us indoor sports association: social media next steps

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

Who is “Wendy Soucie?”

© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved2

Wendy Soucie

52,200 results to choose from

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

What questions do

you need answered?

© Copyright 2003-2009 Integrated Alliances LLC /Wendy Soucie Consulting LLC - All Rights Reserved4

Social Media Landscape

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

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

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)

Are you in the recommendation chain?

78% of consumers trust peer opinion –Only 14% trust advertising

It’s not about picking the tool…


/

www.flickr.com/ph

http://www.flickr.com/photos/geishaboy500/100043823/

http://www.flickr.com/photos/geishaboy500/100043823/

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”


Assess/Listen

Identify Goals &

Objectives

Develop Strategy

Identify ways to engage

Select Channels &

Tools

Measure & Track

Apply Model

The right way to get started.


SocialMedia-academy.com/methodologies/htm

Know why and where before you start

Four Quadrant Assessment

Technographics

Assessment Identifies Influencers


Blogs

Yahoo, Delicious,

other niche sites

LinkedIn

FaceBook

Twitter

YouTube

http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/

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/

http://www.socialmediatoday.com/SMC/155299

http://www.dreamgrow.com/46-free-social-media-monitoring-tools/











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

http://www.bilal.ca/if-i-tell-my-facebook-friends/




What business owners need to do


Clarify Business Goals

ExtendBrand TacticBuild Strategy

Tools:AdvertisingPublic relationsDirect mailSocial media, etc.

Take a strategic approach

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

Where does social media go?


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

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

http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-lines/









http://www.itbusinessedge.com/cm/docs/DOC-1257



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


Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office

Easier adoption for SMB

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

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

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


Social Media Profiles

Its about people


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.

© Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved

33Photo credit Amy Lynn Schereck

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

http://www.knowem.com/

Extend your brand

© Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved

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Know the audience and touchpoints

Stay Visible.

• Completeness

• Content

• Context

• Applications

• Network

• Activity level


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Facebook Insights

LinkedIn Profile


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Twitter Profile


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Social Media Examples


ProjectGirl.org• OBJECTIVE:

– Drive youth to Website

– Vote on “Best Nonprofit”

• STRATEGIES:

– Get known quickly

– Give youth reasons to participate

– Be visible to adults


B 2 C & B2B

Registration & Drive Votes

ProjectGirl.org - Tactics


Email Campaign

Group

Page & Profile

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


B 2 C

Mayo Clinic - Tactics


Drive Traffic & Network

Value

Louis E. Page Fencing

• OBJECTIVE:

– Generate awareness

– Drive traffic to website

• STRATEGIES:

– Listen

– Participate

– Entertain and inform

– Add knowledge


B 2 C & B2B

Drive Traffic & Network

Value

Louis E. Page - Tactics


• FUTURE: Youtube

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

http://xeesm.com/wendysoucie

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(short version)

What social media sites are you on?


http://www.youtube.com/watch?v=NhPgUcjGQAw

http://www.youtube.com/watch?v=ypmfs3z8esI

http://www.youtube.com/watch?v=NhPgUcjGQAw