Selling Social Media to Senior Management Micah Laney

Selling Social Media to Senior Management Micah Laney Digital Communications, Walmart

Who is this guy? • • I work at Walmart On the Global Associate Communications Team As part of the Digital Strategy Team The result: A techie on a comms team in a retail company

What have you done? • • • 3 rd iteration of the extranet, walmartone. com, launched last month More than 1 million employees are registered and visiting every month Everything in this presentation, three times

Part 1: What you see • • More social, more fun, more collaboration means it’s more better Increased communication and productivity Happy employees and clients Puppy dogs and rainbows

Part 2: What they see • • • Risk, expenses and loss of control Worst case scenarios General doom and gloom

Part 3: The goal • • • Communicate what you want Understand what they want Move from “you” to “us”

Part 4: What it takes • • • Storytelling In-depth planning and analysis Partnership

Then we’re done • • Cool? But first. . .

Part 1: What you see • • • It’s awesome Everyone is doing it Seriously, it’s awesome

Games • • Improved engagement because people want to participate It’s sticky, because people want to win

My Sustainability Plan • • The idea: Let’s get employees to engage in a wellness program The how: Make it fun! Make it a website! Make it a fun website!

Collaboration • • • Ideas all over the place The best will organically bubble up to the top The customer is invested

Dub the Dew • • The idea: Let’s get more customers engaged with our brand The how: Let customers vote on the name of the new flavor of Dew!

Local Conversations • • • They are already happening, with or without you You now get to participate in a way that matters Not as a faceless evil, but as a part of the community

Like your local Walmart • • The idea: Let’s get more customers to engage with our brand The how: Bring in a celebrity and let customers vote!

Part 2: What they see • • • Things that could will go wrong The results of that wrong How you will ruin everything

My Sustainability Plan • • • The idea: Let’s get employees to engage in a wellness program The how: Make it fun! Make it a website! Make it a fun website! The mistake: It’s on the internet

Dub the Dew • • • The idea: Let’s get more customers engaged with our brand The how: Let customers vote on the name of the new flavor of Dew! The mistake: It’s on the internet

Like your local Walmart • • • The idea: Let’s get more customers to engage with our brand on a local level The how: Bring in a celebrity and let customers vote! The mistake: It’s on the internet

Part 3: The goal • • Build a partnership with your leadership Build a partnership with your legal and privacy teams

Your job • • • Identify risks before anyone else Be your own nemesis Have proactive and reactive plans

It’s going to be a disaster • • Build a worst case scenario survival handbook Document impact vs. likelihood

http: //www. altimetergroup. com/research/reports/social-media-risk-management

Protocols and reviews • • • This is boring This is 100% crucial You must have a plan for governance (prevention) You must have a plan for disaster (recovery) You must review this plan regularly (because things change)

Something will go wrong • • Be ok with that, by being ready How many typos are in this presentation?

Sell the story • • • Make it positive Make it personalized

Share the risk • • • What’s going to happen What we’re going to do about it How they are going to help

Shoot skeet • • • Review the risk matrix Review protocols and policies Adjust

My Sustainability Plan • • The idea: Let’s get employees to engage in a wellness program The how: Make it fun! Make it a website! Make it a fun website! The mistake: It’s on the internet The recovery: Keep it simple, know what you’re up against

Dub the Dew • • The idea: Let’s get more customers engaged with our brand The how: Let customers vote on the name of the new flavor of Dew! The mistake: It’s on the internet The recovery: None. Dead.

Like your local Walmart • • The idea: Let’s get more customers to engage with our brand The how: Bring in a celebrity and let customers vote! The mistake: It’s on the internet The recovery Roll with it

Part 4: What it takes • • • Storytelling Partnership Openness • • • Research Planning Analysis

Part last: • Other resources: • Guarding the Social Gates • Facebook Stories • 27 Things to Know http: //www. altimetergroup. com/research/reports/social-media-risk-management http: //www. facebookstories. com/ http: //www. prdaily. com/Main/Articles/12118. aspx

Questions? Micah Laney micah. laney@wal-mart. com @micahlaney

Thank you.