From Wall Street to Social Media Marketing Consultant

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Kathryn ROSE,

Kathryn RoseFounder, KatRoseConsulting

Describe your business in 3 sentences. What is it?

I’m a collaborative marketing specialist. That is, I help businesses increase their search engine rankings; gain fans, followers, and connections; find leads; and even close deals – all through collaborative means.

Why collaboration? Because if you get the right people and networks involved, the results you’re looking for happen faster, and everyone gets to use their strengths to generate those results.

How does your organization give back? Describe your inspiration behind your “give back” story.

I’m helping to raise a million dollars for “Voices of Sept 11”, which is a non-profit organization that provides support services for the families of the victims of 9/11. The campaign is called “Give $11 for September 11”. Here is what’s involved:

To honor the tenth anniversary of the attacks, Voices is creating a “healing community” social network, which will connect everyone directly impacted by that day: survivors, rescue workers, first responders, and family members.

They also have an ongoing online initiative, “The 9/11 Living Memorial.” As part of that project, Voices employs social workers and archivists who sit with family members to offer support through the process of cataloging each artifact that the families provide, including wallets, purses and I.D. cards recovered from the site, articles of clothing, baby pictures, and family videos.

It costs approximately $5,000 per person to photograph and catalog all of this information. Considering over 2,900 people perished, you can imagine the money they have to raise to support this effort.

I’ve assembled a team (celebrities, social media connections, a publicist and an advertising agency) to support “Give $11 for Sept 11.” The campaign will run until May 4th, and the funds will go to the living memorial, the social network, and to other Voices’ initiatives.

How do you stand out from the crowd? What distinguishes your organization from the competition?

The main thing that makes me stand out is my heavy use of collaboration. Using collaboration means I’ve never had to make a cold call. I get my business through partnerships, referral networks, and affiliate revenue streams.

The same business-building strategies I use, I also teach to my clients so they can get word out about their offerings in a way that’s fast, effective, and friendly.

What does it mean to you to be “the entrepreneur of your life”? How do you integrate your life and your organization, your personal brand and your organization brand?

I’m an accidental entrepreneur. In late 2006, I was eight months pregnant and got laid off from my job as an executive on Wall Street. While I was waiting for another Wall Street job to open up, my husband said, “You like to learn new things. Go learn something new.”

I got my real estate license, and went to work for a developer as a marketing consultant. We had to sell million-dollar condos in a down market, and our normal methods weren’t working. When I “googled” the name of the complex that we were trying to sell, it didn’t come up anywhere. I decided to find out why that was and what to do about it. So I started learning all I could about online marketing, mobile marketing, and social media. We applied what I’d learned . . . and sold all the condos in five months.

Since then, I have created the world’s first mobile marketing autorepsponder (MobiReply), have developed and executed social media strategies for brands large and small, and have written six books on social media marketing and online privacy (including “The Parent’s Guide to Facebook” and “The Grandparents Guide to Facebook”). I’ve also taught lots of people how to take back control of their careers and begin anew like I did.

How long did it take to get started and what business tools have helped you the most?

Through using collaboration skills I was able to turn a profit pretty quickly, I always had a steady stream of leads and clients. For instance, it is kind of ironic that I was the only SEO person hired consistently to help people rank their websites, but I didn’t have one of my own (I just launched mine in March 2011). All of my leads were word of mouth. Using tools like social networking and the ability to work remotely were very helpful in getting started. Some of my collaborators today are my first “twitter” friends and I haven’t even met them in person.

Also, the ability to self publish is a great asset to anyone starting a business today. You can establish yourself quickly as an expert by writing a book.

What is the single biggest thing you would say an entrepreneur has to be armed with in order to succeed?

I think the ability to plan and be patient. When I first started success came, but not quickly enough. I pushed myself and those around me to go faster. That was not the best strategy. Most people hate to plan but it is so important. Get the right people in place, attorney, accountant, etc. Planning your business is the single most important thing you can do.

What advice would you give someone just starting out?

You need at least enough money in the bank to pay your lawyers, accountants and perhaps a support person. It is not wise to try and do everything yourself, this leads to burnout and significant funds lost. So many people starting out skip these important steps and try to do everything on a shoe string.

Also, don’t be afraid to fail, people never talk about their failures. I’m proud of mine. They have all taught me the lessons I know now that make me more successful. All successful people you see around you have failed one time or another, they just don’t wear it on the front of a t-shirt.

Are there any words of advice, books, role models, or mentors that really inspired and changed you?

So many people have helped and inspired me in this journey. Ladies who launch was a great help. I participated in an incubator with a wonderful leader and the group really helped me focus my efforts. Also, at the LWL global conference I met a wonderful friend and coach, Mark Levy, who has been instrumental in helping me with my positioning and message.
A great book that I just read is Marshall Goldsmiths Mojo: How to Get It, How to Keep It, How to Get It Back if You Lose It.

What is your ultimate future dream for yourself and / or your business?

The future dream is to teach as many business owners as I can how to develop the collaboration mindset, using as many tools as possible and grow their businesses. I would also like to do more work with non-profits to help them raise more funds and gain more visibility for their efforts. My goal for Voices of Sept 11th is to raise $1 million through our online campaign over the next two weeks. With over 160m people on twitter and 600m on Facebook, I only need 90,000 to donate $11 to make a difference. With everyone’s help, we will reach it I am sure.

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