Art and Science of Social Media | Wendy Soucie - Social Media Strategist
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Wendy Soucie was the keynote presenter for Clifton Gunderson Technology Solutions sponsored program on The Art and Science of Social Media. The session covered the strategy and methodology of social ...

Wendy Soucie was the keynote presenter for Clifton Gunderson Technology Solutions sponsored program on The Art and Science of Social Media. The session covered the strategy and methodology of social business relationships and the technology that can help provide monitoring and tracking of our success.

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Art and Science of Social Media | Wendy Soucie - Social Media Strategist Presentation Transcript

  • 1. The Art of Social Media Clifton Gunderson Technology Solutions | June 1 & 2, 2011 25 years + experience B2B Experience – Business development, sales and marketing, Product Development Manufacturing, engineering, architecture, accounting, IT, pharmaceutical, financial service firms. Unique focus - complex sales, channel empowerment, engineering, scientific and technical products. Based in the Midwest with national reach. 1Tuesday, May 31, 2011 1
  • 2. 105 4/09 30,500 02/11 Website Images and videos LinkedIn Directory TwitterTuesday, May 31, 2011 2
  • 3. More ways to connect to each other Source: HubSpot 3Tuesday, May 31, 2011 3
  • 4. Website Home for all info Control Search engine optimized Approachable Mobile Landing pages © Copyright 2010 - Wendy Soucie Consulting - All Rights ReservedTuesday, May 31, 2011 4
  • 5. http://unbounce.com/social-media/what-is-a-twitter- landing-page/ © Copyright 2010 - Wendy Soucie Consulting - All Rights Reserved 5Tuesday, May 31, 2011 5
  • 6. Blogs What? •Web logs (sites)   •Blogs allow for readers to engage with comments. •Free and hosted sites •Easy WYSIWYG editors for adding text, photo, video 1. Traditional ethics rules still apply online. 2. Assume everything you write online will become public. 3. Identify yourself as an employee if talking about your company and indicate “its your opinion.”Tuesday, May 31, 2011 6
  • 7. Why Blog? 51% read blogs monthly > 2014 (Technorati) Companies with business blog attract 55% more website visits than non blogging business (Hubspot) © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 7Tuesday, May 31, 2011 7
  • 8. Need sample blogs from industry 8Tuesday, May 31, 2011 8
  • 9. Mark Jen landed a dream job with Google Inc. in January. He was fired less than a month later. His infraction? He ran a Web log, where he freely gabbed about his impressions of life at the Mountain View, Calif.-based Internet search giant. Source: Adage.com http://adage.com/article/digitalnext/social- media-screw-ups-a-big-missteps/146314/ © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 9Tuesday, May 31, 2011 9
  • 10. Social Networking What? •On-line community with shared interests •Profile is required to see or participate •Networks can be small/large, social/business or all of these • Web-based interactions with text, presentation, video , or photos depending on site © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 10Tuesday, May 31, 2011 10
  • 11. Putting social networking in perspective • Twitter is a cocktail party! • Facebook is a neighborhood block party • LinkedIn is your online Rotary club 11 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 11
  • 12. Twitter A micro-blogging service Users to send and read other users updates - “tweets and retweets.” Tweets = text-based posts - 140 characters © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 12Tuesday, May 31, 2011 12
  • 13. 13Tuesday, May 31, 2011 13
  • 14. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 14Tuesday, May 31, 2011 14
  • 15. LinkedIn 15 Source: LinkedIn Image courtesy of Flickr, Nan Palmero.Tuesday, May 31, 2011 15
  • 16. Business Networking - LinkedIn 16 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 16
  • 17. Originated: 2003/2004 Privately owned Networks organized by city, workplace, school, and region. Businesses can have pages 1.7 M people in Wisconsin are on FB © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 27 17Tuesday, May 31, 2011 17
  • 18. Facebook User Engagement: Source: Infographic, Onlineschools.org 18 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 18
  • 19. Social Networking - FaceBook © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 19Tuesday, May 31, 2011 19
  • 20. 20Tuesday, May 31, 2011 20
  • 21. Facebook Gone Wrong Hospital Will Fire Workers in Facebook Scandal – The allegations, that dozens of employees may have violated patient confidentiality by posting information on the social networking site caught the attention of the state. Connecticut superintendent out of job over Facebook comments – A Connecticut school superintendent is out of a six-figure job after getting into some Facebook trouble after comments he made on his Facebook page. 21Tuesday, May 31, 2011 21
  • 22. Three former PayPal employees created YouTube in February 2005. A video sharing website where users can upload, view and share video clips. 2nd largest search engine in the world 22Tuesday, May 31, 2011 22
  • 23. For business as well © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 23Tuesday, May 31, 2011 23
  • 24. 24 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 24
  • 25. 25Tuesday, May 31, 2011 25
  • 26. Doing buying – in 2010 disconnect The Business selling and beyond 26Tuesday, May 31, 2011 26
  • 27. Sales and Marketing Finger Pointing 68% agree (USA) the buying process is changing faster than salesorganizations are responding. 48% say their companies are afraid of social media. http://i228.photobucket.com/albums/ee269/doves629/off_6010_08.jpg Source: Olgiviy One Social Selling Survey 27Tuesday, May 31, 2011 27
  • 28. In the recommendation chain? 78% trust recommendations from social graph 90% of B2b buyers trust peer reviews 70% trust online reviews. 28Tuesday, May 31, 2011 28
  • 29. SocialCRM Ways Business is Changing 29Tuesday, May 31, 2011 29
  • 30. 30Tuesday, May 31, 2011 30
  • 31. A Process Assess Identify Execute Goals NCP Develop Model Strategy Measure & Brand the Track Message Select Identify Channels & Ways to Source: http://bit.ly/jCRp7S Tools Engage 31Tuesday, May 31, 2011 31
  • 32. Understand Your Audience 32Tuesday, May 31, 2011 32
  • 33. Identify Influencers FaceBook Blogs YouTube Yahoo, Delicious, other niche Twitter sites LinkedIn Source: http://bit.ly/iAAXe7 33Tuesday, May 31, 2011 33
  • 34. Social Media Business Strategy Goal 16,000 ft Make it about your business Strategy Answer the questions who, what, where Select the tools that will matchTools resources, time and budget and sustainability 34Tuesday, May 31, 2011 34
  • 35. Balance goals with strategy Be realistic Make your team approachable Get training Define success Business Brand Marketing • Clarify • Extend • Tactics & Objectives Message Tools 35Tuesday, May 31, 2011 35
  • 36. Build a cross functional team Include: Product Development Sales Marketing Customer Service Human Resources Legal IT 36Tuesday, May 31, 2011 36
  • 37. Extend Your Brand Personal Company Business Brand Marketing • Clarify • Extend • Tools 37Tuesday, May 31, 2011 37
  • 38. Governance - Policy Create at least 2 policies – Employee boundaries/limits – Operational / job role – Start with your email policy Consider IT systems internally Source List: http://bit.ly/iGEMud Chris Boudreaux Source: http://bit.ly/m9yNv9 38Tuesday, May 31, 2011 38
  • 39. When, not if, things go wrong 24 hours is an eternity onlineTuesday, May 31, 2011 39
  • 40. Many organizations are looking for the social media tool? They are asking the wrong question 40Tuesday, May 31, 2011 40
  • 41. Time, tools and tactics Listening Participation Generate Buzz Share Content Social Networking Community building 30 23 15 8 0 Time Source: Beth Kantar 41Tuesday, May 31, 2011 41
  • 42. Consider resources before tools Micro blog Easier adoption for SMB Social Networks Social Bookmarking Video /Photo Sharing Social Directory Search RSS Feeds Blogging / Forums / Content Generation Website as your home base Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office 42Tuesday, May 31, 2011 42
  • 43. NCP Model - Networking Network size does matter 43Tuesday, May 31, 2011 43
  • 44. What is the content of value you have to share? Contribution 44Tuesday, May 31, 2011 44
  • 45. Participation Feedback or consumption is MOST important. – Reaction – Action – Evangelism 45Tuesday, May 31, 2011 45
  • 46. Where is the ROI? 46Tuesday, May 31, 2011 46
  • 47. 47Tuesday, May 31, 2011 47
  • 48. 48Tuesday, May 31, 2011 48
  • 49. What does success look like? Reach Engagement and • • At the end of the day Traffic Interaction Influence •Sharing and evangelism • – it needs to make Trust •Commenter authority and influence •Retention – connections, clients, etc Action and insight for the money •Favorites, Friends, Fans, Connections • • company Sales Customer engagement • Customer satisfaction and loyalty 49 Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social mediaTuesday, May 31, 2011 49
  • 50. 50Tuesday, May 31, 2011 50
  • 51. Social Media Examples 51Tuesday, May 31, 2011 51
  • 52. Matrix Product Development (B2B) Email Campaign 52Tuesday, May 31, 2011 52
  • 53. Organic Valley (B2C) 53Tuesday, May 31, 2011 53
  • 54. 54Tuesday, May 31, 2011 54
  • 55. ProjectGirl.org (NonProfit) 55Tuesday, May 31, 2011 55
  • 56. Your Questions? We provide: Technical Product Expertise Manufacturing experience Social media assessments Marketing best practices Thought leadership strategies Social media building blocks Training on tools and strategy Implementation help and coaching Network . Contribute . Participate Social web links: http://xeesm.com/wendysoucie 56Tuesday, May 31, 2011 56
  • 57. Partnerships | Strategic Alliances | Joint Venture • Wendy Soucie Consulting • Social Business Consulting Group (Sobizco) • End Result Marketing • Nurture marketing and research • Social Media Academy • Certified Social Media Consultant • Founding Member, Alumni, Faculty • Black Diamond Consultant • Xeesm – Social CRM • Business Partner – Wisconsin • IA Certified LinkedIn and Social Media Trainer • Images from IstockPhoto.com & WSC 57Tuesday, May 31, 2011 57