Using Social Media to Build Community and Promote Your Event

Using Social Media
to Build Community and
Promote Events
Wisconsin Bicycle Tour Directors, Oct 9, 2010
Wendy Soucie
25 years + experience
Certified social media consultant
Certified LinkedIn Trainer, Social Media Campaign Manager
Based in the Midwest with national reach.
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© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved

Agenda
Agenda

Why social media
Strategy points
Profile tips
Building
Promoting
Examples
© Copyright 2009-2010 Wendy Soucie
Q&A Consulting LLC - All Rights Reserved
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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.

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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
• Extend your reach – generating
action to signup
• Sponsorship – social capital for
support externally


More ways to connect to each other

Source: HubSpot

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Know where to start

Avalanche!

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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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Reserved

What business owners need to do
Take a strategic approach

Business Build
Goals
Clarify Brand Extend Strategy
Tactic

Tools:
Advertising
Public relations
Direct mail
© Copyright 2009 Wendy Soucie
Social media, etc.
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Consulting LLC - All Rights Reserved

Goal Strategy

Be realistic – What resources?
Get training – Do you know how to be social when
you apply the tools?
Define success – Can you agree on measurement?
Make your team approachable

Business Clarify Brand Extend Marketing Tools

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5 Rules for social media
• Listen then hear
• Grow your network
• Contribute
• Participate
• Be a trust agent

It takes time to do all this.

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You can’t listen in a space without
… signing on!

Its about people and connections.
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Free Listening Tools
Technorati Search Google Alerts
Compete.com Google Reader
TweetDeck Search Google Analytics
Search.Twitter.com Google Keyword
Trendrr
Addictomatic
Socialmention
Xeesm

List of 26 tools http://www.socialmediatoday.com/SMC/155299
http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
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This is you on Social Media

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Network

• Why a Big Network?
– More prospects
– More INBOUND calls

• Why a Smaller
Network?
– Control communications
– Verify connections

Just remember you can’t build a network overnight.
© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 15

Profiles for social media
• Completeness
• Where is Home
• Content
• Context
• Applications
• Network

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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: bike,
biking, bike tour, travel, adventure
travel, bike wisconsin, bicycle, Trek,
Lodi Bike Club, silent sports.
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Short-term Strategy

SEO and Social Media displace SERP
Make brand optimization a process
Optimize all digital assets
Don’t underestimate local search directories

http://www.youtube.com/watch?v=OxpnvFOcFfM

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Tip #1 Stay Visible.
• Profile Activity level
– 2x/week
– 3x/day
– 3-5x/day
• Blog
– 3 times/week
– 2 times /week
– 1 time/week
– If less consider
newsletter
• Email – 3-5 times
before event

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Wordle.net

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What to Publish and Share
• Cross pollinate your
media
– Blogs
– Podcasts
– Videos
– Photos
– Presentations
– Ebooks
– News releases
– PDFs
– Slideshows
– Event Directory
listings

Make Use of Existing Material
– Emails > blog posts
– Forum posts > blog posts
– Blog posts > presentations
– Presentations > blogs
– Event video > blog post
– Interview clients > blog
– Company info > public
reports
– Company info >
presentations

Event Promotion

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Some insight….
• 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+
• 65 M active users
accessing through
mobile.
© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights
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Reserved

Social Networking -

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Blogs

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Create a
#hashtag
for your
event

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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

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Business Networking - LinkedIn

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Social Media: Event Example


1 Week – 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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Tip: Ways to use social media effectively
• Sign up for an account, spend a week listening
• Invite people to biking events, promote an event using various
tools, ask them to write about an event they attended
• Encourage picture sharing via FB, Flickr, Picassa
• Connect with people you meet during a bike, your customers –
find in social places
• Invite your customers to connect
• Get your pictures and video up on a social media site - tag
• Write a review about your recent ride – submit to blog com

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Happy Trails

Happy trails to you

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
Facebook Marketing: An Hour a Day by Mari Smith
Books: 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
All Facebook -

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

YouTube Channel
http://www.youtube.com/user/wendysoucie
Social Media Club Madison (in many cities)
• http://madisonsmc.org
Social Media Breakfast Madison (in many cities) http://facebook.com/socialmediabreakfastmadison

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Photo credits – Istockphoto.com and Wendy Soucie

Partnerships | Strategic Alliances | Joint Venture
• Wendy Soucie Consulting
– www.wendysoucie.com
• Founder/Principal
• End Result Marketing
• Nurture marketing and research
• Social Media Academy
• Certified Social Media Consultant
• Founding Gold Member and Alumni
• Black Diamond Consultant
• Xeesm – Social CRM
• Business Partner – Wisconsin
• Integrated Alliances
– IA Certified Trainer
• Images from IstockPhoto.com

© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 40

We provide:
Technical Product Expertise
Manufacturing experience
Social media assessments

Your Questions?
Marketing best practices
Thought leadership strategies
Social media building blocks
Training on tools and strategy
Implementation help and coaching

Network . Contribute . Participate
Social web links: http://xeesm.com/wendysoucie
© Copyright 2003-2010 - Wendy Soucie
41
Consulting LLC All Rights Reserved

Using Social Media to Build Community and Promote Your Event

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