Using Social Media
to Build Your Community
                 Ice Age Trail Alliance, April 23, 2010
                       ...
Agenda
        Agenda



Reality check
Why social media
Some general guidelines
Profile tips
Social media actions
Examples...
What we are doing today
•   Share pictures and videos
•   Invite someone new to hike with you
•   Volunteer at an event an...
With the Internet comes a new reality
  "The corporate homepage at Dell.com is not really the corporate
           homepag...
Social Media Defined


     “Conversations via the Internet
      that create value for users,
      customers and organiz...
Traditional Messaging




© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   6
New Channel Approach



                                             Home




© Copyright 2009 Wendy Soucie Consulting LLC...
What social media sites are you on?




http://www.youtube.com/watch?v=NhPgUcjGQAw (short version)
                     © ...
Social Media: Why?
                                             • Brand – building awareness in WI
                       ...
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!

                                                        ...
Social Media Strategy

“Remember: 80% is strategy and only
  20% is technology”
                     Jeremiah Owyang




 ...
Social Media Strategy
         Goal – 5000 Members
                16,000 ft



         Strategy – reach out
            ...
You can choose how to start




     20 minutes a day - socialminutes.com
                                                ...
5 Rules for social media
•   Listen
•   Grow your network
•   Contribute
•   Participate
•   Be a trust agent


          ...
Listen and look for people

     Look for people




    © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserve...
Do some searches
         Google Search
               Blogs
               Images
               Video
         Search wi...
Your Basic Network




© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
                                ...
This is you on Social Media




        © Copyright 2009 Wendy Soucie
                                              19
   ...
If your going to jump off the edge…




            © Copyright 2009 Wendy Soucie
                                        ...
Grow your network
     … but you need to sign on!




                                                                    ...
Tip: Profile for social media sites
Use a headshot of just you (real picture)
Complete the profile – picture, bio, link
De...
How to behave on social media
Be Generous, say good things
Talk about ideas or others 80% of
the time
Share links, say tha...
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?
              • Facebook
                     – 3rd most visited website in U.S. (behind Google...
Social Networking - Facebook
• 1.7 M people in Wisconsin are on FB
• 332,240 FB users in Madison (more than the
  populati...
Social Networking - FaceBook




         © Copyright 2009 Wendy Soucie
                                               27
...
Facebook User Engagement:
• 10 M users become fans of Pages each day
• 2 B photos uploaded to the site each month
• 14 M v...
Who else is on FB
• Appalachian Mountain Trail Club – 7,414 or
  Appalachian Trail Conservancy (16K)
  – Ice Age Trail All...
Blogs - Blogger




   © Copyright 2009 Wendy Soucie
                                         30
  Consulting LLC - All Ri...
Twitter




 © Copyright 2009 Wendy Soucie
                                       31
Consulting LLC - All Rights Reserved
© Copyright 2009 Wendy Soucie
                                       32
Consulting LLC - All Rights Reserved
Microblogging - Twitter



• Just 11% of users
  on Twitter are
  teenagers.




                                         ...
Video - YouTube




   © Copyright 2009 Wendy Soucie
                                         34
  Consulting LLC - All Ri...
Pictures - Flickr


                                                                             Two Groups :
            ...
Business Networking - LinkedIn




                                                                     36
© Copyright 200...
Business Networking - LinkedIn

     Find business
     professional s who
     also share their
     interest in the Ice
...
Video: Livestreaming/Ustream

      Change to requiste video




                                       Photo Credit: Will...
Other links and connections
• GreyGhost
• http://www.scribd.com/doc/22670799/Ice-
  Age-Trail-Mile-by-Mile-PDF-Spreadsheet...
Non-Profits and Social Media:
          Examples




          © Copyright 2009 Wendy Soucie
                             ...
ProjectGirl.org
• OBJECTIVE: Drive youth to Website
  to vote on “Best Nonprofit”, time
  sensitive contest.
• STRATEGIES:...
ProjectGirl.org - Tactics


                                                                     Email
                   ...
ThriveHere.org
• OBJECTIVE: Promotion of the
  region, businesses, the
  organization and project work
  within region.
• ...
ThriveHere.org - Tactics




                                                   Website and
                              ...
Ice Age Trail Alliance
• OBJECTIVE: Grow to 5000
  members with broad
  diversity in all areas, extend
  trail, engage wit...
IATA - Tactics
Touch
Feel
Hear
See
Read                              New Website!

                                       ...
Story – Lodi Bridge Dedication
• Attended dedication
• Video & pictures of the event
• Video interviews of 2 people
• Edit...
But what happens tomorrow?




        © Copyright 2009 Wendy Soucie
                                              48
    ...
Tip: Ways to use social media effectively
• Sign up for an account, spend a week listening
• Invite people to IAT events, ...
Local groups to learn more




                                         Photo credit :William Beers


  Social Media Club ...
Books
                          Resources
    Rock the World with Your Online Presence by Mike O’Neill
        Most up to ...
Questions?




Happy trails to you
     © Copyright 2009 Wendy Soucie         Photo Credit: William Beers
                ...
Strategic Alliances
          • Wendy Soucie Consulting
                 – www.wendysoucie.com
                        • F...
We provide:
       Technical Product Expertise
       Manufacturing experience
       Social media assessments
       Mark...
Need more info about me?
Engage with your customers.
Enter the conversation.
Engage with me.




                         ...
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Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | April 23 2010

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www.iceagetrail.org is a nonprofit devoted to the maintenance and support of Wisconsin's Ice Age National Scenic Trail. This is a 1000 mile trail following the glaciers in WI. I am a member and support with volunteer hours to create and present this program.

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Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | April 23 2010

  1. 1. Using Social Media to Build Your Community Ice Age Trail Alliance, April 23, 2010 Wendy Soucie 25 years + experience Certified social media consultant Certified Integrated Alliances LinkedIn Trainer Based in the Midwest with national reach. 1 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  2. 2. Agenda Agenda Reality check Why social media Some general guidelines Profile tips Social media actions Examples Q&A © Copyright 2009 Wendy Soucie 2 Consulting LLC - All Rights Reserved
  3. 3. What we are doing today • Share pictures and videos • Invite someone new to hike with you • Volunteer at an event and bring someone • Write an article • Public speaking at your local civic or service club Is this enough to reach membership goal? © Copyright 2009 Wendy Soucie 3 Consulting LLC - All Rights Reserved
  4. 4. 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 television 13 years to reach 50 million users; It took the internet 4 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 4
  5. 5. Social Media Defined “Conversations via the Internet that create value for users, customers and organizations” 55 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  6. 6. Traditional Messaging © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 6
  7. 7. New Channel Approach Home © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 7
  8. 8. What social media sites are you on? http://www.youtube.com/watch?v=NhPgUcjGQAw (short version) © Copyright 2009 Wendy Soucie 8 Consulting LLC - All Rights Reserved
  9. 9. Social Media: Why? • Brand – building awareness in WI and nationally • Loyalty – improving the public’s knowledge - educating, sharing, expanding the experience for all • Advocacy – building and maintaining support • Mobilization – generating action from volunteers • Fundraising – building donor and Lodi IAT Bridge – longest bridge spanning support base the IAT (William Beers) To convince 5000 people to join IAT Alliance © Copyright 2009 Wendy Soucie 9 Consulting LLC - All Rights Reserved
  10. 10. 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 50m members worldwide. • Flickr now hosts more than 4 billion images. • Wikipedia currently has in excess of 14m articles © Copyright 2009 Wendy Soucie 10 Consulting LLC - All Rights Reserved
  11. 11. Know where to start Avalanche! 11 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  12. 12. Social Media Strategy “Remember: 80% is strategy and only 20% is technology” Jeremiah Owyang © Copyright 2009 Wendy Soucie 12 Consulting LLC - All Rights Reserved
  13. 13. Social Media Strategy Goal – 5000 Members 16,000 ft Strategy – reach out where they are Tools 13 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  14. 14. You can choose how to start 20 minutes a day - socialminutes.com 14 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  15. 15. 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 15 Consulting LLC - All Rights Reserved
  16. 16. Listen and look for people Look for people © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 16
  17. 17. Do some searches Google Search Blogs Images Video Search within sites you are on List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 17 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  18. 18. Your Basic Network © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved From Shauna Causey and 18 @ethany
  19. 19. This is you on Social Media © Copyright 2009 Wendy Soucie 19 Consulting LLC - All Rights Reserved
  20. 20. If your going to jump off the edge… © Copyright 2009 Wendy Soucie 20 Consulting LLC - All Rights Reserved
  21. 21. Grow your network … but you need to sign on! Photo Credit: William Beers Its about people and connections. 21 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  22. 22. Tip: Profile for social media sites 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: IAT, IATA, Ice Age Trail, Ice Age Trail Alliance, hiking © Copyright 2009 Wendy Soucie 22 Consulting LLC - All Rights Reserved
  23. 23. How to behave on social media Be Generous, say good things Talk about ideas or others 80% of the time Share links, say thank you, send congrats, share best practices, listen, engage. Whatever you would do in person to help another individual you can do on social media. © Copyright 2009 Wendy Soucie 23 Consulting LLC - All Rights Reserved
  24. 24. 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 24 Consulting LLC - All Rights Reserved
  25. 25. Where should our focus be? • Facebook – 3rd most visited website in U.S. (behind Google & Yahoo) • Blogs – 15% of bloggers spend 10 or more hours each week blogging – [Technorati's new State of the Blogosphere.] • Twitter – News generator and source • LinkedIn – 700K businesses, every Fortune 500 represented • YouTube – 4th most visited website in U.S. & one of the top three search engines • Flickr – pictures, video, groups and networking. • Other possible groups – Yahoo and Google Groups © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved Real time data from compete.com and Alexia 25
  26. 26. Social Networking - Facebook • 1.7 M people in Wisconsin are on FB • 332,240 FB users in Madison (more than the population) – 18+ over 90% – 35% 35+ – 15% are over 50+ IAT through Main St. Lodi © Copyright 2009 Wendy Soucie Consulting LLC - All Rights 26 Reserved
  27. 27. Social Networking - FaceBook © Copyright 2009 Wendy Soucie 27 Consulting LLC - All Rights Reserved
  28. 28. Facebook User Engagement: • 10 M users become fans of Pages each day • 2 B photos uploaded to the site each month • 14 M videos uploaded each month • 2 B pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared / wk • 3 M events created each month • 45 M active user groups exist on the site* • 65 M active users accessing through mobile. © Copyright 2009 Wendy Soucie 28 Consulting LLC - All Rights Reserved
  29. 29. Who else is on FB • Appalachian Mountain Trail Club – 7,414 or Appalachian Trail Conservancy (16K) – Ice Age Trail Alliance - 386 • REI (58K), Northface (17K), New Belgian Beer (77K) • Trekking, Hiking, Walking (11K); hiking (27K) – Hiking Wisconsin (<10) © Copyright 2009 Wendy Soucie 29 Consulting LLC - All Rights Reserved
  30. 30. Blogs - Blogger © Copyright 2009 Wendy Soucie 30 Consulting LLC - All Rights Reserved
  31. 31. Twitter © Copyright 2009 Wendy Soucie 31 Consulting LLC - All Rights Reserved
  32. 32. © Copyright 2009 Wendy Soucie 32 Consulting LLC - All Rights Reserved
  33. 33. Microblogging - Twitter • Just 11% of users on Twitter are teenagers. 33 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  34. 34. Video - YouTube © Copyright 2009 Wendy Soucie 34 Consulting LLC - All Rights Reserved
  35. 35. Pictures - Flickr Two Groups : “ Ice Age National Scenic Trail Ice Age Trail Total of 10 members 3,081 results for “ice age trail” 1,971 people in Wisconsin Group and 46, 303 photos shared 35 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  36. 36. Business Networking - LinkedIn 36 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  37. 37. Business Networking - LinkedIn Find business professional s who also share their interest in the Ice Age Trail 48 people found 37 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  38. 38. Video: Livestreaming/Ustream Change to requiste video Photo Credit: William Beers 38 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  39. 39. Other links and connections • GreyGhost • http://www.scribd.com/doc/22670799/Ice- Age-Trail-Mile-by-Mile-PDF-Spreadsheet • Jenny Addis http://www.inspirationspeaks.me/wiiceagetr ail.htm • Citizen Journalist – Examiner.com © Copyright 2009 Wendy Soucie 39 Consulting LLC - All Rights Reserved
  40. 40. Non-Profits and Social Media: Examples © Copyright 2009 Wendy Soucie 40 Consulting LLC - All Rights Reserved
  41. 41. ProjectGirl.org • OBJECTIVE: Drive youth to Website to vote on “Best Nonprofit”, time sensitive contest. • STRATEGIES: Get known quickly, give youth reasons to participate, be visible to adults • AUDIENCE: children and young adults 13-21, parents, educators, business professionals © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 41
  42. 42. ProjectGirl.org - Tactics Email Campaign Registration & Drive Votes Group Page & Profile © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 42
  43. 43. ThriveHere.org • OBJECTIVE: Promotion of the region, businesses, the organization and project work within region. • STRATEGIES: Increase traffic to website, get known as an economic driver in the region, cross pollination on all sites • AUDIENCE: Business owners, investors, entrepreneurs © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 43
  44. 44. ThriveHere.org - Tactics Website and regional links and info Page 44 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  45. 45. Ice Age Trail Alliance • OBJECTIVE: Grow to 5000 members with broad diversity in all areas, extend trail, engage with all partners • STRATEGIES: Listen, create evangelists, show family fun, engage GenY, share the experience • AUDIENCE: GenY, Kids, Adults, Retirees, business owners, partners © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 45
  46. 46. IATA - Tactics Touch Feel Hear See Read New Website! Share the IAT experience 46 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  47. 47. Story – Lodi Bridge Dedication • Attended dedication • Video & pictures of the event • Video interviews of 2 people • Edited & posted to Youtube • Blog post for blogspot • Tweeted video and post • Picked up by Lodi Valley News • Articles in three papers and online by next day • Pictures uploaded to FB & Flickr (taged) • Gathering Waters Conservancy posted link for Youtube video on FB page • Top of the list for Google Search - videos © Copyright 2009 Wendy Soucie 47 Consulting LLC - All Rights Reserved
  48. 48. But what happens tomorrow? © Copyright 2009 Wendy Soucie 48 Consulting LLC - All Rights Reserved
  49. 49. Tip: Ways to use social media effectively • Sign up for an account, spend a week listening • Invite people to IAT events, promote an event using various tools, write about an event you attended • Connect with people you met during a hike – find in social places • Get your pictures and video up on a social media site - tag • Write a trail review about your recent hikes – submit to trail.com © Copyright 2009 Wendy Soucie 49 Consulting LLC - All Rights Reserved
  50. 50. Local groups to learn more Photo credit :William Beers Social Media Club Madison (in many cities) Social Media Breakfast Madison (in many cities) © Copyright 2009 Wendy Soucie 50 Consulting LLC - All Rights Reserved
  51. 51. 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 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, William Beers, and Wendy Soucie 51 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  52. 52. Questions? Happy trails to you © Copyright 2009 Wendy Soucie Photo Credit: William Beers 52 Consulting LLC - All Rights Reserved
  53. 53. Strategic Alliances • Wendy Soucie Consulting – www.wendysoucie.com • Founder/Principal • Integrated Alliances • Regional Executive Director – WI • End Result Marketing – www.endresultmarketing.com • Social Media Strategist • Social Media Academy • Certified Social Media Consultant • Founding Gold Member and Alumni • Black Diamond Consultant • Xeesm Business Partner - Wisconsin 53 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  54. 54. 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 © Copyright 2009 Wendy Soucie © Copyright 2003-2009 – Wendy Soucie Consulting and Integrated Alliances - All Rights Reserved 54 Consulting LLC - All Rights Reserved
  55. 55. Need more info about me? Engage with your customers. Enter the conversation. Engage with me. Wendy Soucie Social web links: http://xeesm.com/wendysoucie 55 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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