Wendy Soucie, certified social media strategist, www.wendysoucie.com, presented to the Waukesha County Business Alliance on strategy and planning social media engagements. The examples included B2B, B2C, B2W, Non Profit and small business.
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Social media strategy and planning waukesha county business alliance
1. 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?
25,000
reasons to
speak with
me
Wendy Soucie
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10. Free Listening Tools
Technorati Search Google Alerts
Compete.com Google Reader
Search.Twitter.com Google Analytics
Trendrr Google Keyword
Addictomatic
Socalmention
Xeesm
List of 26 tools http://www.socialmediatoday.com/SMC/155299
http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 10
14. Objectives
Social Media Landscape
& Goal
16,000 ft
Strategy
Tools
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15. Build a cross functional team
Business Brand Marketing
• Clarify • Extend • Tools
Include:
Product Development
Sales
Marketing
Customer Service
Human Resources
Legal
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16. Balance goals with strategy
Be realistic – What resources?
Make your team approachable
Get training – Do you know how to be social
when you apply the tools?
Define success – Can you agree on
measurement?
Business Brand Marketing
• Clarify • Extend • Tactics &
Objectives Message Tools
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17. Clarify: What Business is Getting
Done…
Customer Service
Sales Prospecting
Marketing - Online
Business Partnerships
Product Crowdsourcing
Staffing and Recruiting
Channel Partner Relations
Business Brand Marketing
• Clarify • Extend • Tools
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18. Governance - Policy
Create at least 2 policies
– Employee boundaries/limits
– Operational / job role
Start with your email policy
http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-
lines/
http://www.itbusinessedge.com/cm/docs/DOC-1257
Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
19. Extend Your Brand
Personal
Company
Business Brand Marketing
• Clarify • Extend • Tools
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20. Content Development Strategy
• Determine media you have
• Identify media to share
• Build editorial calendar
• Integrate with Marketing, Customer
Service, HR, Sales, Product Development
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23. Time, tools and tactics
Listening Participation
Generate Buzz Share Content
Social Networking Community building
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15
8
0
Time
Source: Beth Kantar
24. A Facebook Fan has no value. Getting a
Facebook Fan to do something does!
Chase McMicheal, CEO Infinigraph
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25. Consider resources before tools
Micro
blog
Easier adoption
for SMB
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
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30. Follow a model
• Network - size matters, you must
grow
• Contribute – thru knowledge & value
share
• Participation – thru reaction and
consumption
Socialmedia-academy.com
You can begin to measure
ROI and social capital
value
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31. What does success look like?
Reach
Engagement and
• Traffic Influence
• Interaction •Sharing and evangelism
• Trust
At the end of the day
•Commenter authority and influence
•Retention – connections, clients, etc
– it needs to make
Action and insight •Favorites, Friends, Fans,
Connections
money for the
• Sales
• Customer engagement
• Customer satisfaction and
company
loyalty
Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
41. We provide:
Technical Product Expertise
Manufacturing experience
Social media assessments
Your Marketing best practices
Thought leadership strategies
Social media building blocks
Questions?
Training on tools and strategy
Implementation help and coaching
Network . Contribute . Participate
Social web links: http://xeesm.com/wendysoucie
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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
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