Manage and Maximize Your Professional Presence Online InBusiness Madison Business Expo

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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.

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Manage and Maximize Your Professional Presence Online InBusiness Madison Business Expo

  1. 1. 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.  
  2. 2. “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  
  3. 3. Search  For  Your  Online  Brand  !  Brand  You  !  Company  Brand  !  Product  Brand   4  
  4. 4. 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  
  5. 5. What  is  found  in  your  video  or  image  search  
  6. 6. Website FaceBook Flickr Google+ 7  
  7. 7. RecommendaCon  Chain   8  
  8. 8. h_p://540seo.com/are-­‐online-­‐reviews...-­‐your-­‐business  
  9. 9. Change  Your  Thinking!   !  78%  trust   recommendaCons   from  social  graph   !  90%  of  B2B  buyers   trust  peer  reviews    10  
  10. 10. ORM:  Paint  Your  Own  Picture     ! Aligning  business  goals  &     objecCves     !  Get  found   !  Have  content  to  share   !  Be  serious  about  listening   and  engaging   !  Measure  success   11  
  11. 11. 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  
  12. 12. 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  
  13. 13.   Goals  for  your  personal  brand?  •  Build  professional  network  •  Create  buzz  •  Trusted  resource  •  Promote  yourself  •  Grow  revenue   Establish prominence for yourself because itmakes you a little more valuable. - Scott Monty, Ford Motor Company
  14. 14. 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  
  15. 15. Influencer  IdenCficaCon  16  
  16. 16. 17   Source:  Neicole  Crepeau  
  17. 17. 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  
  18. 18. 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  
  19. 19. Network  Building  Process   Business   Profiles   Network   Contribute   ParCcipate   ApplicaCons   20  
  20. 20. 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  
  21. 21. 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  
  22. 22. Example  Profile  Names  
  23. 23. 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  
  24. 24. Headlines,  SubCtles,  Summaries  25  
  25. 25. Twi_er  Profile    
  26. 26. 28  
  27. 27. 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  
  28. 28. NCP  Model  -­‐  Networking   •  Network  size  does  ma_er      31   31
  29. 29. 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  
  30. 30. LinkedIn  
  31. 31. 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  
  32. 32. What  is  the  content  of  value  you  have  to  share?   36    ContribuSon   36
  33. 33. Cross  Pollinate  Your  media  –  Blogs  –  Podcasts  –  Videos    –  Photos    –  Ebooks  –  PDFs  –  Slideshows  –  PresentaCons  –  News  releases  –  Event  Directory  lisCngs   Wordle.net   37  
  34. 34. What  to  Publish  and  Share    
  35. 35. 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  
  36. 36. ParCcipaCon  is  the  Social  Capital  
  37. 37.  ParCcipaCon  •  Feedback  or  consumpCon  is   MOST  important.     –  Comments   –  ReacCon   –  AcCon   –  Evangelism   41  
  38. 38. 43  
  39. 39. Social  engagement  -­‐   the  right  way   Measure  and   track  success   44  
  40. 40. Track  –  Twi_ergrader  
  41. 41. FaceBook    
  42. 42. 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  
  43. 43. Avoiding  Bad  Reviews  h_p://540seo.com/are-­‐online-­‐reviews...-­‐your-­‐business  
  44. 44. 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  
  45. 45. 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  
  46. 46. Your  QuesCons?  
  47. 47. 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  
  48. 48. 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  

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