Jeff Cutler, content and social media specialist for the Society of Professional Journalist, is the Keynote Speaker for Tech Day Camp South Shore 2013. Jeff is a skilled communicator in traditional and new media and nationally recognized marketing expert. Jeff is frequently tapped to train large and small organizations in the use of social media tools.
His latest social media and content specialist roles have been for the Society of Professional Journalists as a session presenter; a speaker at the #140Conf in Boston; FutureM panelist at NERD in Cambridge; presenter at NAB and RTDNA in Las Vegas and many more guest-speaking roles. (See more at http://jeffcutler.com in the sidebar)
In an age where communicating with your customers, the media and partners is easier than ever, there are some pitfalls to avoid. Jeff Cutler, career journalist and freelance writer, keynotes our 2013 event with a brief discussion on communication. He’ll give you the ONE thing you need to focus on to creative successful business communication, no matter if you send out postcards or FB ads. Here’s a hint…Jeff’s keynote is titled Audience, Audience, Audience.
With the events this summer surrounding the NSA and internet security, privacy has never been a hotter topic than it is now. What can you do to help keep your social privacy private? This presentation addresses privacy issues on social sites like Facebook, LinkedIn and Twitter.
The presentation will cover securing your profile on Facebook, safer alternatives to Google search and current privacy issues on social media. Also included will be an overview (pros and cons) on biometric versus password identification on the Internet.
Are you passionate about your business but not sure how to let your customers know why they should do business with you vs. your competition? Are you unsure how to integrate your traditional print and online marketing to make them more effective? Do you feel like your social media efforts have no focus or real direction? New technologies can come and go, but if you have a strong foundation at the core of it all, you can build on it to create an impactful brand no matter what the media might be. Learn a process that will help you identify how to develop your story, connect with your customers in a meaningful way and some ideas on how to utilize digital media to spread the word.
Do you wonder why your images are fuzzy, especially when you print them? Do you have trouble figuring out how to get your photos looking right on your web site or social media?
This Photoshop for Small Business session focuses on how to use just the essential elements of Photoshop for your every day business needs! Why spend hundreds of dollars to learn all the aspects of Photoshop you probably won’t use, when you can learn the basics of this powerful program here. We’ll only focus on the elements of Photoshop that you need for refining pictures, how to enhance them with basic fonts and what resolution is appropriate for web and print.
By now, we’ve all heard a lot about Social Media Marketing. We’ve heard how important it is, it’s the must do of your marketing plan, and how much time it takes. This session will help sort out what Social Media Marketing, or content marketing, is all about and how to start to develop a plan that works for your small business, organization or non-profit. At the core of social media is all the multitude of social media networks – twitter, linkedin, pinterest, youtube, facebook etc. There are seminars and workshops offered all over the place on these networks. But, how do they work together to create a effective marketing plan?
In this session, we’ll cover the major social media networks, their general demographic reach, what the major function is of these networks and how they work together. After this session you should have a good idea of what social media networks should work for your business and ideas for how to create a great social media marketing plan.
With all the great devices available to small business owners today, it is more important than ever to make sure that they all work together easily and efficiently. It seems like George Carlan’s famous skit stuff has hit the technology world. I have my desktop computer when I’m at home, but when I go out do I take my notebook, tablet and my phone? Or on this trip is my tablet and my phone enough. Maybe I’m out networking and I only have space for my phone. Sound familiar? When you do buy or upgrade your phone, how well does it integrate into the rest of your system? These days when you are buying a product for your business it’s not just a stand alone device, it’s part of an ecosystem. In this presentation, Mike will talk about the integration of all your technology.
Channels, Devices, new ways of marketing with inbound and content. Marketers are faced with many challenges and also opportunities.
Agile Marketing is data driven marketing. It gives you the ability to systematically use data over personal opinions about the effectiveness of your marketing efforts. It helps you create a more flexible plan that can quickly adjust to changing market and implement small experiments rather than large bets. This session will cover the principles of agile marketing, how it fits in a small business or organization, and monitor your marketing efforts. Although this marketing is fairly new, we see that it will soon be as big as social media is today. So if you’ve never heard of agile marketing, it’s get on board now and get ahead of your competition.
What’s an amyCQ? Amy Caracappa-Qubeck is founder of amyCQ Design, a graphic and multimedia design studio. Amy has professional design experience on both sides of the house…out side design- (design studio) and in-house (at the world’s largest private, non-profit oceanographic research institution). She received a BFA in Graphic Design/Letterform from the University of Massachusetts Dartmouth, and occasionally returns as a Graphic Design guest critic. AmyCQ contributed illustrations for a GD USA American Graphic Design Award winning promotional piece and her student project on typography in motion is published in Type Rules!: The Designer’s Guide to Professional Typography by Ilene Strizver.
Amy believes strongly in using the power of emotion and human connection through visual communication in order to build a solid business in this new economy. She’s not afraid to go bold (extra black for my fellow typophiles) and fly your flag high upon the flagpole. My mission, if should so choose to take a journey with me, is to guide, advise, solve and execute the visual merger of the ‘where you’d like your brand/visuals/illustration/campaign to be’ with ‘where it is’. Her specialties and strengths are: Logo/Branding, Illustration and Print/Digital Design
Twitter is an incredibly easy tool to use and with a little forward planning can be a great way to spend some of your marketing time. Using 140 characters you can market yourself, build relationships with the Twitterati, drive traffic to your site and make sales! What’s not to love?
This workshop will help you understand how you can use Twitter as an effective marketing tool for your business.
Do you have a blog? Do you need a blog? Are you looking for strategies to get your information out to different channels?
This interactive workshop will cover: The importance of blogs – search engine optimization (SEO), Platforms for blogging, Creating ideas – brainstorming for blogs, Keyword driven content, Social media networks Strategies for increasing participation, and Strategies for growth. We will be searching effective ways to get consistent and referral traffic for your posts. This workshop will help you with blog distribution and tips for online engagement.
Does your head spin when you hear about, let alone try for yourself, Linkedin for Business? Keep in mind that social media is neither a strategy nor a solution, but rather a TOOL to help you reach your goals. As a business owner your needs are different from an employee, and how you use social media can help make your life easier – or harder.
LinkedIn is an obvious choice and can be used to help you easily stay connected to your clients, referral sources, and prospects. It can help you identify prospect companies in specific industries and geographies along with the decision makers – and potentially who you already know that can help you with an introduction! In addition to being a research tool, you can also share your newsletter, blog, or company information to a broader audience. In this session, Maximizing Linkedin for Business Owners, you’ll learn how to effectively use Linkedin to grow your business, expand your network, and develop powerful business connections for your company.
Highlights of Maximizing Linkedin for Business Owners include:
How many times have you heard “If I can introduce you to anyone, let me know.” from a colleague or friend over coffee? Learn a new way to use LinkedIn to take people up on their offer.
How your personal profile can portray your “personal brand” and help you grow your business.
For B2B businesses, identify a list of prospects/decision makers that your network can introduce you to who have the right title, in the right industry, and right geography.
Getting the most out of your Linkedin company page
Have questions about LinkedIn? Get your questions answered.
Rob Ciampa is returning to Tech Day Camp South Shore 2013 updating his great Video Marketing presentation “Dominating the YouTube Nation“. This powerful presentation talks about the monumental shift going on from traditional media and video marketing. Though it initiated in (and still continues with) the consumer world, savvy marketers are driving the charge in the business world. They know YouTube Nation is the future of business. More importantly, they know the rules of YouTube are different from both traditional and broadcast marketing. They understand that content matters, and that getting the right video content in front of the right audience will trigger the right action.
Here is a video Rob made that discusses the use of YouTube and online video for marketing. This video is a highlight reel from the innovative marketing conference, FutureM, which is held yearly in Boston and is run by MITX. YouTube and and online video represent the onset of precision market sizing, hyper-targeting, and 10X response rates. YouTube revolutionized online video. Now it’s poised to do the same with business by incorporating great programming, customized branding, and highly-targeted advertising. Key questions to the audience: Are you and your organization ready to use YouTube to engage your prospects, partners, customers, and employees like never before? More importantly, are you willing to embrace a medium that will increase your marketing response by a magnitude?
Synergyse offers Google Apps training right inside of Google Apps. It looks like a great product and all attendees of Tech Day Camp will be eligible to receive a free one year subscription to Synergyse training for Google Apps.
Synergyse: Interactive Training Inside of Google Apps
Figuring out your brand and keeping it consistent has always been a challenge for small businesses. We the major influence of social media and all the digital platforms it’s become almost impossible. At Tech Day Camp – United Regional Chamber, Laura Willis from Willis Works Communications gave this great session on branding designed for small business in this digital era. Here is the slide deck Laura used:
Agile Marketing is pretty new and looks like it will take over how we market a lot like how social media has taken over how we communicate and build community around us. Agile Marketing comes to us from agile software development – the same principles apply, just to marketing development and implementation instead of software development. It gives us a great way to consistently and quickly monitor the effectiveness of our efforts and make adjustments.
Barrett Simms presented two sessions on agile development at Tech Day Camp – United Regional Chamber. Here are his slides from his Introduction to Agile Development.
This clip “What is SEO?” is from Tricia Whites’ What is SEO session at Tech Day Camp – United Regional Chamber. Search Engine Optimization has been a huge topic for a long time. With the drive towards content marketing and social media taking center stage, traditional SEO has started to take a back seat. The truth is that keywords integrated into your content and social media is crucial – every blog post, landing page and most of your social media should be optimized. Tricia takes us through what optimizing a page looks like.
Page Titles are one of the first things we look at for optimizing a page. The title of each page should be optimized for what it is in the tabs. For example your home page tabs should not say “home” this does nothing for search. For example if you are an attorney the tab could say “Boston Attorney OUI”. Every page can have its own unique title that is optimized with key words.
Page descriptions are done in the back end of your site. If you are using WordPress you can use the Youast plugin and it will give you a field to put in a page description. In the description use the keywords that you are optimizing the page and site for as well as describing the page. Limit this to 170 characters – about 2 sentences.
It’s the same with keywords – only use 10 to 15 words. Put the most important keywords first. Keywords should be slightly different for every page, because they should be describing that individual page.
If you start doing this on every page on your site, you are now telling the search engines what is on that page, what is important and what you want to be found for.
This clip “Linkedin Company Pages” is from Kaitlyn Pintarich’s Leveraging Linkedin to Grow Your Business session at Tech Day Camp – United Regional chamber. Linkedin is used by a lot of professionals – but mostly on a personal level. Kaitlyn covers the company pages because there is not as much information out on them.
Over the last couple of months Linkedin has increased the functionality of their company pages. This is a great tool to highlight your companys’ products or services. If you are a large company you can add a careers tab – it’s about $10,000 minimum. Since Linkedin charges to post jobs, if you are posting a lot of jobs it may make sense.
Make sure you add a banner image. You can add up to 3 banners and they will rotate on the page – and they are clickable. So you can add a landing page or call to action page by linking it to the specific banner. Use pictures – these pages are really image centric.
Put in a really good summary of your business that welcomes them to your page. It should tell people about your business and maybe contain a call to action. You can also post status updates on the page. If it wasn’t already enough to post them on your personal profile post them on your company page. This is a great place to advertise what is going on with your company. Remember that people can follow your company and this is a great place to add great content. Companies can buy premium pages for their employees, so if you have a sale team this is something that you may want to do.
If your employees are on Linkedin, encourage your employees to link to your company page. This gives your company some added advertising. Add your products or services. You can add a picture and a description there. You can provide an email link (up to 3 per product) so people can contact you about the products or services. People can recommend you and your products or service on the company page. You can also upload videos.
Remember, people do business with people. Linkedin is a social networking site, but you want to keep it relationship driven. Also never spam on Linkedin – or any social network. This will only tend to drive people away and destroy relationships. Social networks are about engagement and not about constantly pushing out your message.
This clip “How to Write a Great Tweet” is from Julie Campbell’s Twitter 101 session at Tech Day Camp – United Regional Chamber. Julie’s session was one of the best attended sessions there with lots of great questions and information. She shared 6 different things to keep in mind for your tweets.
How to write a great tweet –
Keep it conversational and informal – Since a tweet can be informal, it’s OK to use short codes like you would when you are texting. Grammatical errors and misspelled words are not OK.
Employ wit and humor – Wit and humor work really well. Julie likes to use the hashtag fail. She gives an example of missing a turn getting to Tech Day Camp and could have tweeted missing the turn and adding #fail. She also talked about the #firstworldproblems like the Wifi isn’t working. Obviously this wouldn’t be a 3rd world problem. Keep in mind you can’t be business all the time, you need to have some personality.
Make it shareable – Tweets should be shareable. That being said, not all tweets are shareable, most tweets are. If you are sharing links you should add click here and a description on what the link is about. For example click here for the top 5 reasons to use twitter and the link.
Content has to be worth reading, clicking and retweeting – This is pretty obvious.
Ask questions – Questions are great. They typically create a lot of engagement. Maybe something like Red Sox or Yankees.
Current Events – Keep up with current events, especially if it relates to your industry or area of expertise. It’s OK to comment on areas outside your area, like the Olympics or Television shows, they will help give you more personality on Twitter.
Facebook is a huge network for sharing information. Here is a video from Tammy Jacobsen’s presentation at Tech Day Camp – United Regional Valley “Facebook for the Business Professional”. If done well it can provide great value to your customers and potential customers. You can communicate with and interact with them to build relationships. Make sure you are posting frequently and linking posts back to your website.
Here are a bunch of awesome facebook Stats:
1 out of every 8 minutes online is spent on facebook
93% of US adult internet users are on facebook
The average facebook user spends more than 11 hours/month on facebook
137.6 million unique visitors per month (In the USA alone)
54% of monthly users access it via a mobile device
25-34 year olds use facebook most
Users are 53% female and 47% male
Traffic is highest mid-week (1-3pm)
Engagement is 18% higher on Thursdays and Fridays
83 million Fake facebook profiles
200 million photos are uploaded each day
Average time spent on facebook is 20 per visit
58% of Fortune 500 companies have an active corporate facebook account. 62% have an active corporate twitter account
80% of US social network users prefer to connect with brands through facebook
Retail is the top industry that has acquired customers through facebook
53% of shoppers who clicked through from a friends facebook page have made a purchase
Consumers who follow a link to a retail site from facebook spent an average of $100.00
B2C = 77%
B2B = 43%
Auto posting to facebook decreases likes and comments by 70%
Pinterest is one of the fastest growing social media platforms. Like all social platforms Pinterest is constantly evolving and changing. Here is a clip from Julia Campbell’s presentation at Tech Day Camp – United Regional Chamber that talks about what you should pin, and what are great pins.
People spend hours and hours on Pinterest, to make the best use of your time you need to focus on original intent and content. Julia doesn’t sell a product, but she does write a blog, so she pins her blog posts and links them back to her website to generate more traffic for her blog. If you have a product you should do the same thing – pin interesting pictures of your product or service and link it back to your website.
One of the most common questions Julia gets is what makes a great pin. Videos work really well, you can link to youtube, vimeo, etc. These can be videos of your products, testimonials and customers tend to work really well. Make sure to use a good image with text over it. There is a great discussion about videos in general – whether or not they need to be professionally done and whether or not you should be in the video. Julia doesn’t think it’s necessary for a professional video & you should be in it. The session on video marketing thinks the opposite. As a youtube partner I know that there is a middle road – if you are a business you need to look professional, but you don’t need a highly produced video. Just produce a lot with good production value (great picture, sound & story) and treat your youtube channel like any other social network. Here’s an example that we created http://www.youtube.com/thegymnasticminute
Other great pins are pictures with a text overlay. These tend to do really well. Julia uses Pic Monkey – it’s like photoshop for dummies and has great results. Text can be: learn more, a statistic or a quote, remember that less is more. Quozio is another great resource. Just type in your text and it make an image for you from the text. Noland Hoshino has great examples of this. Infographics are also great for Pinterest. Mashable is a great example for this. You can use Infogr.am to create this type of pin. They are not as nice as what a great graphic designer can make, but they are pretty good.
Last, use Pinterest to find ideas for your blog or other content for your website that are in your field. Remember that content is king.
Regardless of what type of computer or tablet you are using, the vast majority of us do use Microsoft Office. Here is a clip on the Format Painter in Microsoft Office from June Bertucci’s “Microsoft Office – Tips & Tricks” at Tech Day Camp United Regional Chamber. It’s something that I never used, mainly because I didn’t know about it. It should save me a ton of time in the future.
Say you work for a big company and there is already a beautiful document on your server and they ask you to add your name and bio. So you go in and add your information and it looks awful! It doesn’t match any of the formatting of the original document. The Format Painter fixes that for you.
What you would do, is go to the original beautiful document and highlight the area you like, click on the format painter, then highlight the area on the information you added and the format painter then adds all the formatting from the area you highlighted on the original document. This will work in all of their products, whether it’s Word, Excel or Outlook, it works!
This clip is from Michael T. Sanders “Increasing Your Social Media Presence” at Tech Day Camp – United Regional Chamber.
When you are building and growing your social media content, it’s important to be authentic and all of your engagement authentic. There are different ways to approach people and share your message. For example when you get a telemarketing call and they start reading a script, most peoples first thought is to just hang up. These calls are not personal, they are intrusive, and you don’t know who they are. They are just playing a numbers game an hoping that maybe 1 out of 200 will engage. Social Media is looking for the opposite effect and have maybe 150 or more out of 200 engage. You do this by producing content that you believe in and that people can relate to in your given are. Last year Brand Marketers spent over $600 million building content with this in mind.
You can use the big 4 social media platforms to build audience with authentic engagement. Linkedin has 175 million users that are a captive audience. Twitter has over 400 million tweets a day. Facebook has 1 billion users. Looking at last years Super Bowl no marketers marketed their facebook, they used hash tags instead. It’s much easier to advertise a hash tag that to get people to engage on facebook. Michael sees Youtube as the 4th big social media platform, but didn’t give any statistic for it.
Insight and engagement become extremely important as you grow your brand and start leveraging for larger audiences with these collaborative platforms. Determine what the demographics of your audience is and develop that platform that matches them best. For example if you are a musician facebook and youtube are a great place to be. The goals are to get people aware of your brand, like it, mindshare and become advocates for you.
Here’s the video:
Michael has actively contributed 15+ years to the fields of both Learning and Development and Strategic Marketing. He is currently thriving as the Managing Principal of Intellectual Impact focusing on online learning, 3D video, problem solving, social media marketing,and Lean initiatives. As a jack-of-all-trades, he has proven experience in the areas of management, LMS management/implementation, instructional design, multimedia, video production, courseware development and video integration.
Prior to Intellectual Impact, Michael was the Manager of Technical Training for Canon North America with the Imaging Systems Division. Throughout the years, Michael has served as a hands-on manager on large scale online initiatives for companies such as Computershare, State Street Financial, Deloitte, Monsanto, Solutia, and Brown Brothers Harriman. To achieve these initiatives, Mike has attained his Master of Science degree in Industrial Organizational Psychology from Springfield College and his Bachelors in Psychology from Stonehill College.
In his leisure time, Michael spends time writing music as well as creating abstract artwork. As an avid collector, Michael has assembled a large display of guitars, artwork and vintage memorabilia. As a technical hobby, he has been developing immersive interactive 3D programs for manufacturing, marketing and sales applications.
To support the goal of lifelong learning, Michael serves on the Board of Directors for the Greater Boston American Society of Training and Development as the Vice President of Marketing as well as on the board for the American Marketing Association Southeastern New England.
Thing #5 from Shea Baker’s “10 Things to Know Before Starting a Website” at Tech Day Camp – United Regional Chamber.
Shea defines content as every bit of text or copy that goes on your website. There is no magic button that creates content for your site – it all must come from you. So unless you’ve hired a full service PR or Marketing firm to create that content you are responsible for it. So before you meet with a developer, outline all the content that you plan to have on the site. Make sure all the content is typed – it needs to be in digital form with little formatting. Word processors and web editors format differently.
Next you need to create the sites architecture, your developer can normally help you with this. This is different than what a software developer talks about. Site architecture, or a site map, is about how many pages you have and how they are organized. It’s important to understand how your site should be laid out to help determine navigation and overall usability to the visitors to your site.
If you have it in your budget consider hiring a copywriter. As a small business owner you are normally do a million things, and a good copywriter will save you a lot of time. If you don’t know any good copywriters, normally your developer does.
Don’t forget about your meta data. Meta-tags are keywords, titles, descriptions and image alt tags. These are things that work behind the scene and are often overlooked. They were a hot topic a few years ago and are still important to the search optimization of your site. You need to do some research by searching the web and seeing what other people in your industry are doing. Start by doing a search for what you want to be found for. Open up a site and click on the view tab in your browser, click on source, and all the html code will come up. It looks pretty scary but the meta tag section is normally near the top. You can then see if what they are being found for is pertinent to you.
Finally proof everything. You really want to be professional and typos really stand out.
If you’d like to find out more on this topic, you can find Shea at: