Integrating Social Media within a company that has successfully performed 25 years without it, is like Moving Mountains…with a Lake in the Middle!
But it is necessary in this world of Social Media conversationalists. We need to be part of it.
When you get this kind of reaction from seasoned Sales Reps, after launching OnX’s first Twitter campaign…”Hey – What’s this Twitter thing?”. It has to give you some indication that there are going to be some hills…mountains show up later when you realize you need resources and a strategy.
Yet, after organically growing a Twitter follower base of greater than 600 followers in less than 2 years, building a content library on Vimeo, managing a Blog Ambassador schedule and overseeing LinkedIn accounts, you get the sense that the mountain isn’t that heavy.
Rightly so, there are a lot of trial-and-errors. You have to trigger those Social Media vehicles and see for yourself the fallout reaction. It becomes a rinse-n-repeat if they were received well and areas of refinement if you get the silent crickets. A constant work in progress, no doubt. In the meanwhile, you need convincing for the powers-that-be there is ROI in all of it.
Thank goodness, the ROI is inevitable. I experienced this hands-on when amongst our Twitter efforts during a keynote session at an OnX-led event, a Twitter entry from a prospect in the audience stated that his Execs would appreciate this Keynote presentation on Cloud. After calming my excitement, I pursued my Sales Rep. We responded immediately to his Tweet and voila…an appointment meeting is set with the prospect’s Executive Leaders. It has filled our pipeline with a lead of $1.8M.
“Companies that blog, get 55% more web traffic and 70% more leads than those that don’t.” Cisco Guide to Social Media.
I am learning a lot about Social Media (and moving mountains). Though, lots of credit goes to those that helped along the way; meeting up with a social media guru, Chuck Hollis, VP of Global Marketing CTO at EMC, researching through Cisco’s Social Media Guides, reading several IBM’s Market Research libraries, attending webinars and having Enza Alexander, Executive VP at OnX mentoring me along the way. What I learned are some of these success elements in a Social Media Strategy;
1. You need an Executive Face for Social Media. It needs to be driven corporately, not hidden within a department
2. It will be time consuming, but worthwhile. Make the time.
3. Establish the basics: goals, policies, vehicles and gather and train your conversationalists
4. A governance body should be established
5. Teach and Praise your Brand Heroes for Social Media. You’ll attract leaders whom want to become one
I am excited to implement the strategy. I believe that its acceptance level will grow within our teams and we’ll see it more as part of our outreach programs. Those still in denial – we’ll convert you eventually.
And, if that Lake is still in the way and moving the mountain is questionable, I will certainly climb to the top of it and tweet when I get there!
Has anyone seen Gary Ganome lately?
Director of Marketing and Social Media