getting senior buy-in
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Facebook in the public sector Getting senior management buy-in Darren Caveney I 14 March 2012 Getting senior management buy-in How often are you having to make the case for using social media? Getting senior management buy-in Really, there are barriers? Getting senior management buy-in So, how do we turn that around and get buy-in? Getting senior management buy-in “what we need is a plan” Here’s one… Getting senior management buy-in Seven-point business case… 1. Talk in senior management language… - Don’t prattle on about social media - Talk about ‘delivering digital engagement’ - Talk about innovation - Talk about customer experience - Talk about channel shift - Talk about VFM and ROI Getting senior management buy-in Seven-point business case 2. Be strategic, not tactical - Position social media as a strategic solution, not just a tactical tool - It’s not about social media – it’s about engaging customers - It’s a ‘marketing-led’ approach to business: It’s what many customers want, expect, demand Getting senior management buy-in Seven-point business case 3. It’s about the metrics - The numbers are compelling and undeniable - If Facebook were a country… yeah, yeah, yeah - Need to make it local and relevant - 50% people now follow ‘brands’ on social media* - 36% users post brand related content* *Source: thesocialskinny.com Getting senior management buy-in Seven-point business case 4. What’s the story… - Talk up the opportunity to tell your organisation’s story - Paint a picture, create a narrative - Be human, be open - And anyway, why rely on a newspaper to tell your story? Getting senior management buy-in Seven-point business case 5. Reputational benefits - Positioning - Access - Conversation - Learning - Perception is that public sector is poor – actually, there are some exemplars in social media Getting senior management buy-in Seven-point business case 6. The world has changed - Do we really want to get left behind? - Press releases to newspapers which are going out of business… - Where will your organisation be in 5-years time if you don’t embrace and engage? Getting senior management buy-in Seven-point business case 7. Don’t be afraid to remind them… Getting senior management buy-in Facebook and social media isn’t just for geeks… Getting senior management buy-in Five ‘don’ts’ (to sell to your management team…) Getting senior management buy-in Five ‘don’ts’ 1. Don’t spend months organising a social media group and trying to get everyone into a room on the 12th of never… Getting senior management buy-in Five ‘don’ts’ 2. Don’t spend months writing a complicated social media strategy Getting senior management buy-in Five ‘don’ts’ 3. Don’t forget your ‘helicopter view’ – strategic, not tactical Getting senior management buy-in Five ‘don’ts’ 4. Don’t forget your staff… Getting senior management buy-in Five ‘don’ts’ 5. Don’t do what you’ve always done before – innovate, evolve… Getting senior management buy-in Five ‘do’s’ (to sell to your management team…) Getting senior management buy-in Five ‘do’s’ 1. Do share your objectives & outcomes Getting senior management buy-in Five ‘do’s’ 2. Do understand and manage expectations… Getting senior management buy-in Five ‘do’s’ 3. Do keep selling the opportunity to engage with your residents, your customers and your staff… Getting senior management buy-in Five ‘do’s’ 4. Do point out that it is no longer possible to ‘control the message’ Getting senior management buy-in Five ‘do’s’ 5. Do create a campaign that can galvanise and provide a kickstart… Getting senior management buy-in The best plans are the simple ones… Agree what you want to be famous for… keep it simple, stick to it, work together, make it happen Getting senior management buy-in So, it’ll be easy now, yes? Not necessarily. What else can we do to convince the powers that be… Getting senior management buy-in Five tactics that work (and are simple… ) 1. The Bear Trap 2. Try something small, keep it to yourself… 3. Get yourself a friend, a supporter, an advocate, a sponsor 4. If you have to pitch your proposal – pitch it to someone who can say ‘yes’ 5. BUT – you may only get one chance to pitch, so get it right Getting senior management buy-in They still won’t listen… So, get some help - invite someone external to talk to your senior management team Getting senior management buy-in And don’t forget one of the greatest selling points of all… It’s flipping FREE… You are not asking for money Getting senior management buy-in And ask them straight: - Do we trust our staff? - Do we want to empower them? - Aren’t they our greatest asset? So let’s provide the tools to deliver. Getting senior management buy-in When things go wrong: Getting senior management buy-in When things go wrong… Do make it absolutely clear that if things do go ‘wrong’, they must not close it all down. That would be a huge mistake, A risk. Getting senior management buy-in So, what next… Senior managers like strategies… Here’s an effective social media strategy: JFDI How many big strategies do you already have and how effective have they all been? Getting senior management buy-in So, what next… If you win that battle, they’ll make you write a detailed protocol… Is that necessary? Getting senior management buy-in No – social media guidelines in 140 characters Getting senior management buy-in Let’s recap - You may need a business case - You need a plan, a vision - Simple is often best… - You have some tactics to make it fly - You have help/support out there - Be brave – don’t be afraid to challenge Getting senior management buy-in thanks for being social Questions? Panel session www.comms2point0.co.uk Twitter: @comms2point0 Twitter: @darrencaveney Photo credits – US National Archive
