Login to “Hyatt-MEETING” Access Code it Adirondack-SAV2012

Agenda• Learning Objectives• Introduction to Networking Fundamentals• Personal Branding• Social Media• Social Networking Sites• Scope• Creating a Social Media Plan for Your Program• Questions and Walk-Throughs• Mobile Insights

Learning ObjectivesAt the end of this session, you will be able to: •Demonstrate an understanding of the value and purpose of networking – online and in real life•Evaluate your current personal network and its implications.•Create a personal branding plan that considers digital components.•Extend this personal branding plan into a PROGRAM plan •Define nuances between social networking and social media as well as other digital platforms.•Explain the business uses for popular social networking sites: Twitter, Facebook , Google+, and LinkedIn. •Apply the information learned to create a social media presence for your paralegal program and its students. •Briefly explore the wider implications of social networking on overall digital marketing

What is a Social Network?

Reasons for Networking

•Connecting with others

•To Pre-Position resources

•Professional Development

•Personal Branding

•Others?

Networking Best Practices for In-Person and Online Experiences

•Look the part

•Have something to offer

•Have a well-developed self-introduction

•Use your ears and mouth proportionately

•Foster the relationships you already have

•Engage in confident conversations

What is a Brand?

A brand is a perception or emotion, maintained by a buyer or prospective buyer, describing the experience that is related to doing business or consuming products and services.

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http://www.seopher.com/images/internet.jpg

“The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark.”

Tom Peters

Who are You and What do You Want?

I am a (describe your professional title)

I work with (your client/customer)

Who are looking to (your customer’s main challenge)

Which means that (unique result of your influence on this challenge)

I’m always interested in (what is your personal branding goal?)

Who are You and What do You Want?

I am a Program Director of ABC University’s Paralegal Program.

I work with individuals who are launching their legal careers to find challenging and rewarding work while improving the legal system in their community.

This means that I get to work with students as well as educators to offer one of the most highly-rated programs of its kind in our region.

I’m always interested in meeting people who are considering returning to school to become a paralegal.

Networking Around the Conference

We’ve discussed some of the Best Practices of Business Networking. As you enjoy the remainder of the conference, try these questions to prompt your conversations with people previously unknown to you. Let’s start with our own small group – as we take a break, let’s network around the room for practice:

•How did you get involved in paralegal studies?

•How long have you been a member of AAFPE? Have you attended other events?

•Is there anything special that I can do to help you enjoy your experience?

•What other organizations are you involved with?

•What do you enjoy doing in your spare time?

•What are your expectations of the conference?

•Would you like to connect on Linkedin?

Your PROGRAM Branding Plan: 4 Simple Steps

1-Self Assess: Where are you now? What do you do online and in person to market your program at this time?

2-Be realistic: Don’t plant a garden that you don’t plan to feed and water. Social media is about engagement. It’s about relevance. It’s about content. If you’re not prepared to share these things, that’s okay … but consider this before entering into the social space.

3-Give it time: Personal branding results take time and are measured in several ways. Dip a toe in the water, and strategically enter into new channels/tactics.

4-Measure what works: Keep track of where you are now (baseline) and use art and science to measure growth. Don’t ever allow yourself to fall into the trap of later saying “We set up a Facebook page, but it hasn’t really worked for us”

Social Networking and Social Media

QuickTime™ and a decompressor

are needed to see this picture.

http://vimeo.com/11551721

• By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network.

• Years to reach 50 million users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.

• % of companies using LinkedIn as a primary tool to find employees….80%

• 80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experiences?

• Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen.

• Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English.

• 25% of search results for the World’s Top 20 largest brands are links to user-generated content.

• 78% of consumers trust peer recommendations.

• Only 14% trust advertisements.*

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Social Networking and Social Media

Social Networking and Social Media

Social Networking Sites

Media Sites Social Bookmarking Blogs & Podcasts Wikis & Communities Micro-blogging

• Facebook• LinkedIn• MySpace

• YouTube• Flickr• Picasa

• Delicious• Digg• StumbleUpon

• Wordpress• Typepad• iTunes podcasts

• Wikipedia• Ideajams• GoogleDocs

• Twitter

https://www.facebook.com/business/build

https://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-using-twitter#

http://learn.linkedin.com/company-pages/

http://www.google.com/+/business/

http://www.youtube.com/

create_account?next=%2F

Learn and Launch – What do you need?

• Résumé

• Short Personal Bio

• Head Shot (digital photo)

• Website or Blog Address

• Consistent Contact Information

GoLive: Walking through the sites themselves online in real time

Content is KING: Sharing content with your stakeholders

• LISTEN FIRST--

• Google News search for relevant postings

• Vary your content type:

• Promote yourself no more frequently than ¼

• Engage!

• Information

• Feel Good

• READ through everything that you post

• Your business handles ARE your personal handles

BLOGGING is da’ BOMB

http://www.criminaljusticedegreeschools.com/top-paralegal-blogs/

http://www.rasmussen.edu/degrees/justice-studies/blog/top-blogs-for-paralegal-students/

http://theempoweredparalegal.com/

Remember—LISTEN first!

Why it all matters … Looking at the scope of Internet Marketing and visibility for yourself and your program

Search Engine Results Page (SERP)

Local SEO gets you here

Organic Search

Organic Search

Google Map

Google Places gets you here.

Google Places (blended)

Paid Search gets you here.

Paid Search (PPC)

Paid Search (PPC)

Where are your eyes drawn on this page?

If you were the consumer conducting this search, what might your next action be?

Now, please put yourself in the shoes of one of these business owners.

What are some of the things that you can infer about Internet Marketing for your business from this search?

(Source: “Eye-Tracking Google SERPs - 5 Tales of Pizza”, SEOMoz.org, October 2011)

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Search - Where the Money is…

Source: IAB Full Year 2011 Report, released April 2012

Learning ObjectivesAt the end of this session, you will be able to:

•Demonstrate an understanding of the value and purpose of networking – online and in real life

•Evaluate your current personal network and its implications.

•Create a personal branding plan that considers digital components.

•Define nuances between social networking and social media as well as other digital platforms.

•Explain the business uses for popular social networking sites: Twitter, Facebook , Google+, and LinkedIn.

•Apply the information learned to create a social media presence for your paralegal program and its students.

•Briefly explore the wider implications of social networking on overall digital marketing

Thank you!

It’s been a pleasure joining you! Please keep in touch with me via Linkedin.

I work with businesses of varying size and scope to connect with their target audiences in the digital marketplace, utilizing the capabilities of one of the largest media companies in the country. I am always interested in meeting marketing decision-makers!

Cyndee HarrisonCHARRI11@mlive.com313-720-7808