“Getting Agency Buy-In for Social Media Success”

Principal Buy-In: Before you convince your people, you have to convince yourself.

PRINCIPAL BUY-IN Reasons for resistance: It’s hard to teach an old dog new tricks.

New business has been done the same way for years, and social media is unproven and out of the comfort zone.

In the past, cold calls worked. Even still, it was hard to stay consistent. Result: ABC Clients

Diving into uncharted waters is petrifying.

You don’t know exactly who your audience is, so it feels like shouting into the dark. At first, narrowing your agency down to a focus feels limiting.

Most of all, this represents YOUR agency.

PRINCIPAL BUY-IN Reasons for conversion: The old way doesn’t work anymore.

New business hits were slowing down, which lead to…

…DESPERATION

Social Media has a low cost to enter.

We found the new way works even better.

 One step removed from the agency, so the personal attachment isn’t so deep.  Research proved the advice we were receiving.  Received instant feedback from the online community.

PRINCIPAL BUY-IN Full commitment is key.

 Your staff will commit as much as you do.  There should not be a 1/2 way commitment.

Staff Buy-In: Before your staff joins in, you should have:  Voice & strategy defined

Staff Buy-In: Before your staff joins in, you should have:  Voice & strategy defined  Content prepared

Staff Buy-In: Before your staff joins in, you should have:  Voice & strategy defined  Content prepared  A plan to execute

Parting Advice:  Commit to using Social Media.

Parting Advice:  Commit to using Social Media.  Jump in, feet first.

Parting Advice:  Commit to using Social Media.  Jump in, feet first.  Participate in the conversation.

Parting Advice:  Commit to using Social Media.  Jump in, feet first.  Participate in the conversation.  Evangelize your staff.

Parting Advice:  Commit to using Social Media.  Jump in, feet first.  Participate in the conversation.  Evangelize your staff.  Lead their efforts.

Parting Advice:  Commit to using Social Media.  Jump in, feet first.  Participate in the conversation.  Evangelize your staff.  Lead their efforts.  Maintain your presence, both online and with your employees.

And most of all…

Start and don’t look back. Stay ahead of the curve.

my Stephanie Holland President & Creative Director Holland+Holland Advertising