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AAF Madison | Social Media Tool Selection | Wendy Soucie
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Transcript of 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.
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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
2© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
Know where to startKnow where to start
Avalanche!Avalanche!
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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
5© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
Social Media Academy
Four Quadrant AssessmentFour Quadrant AssessmentSocial Ecosystem
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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
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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
Blog
• 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
8© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐social‐media‐academy‐alumni/
Assessment Identifies InfluencersAssessment Identifies Influencers
Blogs
Yahoo, Delicious, other niche
YouTube
sites
LinkedInTwitter
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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
10© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
Look for Challenges & TopicsLook for Challenges & Topics
SentimentSentiment
Positive/negative
dTrends
Issues
Conversation threads
Ultimately you are looking for people
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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
12© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
Tool HierarchyTool HierarchyMicro
Bl i
Easier adoption for SMBBlogging
Social Networks
for SMB
Social Bookmarking
S i l Di S hSocial Directory Search
RSS Feeds
Blogging /Content Generation
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John Jantsch, Duct Tape Marketing, Microsoft Live Office
Examples Tool SelectionExamples Tool Selection
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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
B 2 C
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Zappos‐ TacticsZappos Tactics
Drive ecommerce
dand humanize company
16© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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
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Mayo Clinic ‐ TacticsMayo Clinic Tactics
Drive Traffic &Traffic & Network Value
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Louis E. Page FencingLouis E. Page Fencing
• OBJECTIVE: Generate awareness, drive traffic to website
• STRATEGIES: Listen, participate, entertain and inform, add knowledgeknowledge
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Louis E. Page ‐ TacticsLouis E. Page Tactics
Drive Traffic & NetworkNetwork Value
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• 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
21© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
Manufacturer (confidential) ‐ TacticsManufacturer (confidential) Tactics •Medical Device / InstrumentsInstruments•Electronic Communications
Target Niche & Drive
phone calls
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Q & AQ & A
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23
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© Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 25
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
26© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved27