www.wendysoucie.com - Presentation given on 10/19/2011 at the In Business Madison Business Expo held at the Alliant Energy Center. Wendy Soucie is a certified social media strategist providing consulting services to business, organizations and individuals.

2. InBusiness
Expo
Oct.
19,
2011
|
Madison,
Wi
! B2B
Experience
–
professional
services,
manufacturing,
engineering,
architecture,
accounCng,
IT
consulCng
service
firms.
! Unique
focus
-­‐
technical
products
(Lead
GeneraCon,
Sales,
MarkeCng,
Product
Development)
! 25
years
+
experience
! Based
in
the
Midwest
with
naConal
reach.

3. “If
you
lose
money
for
the
firm
based
on
bad
decisions,
I
will
be
understanding.
If
you
lose
reputa;on
for
the
firm,
I
will
be
ruthless.”
Warren
Buffet

4. Search
For
Your
Online
Brand
! Brand
You
! Company
Brand
! Product
Brand
4

5. 105
–
4/09
Website
30,500
–
2/11
135,000
9/11
167,000
10/11
Twitter
LinkedIn
Directories
and Social MulCmedia
Address
Books
Podcast
Facebook
5

6. What
is
found
in
your
video
or
image
search

7. Website
FaceBook
Flickr
Google+
7

8. RecommendaCon
Chain
8

9. h_p://540seo.com/are-­‐online-­‐reviews...-­‐your-­‐business

10. Change
Your
Thinking!
! 78%
trust
recommendaCons
from
social
graph
! 90%
of
B2B
buyers
trust
peer
reviews
10

11. ORM:
Paint
Your
Own
Picture
! Aligning
business
goals
&
objecCves
! Get
found
! Have
content
to
share
! Be
serious
about
listening
and
engaging
! Measure
success
11

12. Build
a
Social
Media
Business
Strategy
Goal
(Business
Goal)
16,000
i
Strategy
(Aligned
with
Goals)
Tools
(Selected
to
fulfill
strategy)
12
©
Copyright
2003-­‐2010
-­‐
Wendy
Soucie
ConsulCng
LLC
All
Rights
Reserved

13. Social
Media
MarkeCng
Framework
Monitor
the
market
conversaCon
IdenCfy
and
Understand
the
impact
Measure,
engage
the
influencers
Rinse,
Repeat
Empower
Maximize
consumer
digital
asset
advocates
distribuCon
Source:
IBM
Sales
Teams
and
the
Business
Value
of
Social
Soiware
2008

14.
Goals
for
your
personal
brand?
• Build
professional
network
• Create
buzz
• Trusted
resource
• Promote
yourself
• Grow
revenue
Establish prominence for yourself because it
makes you a little more valuable.
- Scott Monty, Ford Motor Company

15. Monitor
the
Market
ConversaCon
Analyze
and
understand
your
market
from
a
social
point
of
view
! Do
an
audit
of
your
ecosystem
! Monitor
-­‐
Customer
-­‐
Brand
or
products
-­‐
Partner
or
vendors
SocialMedia-­‐Academy.com
-­‐
CompeCCon
15
©
Copyright
2009
Wendy
Soucie
ConsulCng
LLC
-­‐
All
Rights
Reserved

16. Influencer
IdenCficaCon
16

17. 17
Source:
Neicole
Crepeau

18. Define
Monitoring
Process
! Listen
to
the
ecosystem
– Google
Alerts
to
start
– Build
a
search
on
Twi_er
• Search.twi_er.com
• Summize.com
– Blogs
use
TechnoraCc
– MulCmedia
–
Alltheweb.com
h_p://searchenginewatch.com/arCcle/2066693/MulCmedia-­‐SearchEngines-­‐Image-­‐Audio-­‐Video-­‐
Searching
Paid
tools
are
more
robust
18
©
Copyright
2009
Wendy
Soucie
ConsulCng
LLC
-­‐
All
Rights
Reserved

19. A
Process
For
Ecosystem
Building
! Network
! Contribute
! ParCcipaCon
SocialMedia-­‐Academy.com
• Track
so
you
can
begin
to
measure
ROI
and
social
capital
value
19
©
Copyright
2009
Wendy
Soucie
ConsulCng
LLC
-­‐
All
Rights
Reserved
19

20. Network
Building
Process
Business
Profiles
Network
Contribute
ParCcipate
ApplicaCons
20

21. Establishing
a
profile
I
already
have
a
profile
-­‐
so
what
do
I
do
now?
21
©
Copyright
2009
Wendy
Soucie
ConsulCng
LLC
-­‐
All
Rights
21
Reserved

22. Establishing
a
profile
The
profile
is
more
than
your
picture
and
name
Ø Consistency
of
brand
message
Ø Claim
profile
name
in
all
places
(www.knowem.com)
Ø Keyword
–
market
phrase
focused
Tip:
Build
it
in
a
separate
word
document
22
22

23. Example
Profile
Names

24. Key
a_ributes
of
any
profile
! Image
–
headshot
of
just
you
! Look
and
feel
–
Website,
Twi_er,
Virtual
CV,
Slideshare
! Link
back
to
key
sites
–
website,
blog,
social
media
link
(www.xeesm.com)
! Profile
name
–
Use
your
real
name.
Know
the
difference
between
personal
profile/company
brand
profile
24

25. Headlines,
SubCtles,
Summaries
25

27. Twi_er
Profile

28. 28

30. Get
Facebook
&
Google
together
• Step
One:
Clean
Up
Your
Profile
• Step
Two:
Change
Your
Privacy
SeEngs
to
Public
• Step
Three:
Use
Your
Actual
Name
• Step
Four:
Don’t
Forget
Your
Vanity
URL
–
facebook.com/wendy.soucie
• Step
Five:
Links!
• Wendy
Soucie
on
Facebook“
would
be
a
good
link
but
“Wendy
Soucie
on
Facebook
“
would
not).
• Add
the
properly
worded
link
to
other
social
profiles

31. NCP
Model
-­‐
Networking
• Network
size
does
ma_er
31
31

32. Goals
determine
size
of
network
• Sales
and
markeCng
– Large
and
diverse
• Customer
Service
–
broad
• C-­‐Level
-­‐
possible
selecCve
at
C-­‐level
• HR
–
large
at
the
recruiCng
level,
select
at
the
execuCve
level
• Product
Manager
–
broad/
large
or
small
• Engineering
/
Manufacturing
-­‐
SelecCve
32

33. LinkedIn

34. Where
to
Monitor
FREE
Paid
• Google
Alerts
–
google.com/ •
Radian6
-­‐
/month
+
alerts
•
Alterian
$500/month,
• Yahoo
Alerts
–
ScoutLabs
–
starCng
$250/
alerts.yahoo.com
month
(Free
version)
• RSS
feed
subscripCons
to
BrandsEye
–
StarCng
at
$1
search
results:
USD/month
• TechnoraC,
Feedster,
Naymz
–
Premium
service
is
Yahoo
&
Google
News,
$9.95
USD/month
BlogPulse,
LinkedIn
ReputaConDefender’s
• Social
Media
via
tags
MyReputaCon
–
$14.95
USD/
•
tagbulb.com,
month
tagfetch.com,
keotag.com
Trackur
–
StarCng
at
$18
USD/
month

36. What
is
the
content
of
value
you
have
to
share?
36
ContribuSon
36

37. Cross
Pollinate
Your
media
– Blogs
– Podcasts
– Videos
– Photos
– Ebooks
– PDFs
– Slideshows
– PresentaCons
– News
releases
– Event
Directory
lisCngs
Wordle.net
37

38. What
to
Publish
and
Share

39. Use
ExisCng
Digital
Material
– Emails
>
blog
posts
– Forum
posts
>
blog
posts
– Blog
posts
>
presentaCons
– PresentaCons
>
blogs
– Event
video
>
blog
post
– Interview
clients
>
blog
– Company
info
>
public
reports
– Company
info
>
presentaCons

40. ParCcipaCon
is
the
Social
Capital

41. ParCcipaCon
• Feedback
or
consumpCon
is
MOST
important.
– Comments
– ReacCon
– AcCon
– Evangelism
41

43. 43

44. Social
engagement
-­‐
the
right
way
Measure
and
track
success
44

45. Track
–
Twi_ergrader

46. FaceBook

50. When
things
go
wrong
If
you
find
a
negaCve
situaCon:
! Research
–
what
is
the
truth
! If
not,
provide
the
facts
and
ask
for
correcCons
! If
yes,
then
offer
to
discuss
! Be
ready
to
respond
with
your
own
blog
! Be
honest,
be
transparent
and
LISTEN

51. Avoiding
Bad
Reviews
h_p://540seo.com/are-­‐online-­‐reviews...-­‐your-­‐business

52. Personal
Brand
Strategy
• Clarify
–
How
are
going
to
achieve
an
objecCve?
• Build
social
–
What
element
of
plan
extends
into
social
and
how
will
you
brand
it?
• Learn
from
others
–
Is
it
tailored
to
your
situaCon?
• Be
realisCc
–
What
resources?
• Get
training
–
Do
you
know
how
to
apply
the
tools?
• Sustainable
–
Only
take
on
what
you
can
sustain
long
term.
You
can
always
add
more.
• Define
success
–
Can
you
agree
on
measurement?
Business
Clarify
Brand
Extend
MarkeCng
Tools
©
Copyright
2009
Wendy
Soucie
52
ConsulCng
LLC
-­‐
All
Rights
Reserved

53. Make
yourself
a
plan
1. Make
sure
you
are
found
-­‐
search
opCmize
digital
assets
2. Manage
it
3. Humanize
your
brand
4. OpCmize
good
news
5. Respond
to
posiCve
and
negaCve
6. Amplify
and
create
evangelists
7. Track
and
measure

54. Your
QuesCons?

55. Wendy
Soucie
ConsulCng
provides:
! Social
media
assessments
! Social
media
strategy
! MarkeCng
best
pracCces
! Thought
leadership
strategies
! Training
on
tools
! ImplementaCon
help
and
coaching
! Manufacturing
experience
! Technical
Product
ExperCse
Social
web
links:
h_p://xeeME.com/wendysoucie
55
55

56. Partnerships
|
Strategic
Alliances
|
Joint
Venture
• Wendy
Soucie
ConsulCng
• Social
Business
ConsulCng
Group
(Sobizco)
• End
Result
MarkeCng
• Nurture
markeCng
and
research
• Social
Media
Academy
• CerCfied
Social
Media
Consultant
• Founding
Member,
Alumni,
Faculty
• Black
Diamond
Consultant
• XeeMe
–
Social
CRM
• Business
Partner
–
Wisconsin
• IA
CerCfied
LinkedIn
and
Social
Media
Trainer
• Images
from
IstockPhoto.com
&
WSC
• Find
me
at
h_p://XeeMe.com/wendysoucie
56