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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.
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The Art of Social Media
Clifton Gunderson Technology Solutions | June 1 & 2, 201125 years + experience B2B Experience – Business development, sales and marketing,
Product DevelopmentManufacturing, 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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105 4/09 30,500 02/11
Website
TwitterDirectory
Images and videos
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More ways to connect to each other
Source: HubSpot
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© Copyright 2010 - Wendy Soucie Consulting - All Rights Reserved
Website
Home for all infoControlSearch engine optimizedApproachableMobileLanding pages
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© Copyright 2010 - Wendy Soucie Consulting - All Rights Reserved5
http://unbounce.com/social-media/what-is-a-twitter-landing-page/
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BlogsWhat?•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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Why Blog?51% read blogs monthly > 2014
(Technorati)Companies with business blog attract
55% more website visits than non blogging business (Hubspot)
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Need sample blogs from industry
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9© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Mark Jen landed a dream job with Google Inc. in January.
Source: Adage.com http://adage.com/article/digitalnext/social-media-screw-ups-a-big-missteps/146314/
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.
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10© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Social NetworkingWhat?•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
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11© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
TwitterA micro-blogging service Users to send and read other users' updates - “tweets and retweets.” Tweets = text-based posts - 140 characters
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14© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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15Source: LinkedIn Image courtesy of Flickr, Nan Palmero.
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16© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Business Networking - LinkedIn
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17© Copyright 2009 Wendy Soucie
Consulting LLC - All Rights Reserved
Originated: 2003/2004Privately owned Networks organized by city, workplace,
school, and region. Businesses can have pages1.7 M people in Wisconsin are on FB
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18© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Facebook User Engagement:
Source: Infographic, Onlineschools.org
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19© Copyright 2009 Wendy Soucie
Consulting LLC - All Rights Reserved
Social Networking - FaceBook
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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.
Facebook Gone Wrong
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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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
For business as well
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24© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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The buying – selling disconnect
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Doing Business in 2010 and beyond
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http://i228.photobucket.com/albums/ee269/doves629/off_6010_08.jpg
68% agree (USA) the buying process is changing faster than sales organizations are responding.
48% say their companies are afraid of social media.
Sales and Marketing Finger Pointing
Source: Olgiviy One Social Selling Survey
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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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SocialCRM
Ways Business is Changing29Tuesday, May 31, 2011
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Assess
Identify Goals
Develop Strategy
Brand the Message
Identify Ways to Engage
Select Channels &
Tools
Measure & Track
NCP Model
Execute
A Process
Source: http://bit.ly/jCRp7S
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Understand Your Audience
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Identify Influencers
Blogs
Yahoo, Delicious,
other niche sites
YouTube
Source: http://bit.ly/iAAXe7
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Social Media Business StrategyGoal
16,000 ft Make it about your business
StrategyAnswer the questions who, what, where
Tools
Select the tools that will match resources, time and budget and sustainability
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Balance goals with strategy
Business• Clarify Objectives
Brand• Extend Message
Marketing• Tactics & Tools
Be realistic Make your team approachableGet training Define success
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Build a cross functional team
Include: Product Development SalesMarketingCustomer ServiceHuman ResourcesLegalIT
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Extend Your Brand
Personal
Company
Business• Clarify
Brand• Extend
Marketing• Tools
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Governance - Policy
Create at least 2 policies– Employee boundaries/limits– Operational / job role– Start with your email policyConsider IT systems internally
Source List: http://bit.ly/iGEMudChris Boudreaux Source: http://bit.ly/m9yNv9
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When, not if, things go wrong
24 hours is an eternity online39Tuesday, May 31, 2011
They are asking the wrong question
Many organizations are looking for the social media tool?
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Source: Beth Kantar
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Time
Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building
Time, tools and tactics
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Micro blog
Social Networks
Social Bookmarking
Video /Photo Sharing
Social Directory Search
RSS Feeds
Blogging / Forums / Content Generation
Website as your home baseAdapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office
Easier adoption for SMB
Consider resources before tools
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Network size does matter
NCP Model - Networking
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Contribution
What is the content of value you have to share?
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Participation
Feedback or consumption is MOST important. –Reaction–Action– Evangelism
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Where is the ROI?
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What does success look like? Reach • Traffic• Interaction • Trust
Action and insight• Sales • Customer engagement• Customer satisfaction and
loyalty
Engagement and Influence•Sharing and evangelism
•Commenter authority and influence
•Retention – connections, clients, etc
•Favorites, Friends, Fans, Connections
Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
At the end of the day – it needs to make money for the company
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Social Media Examples
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Email Campaign
Matrix Product Development (B2B)
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Organic Valley (B2C)
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ProjectGirl.org (NonProfit)
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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching
Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie
Your Questions?
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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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