aaf madison | social media tool selection | wendy soucie

Social MediaSocial Media Tool Selection StrategiesTool Selection Strategies

AAF Madison, March 15, 2010

Wendy Soucie25 years + experience

B2B ‐manufacturing / professional service firms.

Unique focus ‐ technical products and engineering.

Based in the Midwest with national reach.

RealityReality

"The corporate homepage at Dell com is not really theThe corporate homepage at Dell.com is not really the corporate homepage. The homepage today is Google.“

Bob Pearson, Dell's man in charge of social media strategy

•Strategy DevelopmentT l S l ti•Tool Selection

•Examples

How to get startedHow to get started

AssessAssess

Identify Goals &

Objectives

Apply Model Objectives

Develop Strategy

Measure & Track

Identify ways to

Select Channels

l engage& Tools

Know where to startKnow where to start

Avalanche!Avalanche!

Use methodology to find whereUse methodology to find where

• Social Media Academy Four QuadrantSocial Media Academy Four Quadrant Methodology

• Analyze and understand your market from aAnalyze and understand your market from a social point of view

‐ Customer landscape‐ Brand analysisP d lli l i‐ Partner and alliance analysis

‐ Competition analysisl d d

Social Media Academy

Four Quadrant AssessmentFour Quadrant AssessmentSocial Ecosystem

Free & Paid Assessment ToolsFree & Paid Assessment Tools

Technorati search BackTypeTechnorati search

Itunes search

Compete com

BackType

Addictomatic

TechrigyCompete.com

TweetDeck Search

S h T itt

Techrigy

Scout Labs

Search.Twitter.com

Trendrr

lGoogle

List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46‐free‐social‐media‐monitoring‐tools/

Where to start – Citrix Online

• 12,729 bookmarks

• 77 Citrix Groups• 3 GTM Groups• Most notable – GTM Sucks

• 152 affiliated groups

• Citri has 20 r s n t itter• Citrix has 20 groups on twitter• @getgreencitrix has 2,247 followers• @citrixblogs has 1,060 followers

• http://community.citrix.com/blogs• Most viewed blog post has 405,468 views

• 845 video results• 45,181 views of top video

- Citrix has 20 groups on twitter- 13 GoToMeeting Groups

• 609,000 groups

• 2,770 results• Unauthorized group has 97 members

• 6,906 results

• Lots of job groups

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

Assessment Identifies InfluencersAssessment Identifies Influencers

FaceBook

Yahoo, Delicious, other niche

YouTube

LinkedInTwitter

Influencer Impact Analysisp y

• John Greathouse has 228 connections• Robert Stanke has 500+ connections• Scott Wyden Kivowitz has 41 connections• David Walsh has 22 connections

D b h T h 15 i• Deborah Tutnauer has 15 connections

• @johngreathouse has 231 followers• @robertstanke has 609 followers• @scottwyden has 897 followers• @davidwalshblog has 1,786 followers• @itsallsuccess has 4,777 followers

John Greathouse has 312 friends• Robert Stanke has 262 friends• Scott Wyden Kivowitz has 333 friends

D d W l h h 46 f d• David Walsh has 46 friends•Deborah Tutnauer has 132 friends

Look for Challenges & TopicsLook for Challenges & Topics

SentimentSentiment

Positive/negative

dTrends

Issues

Conversation threads

Ultimately you are looking for people

Goal Strategy

Clarify – How are going to achieve an objective?Build social What element of plan extends into socialBuild social – What element of plan extends into social

and brand?Learn from others – Is it tailored to your situation?Be realistic – What resources?Get training – Do you know how to apply the tools?Define success – Can you agree on measurement? y g

Clarify Business ExtendBrand ToolsMarketing

Tool HierarchyTool HierarchyMicro

Easier adoption for SMBBlogging

Social Networks

for SMB

Social Bookmarking

S i l Di S hSocial Directory Search

RSS Feeds

Blogging /Content Generation

John Jantsch, Duct Tape Marketing, Microsoft Live Office

Examples Tool SelectionExamples Tool Selection

ZapposZappos

OBJECTIVE K fil• OBJECTIVE: Keep company profile high; humanize people behind the shoes and brandshoes and brand

• STRATEGIES: Listen create evangelists• STRATEGIES: Listen, create evangelists, learn, participate, deliver service, empowerp

Zappos‐ TacticsZappos Tactics

Drive ecommerce

dand humanize company

Mayo ClinicMayo Clinic

• OBJECTIVE: Engage with patients,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 l d / l / dlarger radio/online/TV syndication

Mayo Clinic ‐ TacticsMayo Clinic Tactics

Drive Traffic &Traffic & Network Value

Louis E. Page FencingLouis E. Page Fencing

• OBJECTIVE: Generate awareness, drive traffic to website

• STRATEGIES: Listen, participate, entertain and inform, add knowledgeknowledge

Louis E. Page ‐ TacticsLouis E. Page Tactics

Drive Traffic & NetworkNetwork Value

• FUTURE: Slideshare, Youtube

Manufacturer – Technical ProductManufacturer Technical Product• OBJECTIVE: Get found, grow

k h k imarketshare, network in –military and medical instruments face to faceinstruments, face to face meetings

• STRATEGIES: Listen, add knowledge, focus product g pdevelopment area

Manufacturer (confidential) ‐ TacticsManufacturer (confidential) Tactics •Medical Device / InstrumentsInstruments•Electronic Communications

Target Niche & Drive

phone calls

Q & AQ & A

ResourcesResources• Books

– Rock the World with Your Online Presence by Mike O’Neill• Most up to date LinkedIn book www.rocktheworldbook.com

– Twitter Marketing : An Hour a Day by Hollis Thomas

• Blogs– LinkedIn ‐ http://blog.linkedin.com

Integrated Alliances http://www integratedalliances com/blog– Integrated Alliances http://www.integratedalliances.com/blog– WSC Blog ‐ http://www.wendysoucie.com– Mashable – http://www.mashable.com– Social Media Today – http://www.socialmediatoday.com– SocialMediaExaminer – http://www.socialmediaexaminer.com– Chris Brogan – http://www.chrisbrogan.comg p // g

• Slide Presentations– http://www.slideshare.net/wsoucie

• YouTube Channel // / /– http://www.youtube.com/user/wendysoucie

• Social Media Assessment – Citrix Go to Meeting/Webex– http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐social‐media‐academy‐

alumni/

• Photo credits – Istockphoto.com and Wendy Soucie

We provide: Technical Product Expertise

f i iManufacturing experienceSocial media assessmentsMarketing best practicesg pThought leadership strategiesSocial media building blocksTraining on tools and strategyTraining on tools and strategyImplementation help and coaching

Network . Contribute . Participate

Need more info about me?

Engage with your customers.Enter the conversation. Engage with me.

Social web links:

Wendy SoucieSocial web links:http://xeesm.com/wendysoucie

Strategic Alliances

• Wendy Soucie Consulting d i– www.wendysoucie.com

• Founder/Principal

• Integrated Alliances• Regional Executive Director – WI

• End Result Marketing– www endresultmarketing comwww.endresultmarketing.com

• Social Media Strategist

• Social Media Academy • Certified Social Media Consultant• Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant

aaf madison | social media tool selection | wendy soucie

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