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How to Build Internal & Senior Management Support for Social Media Programs

How to Build Internal & Senior Management Support for Social Media Programs. Kira Wampler, Marketing & Community Leader JumpUp.com, the place to start & grow a business, from Intuit. April 2007. Today’s Agenda. Introductions Intuit leads the way with social media

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How to Build Internal & Senior Management Support for Social Media Programs

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  1. How to Build Internal & Senior Management Support for Social Media Programs Kira Wampler, Marketing & Community Leader JumpUp.com, the place to start & grow a business, from Intuit April 2007

  2. Today’s Agenda • Introductions • Intuit leads the way with social media • Separating The What from The How • 5 Steps to “Sell Social Media” Internally • State what you’re solving for • Engage your evangelists • Create a common language • Partner with your pessimists • Launch & Learn & Learn • Q&A

  3. About Intuit Intuit’s products and services transform business and financial management for small businesses, accounting professionals and consumers. • Founded in 1983 • Annual revenue of more than $2 billion • Intuit is traded on the NASDAQ: INTU • Employs nearly 7,000 people • Major offices in 13 states across the U.S. and in Canada and the United Kingdom.

  4. Early Adopters of Social Media Intuit has adopted relevant and useful social media tools to deliver great experiences for customers & employees.

  5. Separating The What from The How "When the only tool you own is a hammer, every problem begins to resemble a nail." - Abraham Maslow

  6. Step 1: State What You’re Solving For? Use the 3 Cs • Company: What are your business objectives? And, what are your core competencies? • Customer: What matters to your customers? • Competitors: What are your competitors doing to serve your customers? Social Media Use Cascades from the Goal

  7. Team’s Fiscal Year Objectives: Increase the number of new customers Increase the number of happy influencers Increase the number of products our customers use Divisional Objectives: Generate positive word-of-mouth Delight large numbers of users and influencers Win on the web EXAMPLEStep1: State What You’re Solving For Podcasting Big Y: Help new customers get more out of our products and services by delivering the content they want, when they want it.

  8. Step 2: Engage Your Evangelists Senior Management Product Managers Customer Support Legal • Find Them • Internal stakeholder analysis • Ask for referrals Public Relations • Identify Their Needs • Ask about team’s priorities • Ask about customer priorities • Link Their Needs to Your “How” Product Marketers • Stay in Regular Contact R&D Team Finance

  9. EXAMPLEStep 2: Engage Your Evangelists Launched: March 2006 with core team of Intuit WoMMers (3 people) Today: 100+ Intuit employees engaged across four divisions and 6 brands

  10. Step 3: Create a Common Language From • Different teams use different language to describe the same tools • Senior management believes tools are fads and not useful or relevant • Your meetings end up in rat-holes due to semantics To • All relevant teams use same language to describe tools in use • Senior management understands how new tools are being tested and used for customers • You achieve your meeting goals…to win support and resources for the tools you want to use

  11. EXAMPLEStep 3: Create a Common Language • Word of Mouth is the act of consumers providing information to other consumers. • Stake in the ground: Amplifying Word of Mouth is a marketing discipline. Long Short

  12. Step 4: Partner with Your Pessimists No matter how well you: • State what you’re solving for, • Engage your evangelists, and • Create a common language You’ll still have pessimists in your midst And, that’s a good thing! Partner with them by: • Understanding their priorities and their concerns • Connecting your project to their priorities • Address their legitimate concerns with real action • Staying in touch with them, especially around results (both positive and negative)

  13. EXAMPLEStep 4: Partner with Pessimists Intuit shifted from a “no communications” rule to a “good communications” policy by: • Creating and delivering a guardrails program that educated 700+ Intuit employees on our online policy, including 20 train-the-trainers • The training was developed in close partnership with legal, PR, finance and industry relations teams

  14. Step 5: Launch & Learn & Learn "Not everything that can be counted counts, and not everything that counts can be counted.” - Albert Einstein

  15. Q&A Need help after the conference? Email kira_wampler@intuit.com

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