SEO/Social Media & Other PR 101

SEO/Social Media & Other PR 101SERIES: ADVISING THE START- UP 2016

Premier date: April 27, 20161

Premier Date: April 27, 2016

SEO/Social Media & Other PR

101

ADVISING THE START- UP 2016 SERIES

© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 2

WE WOULD LIKE TO TAKE THIS OPPORTUNITY

TO THANK OUR SPONSORS


meet the faculty

PANELISTS

Josh Inglis Propllr

Joy Schoffler Leverage PR

Eric Ziegenhagen Handmade Social Media

MODERATOR

Michael Brandess,

Sugar Felsenthal Grais & Hammer LLP


Practical and entertaining education for business owners and executives, accredited investors, and their legal and financial advisors. For more information, visit

www.financialpoise.com

DISCLAIMER:

THE MATERIAL IN THIS PRESENTATION IS FOR INFORMATIONAL PURPOSES ONLY. IT SHOULD NOT

BE CONSIDERED LEGAL ADVICE. YOU SHOULD CONSULT WITH AN ATTORNEY TO DETERMINE

WHAT MAY BE BEST FOR YOUR INDIVIDUAL NEEDS.


http://www.financialpoise.com/

about this webinar

How does a young company build its brand and create buzz? Marketing and

public relations in the twenty‐first century almost certainly must include

building a social media presence and understanding the ins and outs of SEO

(search engine optimization). But marketing doesn’t end there. Developing an

approach is very much a matter of understanding a startup’s target audience—

and accordingly, a strategic marketing and PR plan is a necessity. However,

and importantly, marketing and PR are often quicksand for the new business.

While creativity is invited into the process, it is important to create a marketing

budget and live within its parameters. Planning ahead will guard against

wasted time and money, two assets in short supply for most startups. This

webinar provides the entrepreneur and his or her advisors with an overview of

some of basic marketing strategy for startups.


about this series

The initial stages of the life of a business present novel and exciting challenges. While emotion,

energy and great aspirations are the mark of a startup, financing, infrastructure and a grounded

marketing plan are the fuel which propel a business forward.

Whether dealing with starry-eyed first time entrepreneurs or established professionals starting their

own businesses, many of the principal concerns remain the same: (i) raising capital; (ii) finance and

accounting; (iii) human resources; and (iv) developing and executing a marketing plan. As the market’s

taste for startups continues to grow, opportunities to participate, advise and facilitate their growth are

plentiful.

Join some of the leading experts in this unique and growing field as they discuss- in plain English for

the non-expert- the basics and the fundamentals of advising a startup.

As with all Financial Poise webinars, each episode in the series is designed to be viewed

independently of the other episodes, and listeners will enhance their knowledge of this area whether

they attend one, some, or all of the programs.


episodes in this series

EPISODE #1 Raising Capital: Negotiating with Potential Investors 1/27/2016

EPISODE #2 Finance & Accounting 101 2/24/2016

EPISODE #3 HR 101 3/23/2016

EPISODE #4 SEO/Social Media & Other PR 101 4/27/2016

Dates above are premier dates All webinars also available On Demand through West LegalEd Center and Vimeo


Importance of Social Media in Business

Top 10 Benefits of Social Media for Startups

1. Increased brand recognition

2. Improved brand loyalty

3. Increased opportunities to convert

4. Higher conversion rates

5. Higher brand authority

6. Increased inbound traffic

7. Decreased marketing costs

8. Better search engine rankings

9. Richer customer experiences

10.Improved customer insights


Knowing Your Target Market

Types of Audience

Current clients

Potential clients

Associates of current/potential clients

Journalists/Editors

Bloggers

Suppliers

Thought leaders

Target Considerations

Age

Location

Gender

Education

Interests


Understanding Platforms and Choosing Forums


Content Distribution / Amplifying PR

Three main channels of content distribution:

Owned media includes the channels that

belong to you, where you control the

content. This can be your blog, website,

email newsletter, and social media profiles.

Earned media involves others sharing your

content. This can take the form of social

media shares, guest posts, media

coverage, and product reviews.

Paid media is the exposure you pay for, be

it pay-per-click ads, display ads, social ads,

or otherwise.

https://blog.bufferapp.com/content-

distribution-tools


Lead Generation

Think of lead generation as gathering

intelligence on your customers. You’re

getting to know:

• What your target audience is

interested in

• Which products you could potentially

sell to them

• What their pain points are

• How you can eventually turn them

into paying customers

http://sproutsocial.com/insights/social-media-lead-generation/


Customer Acquisition

With social media however, the conversion is not typically driven

directly from the platform, leaving many without a clear picture of

how social media helps their businesses. Despite these issues,

many businesses are finding social media can drive results.

The other side of the coin is the customer. While businesses may

be concerned about ROI and wonder how social media can help

drive revenue, customers increasingly turn to social media to talk

to businesses and get recommendations on products and

services from their peers.

In fact, 77 per cent of brand conversations on social media are

people looking for advice, information, or help. As a business, it’s

your job to listen, respond, and give customers and potential

customers the information they need. If you do, you’ll be

rewarded.

-https://www.salesforce.com/ca/blog/2015/05/How-to-Utilize-

Social.html


Building a Community

Genera

l T

ips • Stay brand

consistent

• Blogging

• Follow to be followed

• Engage in a conversation

• Be personable

• Be professional

• Network

• Quality over Quantity

An engaged social media community is integral to your success

online. It’s the very reason businesses join social networks in

the first place. Your social media community isn’t just

composed of prospective buyers; it’s also full of potential

advocates—the people who will spread your message beyond

your reach to their own networks. In a business climate

where 92 percent of people trust earned media, such as

recommendations from friends and family, above all other

forms of advertising, these social media advocates are

indispensable.

- https://blog.hootsuite.com/the-3-stages-of-building-social-media-community/


Social Media Research Data / APIs

The social media has wealth of information available to an

online marketer to use in enhancing their business

marketing strategies. Big data collection is embedded

within the social media and you can extract it using social

media apps. APIs build a convenient programming

environment between the application and a social media

website to pull out and extract features that will be helpful

to your social media marketing efforts.

- http://www.business2community.com/social-media/social-media-apis-data-collection-

strategies-0887426#iQO83mKpOJXZXVVd.99


What are SEOs?

SEO is a marketing discipline focused on

growing visibility in organic (non-paid) search

engine results. SEO encompasses both the

technical and creative elements required to

improve rankings, drive traffic, and increase

awareness in search engines. There are many

aspects to SEO, from the words on your page

to the way other sites link to you on the web.

Sometimes SEO is simply a matter of making

sure your site is structured in a way that search

engines understand.

-https://moz.com/beginners-guide-to-seo


Search Engine Optimization Tips

Make

your site

easier to

navigateNotify

search

engines

of

mobile

sites

Create

unique

title tags

for each

pageOffer

quality

content

and

services

Use

brief but

descripti

ve titles

Guide

mobile

users

accurate

ly

Write

better

anchor

testMake

use of

webmas

ter tools

Improve

structure

of your

URLs

Accurate

ly

describe

page’s

content

Optimize

your use

of

images

http://static.googleusercontent.com/media/www.google.com/en//webmasters/doc

s/search-engine-optimization-starter-guide.pdf


Importance of Social Media in Business

Facebook is now responsible for a whopping 15.8 percent of total time

spent on the internet

Nearly one out of every three Americans receives

their news through Facebook.

40 percent of people socialize more via social media sites than they do

face-to-face.

The average Twitter user spends 170 minutes per

month on the site or mobile application.

The average social shopper spends an

average of $140 when coming from Pinterest and

$60 when coming from Facebook.

http://www.inc.com/samuel-edwards/a-social-media-guide-for-startups-and-entrepreneurs.html


Budgeting Tips

Word-of-mouth marketing has always been a

startup's best chance of success when working

with a limited budget. Thankfully, the internet has

significantly accelerated the pace at which word-of-

mouth marketing takes place. Specifically, social

media has made it possible for small startup

businesses to reach millions of consumers with the

click of a button.

-http://www.inc.com/samuel-edwards/a-social-media-guide-for-startups-and-

entrepreneurs.html


General Tips


More About The Faculty:

D

MICHAEL [email protected]

Michael A. Brandess, an attorney at Sugar Felsenthal Grais & Hammer LLP in the firm’s Bankruptcy, Reorganization & Creditors’

Rights practice group, is consistently recognized for his dedicated and zealous representation for his clients, finding the most

efficient and creative solutions, securing his clientele the most value for their claims. Michael’s practice focuses on representing

creditors, debtors and creditors’ committees in complex corporate restructurings.

Michael has a wealth of experience representing both secured and unsecured creditors in complex restructurings and liquidations

across the country, in industries ranging from real estate, construction, retail, financial services, telecommunications and

restaurant franchises. Michael represents secured lenders both before and during insolvency proceedings, protecting his clients’

collateral from diminution of value, so they may realize a higher return. Additionally, he has successfully represented asset

purchasers in complex bankruptcy sales, creditors’ committees in difficult reorganizations and liquidating trustees and plan

administrators during the wind-down of multi-million dollar bankruptcy estates.

Michael’s experience extends across the country, having represented his clients in complex bankruptcy matters before the U.S.

Bankruptcy Courts for the Southern District of New York, the District of Delaware, the Southern District of Florida, the District of

Arizona, the Central District of California, the Southern District of Texas and the Northern District of Illinois.


[email protected]


D

23

JOSH INGLIS

[email protected]

Josh Inglis is the founder and principal of Propllr, a PR and content marketing firm

that helps startups and technology companies gain visibility and credibility with key

audiences. His first foray into technology came in 1981 when he bought a Sinclair ZX-

81 - complete with 64k RAM cartridge - with his paper-route, mowing and snow-

shoveling earnings. Josh is a regular mentor at SXSW and with various startup

incubators and accelerators.

Clients: Start-ups, IoT, Education, Healthcare, Cord-Cutting, e-Commerce, Insurance,

Manufacturing, UX/UI, Personal Finance, Financial Markets, Hedge Funds

© 2016 DailyDAC, LLC d/b/a/ Financial Poise™

[email protected]


D

24

JOY [email protected]

Joy Schoffler, principal of Leverage PR, is a nationally recognized author and speaker

in the field of innovative financial services marketing and communication. Prior to

launching Leverage PR, Joy served as director of acquisitions for an Inc. award-

winning private equity firm. Joy has written for a number of publications including:

Entrepreneur.com, Social Media Monthly and MarketingProfs, among other outlets.

She is a contributing author for the Wiley-published Bloomberg Media book

“Crowdfunding: The Ultimate Guide to Raising Capital on the Internet.”

Her expertise in helping issuers and investment firms market themselves to the

accredited investment community has additionally led to Joy being featured in a

number of outlets including: CNBC, Forbes, Inc., Reuters, Yahoo! Small Business and

dozens of other niche sites.


[email protected]


D

25

ERIC ZIEGENHAGEN

[email protected]

Eric creates and manages social media for luxury hospitality brands, with a unique combination of

brand strategy, service, prospecting, engagement, publicity, and nuanced writing and photography.

In 2011, 2012, and 2014, the top-rated U.S. hotel awarded by TripAdvisor and Travel + Leisure was a

hotel I represented and embodied online. During these years, these hotels were also awarded top

awards by Conde Nast Traveller, Wallpaper, Robb Report, Forbes, and other publications.

Being the “digital voice” for these world-class luxury hotels meant embodying their extraordinary

service, design, and experience on a daily basis. Cultivating a community among the

hotels’ prospective and return guests directly led to the ability to organize and “get out the vote” from

the hotels’ loyal guests and brand champions.


[email protected]

Visit www.eisneramper.com

EisnerAmper. Let's Get Down to Business®

EisnerAmper LLP is a leading full-service advisory and accounting firm, and is among the largest in the United States. We provide audit, accounting, and tax services, as well as corporate finance, internal audit and risk management, litigation services, consulting, private business services, employee

benefit plan audits, forensic accounting, and other professional advisory services to a broad range of clients across many industries. We work with high net worth individuals, family offices, closely held businesses, start-ups, middle market and Fortune 500 companies. EisnerAmper is PCAOB-registered and provides services to more than 200 public companies and to thousands of entities spanning the hedge, private equity, brokerage and insurance

space in the financial services marketplace. As companies grow we help them reach their goals every step of the way.With offices in New York (NY), New Jersey (NJ), Pennsylvania (PA), California (CA), and the Cayman Islands, and as an independent member of Allinial

Global, EisnerAmper serves clients worldwide.


http://www.eisneramper.com


www.financialpoisewebinars.com© 2016 DailyDAC, LLC d/b/a/ Financial Poise™ 28

http://www.financialpoisewebinars.com/

50,000 +

Weekly

newsletter

subscribers

15,000 +

website

Visitors

per month

10,000 +

webinar

attendees

per year

business owners

& executives

Attorneys

Accountants

Bankers

Business brokers

Consultants

Commercial lenders

debt traders

Developers

Entrepreneurs

high net worth

investors


http://www.financialpoise.com


http://www.accreditedinvestormarkets.com

http://www.accreditedinvestormarkets.com

http://commercialbankruptcyalternatives.com


http://commercialbankruptcyinvestor.com

http://commercialbankruptcyinvestor.com

http://commercialbankruptcylitigation.com


http://www.businesstransitionandexitplanning.com


http://www.chamberwise.org


http://www.dailydac.com


http://www.financialpoisewebinars.com


50,000+ WEEKLY NEWSLETTER SUBSCRIBERS

15,000+ MONTHLY WEBSITE VISITORS

10,000+ YEARLY WEBINAR ATTENDEES

PODCASTS, E-BOOKS AND MORE

educating

various constituents about

risks & rewards involving

financially distressed

businesses

educating

investors

about

options

beyond

publicly traded securities

educating

business owners

&

executives










http://www.commercialbankruptcyinvestor.com

http://www.commercialbankruptcyinvestor.com







http://www.aimkts.com

http://www.aimkts.com





About Financial Poise™

DailyDAC, LLC, d/b/a Financial Poise™ provides continuing education to business

owners and executives, investors, and their respective trusted advisors. Its

websites, webinars, and books provide Plain English, sometimes entertaining,

explanations about legal, financial, and other subjects of interest to these

audiences.


The ChamberWise™ Education Consortium is a resource for Chambers

of Commerce to provide its members with valuable member benefits by

offering relevant business education webinars; and generate revenue

for the Chamber as well.www.chamberwise.org


http://www.chamberwise.org/

Important Notes

• THE MATERIAL IN THIS PRESENTATION IS FOR GENERAL EDUCATIONAL PURPOSES ONLY.

• IT SHOULD NOT BE CONSIDERED LEGAL, INVESTMENT, FINANCIAL, OR ANY OTHER TYPE OF ADVICE ON WHICH YOU SHOULD RELY.

• YOU SHOULD CONSULT WITH AN APPROPRIATE PROFESSIONAL ADVISOR TO DETERMINE WHAT MAY BE BEST FOR YOUR INDIVIDUAL NEEDS.
