Digital Marketing

Transforming Networking into Sales is Easier Than You May Think

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When networking is done well it can be the most powerful form of marketing— for you and your business. Yes, it can feel overwhelming at times— no one likes walking into a room full of strangers and having to start a conversation— but it a surefire way to elevate your brand or business. 

Earlier this year I ran a session on how to turn networking into sales during InEvent’s 20 in 30 Webinar Series: Future of Content & Digital Trends. Within the session we explored how to learn and apply new skills and strategies when networking in events as a means of creating new business opportunities. 

This got me thinking, how can we continue to build on the idea of turning networking into sales for the remainder of 2022 and as we start to think about 2023? Here are a few key learnings:

Create a strong online presence

Remember that the first thing someone will do before hiring or working with you is to check you out online. Potential customers need to know you, like you and trust you ahead of buying from you or doing any business with you. Therefore, the need to network and gain access to a referral network is crucial and having an online presence is a must. Additionally, many businesses refer customers and have strong relationships within their industry so the ability to network, connect and grow your relationships becomes of the utmost importance when you’re working on building your sales pipeline.  

Carefully craft your content marketing strategy

Another way to enhance your online presence and bring added value to your network is through content marketing. In a crowded digital environment, providing consistent high-quality, and engaging content impacts audience decision-making more than any other technique. According to Hubspot’s 2022 State of Inbound report, content creation is a top priority for 80% of marketers and on average, accounts for 26% of B2B marketing budgets. First impressions matter and having a digital footprint does as well.   

Develop visual and snackable short content

When developing your content marketing strategy, keep in mind that Microsoft research found that the average human attention span is now only 8 seconds (compared to 12 seconds in 2000). People have little patience to read through long form written content and may even be turned off it it’s too long or comprehensive. How do you make a big impact in the first eight seconds? By developing short and snackable content, which is digestible and informative.

In addition, think about site speed. Research by Nielsen found people do not read content on web pages word for word; instead, they scan the page, picking out individual words and sentences. Some of these tips can go a long way in grabbing and keeping attention:

·     Highlight important keywords

·     Use bullets to make important points stand out

·     Use subheadings to break out key sections

·     Focus on one idea per paragraph

Again, the “snackable” content is what catches our eyes and can help to generate leads. The more an audience views your content, the more likely they are to purchase from you in the future! 

Develop User Generated Content (UGC) to stand out

When a brand generates User Generated Content (UGC), it helps consumers feel like they’ve been seen. Who doesn’t love being highlighted by a brand they love? Content creation involves gathering, reviewing, and sharing the most relevant and impactful content with your audience. More than 86% of companies today use user-generated content as part of their marketing strategy. And users who create and share content on social media channels get 28% higher engagement compared to standard company posts. Think about how to incorporate UGC into your content marketing strategy to stand out and cut through the noise to captivate your customers’ attention.

One of my favorite brands, Warby Parker, has become well known for shipping customers frames to try on at home before purchase, a service the company continues to promote via an ongoing UGC campaign. The brand has launched series of high successful social ads using different formats of UGC content including video testimonials, camera photos from customers trying on at home, and motion GIFs. This has allowed Warby Parker to highlight both its stylish frames and its convenient home try-on option in a genuine way. 

Lean into video

Content has a reputation for being “king,” but I believe that video is now taking over the crown. According to a Cisco study, by the end of 2022 82% of all online content will be video content. Video content is one of the most engaging forms of content and in my opinion will soon dominate social media and emerge the clear winner over all other types of content. Whether it is short-form videos like those popular on TikTok or Instagram Stories or long-form content viewed on YouTube, videos are the future of social media content.

Video can also help increase conversions and sales. In fact, according to Insivia, adding a product video on your landing page can increase conversions by 80%. Video can also lead directly to sales. A wyzowl study show that 74% of users who watched an explainer-video about a product or service subsequently bought it. So, if you’re looking for a new way to increase sales, think about a fun and dynamic way to showcase your brand and product through video!

Embrace the metaverse

Many experts look at the metaverse as a 3D model of the Internet. Basically, a place parallel to the physical world, where you spend your digital life. A place where you and other people have an avatar, and you interact with them through their avatars. I would argue that the metaverse in the truest sense of the term doesn’t exist yet, but marketing professionals are working through how to adapt this online space and build it into 2023 plans.

During the pandemic it looked as though livestreaming and hybrid streaming would become the norm, but the metaverse offers several upgrades to that model. I think the metaverse will be the next frontier for advertising and e-commerce and brands are quickly figuring out how to incorporate it. The question is not if, but when people will adopt it. In my opinion, companies should invest in creating virtual experiences for their customers and audiences within the metaverse today, so that they can be first to market when the technology is more widely adopted. The metaverse is “always on” and will continue to evolve but it allows us to develop virtual identities, presence, re-invent peer-to-peer interactions and more.

Today, the cost to develop advertising and e-commerce technology for the metaverse is a barrier to entry for most businesses. As time goes on there will be platforms that are much easier to utilize by average merchants. For now, it’s a good idea to map out how you might link physical objects in the real world to virtual objects and experiences in the metaverse and put this on the road map for building your sales and marketing funnel.

Remember, your digital footprint matters!

There are plenty of tools and tricks to leverage social media, marketing, video and more to help build your network to drive sales. The bottom line is that your digital footprint matters. The first impressions you make through your online presence- whether it be through your written or video content, UGC, or the metaverse— can make a significant difference in your ability to turn networking into sales. As you think about your 2023 planning, what else would you add? Leave a comment below.

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How to Plan Your Digital Marketing Strategy

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Today, every business needs to maintain its online presence to be able to reach their potential customers. No longer can a business survive with just a brick-and-mortar presence. Even if you don’t actually sell any goods or services online, you have to develop some sort of digital presence. That may mean building out a website, posting regular updates to a Facebook page or sharing news of things you offer for your followers on Instagram. 

The data speaks for itself: The number of internet users in North America is rapidly growing. Nearly 90% of people have access to the internet. (click to tweet)  A digital marketing strategy is one of those terms that most marketers have heard of, but seldom have seen it planned and implemented well. If you’re still trying to search Google for “what is digital marketing strategy,” the following steps within this article will help. Salesforce developed some graphics which I found immensely useful to provide us the tools to take a step back and develop a strategy for our digital marketing.

You can’t just throw things up and expect magic to happen. You have to think things through strategically and allocate resources if necessary. What’s more, you can’t expect that all of your customers are accessing digital resources in the same way. Some may be old-fashioned and, on a desktop, or laptop computer, but some may be conducting most of their research and finding information on mobile devices. This graphic outlining the four steps to creating a digital marketing strategy helps offer some insight on the best way to get started.

So, where do you start with your digital marketing strategy?


Before you begin, keep in mind that a perfect strategy is not one that is written in stone. It needs to be comprehensive but adaptable, and you should make tweaks and adjustments as you go. To create a digital marketing strategy, gear up with data about your audience, competitive landscape, current efficiency of your marketing efforts, and the right metrics to track.
 

Step 1: Know your audience.


In particular, you should know where they prefer to spend their time online and find information.

To engage your audience, you need to do it on their terms. That is, you need to deliver your message through the channels and in the tone of voice they prefer. Moreover, it should align with their customer journey stage. For that, you need to know exactly where they spend their time online and how they search for information. If you don’t know where to start, here are a few effective tips to get you up and running.

Ask your current users.

The power of information gathered directly from your audience can’t be overestimated. This can be done with the help of a quick survey. Depending on your budget, you can select something simple and free like Google Surveys, or go with something more sophisticated. For example, Typeform can turn a simple questionnaire into an interactive opinion survey.

Since your users are busy people, if you really want to receive a substantial number of responses, provide them with value. That could be a product or service discount or an evergreen $10 gift card for Amazon or Starbucks.

Step 2. Analyze your competitive landscape.


No business operates in a vacuum, and to make informative decisions, you need to be aware of your competitive surroundings. Your competitors have likely already built up some online presence, which is the main reason to review which channels they’re using to communicate with your mutual audience. Furthermore, a competitor analysis will help you better understand your current market position and see where your business sits in your industry.

Step 3. Review the channels you’re currently using.


There’s no way to improve something without first analyzing how it performs at the moment. So before turning your findings into an actionable digital marketing plan and setting any KPIs, you need to know how efficiently your channels are currently performing.

To kick things off, go to your Google Analytics Acquisition report and see which channels are currently working best for you.

Pay close attention not only to the quantity of traffic, but also its quality — that is, consider the number of conversions that each channel earns. For instance, even if referral traffic isn’t generating as many visits as social, the percentage of new visits coming from this channel may be higher. Additionally, this audience may demonstrate more interest if the average session duration and the number of pages per session are a lot higher for referral visits.

Evaluate how much effort it takes to keep the traffic flow from each channel. For example, to get enough visits from social media, your team needs to spend a few hours each day curating content, creating custom images, and engaging with the community. It requires substantial resources. However, the amount of interest from this audience is superficial, and they hardly convert. On the other hand, attracting visitors from other channels might not be as time-consuming.

The bottom line is that with this data, you can make informed decisions and concentrate your efforts on the channels that perform best in terms of the resources spent versus the number of acquired visits and conversions.

Step 4. Define your main goal and general principles for measuring success.


This step is critical for your future work. You need to apply all the findings from the previous steps and define how, exactly, you are going to achieve your marketing goals.

Let’s start from the top: Define your high-level marketing goal. If your company has a mission, your main goal should resonate with it and broadcast your mission to the outside world. For instance, remember the example from the beginning of this post: “Become the go-to website for ordering flower delivery.”

Next, move forward to setting high-level KPIs. For example, here’s a nice KPI template to use:

  • Template: [Goal] by [value] in [time period]
  • Example: [Increase traffic] by [20 per cent] in [six months]

After the high-level goals and KPIs are set, you need to deconstruct them with your team into personal goals and KPIs that each team member can achieve individually.

If the high-level goals can be somewhat vague (“20 per cent monthly growth of traffic and conversions”), the individual goals should be clear to the contributor and easily broken down into particular tasks.

Here are a few additional points to consider.

  • Very often, when the actual goals are not clear to the team, reaching target KPIs becomes the goal. Make sure not to let this happen. Communicate the actual goals to your team, inspire them, and make sure they understand that KPIs are just a way to measure progress. Reaching them is not the sole purpose of their work.
  • Preach collaboration within your team. For example, if you’re in charge of community management, team up with your colleagues responsible for content and SEO to maximize the efficiency of what you do.
  • Set up the rules of ethical and low-risk marketing. Everyone, at some point, considers cutting the line in a race for target KPIs. When talking about personal goals with your team members, make sure to communicate which marketing techniques are beneficial for the business’s reputation, and which are not and should not be used.

Over to you


A defined, documented digital marketing strategy is not a necessity. In fact, many marketers do their jobs without having one. However, if you want to maximize the outcomes of your marketing activities, a clear, data-fueled strategy is an absolute must.

Use the tips and information in this article provided by Salesforce to get started, then revise your strategy as you learn what works and what doesn’t. Use your digital marketing strategy to work together toward clearly defined goals and help your team reach those goals faster.

4 Tips for Building a Social Media Strategy for Your Personal Brand

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This September I’ll be speaking with April Rudin during CFA Institute’s Alpha and Gender Diversity: The Competitive Edge Conference in Boston.  We’ll be delivering a pre-conference workshop on building a strong personal brand through social media.   In a nutshell social media is the crucial piece for managing and establishing your personal brand online. Not only is social media free it also provides accessible tools to communicate with infinite “niches” to fit into.  It allows us to stay hyper networked 24/7 while gaining instant access to information.  After our session in Boston we’ll be able to connect with conference delegates and stay in touch and continue conversations in live time.

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So, What Exactly is Personal Branding? Within Barry Feldman’s Blog Post he nailed it: You, my friend, are a brand. Therefore, personal branding is the process of managing and optimizing the way that you’re presented to others.  While self-help management techniques are about self -improvement, the personal branding concept suggests instead that success comes from self-packaging (i.e. You’re a brand. I’m a brand.  We’re all brands, whether we aim to be or not.)  

Below I’ve outlined a summary of our presentation sharing Four Tips for Building a Social Media Strategy for Your Personal Brand.

Tip #1: Determine Your Area of Expertise

Before you can establish your personal brand it’s important to determine what sets you apart from others.  The world of personal branding is flooded so you just can’t choose a general field like “marketing” or “social media.”  It’s more beneficial to focus on finding a specific niche so you’ll have an advantage to prove that you know what you’re talking about and stand out.  Although your audience might smaller, it will also be much more relevant. Your area of expertise should be something you’re authentically interested in.  After you determine your 1-3 areas of expertise it’s important to prioritize becoming a thought leader-producing content regularly and staying on topic and therefore gaining trust.   Before long you’ll have proof of your expertise!

Tip #2:  Remember that your digital reputation stays for life!  Treat it as if it were permanent. 

Sharing across social media will help draw others to you and help grow your personal brand.  Although social media can be overwhelming and confusing remember that it was initially setup as a forum to start conversations, providing the perfect forum to add value and drive engagement.  While it’s important to take a proactive approach to generating social media engagement by getting involved within your community.  However, be smart along the way and remember that so much depends on reputation- so you should guard it with your life.

It’s important to build a personal brand because it’s the only thing you’re going to have.  Your reputation online, and in the new business world is pretty much the game, so you’ve got to be a good person. You can’t hide anything, and more importantly, you’ve got to be out there at some level.- Gary Vaynerchuk

Gary Vaynerchuk stated it well, it’s important to remember that a reputation is your greatest asset follows you everywhere you go.  The web is permanent, and anything you say is etched into a digital presence that isn’t easily removed.  Being thoughtful in what you publish and engaging others tactfully goes a long way in positioning yourself in the right light.

Tip 3: Assume Everyone Can Help You

Think of being and influencer Like Being an intern, everyone MUST prove themselves.  As you work on building your social media footprint and generating engagement it’s important to remember to always respond and assume that your followers, fans and connections can help you.  Social Media 101 states that engagement and conversation always outweigh self-promotion.  It’s important to have an opinion, ask questions, and follow people back on social media (really…it’s okay!).  When you get unusual followers, specifically the good ones, always reach out with a personal comment/message.   I’ve been fortunate to amass a large social media footprint by actively participating in conversations within my community and taking time out of my day to retweet, share content, and engage with my followers.  Remember, social media has little to do with what we say about ourselves, and has everything to do with what people say about us.

Tip #4: Understand Exactly What NOT to Do on Social Media:

Although this may seem like a given, and I’ve covered some basics of what to do, it’s also important to address what NOT to do within social media.

  • Don’t complain about your job, co-workers or your boss (hint: see tip #2)
  • Don’t share too much information- think about how you can separate your digital & personal life
  • Don’t have an incomplete social media profile (if you’re not going to take the time to set it up then why bother keeping it active)
  • Don’t have an inappropriate, blurry, logo, or unprofessional photo (hint: a selfie or photo of you with drinks isn’t suited for your LinkedIn profile)
  • Don’t reference illegal activities- anything you wouldn’t do or say in front of a police officer shouldn’t go on social media!
  • Don’t be too self-serving or phony- remember You eventually become who you are who are on social media…You can only fake it for so long.  If you are a pain in real life, you will be a pain on social media. 

Conclusion: Hopefully these tips have been helpful in thinking about how you present yourself online. Establishing a personal brand on social media is something anyone can do, start small, stay focused, and drive engagement through your actions.  Social media is a powerful way to amplify your message, whatever that message may be, whatever the audience.

I would love to know which of these tips might work for you, leave a comment below or send me a tweet @marissapick.  As a reminder, you can follow the conversation online during CFA Institute’s Alpha and Gender Diversity: The Competitive Edge Conference September 14-15th by following the #CFAWomen hashtag.

Dos and Don’ts of Marketing Automation (Marketo Blog)

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I recently was asked to be a contributor to a post by Marketo discussing the Dos and Don’t of Marketing Automation in their Marketing Automation 101 blog.  The full article is posted below and can be found by clicking on the Marketo image, please let me know what you think of my feedback within the comments section, or by sending me a tweet @marissapick. Enjoy!

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Dos and Don’ts of Marketing Automation

Marketing automation is a powerful tool with the ability to greatly increase your conversions.  However, in order for marketing automation to be effective, there are certain do’s and don’ts that you should understand, including how it fits into the larger context of your business. Based on information collected from experts in the marketing field, let’s look at the specific do’s and don’ts for marketing automation

“Marketing automation plays a key role in the customer/client acquisition process as it automates lead scoring, routing of qualified leads, nurturing those that are not ready to buy, and greater transparency into prospect/customer behavior on its own. It is important that a CMO and his/her team understand that marketing automation, as with any technology solution, is an enabler to their business strategy vs. a strategy on its own.

-Andrea C. Levine, Chief Outsiders,(@andreaclevine1)

DO FOCUS ON YOUR TARGET

​Unfortunately, marketing automation does not automatically recognize your best target audiences.  As a result, it is important that you are knowledgeable in regards to your personas.  If you are not 100 percent certain who you are targeting, there is a good chance that your efforts will not reverberate with anyone.  Obtaining well defined personas gives you the chance to create more concentrated campaigns through careful segmentation and targeting.  When segmenting and targeting are done correctly, it will lead to increased engagement, as well as more conversions over time

“Do personalize your B2B (business to business) marketing. The last time I looked, buildings and factories don’t process PO’s and write checks. People do. Use marketing automation to build segments to provide the right content, and the right time, to the right people. An IT director for a $50 million financial services company will have different needs and interests than an IT network administrator at a $200 million medical device manufacturer. Share stories with people that matter to them. Don’t talk AT them. Use marketing automation to personalize content based on buying stages, roles, companies, industries, and regions.

-Brian Hansford, Heinz Marketing, (@RemarkMarketing)

DO UNDERSTAND THAT YOU CANNOT “SET IT AND FORGET IT”

​While it can be easy to simply set everything up and move on to something else, this is not effective. You will gain the most from marketing automation by frequently revisiting, reevaluating, and adjusting your settings based on their performance. This also applies to social media. It can be very easy to schedule tweets ahead of time that are completely irrelevant when they are finally published. Keep track of what is coming up and readjust messages if needed.

“Do take the time to create your content strategy, and assess your people and the process changes that will be needed prior to investing in marketing automation. Marketing automation is a must-have technology for digital marketing programs, providing the visibility and automation necessary to execute on strategy, and the lack of it can result in failure. Given the functionality that marketing automation makes available, it’s also critically important to determine goals and how you’ll measure them to set up the appropriate lead-scoring scenarios and progression planning that gets contacts to a qualified state that your sales team will appreciate.”

-Ardath Albee, Marketing Interactions, (@ardath421)

DO URGE YOUR MARKETING AND SALES TEAMS TO POOL THEIR RESOURCES

​In the past, there has been some tension between these two teams, but marketing automation should reduce that.  Using marketing automation, your marketing team should be able to provide higher quality leads to the sales team.  In addition, it provides integration and analytic features to help the teams work together to identify certain business opportunities to follow.

“It’s critical to come to an agreement with sales on lead definitions and process steps.  Working with sales can provide feedback and data on lead quality and opportunities for future campaigns, which marketing automation can support.”

-Brian Hansford, (@RemarkMarketing)

Don’t Think Marketing Automation Will Create Your Content For You

​While it does not create content for you, it will point you in the right direction as to how to push your content.  Essentially, it acts as a delivery system between your audience and what you already have in place.  Use data analysis to make automation benefit your business.

“Do leverage data and analysis to make automation work for your brand. Review, revisit, measure and adjust to understand the full range of data triggers from your campaigns and get the most out of your automation. Take advantage of the rich behavioral data provided by marketing automation to create more focused, personalized, and successful campaigns.”

–Marissa Pick, (@MarissaPick)

DON’T USE MARKETING AUTOMATION TO CREATE SPAM MAIL

​Marketing automation has numerous email capabilities that can potentially be used to spam prospective and existing clients with unnecessary and unwanted emails.  Do not give in to this temptation.  It will only backfire!  Instead use it to your advantage, as well as that of your current and potential clients.  Examples include using marketing automation to create a monthly newsletter or any number of follow-up actions based upon how a lead reacts to an original email.

“Don’t commit email spam by merely automating the recipient’s first name, you must step up your game and deliver more personalized and engaging content. You must ensure emails sent through automation are customized for the individual reader, and leverage the sophistication of your platform. Your clients must feel as though they’re receiving communication from humans, not robots.”

-Marissa Pick, (@MarissaPick)

DON’T ALLOW MARKETING AUTOMATION TO LET YOU BECOME LAZY

​In order for marketing automation to truly work, you have to come up with something to automate.  Simply utilizing the extra time you have to think about other initiatives, such as how to effectively reach clients in a more personalized way.  When content is personalized and tailored to meet a client’s specific needs, they are more likely to convert.  By spending your extra time getting to truly understand your audience, you have the potential for even bigger payoffs.

“Over the past few years, marketing automation has rapidly evolved and has enabled marketers much needed ease in performing daily tasks at work. One of the most important things to remember before embarking with marketing automation is that it’s a technology not a strategy. It’s simply a tool available to help leverage the desired results from a more cohesive and planned strategy. Marketing automation should allow your brand and people to take advantage of the efficiencies gained by focusing times and efforts on other parts of the business, by automating otherwise time-consuming tasks.”

-Marissa Pick, (@MarissaPick)

“Do not ‘set it and forget it.’ The beauty of marketing automation is that it can relieve marketers from manual tasks. This ‘freed up time’ should be redirected into monitoring and refining, to continuously improvement the programs run by your marketing automation platform. Even if you’ve done the research and groundwork to create your content strategy, it’s still a ‘best guess’ until it’s in execution. With continuous improvements, marketing campaign performance can reach heights you might not have thought possible. Don’t settle for good enough when you’ve got the potential for greatness.”

-Ardath Albee


Marketing automation has proven to be very valuable for both marketers and clients.  Businesses will appreciate the increased lead conversion rate, while clients and customers appreciate their improved online experience.  By taking the following tips into account, you can ensure that marketing automation works most effectively for you.

Five Simple Rules for B2B Social Media Marketing Success

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Inspired by a slideshare posted by Natascha Thomson, The 10 Rules of B2B Social Media Marketing, I wanted to share my top five rules for B2B Social Media Marketing Success.  Let me know if you agree, or what rules you follow by tweeting me @MarissaPick.

#1: BREAK THE RULES AND HAVE FUN!

  • Social media provides a way for marketers to test the waters and try something new.  Social media is an exciting and new space to experiment, and see major returns.  Break the rules, have a little fun, and as a brand let your corporate hair down.  Social media gives a behind the scenes look into a person or brand, and can help to facilitate deeper engagement with your audience.

#2: KNOWING WHAT TO DO IS JUST AS IMPORTANT AS WHAT NOT TO DO

  • Every social media campaign needs a strategy, and it’s crucial to understand your goals. Knowing what you want to accomplish and how you will measure success is crucial before you launch any campaign.  All social media platforms are not the same, so leveraging the proper channels, and having a way to measure your campaign is so very important, and sadly often over looked. Think strategically and decide what you’re going to do before you launch, and start small, you can always expand once you have results.

#3: SOCIAL MEDIA ACTUALLY WORKS!

  • Natascha shared a great statistic from Forrester Research within her SlideShare deck, “85% of business decision-­‐makers said at least one social media channel is important when making technology purchase decisions.”  Social Media has the power to influence the decision makers.  When leveraged properly social media channels are a great place to share content to help influence and drive decision making at the very early stages.  Make sure you have solid content which targets and engages with  your audience.

#4: ENGAGEMENT = ESSENTIAL

  • Social Media is a platform to drive conversation and any post should always focus around engagement.  It doesn’t matter if you have 20,000 or 200 followers, what matters is that you have a captive and engaged audience.  I find visual content works well for my account to drive the RTs, Likes, and Shares.
  • Quick Tip: Find a quote or stat and download the Quoter App. It’s a great tool to brighten up your content, and quickly share on social media.  I shared the quote below from MarketingProfs Ann Handley during the recent NYC Social Media Week.  Since posting this to my account it has generated 45 ReTweets and 38 Favorites making this one of my most popular posts to date
  • Bg7px1pIcAA033h

#5: KNOW YOUR AUDIENCE

  • Why should your audience follow you, and what’s in it for them? You need to answer this question, and them means the people within your social media community.  It’s crucial to wear their hats and build content which excites, engages, and motivates your audience. Know your audience’s needs, and be the source they go to get information and content. This takes me back to the top rule, always have fun and mix it up!

2014 #SuperBowl MVP: The #EsuranceSave30 campaign and the brillant use of #SocialMedia

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During the 2014 Super Bowl I gathered with friends for a relaxing evening of football, wings, and of course watching the new and expensive super bowl ads! Thoroughly under impressed with this year’s game as well as the ad’s the Esurance commercial which ran immediately after the Super Bowl ended was a breath of fresh air.

The ad featured actor John Krasinski telling viewer’s how Esurance saved 1.5 million dollars by running the ad after the game ended. In order to pass on the savings, Esurance will be sharing the $1.5 million (the 30% discount the company saved by running the ad after the game) with one lucky winner who enters the contents simply by tweeting with hash tag #EsuranceSave30. Krasinski will be reveling the winner of the $1.5 million dollars on Jimmy Kimmel Live this upcoming Wednesday after the contest’s 36 hour period runs out. Genius.

This is one of the simplest uses of a hash tag to drive social media engagement both online and offline. Why do I love this campaign so much? For the below five reasons:

1) Since this ad aired under 24 hours ago, it’s received more than 2.1 million tweets using the hash tag for the campaign #esurancesave30. Talk about some serious online buzz.

2) 200,000 of the tweets for the campaign came within the first minute of the ad airing. Some serious instantaneous ROI and Interest!

3) The campaign as of this morning has received over 1 billion impressions. Showing not only that the online world reacted immediately, but people shared, followed, and engaged hoping to be the big winner. (i’m equally guilty for my shameless tweet)..

4) The @esurance twitter account has received a massive bump in followers, since the commercial aired the account has increased its follower count by over 90,000! With thousands of Retweets & Favorites on each post the account has some serious engagement going on with it’s end users.

5) It’s a short, sweet, and effective campaign successfully tapping into the 61% of Super Bowl Viewers who share ads on
social media (Source:Mashable). It drove discussion online, and will most likely drive a bump in viewers tuning into Jimmy Kimmel this week as Krasinski announces the winner.

Wishing everyone good luck in claiming the $1.5 million, and a big vitual high five to @Esurance for an effective digital and social ad! Well done #EsuranceSave30

Ten Tips for Using Social Media to Further Your Career

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Ten Tips for Using Social Media to Further Your Career

It’s no surprise that as we enter into 2014 we’ve seen a social media explosion.  Now there’s over 800 million people connecting with each other on social media networks including LinkedIn, Twitter, Facebook, and many more. I had the privilege of joining Sarah Lawrence, senior associate, DLA Piper; Lucy McNulty, managing editor, IFLR; and Callum Sinclair, partner, DLA Piper on a webcast run by International Financial Law Review (IFLR) and sponsored by DLA Piper on using social media to further your career. This webcast was the first in IFLR’s Women in Business Law Group’s webinar series.  We each explained our experience and insights into how the rise of social media has fundamentally changed, and how we each communicate within our professional worlds.   At the bottom of this post is the slide share of the powerpoint deck we used during our presentation, and if you would like to access and listen to the webinar broadcast please visit this link.

During the Q&A portion of the webcast, one of the questions directed to me focused on best practice for the use of social media platforms. Below are my top ten tips for utilizing social media to advance your reputation and further your career.. 

  1. Stand out within your social media profiles. On twitter you have only 140 characters to tell the world who you are, so make your profile catchy and interesting.  Although this seems basic, many profiles across social media are missing photos, contact information, and other crucial data.  Highlighting your interest, job duties, location and other keywords helps people find out more about you.  In addition, consider cross promoting your other social media platforms as well to boost your digital footprint.  If you want to be taken seriously online, including a link within your profile is encouraged; for example feature your LinkedIn profile within your twitter bio to make easy for people to connect with you. 
  2. Lock It Down. What happens online doesn’t stay online.  We live in a world within limited privacy, so as your setting up your social media profiles make sure to check your privacy settings and ensure they’re set properly. As employees we are a representation of the company which employs us, so remember to think before you post, or you can be held liable.
  3. Transparency is key in building and maintaining a strong reputation.  Be honest, respectful, and mindful across all social media platforms.  It’s important to be open and transparent, this makes people relate to you.  It’s important to align your online persona with your offline personalty to avoid trouble. 
  4. Content is King. The key to any social media strategy whether you’re trying to advance your career or increase your businesses visibility should focus around a solid content marketing plan.  What you share across social media platforms should be interesting and engaging for others to enjoy, read, and share.  All social media platforms are not a one size fits all model, it’s important to craft posts for each social networks to maximize and leverage content.   As a reminder content doesn’t always have to be original.  Test quotes, statistics, and visual content and images across social media and see what works best.
  5. Incorporate Images.  Visual social marketing is the next generation of social media.  90% of the information transmitted to the brain is visually based, and the human brains processes images 60,000 times faster than text. Utilize social media tools Instagram & Vine which let you embed posts and videos easily, and use free apps like Quoter which provide ready to go quotes, or let quickly create a visual image.  Mix it up and create content that is visually pleasing and easily shareable. 
  6. Become an authority and add value. Choose a focus, and share information relevant to your niche career area. Join LinkedIn groups, start discussions and comment on existing discussions, find and engage within Twitter chats, and most importantly always add value.  As you engage more within social media you will gain the trust of others who will follow you to find information.  As you focus and carve our a niche area, you will build trust, and people will begin to share your content and come to you for advice.
  7. Establish Yourself Offline. Establishing yourself as a brand both online and offline allows people to put a face to your name.  Nothing takes the place of face to face interaction, so ideally building a strong online presence can translate to building a stronger and larger network of offline connections.
  8. Stay up on Digital Trends: Demonstrating your proficiency with all things digital shows you’re up on digital trends, which are currently affecting every company.  Employers are increasingly looking for social media and digital proficiency in potential employees.
  9. Make time.  Social Media is easy, but it does take time, carve out an hour a week at a minimum to go in spend within social media platforms.  Setting up a social media profile is a great first step, but as with anything else it takes time and a comfort level to become successful. If you’re going to let your platforms sit and never update them, why bother even setting up a profile?
  10. Have Fun.  Social Media is a great place to have fun and let your corporate hair down.  Whether your using social media to advance your career, or build your business remember to utilize your profiles as an avenue to have fun!

Please share your feedback below in the comments section, or tweet me @MarissaPick.