US Indoor Sports Association: Social media next steps

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Wendy Soucie presented social media strategies for advanced users on issues of strategy, policy and business case.

Wendy Soucie presented social media strategies for advanced users on issues of strategy, policy and business case.

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  • 1. Understanding Social Media: Next Steps US Indoor Sports Facility Managers Conference June 19, 2010 Unique focus 25+ years of Experience Based in the Midwest with national reach Certified social media consultant and trainer © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 2. Who is “Wendy Soucie?” 52,200 results to choose from Wendy Soucie 2 © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved
  • 3. In this presentation… Understand why business goals and a social media strategy is important Considerations for a social media policy Evaluate social media tools Measuring and tracking your progress Examples Slides at http://slideshare.net/wsoucie © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 3
  • 4. What questions do you need answered? 4 © Copyright 2003-2009 Integrated Alliances LLC /Wendy Soucie Consulting LLC - All Rights Reserved
  • 5. Social Media Landscape
  • 6. Social media landscape 34% of bloggers post opinions of products and brands. If Facebook were a country it would be the 3rd largest on earth Social networking has exceed Pornography as the #1 activity online Youtube is the second largest search engine 6 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 7. Those who engaged • How could companies like Zappos, WholeFoods, Cisco, JetBlue, Dell, IBM and many others thrive in a down economy while their competitors nearly went bankrupt? © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 7
  • 8. 3 Thoughts on social media • It is vital to remember how quickly even a single update can go viral in social media. (Nestle) • People value honesty, being upfront, and listening to others. (Dell) • Prepare for when, not if social media blunders happen. (SouthWest Airlines) © Copyright 2009 Wendy Soucie 8 Consulting LLC - All Rights Reserved
  • 9. Are you in the recommendation chain? 78% of consumers trust peer opinion – Only 14% trust advertising
  • 10. / It’s not about picking the tool… www.flickr.com/ph 10 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 11. 3 common social media mistakes 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 11
  • 12. The right way to get started. Assess/Listen Identify Apply Model Goals & Objectives Measure & Develop Track Strategy Select Identify ways Channels & to engage Tools Know why and where before you start SocialMedia-academy.com/methodologies/htm © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 13. Four Quadrant Assessment
  • 14. Technographics
  • 15. Assessment Identifies Influencers FaceBook Blogs YouTube Yahoo, Delicious, other niche Twitter sites LinkedIn http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/ 16 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 16. Free Listening Tools Technorati Search Google Alerts Compete.com Google Reader TweetDeck Search Google Analytics Search.Twitter.com Google Keyword Trendrr Addictomatic Socialmention Xeesm 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
  • 17. A brand’s social media strategy "If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends.“ Mike Arauz • Via Bilal Jaffery, an IBM Marketing Manager
  • 18. What business owners need to do Take a strategic approach Business Build Goals Clarify Brand Extend Strategy Tactic Tools: Advertising Public relations Direct mail Social media, etc. 20 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 19. Goal Strategy Be realistic – What resources? Get training – Do you know how to apply the tools? Define success – Can you agree on measurement? Make your team approachable Business Clarify Brand Extend Marketing Tools 21 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 20. Where does social media go? Business Clarify Brand Extend Marketing Tools Marketing Build an internal Social Media x-department Product team Sales Dev. Human Customer Resources Service Social Social Social Media Media Media 22 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 21. Social Media Policy • Create at least 2 policies – Employee boundaries and limits – Operational - based on job role • Determine opportunities to leverage employees as ambassadors and provide guidance for them. • Support your employees and let them know your corporate boundaries. • Provide the right info, to the right people ,at the right time. • Provide hyperlinks in all policies to all relevant documents and relevant contacts. http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-lines/ http://www.itbusinessedge.com/cm/docs/DOC-1257 Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
  • 22. Now your ready to select tools Micro Easier adoption Blogging for SMB Social Networks Social Bookmarking Video /Photo Sharing Social Directory Search RSS Feeds Blogging / Forums / Content Generation Website as your home base Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office 24 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 23. What’s the ROI on social media? “What’s the ROI for putting on your pants every morning? But it’s still important to you business.” Scott Monty, Digital Communications Manager, Ford
  • 24. What does success look like? Reach Engagement and Influence • Traffic – visitors and views •Sentiment – reviews and comments • Interaction – volume of •Brand affinity – sharing and comments evangelism • Trust – Incoming links •Search Marketing - # of calls using trackable phone #’s •Commenter authority and influence Action and insight •Time spent •Retention – connections, clients, etc • Sales - conversion •Favorites, Friends, Fans, • New business Connections • Customer engagement •Viral forwards satisfaction and loyalty – sharing, •Downloads evangelism • Marketing efficiency Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
  • 25. Tools for measuring • Techrigy • Scoutlabs • Radian6 • Networked Insights • Xeesm • Sysmos © Copyright 2009 Wendy Soucie 27 Consulting LLC - All Rights Reserved
  • 26. Xeesm/Flights!™ Social Relationship Mgmt • Tracking engagements • Setting milestones • Following a process • Showing progress • Seeing results 29 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 27. 30 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 28. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 31
  • 29. Social Media Profiles Its about people © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 32
  • 30. Establishing a Profile on the Internet • CONSISTENCY IS IMPORTANT More than your picture and name Needs to evolve over time with your network Time is of essence – because you can’t establish a profile when you need it. 33 Photo credit Amy Lynn Schereck © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  • 31. Profile Tips • Image – brand you • Look and feel – Website, Twitter, Facebook etc. show your brand. • Link back to key sites – website, blog, social media link • Profile name – customize (consider where appropriate personal and Brand profile • Claim profile in all places – www.knowem.com or www.checkname.com • Be complete Photo credit Amy Lynn Schereck
  • 32. Extend your brand 35 © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 33. Know the audience and touchpoints 36 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  • 34. Stay Visible. • Completeness • Content • Context • Applications • Network • Activity level 37 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  • 35. Facebook Insights
  • 36. LinkedIn Profile 39 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  • 37. Twitter Profile 40 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  • 38. 41 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  • 39. Social Media Examples © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 42
  • 40. ProjectGirl.org • OBJECTIVE: – Drive youth to Website – Vote on “Best Nonprofit” • STRATEGIES: – Get known quickly – Give youth reasons to participate – Be visible to adults B2C& B2B © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 43
  • 41. ProjectGirl.org - Tactics Email Campaign Registration & Drive Votes Group Page & Profile © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 44
  • 42. Mayo Clinic • OBJECTIVE: – Engage with patients – create mainstream content – in-depth content for patients and customers – educate to demonstrate relevance • STRATEGIES: – Top down, start small B2C – Use available content – Branch to larger syndication © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 45
  • 43. Mayo Clinic - Tactics Drive Traffic & Network Value © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 46
  • 44. Louis E. Page Fencing • OBJECTIVE: – Generate awareness – Drive traffic to website • STRATEGIES: – Listen – Participate – Entertain and inform – Add knowledge B 2 C & B2B © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 47
  • 45. Louis E. Page - Tactics Drive Traffic & Network Value • FUTURE: Youtube © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 48
  • 46. 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 49 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 47. 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 50 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 48. What social media sites are you on? http://www.youtube.com/watch?v=NhPgUcjGQAw (short version) © Copyright 2009 Wendy Soucie 51 Consulting LLC - All Rights Reserved