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Manage and Maximize Your Professional Presence Online InBusiness Madison Business Expo
The document outlines strategies for enhancing brand visibility and reputation through social media and online presence, emphasizing the importance of professional networking and effective communication. It provides insights on brand building, content sharing, and maintaining an online reputation, along with practical tools and methods for monitoring social media impact. The author, Wendy Soucie, offers consulting services in social media strategy and marketing best practices.
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Manage and Maximize Your Professional Presence Online InBusiness Madison Business Expo
- 2. InBusiness Expo Oct. 19, 2011 | Madison, Wi ! B2B Experience – professional services, manufacturing, engineering, architecture, accounCng, IT consulCng service firms. ! Unique focus -‐ technical products (Lead GeneraCon, Sales, MarkeCng, Product Development) ! 25 years + experience ! Based in the Midwest with naConal reach.
- 3. “If you lose money for the firm based on bad decisions, I will be understanding. If you lose reputa;on for the firm, I will be ruthless.” Warren Buffet
- 4. Search For Your Online Brand ! Brand You ! Company Brand ! Product Brand 4
- 5. 105 – 4/09 Website 30,500 – 2/11 135,000 9/11 167,000 10/11 Twitter LinkedIn Directories and Social MulCmedia Address Books Podcast Facebook 5
- 6. What is found in your video or image search
- 7. Website FaceBook Flickr Google+ 7
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- 10. Change Your Thinking! ! 78% trust recommendaCons from social graph ! 90% of B2B buyers trust peer reviews 10
- 11. ORM: Paint Your Own Picture ! Aligning business goals & objecCves ! Get found ! Have content to share ! Be serious about listening and engaging ! Measure success 11
- 12. Build a Social Media Business Strategy Goal (Business Goal) 16,000 i Strategy (Aligned with Goals) Tools (Selected to fulfill strategy) 12 © Copyright 2003-‐2010 -‐ Wendy Soucie ConsulCng LLC All Rights Reserved
- 13. Social Media MarkeCng Framework Monitor the market conversaCon IdenCfy and Understand the impact Measure, engage the influencers Rinse, Repeat Empower Maximize consumer digital asset advocates distribuCon Source: IBM Sales Teams and the Business Value of Social Soiware 2008
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- 15. Monitor the Market ConversaCon Analyze and understand your market from a social point of view ! Do an audit of your ecosystem ! Monitor -‐ Customer -‐ Brand or products -‐ Partner or vendors SocialMedia-‐Academy.com -‐ CompeCCon 15 © Copyright 2009 Wendy Soucie ConsulCng LLC -‐ All Rights Reserved
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- 17. 17 Source: Neicole Crepeau
- 18. Define Monitoring Process ! Listen to the ecosystem – Google Alerts to start – Build a search on Twi_er • Search.twi_er.com • Summize.com – Blogs use TechnoraCc – MulCmedia – Alltheweb.com h_p://searchenginewatch.com/arCcle/2066693/MulCmedia-‐SearchEngines-‐Image-‐Audio-‐Video-‐ Searching Paid tools are more robust 18 © Copyright 2009 Wendy Soucie ConsulCng LLC -‐ All Rights Reserved
- 19. A Process For Ecosystem Building ! Network ! Contribute ! ParCcipaCon SocialMedia-‐Academy.com • Track so you can begin to measure ROI and social capital value 19 © Copyright 2009 Wendy Soucie ConsulCng LLC -‐ All Rights Reserved 19
- 20. Network Building Process Business Profiles Network Contribute ParCcipate ApplicaCons 20
- 21. Establishing a profile I already have a profile -‐ so what do I do now? 21 © Copyright 2009 Wendy Soucie ConsulCng LLC -‐ All Rights 21 Reserved
- 22. Establishing a profile The profile is more than your picture and name Ø Consistency of brand message Ø Claim profile name in all places (www.knowem.com) Ø Keyword – market phrase focused Tip: Build it in a separate word document 22 22
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- 24. Key a_ributes of any profile ! Image – headshot of just you ! Look and feel – Website, Twi_er, Virtual CV, Slideshare ! Link back to key sites – website, blog, social media link (www.xeesm.com) ! Profile name – Use your real name. Know the difference between personal profile/company brand profile 24
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- 30. Get Facebook & Google together • Step One: Clean Up Your Profile • Step Two: Change Your Privacy SeEngs to Public • Step Three: Use Your Actual Name • Step Four: Don’t Forget Your Vanity URL – facebook.com/wendy.soucie • Step Five: Links! • Wendy Soucie on Facebook“ would be a good link but “Wendy Soucie on Facebook “ would not). • Add the properly worded link to other social profiles
- 31. NCP Model -‐ Networking • Network size does ma_er 31 31
- 32. Goals determine size of network • Sales and markeCng – Large and diverse • Customer Service – broad • C-‐Level -‐ possible selecCve at C-‐level • HR – large at the recruiCng level, select at the execuCve level • Product Manager – broad/ large or small • Engineering / Manufacturing -‐ SelecCve 32
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- 34. Where to Monitor FREE Paid • Google Alerts – google.com/ • Radian6 -‐ /month + alerts • Alterian $500/month, • Yahoo Alerts – ScoutLabs – starCng $250/ alerts.yahoo.com month (Free version) • RSS feed subscripCons to BrandsEye – StarCng at $1 search results: USD/month • TechnoraC, Feedster, Naymz – Premium service is Yahoo & Google News, $9.95 USD/month BlogPulse, LinkedIn ReputaConDefender’s • Social Media via tags MyReputaCon – $14.95 USD/ • tagbulb.com, month tagfetch.com, keotag.com Trackur – StarCng at $18 USD/ month
- 36. What is the content of value you have to share? 36 ContribuSon 36
- 37. Cross Pollinate Your media – Blogs – Podcasts – Videos – Photos – Ebooks – PDFs – Slideshows – PresentaCons – News releases – Event Directory lisCngs Wordle.net 37
- 38. What to Publish and Share
- 39. Use ExisCng Digital Material – Emails > blog posts – Forum posts > blog posts – Blog posts > presentaCons – PresentaCons > blogs – Event video > blog post – Interview clients > blog – Company info > public reports – Company info > presentaCons
- 40. ParCcipaCon is the Social Capital
- 41. ParCcipaCon • Feedback or consumpCon is MOST important. – Comments – ReacCon – AcCon – Evangelism 41
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- 44. Social engagement -‐ the right way Measure and track success 44
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- 50. When things go wrong If you find a negaCve situaCon: ! Research – what is the truth ! If not, provide the facts and ask for correcCons ! If yes, then offer to discuss ! Be ready to respond with your own blog ! Be honest, be transparent and LISTEN
- 51. Avoiding Bad Reviews h_p://540seo.com/are-‐online-‐reviews...-‐your-‐business
- 52. Personal Brand Strategy • Clarify – How are going to achieve an objecCve? • Build social – What element of plan extends into social and how will you brand it? • Learn from others – Is it tailored to your situaCon? • Be realisCc – What resources? • Get training – Do you know how to apply the tools? • Sustainable – Only take on what you can sustain long term. You can always add more. • Define success – Can you agree on measurement? Business Clarify Brand Extend MarkeCng Tools © Copyright 2009 Wendy Soucie 52 ConsulCng LLC -‐ All Rights Reserved
- 53. Make yourself a plan 1. Make sure you are found -‐ search opCmize digital assets 2. Manage it 3. Humanize your brand 4. OpCmize good news 5. Respond to posiCve and negaCve 6. Amplify and create evangelists 7. Track and measure
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- 55. Wendy Soucie ConsulCng provides: ! Social media assessments ! Social media strategy ! MarkeCng best pracCces ! Thought leadership strategies ! Training on tools ! ImplementaCon help and coaching ! Manufacturing experience ! Technical Product ExperCse Social web links: h_p://xeeME.com/wendysoucie 55 55
- 56. Partnerships | Strategic Alliances | Joint Venture • Wendy Soucie ConsulCng • Social Business ConsulCng Group (Sobizco) • End Result MarkeCng • Nurture markeCng and research • Social Media Academy • CerCfied Social Media Consultant • Founding Member, Alumni, Faculty • Black Diamond Consultant • XeeMe – Social CRM • Business Partner – Wisconsin • IA CerCfied LinkedIn and Social Media Trainer • Images from IstockPhoto.com & WSC • Find me at h_p://XeeMe.com/wendysoucie 56