Social media for mortgage brokers (sep '11)
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Integrating Social Media into your marketing and communication strategies isn't an option anymore. You should have an understanding how Social Media has changed business in general, define your strategy, goals and objectives, then understand the tools to implement the strategy.
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Social media for mortgage brokers (sep '11)
- 1. MFAA Central Coast Professional Development Day7 September 2011
- 2. MFAA Central Coast Professional Development Day Rod Edge Executive Director – Professional Development & Events, MFAA
- 3. MFAA Central Coast Professional Development Day
- 4. MFAA Central Coast Professional Development Day Event Supporters
- 5. MFAA Central Coast Professional Development Day Housekeeping Toilets Telephones
- 6. MFAA Central Coast Professional Development Day Using Social Media for Business Raz Chorev
- 7. Social Media for Mortgage Brokers With Raz Chorev
- 8. Social media uses Internet and web-based technologies to transform broadcast media Monologues(one to many) into social media dialogues(many to many)
- 11. The new Marketing & Communication Model
- 12. Customers Employees suppliers partners Company
- 15. How can wehave INTEGRATED CAMPAIGNS?
- 17. Don’t have a shop front? No Worries!
- 18. 1 Create Facebook page Make people like it (subtly) 2 3 Promote your page offline…
- 19. QR code & Business Card Email Signature = Web Page LinkedIn Page Twitter Page
- 20. Now we know the approach. But… What are we trying to achieve?
- 21. Social Media Brand awareness Website traffic Online Sales Customer acquisition Customer service Recruitment Research Other?
- 22. What are we measuring?
- 23. Facebook & Linkedin page/group Video Sharing Twitter Blogger outreach Typical Social Media tactics Social Bookmarking Photo Sharing Advertising Content Sharing Niche Networks Apps & Widgets Podcasts
- 27. Photo-sharing
- 29. A forum where business and end-user communicate
- 32. Contact page
- 40. What does it all mean? 1. uBank (NAB) is going where (some) customers are. Are you? 2. They invest in technology, and the manpower to keep on top of it – Call centre answering Skype calls, respond to Twitter comments, some are out of the office, responding from their phone (Tweetie, UberTwitter) 3. They are perceived as a Leading Financial Institution, in the eyes of the Online Community. www.razchorev.com
- 57. Social Media strategy www.razchorev.com
- 58. FACEBOOK
- 59. QUICK FACTS Average user has 130 friends & spends an average 15 hours and 33 minutes on Facebook per month! Average user visits the site 40 times per month & spends 23 minutes on each visit Average user is connected to 80 community pages, groups and events 200 million people access Facebook via a mobile device each day More than 30 billion pieces of content are shared each day Source: facebook.com, pingdom.com
- 64. Profile Vs. Page Vs. Group
- 65. LINKEDIN
- 67. How do I become attractive?
- 70. Professional Head Shot.
- 71. Place of business & Industry
- 72. A complete CV- work experience & Education
- 73. Career summary & Specialties
- 74. Additional communication channels
- 75. Connections
- 78. 67 Etiquette
- 80. 69 Answers
- 82. Groups
- 84. 30 times morelikely to get a response
- 85. 74 Advertising Who am I targeting?
- 88. Follow Companies
- 89. 78 78 Company Pages Edit company profile
- 90. LinkedIn - part of your workday 79
- 91. Read the daily paper
- 94. Stay in touch with colleagues and friends
- 95. Find experts and ideas
- 97. “Twitter is like a Text Message with BCC: To The World” Photo Credit: ydhsu
- 98. TWITTER From 0 to 200 Million in 5 years 200 Million Tweets sent each day 140 characters 350BN Tweets Delivered each day 16 months to get first 600,000 signups July 14, 2011 - 600,000 signups in a single day 64% are over 35yo
- 99. TWITTER – Sign up
- 101. Memorable & intuitive@myname @my_name @company @product / @service
- 102. What should I tweet about?
- 103. TWITTER Language & tone @ directs a tweet at another person(Reply / Mention) publicly D username + message sends a person a private message # "Hash tags" are keywords preceded with the # symbol RT is a retweet and means that someone is reposting a message that someone else sent OH preceding a post is accepted to mean that you're letting people know something funny or interesting that you overheard CAPS = SHOUTING! :) = ;) = :P = ;( = :( = :D =
- 104. TWITTER Professional Background
- 105. Tweeting, engaging & Monitoring Web Desktop Mobile devices
- 106. Tweeting, engaging & Monitoring Insert pics/vids/location Multiple social media accounts Schedule tweets Notifications. Even when you’re not looking…
- 107. Tweeting, engaging & Monitoring TIME MANAGEMENT
- 109. Simple to set up
- 110. Mature (?!) channel
- 111. Extensive community
- 112. Viral potential
- 114. Friendly
- 115. Open
- 116. Transparent
- 118. 3.5hours Per Week* * Based on http://www.arbitron.com/downloads/infinite_dial_2011_presentation.pdf
- 119. 2.9Bn hours Per month collectively ** * Based on http://www.arbitron.com/downloads/infinite_dial_2011_presentation.pdf **Based on http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/
- 120. Viral examples:
- 123. FOURSQUARE
- 125. What is Foursquare for users? People use foursquare to “check-in” When they check-in Foursquare tell their friends where they can find them and recommend places to go & things to do nearby. People check-in at all kind of places – cafes, bars, restaurants, parks, homes, offices. It’s a fun thing to do As your friends check-in, you’ll start learning more about the places they frequent. It is a great way to meet up with nearby friends You’ll learn about your friends favorite spots and the new places they discover.
- 131. CONTENT STRATEGY
- 133. Have a purpose
- 134. Define your audience
- 136. Have an editorial policy
- 138. Exclusivity
- 139. Cross Promotion
- 140. Experiment, measure & evolve.
- 142. “Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
- 144. Tweeting, engaging & Monitoring
- 145. Tweeting, engaging & Monitoring
- 146. Free Social Media Monitoring Tools
- 147. Paid Social Media Monitoring Tools
- 148. THANK YOU! 0410 660 107 My Linkedin profile: www.linkedin.com/in/razchorev My website: www.razchorev.com Follow me on Twitter: www.twitter.com/RazChorev RAZ CHOREV Digital & Online Marketing
Notes de l'éditeur
- Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques• Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)– Blogging(Wordpress,Tumblr) – Micro-blogging(Twitter) – SocialNetworks(Facebook,LinkedIn) – Contentsharing(YouTube,Flickr)• It supports the democratization of knowledge and information, transforming people from content consumers into content producers
- Social media tools were originally conceived for social collaboration• Businesses are increasingly finding that these tools can help them achieve their business objectives and are being rapidly embraced by corporations globally• Typically, they are being used by businesses to: – interact and develop new relationships with customers, partners & suppliers – seek input from customers on product and service development – improve customer service – accelerate problem solving – facilitate innovation through collaboration with third parties and industry experts – manage their brand and reputation– interact in new ways with their employees
- • It is also worth noting that often campaigns which are deemed to have been successful, from a social media stand point, rarely utilise social media alone– Think high profile campaigns like ‘Old Spice’ – Supported with heavy above and below the line activity• Traditional media channels and/ or mass media often play a big part, driving people to engage with, or raising awareness of, the social media elements• The haloed ‘integrated campaign’... • Attributing ROI to offline and online channels is difficult as it is– Much to Google’s delight over the last decade, with many marketers working on a ‘last click wins’ model• Whether a brand chooses to run a social media element in isolation or as part of an overarching campaign will naturally affect not only what is measured, and how, but also what is attributed to what
- What are we trying to achieve? We have to set up real objectives, and then develop a plan, to make it happen.
- What outcome do we want? – Brand awareness – Sales – Improved search engine performance – Data capture– Improved sentimentWhat are our KPIs? – What does brand awareness look like in Twitter? – How many ‘Likes’ is good? – Are # of views the only way to evaluate online video?Do we have the systems in place to capture desired outcomes/ KPIs? – Can we connect up traffic coming from Twitter, through to making a sale? – What data does our app capture? – Can we record accurately how many people are watching our videos?
- Audience mappingSocial network promotion•Facebook groups •MySpace profile recruitment •Niche networks •NingVideo production•Script writing •Filming & production •EditingOnline media promotionSocial bookmarkingVideo promotion•Search engine optimisation •SeedingOnline monitoringBlogger outreach•Content pitching •Guest blog posts •Blogger eventsForums •Thread sponsorshipSEO PR•Press release optimisation •Syndication •Measurement & reportingOnline PR measurement•Online media buying value •Search engine visibility •Web analytics •Social media metricsTwitter promotion•Twitter feed set-up •Post drafting •Twitter feed promotionPodcasts •Production•Interview pitchingWidgets •Production•Promotion
- Overview• It is well documented that social media is ideally a two way channel• A forum where business and end user come together to communicate• A move away from “Push Communication” to “Pull Communication” and inbound marketing• For many businesses, which have developed over the years, with a top down method of communication this perceived lack of control can be quite daunting• For businesses which are a little risk averse in nature using social media as a vehicle for Dissemination is a good starting pointA high degree of Dissemination will:– Provide a greater degree of control over what information is available regarding a business/ brand online– Help keep people up to speed on what you think and what you are doing– Build awareness for your campaigns/ initiatives/ launches/ CSR – Improve the presence of an organisation online, in particular withinsearch engines returns– Make an organisation more visible within environments where consumers/ prospects/ decision-makers/ journalists spend time, i.e. video sharing sites– Allow your content to be more accessible online so people can share and write about you– Encourage people to get involved
- Even better, uBank General Manager, GerdSchenkel, tells about his strategy, presenting at the Asian Financial Services Congress 2010, and upload his slides to SlideShare. Now we can all see his strategy and admire/copy/dismiss it.
- Notice the date – this was more than 2.5 years ago! Things have just grew so much in the past 2.5 years. This means that you’ve missed your chance to be the industry’s trail blazer. But it isn’t too late to jump on the train. Just don’t ask where it’s going >> nobody knows. And no time for questions.
- You’ll notice here that CBA online communications via twitter is:Aimed at Gen Y (statistics show that the average Twitter user is 27 years old)Not interactive – only outbound messages... Advertising...This means that CBA are not quite sure how to manage twitter, and have not yet appointed enough resources to monitor and handle the twitter stream.
- Recent tweet had some vague criticism regarding Netbanks’s site. The Netbank Twitter team responded respectfully – a suggestion was made (too technical to mention) – and a public thank you to the critic. We’re not perfect, and sometimes we’ll do things in a rush, and miss a few details. The online community is quite quick and responsive, and will alert us to the situation, if we’d listen.
- On the other hand, Westpac takes a different approach – more monitoring, and listening to customers. Then taking criticism and praise, and making sure they both get to the right ears, for execution. Everything possible to keep a customer, happy!
- March 2009.
- 2 years ago - Mortgage Choice – updates few times daily, using the web (no twitter client) – which means – no interaction, only broadcasting tool. Although with presence – limited understanding of how to use it.794 followers, 522 following…Tweeter on behalf of the corporation – Kristy Sheppard, Corporate affairs.
- 2 years later – Ms Sheppard is still tweeting, tripled their followers, but not following any more..
- As the largest mortgage provider in Australia, they seem very ad hoc to me. Unorganized, each to his own, having different titles... Many of their franchisees have an account, yet not using it – lack of time, knowledge or direction? I don’t know...
- This is by no means a summary! This is randomly looking at some of the major players in the banking and finance industry in Australia, and trying to make sense of their online presence, and social media strategy.Maybe some understand it more than others – who knows?The fact is, that they have a presence. If you want to compete on this field as well, you’d need some direction.I’d be more than happy to provide that direction, and lead your social media strategy to the top!Contact details to follow...
- Facebook is the largest social network, with over 600,000,000 world wide. The amazing thing is, that at least HALF of them are visiting their facebook page DAILY.Facebook now has 600 million users worldwide, generating an estimated 770 billion page views each month. (So you know those Facebook engineers have their work cut out for them to keep the site running smoothly.)The average Facebook user visits the site 40 times per month, spending an average of 23 minutes (23:20 to be precise) on each visit. How much time spent on Facebook does that add up to for us all?Each user spends an average 15 hours and 33 minutes on Facebook in a month.Together, we spend a whopping 9.3 billion hours on Facebook in a month. That’s 1,065,449 years.That’s a lot of user time.But wait, there’s more! This was just for the Facebook website. It doesn’t include the highly popular Facebook mobile apps, which are used by 200+ million of Facebook’s users. There are more than 10 Million Australian facebook accounts – this equates to about half the population! Take away kids (Children under 13 are not allowed to have a facebook account), elderly, and Australians without internet connection…. This means everyone who can be advertised to is on Facebook, and likely to visit their page at least once a week, if not daily!There is a limit, though, on the amount of ads per page people can see. So in order to have any effectiveness in your advertising, is generaly speaking – pointing people to your company page.Why is that more effective? Facebook is using a specific technology, which allows them to recommend a page, and include YOUR friends who like that page as well. These recommendations have been proven to be very effective, and drive a lot of people to “Like” businesses pages. Once on your page – what can you learn about your newly acquiered fans?Let’s have a look.
- According to facebook:Profiles represent individuals and must be held under an individual name, while Pages allow an organization, business, celebrity, or band to maintain a professional presence on Facebook. You may only create Facebook Pages to represent real organizations of which you are an authorized representative. In addition, Pages are managed by admins who have personal Facebook profiles. Pages are not separate Facebook accounts and do not have separate login information from your profile. They are merely different entities on our site, similar to how Groups and Events function. Once you have set up a Page within your profile, you may add other admins to help you manage this Page. People who choose to connect to your Page won't be able to see that you are the Page admin or have any access to your personal account.
- First thing’s first:Registration – very easy: Name. Email, password, and VIOLA – you’ve created your Linkedin account!Next, let’s put some details in....
- Don’t laugh! This is the man behind Linkedin.This is Reid Hoffman, the founder of Linkedin. According to Mr. Hoffman, we need the following to have an effective profile : [Click]
- What’s important?First – your Name. Some people will add a description to their Last name – like this:First name: Dr GregLast name: Nazvanov MBA │TopLinked.comSo when their name come up in the search results, you’ll have as much information as possible on them. This is optional, I don’t believe it is necessary.
- Box.net lets you share content on your profile, and collaborate with friends and colleagues. The Polls application is a market research tool that allows you to collect actionable data from your connections and the professional audience on LinkedIn. Extend your professional profile by sharing the books you’re reading with other LinkedIn members. Find out what you should be reading by following updates from your connections, people in your field, or other LinkedIn members of professional interest to you. SlideShare is the best way to share presentations on LinkedIn! You can upload & display your own presentations, check out presentations from your colleagues, and find experts within your network. With the WordPress App, you can sync your WordPress blog posts with your LinkedIn profile, keeping everyone you know in the know. With Blog Link, you can get the most of your LinkedIn relationships by connecting your blog to your LinkedIn profile. It also allows you to see your connections’ blog updates.See where your LinkedIn network is travelling and when you will be in the same city as your colleagues. Share your upcoming trips, current location, and travel stats with your network. Ever wonder what people are saying about your company? Company Buzz shows you the twitter activity associated with your company. View tweets, trends and top key words. Customize your topics and share with your co-workers.
- LinkedIn decided to block your connection number once you’ve got over 500 connections. The reason behind it was to eliminate the inevitable competition on the number of connections people accumulate. Your LinkedIn connections should be a reflection of your business network, and not a game to accumulate “numbers”. This is, however, a great tool to build your network and we’ll discuss this on the following pages. Once you’ve completed your profile, it is time to add connections. There are two common points of view regarding connections – no right or wrong, just different views: Some people are LIONs – Linked In Open Networker: you’ll see that in their name or tagline. These people will accept anyone to be their connection, as they see ANY new connection as a business opportunity. Very common to see recruiters and network marketers as LIONs. Authors and international business people could be LIONs, as it could give them maximum exposure. Some (me included) will pick their connections. I will connect with people I had some sort of business interaction or correspondence with. I also try to create offline relationships with people I meet online, if they are in my area, or when I go to where they are. As a rule – every person I meet offline, and get their business card – I’ll add to my Linkedin database, by sending them a PERSONALIZED invitation.Tip – I recommend to add all of your email addresses, your work and your personal ones. This will be beneficial when other people you’ve been in contact with, will try to add you to their connections. This is how it will work:If I’m building my LinkedIn connections, I’ll upload all of my MS Outlook contacts, via a .csv file, to LinkedIn. I might not have your work address, but only your personal one. LinkedIn only recognizes you by your email address, therefore if you only listed your work address, LinkedIn will show me that you’re not a member. If you’re not a member, I won’t be able to invite you to my network, unless I send you an invitation to join LinkedIn. Not MY network, but LinkedIn. To prevent this from happening, register ALL of your email addresses, and make it as easy as possible for people you know, to connect with you.
- Linkedin as an online network, has the same etiquette guideline, like any other social setting. The rules which are applicable offline, also applicable online. What you know you should and shouldn’t do offline, you should think the same way when handling your professional network online.Consider basic etiquette when you build your network. When you meet people offline or online and have some interesting interaction with them, send them a personalized invitation, stating where you met, and under what circumstances. During networking events, you’ll meet a lot of people, but so would they! It’s not enough sometimes to just state where you’ve met a person. Insert a short personalized note, with a reference to something they’ve said, or something you think they’ll remember about your conversation. When you approach someone you don’t know on LinkedIn, it can be done in different ways:Sometime LinkedIn will allow you to send a direct message, for example, when you share a group.. Or when a person contacts you, and you go to see their profile, LinkedIn will allow you to send a message to them directly, as if they were already a contact. They can do one of two things – “Reply” or “Archive”. If they archive your message, nothing will happen. Send an invitation to connect – give a compelling reason for the person to connect with you. Every person, before making any decision, will ask themselves, consciously or not, What’s In It For Me? (WIIFM). Answer that question for them. If there is no obvious benefit for the other person to connect with you, try another way to contact.Ask to be introduced by a mutual contact. When you’re looking at a profile, you’ll see on the right hand side of the screen, how are you connected to them. If that person is open for invitations or introductions (see Settings), you’ll be able to ask for an introduction from one of your trusted connections. Again, stipulate clearly the reason for your contact, to make is easier for your contact, to connect you with theirs.Premium Account feature – InMail. When you upgrade your account, you can send a limited amount (based on your subscription level) directly to other people in the network, whether they are in your network or not, whether you know them or connected to them, or not.
- Ask for recommendations from friends, colleagues, partners, and clients. This will speak to your experience and add to your credibility in your industry. Here’s a short story:In May 2009 I was in charge of recruiting speakers for an event I co-hosted. We had a line up of topics we wanted to cover, and I had to find the people most suitable to come and speak about that particular topic. I found LinkedIn to be an amazing data base of speakers and experts. One of the people I was looking for was a futurist. There were a few hundred globally, and a few dozen in Australia, mostly in Sydney, where I hosted the event. I sent messages to three futurists, but really wanted the one with 372 (!) Recommendations. Luckily (or is it??) this person was the first to respond, to make a time to talk, and eventually speak at our event. When you have so many recommendations, who will doubt your expertise or professionalism??Exercise Who can I recommend?Who can I can ask to recommend me?How do we feel about asking for recommendations?
- Ask a QuestionAny question that allows domain experts to share their knowledge will produce insightful answers and will be welcomed by other users: Knowledge: How is property tax for commercial property evaluated in Texas? Experience: What are the best providers of hosted Exchange services? Opinion: What impact would a Microsoft/Yahoo! merger have on contextual advertising?Asking a question is quick and easy: enter your question and select the appropriate category to place it under. Additionally, you can then send your question by email to connections you think may be able to help so you can make sure they don’t miss it. Answers is not intended to help you recruit, advertise, or announce your job search. These questions will be flagged and removed.Your question and answers will immediately appear: Listed under the Answers tab On your profile On the LinkedIn homepage of your connections In email, if you sent your question to any specific connectionsAnswer Questions on LinkedIn. Ask and respond to relevant questions in the LinkedIn "Answers" section. Have your colleagues engage the LinkedIn audience in a similar way. Anytime you ask or answer a question it shows up in the Network Updates feed for all your connections. Best of all, you gain expertise points in your category if your answer is chosen as the best answer for a particular question. LinkedIn users tend to trust experts in their subject categories and are often contacted directly. When answering a question, you can leave links to relevant articles, landing pages, or blog posts on your website. I’ve generated a good amount of leads as a result of this activity. The Answers section is located under MORE in your main toolbar.Answers is one of the largest online information banks. You could ask any question which may interest you, and someone will pick it up and answer it for you.Another great tool to help your online credibility, is to have a consistent flow of questions in your line of business, and when you see a question you could answer properly – answer it! The person who asked the question, will rate the answers they receive, and choose the best answer. Answering QuestionsShowcase your knowledge and interests by answering questions. The answers you provide become part of your profile and demonstrate your expertise to your connections, potential business partners or employers.Questions can be found in these places: When a connection asks a question, you’ll receive a Network Update on your home page Under the Answers tab - New questions from your network By category (ex: Using LinkedIn) Advanced answers search Clicking on a question will bring up a new page with the question and any answers that have been submitted to date. You can also answer a question privately. If you do, your answer never appears anywhere on the site. It is sent by email to the asker of the question.Advanced Answers SearchFind out if your question has already been answered. Using the keyword search you can find if others have asked a similar question in the past. Read through the answers to see if it meets your needs.Earn expertiseExpertise is a feedback measure from your fellow users. Every time the questioner picks your answer as the best, you gain a point of expertise in the category of the question. The best way you can gain expertise is to answer questions in the areas you know. Experts in each area are recognized on LinkedIn: the more points of expertise you gain, the higher you appear on lists of experts.
- Once you’ve received your Best Answer star, it will feature on your profile – as an expert!You’ll notice it only takes 1 (one) best answer to earn you an “expert” star. Exercise What are my areas of EXPERTISE?
- Groups are a great way to connect with other professionals in your industry, your university Alumni, your corporate colleagues from around the world, etc. It is also a fantastic way to group certain individuals, after an event and communicate on a regular basis.Find groups with similar interests, qualifications, or background. Consider fishing where the fish live – join groups of your target market, and engage with them, get them to know you, before you make the initial direct contact.Exercise1. How can I use groups to showcase my expertise?2. How can I use groups in my business? Group Search keywords.I’ve joined a group – what should I do now?Onceyou’ve joined a group and been accepted, you’ll be able to look in the overview area, for discussions, new members and news articles related to the group.Participate in discussions, offer your opinion or expertise, and share your thoughts with the other group members. After a while, when you get more comfortable, you can start a discussion of your own. You can discuss current affairs, in your company or industry, ask for advice, research for a project you’re doing. You’ll find that people are generally very helpful, when you ask a direct question, or ask for an opinion.When you’re on the Group’s page, on the right hand side you’ll see “People I’m following” – this is what people in your network are doing – discussing, offering jobs, asking for help ... When YOU participate, people in your network would be able to see what YOU are doing. Isn’t it great??? It is more than the value you’re getting out of the discussion itself, it is a chance to get participation from people in your own network, even though they are not sharing that particular group. It is also an “update” which will feature on your connections home page and keep you Top Of Mind.Read or contribute news articles relevant to the group members. Depending on the nature of the group, you’ll see (and have the ability to add) links from news websites and blogs, which are relevant to the audience. As an aside, always think of the intended audience when posting anything – is this something interesting for THEM?Search for jobs and positions advertised by other group members, or advertise a position available in your company. This is a great way to source talent with instant credibility – you share a group and you have direct access to a personal profile (or CV).Look who else is in your group – someone you perhaps can do business with? Potential clients, colleagues, service providers? Again – instant credibility and connection.Group settings – lets you decide how often you get updates, show/hide group logo from your profile, etc. In some instances, you’d like to be a member of a particular group which has nothing to do with your professional career. You have the ability to hide the logo of this group from your profile. You’d still be part of it, but it will not be public knowledge.
- Some ideas for sales / business development people: LinkedIn has become an indispensable tool for business introductions.Say you're interested in talking to Ace Co. about your new product: You log into LinkedIn and search for people who work for Ace Co. Then you see how you might be connected to them. Ideally connection is just one degree away, or in other words, you know someone who knows the person you are looking to connect with directly, then you ask for an Introduction.An Introduction received via LinkedIn is much warmer than a cold call, because it comes with a bit of trust. You are no longer a stranger trying to up-sell things that no one needs, instead you come with a recommendation, however light, from a person that the receiver is connected to. And even if you can't find a path to connect to someone, sending a direct message via LinkedIn is better than sending a cold email. The reason is that LinkedIn implies business context, and so the person you're trying to reach likely is not going to be as surprised or angry about the unsolicited ping.ExerciseIdeas? Who can I introduce? Who can I be introduced to?
- I’m always surprised by how many people aren’t aware how individual profiles are populated on a company page. When you search for a company and pull up the profile, always remember that the people you see on the page are ordered in degrees of relationships away from you. The page will be divided into sections, based on criteria like current employees, former employees, new hires and so on.Always look for the easiest path on road to the organization. Is there someone you know through a direct connection who is on the inside? If so, work to rekindle the relationship with your contact first. Take some time investing social capital in them, and when the time is right and you’ve had the chance to be helpful, ask if they might introduce you to your target decision maker. The majority of people you help will feel a need to reciprocate the good karma and help you.Try to pay attention to the schools where the company employees are coming from. This can be powerful – especially if you are a recent grad, or if you’ve come out of a more prestigious institution. Do you happen to share an alma mater with anyone? If you do, can you leverage Chris Brogan & Julien Smith’s concept of “One of Us?”If you don’t have any direct connections into that particular organization, don’t sweat it. The biggest benefit that LinkedIn offers business developers and sales folks is making the social graph visible and transparent right on the page. On company pages, you have the ability to see who in your network connects you to people inside the company.Always remember to do your homework with those contacts. Here’s a trick I learned -connect with your bridge connection first. You can do this over LinkedIn by sending a message, but often times I will simply pick up the phone and call my contact.Find out just how well that connection knows your target decision maker and if they are the best person for the introduction. If not, ask if they can introduce you to someone who would be better at making the connection. Chances are that most people will have connections to multiple co-workers in their company or division. Be patient and work to locate and start a relationship with the insider who will give you the best shot at converting an introduction.I promise you, if you make the commitment to using LinkedIn as a dominant tool in your prospecting and business development efforts, it will make an impact on your success ratios.
- Use LinkedIn's DirectAds. This is a new feature on LinkedIn that is still in beta. It allows you to push relevant ads to LinkedIn members targeted by profile demographic information. This is very similar to ad targeting on Facebook or Google AdWords. 3. Target the right audienceNarrow your target audience to people who may be interested in what you offer. Make sure to create ads that resonate with that particular audience. Here are some suggestions for how to use three common targeting options:GeographyLimit the geography of your campaign if your products or services only appeal to users in certain countries or cities. If you narrow your audience to the city level, note that this will decrease your target audience dramatically. In combination with other targeting options, you may not get enough clicks or impressions.Job FunctionTarget by job function if you want to limit your ads to people who are in one of 18 broad job functions like Sales, Finance or Human Resources. If your offering appeals to multiple job functions, consider creating a campaign for each function so that you can tailor your ads to each function.IndustryWhen targeting people who work in a certain industry, be careful not to inadvertently leave out industries that fit your target audience, resulting in a much smaller target audience than you'd like.Quick Tip: Use the LinkedIn Advanced People Search feature to help you identity the right industries to target. Search for a job title or keyword that's common for your target audience. Then look at the "Filters" to the left of the search results to help you identify the appropriate targeting options. You'll see the top industries listed for your search.{CLICK} Example: If you're trying to advertise to "nurses," an obvious industry is "Hospitals & Health Care". With Advance People Search, you'll discover that nurses also fall into two other industries: "Medical Practice" and "Health, Wellness, and Fitness". Select all three industries as targeting options.LinkedIn allows salespeople to investigate the peoplewho they are about to engage in a relationship with, in addition to the companies and products.
- Use your existing Connections as a mini CRM (Customer Relationship Management) system.As an ever-evolving Database, LinkedIn can be used as a live CRM system. Your network updates their own information, constantly and automatically – without (or with) probing from you. You can see changes in your network, such as – activity level (when last they added a connection), when they change positions, or move to a different company .Sometime you’ll even get notified when their birthday is! Dropping them a Happy Birthday note won’t hurt you, and will mean a lot to them! LinkedIn lets you monitor the network in more than one way: You can log into the site as often as you want, and see the changes in your network on a daily basis, or get the weekly email, titled: LinkedIn Connection update. LinkedIn lets you communicate with your network through the site, through applications, and connect your online database, to your email program.Would it change your approach, if you’ll think of clients/customers/prospects as “friends with budget”? What would you do differently?
- “Tag” your contacts. There is a new Connections function that now allows you to sort your connections by tags in up to 200 different ways! To assign these “tags” first go to edit profile and click on your connections. You must be in edit or the view will not be the same!Three columns will appear : (see next page)Click on manage tags and set some up such as Prospects, Sydney, Clients etc. Click on tag categories and your contacts pictures will appearClick on your contacts name in the middle columnClick on edit tags in the right column and assign a tag to your connectionWhen you want to send a message to a group of people, just click on the tag title in the left column, and hit send message in the right column.You can now filter your connections and see a picture of them at the same time.You can now filter your Connections and see a picture of them at the same time.Remember, as you can only send a message to 50 of your Connections at any one time, try to keep each tag to no more than 50. If you go over, you will have to use the original method of sending a message.
- “Follow” companies.Since the day LinkedIn launched Company Profiles, one of the most commonly requested features from their members has been to keep track of key developments at companies they like. Starting today, you can be in the loop on new developments, potential business opportunities or even job opportunities by following companies of interest to you.“Follow Company” helps you be among the first to learn about developments at companies like DreamWorks, find job openings at NASA, or stumble upon business development opportunities at Netflix. The new feature lets you tap into key goings-on at nearly a million companies that already have their company profiles on LinkedIn and more that are being created every day.Most importantly, this feature can deliver insights you may be surprised at – such as the pace of hiring at your nearest competitor or the start of a whole new industry as you see web technology companies hiring geography teachers (for e.g.). Or better yet, you may find the job of a lifetime to do cause marketing for Major League Baseball.How do I “follow companies” on LinkedIn?You can find companies of interest to you in one of three ways:From any Member’s LinkedIn profile: If a member is / was affiliated with a company, you can click through any of the companies listed on their profile. Start by clicking to your own profile or find a colleague’s profile. Once there, mouse-over any of the companies listed and click the “Follow Company” icon from the hover bar that pops up.From the Company Profiles: Let’s say you find yourself on a company profile by searching for a specific company name or keyword to find companies of interest. Start following from the company’s profile page.From the More menu on the LinkedIn homepage header: The easiest way to find the Company Profiles homepage is from the “More” drop down list on the LinkedIn header.Wondering which companies to follow? The Company Profiles homepage even has Company profile recommendations for you to check out.You are some of the first people in the world to know this, as it was publicly announced at 10am this morning:Recently LinkedIn has introduced Company Pages (rather than profiles) which allows better moderation of the company page. The major improvement will allow:Leveraging professional recommendationsEnhancing company profiles (essentially creating a website within LinkedIn.)Viewer and network aware system (relevance to search results, from my network).Featured products and services The pages will include 4 Tabs which will show:Company infoCareersCompany products and services with specific recommendationsCompany analytics (viewers and interactions)
- Setting up a company Profile:Company profile can have 3 visible tabs:Overview, Careers, and Products & Services.Lets start from the Overview, and see what we can add to it.
- LinkedIn will only be beneficial to you, if you work it. You have to spend time understanding what it is, and how it works, which initially will be time consuming. You’ll find, that like any new thing it will be exciting, and you’ll discover many “AHA” moments, when you’ll figure out how things work. I recommend to do most of the experiments and learning before you start your day, for 30-60 minutes. Set a limit to the time you spend initially, so it doesn’t interfere with your work day. When you feel your account is set up, and the excitement of the “new toy” has slightly worn off, schedule a 15-30 PER DAY, doing the following:Log in, and check your inbox: clear new invitations to connect, respond to messages, introduction requests, etc...Look at the Home page – your connections updates, new positions, promotions, start ups, etc. When one of your connections has a new position, send a brief note of congratulations (LinkedIn has put together nice verbiage for you). Show that you care!Group discussions – anything you can contribute to? Go on! Add some value!Open questions – add some value, and earn some expertise. Did you met a new person yesterday? Ask them to connect!Have you done a great job for someone? Ask them to write a few words for you, which you can add as a Recommendation to your LinkedIn account.Look at what’s new with the companies you’re following.Search for opportunities – new accounts, new employment opportunities, etc.Make it part of your day, and watch how it will help you over time. OVER TIME! You may not get immediate results, but as you continue your efforts, you’ll realize the true value of building a professional network, and maintaining it on LinkedIn.
- Linkedin Today is an aggregation of content from your network. See what is going on in the world, by the interests of your network.If you look at the top sources [CLICK] you’ll see the papers you’d be subscribed to anyway – this will just bring to you the most important articles, and the most shared.This will give you a great reason to visit your Linekdin profile on a daily basis.
- Summary:Linkedin is much more than your CV online.. It is a business network, which like any networking event, the people attending are there with only one thing in mind – NETWORKING!From a personal perspective, you can use Linkedin to be seen, to attract potential employers or head hunters.Keep in touch with colleagues, and industry contacts.Keep up-to-date with industry trends, Your contacts’ activities, and whereabouts, Your contacts’ reading lists, blogs, etc...Share knowledge on AnswersAnd more....From a business perspective, use linkedin to:Keep in touch with existing clientsFind new clientsCheck out on your competitionKeep up to date with industry trendsKeep your clients engaged in a groupShare knowledge on AnswersAnd much, much more....
- Establish your professional profileLinkedIn gives you the keys to controlling your online identity. Have you Googled yourself lately? You never know what may come up. LinkedIn profiles rise to the top of search results, letting you control the first impression people get when searching for you online. Stay in touch with colleagues and friendsIn today’s professional world, people change jobs and locations constantly. By connecting on LinkedIn, your address book will never go out of date. Your contacts update their profiles, keeping you current with their latest jobs, projects and contact info. You’ll stay in closer contact with great tools to communicate and collaborate.Find experts and ideasSometimes your immediate circle can’t resolve a unique business challenge. Tools like Answers and Groups let you locate and interact with experts through trusted introductions. LinkedIn Search lets you explore the broader network by name, title, company, location, and other keywords that will help you find the knowledge you’re looking for.Explore opportunitiesWhether you’re looking for a career opportunity, winning new clients or building your professional reputation, LinkedIn connects you to jobs, sales leads and ideal business partners. With our powerful search engine, company research tools and a jobs board that shows who you know at listed companies, LinkedIn is the place to turn for new opportunities.
- Platforms and metricsTwitter• Twitter has over 175 million registered users• The average age of a Twitter user is 39• 64% of Twitter users are 35 or older• Videos sourced on Twitter had an average viewing time of two minutes and seven seconds – more than any other platform• Yahoo! (1 min 54 secs), Facebook (1 min 50) came next with Google & Bing• Though Facebook beats Twitter in the popularity stakes, when it comes to engagement and shared links, Twitter wins hands down, achieving an average of 19.04 vs 2.87 clicks per linkSources: Twitter, Flowtown, TubeMogul, Fast Company
- Getting Started With Twitter• Setting up a Twitter account takes minutes • Extremely simple to do, visit Twitter.com, select the Sign Up Now buttonand follow onscreen instructions• Important to choose a good Twitter ID (@yourname) - some people refer to this as a Handle• Your first choice should be your company/ brand/ product name, or something as close as possible and easy to remember• Your ID then becomes part of your customized Twitter URL such as twitter.com/yoursite or twitter.com/yourtopic
- Twitter ID• When selecting your Twitter ID something close to your brand or which is easily identifiable is ideal• Try not to use an ID which is too long, while also using underscores and numbers sparingly• There are only 140 precious characters available in each Twitter post. The longer your Twitter ID, the more space it takes up, thus limiting your interactions• Numbers and underscores are also more work on an iPhone/ smartphone (a popular Twitter interface)• There however always exceptions to the rule, where a well placed underscore would be advisable!Speed Of Art: @speedofartTherapist Finder: @therapistfinderPen Island: @penislandTwitter ID• Having an intuitive and easily identifiable will make it easier for people to find you in Twitter, either directly or using Twitter directories or search tools• Having a prominent Twitter ID will also insure your account is more visible in search engines when people are searching for your organisation online• Incidentally, a Google brand search for ‘Melcrum’ returns: – Company website– Blog – Twitter account – YouTube channel – LinkedIn Page – Branded community site• Only brand controlled content is visible on Page 1 of Google...• What content does a customer/ client/ stakeholder find when they Google you?
- SEO friendly Twitter• In addition to your Twitter ID also optimise the Twitter Account Name to best reflect your brand• Your Account Name is what appears next to your profile, which can be different than your handle/URL• Choose a suitable Twitter ID and Account Name which reflects and promotes your organisation• Also consider using phrases which contain your company’s keywords in order to gain maximum search engine benefits• It is crucial to own / control as many first page search results for your own company / brand name and Twitter is no exception• Make the most of your Bio to include keyword rich information, relevant to your company
- Blogs• Matured - blogging has now matured as a phenomenon to cross many interest areas• Standard – blogs are now standard across many mainstream and traditional media outlets• Informal – it is a more human, opinion driven form of information• Extensive - vibrant communities can be found collecting around vast ranges of topics• Culture - blogger outreach carries with it different expectancies in regards to form of communications than traditional media• Viral – strong community aspect means news/ information can spread very quickly• Search Friendly – blogs interlink extensively, which makes them very search engine friendly• Simple – much easier to set up a blog nowadays• 70% of bloggers are talking about brands on their blog organically• 46% of respondents post about the brands they love (or hate)• 38% post brand or product reviews• Professional and part time bloggers talk about brands at a much higher rate (80%), with one in three posting reviews at least once a week.• 72% of bloggers are classified as Hobbyists, meaning that they report no income related to blogging• Fewer than 10% of bloggers say they don’t know the traffic to their blogs*Source: Technorati, State of the Blogosphere 2009 Report
- Language & tone• ‘PR/Marketing speak’ just does not work – Avoid exaggeration – people can spot it, and do not need to put up with it – Is it really ‘the world’s leading’?• Be human – Chatty, simple language works best – Avoid jargon at all costs• Be friendly – Relationships can be formed very quickly online• Be open – People are largely very understanding. If issues arise be up-front and open andmaintain dialogue• Transparency – Always state your intention – Always state who you are representing
- If you are like me, you don’t think much about the time you spend watching online video. It sort of just happens—an article takes you to YouTube, a friend emails you about a video, a coworker shares an interview… Well, it is time to quantify these experiences.The latest study from Arbitron and Edison Research, “The Infinite Dial 2010: Navigating Digital Platforms,” did exactly this type of quantification, revealing some promising trends about online video.Conducted in early 2011, the report surveyed 2,020 Americans age 12 and older. 38% of the respondents said they have watched online video last week. That is a 26% increase from 2006 when only 12% of respondents indicated they recently viewed online video. We can only anticipate for this number to go up, showing people's readiness to embrace online video. This is a fortunate reality for businesses.The survey respondents also said that they spent more time watching online video than they did in the past. While in 2008 online video consumed 2 hours and 20 minutes from people’s time per week, now it retains their attention for longer. In 2011, viewers reported they spent 3 hours and 26 minutes per week watching online video.
- Marketing TakeawayThe growth in people’s consumption of online video is a sure sign you should get involved in video marketing. This doesn’t have to be a huge project that requires its separate team and expensive equipment. You can start small by hiring a video production intern and doing a few interviews with your customers, demoing your product in a more engaging way or even showcasing the quirks of your employees.Your Website Is Your HarborNo matter how fantastic your video content is, it won’t compensate for a poor website. When people see something of interest, their first instinct is to visit the author’s website. So make sure your videos are also embedded on your own web pages, optimized for the right keywords and giving enough context to people unfamiliar with your business.As of February 2011, YouTube has 490 million unique users worldwide per month, who rack up an estimated 92 billion page views each month. We spend around 2.9 billion hours on YouTube in a month — over 325,000 years. And those stats are just for the main YouTube website — they don’t incorporate embedded videos or video watched on mobile devices. What video projects are you going to start working on?
- Charlie Bit My Finger – over 300,000,000 views – Funny, unintentional, and parents (I assume) found this to be hilarious, and could really see their kids do what Charlie did, but to have a brother react in such a British adult manner – that’s what makes this video unique, and make people want to share it.Justin Bieber is a completely different story (Click)You’ll notice that over half a billion viewers (unique or not – doesn’t matter), but look at the “like/Dislike” ratio – people hated it, and were compelled to pass it around, to show their peers why they didn’t like it.A similar example, about a hated video that went viral, is Rebecca Black song – Friday. Nearly 120 million views, with more people hate the video and sharing it, than liking and sharing.Although every song is a product, and a commercial advertising the artist to get viewers to go to a concert or buy a CD/DVD/other merchandise, it is rarely looked at it that way.Let’s look at a more traditional form of commercial advertising – Superbowl commercials.Volkswagen had a few commercials lined up. This one, had over 10 million views in less than a week. What make this so special? The character – Darth Vader – recognised icon across the globe. No talking – no language barrier – can be shared with family and friends around the world, and obviously – we can all identify with the boy, re-enacting The Force, and we can feel his frustration…What’s the common denominator amongst these videos? What makes them viral? They evoke emotion, and a pretty strong one:LoveHateLaughter.How do we make a video to go viral? The truth is – we can’t! It’s up to us to concentrate on evoking emotion, rather than sell a product via it’s features, but it up to the rest of the world to decide if they love that video so much to make it go viral. Let’s look at these short examples:
- Who can tell me what product does it sell?
- Make it possible – With Microsoft Project 2010.Microsoft used the power of social media, and created an amazing stunt video, and compelled people to share that video – Obviously they targeted Germans, but the video went viral worldwide.Let’s think of it in terms of ROI: This is not real stunt. They used a dummy, and edited the video to make it look real. It may have cost them a few thousands of dollars to make this commercial, and reached over 5 million viewers, who were actually interested in watching this ad. Out of these 5 million viewers, let’s say that 20% decided to check out the URL. That’s 1 million views of that page.Let’s say that .5% of these people made a purchasing decision influenced by this video. This is 5,000 people! – Let’s say the investment of $15K in making this video, resulted with 5000 purchases of around $1000 per purchase (prices range from $865 to $1350 depends on the package). That’s $5,000,000 in revenue for a $15K investment. Not bad, hey?
- Why should you use Foursquare for Business? BUILDING YOUR BRAND - The way Foursquare is built is to encourage users to check in and post reviews about the locations they visit therefore indirectly driving more traffic to your brandBUILDING YOUR BUSINESS - Foursquare allows a user to view where their friends have been within 3 hours of a certain update. Meaning that your location is shared across their network immediatelyBUILDING BRAND ADVOCACY – You can use the point’s structure of Foursquare and build a reward program based on activities like checking in, making multiple stops in a day, making a repeat visit. This encourages visits to your business while building your business profile with the users friend’s. PRODUCT CONSUMPTION - Using the “Mayor” Status as a Perk (when a user become an authority figure) you could offer a special mayor incentive such as; name on a board, gift certificate for the month, free beverage or anything that relate to your activity. It will encourage users to visit your location more oftenBRAND SUPPORT – Using the “To-Do List” gives the users tasks to complete. Allow users to help improve services by letting users viewing the to-do list and adding tips for improvement. Engaging with the community will assist in Building feedback and brand adoption
- Content Strategy• Designate an editor – Company social media profiles need an editor to maintain and ensure content passes whatever standards you set– accountability will ensure consistency in terms of regularity and quality• Don't be too precious about it, but do have a purpose – Yes, a your social media presence is a reflection of your company, but it's a less formal communication medium so you should experiment, take feedback, and adapt• Who is your audience and what are you trying to get them to do? – Why are those pictures from the work Xmas party on the blog when you’re trying to win tenders from government departments...• What makes good content – An honest perspective; a fresh point of view (not a recycled observation); provocative thinking about an issue, trend, or technology; and real news all make good posts.– Readers don't come back if the content is stale and infrequently updatedwww.socialmediaknowledge.com.au 1300 740 252 hello@socialmediaknowledge.com.auContent Strategy• What kind of content should you create? – what does your audience care about? – What do you care about (as a business)? – What’s in the news? – What is trending?• Inspiration – Google trends – What The Trend (twitter trends) – Google News
- • Develop a content engine – It can be hard for just one writer to produce a lot of high-quality content. Perhaps choose a selection of people across the enterprise to provide content or views so that the work load can be shared– Thiswillalsoprovidedifferentprospectiveandinsight• Have an editorial policy – Some companies allow people to post whatever they want. This can possibly create issues surrounding content:– People going wildly off topic – Irrelevant, pointless information being shared• An editorial policy will help channel people’s energies and lead to better content being created and shared consistently over time• Trial different forms of media – creating multimedia content has never been easier or cheaper. Bigger stories/ themes can even be made more interactive with the use of widgets/ apps– Video – Podcasts – Widgets/ Apps
- Don’t churn out the same information across all platforms – if you are sharing exactly the same info on Twitter as on Facebook why would I need to follow you on both? Perhaps share breaking news on Twitter and more feature content on your blog?• Exclusivity – perhaps have deals/ offers/ content which is exclusive to certain platforms, encourages people to engage with you on multiple levels• Cross promote between platforms – drive your audience from one platform to another• Experiment, learn, and evolve – the numbers don’t lie. Monitor your website/ blog/ Twitter/ Facebook analytics, what content is working and what is not? Experiment, do more of what’s working, less of want’s not and repeat to fade...– Are people retweeting more of a certain kind of content than another? – Do people comment more on your blog posts when you finish with aquestion? – Do people ‘Like’ more of your content when you’re more human?• Integrate it into your full internal and external comms strategy – add your social media domains to your:– marketing materials – e-mail signatures – Intranet – bought media– website homepage,etc.
- Hootsuite Vs. TweetDeck• Both official partners of Twitter in testing its new advertising model • Platform that helps companies reach and engage customers usingsocial media• Monitoring - listen for conversations about your products, brands, company and competitors• Share response duty – assign tasks to people across different departments, for example, marketing, PR, customer services or sales• Suitable for enterprise or ‘Super-users’• Useful for evaluation and tracking, Hootsuite very strong here• Reliably break news at specific times• Or just prepare Tweets ahead of time to deliver a steady flow of updates throughout the day• Personal preference
- Just to mention a few….co.mmentshelps you stay on top of the conversation by keeping you updated of new comments. Just bookmark, track and follow.Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.Enter the topic you wish to monitor, then click preview to see the type of results you'll receive. Some handy uses of Google Alerts include:monitoring a developing news storykeeping current on a competitor or industrygetting the latest on a celebrity or eventkeeping tabs on your favorite sports teamsCoTweet is a comprehensive Web-based social media engagement, management and reporting solution that helps companies of all sizes engage, track and analyze conversations about their brands across the most popular and influential social communities today, Twitter and Facebook.Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos,BoardTracker.com, is an innovative forum search engine, message tracking and instant alerts system designed to provide relevant information quickly and efficiently while ensuring you never miss an important forum thread no matter where or when it is posted.Boardtracker brings the most targeted audience closer to the boards, by being a search engine only for boards and by supplying a categorized and highly effective searching and browsing experience to users.
- Just to mention a fewBazaarvoice helps all types of businesses -- including yours – capture, display, share, and analyze customer conversations online. Our combination of technology and personalized services help brands build online communities that drive measurable business goals. We make it easy for you to let your customers share opinions, knowledge, and experiences.….HubSpot:helps you get found online by more qualified visitors.shows you how to convert more visitors into leads.gives you tools to close those leads efficiently.provides analytics to help make smart marketing investments.The AlterianAlchemyTM Customer Engagement Platform is made up truly integrated powerful applications. They could shift how you reach customers, enhance your brand - and dramatically boost the return on your marketing investment:Engagement Analytics: Listen to every interaction you have with every customer, through every channel. Mine and analyze this data to strip away complexity and focus on what’s really important to your business. More about Engagement AnalyticsEngagement Manager: Understand and speak intelligently with every customer. Anticipate, deliver and trigger dynamic content and interaction across any touch point, based on data or events happening in any channel, in real-time. More about Engagement ManagerRadian6’s social media monitoring software helps businesses listen, discover, measure and engage in conversations across the social web. Radian6’s software platform captures hundreds of millions of posts each day, including the full Twitter firehose, Facebook, blogs, news sites, discussion boards, video and image sharing sites. Clients explore real-time results on an interactive dashboard, use Radian6 Insights to discover meaningful and actionable intelligence, and act on this intelligence using Radian6’s Engagement Console.
- I hope you’ve learned something today, and have a broader understanding of the online world.I’ll make my slides and notes available – please email me if you’re interested..If you’d like me to help you build your online strategy, and help with implementation – please don’t hesitate to call me.My contact methods are listed here.. Choose anyone of them.Thank you for coming.