Social Media Marketing

1. Social Media Marketing How it worked for me Darchei Noam Frugal & Freylach April 28, 2013

3. Agenda • My background • Website • Blogging • Newsletter • Mad Mimi • Paper.li • LinkedIn • Facebook • Twitter • YouTube

4. 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

5. Website • Website to archive my work in 2010 • Version 1 logo below • WordPress blog • Cost about $1,500

6. Website • Re-designed May 2012 http://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

7. 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/

8. 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/

9. 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 bucks Robb Engen: Boomer & Echo Kerry K. Taylor: Squawkfox • Blogs with large following can monetize by using google ads

10. Newsletter • Mad Mimi http://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 Journal

11. Newsletter • Paper.li http://paper.li/ • Instant publishing drawing on tweets from people you are following • Benefits and Workplace issues Update http://paper.li/f-1342031786?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub

12. LinkedIn • Not just a place to post your resumé • Make sure your profile is up to date http://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

13. LinkedIn • 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

14. LinkedIn • 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

15. Facebook • 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

16. Facebook • 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

17. Twitter • Micro-blogging • 140 characters • https://twitter.com/ • Can follow anyone you want • Hashtags • I follow 182 people and have 400 followers

18. Twitter • 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

19. Twitter • 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

20. 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!

21. 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

22. 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

23. Other resources • Ryerson: CEID100: Digital Skills and Innovation for the Global Economy • Free conference calls • Webex web conferencing and collaboration

24. Why use social media? • It’s free • It’s powerful • It’s fun How do you use social media to promote your business?

25. Questions? Sheryl Smolkin sheryl@sherylsmolkin.com www.sherylsmolkin.com [ADD LINK TO PRESENTATION ON MY WEBSITE]