0
Social Media 
      Social Media
Tool Selection Strategies
Tool Selection Strategies
                       AAF Madison, M...
Reality
   "The corporate homepage at Dell com is not really the
    The corporate homepage at Dell.com is not really the ...
How to get started
                             How to get started
                                                       ...
Know where to start 
               Know where to start




                               Avalanche!

                   ...
Use methodology to find where
 Use methodology to find where
• Social Media Academy Four Quadrant
  Social Media Academy F...
Four Quadrant Assessment
   Four Quadrant Assessment
                                        Social Ecosystem




© Copyri...
Free & Paid Assessment Tools
       Free  & Paid Assessment Tools
         Technorati search                              ...
Where to start – Citrix Online
                                                                      • 77 Citrix Groups
  ...
Assessment Identifies Influencers
 Assessment Identifies Influencers
           FaceBook
                                 ...
Influencer Impact Analysis
                             p        y

                                          • John Great...
Look for Challenges & Topics
Look for Challenges & Topics
Sentiment
Positive/negative
Trends
    d
Issues
Conversation thr...
Goal  Strategy
 Clarify – How are going to achieve an objective?
 Build social – What element of plan extends into social ...
Tool Hierarchy
                             Tool Hierarchy
                                                   Micro       ...
Examples Tool Selection
     Examples Tool Selection




© Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserv...
Zappos
• OBJECTIVE K
  OBJECTIVE: Keep company profile 
                              fil
  high; humanize people behind t...
Zappos‐ Tactics
          Zappos Tactics  



                                Drive 
                             ecommerc...
Mayo Clinic
                        Mayo Clinic
• OBJECTIVE: Engage with patients,
  OBJECTIVE: Engage with patients, 
  c...
Mayo Clinic ‐ Tactics
 Mayo Clinic  Tactics  



                                  Drive 
                                ...
Louis E. Page Fencing
          Louis E. Page Fencing
• OBJECTIVE: Generate 
  awareness, drive traffic 
  to website

• S...
Louis E. Page ‐ Tactics
              Louis E. Page  Tactics  



                                             Drive 
    ...
Manufacturer  Technical Product
Manufacturer – Technical Product
• OBJECTIVE: Get found, grow 
  marketshare, network in –...
Manufacturer (confidential) ‐ Tactics
 Manufacturer (confidential)  Tactics  
•Medical Device / 
Instruments
•Electronic 
...
Q & A
        Q&A




 © Copyright 2009  Wendy Soucie 
                                       23
Consulting LLC ‐ All Righ...
Resources
•   Books
     – Rock the World with Your Online Presence  by Mike O’Neill
          • Most up to date LinkedIn ...
We provide: 
       Technical Product Expertise
       Manufacturing experience
             f     i        i
       Socia...
Need more info about me?
Engage with your customers.
Enter the conversation. 
Engage with me.




                        ...
Strategic Alliances
          • Wendy Soucie Consulting 
                 – www.wendysoucie.com
                          ...
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AAF Madison | Social Media Tool Selection | Wendy Soucie

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Wendy Soucie, a Madison WI, certified social media consultant, presents Social Media Tool Selection for the the American Advertising Federation Madison. Social media tool selection is part of a process, methodology and foundational approach by the Social Media Academy.

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    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
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Transcript of "AAF Madison | Social Media Tool Selection | Wendy Soucie"

  1. 1. Social Media  Social Media Tool Selection Strategies Tool Selection Strategies AAF Madison, March 15, 2010 Wendy Soucie 25 years + experience  B2B ‐ manufacturing / professional service firms.  Unique focus ‐ technical products and engineering.   Based in the Midwest with national reach. © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  2. 2. Reality "The corporate homepage at Dell com is not really the The corporate homepage at Dell.com is not really the  corporate homepage. The homepage today is Google.“ Bob Pearson, Dell's man in charge of social media strategy •Strategy Development T l S l ti •Tool Selection  •Examples © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 2
  3. 3. How to get started How to get started Assess Identify  Apply  Goals &  Model Objectives Measure  Develop  & Track Strategy Select  Identify  Channels  ways to  & Tools l engage © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  4. 4. Know where to start  Know where to start Avalanche! 4 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  5. 5. Use methodology to find where Use methodology to find where • Social Media Academy Four Quadrant Social Media Academy Four Quadrant  Methodology • Analyze and understand your market from a Analyze and understand your market from a  social point of view ‐ Customer landscape ‐ Brand analysis ‐PPartner and alliance analysis d lli l i ‐ Competition analysis Social Media Academy l d d © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 5
  6. 6. Four Quadrant Assessment Four Quadrant Assessment Social Ecosystem © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 6
  7. 7. Free & Paid Assessment Tools Free  & Paid Assessment Tools Technorati search BackType Itunes search Addictomatic Compete.com Compete com Techrigy TweetDeck Search Scout Labs Search.Twitter.com S h T itt Trendrr Google l List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46‐free‐social‐media‐monitoring‐tools/ 7 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  8. 8. Where to start – Citrix Online • 77 Citrix Groups • 3 GTM Groups • 12,729 bookmarks • Most notable – GTM Sucks • 152 affiliated groups Blog • Citri has 20 groups on t itter Citrix r s n twitter • http://community.citrix.com/blogs • @getgreencitrix has 2,247 followers • Most viewed blog post has 405,468 views • @citrixblogs has 1,060 followers - Citrix has 20 groups on twitter • 845 video results - 13 GoToMeeting Groups • 45,181 views of top video • 2,770 results • Unauthorized group has • 609,000 groups • 6,906 results 97 members • Lots of job groups http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐social‐media‐academy‐alumni/ 8 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  9. 9. Assessment Identifies Influencers Assessment Identifies Influencers FaceBook Blogs Yahoo,  YouTube  Delicious,  other niche  sites Twitter  LinkedIn © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 9
  10. 10. Influencer Impact Analysis p y • John Greathouse has 228 connections • Robert Stanke has 500+ connections • Scott Wyden Kivowitz has 41 connections • David Walsh has 22 connections • D b h Tutnauer has 15 connections Deborah T h i • @johngreathouse has 231 followers • @robertstanke has 609 followers • @scottwyden has 897 followers John Greathouse has 312 friends • @davidwalshblog has 1,786 followers • Robert Stanke has 262 friends • @itsallsuccess has 4,777 followers • Scott Wyden Kivowitz has 333 friends • D d Walsh has 46 friends David W l h h f d •Deborah Tutnauer has 132 friends 10 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  11. 11. Look for Challenges & Topics Look for Challenges & Topics Sentiment Positive/negative Trends d Issues Conversation threads Ultimately you are looking for people © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 11
  12. 12. Goal  Strategy Clarify – How are going to achieve an objective? Build social – What element of plan extends into social  Build social What element of plan extends into social and brand? Learn from others – Is it tailored to your situation? Be realistic – What resources? Get training – Do you know how to apply the tools? Define success – Can you agree on measurement?  y g Business Clarify  Brand Extend Marketing Tools 12 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  13. 13. Tool Hierarchy Tool Hierarchy Micro Easier adoption  Blogging Bl i for SMB for SMB Social  Networks Social  Bookmarking Social Directory Search S i l Di S h RSS Feeds Blogging /Content Generation John Jantsch, Duct Tape Marketing, Microsoft Live Office 13 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  14. 14. Examples Tool Selection Examples Tool Selection © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 14
  15. 15. Zappos • OBJECTIVE K OBJECTIVE: Keep company profile  fil high; humanize people behind the  shoes and brand   shoes and brand • STRATEGIES: Listen create evangelists STRATEGIES: Listen, create evangelists,  learn, participate, deliver service,  empower p B 2 C © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 15
  16. 16. Zappos‐ Tactics Zappos Tactics   Drive  ecommerce  d and  humanize  company 16 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  17. 17. Mayo Clinic Mayo Clinic • OBJECTIVE: Engage with patients, OBJECTIVE: Engage with patients,  create mainstream content, in‐depth  content for patients and customers,  educate to demonstrate relevance  • STRATEGIES: Top down, start small,  use available content, branch to  larger radio/online/TV syndication  l d / l / d © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 17
  18. 18. Mayo Clinic ‐ Tactics Mayo Clinic  Tactics   Drive  Traffic  &  Traffic & Network  Value © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 18
  19. 19. Louis E. Page Fencing Louis E. Page Fencing • OBJECTIVE: Generate  awareness, drive traffic  to website • STRATEGIES: Listen,  participate, entertain  and inform, add  knowledge © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 19
  20. 20. Louis E. Page ‐ Tactics Louis E. Page  Tactics   Drive  Traffic  &  Network  Network Value • FUTURE: Slideshare, Youtube © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 20
  21. 21. Manufacturer  Technical Product Manufacturer – Technical Product • OBJECTIVE: Get found, grow  marketshare, network in – k h ki military and medical  instruments, face to face  instruments face to face meetings • STRATEGIES: Listen, add  knowledge, focus product  g p development area © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 21
  22. 22. Manufacturer (confidential) ‐ Tactics Manufacturer (confidential)  Tactics   •Medical Device /  Instruments •Electronic  Communications Target  Niche &  Drive  phone calls © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 22
  23. 23. Q & A Q&A © Copyright 2009  Wendy Soucie  23 Consulting LLC ‐ All Rights Reserved
  24. 24. Resources • Books – Rock the World with Your Online Presence  by Mike O’Neill • Most up to date LinkedIn book www.rocktheworldbook.com – Twitter Marketing : An Hour a Day by Hollis Thomas • Blogs – LinkedIn ‐ http://blog.linkedin.com – Integrated Alliances http://www.integratedalliances.com/blog Integrated Alliances http://www integratedalliances com/blog – WSC Blog ‐ http://www.wendysoucie.com – Mashable – http://www.mashable.com – Social Media Today – http://www.socialmediatoday.com – SocialMediaExaminer – http://www.socialmediaexaminer.com – Chris Brogan – http://www.chrisbrogan.com g p // g • Slide Presentations – http://www.slideshare.net/wsoucie • YouTube Channel  – http://www.youtube.com/user/wendysoucie // / / • Social Media Assessment – Citrix Go to Meeting/Webex – http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐social‐media‐academy‐ alumni/ • Photo credits – Istockphoto.com and Wendy Soucie
  25. 25. We provide:  Technical Product Expertise Manufacturing experience f i i Social media assessments Marketing best practices g p Thought leadership strategies Social media building blocks Training on tools and strategy on tools and strategy Implementation help and coaching Network . Contribute . Participate Network Contribute Participate © Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 25
  26. 26. Need more info about me? Engage with your customers. Enter the conversation.  Engage with me. Wendy Soucie Social web links: Social web links: http://xeesm.com/wendysoucie 26 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  27. 27. Strategic Alliances • Wendy Soucie Consulting  – www.wendysoucie.com d i • Founder/Principal • Integrated Alliances • Regional Executive Director – WI • End Result Marketing – www endresultmarketing com www.endresultmarketing.com  • Social Media Strategist • Social Media Academy  • Certified Social Media Consultant Certified Social Media Consultant • Founding Gold Member  and Alumni • Black Diamond Consultant 27 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
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