Social Media Tool Selection Strategies

Social Media Tool
Selection Strategies
Wendy Soucie, Principal
Wendy Soucie Consulting LLC
y g
Social Media Tools Week Nov 16‐20, 2009

Agenda
"The corporate homepage at Dell com is not really the
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

•Strategy Development
T l S l ti
•Tool Selection
•Examples

© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 2

Social Media Strategy
• Assess where conversations
are
• Identify goals and objectives
• Develop a strategy to get there
• Identify ways to engage –
Internal and external
Internal and external Social Media Landscape
Social Media Landscape

• Find your starting point
• Select the channels/tactics to
Select the channels/tactics to
use


Goal
16,000 ft
16 000 ft

Strategy

Tools

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

You can choose how to start
You can choose how to start

5

Know where to start
Know where to start

Avalanche!

6

Use methodology to find where
Use methodology to find where
• Social Media Academy Methodology
Social Media Academy Methodology
• Analyze and understand your market from a
social point of view
social point of view

‐ Customer landscape
Customer landscape
‐ Brand analysis
‐ Partner and alliance analysis
Partner and alliance analysis
‐ Competition analysis


Process
• Bottom up approach
Bottom up approach
– Public data
– Keyword /phrase search
Keyword /phrase search
– Known information

8

Methodology
Methodology
• Simple or complex based on
Simple or complex based on
– Time
– Budget
Budget
– Variables in the 4 Quadrants.
– Si
Size of company
f
– Reporting tool used Social Media Academy


Where to start – Citrix Online
• 77 Citrix Groups
• 3 GTM Groups
• 12,729 bookmarks • Most notable – GTM Sucks

• 152 affiliated groups

Blog
• Citrix has 20 groups on twitter
• http://community.citrix.com/blogs
• @getgreencitrix has 2,247 followers
• Most viewed blog post has 405,468 views
• @citrixblogs has 1,060 followers

- Citrix has 20 groups on twitter • 845 video results
- 13 GoToMeeting Groups • 45,181 views of top video
p

• 2,770 results
• Unauthorized group has 97
• 609 000 groups
609,000 • 6 906 results
6,906
members
• Lots of job groups

10

Where to start – Webex
• 384 Cisco Groups
• 10 Webex Groups
• 4,758 bookmarks

•27 affiliated groups

Blog
• Webex has 5 groups on twitter
• http://blog.webex.com

- Webex has 9 groups on facebook • 444 video results
• 7,607 views of top video
p

• 9 groups • 773 results • 1 120 results
1,120


Look for influencers
Look for influencers

Facebook
b k
Youtube
Blogs

Twitter LinkedIn


Influencer Impact Analysis
p 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 Tutnauer has 15 connections
Deborah T h i

• @johngreathouse has 231 followers
• @robertstanke has 609 followers
• @scottwyden has 897 followers
John Greathouse has ? friends
• @davidwalshblog has 1,786 followers
• Robert Stanke has 262 friends
• @itsallsuccess has 4,777 followers
• Scott Wyden Kivowitz has 333 friends
• D d Walsh has 46 friends
David W l h h f d
•Deborah Tutnauer has 132 friends

13

Look for Challenges & Topics
Look for Challenges & Topics
• Sentiment
• Positive/negative
• Trends
d
• Issues
• Conversation threads

Ultimately you are looking for people


Strategy
• Integrate key constituencies of a market into
Integrate key constituencies of a market into
the strategy development.
• Based on six core elements:
Based on six core elements:
‐ Goals
‐ Mission
‐ Benefits
‐ Actions Social Media Academy

‐PPrograms
‐ Reporting

15

Goal
Goal ‐ Strategy
• Listen & respond
• Put human face on business
• Entertain or inform
• Tell our strategic stories
T ll t t i t i
• Create community of evangelists
• Create insider community
Create insider community
• Empower employees to service
• Collect ideas and customer input
Collect ideas and customer input
• Drive targeted and qualified traffic


Tool Strategy
Tool Strategy
• Clarify – How are going to achieve an objective?
• Build social What element of plan extends into
Build social – What element of plan extends into
social and brand?
• Learn from others – Is it tailored to your situation?
y
• Be realistic – What resources?
• Get training – Do you know how to apply the tools?
• Define success – Can you agree on measurement?

Business Clarify Brand Extend Marketing Tools

17

Tool Hierarchy
Tool Hierarchy
• Blogging – listen, comment,
write
• RSS – Aggregate and filter
content
• Social Directory Search – good
for small business
• S i lB k
Social Bookmarking – T i
ki Tagging
content John Jantsch, Duct Tape Marketing, Microsoft Live Office

• Social Networks – be prepared
p p
to share
• Micro blogging – may be
confusing for a small business
confusing for a small business

Dell Example
Dell Example
• OBJECTIVE: Resolve dissatisfaction
• STRATEGIES: Listen, learn,
participate; tell our story; engage
customers by sharing info that
matters
• TACTICS: Blog response, branded
community ‐ Direct2Dell


Zappos
• OBJECTIVE: Keep company profile
OBJECTIVE: Keep company profile
high; humanize people behind the
shoes
• STRATEGIES: Listen, create evangelists,
learn, participate; deliver service
• TACTICS: Twitter, Youtube Channel,
Facebook, groups, fan pages,
Wikipedia, keyword blogs
k d k d bl


Mayo Clinic
Mayo Clinic
• OBJECTIVE: Engage with patients,
OBJECTIVE: Engage with patients,
create mainstream content, in‐depth
content for patients and customers
• STRATEGIES: Top down, start small,
use available content, branch to
larger radio syndication
• TACTICS: Itunes, Podcasts, Youtube,
Twitter, keyword blogs, RSS
k d bl


Louis E. Page Fencing
Louis E. Page Fencing

• OBJECTIVE: Generate awareness, drive
traffic to website
• STRATEGIES Li
STRATEGIES: Listen, participate, entertain
i i i
and inform, add knowledge
• TACTICS T itter Yo t be Channel
TACTICS: Twitter, Youtube Channel,
Facebook, groups, fan page, blog, LinkedIn
1893 Fans


Private Consulting Practice
Private Consulting Practice
• OBJECTIVE: Drive people to Website
OBJECTIVE: Drive people to Website
• STRATEGIES: Thought leaders, listen,
track industry conversations, add
track industry conversations, add
knowledge
• TACTICS: Blog, Twitter, e‐Zines,
g, , ,
LinkedIn, Twitterfeed, Facebook,
groups, Twitter lists


ProjectGirl.org
• OBJECTIVE: Drive youth to
y
Website to vote on “Best
Nonprofit”, time sensitive
contest.
• STRATEGIES: Get known
quickly, give youth reasons to
i kl i th t
participate, be visible to adults
• TACTICS Email blast blog
TACTICS : Email blast, blog,
Twitter, LinkedIn, Facebook,
Yahoo, groups on all sites
Yahoo, groups on all sites

Contact: Wendy Soucie
Contact: Wendy Soucie

Xeesm.com/wendysoucie
• Wendy Soucie helps clients increase sales by integrating and executing social
media strategies. Her approach spans customer service, product development,
media strategies Her approach spans customer service product development
human resources, management, sales and marketing. Featured national writer,
blogger and speaker.

25

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