Social Media For Iowa County Entrepreneurs

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This presentation by wendysoucie.com was a social media overview for individuals considering starting a business or those already involved with a business interested in using social media to help …

This presentation by wendysoucie.com was a social media overview for individuals considering starting a business or those already involved with a business interested in using social media to help their business.

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  • 1. Social Media: Opportunity for Business Iowa County Entrepreneurs, March 24, 2010 Wendy Soucie 25 years + experience B2B - manufacturing / professional service firms. Unique focus - technical products and engineering. Based in the Midwest with national reach. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 2. In this presentation… 3 common social media mistakes businesses are making Understand why business goals and a social media strategy is important Evaluate social media tools for the right tactical reasons Consider 6 ways social media improves “business as usual” © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 2
  • 3. What is social media? social media: conversation via the Internet used to create shared value for participating consumers and businesses It’s about connecting with people © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 3
  • 4. Traditional Marketing Source: HubSpot © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 4
  • 5. The Internet changed the rules Most of us go online to: Check online groups Read blogs Collect feedback Read product reviews Educate ourselves People are taking control © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 5
  • 6. New Channel Approach Source: HubSpot © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 6
  • 7. 3 common social media mistakes Common business blunders: Not answering the question of “why” Using social media as free advertising Asking the first available person to do “something” There’s a better way © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 7
  • 8. Social media landscape Social networking and blogging sites are now the 4th most popular activity on the Internet 67% of global online users visit social network and/or blogging sites Time spent online is growing at 3 times the rate of overall Internet user growth © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 8
  • 9. Social media landscape 228 Million in US using 74.1% of US Pop. 130 M social network users Ave age of user is 32 yrs 9 9 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 10. A Process Assess Identify Apply Goals & Model Objectives Measure Develop & Track Strategy Select Identify Channels ways to & Tools engage SocialMedia-academy.com/methodologies/htm © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 11. The right way to get started Assess the social ecosystem Create a strategy and action plan Engage the entire organization Measure and track success Know why and where before you start © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 11
  • 12. Assessment Identifies Influencers FaceBook Blogs Yahoo, YouTube Delicious, other niche sites Twitter LinkedIn © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 12
  • 13. Free Assessment Tools Itunes search Google Alerts Compete.com Google Reader TweetDeck Search Google Analytics Search.Twitter.com Technorati search Trendrr Addictomatic List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 13 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 14. What business owners need to do Take a strategic approach Business Goals Clarify Brand Extend Marketing Strategy Tactic Tools: Advertising Public relations Direct mail Social media, etc. 14 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 15. Goal Strategy Be realistic – What resources? Get training – Do you know how to apply the tools? Define success – Can you agree on measurement? Business Clarify Brand Extend Marketing Tools 15 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 16. Where does social media go? Marketing Social Media Product Sales Dev. Human Customer Resources Service Social Social Social Media Media Media 16 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 17. The investment pays off in loyalty Engage in conversation Share knowledge Build awareness Grow network Generate ideas Create brand evangelists Earn trust © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 17
  • 18. Tool Hierarchy Micro Easier adoption Blogging for SMB Social Networks Social Bookmarking Video /Photo Sharing Travel/Review Sites Social Directory Search RSS Feeds Blogging / Wikis/ Forums / Content Generation Website as your home base Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office 18 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 19. • Home for all information and place to send people • Silos of content/ information • Search optimized , site map submitted What? • Makes it easy to do business • Decide business goals • Ease of use for audience first • Design second How? • Submit site map to Google/Yahoo • Html, Open Source – PHP, content management • Flash - NO Where? • Integrated - Cloudprofile.com, Hubspot.com
  • 20. • Web logs (sites) where entries or posts are listed in chronological order. • Blogs allow for readers to engage with comments. • Free and hosted sites What? • Easy WISIWIG editors for adding text, photo, video • Fast and inexpensive (can serve as website and blog) • Search engine friendly. • Interactive. How? • USG • Blogger.com (Google) (7) – networkmindshare.blogspot.com • Wordpress.org (17) – wendysoucie.com, endresultmarketing.com • Typepad – techpr.typepad.com Where? • Posterous.com – madfiber.posterous.com • Cloudprofile.com wisocialmedia.cloudprofile.com
  • 21. Search Engines • Web pages that list websites, images, video and other information • Search based on user input - key words. What? • The results are based on an algorithm – certain sites feed others. • Search Optimize pages for key engines /target audience • Local search campaign important • Key data terms on every page How? • Focus key content on different pages • Google.com (1) • Bing.com (9*) • Yahoo.com (3) Where? • MSN (live.com)
  • 22. Social Networking • On-line community that builds social relations among people, with shared interests • Profile is required to see or participate • Networks can be small/large, social/business or all of these What? • Web-based interactions with text, presentation, video , or photos depending on site • Connect with people • Contribute content of value to your network • Participate through comments, questions, answers How? • FaceBook.com • LinkedIn.com • Fastpitch.com Where? • Ecademy.com 22 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 23. Measuring Social Media ROI Traffic - # of unique visitors Interaction - # of comments, sales, downloads Sales – ecommerce on site conversion Leads - # generated Search Marketing - # of calls using trackable phone #’s Brand Metrics PR – placement, mentions, stories, visibility Customer Engagement – sharing, evangelism Retention – of connections, clients, etc Profits - $ generated Source: Econsultancy – Chris Lake
  • 24. The investment pays off in dollars Improve customer support Retain customers Generate leads Increase sales Expand markets Develop new products Gain market share © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 24
  • 25. 6 ways social media can improve “business as usual” 1) Expanding the conversation before and beyond the sale 2) Developing relationships with online influencers 3) Discovering hidden knowledge to increase online effectiveness © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 25
  • 26. 6 ways social media can improve “business as usual” (cont.) 4) Sharing valued-added content in multiple ways across multiple channels 5) Collecting timely feedback from current, potential, past and lost customers 6) Understanding important issues relevant to your target audience Stay nimble © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 26
  • 27. Example © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 27
  • 28. Louis E. Page Fencing • OBJECTIVE: Generate awareness, drive traffic to website • STRATEGIES: Listen, participate, entertain and inform, add knowledge © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 28
  • 29. Louis E. Page - Tactics Drive Traffic & Network Value • FUTURE: Youtube © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 29
  • 30. Why Wendy Soucie Consulting? We provide: Social media assessments Marketing best practices Thought leadership strategies Social media building blocks Training resources Implementation help and coaching Network . Contribute . Participate © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 30
  • 31. Contact Wendy Soucie Enter the conversation. Engage with your customers. Wendy Soucie, Principal Wendy Soucie Consulting, LLC Applied Social Media for Business 608-225-1985 Social web links: http://xeesm.com/wendysoucie wsoucie@wendysoucie.com 31 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 32. My Relationships • Wendy Soucie Consulting LLC • Founder/Principal • Social Media Academy • Certified Social Media Consultant • Founding Member • Alumni 2009 • Black Diamond Consultant • Integrated Alliances • Regional Executive Director – WI • End Result Marketing • Social Media Strategist 32 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved