social media marketing how it worked for me darchei noam frugal & freylach april 28, 2013
TRANSCRIPT
Social Media Marketing
How it worked for meDarchei Noam Frugal & Freylach
April 28, 2013
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Agenda
• My background• Website• Blogging• Newsletter– Mad Mimi– Paper.li
• LinkedIn• Facebook• Twitter• YouTube
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My background
• Pension & Benefits lawyer (25 years)• 2005: Early retirement• 2005-2009: Editor of Employee Benefits News Canada• 2009-2010: Contract developing course for
Humber College Centre for Employee Benefits• 2010-2013: Sheryl Smolkin & Associates Ltd –
journalist writing about pensions, benefits & workplace issues
Website
• Website to archive my work in 2010• Version 1 logo below
• WordPress blog• Cost about $1,500
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Website
• Re-designed May 2012http://www.sherylsmolkin.com/
• Video introduction• Archived full text of articles• More contemporary first page with video• Cost $4,000 because I paid to have over 400 full text
articles added to the database• Google “create a free website” to find dozens of
resources
Blog
• Blog which showcases your subject matter expertise
• Jumping off point for other social media exposure
• On my first website I posted news clips and original telephone audio interviews/podcast
http://www.sherylsmolkin.com/interviews/featuresinterviews/
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Blog
• Partnered with social media consultant to develop social media strategy for Saskatchewan
• Their blog is the core of their social media strategy, Facebook page etc.
• Expert interviews, plan results, ways to save money
http://savewithspp.com/2011/12/01/welcome-to-savewithspp-com/
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Blog
• Some bloggers have developed huge followings and been recognized by or made the leap to mainstream media
• Examples:
Krystal Yee: Give me back my five bucksRobb Engen: Boomer & EchoKerry K. Taylor: Squawkfox
• Blogs with large following can monetize by using google ads
Newsletter
• Mad Mimihttp://mad.ly/223531• Uploaded mailing list from Outlook• Brief article + links to my articles & blogs• Services available• Sent to over 300 people I had worked with as a pension
lawyer and journalist• Monthly until I got too busy• First issue I got a call to do editing for the Rothman
School’s Intl. Pension Journal10
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Newsletter
• Paper.lihttp://paper.li/• Instant publishing drawing on tweets from
people you are following• Benefits and Workplace issues Updatehttp://paper.li/f-1342031786?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub
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• Not just a place to post your resumé• Make sure your profile is up to datehttp://www.linkedin.com/profile/view?id=70224099&trk=hb_tab_pro_top• Get recommendations• Endorsements• Search for names and link to former
colleagues, contacts, anyone who may help you grow your business
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• Post content often like links to interesting articles, copies of your presentations, papers, industry developments
• Keep developing your network when you get messages, pop ups
• Recruiters pay for upgraded version and they will find you
• You can post to LinkedIn, Twitter at the same time subject to different length constraints
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• I have 570 Connections that link me to 5,972,145+ professionals
• Get notices when people move to new companies
• Free upgrade for journalists• Can see all full profiles• Send InMail to anyone on LinkedIn• Tremendous resource
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• I use it for sharing information about things I am interested in with friends and family
https://www.facebook.com/sheryl.smolkin?ref=tn_tnmn• Also post most of the articles I write• I have a smallish group of 133 friends• Privacy settings: only share with friends, and
not their friends although they can re-post
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• Can set up Facebook pages for business, events etc.
https://www.facebook.com/SaskatchewanPensionPlan?fref=ts• If someone “likes” your FB page, all updates
appear in their newsfeed• To engage people, post interesting information
related to your business, don’t just try to sell
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• Micro-blogging• 140 characters• https://twitter.com/• Can follow anyone you want• Hashtags• I follow 182 people and have 400 followers
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• Instant news before media websites even pick up on stories
• Also used by activists to organize large groups quickly, people in countries where there media is censored
• Tools like TweetDeck, HootSuite let you search for issues by hashtag and see everything that has been tweeted
• I tweet links to articles I have written• I follow employment lawyers, trade
magazines, unions, other financial bloggers • Keeps me up to date on new legal cases,
emerging issues I may want to write about
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YouTube
• Tremendous potential I have not exploited• You can make cheap and cheerful “how to”
videos with a handheld camera and upload them to your own channel
• Link to videos on your blog, website, twitter, FB, LinkedIn
• Top video of 2012?• Gangnam style with almost 1B hits!
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Integration
• Everything I write is posted on my website• I post links to FB, Twitter, LinkedIn• Use mobile apps for all three on my
BlackBerry to check newsfeeds when I’m in the car (not driving), waiting for appointments etc.
• Keeps me top of mind when my social media contacts need a writer/consultant
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Impact of Social Media
• On retainer to large insurance broker to write newsletters
• Re-connected with new VP through newsletter• HR website I wrote & did video interviews for
found me through my website• Moneyville, Toronto Star – Ellen Roseman was
on my newsletter list and recommended me
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Other resources
• Ryerson: CEID100: Digital Skills and Innovation for the Global Economy
• Free conference calls• Webex web conferencing and collaboration
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Why use social media?
• It’s free• It’s powerful• It’s fun
How do you use social media to promote your business?
