Wendy Soucie was the keynote presenter for Clifton Gunderson Technology Solutions sponsored program on The Art and Science of Social Media. The session covered the strategy and methodology of social business relationships and the technology that can help provide monitoring and tracking of our success.

1. The Art of Social Media
Clifton Gunderson Technology Solutions | June 1 & 2, 2011
25 years + experience
B2B Experience – Business development, sales and marketing,
Product Development
Manufacturing, engineering, architecture, accounting, IT,
pharmaceutical, financial service firms.
Unique focus - complex sales, channel empowerment, engineering,
scientific and technical products.
Based in the Midwest with national reach.
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2. 105 4/09
30,500 02/11
Website
Images and videos
LinkedIn
Directory Twitter
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3. More ways to connect to each
other
Source: HubSpot
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4. Website
Home for all info
Control
Search engine optimized
Approachable
Mobile
Landing pages
© Copyright 2010 - Wendy Soucie Consulting - All Rights Reserved
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5. http://unbounce.com/social-media/what-is-a-twitter-
landing-page/ © Copyright 2010 - Wendy Soucie Consulting - All Rights Reserved 5
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6. Blogs
What?
•Web logs (sites)
•Blogs allow for readers to engage with comments.
•Free and hosted sites
•Easy WYSIWYG editors for adding text, photo, video
1. Traditional ethics rules still apply online.
2. Assume everything you write online will become public.
3. Identify yourself as an employee if talking about your
company and indicate “its your opinion.”
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7. Why Blog?
51% read blogs monthly > 2014
(Technorati)
Companies with business blog attract
55% more website visits than non
blogging business (Hubspot)
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 7
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8. Need sample blogs from industry
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9. Mark Jen landed a dream job with Google Inc. in January.
He was fired less than a month later.
His infraction? He ran a Web log, where he freely
gabbed about his impressions of life at the Mountain
View, Calif.-based Internet search giant.
Source: Adage.com http://adage.com/article/digitalnext/social-
media-screw-ups-a-big-missteps/146314/
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 9
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10. Social Networking
What?
•On-line community with shared interests
•Profile is required to see or participate
•Networks can be small/large, social/business or all of
these
• Web-based interactions with text, presentation, video ,
or photos depending on site
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 10
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11. Putting social networking in
perspective
• Twitter is a cocktail party!
• Facebook is a neighborhood block party
• LinkedIn is your online Rotary club
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12. Twitter
A micro-blogging service
Users to send and read other users'
updates - “tweets and retweets.”
Tweets = text-based posts - 140
characters
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 12
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14. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 14
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15. LinkedIn
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Source: LinkedIn Image courtesy of Flickr, Nan Palmero.
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16. Business Networking - LinkedIn
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17. Originated: 2003/2004
Privately owned
Networks organized by city, workplace,
school, and region.
Businesses can have pages
1.7 M people in Wisconsin are on FB
© Copyright 2009 Wendy Soucie
Consulting LLC - All Rights Reserved 27
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18. Facebook User Engagement:
Source: Infographic, Onlineschools.org
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19. Social Networking - FaceBook
© Copyright 2009 Wendy Soucie
Consulting LLC - All Rights Reserved 19
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21. Facebook Gone Wrong
Hospital Will Fire Workers in Facebook Scandal – The allegations,
that dozens of employees may have violated patient confidentiality by
posting information on the social networking site caught the attention
of the state.
Connecticut superintendent out of job over Facebook comments
– A Connecticut school superintendent is out of a six-figure job
after getting into some Facebook trouble after comments he
made on his Facebook page.
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22. Three former PayPal
employees created
YouTube in February
2005.
A video sharing website
where users can upload,
view and share video clips.
2nd largest search engine
in the world
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23. For business as well
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25. 25
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26. Doing buying – in 2010 disconnect
The Business selling and beyond
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27. Sales and Marketing Finger Pointing
68% agree (USA) the buying process is changing faster than sales
organizations are responding.
48% say their companies are afraid of social media.
http://i228.photobucket.com/albums/ee269/doves629/off_6010_08.jpg
Source: Olgiviy One Social Selling Survey
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28. In the recommendation chain?
78% trust recommendations
from social graph
90% of B2b buyers trust peer
reviews
70% trust online reviews.
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29. SocialCRM
Ways Business is Changing
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30. 30
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31. A Process
Assess
Identify
Execute
Goals
NCP Develop
Model Strategy
Measure & Brand the
Track Message
Select Identify
Channels & Ways to Source: http://bit.ly/jCRp7S
Tools Engage
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32. Understand Your Audience
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33. Identify Influencers
FaceBook
Blogs
YouTube Yahoo,
Delicious,
other niche
Twitter sites
LinkedIn
Source: http://bit.ly/iAAXe7
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34. Social Media Business Strategy
Goal
16,000 ft Make it about your
business
Strategy
Answer the
questions
who, what,
where
Select the tools
that will match
Tools resources, time
and budget and
sustainability
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35. Balance goals with strategy
Be realistic
Make your team approachable
Get training
Define success
Business Brand Marketing
• Clarify • Extend • Tactics &
Objectives Message Tools
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36. Build a cross functional team
Include:
Product Development
Sales
Marketing
Customer Service
Human Resources
Legal
IT
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37. Extend Your Brand
Personal
Company
Business Brand Marketing
• Clarify • Extend • Tools
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38. Governance - Policy
Create at least 2 policies
– Employee boundaries/limits
– Operational / job role
– Start with your email policy
Consider IT systems internally
Source List: http://bit.ly/iGEMud
Chris Boudreaux Source: http://bit.ly/m9yNv9
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39. When, not if, things go wrong
24 hours is an eternity online
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40. Many organizations are looking for
the social media tool?
They are asking the wrong question
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41. Time, tools and tactics
Listening Participation
Generate Buzz Share Content
Social Networking Community building
30
23
15
8
0
Time
Source: Beth Kantar 41
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42. Consider resources before tools
Micro
blog
Easier adoption
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
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43. NCP Model - Networking
Network size does matter
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44. What is the
content of
value you have
to share?
Contribution
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45. Participation
Feedback or consumption is MOST
important.
– Reaction
– Action
– Evangelism
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46. Where is the ROI?
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48. 48
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49. What does success look like?
Reach
Engagement and
•
•
At the end of the day
Traffic
Interaction
Influence
•Sharing and evangelism
•
– it needs to make
Trust •Commenter authority and influence
•Retention – connections, clients, etc
Action and insight for the
money •Favorites, Friends, Fans,
Connections
•
•
company
Sales
Customer engagement
• Customer satisfaction and
loyalty
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Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
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51. Social Media Examples
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52. Matrix Product Development (B2B)
Email
Campaign
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53. Organic Valley (B2C)
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55. ProjectGirl.org (NonProfit)
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56. Your Questions?
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
Network . Contribute . Participate
Social web links: http://xeesm.com/wendysoucie
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57. Partnerships | Strategic Alliances | Joint Venture
• Wendy Soucie Consulting
• Social Business Consulting Group
(Sobizco)
• End Result Marketing
• Nurture marketing and research
• Social Media Academy
• Certified Social Media Consultant
• Founding Member, Alumni, Faculty
• Black Diamond Consultant
• Xeesm – Social CRM
• Business Partner – Wisconsin
• IA Certified LinkedIn and Social Media
Trainer
• Images from IstockPhoto.com & WSC
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