Social Media Marketing: For Your Business, Your Practice, Yourself
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7/22/16 - Professional Development Collaborative @CareerSource Cambridge Savvy professionals use social media platforms to create a referral engine to network, confer with thought leaders, identify business collaborators, and mine for prospects. Referrals and positive word-of-mouth are the most effective ways to build a network for prospective business opportunities and employers. The new economy is all about networking and referrals. We are connected through an ecosystem of networks that, if used correctly, can multiply the effect of your business development or job search. A business “network” isn’t about how many people know your name; it’s about how many will send you opportunities. With the demands of modern business, successful professionals, managers and executives must be as dynamic as the tools they use; 92% of employers are leveraging social media as part of their candidate search. And the majority of prospective clients will ‘GOOGLE’ a business or professional service provider before engaging. So whether you’re a business owner, startup, professional job seeker, or career changer, you’ll leave this workshop with tools and resources that you can implement immediately. This workshop will cover: • How to acquire new opportunities through online recommendations and word of mouth • Keep in touch with people who care most about the services/products or skills you offer • Build your industry network—online and in person • Network with peers in your industry for repeat referrals • Convince potential clients or employers of your expertise by sharing unique content; and
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Social Media Marketing: For Your Business, Your Practice, Yourself
- 1. Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella For your Business, Your Practice YOURSELF Social Media Marketing ENGAGE Monitor & Listen Measure GROWTH
- 3. 37/23/2016Source: 2016 Social Media Marketing | Industry Report
- 7. 77/23/2016 ‘THE BRAND’ of MOST Interest Candace Payne • Musical Theater Major at Ouachita Baptist University, AR and Homecoming Queen • Wife and Mother of 3 (2 kids 1 pug) • Stay at Home Mom • Ministry Speaker • Singer, Songwriter and Musician (guitar and banjo) • Graphic Designer and Illustrator
- 8. 87/23/2016 RESULTS • #1 VIRAL VIDEO of all time • Redefined the delivery of an ‘Unbox HAUL’ vlog • Arguably the HIGHEST conversion ‘lead to sale’ on and off line non-campaign- campaign EVAH! • Increased BRAND awareness for Kohl’s, Star Wars, FacebookLive, Chewy, Hasbro and Candace S. Payne Sold out at KOHL’S, Target and Walmart Off and On Line Became a celebrity in her own right Yielded close to $500k for the Payne Family
- 10. 107/23/2016 WHY IT WORKED • Incited a STONG EMOTION o HAPPINESS, JOY o “she fills our hearts’ • Authentic – Drew audience in • Likable personality – ‘Best Laugh EVAH!’ • Timely (New Star Wars movie) • Spontaneous – went viral among ordinary people
- 11. 117/23/2016Source: 2016 Social Media Marketing | Industry Report 60% VISUAL
- 12. 127/23/2016 Image Resources Stay aware of copyright restrictions – ensure you’re compliant Design platform, $1 per single license use per image License restrictions, attributions required Attributions required NOT respecting the copyright license of an image can be costly!
- 14. 147/23/2016Source: 2016 Social Media Marketing | Industry Report
- 15. 157/23/2016Source: 2016 Social Media Marketing | Industry Report
- 16. 167/23/2016Source: 2016 Social Media Marketing | Industry Report B2B vs B2C Facebook dominates in the B2C space (65% of marketers select it as their number-one choice). B2B marketers, LinkedIn plays a much more important role, surpassing Facebook.
- 17. 177/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 19. 197/23/2016 ‘Characteristics of Three Generations’ Source: GA Tech President Dr. Bud Peterson - The difference among the generations.
- 20. 207/23/2016 https://www.youtube.com/watch?v=jottDMuLesU Boomers & GenXers need to Assimilate or
- 21. 217/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 22. 227/23/2016 #1 CONTENT Image source: Angel Web Promotion Without CONTENT, there’s nothing to push
- 23. 237/23/2016 CONTENT #Where2FindIt FIND Worthy Content • Google Alert – www.google.com/alert • Join industry websites • Signup for SmartBriefs (Industry News) – http://www.smartbrief.com/ • YouTube • Monitor Hash Tags on Twitter or 3rd party platforms • Industry Sites • Share content from OTHER Thought Leaders • CREATE your own content and POST on a status UPDATE or BLOG post
- 24. 247/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 25. 257/23/2016 Advertising Paid Social Media B2C marketers are using Facebook ads more (90%) vs B2B (79%) B2B marketers are using LinkedIn ads more (28%) than B2C marketers (11%) The overwhelming majority use Facebook ads (87%), followed by Google ads (39%) and Twitter ads (18%) Source: 2016 Social Media Marketing | Industry Report
- 26. 267/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 27. 277/23/2016 Blogging 277/23/2016 USE ‘Your Words’ Then select your delivery channel NOTE: Readability
- 28. 287/23/2016 Enable readability in your word documents 1. Click the FILE tab -> Click OPTIONS 2. Click PROOFING 3. Under WHEN CORRECTING SPELLING AND GRAMMER IN WORD, make sure the CHECK GRAMMER WITH SPELLING box is selected 4. Select SHOW READABILITY STATISTICS 5. After you enable this feature, open a file that you want to check, and check the spelling. When Outlook or Word finished checking the spelling and grammar, it displays information about the reading level of the document. Readability .com Learn about the Flesch–Kincaid readability tests https://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_reada bility_tests
- 29. 297/23/2016 Create or Find Relevant Content…then SHARE it! FIND Worthy Content • Google Alert – www.google.com/alert • Join industry websites • Signup for SmartBriefs (Industry News) – http://www.smartbrief.com/ • Monitor online conversations with a 3rd party monitoring tool: • HooteSuite – https://hootesuite.com/ • TweetDeck – https://tweetdeck.twittrr.com/ • Social Mention - http://socialmention.com • Monitor LinkedIn Network and Group conversations
- 30. 307/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 31. 317/23/2016 Branding 317/23/2016 Tell Your Story Be visual Differentiate Monitor Your Reputation
- 32. 327/23/2016 Build YOUR BRAND Through the EYES of a STRANGER
- 33. 337/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 35. 357/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 36. 367/23/2016 Monitoring www.google.com/alert Alert Reputation Management Deep Web Search .com Monitor online conversations with a 3rd party monitoring tool.
- 37. 377/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 38. 387/23/2016 Monitoring & Rating 387/23/2016 Available with a BUSINESS PAGE
- 42. 427/23/2016Image source: mycustomer.com ANATOMY of Social Media Marketing • CONTENT • ADVERTISING • BLOGGING • BRANDING • LINKS • MONITORING • RATING • SEO
- 43. 437/23/2016 Search Engine Optimization Source: ColoradoSEOServices.net
- 45. 457/23/2016 READY? • Content type selected • Delivery channel(s) selected • Plan identified • Monitor/Reputation tools in place
- 46. 467/23/2016 BUILD Your Social Media Profiles
- 47. 477/23/2016 www.facebook.com Create a FACEBOOK Business Page
- 48. 487/23/2016 Create a TWITTER Business Page https://twitter.com/signup
- 49. 497/23/2016 Create a LINKEDIN Business Page https://www.linkedin.com/
- 50. 507/23/2016
- 51. 517/23/2016 LinkedIn is a Conversion Machine LinkedIn Best Social Network for Lead Generation 2.74% In a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate. • LinkedIn at 2.74% • Twitter .69% • Facebook .77%
- 53. 537/23/2016 537/23/2016 433 Million Members Includes members from EVERY Fortune 500 Company Over 7 billion professionally-oriented searches in 2015 73 of the Fortune 100 hired through LinkedIn A photo increases profile views by 14x 41% Percent of ALL Millionaires use L.I. 2 NEW Users every second 200 conversations occur PER MINUTE in LinkedIn Groups 2.1 million GROUPS There were 35 billion page views on LinkedIn in 2015 LinkedIn Influence 125 Amazing LinkedIn Stats – ExpandedRamblings.com 4/1/16
- 54. 547/23/2016 ARE YOU REFERRAL WORTHY? Maintain an ALL STAR Profile
- 55. 7/23/2016 55 LinkedIn Profile Strength–MATTERS “Users with ‘All-Star’ profile strength are 40 times more likely to receive opportunities through LinkedIn.” –LinkedIn Robust ‘keyword rich’ headline A current position with description Two more positions Education At least 5 skills Include Media Profile photo At least 50 connections Keyword rich summary Beginner Intermediate Expert The Profile Strength meter is on the right side of your view profile and gauges how robust your profile is.
- 56. 567/23/2016 Finding the Right KEYWORD(S) Find the KEYWORDS used by those searching: • Search JOBs on LinkedIn for similar positions – pay close attention to the DESCRIPTION and RESPONSIBILITIES • Create a WORD CLOUD to determine the KEYWORDS used • Do a COMPARISON of other LinkedIn profiles
- 58. 587/23/2016 90% of large companies use Applicant Tracking Systems to search for qualified candidates from large applicant pools. An ATS helps employers analyze resumes/CVs, yielding candidates that best match the position and filtering out those who don't. JobScan has built an algorithm based on the common patterns among them. https://www.jobscan.co/
- 59. 597/23/2016 Search Algorithm’s Differ From One Searcher to the Next FOCUS on NAME and Professional HEADLINE First
- 60. 607/23/2016 Tell Your Story in a Profile Header Image Add visual interest. Create, find or buy an image that speaks to what it is you do PROFESSIONALLY. Canva.com, FreeDigitalPhotos.net, Flickr.com or use your own. Note attributions and licensing restrictions.
- 61. 617/23/2016 Be impactful! Summary – Above the Fold
- 62. 627/23/2016 Write a SUMMARY with Impact A SUMMARY is to be written in the FIRST person! Culmination of who you are TODAY. What is it that makes you so SPECIAL? Why are you the answer to an employer/prospect/patron’s problem? This is not a job description… It is a brand statement --and the brand is YOU!
- 63. 637/23/2016 Building the Network… a Referral Engine
- 64. 647/23/2016 No matter your idea of networking…
- 65. 657/23/2016 Networking is Networking Start networking before you need it Networking when you have no ulterior motive, you can begin to build relationships and a reputation for being generous rather than self-serving. Have a plan Since every person has value, it’s essential that you know what yours is. Map out what you want to talk about, particularly how you may be able to help other people, either now or in the future. Forget your personal agenda Generosity is an attractive quality and it’s something special that people will remember about you. Never dismiss anyone as unimportant Make it your mission to discover the value in each person you talk to. Connect the dots. Make it a point to connect people you feel have something of genuine value to each other.
- 66. 667/23/2016 Figure out how you can be useful Before any conversation comes to a close, be sure to ask, “How can I help you?” OR “If you need anything, please reach out to me or connect via LinkedIn” and present your business card. Follow up and follow through If you told someone you’d get in touch with them, do it and reaffirm your intent to assist in any way you can. If you promised to introduce someone to a person you know, take the time to do it. Little things mean a lot to people and just one introduction can end up changing someone’s life for the better. Believe in the power of networking When you believe that the true value of networking lies in helping others and you do your part, you’ll soon discover magic happening all around you. Networking is Networking Source: Forbes.com
- 67. 677/23/2016 USE the "FORD" technique: Family Occupation Recreation Dreams Ask a person about any one of these and you're bound to start a conversation. REMEMBER to only use a sentence or two of your own experiences to show that you're listening and have insight and continue letting them talk. Initiate a Conversation
- 68. 687/23/2016 Now Build Your Referral Network
- 69. 697/23/2016 Referral Network Strategies Respond to the InBox Create Target Lists Work ‘Who’s Viewed’ your profile Nurture your network Check out ‘Who You May Know’ Review your ‘Alumni List’ Don’t be an ASK-HOLE – Reciprocate
- 70. 707/23/2016 Respond to the InBox INVITES
- 73. 737/23/2016 Work the Lists List updates served up weekly Get introduced via a shared contact Review profiles for contact information
- 74. 747/23/2016 Hi ‘NAME HERE’, I noticed you viewed my profile recently. I run a Cloud Marketing firm specializing in Search and Social Media Marketing. Would you be interested in connecting and perhaps discussing how I can help you? I look forward to hearing from you, Judy Parisella Principal Cloud Marketer in Social Media & Search | SEO | Dynamic Speaker | Exceptional Trainer | LinkedIn Specialist Who’s Viewed You
- 75. 757/23/2016 Who’s Viewed You Stalk ‘em back!
- 76. Nurture Network Pay attention to your networks activity • New Job • Work Anniversary • Other Profession events Home tab Top right corner Like or comment
- 77. 777/23/2016 Who You May Know View ‘Who You May Know’ The list is served up based on YOUR CONNECTION’S CONNECTIONS
- 78. Alumni List My Network My Alumni
- 80. 7/23/2016 80 Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella 978.491.7444