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© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights
Reserved
The Case of Non Profits Using Social Media
to Build Community UW Superior, April 5, 2011
25 years + experience Certified social media strategistCertified LinkedIn Trainer, Social Media Campaign ManagerBased in the Midwest with national reach
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© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved
The new reality of the Internet
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It took television 13 years to reach 50 million users;
It took Facebook 2 years to reach 50 million users.
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© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved
Social Media: • Brand – building awareness
local 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
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More ways to connect to each other
Source: HubSpot
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© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved
5 Rules for social media• Listen then hear• Grow your network• Contribute • Participate• Be a trust agent • Decide what success looks like
It takes time to do all this.
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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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Goal Strategy
Business• Clarify
Brand• Extend
Marketing• Tools
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
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Source: Beth Kantar
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Time
Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building
Time, tools and tactics
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Micro blog
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
Easier adoption for SMB
Consider resources before tools
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Free Listening ToolsTechnorati SearchCompete.comTweetDeck SearchSearch.Twitter.comTrendrrAddictomatic
Google AlertsGoogle ReaderGoogle AnalyticsGoogle Keyword
List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
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© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 12
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
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© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved
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
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Short-term Strategy
SEO and Social Media displace SERPMake brand optimization a processOptimize all digital assetsDon’t underestimate local search
directories
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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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© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved
Tip: Ways to use social media effectively • Sign up for an account, spend a week listening• Invite people to 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 event, 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 event – submit to a blog or
online publication
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Wordle.net
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• Publish and Share– Blogs– Podcasts– Videos – Photos – Presentations– Ebooks– News releases– PDFs– Slideshows– Event Directory
listings
Cross Pollinate Your Media
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– Emails > blog posts– Forum posts > blog posts– Blog posts > presentations– Presentations > blogs– Event video > blog post– Interview clients > blog– Interview > podcast– Interview > video– Company info > public reports– Company info > presentations
Make Use of Existing Material
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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
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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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foursquare
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Video - YouTube
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Pictures - Flickr
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Business Networking -
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Non-Profits and Social Media: Examples
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• OBJECTIVE: Educate trainers and parents, be trusted, Win grant
• STRATEGIES: Build profiles where adults and kids are, share content from kids, entertain and inform, ask for the vote
ProjectGirl.org (NonProfit)
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ProjectGirl.org - Tactics
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Email Campaign
Group
Page & Profile
Email Marketing
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ThriveHere.org• OBJECTIVE: Promotion of
the region, businesses, the organization and project work.
• STRATEGIES: Increase traffic to website, known as an economic driver in region, cross pollination
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ThriveHere.org - Tactics
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Ice Age Trail Alliance• OBJECTIVE: Grow to
5000 members, broaden diversity, extend trail, engage with all partners
• STRATEGIES: Listen, create evangelists, show family fun, engage GenY, share the experience
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IATA - Tactics
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New Website!
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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Story – Lodi IAT Bridge Dedication• Attended dedication• Took video & pictures • Recorded 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
• #1 for Google Search - IAT videos
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But what happens tomorrow?
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© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved
Socialminutes.com Initiative• Create a spreadsheet with 10-20 of your donors, sponsors or
partners• Look for them on LinkedIn, Facebook, Twitter• Connect where you can, watch where you can, see what they
are saying and doing.• Check them out every other day• At the end of 2 weeks, do you know them better, have you been
able to have more contact than in the past?
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© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved
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 SmithOther Books: Groundswell, Trust Agents, Six Pixels of Separation
BlogsLinkedIn - http://blog.linkedin.comWSC Blog - http://www.wendysoucie.com Mashable – http://www.mashable.comSocial Media Today – http://www.socialmediatoday.comSocialMediaExaminer – http://www.socialmediaexaminer.com Chris Brogan – http://www.chrisbrogan.com All Facebook - http://allfacebook.com
Slide Presentations - http://www.slideshare.net/wsoucieYouTube Channel - http://www.youtube.com/user/wendysoucieSocial Media Club - http://socialmediaclub.orgSocial Media Breakfast - http://socialmediabreakfast.com
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Partnerships | Strategic Alliances | Joint Venture
• Wendy Soucie Consulting • Founder/Principal
• Social Business Consulting Group (Sobizco) • 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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