Strategies for building buy-in


My name is Ike Pigott, and you arrived here because someone you know passed along a link from a presentation I made. (If you are reading this Friday morning, June 21, 2013 – then I might still be speaking. How cool is that?)

My session on Brand Journalism was part of the Vocus PR Demand Success conference in Washington, DC.

You got here from this tweet:

“Strategy should always be informed by measurement, but that’s not the first hurdle.” @ikepigott #Demand13

Getting buy-in from a lot of different internal players is difficult, because the path of resistance and the source of resistance changes with the culture of each department, and its role. You will have to sell not only the platform, but also the approach of using social networks as tendrils that will drive your traffic. You have to sell some people on measurement, which many organizations only give lip-service to. And you need to ensure that your culture will embrace the use of analytics to inform changes to the big-picture strategy.

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