Boost Your Business with Social Media and Email Marketing

GET SOCIAL or GET LEFT BEHIND:
How Social Networking and Email Marketing Can
Boost your Business and Personal Brand
Janet Handal Handal Associates
Jeannette Paladino Write, Speak, Sell
Amy Dean Keyword Communication
Wendi Caplan-Carrol Constant Contact

Copyright © 2009 Handal Associates, Write, Speak, Sell, Keyword Communication, Constant Contact. All rights reserved Page 1
Agenda
n Overview
n Keywords - Marketing Media Foundation
n Wordpress Blog
n LinkedIn
n Facebook
n Twitter
n Creating Synergy Using Multiple Social Media
n Email Marketing

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!

WHY SHOULD YOU HAVE A STRATEGY?
n You can influence customer
relationships at all points in their
life-cycle.
n Make stronger connections and
boost your business…

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

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

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

WHY ALL THE BUZZ ABOUT SOCIAL MEDIA? IT’S BIG!
124 Million
23 Million
15 Million
84 Million
UNIQUE VISITORS
26 Million
30 Million
10 Million

COMPANIES ARE USING SOCIAL MEDIA FOR…

COMPANIES SEE MANY BENEFITS TO SOCIAL MEDIA

FACEBOOK and TWITTER ARE MOST POPULAR WITH COMPANIES

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

TWITTER - VIRAL REACH OF SOCIAL MEDIA
2,077
7,087
10,396
109
116
188

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.

GETTING STARTED
Begin with Marketing Basics
n  Who is your target market?
n  What are your business objectives?
n  Key Messages?
n  Keywords?

KEYWORDS ARE THE FOUNDATION

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

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

Agenda
n Social Media Overview

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

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.

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

Agenda
n LinkedIn

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

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

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.

Agenda
n LinkedIn
n Facebook

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

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

FACEBOOK: BEST PRACTICES

Agenda
n LinkedIn
n Facebook
n Twitter

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

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

TWITTER - LESSONS LEARNED
Customer service
Crisis management
Free giveaways
B2B Brand building
Driving sales

Twitter Resources
Tweetdeck (organize stream into all followers, mentions, DMs
and searches) http://www.tweetdeck.com/beta/
Tweetbeep (automatic Twitter keyword alerts) http://tweetbeep.com/
Topsy (Twitter search) http://topsy.com/
Twellow (Twitter yellow pages) http://www.twellow.com/
Listorious (database of Twitter lists) http://listorious.com/
Socialoomph (Twitter automation tools) http://www.socialoomph.com/
Social Too (daily alerts on who follows you and unfollows you)
http://socialtoo.com/
Twitter Karma (shows who is following you back and who
isn’t) http://dossy.org/twitter/karma/

Agenda
n LinkedIn
n Facebook
n Twitter

n  Write web and blog posts regularly - 2x a week
n  Use distribution tool
to automatically update posts Facebook, LinkedIn,
Twitter & other social media
n  Add share tools to your blogs and web posts
n  Put your Inside-Out Public Relations Wingmen to work
n  Regularly update customers on what’s happening
n  Collect email addresses on all website &
blog pages
CREATING SYNERGY, BUILDING VIRAL BUZZ

BROAD DISTRIBUTION IS SIMPLE & QUICK

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

Agenda
n LinkedIn
n Facebook
n Twitter
n Email Marketing

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

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