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online marketing

It’s not easy to convert off of your website but I have found after two decades and lots of trial and error there are two tactics that have worked well. The first is create something of value to give away. The second is follow up with a sincere offer to further support those requesting your free materials. On the request page I also have a request to sign up for my newsletter. Here is what the process looks like in more detail.

On my Networlding site I offer three products: 1) a LinkedIn tutorial guide, 2) a checklist for companies looking at implementing a social media campaign and 3) a guide for thought leaders who want to publish books.

When someone requests one or more of the guides, I send them a note thanking them for their request and sharing that I respond personally to every request. I also offer them a no-obligation fifteen minute phone chat if they choose. My goal is to find out if they really are interested and then if they are ready, willing and able to start working with me and my team, now or at some future date.

At the very least I have taken the time to create a more personal touch. Goodwill can go a long way and I know not everyone who ventures on my site is going to become a client. But what I have seen is that this approach has shown me what people are searching most for–in my case they are interested most in publishing books and second, in developing their thought leadership through social media and online marketing initiatives.

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mary_cassatt-selfportrait

There are thousands of examples of networkers throughout history but several exceptional people stand out. Have you ever wondered how these exceptional people networked? How did they use their skills to create mutually beneficial relationships? Who was in their network and how did they meet the influential people in their lives?

Well, join us as we present to you Great Networkers Throughout History

First in our series is Mary Cassatt.

Self-portrait

Cassatt was an American born French Impressionist. She is one of only three women in the movement and the only American. Most well known for her conservative painting of mothers with their children, however Cassatt’s own life did not resemble the quaint simplicity of her paintings.

Although she was born in Pittsburgh in 1844, Cassatt spent much of her childhood in Europe and by the time she was ten she was fluent in several languages. Her affluent family valued education and thought travel was the best way to encourage an interest in learning. After attending Pennsylvania Academy of the Fine Arts, Cassatt, against her parent wishes, moved to Europe and traveled alone. She eventually settled in Paris and fell into the Bohemian lifestyle.
It was during this time that she met Edgar Degas. She was walking by a gallery window when she caught a glimpse of Degas famous ballet dancers. Cassatt later reflected on this moment by saying,” I saw art as I wanted to see it. I began to live.”

At this same time Degas saw her pieces in the Paris Salon. The two met in 1874 and began a life long friendship. Degas invited her to join the impressionist and introduced her to art legends, Claude Monet, Auguste Renoir, and Camille Pissarro.

Edgar Degas

Together they developed the impressionist movement and promoted their work, exhibiting in their own shows.

Cassatt contributed more than her artwork to Impressionism. She used her wealth to financially back the movement. She would buy her friends paints and encourage many of her affluent American friends to buy Impressionist art. In fact most of the Impressionist art in American collections is a result of her efforts.

After her tenure with the Impressionist, Cassatt continued to paint and travel. She spent time in Spain as a guest of Phillip II and worked as his painter.

In 1892 she was commissioned to paint a mural for the Women’s building at the Chicago Worlds Fair.

Later in her life Cassatt became a role model to young women and even mentored a young Lucy A. Bacon.
Forced to give up painting because she was nearly blind Cassatt turned her attention to the women suffrage movement in 1914. She used her influence and networking abilities to support her friends and draw attention to the movement.
Cassatt died on June 14, 1926 near Paris leaving only her artwork and legacy behind.
As of 2005, her paintings had sold for as much as $2.8 million

Cassatt’s most famous connection was Edgar Degas but who else was in her network? Here is a list of the influential people who were most likely in Cassatt’s primary circle at various times in her life:
Gustave Flaubert – author of “Madame Bovary”
Sarah Bernhardt – famous theater actor
Gustave Eiffel – French architect
Louisa May Alcott – American novelist
Claude Debussy – composer
Susan B. Anthony – activist

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Networlding and Oprah: Building a Power-of-Ten Circle

December 20, 2010

Many people who don’t really understand the power of networks and Networlding get insight when I share with them that Oprah has built a great Networld. When Malcolm Gladwell wrote The Tipping Point he referenced the scientific reality that we can’t communicate with more than 15 people regularly at any one time. In Networlding I [...]

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Effective Social Networking Conversations: What Do They Sound Like?

October 19, 2009

The conversations I keep having with presidents of organizations around social networking go something like this: “Hi Melissa. We’ve called you in because we are finding that we just are not getting the same results from our marketing initiatives that we used to get.” I respond, “Yes. I am hearing that from a lot of [...]

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Unlocking Trust in Marketing Online

September 22, 2009

What does it look like to build trust online? Maybe showing rather than telling will be more helpful. Let me start with an actual campaign I am currently implementing. Event: A live event in Chicago teaching social media Target market: Lawyers Date scheduled: Last two weeks in October 1.  I started by going through my [...]

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The Promise of Social Networks – It’s Like Baklava

August 25, 2009

I was just recently reading about a Twitter conference that served up the following set of promises that included: building communities providing customer service changing brand perceptions and increasing revenue Now of course there could be more promises but let’s just take these and really think about all the stories you are hearing that deliver [...]

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Contest to Find a Co-Author for Best-Selling Author’s New Book

March 2, 2009

Contact: FOR IMMEDIATE RELEASE Melissa Giovagnoli President, Networlding, Inc. 312-421-4213 March 2, 2009 (CHICAGO) – Social media and networking guru, Melissa Giovagnoli, plans to add another book to her roster of 11 published works including four best-sellers, but this time she’s looking for your help. The “Could You Be The Third Author?“ contest seeks out [...]

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Hall of Fame Showcases Tom Peters

December 23, 2008

So I am reading the Tom Peter’s blog today and I can’t help but pull out my computer and riff off of his comments about these troubling times that have all of us guessing how bad the what dismal future that lies ahead really looks like. I ditto his comments about Bernard Madoff’s son, Andrew, [...]

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Social Media at SAS – Turning a Great Reputation Into an Online Asset

December 18, 2008

What comes to mind when you hear the acronym SAS? No, not “software as a service.” Not the Scandinavian airline. Not even Surfers Against Sewage. If your job depends on making business decisions based on analysis of unstructured data, you probably thought immediately of SAS, the leader in business analytics. And once you connect with [...]

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Networlding Showcases SAS

December 2, 2008

Andres Tapia, Chief Diversity Officer for Hewitt has this to say about SAS in his upcoming book, The Incusion Paradox: “One company that is tackling the convergence of these workforce trends is SAS Institute, Inc, the world’s leader in business analytics software.  The company is not content with only being a leader with its customers; [...]

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