45
RT : Q3: Show them examples related to their industry. Or show them existing conversations about their company. #sm45
RT : And very simple RT : Quick tactic: Real time keyword/product/industry monitoring #sm45
a big ? that always comes up is "what about the haters?" #sm45 i tell them the community evens it out. do u agree? #sm45
let's see if we can get 10 quick tactics for encouraging corp social media use & post to our blogs #sm45 #sm45
tactic: #sm45 show them how social media tools :wikis, internal communities,can help increase productivity. not all SM is external #sm45
tactic: #sm45 show them how social media tools :wikis, internal communities,can help increase productivity. not all SM is external #sm45
#sm45 can you add to list of tactics for encouraging corp social media attachment? going for a list of 10 best practices #sm45
RT : tactic: Create a hashtag around your company, product, or industry and drive the conversations #sm45
i have a bit of an issue w/value of Facebook fan pages, when do u think they work best? #sm45
#sm45 social media is a terrific recruitment tool. gr8 point! #sm45
RT : tactic: Create a hashtag around your company, product, or industry and drive the conversations #sm45
i have a bit of an issue w/value of Facebook fan pages, when do u think they work best? #sm45
#sm45 social media is a terrific recruitment tool. gr8 point! #sm45
RT : tactic: Create a hashtag around your company, product, or industry and drive the conversations #sm45
i have a bit of an issue w/value of Facebook fan pages, when do u think they work best? #sm45
RT : Favorite tactic: Teach your execs and colleagues to follow conferences and events and comment via hashtags #sm45
agreed, but not every company can do that IMO #sm45 #sm45
if we don't train the troops we can't expect clients to understand bec troops won't know how to explain social media #sm45 #sm45
RT : Favorite tactic: Teach your execs and colleagues to follow conferences and events and comment via hashtags #sm45
agreed, but not every company can do that IMO #sm45 #sm45
#sm45 agreed, but goals are often too theoretical. we need to demo ROI thru case studies IMO #sm45
#sm45 agreed, but goals are often too theoretical. we need to demo ROI thru case studies IMO #sm45
if we don't train the troops we can't expect clients to understand bec troops won't know how to explain social media #sm45 #sm45
if we don't train the troops we can't expect clients to understand bec troops won't know how to explain social media #sm45 #sm45
RT : Favorite tactic: Teach your execs and colleagues to follow conferences and events and comment via hashtags #sm45
RT : Favorite tactic: Teach your execs and colleagues to follow conferences and events and comment via hashtags #sm45
agreed, but not every company can do that IMO #sm45 #sm45
agreed, but not every company can do that IMO #sm45 #sm45
you guys rock BTW :>) #sm45
we def have a few very good tactics here to share with clients who are still scared of social media adoption #sm45 #sm45
i have clients who use SM internally & productivity rises when they do. they mostly use wikis and internal blogs #sm45
we def have a few very good tactics here to share with clients who are still scared of social media adoption #sm45 #sm45
i have clients who use SM internally & productivity rises when they do. they mostly use wikis and internal blogs #sm45
RT : Tactic: On-going soc med education! I send weekly Twitter Tip email sharing best use, reports, case studies, trends, etc #sm45
sounds like an army strategy :>) #sm45 #sm45
i start them off w/total basics. once they get the hang of it, they're ready to think of using social media externally #sm45
you are so right! get clients to use one social media tool, not all of them, keep adding new tools #sm45 #sm45
i start them off w/total basics. once they get the hang of it, they're ready to think of using social media externally #sm45
you are so right! get clients to use one social media tool, not all of them, keep adding new tools #sm45 #sm45
#sm45 yikes, hour is almost up. last points anyone is dying to share? #sm45
#sm45 yikes, hour is almost up. last points anyone is dying to share? #sm45
i think we need to look at new metrics & measure things like SEO, influence. some r softer than older measures #sm45
i think we need to look at new metrics & measure things like SEO, influence. some r softer than older measures #sm45
#sm45 got a link for that preso? #sm45
#sm45 got a link for that preso? #sm45
yes, measure what matters to your company/industry, not others #sm45
yes, measure what matters to your company/industry, not others #sm45
#sm45 yikes, hour is almost up. last points anyone is dying to share? #sm45
i think we need to look at new metrics & measure things like SEO, influence. some r softer than older measures #sm45
#sm45 yikes, hour is almost up. last points anyone is dying to share? #sm45
i think we need to look at new metrics & measure things like SEO, influence. some r softer than older measures #sm45
RT : as for SEO, sm is going to become a more important factor #sm45
this is a really valuable forum. props to you for keeping it going for 45 sessions! #sm45
#sm45 got a link for that preso? #sm45
RT : as for SEO, sm is going to become a more important factor #sm45
yes, measure what matters to your company/industry, not others #sm45
#sm45 thanks Tweeties. enjoyed this and learned a lot from you. thanks for organizing #sm45
#sm45 will be online at http://hashtagsocialmedia.com/event/45 if you missed any of it #sm45
aww. that's really kind of you. will be sure to share this resource w/everyone i know! #sm45
#sm45 thanks Tweeties. enjoyed this and learned a lot from you. thanks for organizing #sm45
#sm45 will be online at http://hashtagsocialmedia.com/event/45 if you missed any of it #sm45
aww. that's really kind of you. will be sure to share this resource w/everyone i know! #sm45
RT : Social has already changed search, shopping....its all leading to social business. #sm45
aww. that's really kind of you. will be sure to share this resource w/everyone i know! #sm45