Your SlideShare is downloading. ×
0
Understanding Social Media:
        Next Steps

         US Indoor Sports Facility Managers Conference
                   ...
Who is “Wendy Soucie?”
52,200
results to
choose from




                         Wendy Soucie

                          ...
In this presentation…

  Understand why business goals and a social
 media strategy is important

   Considerations for a ...
What questions do
    you need answered?


4   © Copyright 2003-2009 Integrated Alliances LLC /Wendy Soucie Consulting LLC...
Social Media Landscape
Social media landscape
34% of bloggers post opinions of products and
brands.

 If Facebook were a country it would be the ...
Those who engaged

• How could companies like Zappos,
  WholeFoods, Cisco, JetBlue, Dell, IBM and
  many others thrive in ...
3 Thoughts on social media

• It is vital to remember how quickly even
  a single update can go viral in social
  media. (...
Are you in the recommendation chain?

  78% of consumers trust peer
  opinion –
  Only 14% trust advertising
/
    It’s not about picking the tool…




                                                                        www.fli...
3 common social media mistakes
     Not answering the question of “why”

     Using social media as free advertising

    ...
The right way to get started.
                                                              Assess/Listen



             ...
Four Quadrant Assessment
Technographics
Assessment Identifies Influencers

               FaceBook
                                                               ...
Free Listening Tools
         Technorati Search                                                Google Alerts
         Comp...
A brand’s social media strategy

"If I tell my Facebook friends about your
  brand, it’s not because I like your brand,
  ...
What business owners need to do
                 Take a strategic approach



Business                                    ...
Goal Strategy

      Be realistic – What resources?
      Get training – Do you know how to apply the tools?
      Define ...
Where does social media go?
Business   Clarify        Brand   Extend   Marketing   Tools




                             ...
Social Media Policy
                               • Create at least 2 policies
                                     – Emp...
Now your ready to select tools
                                                     Micro                                 ...
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...
What does success look like?
Reach                                                                Engagement and Influence...
Tools for measuring

• Techrigy
• Scoutlabs
• Radian6
• Networked
Insights
• Xeesm
• Sysmos



               © Copyright ...
Xeesm/Flights!™
Social Relationship Mgmt
• Tracking engagements
• Setting milestones
• Following a process
• Showing progr...
30
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   31
Social Media Profiles
Its about people




© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   32
Establishing a Profile on the Internet
     • CONSISTENCY IS
       IMPORTANT
        More than your picture
        and n...
Profile Tips
• Image – brand you
• Look and feel – Website,
  Twitter, Facebook etc. show
  your brand.
• Link back to key...
Extend your brand




35
     © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved
Know the audience and
     touchpoints




36
       © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consult...
Stay Visible.

     •   Completeness
     •   Content
     •   Context
     •   Applications
     •   Network
     •   Act...
Facebook Insights
LinkedIn Profile




39

     © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Re...
Twitter Profile




40
     © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Rese...
41
     © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
Social Media Examples




© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved   42
ProjectGirl.org
• OBJECTIVE:
  – Drive youth to Website
  – Vote on “Best Nonprofit”


• STRATEGIES:
  – Get known quickly...
ProjectGirl.org - Tactics


                                                                     Email
                   ...
Mayo Clinic
• OBJECTIVE:
  – Engage with patients
  – create mainstream content
  – in-depth content for patients and
    ...
Mayo Clinic - Tactics




                                 Drive
                               Traffic &
                ...
Louis E. Page Fencing
• OBJECTIVE:
  – Generate awareness
  – Drive traffic to website


• STRATEGIES:
  –   Listen
  –   ...
Louis E. Page - Tactics



                                          Drive
                                        Traffic...
Strategic Alliances
          • Wendy Soucie Consulting
                 – www.wendysoucie.com
                        • F...
We provide:
          Technical Product Expertise
          Manufacturing experience
          Social media assessments
  ...
What social media sites are you on?


       http://www.youtube.com/watch?v=NhPgUcjGQAw




(short version)
              ...
US Indoor Sports Association: Social media next steps
US Indoor Sports Association: Social media next steps
US Indoor Sports Association: Social media next steps
Upcoming SlideShare
Loading in...5
×

US Indoor Sports Association: Social media next steps

2,116

Published on

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

Published in: Business
2 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total Views
2,116
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
33
Comments
2
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "US Indoor Sports Association: Social media next steps"

  1. 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. 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. 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. 4. What questions do you need answered? 4 © Copyright 2003-2009 Integrated Alliances LLC /Wendy Soucie Consulting LLC - All Rights Reserved
  5. 5. Social Media Landscape
  6. 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. 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. 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. 9. Are you in the recommendation chain? 78% of consumers trust peer opinion – Only 14% trust advertising
  10. 10. / It’s not about picking the tool… www.flickr.com/ph 10 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  11. 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. 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. 13. Four Quadrant Assessment
  14. 14. Technographics
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. Tools for measuring • Techrigy • Scoutlabs • Radian6 • Networked Insights • Xeesm • Sysmos © Copyright 2009 Wendy Soucie 27 Consulting LLC - All Rights Reserved
  26. 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. 27. 30 © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
  28. 28. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 31
  29. 29. Social Media Profiles Its about people © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 32
  30. 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. 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. 32. Extend your brand 35 © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved
  33. 33. Know the audience and touchpoints 36 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  34. 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. 35. Facebook Insights
  36. 36. LinkedIn Profile 39 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  37. 37. Twitter Profile 40 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  38. 38. 41 © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
  39. 39. Social Media Examples © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 42
  40. 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. 41. ProjectGirl.org - Tactics Email Campaign Registration & Drive Votes Group Page & Profile © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 44
  42. 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. 43. Mayo Clinic - Tactics Drive Traffic & Network Value © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 46
  44. 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. 45. Louis E. Page - Tactics Drive Traffic & Network Value • FUTURE: Youtube © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 48
  46. 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. 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. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×