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Using Social Media to Build Community and
Promote Events
Wisconsin Bicycle Tour Directors, Oct 9, 2010
Wendy Soucie25 years + experience
Certified social media consultant
Certified LinkedIn Trainer, Social Media Campaign Manager
Based in the Midwest with national reach.
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AgendaAgenda
Why social mediaStrategy pointsProfile tipsBuildingPromotingExamplesQ & A 2
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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
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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.
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
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More ways to connect to each other
Source: HubSpot
Know where to start
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Avalanche!
Social Media StrategyGoal – 5000 Members16,000 ft
Strategy – reach out where they are
Tools
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You can choose how to start
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20 minutes a day - socialminutes.com
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What business owners need to do
Clarify Business Goals
ExtendBrand TacticBuild Strategy
Tools:AdvertisingPublic relationsDirect mailSocial media, etc.
Take a strategic approach
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Goal Strategy
Clarify Business ExtendBrand ToolsMarketing
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
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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Consulting LLC - All Rights Reserved
You can’t listen in a space without
Its about people and connections.
… signing on!
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Free Listening Tools
Technorati Search
Compete.com
TweetDeck Search
Search.Twitter.com
Trendrr
Addictomatic
Socialmention
Xeesm
Google Alerts
Google Reader
Google Analytics
Google Keyword
List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
This is you on Social Media
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Consulting LLC - All Rights Reserved
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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.
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• Completeness
• Where is Home
• Content
• Context
• Applications
• Network
Profiles for social media
Tip: Profile for social media sites
Use a headshot of just you (real picture)Complete the profile – picture, bio, linkDecide where “home” is. Primary email should be a gmail or yahoo accountUse 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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Consulting LLC - All Rights Reserved
Short-term Strategy
SEO and Social Media displace SERP
Make brand optimization a process
Optimize all digital assets
Don’t underestimate local search directories
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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
• Cross pollinate your media– Blogs– Podcasts– Videos – Photos – Presentations– Ebooks– News releases– PDFs– Slideshows– Event Directory
listings
What to Publish and Share
– 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
Make Use of Existing Material
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.
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Reserved
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Social Networking -
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Blogs
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Consulting LLC - All Rights Reserved
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Consulting LLC - All Rights Reserved
Create a #hashtagfor your event
Microblogging - Twitter
• Just 11% of users on Twitter are teenagers.
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foursquare
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Video - YouTube
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Consulting LLC - All Rights Reserved
Pictures - Flickr
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Business Networking - LinkedIn
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Social Media: Event Example
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Share the IAT
experience
Local News
papers
IATA - Tactics
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TouchFeelHearSeeRead
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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Consulting LLC - All Rights Reserved
Happy trails to you
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Happy Trails
ResourcesBooks
Rock the World with Your Online Presence by Mike O’NeillMost up to date LinkedIn book www.rocktheworldbook.com
Twitter Marketing : An Hour a Day by Hollis ThomasFacebook Marketing: An Hour a Day by Mari SmithBooks: Groundswell, Trust Agents, Six Pixels of Separation
BlogsLinkedIn - http://blog.linkedin.comIntegrated Alliances http://www.integratedalliances.com/blogWSC Blog - http://www.wendysoucie.comMashable – http://www.mashable.comSocial Media Today – http://www.socialmediatoday.comSocialMediaExaminer – http://www.socialmediaexaminer.comChris Brogan – http://www.chrisbrogan.comAll Facebook -
Slide Presentationshttp://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
Photo credits – Istockphoto.com and Wendy Soucie39
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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
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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching
Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie
Your Questions?