Post on 23-Jan-2018
Premier Date: April 27, 2016
SEO/Social Media & Other PR
101
ADVISING THE START- UP 2016 SERIES
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 2
WE WOULD LIKE TO TAKE THIS OPPORTUNITY
TO THANK OUR SPONSORS
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 3
meet the faculty
PANELISTS
Josh Inglis Propllr
Joy Schoffler Leverage PR
Eric Ziegenhagen Handmade Social Media
MODERATOR
Michael Brandess,
Sugar Felsenthal Grais & Hammer LLP
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 4
Practical and entertaining education for business owners and executives, accredited investors, and their legal and financial advisors. For more information, visit
www.financialpoise.com
DISCLAIMER:
THE MATERIAL IN THIS PRESENTATION IS FOR INFORMATIONAL PURPOSES ONLY. IT SHOULD NOT
BE CONSIDERED LEGAL ADVICE. YOU SHOULD CONSULT WITH AN ATTORNEY TO DETERMINE
WHAT MAY BE BEST FOR YOUR INDIVIDUAL NEEDS.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 5
about this webinar
How does a young company build its brand and create buzz? Marketing and
public relations in the twenty‐first century almost certainly must include
building a social media presence and understanding the ins and outs of SEO
(search engine optimization). But marketing doesn’t end there. Developing an
approach is very much a matter of understanding a startup’s target audience—
and accordingly, a strategic marketing and PR plan is a necessity. However,
and importantly, marketing and PR are often quicksand for the new business.
While creativity is invited into the process, it is important to create a marketing
budget and live within its parameters. Planning ahead will guard against
wasted time and money, two assets in short supply for most startups. This
webinar provides the entrepreneur and his or her advisors with an overview of
some of basic marketing strategy for startups.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 6
about this series
The initial stages of the life of a business present novel and exciting challenges. While emotion,
energy and great aspirations are the mark of a startup, financing, infrastructure and a grounded
marketing plan are the fuel which propel a business forward.
Whether dealing with starry-eyed first time entrepreneurs or established professionals starting their
own businesses, many of the principal concerns remain the same: (i) raising capital; (ii) finance and
accounting; (iii) human resources; and (iv) developing and executing a marketing plan. As the market’s
taste for startups continues to grow, opportunities to participate, advise and facilitate their growth are
plentiful.
Join some of the leading experts in this unique and growing field as they discuss- in plain English for
the non-expert- the basics and the fundamentals of advising a startup.
As with all Financial Poise webinars, each episode in the series is designed to be viewed
independently of the other episodes, and listeners will enhance their knowledge of this area whether
they attend one, some, or all of the programs.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 7
episodes in this series
EPISODE #1 Raising Capital: Negotiating with Potential Investors 1/27/2016
EPISODE #2 Finance & Accounting 101 2/24/2016
EPISODE #3 HR 101 3/23/2016
EPISODE #4 SEO/Social Media & Other PR 101 4/27/2016
Dates above are premier dates All webinars also available On Demand through West LegalEd Center and Vimeo
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 8
Importance of Social Media in Business
Top 10 Benefits of Social Media for Startups
1. Increased brand recognition
2. Improved brand loyalty
3. Increased opportunities to convert
4. Higher conversion rates
5. Higher brand authority
6. Increased inbound traffic
7. Decreased marketing costs
8. Better search engine rankings
9. Richer customer experiences
10.Improved customer insights
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 9
Knowing Your Target Market
Types of Audience
Current clients
Potential clients
Associates of current/potential clients
Journalists/Editors
Bloggers
Suppliers
Thought leaders
Target Considerations
Age
Location
Gender
Education
Interests
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 10
Content Distribution / Amplifying PR
Three main channels of content distribution:
Owned media includes the channels that
belong to you, where you control the
content. This can be your blog, website,
email newsletter, and social media profiles.
Earned media involves others sharing your
content. This can take the form of social
media shares, guest posts, media
coverage, and product reviews.
Paid media is the exposure you pay for, be
it pay-per-click ads, display ads, social ads,
or otherwise.
https://blog.bufferapp.com/content-
distribution-tools
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 12
Lead Generation
Think of lead generation as gathering
intelligence on your customers. You’re
getting to know:
• What your target audience is
interested in
• Which products you could potentially
sell to them
• What their pain points are
• How you can eventually turn them
into paying customers
http://sproutsocial.com/insights/social-media-lead-generation/
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 13
Customer Acquisition
With social media however, the conversion is not typically driven
directly from the platform, leaving many without a clear picture of
how social media helps their businesses. Despite these issues,
many businesses are finding social media can drive results.
The other side of the coin is the customer. While businesses may
be concerned about ROI and wonder how social media can help
drive revenue, customers increasingly turn to social media to talk
to businesses and get recommendations on products and
services from their peers.
In fact, 77 per cent of brand conversations on social media are
people looking for advice, information, or help. As a business, it’s
your job to listen, respond, and give customers and potential
customers the information they need. If you do, you’ll be
rewarded.
-https://www.salesforce.com/ca/blog/2015/05/How-to-Utilize-
Social.html
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 14
Building a Community
Genera
l T
ips • Stay brand
consistent
• Blogging
• Follow to be followed
• Engage in a conversation
• Be personable
• Be professional
• Network
• Quality over Quantity
An engaged social media community is integral to your success
online. It’s the very reason businesses join social networks in
the first place. Your social media community isn’t just
composed of prospective buyers; it’s also full of potential
advocates—the people who will spread your message beyond
your reach to their own networks. In a business climate
where 92 percent of people trust earned media, such as
recommendations from friends and family, above all other
forms of advertising, these social media advocates are
indispensable.
- https://blog.hootsuite.com/the-3-stages-of-building-social-media-community/
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 15
Social Media Research Data / APIs
The social media has wealth of information available to an
online marketer to use in enhancing their business
marketing strategies. Big data collection is embedded
within the social media and you can extract it using social
media apps. APIs build a convenient programming
environment between the application and a social media
website to pull out and extract features that will be helpful
to your social media marketing efforts.
- http://www.business2community.com/social-media/social-media-apis-data-collection-
strategies-0887426#iQO83mKpOJXZXVVd.99
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 16
What are SEOs?
SEO is a marketing discipline focused on
growing visibility in organic (non-paid) search
engine results. SEO encompasses both the
technical and creative elements required to
improve rankings, drive traffic, and increase
awareness in search engines. There are many
aspects to SEO, from the words on your page
to the way other sites link to you on the web.
Sometimes SEO is simply a matter of making
sure your site is structured in a way that search
engines understand.
-https://moz.com/beginners-guide-to-seo
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 17
Search Engine Optimization Tips
Make
your site
easier to
navigateNotify
search
engines
of
mobile
sites
Create
unique
title tags
for each
pageOffer
quality
content
and
services
Use
brief but
descripti
ve titles
Guide
mobile
users
accurate
ly
Write
better
anchor
testMake
use of
webmas
ter tools
Improve
structure
of your
URLs
Accurate
ly
describe
page’s
content
Optimize
your use
of
images
http://static.googleusercontent.com/media/www.google.com/en//webmasters/doc
s/search-engine-optimization-starter-guide.pdf
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 18
Importance of Social Media in Business
Facebook is now responsible for a whopping 15.8 percent of total time
spent on the internet
Nearly one out of every three Americans receives
their news through Facebook.
40 percent of people socialize more via social media sites than they do
face-to-face.
The average Twitter user spends 170 minutes per
month on the site or mobile application.
The average social shopper spends an
average of $140 when coming from Pinterest and
$60 when coming from Facebook.
http://www.inc.com/samuel-edwards/a-social-media-guide-for-startups-and-entrepreneurs.html
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 19
Budgeting Tips
Word-of-mouth marketing has always been a
startup's best chance of success when working
with a limited budget. Thankfully, the internet has
significantly accelerated the pace at which word-of-
mouth marketing takes place. Specifically, social
media has made it possible for small startup
businesses to reach millions of consumers with the
click of a button.
-http://www.inc.com/samuel-edwards/a-social-media-guide-for-startups-and-
entrepreneurs.html
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 20
More About The Faculty:
D
MICHAEL BRANDESSmbrandess@sugarfgh.com
Michael A. Brandess, an attorney at Sugar Felsenthal Grais & Hammer LLP in the firm’s Bankruptcy, Reorganization & Creditors’
Rights practice group, is consistently recognized for his dedicated and zealous representation for his clients, finding the most
efficient and creative solutions, securing his clientele the most value for their claims. Michael’s practice focuses on representing
creditors, debtors and creditors’ committees in complex corporate restructurings.
Michael has a wealth of experience representing both secured and unsecured creditors in complex restructurings and liquidations
across the country, in industries ranging from real estate, construction, retail, financial services, telecommunications and
restaurant franchises. Michael represents secured lenders both before and during insolvency proceedings, protecting his clients’
collateral from diminution of value, so they may realize a higher return. Additionally, he has successfully represented asset
purchasers in complex bankruptcy sales, creditors’ committees in difficult reorganizations and liquidating trustees and plan
administrators during the wind-down of multi-million dollar bankruptcy estates.
Michael’s experience extends across the country, having represented his clients in complex bankruptcy matters before the U.S.
Bankruptcy Courts for the Southern District of New York, the District of Delaware, the Southern District of Florida, the District of
Arizona, the Central District of California, the Southern District of Texas and the Northern District of Illinois.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 22
More About The Faculty:
D
23
JOSH INGLIS
josh@propllr.com
Josh Inglis is the founder and principal of Propllr, a PR and content marketing firm
that helps startups and technology companies gain visibility and credibility with key
audiences. His first foray into technology came in 1981 when he bought a Sinclair ZX-
81 - complete with 64k RAM cartridge - with his paper-route, mowing and snow-
shoveling earnings. Josh is a regular mentor at SXSW and with various startup
incubators and accelerators.
Clients: Start-ups, IoT, Education, Healthcare, Cord-Cutting, e-Commerce, Insurance,
Manufacturing, UX/UI, Personal Finance, Financial Markets, Hedge Funds
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™
More About The Faculty:
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24
JOY SCHOFFLERjoy@leverage-pr.com
Joy Schoffler, principal of Leverage PR, is a nationally recognized author and speaker
in the field of innovative financial services marketing and communication. Prior to
launching Leverage PR, Joy served as director of acquisitions for an Inc. award-
winning private equity firm. Joy has written for a number of publications including:
Entrepreneur.com, Social Media Monthly and MarketingProfs, among other outlets.
She is a contributing author for the Wiley-published Bloomberg Media book
“Crowdfunding: The Ultimate Guide to Raising Capital on the Internet.”
Her expertise in helping issuers and investment firms market themselves to the
accredited investment community has additionally led to Joy being featured in a
number of outlets including: CNBC, Forbes, Inc., Reuters, Yahoo! Small Business and
dozens of other niche sites.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™
More About The Faculty:
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25
ERIC ZIEGENHAGEN
ericzieg@yahoo.com
Eric creates and manages social media for luxury hospitality brands, with a unique combination of
brand strategy, service, prospecting, engagement, publicity, and nuanced writing and photography.
In 2011, 2012, and 2014, the top-rated U.S. hotel awarded by TripAdvisor and Travel + Leisure was a
hotel I represented and embodied online. During these years, these hotels were also awarded top
awards by Conde Nast Traveller, Wallpaper, Robb Report, Forbes, and other publications.
Being the “digital voice” for these world-class luxury hotels meant embodying their extraordinary
service, design, and experience on a daily basis. Cultivating a community among the
hotels’ prospective and return guests directly led to the ability to organize and “get out the vote” from
the hotels’ loyal guests and brand champions.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™
Visit www.eisneramper.com
EisnerAmper. Let's Get Down to Business®
EisnerAmper LLP is a leading full-service advisory and accounting firm, and is among the largest in the United States. We provide audit, accounting, and tax services, as well as corporate finance, internal audit and risk management, litigation services, consulting, private business services, employee
benefit plan audits, forensic accounting, and other professional advisory services to a broad range of clients across many industries. We work with high net worth individuals, family offices, closely held businesses, start-ups, middle market and Fortune 500 companies. EisnerAmper is PCAOB-registered and provides services to more than 200 public companies and to thousands of entities spanning the hedge, private equity, brokerage and insurance
space in the financial services marketplace. As companies grow we help them reach their goals every step of the way.With offices in New York (NY), New Jersey (NJ), Pennsylvania (PA), California (CA), and the Cayman Islands, and as an independent member of Allinial
Global, EisnerAmper serves clients worldwide.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 26
www.financialpoisewebinars.com© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 28
50,000 +
Weekly
newsletter
subscribers
15,000 +
website
Visitors
per month
10,000 +
webinar
attendees
per year
business owners
& executives
Attorneys
Accountants
Bankers
Business brokers
Consultants
Commercial lenders
debt traders
Developers
Entrepreneurs
high net worth
investors
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50,000+ WEEKLY NEWSLETTER SUBSCRIBERS
15,000+ MONTHLY WEBSITE VISITORS
10,000+ YEARLY WEBINAR ATTENDEES
PODCASTS, E-BOOKS AND MORE
educating
various constituents about
risks & rewards involving
financially distressed
businesses
educating
investors
about
options
beyond
publicly traded securities
educating
business owners
&
executives
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 30
About Financial Poise™
DailyDAC, LLC, d/b/a Financial Poise™ provides continuing education to business
owners and executives, investors, and their respective trusted advisors. Its
websites, webinars, and books provide Plain English, sometimes entertaining,
explanations about legal, financial, and other subjects of interest to these
audiences.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 31
The ChamberWise™ Education Consortium is a resource for Chambers
of Commerce to provide its members with valuable member benefits by
offering relevant business education webinars; and generate revenue
for the Chamber as well.www.chamberwise.org
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 32
Important Notes
• THE MATERIAL IN THIS PRESENTATION IS FOR GENERAL EDUCATIONAL PURPOSES ONLY.
• IT SHOULD NOT BE CONSIDERED LEGAL, INVESTMENT, FINANCIAL, OR ANY OTHER TYPE OF ADVICE ON WHICH YOU SHOULD RELY.
• YOU SHOULD CONSULT WITH AN APPROPRIATE PROFESSIONAL ADVISOR TO DETERMINE WHAT MAY BE BEST FOR YOUR INDIVIDUAL NEEDS.
© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 33