Using Social Media to Build Your Community
Tempo Madison and Business Forum ,
Madison WI May 21, 2010
Wendy Soucie25 years + experience
Certified social media consultant
Certified Integrated Alliances LinkedIn Trainer
Based in the Midwest with national reach.© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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Reality checkWhy social mediaSome general guidelinesLinkedIn FocusThree TipsCase StudyQ & A
Agenda
With the Internet comes a new reality
"The corporate homepage at Dell.com is not really the corporate homepage. The homepage today is Google.“
Bob Pearson, Dell's man in charge of social media strategy
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It took radio 38 years to reach 50 million users;
It took Facebook 2 years to reach 50 million users.
Traditional Messaging
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More ways to connect to each other
Source: HubSpot
Social Media: Why?
Brand – building awareness
Loyalty – improving the public’s knowledge -educating, sharing, expanding the experience for all
Advocacy – building and maintaining support
Mobilization – generating action
Fundraising – building donor and support base
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Reality Check• Facebook claims that 50% of active users log
into the site daily. That’s 175m users every 24 hours.
• Twitter now has 75m user accounts,
• LinkedIn has over 65m members worldwide.
• Flickr now hosts more than 4 billion images.
• Wikipedia currently has in excess of 14m articles
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Know where to start
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Avalanche!
Assess
Strategy
Action Plan
Select Tools
Apply Model
Measure
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A methodology to follow
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Do some searches
Google Search
Search within sites you are on
Search.Twitter.com
Technorati - blogs
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List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
Look for people
Social Media StrategyGoal – Members
16,000 ft
Strategy – reach out where they are
Tools
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If you’re going to jump off the edge…Use the NCP Model
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Network – invite and attract then focus on the nature of the network
Contribute – bring value to the ecosystem then develop trust
Participation – create reaction /action to your contribution then you have confirmation of success
You want others to participate in YOUR contribution. You want BUZZ
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Apply NCP Model
Social Media Academy NCP Model
Grow your network
Its about people and connections.
… but you need to sign on!
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Tip #1: Your profile
Use a headshot of just you (real picture)Complete the profile – picture, bio, linkDecide where “home” is. Primary email should be a gmail or yahoo accountUse your real and complete name –Add under hobbies or interest: Tempo, Tempo Madison, Tempo International, mentoring, philanthropy, women’s organization
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How to behave on social media
Talk about ideas or others 80% of the timeShare links, say thank you, send congrats, share best practices, listen, engage. What you do in person to help another you can do on social media.
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Don’t (s)
Don’t say things you wouldn’t say to grandma, spouse, mother, boss, friend or enemy.
Don’t put it on the Internet if it should be private.
Don’t share all three pieces of info –birthday, address, SS# - Be cautious of identity theft.
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Where should our focus be?
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Blogs: 15% spend 10+ hrs/week
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Twitter : News generator and source
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• Just 11% of users on Twitter are teenagers.
Facebook:3rd most visited site
• 1.7 M people in Wisconsin are on FB
• 332,240 FB users in Madison (more than the population)
– Over 90% are 18+
– 35% are 35+
– 15% are over 50+
– 139% growth in
Females overall
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YouTube: 4th most visited website in U.S.
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LinkedIn: 700K businesses, All Fortune 500
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LinkedIn: Possible goals and objectives
Extend geographic reach
Share good deeds
Manage reputation
Discover connections
Grow membership
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LinkedIn: BrandingPersonal– Over 7000 characters in
profile
– Applications enhance portfolio
Company
– Company message standardized
– Collects past/current employees
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How does LinkedIn work?
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NCP Model - LinkedIn
Determine Business Goals
First
Profiles Network Search CommunicateBusiness
Applications
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STEP 1 Your LinkedIn Profile
The Profile Is:Your Identity on LinkedIn
Your personal brand
MARKETING-ORIENTED, Focused on
KEYWORDS that attract others
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Before you connect…complete
You wouldn’t walk into a meeting in your swim
suit… don’t network without a complete profile.
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Header/Headline
Your Sound bite
– 120 characters avail.
– Use advanced search
– Look for others
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Public Profile Top Area
Summary of information
Website(s)
Create a Personalized Public Profile URL
http://www.linkedin.com/in/michaelpatrick
Find people with common interests
Find business professional s who also share your interests
Tempo: 2,151
Philanthropy: 32,720 results
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Status /Network Update
• 140characters
• Update once/day
• Answer questions
• Make a change
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TIP #2: Update Ideas
• Link to recent blog articles (yours and others)• Link to a newsworthy web posting or news item• Provide a great “quote of the day”• Offer a brief piece of advice• Suggest a great YouTube video• Invite people to connect with you on Twitter/Facebook• Share an important announcement• A link to article in which YOU/Association were quoted• Update contacts on recent results and key activities• Share some of your volunteer/civic activities
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Applications on LinkedIn
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Add an application: Slideshare.net
• Create slide set for your brochure
• Add application to LinkedIn profile
• Note: if posting online, make sure watch copyrights
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Industry related and personal books
Specific to current client you are
approaching
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STEP 2 Building Your Network
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What size network?
• Why a big network?– More prospects
– More INBOUND calls
– More respect, sought after
• Why a smaller network?– Control communications
– Verify first tier connections
– Selectivity by position
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• Invite the members of Tempo
• Only invite people already on LinkedIn!
• Invite individuals
• Invite Small Groups of individuals
• Invite a LARGE Group – generic message
• Invite Super connected people
Build your LinkedIn network - Invite
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STEP 3 Searching
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Name (Re)searching
Before contacting someone…
• Do a little research
• Look them up by NAME
• Look up COMPANY NAME
• Follow a company
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STEP 4 Contacting Others
Tier 1
Tier 2
Tier 3
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How to contact someone
Tier 2 and Tier 3 (harder): Need email– Invitations – one invites another to connect– Introductions – A request to be introduced - 2’S only– InMails – Contact anyone directly (Business Accounts)
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STEP 5 Business Applications
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For the Channel People…
Sales Prospecting
Marketing - Online
Business Partnerships
Executive Networking
Staffing and Recruiting
Channel Partner Relations
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On the Marketing Side…
• Join the rightLinkedIn Groups
Better yet, start your own LinkedIn Group!
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Using Groups for Networks
Why join• Mini organizations
• Most every interest
• General or geography based groups
• Helps you to find like minded contacts
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LinkedIn Groups
Join at least 5- 20 Groups
50 Groups and 50 Subgroups allowed
Groups in your profession, geography
Groups where customers/partners are
Click Logo OR Text to join from Profiles
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But what happens tomorrow?
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5 Rules for social media
• Listen
• Grow your network
• Contribute
• Participate
• Be a trust agent
It takes time to do all this.
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Tip #3: Action you can take
• Sign up for an account, spend a week listening
• Take 20 min each morning and look up all the members of your
Tempo group and connect
• Learn something about each contact
• Post your business related event on LinkedIn and Facebook
• Invite people to your events, promote an event using various
tools, write about an event you attended
• Connect with people you meet– find them in social places
• Get your pictures and video up on a social media site – tag
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Non-Profits and Social Media: Example
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ProjectGirl.org
• OBJECTIVE: Drive youth to Website to vote on “Best Nonprofit”, Win 100% of grant.
• STRATEGIES: Get known quickly, give youth reasons to participate, be visible to adults, get visible fast
• AUDIENCE: children and young adults 13-21, parents, educators, business professionals
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Registration & Drive Votes
ProjectGirl.org - Tactics
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Email Campaign
Group
Page & Profile
Groups to learn more
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Social Media Club Madison (in many cities)
•Twitter: @madisonsmc•Facebook: Social Media Club of Madison•LinkedIn: Social Media Club of Madison
Social Media Breakfast Madison (in many cities)
•Twitter: @smbmad (#smbmad)•Facebook: http://www.facebook.com/socialmediabreakfastmadison•LinkedIn: Social Media Breakfast Madison
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Find clubs in Milwaukee, Greenbay and soon in LaCrosse
ResourcesBooks
Rock the World with Your Online Presence by Mike O’NeillMost up to date LinkedIn book www.rocktheworldbook.com
Twitter Marketing : An Hour a Day by Hollis ThomasFacebook Marketing: An Hour a Day, Mari Smith Groundswell, Trust Agents, Six Pixels of Separation
BlogsLinkedIn - http://blog.linkedin.comIntegrated Alliances http://www.integratedalliances.com/blogWSC Blog - http://www.wendysoucie.comMashable – http://www.mashable.comSocial Media Today – http://www.socialmediatoday.comSocialMediaExaminer – http://www.socialmediaexaminer.comChris Brogan – http://www.chrisbrogan.com
Slide Presentationshttp://www.slideshare.net/wsoucie
YouTube Channel http://www.youtube.com/user/wendysoucie
Photo credits – Istockphoto.com , Wendy Soucie, William Beers
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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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Social web links: http://xeesm.com/wendysoucie
Happy trails to you
Questions?
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