1. 1. Owning the CFO Community through Engagement Jeannette Paladino Write Speak Sell Janet Handal Handal Associates Social Media Discussion
2. 2. Click to edit Master title style Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Page 1 n Clinton White House: Led New Technology Initiatives, first Internet and WhiteHouse.gov n Expert in digital marketing, including Social Media, Search Engine Marketing, Pay Per Click (PPC), E- Commerce n In depth Financial Services background, Operations & IT, JPMorgan Chase n Has raised venture capital as founder 3x n Broad and deep technology management experience Janet Handal Handal Associates 30 Waterside Plaza | New York, NY 10010 Tel 212-683-5553 janet@handal.com www.janethandal.com http://www.linkedin.com/in/janethandal Click to edit Master title style ABOUT JANET HANDAL
3. 3. Page 2 n Senior communications executive with deep experience in financial services, professional services & non-profit marketing. Marketing Director, Bowery Savings Bank. n Highly skilled in social media as prolific blogger and active engagement on LinkedIn and Twitter. Top Influencer of the Week on LinkedIn n Experienced at managing global external and internal communications initiatives. Jeannette Paladino Writer-in-Chief Write Speak Sell 36 Sutton Place South| New York, NY 10022 Tel 212-308-4364 | Cell 917-572-3635 jpaladino@writespeaksell.com| http://writespeaksell.com http://twitter.com/jepaladino http://www.linkedin.com/in/jeannettepaladino Click to edit Master title style Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Click to edit Master title style ABOUT JEANNETTE PALADINO
4. 4. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Other financial institutions have made deep inroads in the use of social media. Some tweeting content daily, directing to other content. Robust iTunes library of podcasts. CFOs would welcome one trusted place to go for relevant information. Overwhelmed with choices and barrage of emails. Establish a community where CFOs can talk and network with each other. CFOs who are dealing with problems similar to the ones they are facing. Opportunity to own CFO community on social media. Situation Analysis Page 3
5. 5. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Establish a CFO community on a CFO Dashboard to publish content and engage with CFOs. Repurpose and propagate content to social networks such as Twitter and LinkedIn, supply content to key industry media sources, e.g., CFOMagazine.com Develop and deploy active LinkedIn strategy, joining and commenting on existing large CFO groups such as Treasury and Trade Strategies Three Major Themes Page 4
6. 6. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved The CFO Can become the magnet for CFOs by making it easy for them to find and get the information they need in one place. Create CFO Dashboard as home base to engage CFOs and encourage conversations with company and among CFOs. Adapt, for CFO Community, the highly successful CIO Dashboard created by IT consultant Chris Curran and social media consultant Amy Dean. Opportunity Page 5
7. 7. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Strategy: Claim the keyword CIO, consistently distribute compelling content across channels, engage target audiences in conversation. Tactics: Leverage LinkedIn groups, craft practical and provocative blogs, comment on the blogs of top influencers, generate a Twitter following, reciprocal guest blogging Industry Subgroups, Curated Content Results in 15 months Curran is top influencer on Twitter: #CIO http://wefollow.com/twitter/cio Blog: 6,000 monthly hits, 600 subscribers CIODashboard.com surfaces on Page 1 of Google with the keyword, CIOs; CIOs and Twitter; CIO Dashboard Bi-monthly blogs for CIO.com 6300 Twitter followers Increased business Success Story: CIO Dashboard in 15 Months 6300 Twitter Followers Page 6
8. 8. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Example: CIO Dashboard Industry Twitter Stream Page 7
9. 9. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Organize Content by Topic, Region, Industry on CFO Dashboard. Write blogs on Dashboard on topics important to CFOs. Distribute to LinkedIn Groups and social networks. Comment on LinkedIn discussions. Engage CFOs on Twitter and retweet their tweets to spark conversation. Enlist relationship managers to invite customers to participate. Pitch reporters stories about the Dashboard. Invite customers to write bylined blogs. Drive CFOs to CFO Dashboard Page 8
10. 10. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Build Relationships on LinkedIn LinkedIn is the top social network for business professionals Organize internal team to create individual profiles on LinkedIn. Search for other LI members and invite to connect. Identify groups dedicated to Treasury function, i.e., Treasury & Trade Strategies, Treasury Management Network. Each individual will join and become active in groups. Start discussions and participate in existing discussions re the Treasury function. Ask and answer Questions. Upload slide presentations. Regularly post updates to individual accounts. Give and receive recommendations. Page 9
11. 11. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Establish a LinkedIn Group. Have every professional in the company create an individual profile on LI and then join the Group. Invite existing and potential customers to join the group for valuable content and discussion. Post slide presentations and do regular status updates. Start discussions and invite commentary to increase visibility and influence. Post your blogs and other contentto the Group. Monitor LinkedInToday for trending topics. Leverage company pages to learn about treasury professionals. Use Applications like polling, Amazons reading list to broaden reach. Create LinkedIn Group: Making Connections Page 10
12. 12. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Maximize Viralness: Repurpose & Propagate Content Organize Content by Topic, Region, Industry on CFO Dashboard Distribute content through ping.fm to dozens of social media networks. Upload videos to a branded YouTube channel. Upload podcasts/video to iTunes library. Tweet company content and media articles that mention relevant info. Turn white papers into blog posts. Turn blog posts into bylined articles. Develop reciprocal Guest Blogging relationships with industry experts and media Pitch reporters with story ideas based on current news and company intellectual capital and offer experts for quotes. Promote webinars, conferences, speaking engagements on social media. Be thoughtful about keywords and organic search marketing in descriptions of content. Page 11
13. 13. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Page 12 2,077 7,087 10,396 109 116 188 TWITTER: THE POWER OF VIRAL
14. 14. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved to iTUNES: SEAMLESS, POWERFUL DISTRIBUTION OF CONTENT Page 13
15. 15. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Curated Content & Lists CFOs are among the most difficult corporate executives to reach. As the gatekeepers of company budgets, they are under constant assault from service providers. CFOs must also keep up with regulatory, financial and government news to make informed investment decisions. Be the magnet for CFOs by weeding through or curating of the flood of information and selecting what executives need to operate effectively. Distribute weekly in newsletters or blogs e.g., What Happened In Treasury This Week Provide curated lists on Twitter of key journalists, regulators, thought- leaders. Twitter followers can subscribe to lists. Establish company custom hash tags for topics or sub groups. Page 14
16. 16. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Example: Curated Twitter Tech List Following 62 Tweet Stream Page 15
17. 17. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved Example: Curated Twitter Tech List Page 16
18. 18. Copyright 2011, Write, Speak, Sell, Handal Associates All rights reserved What it Will Take to Succeed Commitment to the long haul: establishing a robust social media presence wont happen overnight. Cooperation of the business units, particularly relationship managers, who already have a conduit to customers. Internal marketing resources to serve collaboratively with the outside team. Adequate budget. Content experts willing to share their knowledge and serve as spokespersons online and offline. A skilled consulting team dedicated to you. We can make it happen! Page 17