1. Owning the CFO Community through Engagement Jeannette
Paladino Write Speak Sell Janet Handal Handal Associates Social
Media Discussion
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
[email protected] www.janethandal.com
http://www.linkedin.com/in/janethandal Click to edit Master title
style ABOUT JANET HANDAL
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 [email protected]|
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. 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. 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. 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. 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. Copyright 2011, Write, Speak, Sell, Handal Associates All
rights reserved Example: CIO Dashboard Industry Twitter Stream Page
7
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. 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. 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. 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. 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. Copyright 2011, Write, Speak, Sell, Handal Associates All
rights reserved to iTUNES: SEAMLESS, POWERFUL DISTRIBUTION OF
CONTENT Page 13
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. Copyright 2011, Write, Speak, Sell, Handal Associates All
rights reserved Example: Curated Twitter Tech List Following 62
Tweet Stream Page 15
17. Copyright 2011, Write, Speak, Sell, Handal Associates All
rights reserved Example: Curated Twitter Tech List Page 16
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