How to determine if social media<br />is right for your business<br />		Faye E. Oney<br />						Marketing Consultant<br />...
Should you include social media in your marketing plan?<br />
Social media defined<br />Any tool or service that uses the Internet to facilitate conversations <br />Brian Solis, Engage...
Social media is not:<br />Social media is:<br />Community<br />Relationships<br />Conversations<br />Dialogue<br />Contrib...
Traditional marketing vs.Social media marketing<br />Traditional marketing<br />1-way communication<br />Social media mark...
What do you want to accomplish?<br />Build a community<br />Listen to conversations<br />Communicate with your audience<br...
Who are you trying to reach?<br />Current customers<br />Segment of your audience<br />Prospective customers<br />Peers/fr...
Are they online?<br />Are they active in<br /> social networks?<br /> If so, which ones?<br />Where is your audience?<br />
What’s your unique story?<br />We help ______________<br />We solve _____________<br />We provide ___________<br />We offe...
How will you use each one?<br />Facebook<br />Blog<br />Twitter<br />YouTube<br />Foursquare<br />LinkedIn<br />Any others...
You, the business owner<br />Designated employees<br />Customers<br />Social media/community<br />   manager<br />Outsourc...
How often will you talk to the audience?<br />(When is the audience online?)<br />Daily (how many times/day)<br />Weekly (...
How will you measure success?<br />Number of new customers<br />Engagement (comments/<br />  conversations)<br />Increased...
Social media should be incorporated<br />into entire marketing strategy<br />Drive traffic to website<br />Contests/e-news...
Blog - http://fayeoney.com<br />@FayeinCbus<br />http://linkedin.com/in/fayestockoney<br />Thank you for your time!Questio...
Engage!, Brian Solis<br />Duct Tape Marketing, John Jantsch<br />Social Media Guidebook, Teradata<br />Mashable.com<br />R...
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Social Media Strategy

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How to determine if social media is right for your business.

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  • Traditional marketing: Product, price it, place in market, promote it. Social media marketing: Filtering, aggregating, &amp; delivering content, in a context that helps people make connections w/people, products, &amp; brands they can build a community around.
  • Social Media Strategy

    1. 1. How to determine if social media<br />is right for your business<br /> Faye E. Oney<br /> Marketing Consultant<br /> Sept. 20, 2011<br />Creating a social media strategy<br />
    2. 2. Should you include social media in your marketing plan?<br />
    3. 3. Social media defined<br />Any tool or service that uses the Internet to facilitate conversations <br />Brian Solis, Engage!<br />The use of technology combined with social interaction to create or co-create value. <br />John Jantsch, Duct Tape Marketing<br />A world where anyone can be a publisher, reporter, artist, filmmaker, photographer, or pundit.<br />Teradata, Social Media Guidebook<br />
    4. 4. Social media is not:<br />Social media is:<br />Community<br />Relationships<br />Conversations<br />Dialogue<br />Contribution<br />Publishing<br />Sharing/collaborating<br />Transparency<br />Advertising platform<br />Sales tool<br />Self-promotion<br />Another marketing channel<br /> (one-way marketing)<br />.<br />
    5. 5. Traditional marketing vs.Social media marketing<br />Traditional marketing<br />1-way communication<br />Social media marketing<br />2-way communication<br />Advertising – broadcast, print media, outdoor, etc.<br />Sales promotion<br />PR<br />Personal selling<br />Special events<br />Direct marketing – direct mail, email marketing, etc.<br />4 Ps: Product, Price, Place, Promotion<br />Starts with listening to customers<br />Engage with them-ask for their opinion<br />Provide value/educate<br />Help, if needed<br />No sales pitch!<br />4 Cs: Content, Context, Connections, Community<br />
    6. 6. What do you want to accomplish?<br />Build a community<br />Listen to conversations<br />Communicate with your audience<br />Educate your audience<br />Generate leads<br />Increase sales<br />Other goals?<br />Start with a goal<br />
    7. 7. Who are you trying to reach?<br />Current customers<br />Segment of your audience<br />Prospective customers<br />Peers/friends<br />Employees<br />Others?<br />Who is your audience?<br />
    8. 8. Are they online?<br />Are they active in<br /> social networks?<br /> If so, which ones?<br />Where is your audience?<br />
    9. 9. What’s your unique story?<br />We help ______________<br />We solve _____________<br />We provide ___________<br />We offer ______________<br />What are your key messages?<br />
    10. 10. How will you use each one?<br />Facebook<br />Blog<br />Twitter<br />YouTube<br />Foursquare<br />LinkedIn<br />Any others?<br />(Where is your audience hanging out?)<br />What social networks to use?<br />
    11. 11. You, the business owner<br />Designated employees<br />Customers<br />Social media/community<br /> manager<br />Outsourced content<br /> manager<br />Who will participate?<br />
    12. 12. How often will you talk to the audience?<br />(When is the audience online?)<br />Daily (how many times/day)<br />Weekly (how many<br /> times/week)<br />In response to<br /> customers<br />Time commitment<br />
    13. 13. How will you measure success?<br />Number of new customers<br />Engagement (comments/<br /> conversations)<br />Increased sales (additional<br /> revenue)<br />Go back to your goals!<br />Measurement<br />
    14. 14. Social media should be incorporated<br />into entire marketing strategy<br />Drive traffic to website<br />Contests/e-newsletter<br />Include SM badges in print advertising & collateral<br />Customer service<br />What are some other ways?<br />Integration<br />
    15. 15. Blog - http://fayeoney.com<br />@FayeinCbus<br />http://linkedin.com/in/fayestockoney<br />Thank you for your time!Questions?<br />
    16. 16. Engage!, Brian Solis<br />Duct Tape Marketing, John Jantsch<br />Social Media Guidebook, Teradata<br />Mashable.com<br />Resources<br />

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