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Social Media Strategy

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

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, & delivering content, in a context that helps people make connections w/people, products, & brands they can build a community around.
  • Transcript

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