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How To Convince The Boss Social Media Does Pay Off - Tips On Pitching C Level Executives

How To Convince The Boss Social Media Does Pay Off - Tips On Pitching C Level Executives | Curation Revolution |

Many CEOs focused on measurable results are still skeptical about the merits.

Marty Pitches C Level With Emotions And Values
I scooped this article because there is some merit to pitching social media as one engineer to another as they suggest. The "plan and analyze, set Key Performance Indicators and track" approach is a technique P&G taught called shadowing. You act like the person you are selling too and increase your chances of convincing them to buy.

This article talks about how to package and sell social not how to love and care for it. I understand the complexity of selling to the "C" level and I approach "shadowing" differently. I try to think like a "C" level executive (CEO, CIO, CTO, CMO). Here are a few ways the C level executives think differently than everyone else:

* Time frames are shorter and longer simultaneously.

* It about the vision thing mostly.

* C Stands For Coach Too.

* Have To Sell To A Board.

* Report To More Stakeholders Than Anyone Else.

* Think About Legacy More Than Mere Mortals.

* C Also Stands For Hero Complex (not in bad way).

C level executives are different. Average tenure for a Chief Marketing Officer (CM0) is two years. Your "need results" mindset is short. Your "legacy" where will the company be in 20 years time frame is longer than almost anyone else in the building. One of the ways you become a C level is to have, share and relentlessly pitch your aspirational belief for the company, the where this company should be in 20 years speech.

Once you have the vision thing hook set do what no C level executive I've ever worked with/for can resist. Propose a simple test. According to this article you map that test up one side and down the other and that is one approach. I like to propose tiny tests in short time frames.

Move Twitter followers up 10% in a month via a Be Like Us campaign for example. Always provide 3 choices of campaign alternatives to a CEO and read Dan Ariely's book Predictably Irrational to know why 3 is the magic number.

Make the middle choice your sweet spot and recommendation, but be sure you can operate on either end of the spectrum if your frog jumps to another paddy all of a sudden (rogue jumping is another C level trait LOL). Here is the trick to my approach - it doesn’t matter what test you run.

Once you have the data from your test, and you will need to really get out there and beat the weeds for ALL the multi-touch benefit. Don't just use Google Analytics for this as it underreports social by 30%. Get a trial to Argyle Social or something similar and track with that. Use Topsy to look across the social web, visit the people who reTweeted your campaign and count their followers. Build all the math case this article talks about.

Then pick 3 "winning" factors and create an infographic mapping those wins to the C level values you know your boss loves (those things from the list above) like this:

** Legacy - Campaign lead "Be Like Us" article reached 28,333 people in 4 days via Retweets. There were 45 Retweeters with 4 "influential" accounts Retweeting.

** Values - Google Insight For Search shows our key phrase "Be Like Us" trended up 10% over the quarter.

** Return - Be Like Us reached 135,000 people directly and almost a million via friends of friends, gaining 10% to our subscriber list with a project Lifetime Value of $543,000 in the first year.

** Sentiment - Words used by our customers during Be Like Us include - joy (40x), Magical (10x) and Love (5x), call center complaints were down 3% while orders were up 20%.

** ROI - Our fully loaded cash costs were $50,000, we also added in soft costs such as time and opportunity costs bringing us to $110,000 producing ROI of $5 to $1 EBITA (Earnings Before Interest Taxes and Amortization).

** Comparison Set - Other times this year we've generated $5 to $1 return or greater are X, Y and Z. We've benchmarked to X, Y and Z and will report quarterly on how Be Like Us compares over the next year.


The key in any C level presentation is NOT to close all the loops. Don't connect things as much as present the forest view. Like the orders being up. That could have 100 reasons. Don't connect but don't exclude it either. Some C levels will challenge the data. View any challenge as capitulation to the social storyline. They've bought you are now just haggling the details (lol).

That last dangle and comparison set can win the day especially if there are NO OTHER returns of similar significance. If not, pick something that was close and put social into the same matrix and put them on a watch list.

C levels love tests and they love to be kept informed. Use this synergy of DATA, shadowing and emotions and chances of success go up. Good luck and remember what Bernie Lee my old M&M/Mars boss taught me - internal sales are the hardest to make.

John van den Brink's comment, August 3, 2012 10:54 AM
Thank you for this one, Martin!
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5 Cool Content Marketing Tools & How We Use Them via @Curagami

5 Cool Content Marketing Tools & How We Use Them via @Curagami | Curation Revolution |

5 Cool Content Marketing Tools shares how we use, Haiku Deck,, Gplus & Pinterest to create, test and improve Curagmai's content marketing. Tools discussed:

@Scoop.itHaiku Deck


Learn why we love these 5 content marketing tools:

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Content Marketing: Link Lessons From Curagami Top 10 Posts

Content Marketing: Link Lessons From Curagami Top 10 Posts | Curation Revolution |

Link Lessons
Inbound Links can teach you a lot about content marketing.  This post shares lessons from Curagami's Top 10 Posts including:

* Surf Waves Don't Create 'em

* Know Your 80-20 Rules

* Write What You Know & Tell Stories

Learn more lessons from Curagami's 8,000 links in:  

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Share Your Favorite About Us Pages - Curagami

Share Your Favorite About Us Pages - Curagami | Curation Revolution |

Favorite About Us pages shares an e-commerce master class video on how to create a great About Us page and asks for your favorite About Us Pages examples.

Great About Us Pages:

* Tell A Story.
* Share Values

* Outline a Movement

* Help Build Community

Share your favorite about us pages in reactions (on, comments on the Curagmai post or email martin(at)
Thanks, Marty  

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How To Make Buffer's Social Failure Your Success via Curagami

How To Make Buffer's Social Failure Your Success via Curagami | Curation Revolution |

Buffer's Social "Failure" = Your Success
Make Buffer's Social Failure Your success with lessons from three great web marketing books including Superforecasting, The Silo Effect and The Black Swan. The post builds on a Buffer post sharing their shocking 50% decline in social media traffic. 

The real question is - ARE THEY FAILING.

They seem to think so and that thought may point to bigger issues. Issues well outlined in 3 great web marketing books (note if you buy using the links to Amazon below you make a contribution to curing cancer TY)

SuperForecsting: The Art and Science of Prediction  

The Silo Effect: The Perils of Expertise

The Black Swan:  Impact of the Highly Improbable

How web marketers THINK about what they are doing matters and this Curagami post shares tips on how to THink Like An Internet Marketer along with links to some of our favorite web marketers including several from

@Guillaume Decugis 
@Cendrine Marrouat - 
@Brian Yanish - 

Among others.

Start thinking like a web marketer, read this Curagami post  

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8 Tips About Overcoming Impostor Syndrome I Wish I Knew via @msanromanv

8 Tips About Overcoming Impostor Syndrome I Wish I Knew via @msanromanv | Curation Revolution |
Impostor syndrome is much more common that you'd think.
Martin (Marty) Smith's insight:

Imposter Syndrome
Every assign your achievements to luck or some supernatural force? You may be suffering from "Imposter Syndrome" as outlined by Mike San Román  for Buffer. Here are Mike's 8 Tips to overcome:

  1. Recognize Imposter syndrome exists.

  2. Embrace Positive Feedback.

  3. Don’t attribute your successes to luck.

  4. Don’t use "only" or "simply". 

  5. Keep a journal. 

  6. Recognize perfection is a myth. 

  7. Be proud of being humble. 

  8. Seek to help others. 


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Why American Healthcare Has No Clothes via Curagami

Why American Healthcare Has No Clothes via Curagami | Curation Revolution |

American Healthcare Is Broken
This post shares a patient's perspective on why we can't get there (feel better) from here (our current healthcare system). Patients don't and can't feel heard because our treating hospitals and doctors don't have tools needed to do so.

The government's fix is more than partly to blame. Luckily one of my friends is working on a better system. Learn more about how we fix American healthcare and share your story, experience or ideas.