social media strategy and planning waukesha county business alliance
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Social Media Strategy and Planning
Waukesha County Business Alliance | February 3, 2011
25 years + experience B2B Experience – Business development, sales and marketing Manufacturing, engineering, architecture, accounting, IT,
pharmaceutical, financial service firms. Unique focus - complex sales, channel empowerment, scientific,
technical products and engineering. Based in the Midwest with national reach. 1
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Who is Wendy Soucie?
Wendy Soucie
25,000 reasons to speak with me
The buying – selling disconnect
Doing Business in 2010 and beyond
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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Figure out how to use social media for a competitive advantage…
…Not a competitive disadvantage
They are asking the wrong question
Many organizations are looking for the right tool?
Assess
Identify Goals
Develop Strategy
Brand the Message
Identify Ways to Engage
Select Channels &
Tools
Measure & Track
NCP Model
Execute
A Process
SocialMedia-academy.com/methodologies/htm
Four Quadrant Assessment
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Free Listening ToolsTechnorati SearchCompete.comSearch.Twitter.comTrendrrAddictomaticSocalmentionXeesm
Google AlertsGoogle ReaderGoogle AnalyticsGoogle Keyword
List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
Source: Groundswellbook, Forrester.com, http://www.flickr.com/photos/25131367@N05/2955726053/
Identify Your Audience
Understand Your Audience
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Identify Influencers
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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Social Media LandscapeObjectives
& Goal 16,000 ft
Strategy
Tools
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Build a cross functional teamBusiness• Clarify
Brand• Extend
Marketing• Tools
Include: Product Development SalesMarketingCustomer ServiceHuman ResourcesLegal
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Balance goals with strategy
Business• Clarify Objectives
Brand• Extend Message
Marketing• Tactics & Tools
Be realistic – What resources?Make your team approachableGet training – Do you know how to be social
when you apply the tools?Define success – Can you agree on
measurement?
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Clarify: What Business is Getting Done…
Customer ServiceSales ProspectingMarketing - OnlineBusiness PartnershipsProduct CrowdsourcingStaffing and RecruitingChannel Partner Relations
Business• Clarify
Brand• Extend
Marketing• Tools
Governance - Policy
Create at least 2 policies– Employee boundaries/limits– Operational / job roleStart with your email policy
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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Extend Your BrandPersonal
Company
Business• Clarify
Brand• Extend
Marketing• Tools
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Content Development Strategy
• Determine media you have• Identify media to share• Build editorial calendar • Integrate with Marketing, Customer
Service, HR, Sales, Product Development
22http://bit.ly/hmCudD How to Leverage Social Media Optimization
Source: Beth Kantar
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Time
Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building
Time, tools and tactics
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A Facebook Fan has no value. Getting a Facebook Fan to do something does! Chase McMicheal, CEO Infinigraph
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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 base
Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office
Easier adoption for SMB
Consider resources before tools
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Where is the ROI?
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 27
Without engagement you won’t be moving the the needle on the metrics that really matter. Chase McMichael, CEO Infinigraph
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 28
Considerations
Source: HubSpot
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Follow a model
• Network - size matters, you must grow
• Contribute – thru knowledge & value share
• Participation – thru reaction and consumption
You can begin to measure ROI and social capital value
Socialmedia-academy.com
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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Tools for Tracking• Lithium• Radian6• Xeesm• Alterian
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Xeesm/Flights!™
Social Business Relationship Mgmt• Tracking engagements• Setting milestones• Following a process• See the touch points• Social capital progress
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Social Media Examples
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Email Campaign
Timken.com (B2B)
Hycor Biomedical (B2B)
Organic Valley (B2C)
Cree Lighting -Channel (B2W)
ProjectGirl.org (NonProfit)
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Louis E. Page Fencing (B2B & B2C )
B 2 C & B2B
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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 • Founder/Principal
• 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
• AdzZoo Campaign Manager• Integrated Alliances Certified Trainer
– IA Certified Trainer• Images from IstockPhoto.com & WSC
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