Direct An Innovative Marketing Campaign Using Social Media ... · Direct An Innovative Marketing Campaign Using Social Media and Google ASTD Chapter Leaders 2010 Contact Information:

Direct An Innovative Marketing Campaign Using Social Media and Google

ASTD Chapter Leaders 2010

Contact Information:(617)[email protected]: @617patrick

2

Introduction (Part 1)

• Thanks– Geoff Woliner

• Handouts, “college style”– http://www.617-PATRICK.com/alc.html

• Joke – substitute teacher in Russia

Copyright 2010 617-PATRICK Social Media Training

3

Goals/Objectives

• Learn:– techniques that you can use with LinkedIn to recruit

members.– why Facebook may be the best way to advertise your

chapter, even if you don’t use it personally.– how Twitter, the most bizarre and misunderstood site in

social media, can be used to attract new membership.– why YouTube may be the most significant change in

training history, and how you can use it.– how to get better Google ranking for your website. (late

entry)


4

My Bio

• I do speeches and consulting on – Social Media

• LinkedIn, Facebook, Twitter, YouTube, …

– Google ranking (SEO & PPC)

• VP of Operations for search engine that was tied with Google in 2000

• I do NOT work for LinkedIn, Twitter, etc


5Copyright 2010 617-PATRICK Social Media Training

How Did You Find Out About ASTD?


How Did You Find Out About ASTD?

• Word of mouth• Someone found you• You looked for a training organization


In 2010…

• Word of mouth– Email – Facebook “Share” button– Twitter RT (retweet)– YouTube “Share” button

• Someone found you• You looked for a training organization

– Google


LinkedIn

• Scale of 1-10– 10 is expert– 1 never used it

9

What Is LinkedIn?

• Web site– Profiles– Database of connections

• Rolodex• You invite others or they invite you


10

LinkedIn

• Profile


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LinkedIn

• Friends are ”connections”

• Rolodex that updates when people move


12

Power In Search

• You can search LinkedIn profiles• “People” in upper right should say “Search

Profiles”– By name – By company, position, skill

• http://www.the-linkedin-speaker.com/blog/2009/05/04/linkedin-training-tip-search-people-search-profiles/


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LinkedIn Advanced Search


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15

16

17

Friends = LinkedIn “Connections”


You

1st Level Connections

2nd Level Connections

CEO, Death Star

Pilot

Attorney

Hitman

Soup Nazi, New York

200 40,000

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Who Would You Connect To?


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Who Would You Connect To?

• Who would you connect to?– Former workers– College roommates, friends, social club members,

teammates– High school friends– Neighborhood groups– Parent groups– Military friends– Childhood friends, i.e. Cub Scout, Girl Scout, Baseball,

Gymnastics, …– People you met at conventions– Relatives– Others


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Advanced “Pat Tricks”

• LinkedIn Profile Tip– How many know how to spell your last name?

• http://www.the-linkedin-speaker.com/blog/2009/01/27/missing-linkedin-tip-%e2%80%93-misspell-your-last-name-in-your-linkedin-profile/


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Miscellaneous LinkedIn Features

• Questions & Answers– Show potential clients your expertise

• Recommendations • Groups

– Yours– Your customers

• Lots more…


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LinkedIn - A Bad Name

• What do you need?• You are

– looking for knowledge– relevant information– fast


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Should have called it …P

A

T

R

I

C

K


rompt

ccess

o

elevant

nformation

ontaining

nowledge

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Conclusion - LinkedIn

• Linkedin– Cold call your target market by title– Warm call them, based on friends

25

Whoah…

• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?


26

YouTube


27

YouTube



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YouTube

• Purposes for training– Make a “TV commercial” before events– Videotape events and show afterwards– Testimonials

• Free (or cheap)


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YouTube Technical

• Can be “embedded” on your web page– Code is to the right of the video at YouTube


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Embedded Video


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Who is…


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YouTube – Conclusions

• Videos– 30 second to 5 minute “TV commercials”

• Testimonials• Samples• Advertise upcoming classes

• Mistake everyone makes …• Motivational

– You are so lucky…– The smartphone


33

Whoah…

• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?



Facebook


Facebook



Advanced Facebook

• Promoting your chapter– Facebook advertising

3737

3838


Facebook – Bad Name

• Made up by a college kid to be used by other college kids

• Used it for– Pictures – Sharing stories


Should have called it…

P

A

T

R

I

C

K

ictures

nd

ales

eally

nspiring

ollege

ids

41

Whoah…

• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?• Having a good time?


42

Blogging

• Google loves them• Put blog on your website

– Wordpress– Get SEO all in One plug in

43

Twitter



Twitter


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Twitter

• “Micro-blogging”– 140 character messages, called “tweets”– Junk

• Like Facebook “status updates”• You “follow” people


46

What Does Twitter Stand For?

T

W

I

T

T

E

R


he

ay

hink

his

conomy

ecovers

47

Twitter Search

• search.twitter.com– Look for keywords that your target would say


48Copyright 2010 617-PATRICK Social Media Training48

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Twitter Search

• What might your target prospects be saying?


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Twitter Search

• What might your target prospects be saying?

Training?Make sure you say

–dog –marathon –personal –athletic -camp


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Engage With Them

• @reply– You can talk to them

• Follow them and they may follow you back• Use Twellow.com to find trainers




54

ReTweet

• One person can ReTweet (repeat) what another person says– RT @ericbloom ASTD meeting tonight in

Newton at Rebecca’s, see www.massastd.com for details


55

Twitter – Conclusions

• Waste of time for many• Good for meeting people with

common interests• Great for marketing/sales


56

Twitter

• Greatest story– Thursday, February 18th

• radio Amber Alert in Massachusetts

– My Tweet • AMBER ALERT, New England, left Swansea, MA @11:40, Silver

Ford Focus, MINN plate 677-AVP http://bit.ly/dlLQDy RETWEET

– People with most followers• www.twitterholic.com

– People in Boston• www.twellow.com

– Keep tweeting updates


57

Twitter

• Greatest story– http://www.617-patrick.com/baby


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Google Ranking



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Google Ranking


• Quick tip– Make your page “Title” like ours

• ASTD, Professional Training Association for Boston's trainers

• Longer project– Google loves “inbound links”

• others pointing to your page, ”voting” for it• we could all work together

61

TONS More…

• Handout– http://www.617-PATRICK.com/alc.html

• My website– http://www.617-PATRICK.com/

• I will send you a LinkedIn invite, or invite me– List of emails


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Summary – What You Can Do…

• LinkedIn – Go search for trainers– Find “friends of friends” that are trainers

• YouTube – Advertise upcoming meetings and speakers– Recap old sessions– Show testimonials

• Facebook– Advertising– Business page, i.e. fan page

• Twitter– Find your target market and talk to them– Fast word of mouth

• Boost your Google rankingCopyright 2010 617-PATRICK Social Media Training

63

Conclusions

• Types of social media for everyone…• How many

– believe in relationships for business?– have friends?– have something to say?– … don’t have time?– look good?

• Social media for business – If you don’t …


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The End


Documents

Direct An Innovative Marketing Campaign Using Social Media ... · Direct An Innovative Marketing Campaign Using Social Media and Google ASTD Chapter Leaders 2010 Contact Information: