Creating A Social Media Strategy

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Creating A Social Media Strategy

  1. 1. CREATING A STRATEGY FOR INCORPORATING SOCIAL MEDIA INTO YOUR OVERALL MARKETING PLAN Women TIES March 16, 2011 Monica D. Johns, MBA, PMP® President and CEO Clarity Management Consulting©2011 Clarity Management Consulting Inc.
  2. 2. Agenda Objectives Perceptions Social Media in Perspective Determine Your Needs and Your Time Commitment Develop Your Plan Revisit Perceptions, Q&A Summary©2011 Clarity Management Consulting Inc. 2
  3. 3. Objectives Consider your perceptions of social media and how they may be constraining your decisions about how or whether to engage Recognize that you can tailor your social media effort based on your business objectives and available resources Lay a foundation for developing a social media marketing strategy©2011 Clarity Management Consulting Inc. 3
  4. 4. Perceptions What Are Your Perceptions About Social Media? How are your perceptions affecting your approach? Are they stopping you from making the decision to jump in?©2011 Clarity Management Consulting Inc. 4
  5. 5. Perceptions Some Common Perceptions “It takes a lot of time” “It’s overwhelming!” “It doesn’t apply to me. After all, my business is B2B” “My customers aren’t looking for me on social media” or “my clients aren’t on there” “I don’t know where to start”©2011 Clarity Management Consulting Inc. 5
  6. 6. Perceptions Are Your Perceptions Accurate? “It takes too much time” It can be less time-consuming if you define how much time you want to spend Note: it will be time intensive upfront if you’re just starting “It’s overwhelming!” It can be overwhelming if you assume that you have to engage in all types of social media all at once… But you don’t have to do it all at once!©2011 Clarity Management Consulting Inc. 6
  7. 7. Perceptions Are Your Perceptions Accurate? “It doesn’t apply to me (B2B)” OR “my customers aren’t looking for me on social media” OR “my clients aren’t on there” But aren’t many of your prospects, B2B or otherwise, on LinkedIn, Facebook, Twitter, etc? What about others in your network who can connect you to prospects? “I don’t know where to start” Start with your needs©2011 Clarity Management Consulting Inc. 7
  8. 8. Social Media in Perspective View it as another marketing channel It is one component of your marketing strategy Know its distinct advantages People access social media frequently and use it as a source of information about you It is a relationship channel that helps remind people that you exist Sow now, reap later as with other marketing The rewards (i.e. sales) may not be immediate Sales may not come directly from social media©2011 Clarity Management Consulting Inc. 8
  9. 9. Determine Your Needs You Decide! Decide what you want from social media Determine how much time and effort you are willing to spend on it©2011 Clarity Management Consulting Inc. 9
  10. 10. Determine Your Needs Social Create Build Build Demonstrate Media Awareness Your Relationships/ Expertise Priority Brand Network Identity High Priority Medium Priority Low Priority©2011 Clarity Management Consulting Inc. 10
  11. 11. Determine How Much Time You Can Commit Social Media Create Build Build Demonstrate Time Awareness Your Relationships/ Expertise Commitment Brand Network Identity 1-2 hrs/wk 2-4 hrs/wk 4-6 hrs/wk 6-8 hrs/wk •This decision depends on available resources •Up front investment to get started: potentially 40 hours©2011 Clarity Management Consulting Inc. 11
  12. 12. Develop Your Plan Act Decide which tools to focus on Twitter, LinkedIn, Facebook, Blog, others Develop your plan accordingly, then execute©2011 Clarity Management Consulting Inc. 12
  13. 13. Rough Comparison of Tools Social Media Create Build Build Demonstrate Tools &Their Awareness Your Relationships/ Expertise Relative Brand Network Value for Identity Each Area Facebook High High High Medium Page Twitter High Medium High Medium LinkedIn High Medium High High Your Blog High High Medium High©2011 Clarity Management Consulting Inc. 13
  14. 14. Your Tool Checklist Social Media Create Build Build Demonstrate Tools Awareness Your Relationships/ Expertise Brand Network Identity Facebook Page Twitter LinkedIn Your Blog©2011 Clarity Management Consulting Inc. 14
  15. 15. Revisiting Perceptions, Questions and Answers Have Your Perceptions Changed? “It takes a lot of time” “It’s overwhelming!” “It doesn’t apply to me. After all, my business is B2B” “My customers aren’t looking for me on social media” or “my clients aren’t on there” “I don’t know where to start”©2011 Clarity Management Consulting Inc. 15
  16. 16. Summary Understand your perceptions of social media and how they influence your approach Keep social media’s value as a marketing channel in perspective Understand your needs and goals for social media Determine how much time you can spend Decide which tools and websites to focus on and plan accordingly©2011 Clarity Management Consulting Inc. 16
  17. 17. Thank You! Contact information: Monica D. Johns Website: www.claritymanagementconsulting.com Email: mj@claritymanagementconsulting.com Office: 315-299-6587 (Eastern Time Zone)©2011 Clarity Management Consulting Inc. 17

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