US Indoor Sports Association: Social media next steps

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

Who is “Wendy Soucie?”
52,200
results to
choose from

Wendy Soucie

2
© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved

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

© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 3

What questions do
you need answered?

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

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
6

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?


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)

© Copyright 2009 Wendy Soucie
8
Consulting LLC - All Rights Reserved

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
10

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

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

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/

16

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/
17

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

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.
20

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

21

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

22

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

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
24

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 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

Tools for measuring

• Techrigy
• Scoutlabs
• Radian6
• Networked
Insights
• Xeesm
• Sysmos

27

Xeesm/Flights!™
Social Relationship Mgmt
• Tracking engagements
• Setting milestones
• Following a process
• Showing progress
• Seeing results

29

30

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.
33
Photo credit Amy Lynn Schereck
© Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved

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

Extend your brand

35
© Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved

Know the audience and
touchpoints

36

Stay Visible.

• Completeness
• Content
• Context
• Applications
• Network
• Activity level

37

LinkedIn Profile

39


Twitter Profile

40

41

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

B2C&
B2B

ProjectGirl.org - Tactics

Email
Campaign

Registration
& Drive
Votes

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 B2C
– Use available content
– Branch to larger syndication

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

Louis E. Page - Tactics

Drive
Traffic &
Network
Value

• 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

49

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

What social media sites are you on?

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

(short version)
51

US Indoor Sports Association: Social media next steps

More Related Content

What's hot

Similar to US Indoor Sports Association: Social media next steps

More from Wendy Soucie

Recently uploaded

US Indoor Sports Association: Social media next steps