The Art of Social Media                          Clifton Gunderson Technology Solutions | June 1 & 2, 2011                ...
105 4/09                              30,500 02/11                                                             Website    ...
More ways to connect to each                             other                                         Source: HubSpot    ...
Website                            Home for all info                            Control                            Search ...
http://unbounce.com/social-media/what-is-a-twitter-  landing-page/ © Copyright 2010 - Wendy Soucie Consulting - All Rights...
Blogs            What?            •Web logs (sites)              •Blogs allow for readers to engage with comments.        ...
Why Blog?                  51% read blogs monthly > 2014                 (Technorati)                  Companies with busi...
Need sample blogs from industry                                                          8Tuesday, May 31, 2011           ...
Mark Jen landed a dream job with Google Inc. in January.                                   He was fired less than a month l...
Social Networking                        What?                        •On-line community with shared interests            ...
Putting social networking in                                perspective             • Twitter is a cocktail party!        ...
Twitter                   A micro-blogging service                   Users to send and read other users                   ...
13Tuesday, May 31, 2011        13
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   14Tuesday, May 31, 2011                              ...
LinkedIn                                                                                  15                        Source...
Business Networking - LinkedIn                                                                                            ...
Originated: 2003/2004                         Privately owned                         Networks organized by city, workplac...
Facebook User Engagement:                                                                                  Source: Infogra...
Social Networking - FaceBook                         © Copyright 2009 Wendy Soucie                        Consulting LLC -...
20Tuesday, May 31, 2011        20
Facebook Gone Wrong      Hospital Will Fire Workers in Facebook Scandal – The allegations,      that dozens of employees m...
Three former PayPal      employees created      YouTube in February      2005.       A video sharing website      where us...
For business as well                        © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   23Tuesday...
24                        © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011         ...
25Tuesday, May 31, 2011    25
Doing buying – in 2010 disconnect                 The Business selling and beyond                                         ...
Sales and Marketing Finger Pointing  68% agree (USA) the buying process is changing faster than salesorganizations are res...
In the recommendation chain?                        78% trust recommendations                        from social graph    ...
SocialCRM                        Ways Business is Changing                                                    29Tuesday, M...
30Tuesday, May 31, 2011    30
A Process                                              Assess                                                             ...
Understand Your Audience                                               32Tuesday, May 31, 2011                            ...
Identify Influencers                                FaceBook                                                      Blogs    ...
Social Media Business Strategy           Goal           16,000 ft         Make it about your                             b...
Balance goals with strategy                           Be realistic                           Make your team approachable  ...
Build a cross functional team              Include:                   Product Development                   Sales         ...
Extend Your Brand                        Personal                        Company                Business     Brand      Ma...
Governance - Policy                                                 Create at least 2 policies                            ...
When, not if, things go wrong             24 hours is an eternity onlineTuesday, May 31, 2011                         39
Many organizations are looking for                       the social media tool?                 They are asking the wrong ...
Time, tools and tactics                        Listening            Participation                        Generate Buzz    ...
Consider resources before tools                                                       Micro                               ...
NCP Model - Networking                        Network size does matter                                                   4...
What is the   content of   value you have   to share?                        Contribution                                 ...
Participation   Feedback or consumption is MOST   important.    – Reaction    – Action    – Evangelism                    ...
Where is the ROI?                        46Tuesday, May 31, 2011        46
47Tuesday, May 31, 2011        47
48Tuesday, May 31, 2011        48
What does success look like?             Reach                                                            Engagement and  ...
50Tuesday, May 31, 2011        50
Social Media Examples                                                51Tuesday, May 31, 2011                              ...
Matrix Product Development (B2B)                                         Email                                         Cam...
Organic Valley (B2C)                                               53Tuesday, May 31, 2011                               53
54Tuesday, May 31, 2011        54
ProjectGirl.org (NonProfit)                                                     55Tuesday, May 31, 2011                    ...
Your Questions?                        We provide:                            Technical Product Expertise                 ...
Partnerships | Strategic Alliances | Joint Venture                               • Wendy Soucie Consulting                ...
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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 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

  1. 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. 2. 105 4/09 30,500 02/11 Website Images and videos LinkedIn Directory TwitterTuesday, May 31, 2011 2
  3. 3. More ways to connect to each other Source: HubSpot 3Tuesday, May 31, 2011 3
  4. 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. 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. 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. 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. 8. Need sample blogs from industry 8Tuesday, May 31, 2011 8
  9. 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. 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. 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. 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. 13. 13Tuesday, May 31, 2011 13
  14. 14. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 14Tuesday, May 31, 2011 14
  15. 15. LinkedIn 15 Source: LinkedIn Image courtesy of Flickr, Nan Palmero.Tuesday, May 31, 2011 15
  16. 16. Business Networking - LinkedIn 16 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 16
  17. 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. 18. Facebook User Engagement: Source: Infographic, Onlineschools.org 18 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 18
  19. 19. Social Networking - FaceBook © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 19Tuesday, May 31, 2011 19
  20. 20. 20Tuesday, May 31, 2011 20
  21. 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. 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. 23. For business as well © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 23Tuesday, May 31, 2011 23
  24. 24. 24 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights ReservedTuesday, May 31, 2011 24
  25. 25. 25Tuesday, May 31, 2011 25
  26. 26. Doing buying – in 2010 disconnect The Business selling and beyond 26Tuesday, May 31, 2011 26
  27. 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. 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. 29. SocialCRM Ways Business is Changing 29Tuesday, May 31, 2011 29
  30. 30. 30Tuesday, May 31, 2011 30
  31. 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. 32. Understand Your Audience 32Tuesday, May 31, 2011 32
  33. 33. Identify Influencers FaceBook Blogs YouTube Yahoo, Delicious, other niche Twitter sites LinkedIn Source: http://bit.ly/iAAXe7 33Tuesday, May 31, 2011 33
  34. 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. 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. 36. Build a cross functional team Include: Product Development Sales Marketing Customer Service Human Resources Legal IT 36Tuesday, May 31, 2011 36
  37. 37. Extend Your Brand Personal Company Business Brand Marketing • Clarify • Extend • Tools 37Tuesday, May 31, 2011 37
  38. 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. 39. When, not if, things go wrong 24 hours is an eternity onlineTuesday, May 31, 2011 39
  40. 40. Many organizations are looking for the social media tool? They are asking the wrong question 40Tuesday, May 31, 2011 40
  41. 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. 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. 43. NCP Model - Networking Network size does matter 43Tuesday, May 31, 2011 43
  44. 44. What is the content of value you have to share? Contribution 44Tuesday, May 31, 2011 44
  45. 45. Participation Feedback or consumption is MOST important. – Reaction – Action – Evangelism 45Tuesday, May 31, 2011 45
  46. 46. Where is the ROI? 46Tuesday, May 31, 2011 46
  47. 47. 47Tuesday, May 31, 2011 47
  48. 48. 48Tuesday, May 31, 2011 48
  49. 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. 50. 50Tuesday, May 31, 2011 50
  51. 51. Social Media Examples 51Tuesday, May 31, 2011 51
  52. 52. Matrix Product Development (B2B) Email Campaign 52Tuesday, May 31, 2011 52
  53. 53. Organic Valley (B2C) 53Tuesday, May 31, 2011 53
  54. 54. 54Tuesday, May 31, 2011 54
  55. 55. ProjectGirl.org (NonProfit) 55Tuesday, May 31, 2011 55
  56. 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. 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
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