Contenu connexe Similaire à US Indoor Sports Association: Social media next steps (20) Plus de Wendy Soucie (20) US Indoor Sports Association: Social media next steps1. 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. Who is “Wendy Soucie?”
52,200
results to
choose from
Wendy Soucie
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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
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4. What questions do
you need answered?
4 © Copyright 2003-2009 Integrated Alliances LLC /Wendy Soucie Consulting LLC - All Rights Reserved
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
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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?
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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)
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9. Are you in the recommendation chain?
78% of consumers trust peer
opinion –
Only 14% trust advertising
10. /
It’s not about picking the tool…
www.flickr.com/ph
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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
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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
16. 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/
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17. 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/
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18. 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
20. 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.
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21. 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
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22. 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
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23. 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
24. 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
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25. 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
26. 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
27. Tools for measuring
• Techrigy
• Scoutlabs
• Radian6
• Networked
Insights
• Xeesm
• Sysmos
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29. Xeesm/Flights!™
Social Relationship Mgmt
• Tracking engagements
• Setting milestones
• Following a process
• Showing progress
• Seeing results
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33. 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.
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Photo credit Amy Lynn Schereck
© Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved
34. 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
36. Know the audience and
touchpoints
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37. Stay Visible.
• Completeness
• Content
• Context
• Applications
• Network
• Activity level
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39. LinkedIn Profile
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40. Twitter Profile
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41. 41
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43. 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
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44. ProjectGirl.org - Tactics
Email
Campaign
Registration
& Drive
Votes
Group
Page &
Profile
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45. 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
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46. Mayo Clinic - Tactics
Drive
Traffic &
Network
Value
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47. Louis E. Page Fencing
• OBJECTIVE:
– Generate awareness
– Drive traffic to website
• STRATEGIES:
– Listen
– Participate
– Entertain and inform
– Add knowledge
B 2 C & B2B
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48. Louis E. Page - Tactics
Drive
Traffic &
Network
Value
• FUTURE: Youtube
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49. 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
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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
50. 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
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51. What social media sites are you on?
http://www.youtube.com/watch?v=NhPgUcjGQAw
(short version)
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51
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