Social Media and Community Building | Tempo International Madison WI

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

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

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.


Traditional Messaging


More ways to connect to each other

Source: HubSpot

© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 5

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


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


Know where to start

Avalanche!

8

A methodology to follow

Assess

Measure Strategy

Apply Action
Model Plan

Select
Tools


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

Social Media Strategy
Goal – Members
16,000 ft

Strategy – reach out
where they are

Tools

11

If you’re going to jump off the edge…
Use the NCP Model

© Copyright 2009 Wendy Soucie
12
Consulting LLC - All Rights Reserved

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


Grow your network
… but you need to sign on!

Its about people and connections.
14

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


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.


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.


Where should our focus be?

18

Blogs: 15% spend 10+ hrs/week


Twitter : News generator and source

• Just 11% of users
on Twitter are
teenagers.

20

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


YouTube: 4th most visited website in U.S.

22

LinkedIn: 700K businesses, All Fortune 500

23
© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved

LinkedIn: Possible goals and objectives

Extend geographic reach
Share good deeds
Manage reputation
Discover connections
Grow membership

24

LinkedIn: Branding
Personal
– Over 7000 characters in
profile
– Applications enhance
portfolio
Company
– Company message
standardized
– Collects past/current
employees

25

How does LinkedIn work?

26

NCP Model - LinkedIn
Determine Business Goals
First

Business
Profiles Network Search Communicate
Applications


STEP 1 Your LinkedIn Profile
The Profile Is:
Your Identity on LinkedIn

Your personal brand

MARKETING-ORIENTED, Focused on
KEYWORDS that attract others
28

Before you connect…complete

You wouldn’t walk into a meeting in your swim
suit… don’t network without a complete profile.


Header/Headline
Your Sound bite
– 120 characters
avail.
– Use advanced
search
– Look for others

30

Public Profile Top Area

Summary of
information

Website(s)

Create a
Personalized Public
Profile URL
http://www.linkedin.com/in/michaelpatrick


Find people with common interests

Find business
professional s who
also share your
interests

Tempo: 2,151
Philanthropy:
32,720 results

32

Status /Network Update

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


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


Applications on LinkedIn


Add an application: Slideshare.net

• Create slide set
for your brochure
• Add application to
LinkedIn profile
• Note: if posting
online, make sure
watch copyrights


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

STEP 2 Building Your Network


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


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


STEP 3 Searching


Name (Re)searching

Before contacting someone…

• Do a little research
• Look them up by NAME
• Look up COMPANY NAME
• Follow a company


STEP 4 Contacting Others
Tier 1
Tier 2

Tier 3


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)


STEP 5 Business Applications


For the Channel People…

Sales Prospecting
Marketing - Online
Business Partnerships
Executive Networking
Staffing and Recruiting
Channel Partner Relations


On the Marketing Side…
• Join the right
LinkedIn
Groups

Better yet, start
your own
LinkedIn Group!


Using Groups for Networks

Why join
• Mini organizations
• Most every interest
• General or geography
based groups
• Helps you to find like
minded contacts


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

But what happens tomorrow?

50

5 Rules for social media
• Listen
• Grow your network
• Contribute
• Participate
• Be a trust agent

It takes time to do all this.

51

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


Non-Profits and Social Media:
Example

53

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


ProjectGirl.org - Tactics

Email
Campaign

Registration
& Drive
Votes

Group

Page &
Profile


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

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

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

Questions?

Happy trails to you

Social Media and Community Building | Tempo International Madison WI

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