Alabama Media Professionals Presentation Oct 2009


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10/8/09 - wow, did I enjoy meeting all the terrific folks at the Alabama Media Professionals' 2009 Professional Development Seminar! I hope you enjoyed my presentation as much as I enjoyed giving it. I am posting the presentation from my talk today - check it out!

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Alabama Media Professionals Presentation Oct 2009

  1. 1. Incorporating Social Media: Creating An Effective Digital Brand for Consultants and Freelancers Presented by: Phyllis Neill, President/CEO SheMentor Marketing
  2. 2. Overview <ul><li>Introduction to SheMentor </li></ul><ul><li>Social Media: what is it? </li></ul><ul><li>First and foremost: CONTENT! </li></ul><ul><li>Blogging-the first social media tool </li></ul><ul><li>Twitter, LinkedIn, Facebook </li></ul><ul><li>Industry-specific social media venues </li></ul><ul><li>Online article marketing </li></ul><ul><li>Fitting them all together </li></ul><ul><li>Recommended action items </li></ul>
  3. 3. Introduction to SheMentor (soon to be “ WeMentor Social Media Marketing ” – <ul><li>20+ years’ experience in executive management and marketing </li></ul><ul><li>Specializing in: </li></ul><ul><ul><li>Social media adaptation </li></ul></ul><ul><ul><li>Traditional marketing plans </li></ul></ul><ul><ul><li>Corporate mentoring plans </li></ul></ul><ul><ul><li>Corporate workshops </li></ul></ul><ul><ul><li>Process improvement </li></ul></ul><ul><ul><li>General management consulting </li></ul></ul><ul><ul><li>Author, The Jobseeker’s Guide to Online Branding </li></ul></ul>
  4. 4. Social Media: What Is It? <ul><li>A collection of social networks which contain participant-driven content. </li></ul><ul><li>The network is successful if it gets a lot of participation. </li></ul><ul><li>… w hen used by businesses, Social Media changes a monologue to a dialogue! </li></ul>
  5. 5. Social Media: What Do People Do On There? <ul><li>Post links to relevant content for their target audience </li></ul><ul><li>Meet and engage with others </li></ul><ul><ul><li>Prospects </li></ul></ul><ul><ul><li>Like-minded individuals </li></ul></ul><ul><ul><li>Peers </li></ul></ul><ul><li>Read and learn from content others post </li></ul><ul><li>Pose questions </li></ul><ul><li>Answer questions </li></ul><ul><li>Sell </li></ul>
  6. 6. Social Media: What Should My Main Goal Be? <ul><li>Establish yourself as expert in your field </li></ul><ul><li>Allow prospects to “know, like, trust” you </li></ul><ul><li>Network </li></ul><ul><li>Main goal should NOT be to sell – sales are a by-product of good networking strategy </li></ul>
  7. 7. A Step Back: Content Marketing <ul><li>Definition: all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases </li></ul><ul><li>Traditional marketing: interruption vs. Content Marketing: engagement </li></ul><ul><li>Goal is not to sell, but to engage on topics of interest to the customer. </li></ul>
  8. 8. A Step Back: Content Marketing (con’t) <ul><li>Examples include: </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>User-generated:  replies to blogs/articles, discussion boards, forums, product reviews/ratings </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>&quot;Free&quot; downloadable research:  workbooks, ebooks, white papers, mini-guides </li></ul></ul><ul><ul><li>Article marketing                      </li></ul></ul>
  9. 9. Preparing to go all “social”… <ul><li>Get a nice headshot </li></ul>
  10. 10. Blogging <ul><li>Blogging changes the conversation </li></ul><ul><li>Don’t blog about your business; blog about THEIR business. </li></ul><ul><li>Consistency is key. </li></ul>
  11. 11. Twitter
  12. 12. Twitter <ul><li>“ Micro-blog” – 140 character updates. </li></ul><ul><li>Value realized only when you follow and are followed. </li></ul><ul><li>Tweet for the company, but as an individual. </li></ul>
  13. 13. Twitter recommendations <ul><li>Find 100 people to follow over next 30 days: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Follow followers </li></ul></ul><ul><ul><li>Follower follower’s followers! </li></ul></ul><ul><li>Set goal for daily tweets </li></ul><ul><li>Spend one hr one day/wk creating tweets </li></ul><ul><li>Split up your time as follows: </li></ul><ul><ul><li>50% adding value </li></ul></ul><ul><ul><li>30% interacting with followers </li></ul></ul><ul><ul><li>20% selling </li></ul></ul>
  14. 14. Weekly “tweet sheet” example: <ul><li>Good article on mistakes to not make with your branding: </li></ul><ul><li>5 tips to keep biz owners “sharp”: </li></ul><ul><li>Just found out Office Depot does free seminars on mktg, mngtmnt: </li></ul><ul><li>A humorous blog on the 3 levels of Facebook adoption: </li></ul><ul><li>Example: if I’ve decided on 6 tweets/day, 3 of them are “adding value” tweets; therefore, I need to create 21 tweets per week in advance to be prepared. </li></ul>
  15. 15. LinkedIn
  16. 16. LinkedIn <ul><li>Professionals connecting with each other. </li></ul><ul><li>Groups: create new ones, ask questions to group members, post news items, and have conversations within groups. </li></ul>
  17. 17. Facebook
  18. 18. Facebook <ul><li>Social networking site </li></ul><ul><li>Businesses creating “fan pages” </li></ul><ul><li>Updates are “pushed” automatically to fan’s walls </li></ul>
  19. 19. Online Article Marketing <ul><li>Great way to establish expert status for person or product. </li></ul><ul><li>Write strong article in your area of expertise; build “bio box” at bottom of article. </li></ul><ul><li>Submit article to free online article marketing directories. </li></ul><ul><li>Sites use your article as content; your name/company get advertised. </li></ul><ul><li>Builds “know, like, trust” factor.    </li></ul><ul><li>Publicizes your web site/product.    </li></ul><ul><li>Sells your products and services. </li></ul><ul><li>Helps you or your brand become known as an &quot;expert“. </li></ul><ul><li>“ Free” advertising! * </li></ul>
  20. 20. Fitting them all together <ul><li>Re-purpose blog entry for article marketing </li></ul><ul><li>“ Tweet” and “Facebook” new blog entry available </li></ul><ul><li>Contribute questions about your article on a LinkedIn Group. </li></ul><ul><li>Take offline marketing plan, and use social media to take it ONLINE! </li></ul>
  21. 21. Recommendations <ul><li>Review traditional marketing plan and identify areas to integrate with social media. </li></ul><ul><li>Develop strategy for appropriate social media and research industry-specific social networks. </li></ul><ul><li>Create implementation timeline and plan. </li></ul><ul><li>Create monitoring plan. </li></ul><ul><li>Own your name: create landing page with addresses to all social media </li></ul><ul><li>Implement and monitor! </li></ul>
  22. 22. Appendix: good tools <ul><li>TweetDeck ( ) </li></ul><ul><li> – allows you to take any web address, and shorten it, making it easier to fit into a 140-character “tweet” on Twitter </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Online article marketing directories:,,,,,, smaller niche sites related to your content (, </li></ul>
  23. 23. SheMentor social media links: <ul><li>Blog: </li></ul><ul><li>Twitter: </li></ul><ul><li>Facebook: </li></ul><ul><li>SlideShare: </li></ul><ul><li>Vimeo: </li></ul><ul><li>My personal profile page: </li></ul><ul><li>My new business: WeMentor Social Media Marketing: </li></ul>