Social Media Tool Selection Strategies

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Social Media Tool Selection Strategies

  1. 1. Social Media Tool Selection Strategies Wendy Soucie, Principal Wendy Soucie Consulting LLC y g Social Media Tools Week Nov 16‐20, 2009 
  2. 2. Agenda "The corporate homepage at Dell com is not really the 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 •Strategy Development T l S l ti •Tool Selection  •Examples © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 2
  3. 3. Social Media Strategy Social Media Strategy • Assess where conversations  are • Identify goals and objectives • Develop a strategy to get there • Identify ways to engage – Internal and external  Internal and external Social Media Landscape Social Media Landscape • Find your starting point • Select the channels/tactics to Select the channels/tactics to  use © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 3
  4. 4. Social Media Strategy Social Media Strategy Goal 16,000 ft 16 000 ft Strategy Tools 4 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  5. 5. You can choose how to start You can choose how to start 5 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  6. 6. Know where to start  Know where to start Avalanche! 6 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  7. 7. Use methodology to find where Use methodology to find where • Social Media Academy Methodology Social Media Academy Methodology • Analyze and understand your market from a  social point of view social point of view ‐ Customer landscape Customer landscape ‐ Brand analysis ‐ Partner and alliance analysis Partner and alliance analysis ‐ Competition analysis © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 7
  8. 8. Process • Bottom up approach Bottom up approach – Public data – Keyword /phrase search Keyword /phrase search – Known information 8 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  9. 9. Methodology  Methodology • Simple or complex based on Simple or complex based on  – Time  – Budget Budget  – Variables in the 4 Quadrants. – Si Size of company  f – Reporting tool used Social Media Academy © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 9
  10. 10. Where to start – Citrix Online • 77 Citrix Groups • 3 GTM Groups • 12,729 bookmarks • Most notable – GTM Sucks • 152 affiliated groups Blog • Citrix has 20 groups on twitter • http://community.citrix.com/blogs • @getgreencitrix has 2,247 followers • Most viewed blog post has 405,468 views • @citrixblogs has 1,060 followers - Citrix has 20 groups on twitter • 845 video results - 13 GoToMeeting Groups • 45,181 views of top video p • 2,770 results • Unauthorized group has 97 • 609 000 groups 609,000 • 6 906 results 6,906 members • Lots of job groups 10 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  11. 11. Where to start – Webex • 384 Cisco Groups • 10 Webex Groups • 4,758 bookmarks •27 affiliated groups Blog • Webex has 5 groups on twitter • http://blog.webex.com - Webex has 9 groups on facebook • 444 video results • 7,607 views of top video p • 9 groups • 773 results • 1 120 results 1,120 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 11
  12. 12. Look for influencers Look for influencers Facebook b k Youtube Blogs Twitter  LinkedIn © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 12
  13. 13. Influencer Impact Analysis p y • John Greathouse has 228 connections • Robert Stanke has 500+ connections • Scott Wyden Kivowitz has 41 connections • David Walsh has 22 connections • D b h Tutnauer has 15 connections Deborah T h i • @johngreathouse has 231 followers • @robertstanke has 609 followers • @scottwyden has 897 followers John Greathouse has ? friends • @davidwalshblog has 1,786 followers • Robert Stanke has 262 friends • @itsallsuccess has 4,777 followers • Scott Wyden Kivowitz has 333 friends • D d Walsh has 46 friends David W l h h f d •Deborah Tutnauer has 132 friends 13 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  14. 14. Look for Challenges & Topics Look for Challenges & Topics • Sentiment • Positive/negative • Trends d • Issues • Conversation threads Ultimately you are looking for people © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 14
  15. 15. Strategy • Integrate key constituencies of a market into Integrate key constituencies of a market into  the strategy development.  • Based on six core elements: Based on six core elements: ‐ Goals ‐ Mission ‐ Benefits ‐ Actions Social Media Academy ‐PPrograms ‐ Reporting 15 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  16. 16. Goal  Goal ‐ Strategy • Listen & respond • Put human face on business • Entertain or inform • Tell our strategic stories T ll t t i t i • Create community of evangelists • Create insider community Create insider community • Empower employees to service • Collect ideas and customer input Collect ideas and customer input • Drive targeted and qualified traffic © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 16
  17. 17. Tool Strategy Tool Strategy • Clarify – How are going to achieve an objective? • Build social What element of plan extends into Build social – What element of plan extends into  social and brand? • Learn from others – Is it tailored to your situation? y • 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 17 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  18. 18. Tool Hierarchy  Tool Hierarchy • Blogging – listen, comment,  write • RSS – Aggregate and filter  content • Social Directory Search – good  for small business • S i lB k Social Bookmarking – T i ki Tagging  content  John Jantsch, Duct Tape Marketing, Microsoft Live Office • Social Networks – be prepared  p p to share • Micro  blogging – may be  confusing for a small business confusing for a small business © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 18
  19. 19. Dell Example Dell Example • OBJECTIVE: Resolve dissatisfaction • STRATEGIES: Listen, learn,  participate; tell our story; engage  customers by sharing info that  matters • TACTICS: Blog response, branded  community ‐ Direct2Dell © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 19
  20. 20. Zappos • OBJECTIVE: Keep company profile OBJECTIVE: Keep company profile  high; humanize people behind the  shoes  • STRATEGIES: Listen, create evangelists,  learn, participate; deliver service • TACTICS: Twitter, Youtube Channel,  Facebook, groups, fan pages,  Wikipedia, keyword blogs k d k d bl © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 20
  21. 21. Mayo Clinic Mayo Clinic • OBJECTIVE: Engage with patients, OBJECTIVE: Engage with patients,  create mainstream content, in‐depth  content for patients and customers  • STRATEGIES: Top down, start small,  use available content, branch to  larger radio syndication  • TACTICS: Itunes, Podcasts, Youtube,  Twitter, keyword blogs, RSS  k d bl © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 21
  22. 22. Louis E. Page Fencing Louis E. Page Fencing • OBJECTIVE: Generate awareness, drive  traffic to website • STRATEGIES Li STRATEGIES: Listen, participate, entertain  i i i and inform, add knowledge • TACTICS T itter Yo t be Channel TACTICS: Twitter, Youtube Channel,  Facebook, groups, fan page, blog, LinkedIn 1893 Fans © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 22
  23. 23. Private Consulting Practice Private Consulting Practice • OBJECTIVE: Drive people to Website OBJECTIVE: Drive people to Website • STRATEGIES: Thought leaders, listen,  track industry conversations, add  track industry conversations, add knowledge • TACTICS: Blog, Twitter, e‐Zines,  g, , , LinkedIn, Twitterfeed, Facebook,  groups, Twitter lists  © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 23
  24. 24. ProjectGirl.org • OBJECTIVE: Drive youth to  y Website to vote on “Best  Nonprofit”, time sensitive  contest. • STRATEGIES: Get known  quickly, give youth reasons to  i kl i th t participate, be visible to adults  • TACTICS Email blast blog TACTICS : Email blast, blog,  Twitter, LinkedIn, Facebook,  Yahoo, groups on all sites  Yahoo, groups on all sites © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 24
  25. 25. Contact: Wendy Soucie Contact: Wendy Soucie Xeesm.com/wendysoucie • Wendy Soucie helps clients increase sales by integrating and executing social  media strategies. Her approach spans customer service, product development,  media strategies Her approach spans customer service product development human resources, management, sales and marketing. Featured national writer,  blogger and speaker. 25 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved

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