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Copy of Selling Social Media to the C-Suite
Transcript of Copy of Selling Social Media to the C-Suite
Manager, Social Communications and Strategy
ASAE: The Center for Association Leadership
David D. DeLorenzo, CAE
Chief Digital Officer
National League of Cities
WHAT DOES IT MEAN TO BE SOCIAL?
Meaningful social interactions typically:
Occur one-on-one or in smaller groups whose members have something in common;
Draw on context, historical or otherwise, to make the conversation more meaning
Have a purpose, whether to delight, to inform, or to help
WHAT IS SOCIAL MEDIA ABOUT?
Amount of total U.S. internet time is spent on social networking sites.
Produces double the marketing leads of trade shows, telemarketing, direct mail, or PPC
Higher than the average lead conversion rate
Say Facebook is important to their lead generation strategies.
Have found a customer via Facebook in 2013
Of fans of brands on Facebook recommend brands to others
Have found a customer via LinkedIn in 2013
Have found a customer via Twitter in 2013
Of consumers who complain on Facebook or Twitter expect a response within 1 hour
Of online users count on social media when making a purchase decision
It's Not NEW
Fastest growing communications platform in history
Connection between business objectives and social media
VIRAL VIRAL VIRAL
Cost of Not Being in Social Space?
Attract (and keep) Young Talent (Millennials)
Social media can be massive focus group
Who do we want to know better?
How do we know that?
How do we find the people who are likely to be important to the organization?
How do we keep up with what’s important in the industry?
How do we know when someone is ready for a relationship with us?
How do we know when someone is talking to or about the organization?
How can we make our relationships robust and genuine?
How can we make sure that opportunities aren’t falling through the cracks?