4. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“I don’t use Facebook.”
“We’ll just get an intern to do it.”
“I don’t even know
where to start.” “I don’t need that
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
9. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
SEVEN STAGES
@tamadear
10. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
SHOCK
SEVEN STAGES
@tamadear
11. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
DENIAL
SHOCK
SEVEN STAGES
@tamadear
12. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
DENIAL
NEGOTIATION
SHOCK
SEVEN STAGES
@tamadear
13. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
DENIAL
NEGOTIATION
SHOCK
DEPRESSION
SEVEN STAGES
@tamadear
14. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
DENIAL
NEGOTIATION
SHOCK
ACCEPTANCE
DEPRESSION
SEVEN STAGES
@tamadear
15. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
DENIAL
NEGOTIATION
EXPERIMENTATION
SHOCK
ACCEPTANCE
DEPRESSION
SEVEN STAGES
@tamadear
16. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
INTEGRATION
DENIAL
NEGOTIATION
EXPERIMENTATION
SHOCK
ACCEPTANCE
DEPRESSION
SEVEN STAGES
@tamadear
17. Adaptation of
http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
INTEGRATION
DENIAL
NEGOTIATION
EXPERIMENTATION
SHOCK
ACCEPTANCE
DEPRESSION
SEVEN STAGES
@tamadear
18. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“Why would we need to
“I don’t use Facebook.”
“We’ll just get an intern to do it.”
be in social media?” that
“I don’t even know
where to start.”“I don’t need
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
21. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“Radio/TV/Print
“I don’t use Facebook.”
“We’ll just get an intern to do it.”
works just fine“I for need that
“I don’t even know
where to start.” don’t us.”
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
24. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“I don’t use Facebook.”
“I don’t use Facebook.”
“I don’t even know
where to start.”
“We’ll just get an intern to do it.”
“I don’t need that
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
27. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“I can barely get
“I don’t use Facebook.”
“We’ll just get an intern to do it.”
my job done already!”
“I don’t even know
where to start.” “I don’t need that
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
30. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“I don’t even know
“I don’t use Facebook.”
“We’ll just get an intern to do it.”
where to start.”need that
“I don’t even know
where to start.” “I don’t
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
33. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“I don’t use Facebook.”
“It’ll never work. need that
“I don’t even know
where to start.” “I don’t
”
“We’ll just get an intern to do it.”
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
36. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
“This will never work.”
“We have 5 likes.
We have 5 followers.
e need 500,000.
there an app for that?.”
“It’s kids’ stuff.”
We need 500,000.
“I don’t use Facebook.”
“We’ll just get an intern to do it.”
Is there an app for that
“I don’t even know
where to start.” “I don’t need
“I can barely get my job
“It’s too that?.”
done already!” “We don’t have anything to say!
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
41. Who really uses it?” “We don’t have
the resources.”
“We’re regulated.” change what’s working?”
“Why
We have 5 followers.
e need 500,000. “This will never work.”
there an app for that?.”
“It’s kids’ stuff.”
“I don’t use Facebook.”
Thank you. need that
“We’ll just get an intern to do it.”
“I don’t even know
where to start.” “I don’t
“I can barely get my job
done already!” “We don’t have anything to say!
“It’s too
complicated.” “PFFT. FAD.”
“Radio/Print/TV works just fine for
ET OFF MY LAWN!” us.”
@tamadear
Notes de l'éditeur
\n
\n
Let me ask you a question: How many of you are in the position of having to “sell” social, whether internally or externally?\n\nSo, any of these sound familiar?\n
Did I miss any?\n\nI mean, really. People. Don’t you hate ’em?\n\nWe all do it -- grumble that clients, our friends, colleagues, parents, children, whomever, don’t get it. \n\nBut the truth is...\n
They aren’t the problem. \n\nIn a lots of ways the easiest part of all of this is having the ideas in the first place. \n\nGetting people to do them is another thing entirely.\n\nBut that’s what interests me the most: how do we get people to take action? \n
Getting action to happen, however, means change has to happen.\n\nAnd people -- pretty universally -- don’t like change.\n\nChange throws us off, and we’re different on the other side. \n\nAs much as change happens all the time, it’s a natural human instinct to resist it...\n\n
To deny it, and pretend it isn’t happening, \n\n...denial makes it easy for someone to say “no” when you trying to sell social.\n
Something I learned in my days overseeing the fundraising communications at Harvard Medical School:\n\nEvery no is a path to yes.\n\nA “no” is a rejection of the approach as much -- or more -- than it’s a rejection of the idea.\n\nAnd sometimes social *isn’t* the answer...and you have to know that, too.\n\n\n\n
Which means that the problem isn’t that people don’t “get it,” it’s that you don’t yet get how to satisfy what they most need.\n\nSo, what do they need? Well, different things at different stages.\n
The stages are no different than other stages of change (or grief)...\n\nSome people will go through all of them, some none. And it’s not necessarily a linear process.\n\nThe first is shock, where people marvel that people could actually care what you had for lunch.\n
Then comes outright denial, where people ignore or minimize the tools and what they mean.\n
Next is negotiation, where people start trying to force-fit old rules onto these new tools, or try to just tack them on to what they’re already doing.\n
Depression’s next, where folks tend to feel so overwhelmed by it all and just want to avoid it all entirely.\n
In acceptance, you finally see some signs of hope -- both for them and for you.\n
Experimentation is where they’re getting their feet wet, which sometimes means diving head first into the shallow end.\n
And finally, and ideally, integration -- where social is fully integrated into their thinking.\n
It’s the first four stages where we run into the most trouble. \n\nBy the time someone’s in Acceptance, they’re usually reaching out to *you,* so the idea is already half-sold.\n
So let’s take a look at selling to those who are putting up a fight.\n\nAh, yes, the doubter, in full shock.\n\nDoubts: the relevance of social\n\nNeeds: to see the need\n\n\n\n\n\n
Which means you need to make it urgent. \n\nYou need to *show* them what’s already being said...\n\nand tie it to what *they* define as urgent.\n
99 - regional restaurant chain\n\nHappy to be on Facebook but absolutely unconvinced -- for well over two years -- that they needed to be on Twitter as well.\n\nEvery strategy and media recommendation for two years had presented Twitter as a strategic companion to their Facebook presence, and every year it was rejected.\n\nIt wasn’t until we did two things that we, just a few months ago, finally sold them on Twitter:\n\n(1) Showed them the conversations already happening in social spaces...particularly in comparison to their competitors\n\n(2) Tied it to their more urgent goal: growing their activity on Facebook. \n
This skeptic doesn’t see any additional marketing channels as necessary -- they’re in denial, or perhaps in negotiation.\n\nIf the old media is working fine, in other words, why change it?\n\nThere’s a couple of ways to counteract this one, of course -- media buyers like to overwhelm these folks with all the data that shows the decrease in reach and time spent in traditional media, but that just makes people feel like they’re wrong...and that’s not the best path to getting something sold.\n
No, I like to make it necessary, to frame as essential to making the forms of media they prefer to work better.\n
I’ve used this most successfully in pitching business, and in the yearly planning meetings we have for clients.\n\nWe focus on the changes we want to see, usually tied to some version of the marketing funnel or consumer journey, and organize creative and media strategy around that.\nNOT on the channels, broken out in traditional silos.\n\nThat way, we can focus on, say, awareness and play up how broadcast (which, in the case of City Year is donated to them, and thus carries a heavier weight than it might if they had to pay for it) and social can play well together. \n\nWhen you do that, it’s a lot harder to lop off social -- instead of it being a channel that sits at the end of a presentation after print, digital, and broadcast, it’s part and parcel of an integrated effort. Taking it out makes it feel like you’ll get less awareness...and they’re loathe to do that.\n
It’s easy to dismiss people who don’t get it...but not so easy when we rely upon people getting it in order for our businesses to survive. \nThis one, with which I’d also group “It’s just for kids,” or “We’re B2B, so it doesn’t apply” is a hallmark of people who doubt the tools themselves and their lasting value, power, and potential.\n\nIt’s another form of denial, really.\n\nWhat they need from you is help moving from tactical view of social media to a strategic one.\nThere’s a cold, hard truth at work here:\n
There’s a technique in both sales and conflict resolution where, rather than face someone head on, you literally turn sideways, so that you are either standing perpendicular to them, or next to them.\n\nThis is the same idea: you make social be about something related, but something bigger.\n\nThe whole idea of social business is this idea -- make social not about the tools, but about a whole way of doing business (that happens to use the tools).\n
That technique has worked well with one of my clients:\n \nBy expanding their blogger outreach program into a social media listening and advocacy program by expanding the idea of “blogger outreach” into Influencer outreach -- by building a 4x4 model that identifying four categories of influencers, three of which they weren’t addressing at all...\n\n
Here’s the skeptic who has started to see the value, but has no idea how to get started -- and if they do, they’re not sure how they’ll continue.\n\nThey’re depressed.\n
This is where you need to take a big, scary thing and make it little -- as little as possible.\n
We had a client who had actually cancelled our social media retainer fee a year before I got there -- so part of my job was to win that business back.\n\nThis was a client (and a B2B one at that!) that wanted to be involved in social, but was overwhelmed by it. Every time we’d gone in before, we’d made big presentations about big ideas that the client felt were simply out of scale with what they could and would do.\n\nSo I made a little presentation about a little idea: looking at what they were doing now, and seeing if we could see opportunities to make it better. I laid a modular process for a content strategy, but broke it into the smallest possible bits and deliverables, so they could buy as much as they wanted or needed, and go at the pace they wanted.\n\nThe result? They bought the whole thing (which was, by the way, what we’d been trying to sell them from the beginning.)\n\n\n
Here’s another depressed skeptic who gets it but doesn’t really understand what it is they’re getting themselves in for.\n\nThey can handle the big ideas, but they need hand-holding to get started, and frequent consultation.\nThere’s a cold, hard truth at work here:\n
They need you to make it make sense -- to put it in terms they understand.\n\nThe easiest path to that is education. \n\nIf they’re readers, send them articles to read or blogs to follow. \n\nIf they’re talkers, set up therapy sessions. \n\nIf they’re listeners, set up presentations.\n
I had a combination of both when I was in my previous position and working with the Harvard School of Public Health.\n\nWhat I set up for them was a “social media startup lab” -- a two-session workshop, with homework, for understanding social media and how it could best be used for them.\n\nAfter the lab was over, we set up what my client called “therapy sessions” every couple of months for me to come in and simply answer questions. I was also “on call” in between (at hours covered in the original scope).\n
Whereas the other two depressed skeptics had some hope, this kind has none -- or at least no hope that the work they do will have any visible results, or be worth the effort.\nThere’s a cold, hard truth at work here:\n
That’s where making it easy comes in (and a little bit of science). \n\nListen for what they’re most afraid of, and set up a test or pilot, highly controlled, where they can see the results and decide if and how they want to continue.\n\nI usually recommend some version of the scientific method: observe, investigate, hypothesize, experiment, analyze, retest.\n\nClients are happy to know the parameters, a start and end date, and to have all the documentation of if and why something worked or didn’t.\n\nIt also give you a chance to know more about the differences between what they say they want and what they really want.\n
We’ve done a number of those experiments and tests with our clients and Foursquare -- some chose to continue afterwards, and another looked at a different test -- of Facebook -- and decided they wanted to spend more time there.\n\nThe homework I mentioned before at HSPH were *personal* pilots, where people were given a task of setting up social profiles and a blog for a personal project of theirs. It was a way of giving them a learner’s permit before handing over the key’s to Harvard’s brand, but it also showed them what was and wasn’t likely to work for them.\n\nThese days, we’re piloting The LevelUp with Papa Gino’s, a regional chain of pizzerias, and D’Angelo sandwich shops. The LevelUp is a new kind of mobile payment system that also serves as a mobile loyalty program.\n
We’ve all had experience with this kind of skeptic. In this case, what they don’t seem to get is the larger picture.\n\nThis is SHINY OBJECT SYNDROME.\n\nThey want to make it *too* easy.\nThere’s a cold, hard truth at work here:\n
As I said before, people don’t like to feel like they’re wrong, so telling a client that their wanting X number of likes or followers is stupid isn’t going to get us very far. \n\nWe need to tie it into things *they* care about (DAVE FLEET suggested the SMART technique), and find a way to turn what they care about into a way to frame the larger strategic thinking we know they need.\n\nThis technique is all about working *with* clients motivations, their KPIs, not against them -- but accomplish the larger goal that lets us sleep at night.\n\n
WBUR came to us with just such a request: we want an app that will bring us more Facebook likes. \n\nWe, of course, wanted to make sure whatever they ended up buying from was a logical continuation of the brand messaging we’d worked hard to build, “UR WBUR.” They also wanted a campaign in market RIGHT NOW -- and we wanted that to tie into it to.\n\nSo we created an iterative campaign: we had an idea that if we could get people to tell us why they listen to WBUR, we could use their words (and faces) in a campaign. To make them aware of the Facebook app (and contest that went along with it), we seeded the marketplace with examples, in print, OOH, and on-air.\n\n(And yes, they’re a non-profit, so all the folks featured as listeners in that campaign were A&G staff. And yes, I’m on a billboard on the Mass Pike, about which I get several tweets a day!).\n\nIn other words, we took two things they cared about -- being in market right away and increasing facebook likes -- and found a way to tie them together that would last well beyond the normal lifecycle of a Facebook app, to build their brand.\n\nWe made it theirs.\n
These are only *some* answers, and ones that have worked well for me. \n\nBut they’re not the only answer -- and that, honestly, is the thing I most want you to remember:\n\nThere’s always another way.\n\nThink about the response you want to invoke, not what you want to say.\n\nAs I said in the beginning: every no is a path to yes. \n\nIf you listen hard enough people will tell you the answer.\n\nSo? Listen.\n
Now, What other questions can I answer?\n
\nThere’s a cold, hard truth at work here:\n
