Social Media: Strategic Approach


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Social Media presentation at St. Louis Business Journal Conference 1/28/10 -- Overview of questions to ask about your communications strategy, a grid to help you focus on what you are trying to accomplish, and tips to help you implement social media program within your existing communications and marketing efforts.

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  • Social Media: Strategic Approach

    1. 1. Social Media: How Can You Put It to Work - Strategically? Allison H. Collinger AHC Consulting, LLC
    2. 2. Strategically - Key  Social media can be an effective part of your marketing communications mix  Whether you are small, mid cap or large business  Or a non-profit executive or a volunteer who serves on a non- profit board  Levels playing field: Rawlings “we can now compete with Nike in our category” in large part due to digital marketplace ©AHC Consulting LLC 2009
    3. 3. Questions to Ask  What is your objective?  Who are your stakeholders?  What are you trying to get them to do?  Why should they care? ©AHC Consulting LLC 2009
    4. 4. Action Steps • Evaluate your organizational communications strategy • Analyze how you are reaching each stakeholder segment • How can you determine right mix? What is effective by stakeholder? How do you vary your tools to reach target audiences regularly? How do your stakeholders like to receive information? (Have you asked recently?) • Does it make sense to incorporate any social media tools? • How does this fit with your existing business plan or development efforts? • Questions to consider: What overall policy on social media should we consider? How will we allocate staff time to sustain modest effort? Are there areas of communication we should rethink/allocate? How will we know we’ve succeeded? ©AHC Consulting LLC 2009
    5. 5. Communications Planning/Analysis Desired Audience Message Vehicle By Whom Frequency Budget Behavior Endorse and Presence with include the these Strategic organization in institutions; Unique program alliance programming “partnership” Quarterly or delivery with partners for co- and marketing tab on each Staff and board annual joint TBD strong track branding and materials: others’ Web planning record marketing school districts, sites YMCA, camps, Facebook City Museum Twitter Be associated We support a with fun and unique local valuable learning Board and staff organization for physical fitness Ongoing with e- person-to- kids that’s and newsletter Corporate person Individual promoting performance updates to let TBD sponsors outreach assignments physical fitness, resource for sponsors know LinkedIn performance youth that about impact E newsletter skills and welcomes all character kids and builds building character ©AHC Consulting LLC 2009
    6. 6. Tortoise Wins the Race!  Start slowly  Ask stakeholders how they are receiving information today  Use stakeholder grid to build simple communications plan by audience  Consider developing a social media policy to guide employees and other organizational stakeholders (Intel has a simple one! Imitation is the sincerest form of flattery!) ©AHC Consulting LLC 2009
    7. 7. Tortoise Wins the Race!  Tie in with new business or development efforts  Determine way to “roll out” strategies/provide overview and training as appropriate  Allocate time to communications efforts daily – fence it in  Set milestones to measure  Do a quarterly check up on how communications are working  Learn and adjust accordingly  Remember the largest companies in the US are wrestling with how to incorporate these tools! ©AHC Consulting LLC 2009
    8. 8. Where To Find Me: Allison Hawk Collinger Blogs: ©AHC Consulting LLC 2009
    9. 9. Contact Me Allison Collinger AHC Consulting LLC 9200 Olive, Suite 200 St. Louis, MO 63132 314.994.7676, ext. 24, 314.680.1583