Download - 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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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!
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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…
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 8
COMPANIES ARE USING SOCIAL MEDIA FOR…
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 9
COMPANIES SEE MANY BENEFITS TO SOCIAL MEDIA
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 10
FACEBOOK and TWITTER ARE MOST POPULAR WITH COMPANIES
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 12
TWITTER - VIRAL REACH OF SOCIAL MEDIA
2,077
7,087
10,396 109
116
188
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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.
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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?
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 15
KEYWORDS ARE THE FOUNDATION
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 17
Keyword Example
https://adwords.google.com/select/KeywordToolExternal
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 18
Agenda
n Social Media Overview
n Keywords - Marketing Media Foundation
n Wordpress Blog
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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.
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 22
Agenda
n Social Media Overview
n Keywords - Marketing Media Foundation
n Wordpress Blog
n LinkedIn
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 23
Page 23
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
15 Million Unique Users in September
LINKEDIN– KEY FEATURES
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 24
Page 24
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 25
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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.
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 26
Agenda
n Social Media Overview
n Keywords - Marketing Media Foundation
n Wordpress Blog
n LinkedIn
n Facebook
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
124 Million Unique Users in September
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
124 Million Unique Users in September
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 29
FACEBOOK: BEST PRACTICES
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 30
Agenda
n Social Media Overview
n Keywords - Marketing Media Foundation
n Wordpress Blog
n LinkedIn
n Facebook
n Twitter
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 33
TWITTER - LESSONS LEARNED
Customer service
Crisis management
Free giveaways
B2B Brand building
Driving sales
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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/
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 35
Agenda
n Social Media Overview
n Keywords - Marketing Media Foundation
n Wordpress Blog
n LinkedIn
n Facebook
n Twitter
n Creating Synergy Using Multiple Social Media
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 36
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 37
BROAD DISTRIBUTION IS SIMPLE & QUICK
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 38
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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
Page 39
Agenda
n Social Media 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
Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved
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