The document outlines strategies for selecting social media tools, focusing on assessing goals, identifying channels, and engaging audiences, specifically for B2B manufacturing and professional services. It includes examples of successful social media tactics from companies like Zappos and Mayo Clinic, highlighting the importance of listening, participating, and utilizing content to drive engagement. Various assessment tools and methodologies are also discussed to help businesses understand their social media presence and influence.

1. Social Media
Social Media
Tool Selection Strategies
Tool Selection Strategies
AAF Madison, March 15, 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. Reality
"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
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3. How to get started
How to get started
Assess
Identify
Apply
Goals &
Model
Objectives
Measure Develop
& Track Strategy
Select Identify
Channels ways to
& Tools
l engage
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

4. Know where to start
Know where to start
Avalanche!
4
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

5. Use methodology to find where
Use methodology to find where
• Social Media Academy Four Quadrant
Social Media Academy Four Quadrant
Methodology
• Analyze and understand your market from a
Analyze and understand your market from a
social point of view
‐ Customer landscape
‐ Brand analysis
‐PPartner and alliance analysis
d lli l i
‐ Competition analysis
Social Media Academy
l d d
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6. Four Quadrant Assessment
Four Quadrant Assessment
Social Ecosystem
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7. Free & Paid Assessment Tools
Free & Paid Assessment Tools
Technorati search BackType
Itunes search Addictomatic
Compete.com
Compete com Techrigy
TweetDeck Search Scout Labs
Search.Twitter.com
S h T itt
Trendrr
Google
l
List of 26 tools http://www.socialmediatoday.com/SMC/155299
http://www.dreamgrow.com/46‐free‐social‐media‐monitoring‐tools/
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© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

8. Where to start – Citrix Online
• 77 Citrix Groups
• 3 GTM Groups
• 12,729 bookmarks • Most notable – GTM Sucks
• 152 affiliated groups
Blog
• Citri has 20 groups on t itter
Citrix r s n 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
• 2,770 results
• Unauthorized group has
• 609,000 groups • 6,906 results
97 members
• Lots of job groups
http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐social‐media‐academy‐alumni/
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© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

9. Assessment Identifies Influencers
Assessment Identifies Influencers
FaceBook
Blogs
Yahoo,
YouTube Delicious,
other niche
sites
Twitter
LinkedIn
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10. 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 312 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
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11. Look for Challenges & Topics
Look for Challenges & Topics
Sentiment
Positive/negative
Trends
d
Issues
Conversation threads
Ultimately you are looking for people
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12. Goal Strategy
Clarify – How are going to achieve an objective?
Build social – What element of plan extends into social
Build social What element of plan extends into social
and brand?
Learn from others – Is it tailored to your situation?
Be realistic – What resources?
Get training – Do you know how to apply the tools?
Define success – Can you agree on measurement?
y g
Business Clarify Brand Extend Marketing Tools
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13. Tool Hierarchy
Tool Hierarchy
Micro Easier adoption
Blogging
Bl i for SMB
for SMB
Social
Networks
Social
Bookmarking
Social Directory Search
S i l Di S h
RSS Feeds
Blogging /Content Generation
John Jantsch, Duct Tape Marketing, Microsoft Live Office
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© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

14. Examples Tool Selection
Examples Tool Selection
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15. Zappos
• OBJECTIVE K
OBJECTIVE: Keep company profile
fil
high; humanize people behind the
shoes and brand
shoes and brand
• STRATEGIES: Listen create evangelists
STRATEGIES: Listen, create evangelists,
learn, participate, deliver service,
empower
p
B 2 C
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16. Zappos‐ Tactics
Zappos Tactics
Drive
ecommerce
d
and
humanize
company
16
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17. Mayo Clinic
Mayo Clinic
• OBJECTIVE: Engage with patients,
OBJECTIVE: Engage with patients,
create mainstream content, in‐depth
content for patients and customers,
educate to demonstrate relevance
• STRATEGIES: Top down, start small,
use available content, branch to
larger radio/online/TV syndication
l d / l / d
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18. Mayo Clinic ‐ Tactics
Mayo Clinic Tactics
Drive
Traffic &
Traffic &
Network
Value
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19. Louis E. Page Fencing
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 19

20. Louis E. Page ‐ Tactics
Louis E. Page Tactics
Drive
Traffic &
Network
Network
Value
• FUTURE: Slideshare, Youtube
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21. Manufacturer Technical Product
Manufacturer – Technical Product
• OBJECTIVE: Get found, grow
marketshare, network in –
k h ki
military and medical
instruments, face to face
instruments face to face
meetings
• STRATEGIES: Listen, add
knowledge, focus product
g p
development area
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22. Manufacturer (confidential) ‐ Tactics
Manufacturer (confidential) Tactics
•Medical Device /
Instruments
•Electronic
Communications
Target
Niche &
Drive
phone calls
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 22

23. Q & A
Q&A
© Copyright 2009 Wendy Soucie
23
Consulting LLC ‐ All Rights Reserved

24. Resources
• Books
– 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
• Blogs
– LinkedIn ‐ http://blog.linkedin.com
– Integrated Alliances http://www.integratedalliances.com/blog
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
g p // g
• Slide Presentations
– http://www.slideshare.net/wsoucie
• YouTube Channel
– http://www.youtube.com/user/wendysoucie
// / /
• Social Media Assessment – Citrix Go to Meeting/Webex
– http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐social‐media‐academy‐
alumni/
• Photo credits – Istockphoto.com and Wendy Soucie

25. We provide:
Technical Product Expertise
Manufacturing experience
f i i
Social media assessments
Marketing best practices
g p
Thought leadership strategies
Social media building blocks
Training on tools and strategy
on tools and strategy
Implementation help and coaching
Network . Contribute . Participate
Network Contribute Participate
© Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 25

26. Need more info about me?
Engage with your customers.
Enter the conversation.
Engage with me.
Wendy Soucie
Social web links:
Social web links:
http://xeesm.com/wendysoucie
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© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

27. Strategic Alliances
• Wendy Soucie Consulting
– www.wendysoucie.com
d i
• Founder/Principal
• Integrated Alliances
• Regional Executive Director – WI
• End Result Marketing
– www endresultmarketing com
www.endresultmarketing.com
• Social Media Strategist
• Social Media Academy
• Certified Social Media Consultant
Certified Social Media Consultant
• Founding Gold Member and Alumni
• Black Diamond Consultant
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© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved