Dana Zezzo discusses how social networking can benefit promotional professionals. He explains that consumer buying habits have changed, with more research done online. Social networking allows frequent touches with clients to strengthen relationships. It can also help warm up cold calls and turn prospects into customers or sales. The key is using social networking to create conversations about your brand through relevant and transparent content.

1. Social Networking for Promotional Professionals Presenter: Dana R. Zezzo ProTowels Etc. 440-344-5933| [email_address] www.protowelsetc.com Pro Towels Etc. Dana Zezzo Dana Zezzo Pro Towels Etc.

2. Dana R. Zezzo, Vice President of Sales at Pro Towels Etc. Dana has spent the past two years growing the company into the largest supplier of beach and golf towels. He has been in the promotional product industry for over 18 years. Dana is equally involved in both the industry and in his local community in Ashtabula, Ohio. He is a past president of TRASA - the Three Rivers Advertising Specialty Association, and currently serves on both the ASI Stitches Advisory Board and on the PPAI National Leadership Conference Advisory Committee. He also gives seminars across the country on industry related topics such as How to Market your Apparel Decorating Business, Selling Strategies and Social Networking for Promotional Professionals . Dana currently lives in Ashtabula, OH with his wife, Shelly and three daughters where he continues to update his facebook and linkedin profiles on a daily basis. Pro Towels Etc. has changed the view of our category and the perception of our company by utilizing the social media platform. DANA ZEZZO – VICE PRESIDENT of SALES 440-344-5933| [email_address]

3. social networking = sharing/networking online Simple Definition

4. Stay in front of clients & prospects Know your clients/prospects better Identify unknown connections Find new prospects Branding Sales Fun Benefit From Social Networking

5. What We Want to Prove Today The Ultimate Rolodex?

6. Consumer Buying & Research Habits Have Changed

7. Social Networking / Social Media Keywords Viral Transparency Conversation

8. Focus on activities that drive sales and relationships It takes 9 touches to get an account - most reps give up after 3 These touches can be: Sales Calls Phone Calls Emails Presence Branding Persistence Social Networking Right Place at the Right Time Etc. Touches 85% of all business is done after the 9 th touch #1 Reason Salespeople Should Use Social Networking Sites WARM UP YOUR COLD CALLS

9. Touches Social Networking Usage Doubles ASI Central (3/2/2010) A new University of Maryland survey shows social media usage among small businesses increased to 24% in 2009, up from 12% in 2008. Further, three out of four respondents reported use of a company social networking Web page, tied to a site like Facebook or LinkedIn. An additional 40% of respondents say they have created a blog, where they post entries related to their areas of expertise. About 26% of those surveyed send Tweets about their business field, while 16% use Twitter as a customer service tool. “Social media levels the playing field for small businesses by helping them deliver customer service,” said Janet Wagner, director of the Center for Excellence in Service. “Time spent on Twitter, Facebook and blogs is an investment in making it easier for small businesses to compete.” Besides demonstrating usage, the survey also compared expectations to results, showing social networking wasn’t quite as effective in attracting new customers as had been hoped. Roughly 73% of respondents expected social networking to help customer acquisition, while only 61% of surveyed businesses could identify an uptick. However, 46% of respondents believe social media helped their businesses stay engaged with customers, falling in line with expectations. Maybe most notably of all, 22% of those surveyed feel social networking is already helping them turn a profit, with 46% believing the marketing tool will help them make money within the next year. This new optimism among business executives is an attitude reversal from prior studies, including one conducted by Citibank last August. In that study, 75% of respondents did not find social networking to be helpful for generating leads or expanding their businesses.

10. Daily Touches The BIG Question … Social Media 30 – 60 minutes a day! NEW : SMS TEXT | HOV LANE?

11. 7. Blogger 11. MySpace 13. Twitter www.alexa.com – Ranks the Top 500 Sites on the web

12. http://www.fastcompany.com/mic/2010 Credit:

14. So you all have a great product and you want people talking about your product…Right? Social Media marketing is about CREATING CONVERSATIONS about you and your product. Social Media will drive people to your website. So you will be able to make the conversion faster. 1. Get them to visit your website 2. Turn into leads 3. Turn leads into sales Source: *Reminder: 85% of all business is done after the 9 th touch.

15. So what does this tell you? That people are using Social Networking Sites for Building Relationships and Research Before Buying

16. This will improve your Google ranking If Nothing Else …

17. Add Personality and Humaness your Brand

19. Listen & observe What clients/prospects are doing Learn about families, interests & activities “ What’s happening” Interesting pictures Kids Events Networking on Facebook – Personal Focus

20. BALANCE

21. Status updates at tradeshows Upload pictures of new & cool products Exciting products with broad appeal Networking on Facebook – Business Focus

22. Business Pages POST • Events • Videos • Discussions • Photos • Blog Articles

23. Adds Personality and Humanizes your Brand Transparency

24. Prime Example

25. DO NOT SELL ON FACEBOOK It’s About Networking, NOT Selling Selling on Facebook

26. Use in Industry: 54% of distributors 46% of suppliers

27. The professional networking site 3 key purposes Expose credentials to customers Expose your entire network to you Find new customers

28. The Goal of LinkedIn To engage an audience & build a network. Do this by demonstrating your expertise and thought-leadership. Don't sell your services, but feel free to drive people to relevant content on your site that adds value.

29. Some people only connect with personal friends on Facebook Gives you a professional profile Referrals & introductions Prospecting Google Lots of users, you never know… Why Be Active on LinkedIn

30. Harness the Power of Video

34. Do not sell Be relevant & transparent Live as if your mom is watching Remember if you are mixing Don’t play games Don’t drink and post Have fun! Rules To Follow On All Sites www.linkedin.com/in/daledenham Credit to: Dale Denham

35. Ultimate Rolodex Easier to keep contact information up to date – never lose touch! Facebook Use in Industry: 59% of distributors 62% of suppliers

36. THANK YOU! Presenter: Dana R. Zezzo ProTowels Etc. Cell: 440-344-5933| [email_address] www.protowelsetc.com Pro Towels Etc. Dana Zezzo Dana Zezzo Pro Towels Etc.