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Direct An Innovative Marketing Campaign Using Social Media and Google
ASTD Chapter Leaders 2010
Contact Information:(617)-PATRICKwww.617-patrick.compat@617-patrick.comTwitter: @617patrick
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Introduction (Part 1)
• Thanks– Geoff Woliner
• Handouts, “college style”– http://www.617-PATRICK.com/alc.html
• Joke – substitute teacher in Russia
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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)
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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
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How Did You Find Out About ASTD?
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How Did You Find Out About ASTD?
• Word of mouth• Someone found you• You looked for a training organization
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In 2010…
• Word of mouth– Email – Facebook “Share” button– Twitter RT (retweet)– YouTube “Share” button
• Someone found you• You looked for a training organization
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• Scale of 1-10– 10 is expert– 1 never used it
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What Is LinkedIn?
• Web site– Profiles– Database of connections
• Rolodex• You invite others or they invite you
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• Profile
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• Friends are ”connections”
• Rolodex that updates when people move
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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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Friends = LinkedIn “Connections”
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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
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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
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Whoah…
• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?
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YouTube
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YouTube
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• Scale of 1-10– 10 is expert– 1 never used it
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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
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Whoah…
• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?
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• Scale of 1-10– 10 is expert– 1 never used it
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Advanced Facebook
• Promoting your chapter– Facebook advertising
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Facebook – Bad Name
• Made up by a college kid to be used by other college kids
• Used it for– Pictures – Sharing stories
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Should have called it…
P
A
T
R
I
C
K
ictures
nd
ales
eally
nspiring
ollege
ids
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Whoah…
• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?• Having a good time?
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Blogging
• Google loves them• Put blog on your website
– Wordpress– Get SEO all in One plug in
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• Scale of 1-10– 10 is expert– 1 never used it
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• “Micro-blogging”– 140 character messages, called “tweets”– Junk
• Like Facebook “status updates”• You “follow” people
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What Does Twitter Stand For?
T
W
I
T
T
E
R
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he
ay
hink
his
conomy
ecovers
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Twitter Search
• search.twitter.com– Look for keywords that your target would say
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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
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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
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Twitter – Conclusions
• Waste of time for many• Good for meeting people with
common interests• Great for marketing/sales
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• 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
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• Greatest story– http://www.617-patrick.com/baby
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Google Ranking
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Google Ranking
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• 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
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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
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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
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