Download - Social Media For Iowa County Entrepreneurs
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Social Media:Opportunity for Business
Iowa County Entrepreneurs, March 24, 2010
Wendy Soucie25 years + experience B2B - manufacturing / professional service firms.
Unique focus - technical products and engineering.
Based in the Midwest with national reach.
© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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In this presentation…3 common social media mistakes businesses are
making
Understand why business goals and a social media strategy is important
Evaluate social media tools for the right tactical reasons
Consider 6 ways social media improves “business as usual”
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What is social media?
social media:conversation via the Internetused to create shared value
for participating consumers and businesses
It’s about connecting with people
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Traditional Marketing
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Source: HubSpot
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The Internet changed the rules
Most of us go online to:Check online groups Read blogsCollect feedback Read product reviewsEducate ourselves
People are taking control 5© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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New Channel Approach
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Source: HubSpot
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3 common social media mistakes
There’s a better way
Common business blunders:
Not answering the question of “why”
Using social media as free advertising
Asking the first available person to do “something”
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Social media landscape
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Social networking and blogging sites are now the 4th most popular activity on the Internet
67% of global online users visit social network and/or blogging sites
Time spent online is growing at 3 times the rateof overall Internet user growth
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9© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
9
228 Million in US using
74.1% of US Pop.
130 M social network users
Ave age of user is 32 yrs
Social media landscape
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Assess
Identify Goals &
Objectives
Develop Strategy
Identify ways to engage
Select Channels & Tools
Measure & Track
Apply Model
A Process
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SocialMedia-academy.com/methodologies/htm
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The right way to get started
Assess the social ecosystem
Create a strategy and action plan
Engage the entire organization
Measure and track success
Know why and where before you start11© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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Assessment Identifies Influencers
Blogs
Yahoo, Delicious,
other niche sites
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YouTube
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Free Assessment Tools
Itunes search
Compete.com
TweetDeck Search
Search.Twitter.com
Trendrr
Addictomatic
Google Alerts
Google Reader
Google Analytics
Technorati search
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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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What business owners need to do
Clarify Business Goals ExtendBrand TacticMarketing
Strategy
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Tools:AdvertisingPublic relationsDirect mailSocial media, etc.
Take a strategic approach
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Goal Strategy
Clarify Business ExtendBrand ToolsMarketing
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Be realistic – What resources?Get training – Do you know how to apply the tools?Define success – Can you agree on measurement?
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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
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The investment pays off in loyalty
Engage in conversationShare knowledgeBuild awarenessGrow networkGenerate ideasCreate brand evangelists
Earn trust17© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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Tool HierarchyMicro
BloggingSocial
NetworksSocial
Bookmarking
Video /Photo Sharing
Travel/Review Sites
Social Directory Search
RSS Feeds
Blogging / Wikis/ 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?
• Home for all information and place to send people• Silos of content/ information• Search optimized , site map submitted• Makes it easy to do business
How?
• Decide business goals• Ease of use for audience first• Design second• Submit site map to Google/Yahoo
Where?
• Html, Open Source – PHP, content management• Flash - NO• Integrated - Cloudprofile.com, Hubspot.com
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What?
• Web logs (sites) where entries or posts are listed in chronological order.• Blogs allow for readers to engage with comments.• Free and hosted sites• Easy WISIWIG editors for adding text, photo, video
How?
• Fast and inexpensive (can serve as website and blog)• Search engine friendly. • Interactive.•USG
Where?
• Blogger.com (Google) (7) – networkmindshare.blogspot.com• Wordpress.org (17) – wendysoucie.com, endresultmarketing.com• Typepad – techpr.typepad.com• Posterous.com – madfiber.posterous.com• Cloudprofile.com wisocialmedia.cloudprofile.com
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Search Engines
What?
•Web pages that list websites, images, video and other information• Search based on user input - key words. •The results are based on an algorithm – certain sites feed others.
How?
• Search Optimize pages for key engines /target audience• Local search campaign important•Key data terms on every page• Focus key content on different pages
Where?
•Google.com (1)•Bing.com (9*)•Yahoo.com (3)•MSN (live.com)
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Social Networking
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What?
• On-line community that builds social relations among people, with shared interests• Profile is required to see or participate• Networks can be small/large, social/business or all of these• Web-based interactions with text, presentation, video , or photos depending on site
How?
•Connect with people•Contribute content of value to your network•Participate through comments, questions, answers
Where?
• FaceBook.com• LinkedIn.com• Fastpitch.com•Ecademy.com
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Measuring Social Media ROI
Traffic - # of unique visitorsInteraction - # of comments, sales, downloadsSales – ecommerce on site conversionLeads - # generatedSearch Marketing - # of calls using trackablephone #’sBrand MetricsPR – placement, mentions, stories, visibilityCustomer Engagement – sharing, evangelismRetention – of connections, clients, etcProfits - $ generated
Source: Econsultancy – Chris Lake
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The investment pays off in dollars
Improve customer supportRetain customersGenerate leadsIncrease salesExpand marketsDevelop new products
Gain market share24© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
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6 ways social media can improve “business as usual”
1) Expanding the conversation before and beyondthe sale
2) Developing relationships with online influencers
3) Discovering hidden knowledge to increase online effectiveness
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6 ways social media can improve “business as usual” (cont.)
4) Sharing valued-added content in multiple ways across multiple channels
5) Collecting timely feedback from current, potential, past and lost customers
6) Understanding important issues relevant to your target audience
Stay nimble
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Example
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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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Drive Traffic & Network
Value
Louis E. Page - Tactics
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• FUTURE: Youtube
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Why Wendy Soucie Consulting?
Network . Contribute . Participate
We provide: Social media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining resourcesImplementation help and coaching
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Contact Wendy Soucie
Enter the conversation. Engage with your customers.
Wendy Soucie, PrincipalWendy Soucie Consulting, LLC
Applied Social Media for Business
608-225-1985Social web links:http://xeesm.com/wendysoucie
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My Relationships
• Wendy Soucie Consulting LLC • Founder/Principal
• Social Media Academy • Certified Social Media Consultant• Founding Member • Alumni 2009• Black Diamond Consultant
• Integrated Alliances• Regional Executive Director – WI
• End Result Marketing • Social Media Strategist
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