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. 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
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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!
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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. 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
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
[email protected] http://writespeaksell.com
http://twitter.com/jepaladino
http://www.linkedin.com/in/jeannettepaladino
http://facebook.com/jeannettepaladino
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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
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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
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COMPANIES ARE USING SOCIAL MEDIA FOR
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COMPANIES SEE MANY BENEFITS TO SOCIAL MEDIA
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10 FACEBOOK and TWITTER ARE MOST POPULAR WITH COMPANIES
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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
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12 TWITTER - VIRAL REACH OF SOCIAL MEDIA 2,077 7,087 10,396 109 116
188
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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.
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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?
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15 KEYWORDS ARE THE FOUNDATION
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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
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Keyword Communication, Constant Contact. All rights reserved Page
17 Keyword Example
https://adwords.google.com/select/KeywordToolExternal
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Keyword Communication, Constant Contact. All rights reserved Page
18 Agenda nSocial Media Overview nKeywords - Marketing Media
Foundation nWordpress Blog
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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
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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.
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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. 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
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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
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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
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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. 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. 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. 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. Copyright 2009 Handal Associates, Write, Speak, Sell,
Keyword Communication, Constant Contact. All rights reserved Page
29 FACEBOOK: BEST PRACTICES
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. 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
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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
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33 TWITTER - LESSONS LEARNED Customer service Crisis management
Free giveaways B2B Brand building Driving sales
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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. 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. 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
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Keyword Communication, Constant Contact. All rights reserved Page
37 BROAD DISTRIBUTION IS SIMPLE & QUICK
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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. 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. 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