US Indoor Sports Association: Social media next steps
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Transcript of US Indoor Sports Association: Social media next steps
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Understanding Social Media:Next Steps
US Indoor Sports Facility Managers Conference
June 19, 2010Unique 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
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Who is “Wendy Soucie?”
© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved2
Wendy Soucie
52,200 results to choose from
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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
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 3
Slides at http://slideshare.net/wsoucie
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What questions do
you need answered?
© Copyright 2003-2009 Integrated Alliances LLC /Wendy Soucie Consulting LLC - All Rights Reserved4
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Social Media Landscape
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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
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved6
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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?
7© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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3 Thoughts on social media
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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• 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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Are you in the recommendation chain?
78% of consumers trust peer opinion –Only 14% trust advertising
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It’s not about picking the tool…
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www.flickr.com/ph
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3 common social media mistakes
There’s a better way
Not answering the question of “why”
Using social media as free advertising
Asking the first available person to do “something”
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Assess/Listen
Identify Goals &
Objectives
Develop Strategy
Identify ways to engage
Select Channels &
Tools
Measure & Track
Apply Model
The right way to get started.
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
SocialMedia-academy.com/methodologies/htm
Know why and where before you start
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Four Quadrant Assessment
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Technographics
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Assessment Identifies Influencers
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Blogs
Yahoo, Delicious,
other niche sites
YouTube
http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/
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Free Listening Tools
Technorati Search
Compete.com
TweetDeck Search
Search.Twitter.com
Trendrr
Addictomatic
Socialmention
Xeesm
Google Alerts
Google Reader
Google Analytics
Google Keyword
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List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
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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
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What business owners need to do
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Clarify Business Goals
ExtendBrand TacticBuild Strategy
Tools:AdvertisingPublic relationsDirect mailSocial media, etc.
Take a strategic approach
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Goal Strategy
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Clarify Business ExtendBrand ToolsMarketing
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
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Where does social media go?
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Marketing
Sales
Social Media
Product Dev.
Social Media
Human Resources
Social Media
Customer Service
Social Media
Clarify Business ExtendBrand ToolsMarketing
Build an internal x-department team
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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-1257Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
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Now your ready to select tools
Micro
Blogging
Social Networks
Social Bookmarking
Video /Photo Sharing
Social Directory Search
RSS Feeds
Blogging / Forums / Content Generation
Website as your home base
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Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office
Easier adoption for SMB
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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
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What does success look like?
Reach• Traffic – visitors and views
• Interaction – volume of comments
• Trust – Incoming links
Action and insight
• Sales - conversion
• New business
• Customer engagement satisfaction and loyalty – sharing, evangelism
• Marketing efficiency
Engagement and Influence
•Sentiment – reviews and comments•Brand affinity – sharing and evangelism•Search Marketing - # of calls using trackable phone #’s•Commenter authority and influence•Time spent•Retention – connections, clients, etc•Favorites, Friends, Fans, Connections•Viral forwards•Downloads
Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
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Tools for measuring
• Techrigy
• Scoutlabs
• Radian6
• Networked
Insights
• Xeesm
• Sysmos
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Xeesm/Flights!™
Social Relationship Mgmt
• Tracking engagements
• Setting milestones
• Following a process
• Showing progress
• Seeing results
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Social Media Profiles
Its about people
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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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33Photo credit Amy Lynn Schereck
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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
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Extend your brand
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Know the audience and touchpoints
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Stay Visible.
• Completeness
• Content
• Context
• Applications
• Network
• Activity level
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Facebook Insights
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LinkedIn Profile
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Twitter Profile
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Social Media Examples
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ProjectGirl.org• OBJECTIVE:
– Drive youth to Website
– Vote on “Best Nonprofit”
• STRATEGIES:
– Get known quickly
– Give youth reasons to participate
– Be visible to adults
43© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
B 2 C & B2B
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Registration & Drive Votes
ProjectGirl.org - Tactics
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Email Campaign
Group
Page & Profile
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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
– Use available content
– Branch to larger syndication
45© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
B 2 C
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Mayo Clinic - Tactics
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Drive Traffic & Network
Value
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Louis E. Page Fencing
• OBJECTIVE:
– Generate awareness
– Drive traffic to website
• STRATEGIES:
– Listen
– Participate
– Entertain and inform
– Add knowledge
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B 2 C & B2B
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Drive Traffic & Network
Value
Louis E. Page - Tactics
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• FUTURE: Youtube
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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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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching
Network . Contribute . Participate© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Social web links: http://xeesm.com/wendysoucie
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(short version)
What social media sites are you on?
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
http://www.youtube.com/watch?v=NhPgUcjGQAw