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.
How to determine if social media is right for your business Faye E. Oney Marketing Consultant Sept. 20, 2011 Creating a social media strategy
Should you include social media in your marketing plan?
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
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) .
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
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
Who are you trying to reach? Current customers Segment of your audience Prospective customers Peers/friends Employees Others? Who is your audience?
Are they online? Are they active in social networks? If so, which ones? Where is your audience?
What’s your unique story? We help ______________ We solve _____________ We provide ___________ We offer ______________ What are your key messages?
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?
You, the business owner Designated employees Customers Social media/community manager Outsourced content manager Who will participate?
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
How will you measure success? Number of new customers Engagement (comments/ conversations) Increased sales (additional revenue) Go back to your goals! Measurement
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
Blog - http://fayeoney.com @FayeinCbus http://linkedin.com/in/fayestockoney Thank you for your time!Questions?
Engage!, Brian Solis Duct Tape Marketing, John Jantsch Social Media Guidebook, Teradata Mashable.com Resources