Educate. Then motivate.

Convincing your B2B organization to adopt a “social” mindset is no easy task. Let’s face it, it can be an uphill battle. But, with the right attitude and approach you can sidestep some of the typical landmines and increase your odds of success

I had the good fortune to sit in a session with Greg Verdino, chief creative officer at crayon, that centered on this very topic. I’d like to share some of his insights because I think are particularly relevant for the marketer/PR professional that’s trying to sell digital within the walls of any B2B organization.

Verdino’s first lesson: Start with education. And make sure your research is rooted in fact, figures and studies. Source the latest adoption numbers and trends. Google “best social media stats”—you’ll be surprised what you can find and use for free online in terms of research. Armed with this key information, you can start to build the case with real, hard numbers to your executive team.

Next, Verdino encourages us to motivate leadership and spur them to action. He listed out a number of tips in his presentation. I pulled out the top six I thought would be most beneficial to those attempting to jumpstart a digital presence within a B2B organization:

• Provide a hands-on demonstration. Sit down with your leadership team right at the computer and show them how to use some of these tools. You might be surprised at the results.
• Provide clear explanations. There is no room for industry jargon in these discussions.
• Keep it simple. No need to overcomplicate this. Stick to the basics. Remember, most at the leadership level have a minimal understanding of these tools and platforms.
• Make it personal. Find a way to connect with a passion or personal interest of the executive. Could make all the difference in the world.
• Speak their language. Don’t speak in social media jargon. Talk in business terms. That’s where they live. Meet them there.
• Arm yourself with tangible benefits. As with any pitch, you need to identify what’s in it for them. Come ready to talk benefits, not features.

I know some of these tips and approaches seem basic. But, they do bear repeating. Have any of these approaches worked for you? Do you have others to add? What’s work and what hasn’t?