1. 1. 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
2. 2. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 1 Agenda nOverview nKeywords - Marketing Media Foundation nWordpress Blog nLinkedIn nFacebook nTwitter nCreating Synergy Using Multiple Social Media nEmail Marketing
3. 3. 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!
4. 4. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 3 WHY SHOULD YOU HAVE A STRATEGY? nYou can influence customer relationships at all points in their life-cycle. nMake stronger connections and boost your business
5. 5. 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 janet@handal.com http://www.linkedin.com/in/janethandal
6. 6. 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 jpaladino@writespeaksell.com http://writespeaksell.com http://twitter.com/jepaladino http://www.linkedin.com/in/jeannettepaladino http://facebook.com/jeannettepaladino
7. 7. 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
8. 8. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 7 WHY ALL THE BUZZ ABOUT SOCIAL MEDIA? ITS BIG! 124 Million 23 Million 15 Million 84 Million UNIQUE VISITORS 26 Million 30 Million 10 Million
9. 9. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 8 COMPANIES ARE USING SOCIAL MEDIA FOR
10. 10. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 9 COMPANIES SEE MANY BENEFITS TO SOCIAL MEDIA
11. 11. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 10 FACEBOOK and TWITTER ARE MOST POPULAR WITH COMPANIES
12. 12. 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
13. 13. 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
14. 14. 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.
15. 15. 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?
16. 16. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 15 KEYWORDS ARE THE FOUNDATION
17. 17. 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
18. 18. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 17 Keyword Example https://adwords.google.com/select/KeywordToolExternal
19. 19. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 18 Agenda nSocial Media Overview nKeywords - Marketing Media Foundation nWordpress Blog
20. 20. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 19Page 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
21. 21. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 20Page 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.
22. 22. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 21Page 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
23. 23. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 22 Agenda nSocial Media Overview nKeywords - Marketing Media Foundation nWordpress Blog nLinkedIn
24. 24. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 23Page 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
25. 25. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 24Page 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
26. 26. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 25Page 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.
27. 27. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 26 Agenda nSocial Media Overview nKeywords - Marketing Media Foundation nWordpress Blog nLinkedIn nFacebook
28. 28. 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
29. 29. 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
30. 30. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 29 FACEBOOK: BEST PRACTICES
31. 31. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 30 Agenda nSocial Media Overview nKeywords - Marketing Media Foundation nWordpress Blog nLinkedIn nFacebook nTwitter
32. 32. 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
33. 33. 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
34. 34. 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
35. 35. 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 isnt) http://dossy.org/twitter/karma/
36. 36. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 35 Agenda nSocial Media Overview nKeywords - Marketing Media Foundation nWordpress Blog nLinkedIn nFacebook nTwitter nCreating Synergy Using Multiple Social Media
37. 37. 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 whats happening n Collect email addresses on all website & blog pages CREATING SYNERGY, BUILDING VIRAL BUZZ
38. 38. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 37 BROAD DISTRIBUTION IS SIMPLE & QUICK
39. 39. 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
40. 40. Copyright 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 39 Agenda nSocial Media Overview nKeywords - Marketing Media Foundation nWordpress Blog nLinkedIn nFacebook nTwitter nCreating Synergy Using Multiple Social Media nEmail Marketing
41. 41. 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 jpaladino@writespeaksell.com 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 janet@handal.com www.linkedin.com/in/janethandal