Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | April 23 2010

Using Social Media
to Build Your Community
Ice Age Trail Alliance, April 23, 2010
Wendy Soucie
25 years + experience
Certified social media consultant
Certified Integrated Alliances LinkedIn Trainer
Based in the Midwest with national reach.
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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved

Agenda
Agenda

Reality check
Why social media
Some general guidelines
Profile tips
Social media actions
Examples
Q&A
© Copyright 2009 Wendy Soucie
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Consulting LLC - All Rights Reserved

What we are doing today
• Share pictures and videos
• Invite someone new to hike with you
• Volunteer at an event and bring someone
• Write an article
• Public speaking at your local civic or service
club

Is this enough to reach membership goal?
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With the Internet comes a new reality
"The 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

It took radio 38 years to reach 50 million users;
It took television 13 years to reach 50 million users;
It took the internet 4 years to reach 50 million users;
It took Facebook 2 years to reach 50 million users.

© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 4

Social Media Defined

“Conversations via the Internet
that create value for users,
customers and organizations”

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Traditional Messaging


New Channel Approach

Home


What social media sites are you on?

http://www.youtube.com/watch?v=NhPgUcjGQAw (short version)
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Social Media: Why?
• Brand – building awareness in WI
and nationally
• Loyalty – improving the public’s
knowledge - educating, sharing,
expanding the experience for all
• Advocacy – building and
maintaining support
• Mobilization – generating action
from volunteers
• Fundraising – building donor and
Lodi IAT Bridge – longest bridge spanning support base
the IAT (William Beers)

To convince 5000 people to join IAT Alliance
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Reality Check
• Facebook claims that 50% of active users log
into the site daily. That’s 175m users every
24 hours.
• Twitter now has 75m user accounts,
• LinkedIn has over 50m members worldwide.
• Flickr now hosts more than 4 billion images.
• Wikipedia currently has in excess of 14m
articles

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Know where to start

Avalanche!

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Social Media Strategy

“Remember: 80% is strategy and only
20% is technology”
Jeremiah Owyang

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Social Media Strategy
Goal – 5000 Members
16,000 ft

Strategy – reach out
where they are

Tools

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You can choose how to start

20 minutes a day - socialminutes.com
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5 Rules for social media
• Listen
• Grow your network
• Contribute
• Participate
• Be a trust agent

It takes time to do all this.

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Listen and look for people

Look for people


Do some searches
Google Search
Blogs
Images
Video
Search within sites
you are on

List of 26 tools http://www.socialmediatoday.com/SMC/155299
http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
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Your Basic Network

From Shauna Causey and 18
@ethany

This is you on Social Media

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If your going to jump off the edge…

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Grow your network
… but you need to sign on!

Photo Credit: William Beers
Its about people and connections.
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Tip: Profile for social media sites
Use a headshot of just you (real picture)
Complete the profile – picture, bio, link
Decide where “home” is.
Primary email should be a gmail or yahoo
account
Use your real and complete name –
Add under hobbies or interest: IAT, IATA,
Ice Age Trail, Ice Age Trail Alliance, hiking

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How to behave on social media
Be Generous, say good things
Talk about ideas or others 80% of
the time
Share links, say thank you, send
congrats, share best practices,
listen, engage.
Whatever you would do in person
to help another individual you can
do on social media.
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Don’t (s)
Don’t say things you wouldn’t say to
grandma, spouse, mother, boss, friend or
enemy.
Don’t put it on the Internet if it should be
private.
Don’t share all three pieces of info –
birthday, address, SS# - Be cautious of
identity theft.

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Where should our focus be?
• Facebook
– 3rd most visited website in U.S. (behind Google & Yahoo)
• Blogs
– 15% of bloggers spend 10 or more hours each week blogging
– [Technorati's new State of the Blogosphere.]
• Twitter
– News generator and source
• LinkedIn
– 700K businesses, every Fortune 500 represented
• YouTube
– 4th most visited website in U.S. & one of the top three search
engines
• Flickr
– pictures, video, groups and networking.
• Other possible groups
– Yahoo and Google Groups

© Copyright 2009 Wendy Soucie Consulting LLC - All
Rights Reserved
Real time data from compete.com and Alexia 25

Social Networking - Facebook
• 1.7 M people in Wisconsin are on FB
• 332,240 FB users in Madison (more than the
population)
– 18+ over 90%
– 35% 35+
– 15% are over 50+

IAT through Main St. Lodi

© Copyright 2009 Wendy Soucie Consulting LLC - All Rights
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Reserved

Social Networking - FaceBook

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Facebook User Engagement:
• 10 M users become fans of Pages each day
• 2 B photos uploaded to the site each month
• 14 M videos uploaded each month
• 2 B pieces of content (web links, news stories,
blog posts, notes, photos, etc.) shared / wk
• 3 M events created each month
• 45 M active user groups exist on the site*
• 65 M active users accessing through mobile.

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Who else is on FB
• Appalachian Mountain Trail Club – 7,414 or
Appalachian Trail Conservancy (16K)
– Ice Age Trail Alliance - 386
• REI (58K), Northface (17K), New Belgian Beer
(77K)
• Trekking, Hiking, Walking (11K); hiking (27K)
– Hiking Wisconsin (<10)

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Blogs - Blogger

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Twitter

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Microblogging - Twitter

• Just 11% of users
on Twitter are
teenagers.

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Video - YouTube

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Pictures - Flickr

Two Groups :
“ Ice Age National
Scenic Trail

Ice Age Trail

Total of 10 members

3,081 results for “ice age trail”

1,971 people in Wisconsin Group
and 46, 303 photos shared 35

Business Networking - LinkedIn

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Business Networking - LinkedIn

Find business
professional s who
also share their
interest in the Ice
Age Trail

48 people found

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Video: Livestreaming/Ustream

Change to requiste video

Photo Credit: William Beers

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Other links and connections
• GreyGhost
• http://www.scribd.com/doc/22670799/Ice-
Age-Trail-Mile-by-Mile-PDF-Spreadsheet
• Jenny Addis
http://www.inspirationspeaks.me/wiiceagetr
ail.htm
• Citizen Journalist – Examiner.com

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Non-Profits and Social Media:
Examples

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ProjectGirl.org
• OBJECTIVE: Drive youth to Website
to vote on “Best Nonprofit”, time
sensitive contest.
• STRATEGIES: Get known quickly,
give youth reasons to participate,
be visible to adults
• AUDIENCE: children and young
adults 13-21, parents, educators,
business professionals


ProjectGirl.org - Tactics

Email
Campaign

Registration
& Drive
Votes

Group

Page &
Profile


ThriveHere.org
• OBJECTIVE: Promotion of the
region, businesses, the
organization and project work
within region.
• STRATEGIES: Increase traffic to
website, get known as an
economic driver in the region,
cross pollination on all sites
• AUDIENCE: Business owners,
investors, entrepreneurs

ThriveHere.org - Tactics

Website and
regional
links and
info
Page

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Ice Age Trail Alliance
• OBJECTIVE: Grow to 5000
members with broad
diversity in all areas, extend
trail, engage with all
partners
• STRATEGIES: Listen, create
evangelists, show family
fun, engage GenY, share the
experience
• AUDIENCE: GenY, Kids,
Adults, Retirees, business
owners, partners

IATA - Tactics
Touch
Feel
Hear
See
Read New Website!

Share the
IAT
experience

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Story – Lodi Bridge Dedication
• Attended dedication
• Video & pictures of the event
• Video interviews of 2 people
• Edited & posted to Youtube
• Blog post for blogspot
• Tweeted video and post
• Picked up by Lodi Valley News
• Articles in three papers and online by
next day
• Pictures uploaded to FB & Flickr
(taged)
• Gathering Waters Conservancy posted
link for Youtube video on FB page
• Top of the list for Google Search -
videos
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But what happens tomorrow?

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Tip: Ways to use social media effectively
• Sign up for an account, spend a week listening
• Invite people to IAT events, promote an event using various
tools, write about an event you attended
• Connect with people you met during a hike – find in social
places
• Get your pictures and video up on a social media site - tag
• Write a trail review about your recent hikes – submit to trail.com

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Local groups to learn more

Photo credit :William Beers

Social Media Club Madison (in many cities)
Social Media Breakfast Madison (in many
cities)

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Books
Resources
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
Groundswell, Trust Agents, Six Pixels of Separation
Blogs
LinkedIn - http://blog.linkedin.com
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.com

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

YouTube Channel
http://www.youtube.com/user/wendysoucie
Photo credits – Istockphoto.com, William Beers, and Wendy Soucie
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Strategic Alliances
• Wendy Soucie Consulting
– www.wendysoucie.com
• Founder/Principal
• Integrated Alliances
• Regional Executive Director – WI
• End Result Marketing
– www.endresultmarketing.com
• Social Media Strategist
• Social Media Academy
• Certified Social Media Consultant
• Founding Gold Member and Alumni
• Black Diamond Consultant
• Xeesm Business Partner - Wisconsin

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We provide:
Technical Product Expertise
Manufacturing experience
Social media assessments
Marketing best practices
Thought leadership strategies
Social media building blocks
Training on tools and strategy
Implementation help and coaching

Network . Contribute . Participate
© Copyright 2003-2009 – Wendy Soucie Consulting and Integrated Alliances - All Rights Reserved 54

Need more info about me?
Engage with your customers.
Enter the conversation.
Engage with me.

Wendy Soucie
Social web links:
http://xeesm.com/wendysoucie
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Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | April 23 2010

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