http://nickwestergaard.com

1. BRAND DRIVEN social
Time, Talent, & Terror
Overcoming the Internal Obstacles
to Social Media Adoption
nick westergaard | branddrivensocial.com | fall 2012

2. Getting Started
@NickWestergaard
#GoToExplore
NickWestergaard.com

3. Not Going Anywhere
Photo via Flickr user nate steiner

4. Not About Selling You
Photo via Flickr user Phil Roeder

5. The Biggest Obstacles to
Internal Social Media Adoption
‣ Time
‣ Talent
‣ Terror

6. 1
TIME!

7. The Time Objection:
“I Don’t Want My People
on Facebook All Day ...”
Photo via Flickr user west.m

8. Another Time Objection:
“Our Team Doesn’t Have
Time for This ...”
Photo via Flickr user klynslis

9. Alternate Time Objection:
“We’re Waiting on the
Corporate Initiative ...”
Photo via Flickr user wwarby

10. 2
TALENT!

11. The Talent Objection:
“We Don’t Have the Right
Kind of People ...”
Photo via Flickr user joelogon

12. 3
TERROR!

13. The Terror Objection:
“People Will Say Bad
Things About Our Brand!”

14. The Terror Objection:
“We’ll Lose Control!”
Photo via Flickr user Robert Couse-Baker

15. Another (Legitimate) Terror Objection:
“HR & Legal Will Have
Issues ...”
Photo via Flickr user eflon

16. 4
Strategies for
Attacking the 3 Ts

17. time, talent, & terror are opportunities to build
TRUST

18. Answers to the 3 Ts
‣ Time — Organize Efficiently; Outsource As Needed
‣ Talent — Build a Team You Can Trust
‣ Terror — Help Leadership Better Understand the Shift

19. TIME: Organize Effectively

20. TIME: Assemble Your Players
!

21. TALENT: Who Are the Right People?

22. TALENT: Who Shouldn’t Be
on the Social Team
‣ Interns
‣ Boss’ Niece
‣ Non-Believers
‣ People by Title Only

23. TERROR: Educate Leadership

24. TERROR: Collaborate with
HR & Legal on Policies
‣ HR — No BS: Trust everyone, but have a policy that deals with
those who cannot or do not comply
‣ Legal — It’s own talk! Follow @dquack (Dara Quackenbush);
review libel, copyright, privileged/professional information
‣ IT — Important Tech Considerations

25. 5
In Conclusion

26. Time > Flexibility
Photo via Flickr user katerha

27. Talent > Skunkworks
Photo via Flickr user NDomer73

28. Terror > Humanity

29. Clear Path Ahead
Photo via Flickr user AdamKR

30. BRAND DRIVEN social
Questions?
nickwestergaard.com
twitter.com/nickwestergaard
nick westergaard | branddrivensocial.com | fall 2012