0
Using Social Media
to Build Your Community
           Tempo Madison and Business Forum ,
                 Madison WI May 2...
Agenda

Reality check
Why social media
Some general guidelines
LinkedIn Focus
Three Tips
Case Study
Q&A




  © Copyright ...
With the Internet comes a new reality
  "The corporate homepage at Dell.com is not really the corporate
           homepag...
Traditional Messaging




© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   4
More ways to connect to each other




                                                                                   ...
Social Media: Why?
           Brand – building awareness
           Loyalty – improving the public’s knowledge -
         ...
Reality Check
• Facebook claims that 50% of active users log
  into the site daily. That’s 175m users every
  24 hours.
• ...
Know where to start




                              Avalanche!

                                                        ...
A methodology to follow

                                                Assess



                     Measure           ...
Do some searches
      Google Search                                                       Look for people
      Search wi...
Social Media Strategy
           Goal – Members
              16,000 ft



         Strategy – reach out
            where...
If you’re going to jump off the edge…
          Use the NCP Model




             © Copyright 2009 Wendy Soucie
         ...
Apply NCP Model

 Network – invite and attract then focus
on the nature of the network
 Contribute – bring value to the
ec...
Grow your network
     … but you need to sign on!




Its about people and connections.
                                  ...
Tip #1: Your profile

 Use a headshot of just you (real picture)
 Complete the profile – picture, bio, link
 Decide where ...
How to behave on social media
 Talk about ideas or others 80% of
 the time
 Share links, say thank you, send
 congrats, sh...
Don’t (s)
Don’t say things you wouldn’t say to
grandma, spouse, mother, boss, friend or
enemy.
Don’t put it on the Interne...
Where should our focus be?




                                                                     18
© Copyright 2009 We...
Blogs: 15% spend 10+ hrs/week




           © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   19
Twitter : News                 generator and source




• Just 11% of users
  on Twitter are
  teenagers.




            ...
Facebook:3rd most visited site

• 1.7 M people in Wisconsin are on FB
• 332,240 FB users in Madison (more than the
  popul...
YouTube: 4th most visited website in U.S.




                                                                        22
 ...
LinkedIn: 700K businesses, All Fortune 500




                                                                           ...
LinkedIn: Possible goals and objectives

Extend geographic reach
Share good deeds
Manage reputation
Discover connections
G...
LinkedIn: Branding
  Personal
    – Over 7000 characters in
      profile
    – Applications enhance
      portfolio
     ...
How does LinkedIn work?




                                                                                              ...
NCP Model - LinkedIn
  Determine Business Goals
  First


                                                                ...
STEP 1 Your LinkedIn Profile
                                                                       The Profile Is:
      ...
Before you connect…complete




You wouldn’t walk into a meeting in your swim
suit… don’t network without a complete profi...
Header/Headline
Your Sound bite
– 120 characters
  avail.
– Use advanced
  search
– Look for others




                  ...
Public Profile Top Area


Summary of
information



Website(s)


Create a
Personalized Public
Profile URL
                ...
Find people with common interests

     Find business
     professional s who
     also share your
     interests

     Te...
Status /Network Update

• 140
  characters
• Update
  once/day
• Answer
  questions
• Make a
  change

 © Copyright 2003-2...
TIP #2: Update Ideas
•   Link to recent blog articles (yours and others)
•   Link to a newsworthy web posting or news item...
Applications on LinkedIn




© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reser...
Add an application: Slideshare.net

• Create slide set
  for your brochure
• Add application to
  LinkedIn profile
• Note:...
Industry related and personal books




             Specific to current client you are
             approaching




     ...
STEP 2 Building Your Network




© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights R...
What size network?


• Why a big network?
  – More prospects
  – More INBOUND calls
  – More respect, sought after

• Why ...
Build your LinkedIn network - Invite
    • Invite the members of Tempo
    • Only invite people already on LinkedIn!
    •...
STEP 3 Searching




© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved   41
Name (Re)searching


 Before contacting someone…

 •   Do a little research
 •   Look them up by NAME
 •   Look up COMPANY...
STEP 4 Contacting Others
                        Tier 1
                                                       Tier 2


  ...
How to contact someone

Tier 2 and Tier 3 (harder): Need email
 – Invitations – one invites another to connect
 – Introduc...
STEP 5 Business Applications




© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights R...
For the Channel People…

     Sales Prospecting
     Marketing - Online
     Business Partnerships
     Executive Networki...
On the Marketing Side…
• Join the right
  LinkedIn
  Groups


Better yet, start
  your own
  LinkedIn Group!




   © Copy...
Using Groups for Networks

Why join
• Mini organizations
• Most every interest
• General or geography
  based groups
• Hel...
LinkedIn Groups

Join at least 5- 20 Groups
50 Groups and 50 Subgroups
allowed
Groups in your profession,
geography
Groups...
But what happens tomorrow?




        © Copyright 2009 Wendy Soucie
                                              50
    ...
5 Rules for social media
•   Listen
•   Grow your network
•   Contribute
•   Participate
•   Be a trust agent


          ...
Tip #3: Action you can take
• Sign up for an account, spend a week listening
• Take 20 min each morning and look up all th...
Non-Profits and Social Media:
          Example




          © Copyright 2009 Wendy Soucie
                              ...
ProjectGirl.org
• OBJECTIVE: Drive youth to Website
  to vote on “Best Nonprofit”, Win
  100% of grant.
• STRATEGIES: Get ...
ProjectGirl.org - Tactics


                                                                     Email
                   ...
Groups to learn more
                 Social Media Club Madison (in many
               cities)
                      •Twi...
Books
                       Resources
    Rock the World with Your Online Presence by Mike O’Neill
         Most up to da...
We provide:
         Technical Product Expertise
         Manufacturing experience
         Social media assessments
     ...
Questions?




Happy trails to you
     © Copyright 2009 Wendy Soucie
    Consulting LLC - All Rights Reserved
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Social Media and Community Building | Tempo International Madison WI

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This presentation given to Tempo International and The Business Forum was designed to provide a social media overview and a focus on LinkedIn as a networking tool to achieve strategic goals.

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Transcript of "Social Media and Community Building | Tempo International Madison WI"

  1. 1. Using Social Media to Build Your Community Tempo Madison and Business Forum , Madison WI May 21, 2010 Wendy Soucie 25 years + experience Certified social media consultant Certified Integrated Alliances LinkedIn Trainer 1 Based in the Midwest with national reach. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  2. 2. Agenda Reality check Why social media Some general guidelines LinkedIn Focus Three Tips Case Study Q&A © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 2
  3. 3. With the Internet comes a new reality "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 It took radio 38 years to reach 50 million users; It took Facebook 2 years to reach 50 million users. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 3
  4. 4. Traditional Messaging © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 4
  5. 5. More ways to connect to each other Source: HubSpot © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 5
  6. 6. Social Media: Why? Brand – building awareness Loyalty – improving the public’s knowledge - educating, sharing, expanding the experience for all Advocacy – building and maintaining support Mobilization – generating action Fundraising – building donor and support base © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 6
  7. 7. Reality Check • Facebook claims that 50% of active users log into the site daily. That’s 175m users every 24 hours. • Twitter now has 75m user accounts, • LinkedIn has over 65m members worldwide. • Flickr now hosts more than 4 billion images. • Wikipedia currently has in excess of 14m articles © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 7
  8. 8. Know where to start Avalanche! 8 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  9. 9. A methodology to follow Assess Measure Strategy Apply Action Model Plan Select Tools © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 9
  10. 10. Do some searches Google Search Look for people Search within sites you are on Search.Twitter.com Technorati - blogs List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 10 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  11. 11. Social Media Strategy Goal – Members 16,000 ft Strategy – reach out where they are Tools 11 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  12. 12. If you’re going to jump off the edge… Use the NCP Model © Copyright 2009 Wendy Soucie 12 Consulting LLC - All Rights Reserved
  13. 13. Apply NCP Model Network – invite and attract then focus on the nature of the network Contribute – bring value to the ecosystem then develop trust Participation – create reaction /action to your contribution then you have Social Media Academy NCP Model confirmation of success You want others to participate in YOUR contribution. You want BUZZ © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 13
  14. 14. Grow your network … but you need to sign on! Its about people and connections. 14 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  15. 15. Tip #1: Your profile Use a headshot of just you (real picture) Complete the profile – picture, bio, link Decide where “home” is. Primary email should be a gmail or yahoo account Use your real and complete name – Add under hobbies or interest: Tempo, Tempo Madison, Tempo International, mentoring, philanthropy, women’s organization © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 15
  16. 16. How to behave on social media Talk about ideas or others 80% of the time Share links, say thank you, send congrats, share best practices, listen, engage. What you do in person to help another you can do on social media. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 16
  17. 17. Don’t (s) Don’t say things you wouldn’t say to grandma, spouse, mother, boss, friend or enemy. Don’t put it on the Internet if it should be private. Don’t share all three pieces of info – birthday, address, SS# - Be cautious of identity theft. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 17
  18. 18. Where should our focus be? 18 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  19. 19. Blogs: 15% spend 10+ hrs/week © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 19
  20. 20. Twitter : News generator and source • Just 11% of users on Twitter are teenagers. © Copyright 2009 Wendy Soucie 20 Consulting LLC - All Rights Reserved
  21. 21. Facebook:3rd most visited site • 1.7 M people in Wisconsin are on FB • 332,240 FB users in Madison (more than the population) – Over 90% are 18+ – 35% are 35+ – 15% are over 50+ – 139% growth in Females overall © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 21
  22. 22. YouTube: 4th most visited website in U.S. 22 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  23. 23. LinkedIn: 700K businesses, All Fortune 500 23 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved
  24. 24. LinkedIn: Possible goals and objectives Extend geographic reach Share good deeds Manage reputation Discover connections Grow membership 24 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved
  25. 25. LinkedIn: Branding Personal – Over 7000 characters in profile – Applications enhance portfolio Company – Company message standardized – Collects past/current employees 25 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved
  26. 26. How does LinkedIn work? 26 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved
  27. 27. NCP Model - LinkedIn Determine Business Goals First Business Profiles Network Search Communicate Applications © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 27
  28. 28. STEP 1 Your LinkedIn Profile The Profile Is: Your Identity on LinkedIn Your personal brand MARKETING-ORIENTED, Focused on KEYWORDS that attract others 28 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved
  29. 29. Before you connect…complete You wouldn’t walk into a meeting in your swim suit… don’t network without a complete profile. © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 29
  30. 30. Header/Headline Your Sound bite – 120 characters avail. – Use advanced search – Look for others 30 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved
  31. 31. Public Profile Top Area Summary of information Website(s) Create a Personalized Public Profile URL http://www.linkedin.com/in/michaelpatrick © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 31
  32. 32. Find people with common interests Find business professional s who also share your interests Tempo: 2,151 Philanthropy: 32,720 results 32 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  33. 33. Status /Network Update • 140 characters • Update once/day • Answer questions • Make a change © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 33
  34. 34. TIP #2: Update Ideas • Link to recent blog articles (yours and others) • Link to a newsworthy web posting or news item • Provide a great “quote of the day” • Offer a brief piece of advice • Suggest a great YouTube video • Invite people to connect with you on Twitter/Facebook • Share an important announcement • A link to article in which YOU/Association were quoted • Update contacts on recent results and key activities • Share some of your volunteer/civic activities © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 34
  35. 35. Applications on LinkedIn © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 35
  36. 36. Add an application: Slideshare.net • Create slide set for your brochure • Add application to LinkedIn profile • Note: if posting online, make sure watch copyrights © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 36
  37. 37. Industry related and personal books Specific to current client you are approaching © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All 37 Rights Reserved
  38. 38. STEP 2 Building Your Network © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 38
  39. 39. What size network? • Why a big network? – More prospects – More INBOUND calls – More respect, sought after • Why a smaller network? – Control communications – Verify first tier connections – Selectivity by position © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 39
  40. 40. Build your LinkedIn network - Invite • Invite the members of Tempo • Only invite people already on LinkedIn! • Invite individuals • Invite Small Groups of individuals • Invite a LARGE Group – generic message • Invite Super connected people © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 40
  41. 41. STEP 3 Searching © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 41
  42. 42. Name (Re)searching Before contacting someone… • Do a little research • Look them up by NAME • Look up COMPANY NAME • Follow a company © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 42
  43. 43. STEP 4 Contacting Others Tier 1 Tier 2 Tier 3 © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 43
  44. 44. How to contact someone Tier 2 and Tier 3 (harder): Need email – Invitations – one invites another to connect – Introductions – A request to be introduced - 2’S only – InMails – Contact anyone directly (Business Accounts) © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 44
  45. 45. STEP 5 Business Applications © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 45
  46. 46. For the Channel People… Sales Prospecting Marketing - Online Business Partnerships Executive Networking Staffing and Recruiting Channel Partner Relations © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 46
  47. 47. On the Marketing Side… • Join the right LinkedIn Groups Better yet, start your own LinkedIn Group! © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 47
  48. 48. Using Groups for Networks Why join • Mini organizations • Most every interest • General or geography based groups • Helps you to find like minded contacts © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 48
  49. 49. LinkedIn Groups Join at least 5- 20 Groups 50 Groups and 50 Subgroups allowed Groups in your profession, geography Groups where customers/partners are Click Logo OR Text to join from Profiles © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 49
  50. 50. But what happens tomorrow? © Copyright 2009 Wendy Soucie 50 Consulting LLC - All Rights Reserved
  51. 51. 5 Rules for social media • Listen • Grow your network • Contribute • Participate • Be a trust agent It takes time to do all this. © Copyright 2009 Wendy Soucie 51 Consulting LLC - All Rights Reserved
  52. 52. Tip #3: Action you can take • Sign up for an account, spend a week listening • Take 20 min each morning and look up all the members of your Tempo group and connect • Learn something about each contact • Post your business related event on LinkedIn and Facebook • Invite people to your events, promote an event using various tools, write about an event you attended • Connect with people you meet– find them in social places • Get your pictures and video up on a social media site – tag © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 52
  53. 53. Non-Profits and Social Media: Example © Copyright 2009 Wendy Soucie 53 Consulting LLC - All Rights Reserved
  54. 54. ProjectGirl.org • OBJECTIVE: Drive youth to Website to vote on “Best Nonprofit”, Win 100% of grant. • STRATEGIES: Get known quickly, give youth reasons to participate, be visible to adults, get visible fast • AUDIENCE: children and young adults 13-21, parents, educators, business professionals © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 54
  55. 55. ProjectGirl.org - Tactics Email Campaign Registration & Drive Votes Group Page & Profile © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 55
  56. 56. Groups to learn more Social Media Club Madison (in many cities) •Twitter: @madisonsmc •Facebook: Social Media Club of Madison •LinkedIn: Social Media Club of Madison Social Media Breakfast Madison (in many cities) •Twitter: @smbmad (#smbmad) •Facebook: http://www.facebook.com/socialmediabreakfastmadis on •LinkedIn: Social Media Breakfast Madison Find clubs in Milwaukee, Greenbay and soon in LaCrosse 56 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  57. 57. Books Resources 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 Facebook Marketing: An Hour a Day, Mari Smith Groundswell, Trust Agents, Six Pixels of Separation Blogs LinkedIn - http://blog.linkedin.com 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 Slide Presentations http://www.slideshare.net/wsoucie YouTube Channel http://www.youtube.com/user/wendysoucie Photo credits – Istockphoto.com , Wendy Soucie, William Beers 57 © Copyright 2009 LLC - All Rights Reserved
  58. 58. 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 Social web links: http://xeesm.com/wendysoucie Network . Contribute . Participate 58 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  59. 59. Questions? Happy trails to you © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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