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

2

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.

6

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

10

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

13

Identify 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/

14

Social Media LandscapeObjectives

& Goal 16,000 ft

Strategy

Tools

15

Build a cross functional teamBusiness• Clarify

Brand• Extend

Marketing• Tools

Include: Product Development SalesMarketingCustomer ServiceHuman ResourcesLegal

16

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?

17

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

19

Extend Your BrandPersonal

Company

Business• Clarify

Brand• Extend

Marketing• Tools

20

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

0

8

15

23

30

Time

Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building

Time, tools and tactics

24

A Facebook Fan has no value. Getting a Facebook Fan to do something does! Chase McMicheal, CEO Infinigraph

25

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

26

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

30

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

32

Tools for Tracking• Lithium• Radian6• Xeesm• Alterian

33

Xeesm/Flights!™

Social Business Relationship Mgmt• Tracking engagements• Setting milestones• Following a process• See the touch points• Social capital progress

34

Social Media Examples

35

Email Campaign

Timken.com (B2B)

Hycor Biomedical (B2B)

Organic Valley (B2C)

Cree Lighting -Channel (B2W)

ProjectGirl.org (NonProfit)

40

Louis E. Page Fencing (B2B & B2C )

B 2 C & B2B

41

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?

42

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