Manhattan Chamber v3 2015

GET SOCIAL or GET LEFT BEHIND: How Social Networking and Email Marketing Can Boost your Business and Personal Brand

Janet Handal Handal Associates Jeannette Paladino Write, Speak, Sell Amy Dean Keyword Communication Wendi Caplan-Carrol Constant Contact

Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved

Page 1

Agenda

n Overview

n Keywords - Marketing Media Foundation

n Wordpress Blog

n LinkedIn

n Facebook

n Twitter

n Creating Synergy Using Multiple Social Media

n Email Marketing


Page 2

SMALL BUSINESSES USE SOCIAL MEDIA & EMAIL MARKETING TO:

n  Build brand awareness

n  Provide customer service

n  Reach & acquire prospects

n  Cultivate relationships

n  Promote events & increase attendance

n  Close more business!


Page 3

WHY SHOULD YOU HAVE A STRATEGY?

n You can influence customer relationships at all points in their life-cycle.

n Make stronger connections and boost your business…


Page 4

ABOUT JANET HANDAL

n  Expert in digital marketing, including Social Media, Search Engine Marketing & Pay Per Click (PPC).

n  Led New Technology Initiatives at the Clinton White House

n  Have raised venture capital as founder 3 times

n  Broad and deep technology management experience

Janet Handal Handal Associates 30 Waterside Plaza | New York, NY 10010 Tel 212-683-5553 | Cell 679-6917 [email protected] http://www.linkedin.com/in/janethandal


Page 5

ABOUT JEANNETTE PALADINO

n  Internal & external communications pro with deep experience in professional services marketing

n  Skilled in interacting with C-suite executives

n  Experienced at managing global internal communications initiatives

Jeannette Paladino Writer-in-Chief Write Speak Sell 36 Sutton Place South| New York, NY 10022 Tel 212-308-4364 | Cell 917-572-3635 [email protected] http://writespeaksell.com http://twitter.com/jepaladino http://www.linkedin.com/in/jeannettepaladino http://facebook.com/jeannettepaladino


Page 6

ABOUT AMY DEAN

n  Creator of new keyword communications strategy integrating traditional & new media tactics, taking public relations to next level

n  Known for having an uncanny ability to create compelling content

n  Co-creator of http://tweetexorcist.com/, website that exposes Twitter ghosts

n  Recognized & quoted in USA Today, BusinessWeek.com & PR Week

Amy Dean President Dean Public Relations Phone: 708-445-8258 Amy@Twitter: @amyjdean http://www.keywordcommunication.com


Page 7

WHY ALL THE BUZZ ABOUT SOCIAL MEDIA? IT’S BIG!

124 Million

23 Million

15 Million

84 Million

UNIQUE VISITORS

26 Million

30 Million

10 Million


Page 8

COMPANIES ARE USING SOCIAL MEDIA FOR…


Page 9

COMPANIES SEE MANY BENEFITS TO SOCIAL MEDIA


Page 10

FACEBOOK and TWITTER ARE MOST POPULAR WITH COMPANIES


Page 11

UNDERSTANDING THE VIRAL NATURE OF SOCIAL MEDIA

124 Million

23 Million

15 Million

84 Million

UNIQUE VISITORS

26 Million

30 Million

10 Million

250 Million Active Users

50 Million Active Users


Page 12

TWITTER - VIRAL REACH OF SOCIAL MEDIA

2,077

7,087

10,396 109

116

188


Page 13

INSIDE OUT PUBLIC RELATIONS - USING SOCIAL MEDIA

n  Empower employees to serve as brand ambassadors

n  Manage from the top down, bottom up & across disciples

n  Senior executives set example using social networks

n  Employees –  establish branded accounts

–  comment on the blogs & articles of executives,

–  retweet their tweets,

–  Digg their content, etc.


Page 14

GETTING STARTED

Begin with Marketing Basics

n Who is your target market?

n What are your business objectives?

n Key Messages?

n Keywords?


Page 15

KEYWORDS ARE THE FOUNDATION


Page 16

KEYWORDS: GETTING STARTED

n Develop list of about 20 relevant keywords

n Use Google External Keyword Tool

n Search to determine frequency term is searched

n Select best 3 or 4

n Use them across all communications

n Repeat & refine


Page 17

Keyword Example

https://adwords.google.com/select/KeywordToolExternal


Page 18

Agenda

n Social Media Overview


n Wordpress Blog


Page 19

Page 19

n  Two types of WordPress Blogs —  WordPress.com

—  WordPress.org

n  Blog is central component of social media strategy

n  Content management system allows personalization, edit yourself

n  One-click distributes content to other social media sites, i.e., Twitter, Facebook, Digg, Delicious, etc.

n  Photos, videos, podcasts

n  Linking to other sites increases SEO rankings

n  Build your community, enhance brand, direct sales w/affiliate links

26 Million Unique Users in September

WORD PRESS BLOG– KEY FEATURES


Page 20

Page 20

WORDPRESS: GETTING STARTED

n  Go to http://wordpress.com/ register, choose theme, pick blog name, easy instructions to get started

n  USE KEYWORDS! Can attach blog to your existing website

n  Upload your logo or photo

n  Set a schedule for blogging, minimum of once a week – Google rewards new content

n  Invite comments

n  Comment on other blogs to build brand and SEO rankings

n  Consider a self-hosted blog which will serve as your website

n  Blogs targeted to diverse audiences, i.e., Gays Without Borders, readers of gay romance novels, etc.


Page 21

Page 21

WORDPRESS BLOG: BEST PRACTICES

http://www.problogger.net/: Darren Rouse makes money on his blog, affiliate links, photography business

http://www.marismith.com/ Mari Smith set herself up as Facebook expert, started for-profit international social media group, paid seminars


Page 22

Agenda



n Wordpress Blog

n LinkedIn


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n  Geared to business, not social like Facebook

n  “Link” or connect with people you know; make new connections

n  Promote your brand

n  Build your network

n  Nurture relationships

n  A robust Profile is essential

n  Can join up to 50 Groups; ask & answer questions, submit News items, comment on Discussions

n  Can have Private conversations like Facebook & Twitter


LINKEDIN– KEY FEATURES


Page 24

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LINKEDIN: GETTING STARTED

n  Go to http://www.linkedin.com/register, set up profile & upload photo

n  Import contacts from your CRM data base and email contacts

n  Reach out and invite business colleagues to join your network and accept invitations

n  Use Search function to find people, companies, jobs, answers, inbox, groups

n  Many LGBT groups: LGBT Professional Network Global & subgroups, i.e., Greater NYC LGBT; LGBT Law Assn. of Greater NY, Gay City News.

n  Ask your 1st links for introductions to their connections

n  Start conversations, build relationships

n  Connect in person


Page 25

Page 25

LINKEDIN: BEST PRACTICES

Jason Alba out of work 3 years ago; now leading LinkedIn expert; speaker, author, consultant; started Jibber Jobber website for job seekers; built eminence through LinkedIn.

Social media in its infancy. Opportunity to establish yourself as leader in your industry. Start blog. Form your own Group on LinkedIn.


Page 26

Agenda



n Wordpress Blog

n LinkedIn

n Facebook


Page 27

FACEBOOK: KEY FEATURES

n  Profiles & Pages —  Profile (personal) or “Friend” pages

—  Fan or “Business” Pages

n  Online extension of social graph

n  Shared conversation

n  Profile - Segregate personal & professional friends

n  Photos, videos, podcasts

n  Groups

n  Discussion Pages

n  Organize & RSVP events

n  Many other applications



Page 28

FACEBOOK: GETTING STARTED

n  Quickly Study How Competitors use FB

— Spend 15 minutes per each

n  Register and set up “Fan” page

n  Upload your logo or photo

n  Complete Company Info, Upload Videos, Poscasts, Discussion & Custom Pages, etc.

n  Post an introduction

n  Invite Your Customers to Become Fans

n  Refresh content - add fun things

n  Auto-publish blog & Twitter to Facebook

n  Join relevant groups, join discussions

n  Friend those you have engaged



Page 29

FACEBOOK: BEST PRACTICES


Page 30

Agenda



n Wordpress Blog

n LinkedIn

n Facebook

n Twitter


Page 31

TWITTER: KEY FEATURES

n  Microblogging (What are you doing?)

n  Follow & be followed

n  Public & private messages

n  Blocking & locking

n  Hashtags # to customize conversations

n  List building

n  Replace RSS

n  Search people & topics


Page 32

TWITTER - GETTING STARTED

1.  Create an account including profile information (160 characters)

2.  Follow rules of engagement

3.  Find people to follow (People you know, they know and you want to know)

4.  Listen, engage, retweet

5.  Balance self-promotion with selfless service (80/20)

6.  Maximize time with management tools


Page 33

TWITTER - LESSONS LEARNED

Customer service

Crisis management

Free giveaways

B2B Brand building

Driving sales


Page 34

Twitter Resources

Tweetdeck (organize stream into all followers, mentions, DMs and searches) http://www.tweetdeck.com/beta/

Tweetbeep (automatic Twitter keyword alerts) http://tweetbeep.com/

Topsy (Twitter search) http://topsy.com/

Twellow (Twitter yellow pages) http://www.twellow.com/

Listorious (database of Twitter lists) http://listorious.com/

Socialoomph (Twitter automation tools) http://www.socialoomph.com/

Social Too (daily alerts on who follows you and unfollows you) http://socialtoo.com/

Twitter Karma (shows who is following you back and who isn’t) http://dossy.org/twitter/karma/


Page 35

Agenda



n Wordpress Blog

n LinkedIn

n Facebook

n Twitter



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n  Write web and blog posts regularly - 2x a week

n  Use distribution tool to automatically update posts Facebook, LinkedIn, Twitter & other social media

n  Add share tools to your blogs and web posts

n  Put your Inside-Out Public Relations Wingmen to work

n  Regularly update customers on what’s happening

n  Collect email addresses on all website & blog pages

CREATING SYNERGY, BUILDING VIRAL BUZZ


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BROAD DISTRIBUTION IS SIMPLE & QUICK


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WALK BEFORE YOU RUN

n  Pick one social media you think best suited for your company to begin with

n  Study best practices before you begin

n  Make a time commitment & schedule it

n  Remember to use your keywords, particularly in company descriptions

n  Use simple distribution tools to enhance reach

n  When ready, begin another social media


Page 39

Agenda



n Wordpress Blog

n LinkedIn

n Facebook

n Twitter


n Email Marketing


Page 40

Thank You. Amy Dean

President Dean Public Relations Phone: 708-445-8258 Twitter.com/amyjdean www.keywordcommunication.com

Jeannette Paladino Writer-in-Chief Write Speak Sell 36 Sutton Place South| New York, NY 10022 Tel 212-308-4364 | Cell 917-572-3635 [email protected] writespeaksell.com twitter.com/jepaladino www.linkedin.com/in/jeannettepaladino facebook.com/jeannettepaladino

Janet Handal Handal Associates 30 Waterside Plaza New York, NY 10010 Tel 212-683-5553 | Cell 679-6917 [email protected] www.linkedin.com/in/janethandal

Manhattan Chamber v3 2015

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Transcript of Manhattan Chamber v3 2015