1. Facebook in the public sector Getting senior management buy-in Darren Caveney I 14 March 2012

2. Getting senior management buy-in How often are you having to make the case for using social media?

3. Getting senior management buy-in Really, there are barriers?

4. Getting senior management buy-in So, how do we turn that around and get buy-in?

5. Getting senior management buy-in what we need is a plan Heres one…

6. Getting senior management buy-in Seven-point business case… 1. Talk in senior management language… -Dont prattle on about social media -Talk about delivering digital engagement -Talk about innovation -Talk about customer experience -Talk about channel shift -Talk about VFM and ROI

7. Getting senior management buy-in Seven-point business case 2. Be strategic, not tactical -Position social media as a strategic solution, not just a tactical tool -Its not about social media – its about engaging customers -Its a marketing-led approach to business: Its what many customers want, expect, demand

8. Getting senior management buy-in Seven-point business case 3. Its about the metrics - The numbers are compelling and undeniable -If Facebook were a country… yeah, yeah, yeah -Need to make it local and relevant -50% people now follow brands on social media* -36% users post brand related content* *Source: thesocialskinny.com

9. Getting senior management buy-in Seven-point business case 4. Whats the story… -Talk up the opportunity to tell your organisations story -Paint a picture, create a narrative -Be human, be open -And anyway, why rely on a newspaper to tell your story?

10. Getting senior management buy-in Seven-point business case 5. Reputational benefits -Positioning -Access -Conversation -Learning -Perception is that public sector is poor – actually, there are some exemplars in social media

11. Getting senior management buy-in Seven-point business case 6. The world has changed -Do we really want to get left behind? -Press releases to newspapers which are going out of business… -Where will your organisation be in 5-years time if you dont embrace and engage?

12. Getting senior management buy-in Seven-point business case 7. Dont be afraid to remind them…

13. Getting senior management buy-in Facebook and social media isnt just for geeks…

14. Getting senior management buy-in Five donts (to sell to your management team…)

15. Getting senior management buy-in Five donts 1.Dont spend months organising a social media group and trying to get everyone into a room on the 12 th of never…

16. Getting senior management buy-in Five donts 2. Dont spend months writing a complicated social media strategy

17. Getting senior management buy-in Five donts 3. Dont forget your helicopter view – strategic, not tactical

18. Getting senior management buy-in Five donts 4. Dont forget your staff…

19. Getting senior management buy-in Five donts 5. Dont do what youve always done before – innovate, evolve…

20. Getting senior management buy-in Five dos (to sell to your management team…)

21. Getting senior management buy-in Five dos 1. Do share your objectives & outcomes

22. Getting senior management buy-in Five dos 2. Do understand and manage expectations…

23. Getting senior management buy-in Five dos 3. Do keep selling the opportunity to engage with your residents, your customers and your staff…

24. Getting senior management buy-in Five dos 4. Do point out that it is no longer possible to control the message

25. Getting senior management buy-in Five dos 5. Do create a campaign that can galvanise and provide a kick- start…

26. Getting senior management buy-in The best plans are the simple ones… Agree what you want to be famous for… keep it simple, stick to it, work together, make it happen

27. Getting senior management buy-in So, itll be easy now, yes? Not necessarily. What else can we do to convince the powers that be…

28. Getting senior management buy-in Five tactics that work (and are simple… ) 1.The Bear Trap 2.Try something small, keep it to yourself… 3.Get yourself a friend, a supporter, an advocate, a sponsor 4.If you have to pitch your proposal – pitch it to someone who can say yes 5.BUT – you may only get one chance to pitch, so get it right

29. Getting senior management buy-in They still wont listen… So, get some help - invite someone external to talk to your senior management team

30. Getting senior management buy-in And dont forget one of the greatest selling points of all… Its flipping FREE… You are not asking for money

31. Getting senior management buy-in And ask them straight: - Do we trust our staff? - Do we want to empower them? - Arent they our greatest asset? So lets provide the tools to deliver.

32. Getting senior management buy-in When things go wrong:

33. Getting senior management buy-in When things go wrong… Do make it absolutely clear that if things do go wrong, they must not close it all down. That would be a huge mistake, A risk.

34. Getting senior management buy-in So, what next… Senior managers like strategies… Heres an effective social media strategy: JFDI How many big strategies do you already have and how effective have they all been?

35. Getting senior management buy-in So, what next… If you win that battle, theyll make you write a detailed protocol… Is that necessary?

36. Getting senior management buy-in No – social media guidelines in 140 characters

37. Getting senior management buy-in Lets recap - You may need a business case - You need a plan, a vision - Simple is often best… - You have some tactics to make it fly -You have help/support out there -Be brave – dont be afraid to challenge

38. Getting senior management buy-in thanks for being social

39. Questions? Panel session www.comms2point0.co.uk Twitter: @comms2point0 Twitter: @darrencaveney Photo credits – US National Archive