social media marketing: for your business, your practice, yourself

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MJudy Parisellae: [email protected]://www.linkedin.com/in/judyparisellaFor your Business, Your PracticeYOURSELFSMSocial Media MarketingENGAGEMonitor & ListenMeasureGROWTH

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Image source: mycustomer.com

Anatomy of SMM

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Source: 2016 Social Media Marketing | Industry Report

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#Chewbacca Mom#ThisRocks

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Simple Joys

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Chewbacca Moms Brands

Candace Payne

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THE BRAND of MOST Interest

Candace PayneMusical Theater Major at Ouachita Baptist University, AR and Homecoming Queen Wife and Mother of 3 (2 kids 1 pug) Stay at Home MomMinistry SpeakerSinger, Songwriter and Musician (guitar and banjo)Graphic Designer and Illustrator

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RESULTS

#1 VIRAL VIDEO of all timeRedefined the delivery of an Unbox HAUL vlogArguably the HIGHEST conversion lead to sale on and off line non-campaign-campaign EVAH!Increased BRAND awareness for Kohls, Star Wars, FacebookLive, Chewy, Hasbro and Candace S. Payne

Sold out at KOHLS, Target and Walmart Off and On Line

Became a celebrity in her own right

Yielded close to $500k for the Payne Family

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Image source: mycustomer.com

Anatomy of SMM

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WHY IT WORKED

Incited a STONG EMOTIONHAPPINESS, JOY she fills our heartsAuthentic Drew audience inLikable personality Best Laugh EVAH!Timely (New Star Wars movie)Spontaneous went viral among ordinary people

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Source: 2016 Social Media Marketing | Industry Report60% VISUAL

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Image Resources

Stay aware of copyright restrictions ensure youre compliantDesign platform, $1 per single license use per imageLicense restrictions, attributions requiredAttributions requiredNOT respecting the copyright license of an image can be costly!

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Which Platforms?

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Source: 2016 Social Media Marketing | Industry ReportB2B vs B2CFacebook 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.

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ANATOMY of Social Media MarketingCONTENTADVERTISINGBLOGGINGBRANDINGLINKSMONITORINGRATINGSEO

187/23/2016Boomers & GenXers Need to Embrace theMillennial World

Mindset Check

197/23/2016Characteristics of Three GenerationsSource: GA Tech President Dr. Bud Peterson - The difference among the generations.

207/23/2016https://www.youtube.com/watch?v=jottDMuLesU Boomers & GenXers need to Assimilate orDisintegrate



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#1 CONTENTImage source: Angel Web PromotionWithout CONTENT, theres nothing to push

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CONTENT #Where2FindItFIND Worthy ContentGoogle Alert www.google.com/alertJoin industry websitesSignup for SmartBriefs (Industry News) http://www.smartbrief.com/YouTubeMonitor Hash Tags on Twitter or 3rd party platformsIndustry SitesShare content from OTHER Thought LeadersCREATE your own content and POST on a status UPDATE or BLOG post



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AdvertisingPaid Social MediaB2C 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



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Blogging277/23/2016USE Your Words

Then select your delivery channel

NOTE: Readability

287/23/2016Enable readability in your word documentsClick the FILE tab -> Click OPTIONSClick PROOFINGUnder WHEN CORRECTING SPELLING AND GRAMMER IN WORD, make sure the CHECK GRAMMER WITH SPELLING box is selectedSelect SHOW READABILITY STATISTICSAfter 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.comLearn about the FleschKincaid readability tests https://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_readability_tests 50-60

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Create or Find RelevantContentthen SHARE it!FIND Worthy ContentGoogle Alert www.google.com/alertJoin industry websitesSignup 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.comMonitor LinkedIn Network and Group conversations



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Branding317/23/2016Tell Your StoryBe visualDifferentiateMonitor Your Reputation

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Build YOUR BRANDThrough the EYES of a STRANGER



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Linking347/23/2016



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Monitoring

www.google.com/alertAlertReputation Management

Deep Web Search.comMonitor online conversations with a 3rd party monitoring tool.



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Monitoring & Rating387/23/2016

Available with a BUSINESS PAGE

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Monitoring & Rating



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Search Engine Optimization

Source: ColoradoSEOServices.net

Search Engine Optimization

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Readability

Images

Word Count Threshold

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READY?Content type selectedDelivery channel(s) selectedPlan identifiedMonitor/Reputation tools in place

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BUILD Your Social Media Profiles

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www.facebook.com

Create a FACEBOOK Business Page

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Create a TWITTER Business Page

https://twitter.com/signup

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Create a LINKEDIN Business Page

https://www.linkedin.com/

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LinkedIn is a Conversion MachineLinkedIn 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%

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94%

JobViteRecruiter Response

537/23/2016537/23/2016433 Million MembersIncludes members from EVERY Fortune 500 CompanyOver 7 billion professionally-oriented searches in 201573 of the Fortune 100 hired through LinkedInA photo increases profile views by 14x41% Percent of ALL Millionaires use L.I.2 NEW Users every second200 conversations occur PER MINUTE in LinkedIn Groups2.1 million GROUPSThere were 35 billion page views on LinkedIn in 2015

LinkedIn Influence125 Amazing LinkedIn Stats ExpandedRamblings.com 4/1/16

547/23/2016ARE YOU REFERRAL WORTHY?

Maintain anALL STAR Profile

7/23/201655LinkedIn Profile StrengthMATTERSUsers with All-Star profile strength are 40 times more likely to receive opportunities through LinkedIn. LinkedIn

Robust keyword rich headlineA current position with descriptionTwo more positionsEducationAt least 5 skillsInclude MediaProfile photoAt least 50 connectionsKeyword rich summary

BeginnerIntermediateExpertThe Profile Strength meter is on the right side of your view profile and gauges how robust your profile is.

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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 RESPONSIBILITIESCreate a WORD CLOUD to determine the KEYWORDS usedDo a COMPARISON of other LinkedIn profiles

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Wordle.net

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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/

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Search Algorithms Differ From One Searcher to the NextFOCUS on NAME and Professional HEADLINE First

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Tell Your Story in a Profile Header ImageAdd 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.

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Be impactful!

Summary Above the Fold

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Write a SUMMARY with ImpactA 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/patrons problem? This is not a job description It is a brand statement --and the brand is YOU!

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Building the Network a Referral Engine

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No matter your idea of networking

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Networking is Networking

Start networking before you need itNetworking when you have no ulterior motive, you can begin to build relationships and a reputation for being generous rather than self-serving.

Have a planSince every person has value, its 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 agendaGenerosity is an attractive quality and its somethingspecial that people will remember about you.

Never dismiss anyone as unimportantMake 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.

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667/23/2016Figure out how you can be usefulBefore 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 throughIf you told someone youd 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 someones life for the better.

Believe in the power of networkingWhen you believe that the true value of networking lies in helping others and you do your part, youll soon discover magic happening all around you.

Networking is NetworkingSource: Forbes.com

677/23/2016USE the "FORD" technique:FamilyOccupationRecreationDreams

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

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Now Build Your Referral Network

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Referral Network StrategiesRespond to the InBoxCreate Target ListsWork Whos Viewed your profileNurture your networkCheck out Who You May KnowReview your Alumni ListDont be an ASK-HOLE Reciprocate

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Respond to the InBox

INVITES

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Create Target Lists

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Create Target Lists

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Work the ListsList updates served up weeklyGet introduced via a shared contactReview profiles for contact information

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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 ParisellaPrincipal Cloud Marketer in Social Media & Search | SEO | Dynamic Speaker | Exceptional Trainer | LinkedIn SpecialistWhos Viewed You

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Whos Viewed YouStalk em back!

Nurture NetworkPay attention to your networks activityNew JobWork AnniversaryOther Profession eventsHome tabTop right cornerLike or comment

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Who You May Know

ViewWho You May Know

The list is served up based on YOUR CONNECTIONS CONNECTIONS

Alumni List

My NetworkMy Alumni

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Reciprocate

7/23/201680Judy Parisellae: [email protected] http://www.linkedin.com/in/judyparisella978.491.7444