Social Media Marketing Plan

Chapter 15

Convincing Mr(s). FancyPants

aka Getting the C-Suite Buy-In


posted by Amanda


So, you’ve got your whole social media campaign plan put together, huh?  You intend to turn this company around and make the world a better place.  Right?  Well, depending on how you present your idea, you might get a big fat NO from the other side of the table.  So what do you do?

First, this:

Then, this:

Don’t worry!  Be better-prepared next time!

In this HootSuite blog post by Evan LePage, he explains how most executives still are not on the social media bandwagon.  Although most recognize that it is beneficial, they have no idea how, or even how to use it.  LinkedIn is the top platform in use by such professionals but only for recruitment and networking purposes.

DHR International and Modern Survey conducted some research among executives and the results are somewhat shocking.  The customers, the employees and the competition all use social media, but:

  • 60 percent of executives use social media less than one hour per week
  • 90 percent of the polled executives said they would use it “if it were helpful to their business.”
  • 80 per cent said they would use it more “if they thought it was a better use of their time.”

Clearly, there is some form of miscommunication going on!

Our textbook offers (p 349) a list of advice for approaching the top executives.  Your approach and presentation might quite literally make or break the success of your campaign even getting a chance to see the light of day.

Identify with the mindset of these executives
Deliver the broad brushstrokes of the big picture.  NOT the little details about increasing Facebook followers.

Show them the payoff
Bottom line, they want to know about the MONEY!  ROI is why they show up to work, so give them a reason to come back tomorrow.

Present a detailed budget request
Just as much as they want to know about the return, they will also want to know how their money is being spent up-front. And why.

Show them the timetable for reaching milestones
Be specific with the projected time.  They want to know how long they have to wait to see the results of the efforts that they might already be doubting.

Close the deal
Summarize.  Be honest about the risk, but have the crisis plan available.  Proactive measures are always more beneficial than reactive.